Story
Nice to meet you, my name is Justus.
01
Selda
I build companies, and I've mostly done it the same way: small, bootstrapped, no outside money, no paid marketing.
If something grew, it grew because the product was good enough that people came back and told someone else.
Right now I'm building Selda. You tell it who you want to reach; it finds the right people, reads each company properly, and writes every message from what it actually found.
Nothing sends without you pressing yes. Based in Sipoo, just outside Helsinki.
Knowing who to contact was never my problem. I knew. What I could not face was everything around it: the lists, the tools, the tabs, the evenings.
I spent hundreds of euros on tools and thousands on people to do it for me, and learned that a satisfaction guarantee printed on the box does not mean you are covered by one.
What I needed was a way to get it done efficiently, because I would rather spend my days building than sitting on lead lists. Selda is that job, done.
02
Context
Some context, because it explains the rest. I started at fourteen.
I taught myself English, then code, then how to work with models, and I did upper secondary alongside all of it over five and a half years instead of three.
In 2015 both of my legs were operated on and I spent the following year learning to walk again.
Outside work I have put years into scouting and local associations, on boards and in the unglamorous jobs that keep them running.
None of that is a hardship story. It is just where the habits came from: long horizons, and finishing things after the interesting part is over.
03
Berner Media
For a few years the answer to every problem was another person. Berner Media grew to a team of around fifteen, and I learned what that actually costs: every hire is a promise made against revenue that hasn't arrived yet.
A bigger team doesn't make you faster by default. It makes you dependent on a pipeline that has to fill again every month, whether or not that month cooperates.
04
The market turned
Then the market turned. Clients who had paid on time for years started paying late, and the work was already delivered.
I cut the team back, gave up the office, and got the company down to a size that could survive its own customers.
Nobody in that story did anything wrong; conditions changed and the smallest company in the chain absorbed it. Revenue you can't collect isn't revenue, and headcount you can't cover isn't a team.
That period is closed and I'm not carrying it around; what it left behind is how I build now.
05
The gap
I'm less interested in ideas than in whether a thing actually works when a real person uses it.
Building is the easy part now. Getting it in front of the right people is where almost everything dies.
That gap is the problem I keep coming back to. The best product in the room rarely wins; the one that reaches people does.
06
Drop me a line
If you're building something and every conversation feels like pulling a rope through a keyhole, drop me a line. I reply to things that are specific, short, and thought through.