Why I Created StepUpp Ventures: An Open Letter to Fellow Founders
The startup ecosystem promised to democratise entrepreneurship. Instead, it created new gatekeepers. Here's why I decided to do something about it.
Dear Fellow Founders,
I've been watching you. Not in a creepy way, in an admiring, slightly frustrated, deeply empathetic way. I've seen you pitch to rooms full of investors who don't understand your vision. I've watched you navigate accelerator programs that teach theory while you're drowning in execution challenges. I've witnessed brilliant entrepreneurs get rejected not because their ideas weren't good enough, but because they didn't know how to package them for the investment world.
For the past 18 years, I've been the person founders call when everything else has failed. When the accelerator didn't deliver. When the consultant spoke in platitudes. When the pitch deck got torn apart for the third time and nobody could explain why. I've been the behind-the-scenes strategist helping startups raise capital, refine positioning, and transform from "interesting idea" to "investor-ready venture."
And honestly? I got tired of being the secret weapon.
The Problem I Couldn't Ignore
The startup ecosystem has a fundamental flaw. Traditional accelerators and incubators have become increasingly data-driven in their selection processes, yet they're still operating on outdated models that prioritise theory over execution, cohort size over individual attention, and generic frameworks over tailored strategy.
I've seen too many exceptional founders fall through the cracks, not because they lacked potential, but because they didn't fit the standard mold. The pre-seed founder who's too early for most programs but too advanced for generic startup advice. The second-time entrepreneur who needs specialised fundraising support, not another lecture on market validation. The technical founder who's built something remarkable but can't articulate why investors should care.
These founders deserve better than one-size-fits-all solutions and theory-heavy workshops. They deserve a partner who understands that every startup journey is unique, and every founder needs a different combination of hands-on execution, strategic positioning, and investor access.
The Conversation That Changed Everything
About two years ago, I met Peter at an event, we were both panellists. We started talking about the gap between what founders actually need and what the ecosystem provides. What began as casual conversation evolved into a year-long collaboration, working together on various projects and sharing insights about the startup landscape.
Peter brought a perspective I deeply respected, someone who understood both the technical execution side and the investor mindset, being a VC himself. Our conversations kept circling back to the same frustration: brilliant founders were getting lost in a system designed for efficiency rather than effectiveness.
Last spring, after watching yet another promising startup struggle through a generic accelerator program that didn't address their specific challenges, I called Peter.
"Let's do it," I said. "Let's build what we wish had existed when we were starting out."
And that's how StepUpp Ventures was born.
What Makes StepUpp Different
StepUpp Ventures isn't another accelerator or incubator. We're a hybrid startup platform that combines what actually works: hands-on execution support, genuine investor access, and cutting-edge AI-powered tools that give founders unfair advantages in their growth and fundraising journey.
Here's what that means in practice:
Real Execution, Not Just Theory: While other programs focus on workshops and networking sessions, we roll up our sleeves and work directly on your business. Need your pitch deck rebuilt from scratch? We'll do it. Struggling with pricing strategy? We'll model it out. Can't figure out your go-to-market approach? We'll develop it together. No idea how to do the valuation? We get it.
Genuine Investor Access: Through our network of VC and PE relationships across Europe and beyond, we provide direct introductions to investors who are actually looking for startups like yours. No mass pitch events or hoping for the best; strategic, targeted connections that lead to meaningful conversations.
AI-Enhanced Growth: This is where it gets interesting, and I'll be honest, we're just scratching the surface of what's possible. We're developing AI-powered tools that will revolutionise how startups approach market analysis, competitive positioning, and investor targeting. The technology we're building will give our founders capabilities that larger, more established companies don't even have access to yet. Stay tuned, what's coming will change how early-stage startups compete in the market.
Tailored Support: Whether you're pre-funding, post-rejection, or somewhere in between, we meet you where you are. No rigid program structure, no artificial timelines. Just focused support designed around your specific challenges and goals.
Our First Chapter
On April 7th, 2025, we officially launched StepUpp Ventures and onboarded our first eight startups. Each one represents a different challenge the traditional ecosystem couldn't solve: the B2B SaaS founder who'd been rejected by three accelerators, the fintech startup that needed specialised regulatory guidance, the consumer app with strong traction but weak positioning, a healthcare startup that is actually a real estate hidden gem.
Watching these founders transform over the past months has validated everything Peter and I believed about what the ecosystem was missing. It's not just about providing resources, it's about providing the right resources, at the right time, delivered by people who've actually built and scaled businesses themselves.
Why This Matters to You
If you're reading this, chances are you've felt the frustration I'm describing. Maybe you've been through an accelerator that didn't deliver on its promises. Maybe you've been rejected by investors who "just didn't get it." Maybe you're building something exceptional but struggling to communicate why it matters.
You're not alone, and you're not broken. The system is broken.
But here's what I've learned from 18 years of working with founders: the difference between success and failure often comes down to having the right partner at the right time. Someone who understands your specific challenges, has the network to open the right doors, and isn't afraid to tell you the truth when your approach isn't working.
That's what we've built at StepUpp Ventures. Not another program that processes founders like widgets, but a partnership that recognises your unique journey and gives you the tools, connections, and honest guidance you need to succeed.
The Future We're Building
The startup ecosystem doesn't have to be a game of chance. With the right combination of strategic guidance, investor access, and technology-enhanced insights, every exceptional founder should have a genuine shot at building something meaningful.
We're not trying to replace the existing ecosystem, we're trying to fix what's broken in it. To give founders who've been overlooked, rejected, or underserved a place where their potential can be fully realised.
If you're a founder who's tired of generic solutions and ready for a partner who'll invest in your specific success, we'd love to hear from you. Tell us about your challenges, your vision, and what you need to get to the next level.
Because the world needs what you're building. It just needs to be packaged, positioned, and presented in a way that makes investors stop and pay attention.
Let's make that happen. Together.
