2016

Embracing Change, Chasing Clarity, and Finding Sanctuary TLTR version: Outgrew Berlin office, sublet to startups, stayed bootstrapped. Shut SMB WiFi despite profits, pivoted to enterprise and partner-sold SMB products. Learned sales, tech lessons, chased European WiFi manufacturing dream. Moved to Swiss farm house, second daughter coming. In 2016, at the age of 30, our Berlin office had become too confined to support the growing demands of the business, leading us to relocate to a larger facility where we sublet portions to venture capital-funded startups brimming with ambition, allowing us to offset the increased rent while maintaining our bootstrapped model that relied entirely on self-generated resources and avoided external funding. That same year, we reached 3,000 SMB WiFi customers, a milestone that validated our approach but simultaneously locked us into that segment, making it impossible to pivot effectively to enterprise customers without breaking free from the SMB game's constraints, which is why we ultimately decided to shut down the SMB WiFi line after an unsuccessful attempt to sell parts of the business to a partner who depended on our technology, a deal that collapsed for numerous reasons ranging from mismatched expectations to logistical hurdles. Shutting it down was not a sign of failure, as the SMB WiFi model worked exceptionally well in delivering reliable networks to small and medium businesses, generating nice profits along the way that sustained us during the transition, but the goal had never been to build a lasting SMB WiFi brand that would define our future; instead, our true ambition was to evolve into a WiFi manufacturer capable of producing hardware at scale, and the timing felt right to either transfer the operation to a partner or say goodbye to SMB WiFi for the time being, clearing the deck for what lay ahead. Through this experience, we gathered invaluable lessons on what it truly takes to succeed in that space, including how the technology operates in diverse environments, how sales cycles function with smaller clients, and how to manage operations efficiently without overextending, all of which sharpened our understanding and prepared us for more strategic pursuits. Now it was time for enterprise WiFi, where we could focus on high-performance networks, major clients, and deeper integrations that aligned more closely with our long-term vision of becoming a full WiFi vendor with a comprehensive platform offering enterprise WiFi solutions alongside SMB WiFi products sold through partners rather than directly to end users, ensuring we could scale sustainably without the burdens of fragmented contracts. That said, it's perfectly fine to shut something down when it no longer serves the core goal, as holding on would only dilute our efforts and prevent progress toward what truly mattered. The Berlin team, with its lighthearted dynamic suited to a fun SMB guest WiFi operation, was not built for the rigorous demands of being a full-fledged vendor in a competitive manufacturing landscape, so parting ways allowed everyone to find better fits while we streamlined for the challenges ahead. Bootstrapping enforces a level of clarity that leaves no room for illusions or unnecessary luxuries, demanding decisions that can be painful but ultimately liberating, and while I might approach some aspects differently today with the benefit of hindsight, those raw experiences forged a stronger foundation for growth. In a year marked by expansion in one direction, we discovered that true advancement sometimes requires contraction in others, and we closed that chapter to prioritize enterprise solutions driven by robust technology, steady cash flow, and unwavering control over our direction. A profound personal shift was also underway, as Berlin's relentless noise, political tensions, and gradual slide toward disorder no longer seemed suitable for raising our newborn daughter, prompting us to leave the city behind in favor of a serene Swiss farm area where we rented a house near the farm without becoming farmers ourselves, providing ample space to reflect and innovate. There, I revived the longstanding dream of creating WiFi made in Europe, recognizing that the timing might not have been perfect but refusing to abandon a vision that had fueled my journey since the beginning. As we adjusted to this new rhythm, Mona's pregnancy with our second daughter infused our lives with fresh energy, refining our strategies and sparking growth across family and business alike.