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About Us
How Three Founders Turned Their Startup Struggles Into a Tool That Helps Founders Succeed
It started with a simple question. Early 2024, Reykjavik, Iceland. Three friends sitting around a table, and one asks: "How do I know if my startup idea is actually worth doing?"
We'd heard that question before. A lot. And honestly? We'd asked ourselves the same thing when we were starting out.
So we decided to build the answer.
Meet the Team
The Island Kid
CEO
Guido is from Aruba, a tiny Caribbean island with the slogan "One Happy Island." He had launched three businesses: a DJ bar in Quito that became the hottest spot in town, a marketing agency which he sold to Deloitte Netherlands, and now GrowthApp.
(Actually, he has launch more businesses in total, but the other ones failed so we don't talk about them)
Each time taught him the same lesson: launching doesn't have to be complicated. But without a clear path, it feels impossible.
The Data Scientist
CTO
Guido and Jon met each other at a 2023 hackathon in Reykjavik. We clicked instantly. He's got a Master's from KTH Royal Institute of Technology in Sweden, where he specialized in Machine Learning. His approach to problems is refreshingly optimistic—something I noticed immediately.
Before GrowthApp, Jon spent three years as a data scientist at the Icelandic Tax Authority. He went from the predictable rhythm of government work to the beautiful chaos of startup life. He says he's never looked back.
The Yorkshireman
CRO
Then there's Dale. We met at Iceland Innovation Week where we were both pitching. During the presentation, Guido joked that our ideas were similar, except GrowthApp was "the bigger, better, AI version" of Dale's business. The audience laughed. Dale didn't.
But Dale's a good sport. He's from Yorkshire, grew up loving basketball, and has been with his wife for 21 years. They have a 4-year-old son, Logan, who's obsessed with anything that has wheels. Dale runs his own business but he's all-in on GrowthApp too. Because we all wanted the same thing.
What We Have in Common
We know what it feels like to have a big idea but no clue where to start. To spend weeks researching and still feel lost. To wonder if you're wasting your time or money. To ask yourself, "Am I even doing this right?"
We wished someone had just told us: "Here's exactly what to do next."
That's why we built GrowthApp — a step-by-step platform that guides you from idea to launch. Start by validating your problem or explore our Startup Insights blog for insights and guidance.
So We Built It
GrowthApp was born from late-night conversations with first-time founders who were stuck, scared, or simply overwhelmed.
We took everything we learned from our own launches, plus insights from 1,300+ founders and research from MIT, Edinburgh and Y Combinator, and turned it into one simple tool. Try our Lean Canvas template or Buyer Persona builder to get started.
No endless Googling.
No forever ChatGPT prompting and no action.
Just a clear, step-by-step plan that shows you exactly what to do next.
Think of it like having three experienced founders (plus Dale's wife, our brilliant Creative Lead) in your pocket, ready to help 24/7.
You're the Boss Now
Starting a business shouldn't feel like climbing a mountain blindfolded. If you have the courage to try, you deserve the tools and guidance to succeed. You don't need permission, a business degree, or even a trust fund. You just need clarity, confidence and a plan.
Whether you're stuck in a 9-to-5 dreaming about something more, or you've got a concept ready to become a real business, we built GrowthApp for you. Create your free plan today, or explore our startup courses to learn the fundamentals.
No more endless research rabbit holes
No more contradictory YouTube advice
No more wondering if it's worth it
Just clear steps. Real progress. And the confidence to keep going.
Your idea deserves a shot. And you deserve a guide who actually knows the way.