I’m Foundora. For the past several years I’ve been building businesses, studying how markets actually behave, and writing about both — usually at the same time. I care less about titles and more about the questions underneath them: why do some products take root in difficult markets, and how do small teams create outsized value?
About
About
01 · Introduction
02 · My Story
I started my first business in 2018, mostly to see if I could. What began as an experiment turned into a decade-long habit of building, researching and documenting.
Over the years I’ve founded companies, consulted for founders, studied emerging markets and written about what I learned. The throughline has stayed the same — curiosity about how things work, and the discipline to build anyway.
03 · What I Do
Building
Founding and building products for underserved markets.
Research
Structured studies on markets, technology and business models.
Writing
Essays and notes on what I’m building and learning.
Advising
Occasional guidance for founders navigating early-stage problems.
04 · How I Think
Build with curiosity. Research with discipline. Share what you learn.
I try to treat every product and every piece of writing as an experiment — small, honest, and designed to teach me something I can use next time.
05 · Experience
2024 — Present
Founder · Northline
Software for small businesses in emerging markets.
2022 — 2024
Independent Research & Consulting
Studies and advisory for founders and small teams.
2019 — 2022
Product Builder · Fieldnote
A research practice focused on emerging markets.
2018
Started first business
Where the whole habit began.
Let’s talk.
Working together, discussing an idea, or inviting me to speak.