Hey!
I’m William 👋🏻
I help build world-class consumer goods companies
Over the last 5 years, we have built Estrid.com into one of the largest and most successful consumer goods companies in Europe
In numbers:
>$150m in Revenue (& profitable)
>$50m raised (debt & equity)
>4 Million customers
17 markets
21 retailers
>10,000 stores
In my spare time, I advise and invest in other promising ideas and wonderful founders
Investing
I invest small tickets (up to $50k) in incredible people and bold ideas but I am often not operationally involved
Advising
I invest my time in exceptional founders with incredible ideas, offering ongoing operational guidance for scale
I help with:
Strategy
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Operations
✴︎
Fundraising
✴︎
Growth
✴︎
Pitch Decks & Equity Story
✴︎
Product & Market Expansion
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Strategy ✴︎ Operations ✴︎ Fundraising ✴︎ Growth ✴︎ Pitch Decks & Equity Story ✴︎ Product & Market Expansion ✴︎
Some companies where I have invested and/or advised:
What People Are Saying
“William provided clear, actionable advice on brand, marketing, retention, team structure, and strategy. His expertise is invaluable for e-commerce businesses.”
— Kevin F, Icemob.co
“Incredibly insightful advice for both immediate and long-term strategies. One of the most valuable mentorship sessions I’ve had.”
— Dave N, Insomniavisuals.com
“William’s strategic and tactical guidance was inspiring and practical, providing an expert operator’s perspective.”
— Jamyang T, Centroprocurement.com
“William understood my challenges deeply and offered highly concrete and actionable solutions. Extremely helpful.”
— Adrienne M, Foodhuggers.com
“William’s insights on LTV, subscriptions, and growth were among the best we’ve received, offering both short- and long-term perspectives.”
— Rik K, Suppdog.nl
“William’s expertise in operations and scaling is unmatched. His advice brought clarity and saved years of effort and significant costs.”
— Santiago R, Culiau.com
“William’s thoughtful and friendly approach helped me address major growth challenges with advice rooted in real-world experience.”
— Filip P, Drinkpearly.com
“William’s knowledge in DTC e-commerce sales and scaling is remarkable. His recommendations were well-prepared and transformative.”
— Carly G, Steelcitybrand.com