Hey!
I’m William 👋🏻
I love chaos.
Nothing makes me happier than when you have a wonderful product that people love, but just by nature of selling it, everything is on fire, everything is breaking, and nothing can wait.
But at the same time, something is working, but you don’t know exactly what is working and why, but you’re alive and every day you wake up ready for a rollercoaster of emotions. Lovely!
I’ve been at Estrid for a while, and we’ve built something pretty cool. A few million subscribers, many retailers, and a brand people really genuinely love.
These days, the fires don’t burn quite as hot. Things work. Plans kinda stick. We’re not winging it quite as much as we used to.
And while that’s a blessing… I still find myself drawn to the early chaos.
So every now and then, when something raw and exciting lands in my inbox, I can’t help but take a peek.
Mostly to trade notes, sometimes to invest. Either way, it almost scratches the itch.
A few examples of how I work:
Operator — Estrid
Built from zero to scale. Took a physical-goods brand from early chaos to ~$100m+ in annual revenue. Building and scaling most parts of the business through operational, geographical and channel expansion into a full omni-channel, European brand.
Investor — Graza
Backed pre-revenue and launch. Invested before the product looked like the playful product we all know and love today.
Strategic support — IM8 (Prenetics)
Ad-hoc operator input and advice. Brought in at points to help think through parts of European expansion and commercial decisions.
Board/Advisor — Peachies
Advisor since pre-launch. Deeply involved and “as in” as I can get without throwing myself in full-time: advisor, board member, and ongoing support across fundraising, product and growth.