Entrepreneurship – from your first customers to growth

For me, entrepreneurship is about finding a need and making a business work for its customers. I’ve gathered a way into my experiences here: start with your audience, look at the opportunities in an industry, and think about what you need to preserve as the business grows.

Entrepreneurship: should you start narrow or broad?

At Dinero, we started with invoicing for people who sold their time. That gave us a specific audience to develop for before we expanded to meet more needs. In the episode, I also explain the difference between expanding your range for existing customers and taking your speciality into new markets.

Begin with Start with a narrow niche. Recorded on 23 January 2026.

Look at the work around the customer’s problem

A service business involves more than the trade itself. Quotes, scheduling and follow-up can take a lot of time. My examples from Amalo and RenBåd are about digitising more of that work and making things simpler for the customer.

Read about opportunities in traditional service businesses. Recorded on 23 April 2026.

Keep innovating as you grow

As managers and processes are introduced, a business can lose some of its closeness to customers. I talk about giving employees room for ideas, choosing the right suggestions and keeping a direction without locking everything into a detailed five-year plan.

Read Innovation as you grow. Recorded on 4 February 2026.

Does success have to mean a big business?

No. In the episode on innovation, I also talk about my respect for a small business that gives its owner a decent income and a good life. It’s worth thinking about customers, earnings and the everyday life you want together.

Which book could I start with?

Iværksætter til jeg dør 2.0 brings together my entrepreneurial story, experiences and tools. E-pusher is about e-commerce and draws on experiences from the 2000s. See the book overview for the content and different editions.