Operating receipts from building Treamer in a country of 1.3 million. Nordic SMBs, born-global motion, and the unglamorous middle. No courses. No coaching. Just what worked — and what didn't.
Estonia ships disproportionate amounts of software not despite being small, but because of it. A breakdown of constraints that turn into superpowers when you stop apologising for them.
Why small countries ship global software faster than the unicorn factories.
ReadThree sentences. No deck. Sent on a Tuesday at 7:14 in the morning. Here's the file.
ReadMRR, churn, the broken onboarding flow, and the one customer call that changed the roadmap.
ReadNordic deal-making is high-context. Here's the unwritten rulebook nobody hands you.
ReadYear two is when most founders quit. Not because it's hard — because it's boring.
ReadThey paid €18K/month. They cost €40K/month in opportunity. The maths nobody publishes.
ReadIf your home market is 1.3M people, "expansion" isn't a phase — it's the first slide.
ReadWhy I'll never sell a course, a cohort, or a coaching call. And what I do instead.
ReadSix hires, zero agency fees. The exact intake template, scorecard and reference loop.
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