

Co-founder at TestFirst
Co-founder at TestFirst
I’m a serial entrepreneur who’s been through the 0 to 1 journey more times than I can count and failed in more ways than I care to admit. Over the past 20 years, I’ve learned a lot from building businesses and want to give back by helping others navigate the uncertainty of entrepreneurship.
I started my first venture at 16 and have since bootstrapped, raised funds, and grown companies that still run profitably today. I’ve also led corporate innovation at IAG, invested in early-stage startups through accelerators and angel rounds, and now, inspired by AI, I’m back in founder mode.
I love being a thought partner to founders and exploring bold ideas, inventive models, and real value creation. If you’re building, starting, or even just thinking—let’s chat!
“Surgical preciseness to point out my potential issues, with super-energised personality, would love to disturb him more!”
“Joel is one of the best people I’ve spoken to about fundraising, investor mindset, and startup growth. He didn’t just share general advice, he listened and broke down my business, ideas, pinpointed key areas to improve, and gave me actionable strategies to approach the right investors and partners. He’s genuinely approachable and always willing to dive deeper if needed.”
“very insightful, very detailed in feedback, knows his stuff very well, experienced entrepreneur, is very helpful”