Go deep (or barbell)

October 15, 2025

Successfully building, but less exposed when no capital has been raised. UI Bakery is bootstrapped, profitable – helps companies build internal web apps. Kristel Kruustük started as a freelance tester and slowly-but-steadily built Testlio into a leading QA platform – 7-figure MRR. We keep tracking Greet work done by Greet, but GlobalTips also started in Vilnius, now at 1300 active restraurants.

work in progress

Lutea from Samphire

rounds and capital

founder's guide

further insights

Either go very early or very late. Cheap or super premium. Very small or very big. The middle is getting commoditized - it's where quality goes to die.

- investing (very early stage or public markets)
- careers (deep specialist or broad generalist)
- education (self taught or top-tier)
- media (podcasts or global institutions)
- travel (boutique hotels or mega brands)
- food (hole in the wall or Michelin Star)

And finally, in life strategy: either optimize for freedom (time, simplicity) or for scale (impact, wealth).

Comfortable middles rarely compound.

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