Xander Coolen

Many scale-ups hit the same wall after product-market fit. The product works and the first customers are in, but growth still runs through the founder. There is no story that sets the company apart, no sales engine the team can repeat, and no clear plan for the next stage.

I help founders get past that point. Together we choose one clear strategy, shape a compelling story customers remember, and build a B2B growth system the team can run without the founder in every deal. Strategy, story and system: that is what makes growth predictable.

I bring over 30 years in B2B sales, business development and growth, mostly in founding and commercial roles in energy, technology and AI. As managing director I turned a loss-making AI company into an agent technology business with a 32% EBITDA margin, growing the team from 5 to 20. I also helped a battery storage supplier move from start-up to scale-up with a clear go-to-market and commercial organisation.

I work hands-on, as board advisor or fractional commercial / business development lead. Mentor at UtrechtInc, PLNT Leiden and formerly Erasmus Centre for Entrepreneurship. I have done (pre-)seed investments ,mostly based on sweat equity.