Hey. Douwe here.
I help founder-led B2B SaaS at €1–20M ARR stop guessing. I do ICP, positioning, messaging. One system your whole team can run.
I dictate structure because I had to tame my own chaos first. I’m a one-trick pony. I come in. I do the work. I leave you sharper.
What I actually believe ↓
No frameworks for the sake of frameworks. Just what works.
“Most businesses don’t have a strategy problem. They have a clarity problem.”
Why: I grew up where vagueness was dangerous. Naming things precisely is an act of protection.
“Stop selling to everyone. You’re not brave, you’re scared.”
Why: I know what it feels like to need to be seen by everyone. Casting wide is fear wearing a strategy jacket.
“Your ICP isn’t a targeting exercise. It’s a values decision.”
Why: I only work well with people I respect. The wrong clients cost me the centered state I need to do my best work.
“Stop working on yourself. Build something for someone else.”
Why: The thing that pulled me out of my dark year wasn’t insight. It was getting out of my own story entirely.
“The best thing you can do for your team is take responsibility off their plate.”
Why: I know what it costs to carry things alone. I’m centered when others step up.
“Validation from the market is real. But it has a half-life.”
Why: The revenue, the inbound, the client who paid extra — good, then fades. My internal recognition isn’t always enough. That honesty is what makes me credible here.
How I got here ↓
I built GTM inside B2B SaaS for ten years. Then I went out on my own. Best decision I ever made.
I work directly with founders. €1–5M ARR. Founder-led. Profitable, no debt, funding growth themselves. Sweet spot is around €2–3M — organized enough to move fast, not big enough that everything turns into change management and stakeholder theater.
I’m a one-trick pony. I come in. I do ICP, positioning, messaging. I lay down the system. Your team runs it. I want to be gone after six months.
Why this niche, this work, this format? Three reasons.
One. I had to tame my own chaos before I could help anyone else tame theirs. ADHD makes structure non-negotiable for me. So I dictate it.
Two. I came up watching founders make educated guesses dressed up as strategy. Living in dashboards. Measuring the wrong things. Lots of activity, very little conviction. That’s solvable. So I solve it.
Three. Autonomy isn’t a perk. It’s the whole point. I made my first autonomous decision at 6. I’ve built my career around never having to ask again. WhyThey is proof you can build on your own terms.
That’s the short version. The longer one comes up over coffee.
“The wound became the work. That’s not a content angle. That’s the truth.”
Are we a fit? ↓
I work with founders. Not committees. Honest fit-check below.
You’re my people if…
- Founder-led B2B SaaS, €1–5M ARR (€2–3M sweet spot)
- Profitable. No debt. Funding growth yourself.
- 10–25 person team. You’re still in sales calls.
- Hands-on. Curious. Willing to dig in.
- You believe in process and want help sticking to one.
- You sell into operationally-heavy worlds (hospitals, infra, regulated HR, climate, workforce, enterprise services).
You’re not my people if…
- You want me to interview your customers (you know them better).
- You want me to design your website or run your ads (I do strategy + copy, not execution).
- You’re looking for hypergrowth promises (I do controlled, repeatable growth).
- You want a 50-page positioning deck (I do tight, useful, unsexy).
- You’re a 50+ person org with stakeholder theater (I work with operators).
- You’re pre-revenue or just curious (book the Free Audit instead).
Want to work together?
Book a 20-minute intro call. No pitch. I’ll tell you if we’re a fit before you spend a cent.
Prefer email? douwe@douwewester.com