Selected work
Projects I have helped build
I have built products, led teams and brought people together around robotics, logistics and new technologies. Some projects grew, others changed direction or came to an end. Here I share the work I did, the decisions we made and the experience I gained along the way.
Perxify
Alvar and I started Perxify in early 2024 as a loyalty platform. We built commerce infrastructure and put it to use in our own book marketplace, Raamatuhai. I led the business direction and fundraising, then helped develop a direct-sales programme for manufacturers. We paused active development in October 2026 after eight months of fundraising without securing financing.
As co-founder and CEO, I led customer conversations, company direction, the commercial offer, business-model work and fundraising. My co-founder and CTO, Alvar Laigna, led architecture and engineering. We worked with the wider product and commercial team to turn customer needs into working software.
Inside the project
BooksShark / Raamatuhai
We began building Raamatuhai on Perxify infrastructure in spring 2025 and launched in December. More than 500 users listed over 2,000 books and completed over 100 sales, with no marketing spend. We closed the marketplace in October 2026 when the funding needed to continue did not come through.
As CEO, I led the business and product direction, positioning and fundraising. Alvar Laigna led the technology, Anti Reinthal worked as COO and Daniel Gansen as developer.
Inside the project
BananaConf / NFT Tallinn
I co-organised NFT Tallinn and BananaConf, working on the programme, speakers, partnerships and international outreach. We started inside WOF Labs, later separated the event work and ran conferences in Tallinn and Milan. We stopped organising events after our final, smaller BananaConf in May 2025.
I co-organised the events and worked with our team on the programme, international outreach, partnerships and keeping the community involved between events.
Inside the project
WOF Labs: DeShip, Supplain and World of Freight
We started with DeShip, developed the idea into Supplain and launched World of Freight to fund the work. We built games and an international community, but Supplain remained unfinished. NFT Tallinn also began within WOF Labs before continuing separately as BananaConf.
I co-founded WOF Labs and led it as CEO. My work covered business direction, positioning, community building and industry relationships, alongside co-founders responsible for technology, product and business development.
Inside the project
Kiri
We built and tested a semantic-search MVP and demoed it to the Estonian Government and Tele2. Customer interviews exposed problems with our price and differentiation, and the team wanted different things from the technical work. After an unsuccessful Y Combinator application, we wound down.
I co-founded Kiri and led sales, operations and customer research. Our four engineering co-founders led the technical development.
Inside the project
Springrise: leading marketing across more than 20 companies
I co-founded Springrise and worked as an interim CMO and team lead from 2019 to 2022. We led and delivered marketing work for more than 20 companies across technology, finance, industry and other fields.
Co-founder and managing partner. I worked as an interim CMO and team lead, setting priorities, managing client relationships, reviewing content and coordinating delivery.
Inside the project
Shipitwise → Speys
I joined Shipitwise as an adviser and later became CMO, working on marketing, fundraising and partnerships. We handled more than 5,000 shipments and built software to combine different carriers in one order. Making that service pay for itself proved much harder.
I started as an adviser, took over marketing and later stepped back from the day-to-day role. I returned to help with the Speys merger and continued as CMO, working on marketing and investor relations.
Inside the project
Robotex
I joined Robotex to develop international relationships. We grew into a network across 15 markets, but my ambition to help create robotics startups eventually pulled us away from the educational purpose people knew us for.
I joined as Chief International Officer, later became Chairman of the Board and moved to a non-executive advisory role in January 2019.
Inside the projectA useful place to start
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