Hi, I'm Toon.
I help companies build better software with less waste. Entrepreneurial Spirit, Software Enthusiast and People Believer.
Build It Right
I've spent 20+ years building software. Starting as a technology consultant, I grew into architecture, delivery, and management roles.
My focus was on delivery excellence: performant architectures, secure systems, efficient delivery. I believed that if we built it well, success would follow.
The Turning Point
Then I spent 10+ years founding and scaling my startup. Kitchen table ideas, searching for money, scaling to >1M€, and eventually an exit.
Along the way, I made every expensive mistake in the book:
- Building for months before doing true and honest customer research
- Not really understanding the different between project and product work
- Hiring before we had clarity on what we were actually building
- Ignoring founder dynamics until they really slowed us down
Those mistakes taught me something: the "boring work" of validation isn't optional. It's just a question of whether you do it early (cheap) or late (expensive).
Build the Right Things
Now I help teams avoid those same detours.
My focus shifted from how to build to what to build. Product strategy, validation, team alignment — the work that happens before you spend your precious time & budget building.
Because building it right only matters if you're building the right thing.
Trusted by teams at
What I Bring
Product Strategy and Innovation
I bring 10+ years (founder) experience to improve your software product's business model, shape technology and innovation roadmaps, take build vs. buy decisions, spot key risks.
Tools: Business Model Canvas, Wardley Mapping, Impact Mapping
Team Building & Organisational Design
20+ years of experience assembling and leading software teams taught me how to organise teams for fast flow, leveraging a culture of high trust and learning.
Concepts: Team (dys)function, Team topologies, Learning Paths, 1-1s
Software Architecture
Throughout my work for corporates, SMEs and startups, I built broad experience in software architecture for SaaS and Web Applications.
Tools: Archimate, C4 model, UML, modular architectures, service granularity
Agile Product Management & Delivery
Leveraging experience in waterfall, Scrum and XP inspired delivery settings, I help software product teams maximise their happiness and business results.
Tools: Impact Mapping, Roadmapping, User Story Mapping, JIRA
Software Development
I built a solid understanding of various programming languages, frameworks and technology stacks, combined with fitting engineering practices and methodologies.
Tech: Java, JavaScript, Go, AWS, Docker, Scrum, XP, TDD, CI/CD
Digital Sustainability
The more I learn about digital sustainability, the more I see the potential to make a positive impact while improving software quality. I'd love to learn with you!
Topics: Software Carbon Intensity (SCI), Impact Framework
What team members say
The 3-3-3 Product Kickstart
Clarity in Days. Focus in Weeks.
Momentum in Months.
I help founders and product teams get from "too many options" to "validated direction" — with a structured process that brings clarity and focus. So you get better results, much faster.