Introducing Leandro Rosenthal from Klouser
Q: Could you introduce yourself and your startup, Klouser?
A: I’m Leandro Rosenthal, 27 years old, CEO and co-founder of Klouser. Klouser is designed to be the ultimate toolbox for wellness and education content creators, enabling them to support, own, and monetize their community effectively. We provide a platform where creators can host live events, conduct workshops, and manage memberships. Our startup has garnered support from notable entities, including the Draper VC Fund and the Founder Institute Select Portfolio, which has been instrumental in our journey to empower creators in the wellness and education sectors.
Q: What inspired the creation of Klouser?
A: The idea for Klouser emerged from my extensive background working with influencers, initially as a TV producer, before venturing into entrepreneurship over six years ago. Initially, we explored various concepts related to influencers and content creators. However, during the pandemic, we developed a hypothesis that if influencers could monetize their brands, they could also monetize their communities. At that time, this wasn’t as apparent as it is today; the content creator industry wasn’t as developed or recognized. My co-founder, Alex, and I were particularly drawn to this idea during the pandemic. My interest in personal development and Buddhism, combined with our shared situation—being locked down and seeking out professionals in personal development—led us to identify a unique opportunity. We noticed a gap in support for influencers who focus on personal transformation and wellness, those committed to impacting people’s lives positively and wishing to grow and scale their businesses. These influencers often lacked the technological means and knowledge to effectively build and manage their communities. This realization sparked the inception of Klouser. We saw the potential to empower these influencers, providing them with the tools they needed to foster and monetize their communities. Thus, Klouser was born nearly three years ago, aiming to serve as the ultimate toolbox for wellness and education content creators to support, own, and monetize their community effectively.
Why Founder Institute?
Q: How did Klouser begin its association with the Founder Institute?
A: Our journey to connecting with the Founder Institute began out of a sense of isolation in our entrepreneurial path. Being in Argentina, my co-founder, Alex, and I initially felt quite alone in our venture. During the early years, it was just the two of us, trying to learn through reading, taking courses, and so on, but we lacked a community of peers and mentors to share our experiences with or to seek advice from. The breakthrough came when Alex discovered the Founder Institute. He stumbled upon a free event they were hosting, found through Meetup, and we decided to attend. The event was a revelation for us; we were immediately drawn to the vision and the support structure the Founder Institute provided. Inspired by what we heard and experienced at the event, we applied to join. This step marked a significant turning point for us, opening up a network of guidance, support, and resources that were previously beyond our reach. Joining the Founder Institute helped us break out of our isolation, connecting us with a community and framework that would significantly impact our growth and development as entrepreneurs.
How a Founder Gets In
Q: What was the application process for the Founder Institute like?
A: Applying to the Founder Institute was an engaging and somewhat playful experience, which I found quite fun. The application involved filling out a form with various questions that, while thorough, culminated in a unique gamification element. At the end of this process, applicants were not only informed about their admission status but also categorized into different types of entrepreneurs, like ‘the creator’ or ‘the seeker.’ This categorization added an interesting twist to the application, making it memorable and enjoyable. The application process felt serious and challenging, suggesting a rigorous selection process. We were given a specific timeline to complete and submit our application, which added to the pressure and the seriousness with which we approached the process. Beyond the application itself, the overall journey through the Founder Institute was intense. We started with around 30 entrepreneurs, but by the end of the program, only about 8 of us remained. This attrition rate speaks to the demanding nature of the program, highlighting its intensity and the level of commitment required to succeed. The application was just the beginning of what proved to be a rigorous and rewarding journey of growth and development as an entrepreneur.
Understanding Funding and Equity with the Founder Institute
Q: How does the Founder Institute approach funding and equity, and are there any prizes involved?
A: The Founder Institute operates through a structured program that spans approximately three months, utilizing a hybrid format combining online sessions and in-person meetings, in my experience, at the IBM headquarters. This setup provides a comprehensive learning and networking environment, offering weekly interactions with mentors and fellow entrepreneurs. This foundational stage is crucial for all participants.
Upon successful graduation, especially for those who excel or demonstrate significant potential, the Founder Institute offers the opportunity to join the Founding Lab. This subsequent program, akin to an advanced stage of the initial training, focuses on fundraising. Conducted with the support of the Institute’s Silicon Valley headquarters, it equips entrepreneurs with the necessary tools to secure their first round of funding. For us, this proved invaluable, as it enabled us to raise our initial round in Spain.
Beyond the Founding Lab, there’s an even more selective tier known as the Founder Institute Select Portfolio. Admission into this group is competitive, with only about one or two percent of all graduates making it. Those who do gain enhanced guidance and support, including more direct contact with the global headquarters’ directors. This tiered system not only facilitates funding and development at various stages but also fosters a close-knit community of highly committed and skilled entrepreneurs. It’s like climbing a ladder, with each rung representing a new level of achievement and support within the Founder Institute’s ecosystem.
A Glimpse into the Founder Institute’s Original Program
Q: What was the original program at the Founder Institute like, including a typical day and activities?
A: The Founder Institute’s original program is structured around various key topics essential for startup development, such as founding principles, idea validation, legal aspects, and scaling strategies. The program is designed as a pre-accelerator, meaning you don’t necessarily need to have a fully fleshed-out idea to join; having a concept is sufficient, as the program aims to assist in validating and refining it. One of the primary objectives is to guide participants towards creating a tractionable, working Minimum Viable Product (MVP) that enables them to start acquiring their first customers.
A typical day in the program involves engaging with these diverse topics through sessions led by directors and mentors who are specialists in their respective fields. Participants are expected to apply what they learn directly to their startups, completing practical assignments that contribute to their venture’s development. An interesting and unique aspect of the Founder Institute’s methodology is its emphasis on pitching. At the end of each class, participants are required to pitch their ideas within a concise two- or three-minute timeframe. Feedback is provided by mentors and directors, rated on a scale from one to five, deliberately excluding the neutral option of three to encourage clear, decisive feedback. This constant practice aims to refine participants’ pitching skills, ensuring they become increasingly proficient and confident in presenting their ideas. This approach not only focuses on the theoretical aspects of starting a business but also places significant emphasis on practical application, particularly in communicating one’s vision effectively. The intense pitching practice is a cornerstone of the program, designed to perfect participants’ ability to convey their ideas succinctly and compellingly.
Finding a Co-founder Through the Founder Institute
Q: Reflecting on the Founder Institute program, is there a standout feature or a memorable moment for you?
A: A truly remarkable aspect of my experience with the Founder Institute was meeting our third co-founder, who was initially one of the mentors. This encounter was not just fortuitous but transformative for our startup. Peter Sonderecker, a Swiss individual, caught our attention during one of the talks. Despite his reserved demeanor, Peter’s credentials were impressive; he was one of the minds behind the Vindej Kambas model in Germany. His journey to Latin America and eventual involvement in the Founder Institute’s Argentinian chapter added a layer of serendipity to our meeting. Our connection with Peter began modestly, with casual conversations and shared train rides, during which we seized the opportunity to delve deeper into our business ideas and solicit his feedback. This initial interaction, which started within the confines of the Founder Institute, gradually evolved into a significant partnership. By the end of our time in the program, Peter had transitioned from a mentor to a pivotal member of our team, now serving as our COO and CFO.
This experience underscores the invaluable networking opportunities provided by the Founder Institute, illustrating how it can catalyze lasting professional relationships and significantly impact a startup’s trajectory. My esteem for the Founder Institute is profound, not only for the educational and developmental opportunities it offered but also for facilitating such a crucial connection for our business.
Areas for Improvement in the Founder Institute Program
Q: Is there an aspect of the Founder Institute program you found disappointing or think could be improved?
A: One area where I see room for improvement within the Founder Institute is the activity and engagement levels within the alumni community. While the program itself provides a wealth of knowledge, mentorship, and networking opportunities, the post-program alumni network doesn’t quite match the vibrancy and supportiveness one might hope for. Enhancing the alumni community’s activity and fostering stronger connections among graduates could significantly amplify the value the Founder Institute offers. This issue could partly stem from the disruptions caused by COVID-19, which understandably affected many organizations’ ability to maintain active communities. However, focusing on revitalizing and promoting the alumni network could offer graduates ongoing support, opportunities for collaboration, and a sense of belonging to a vibrant entrepreneurial ecosystem. Improving this aspect could enrich the Founder Institute experience, providing lasting benefits well beyond the program’s conclusion.
Key Achievements Through the Founder Institute
Q: Beyond finding a third co-founder, what significant achievements have you realized through the Founder Institute?
A: A pivotal achievement facilitated by the Founder Institute was the development and launch of our first Minimum Viable Product (MVP) under considerable time constraints. The program essentially mandates that participants move quickly to validate their business ideas, which propelled us to adopt a highly pragmatic and resourceful approach. Initially intending to create a paid community platform, the time limitations prompted us to set up a simpler “ghost page.” This page outlined our value proposition and captured interest from early users by acknowledging their early arrival and thanking them for their interest. This strategy, while seemingly straightforward, was instrumental in validating our concept with minimal resources. By the program’s end, we had established a basic yet functional MVP consisting of a Slack channel and a WordPress site for transactions. This setup, albeit manual, enabled us to secure our first paying client. The Founder Institute’s emphasis on rapid development and validation instilled in us a mindset of agility and efficiency. This experience highlighted the importance of speed in the startup world, demonstrating that even with limited resources, it’s possible to make significant progress and validate a business idea. This early success and learning curve have been invaluable, laying a solid foundation for our venture’s subsequent growth and development.
Klouser’s Next Milestones and Giving Back
Q: What are Klouser’s upcoming goals, and how does the Founder Institute fit into these plans?
A: Having progressed through all the stages offered by the Founder Institute, we’ve reached a point where our relationship with the program has evolved. I’ve transitioned from an alumnus to a mentor within the Founder Institute, completing a full circle in my journey with them. This shift is significant, marking a new phase where instead of seeking support, I’m now in a position to offer guidance and share insights with new entrepreneurs entering the program. This role reversal is incredibly fulfilling. It allows me to contribute back to the community that played a crucial role in our early development. My interactions with the directors and former mentors are now as a peer, which enriches the experience further. My focus is on providing value to the Founder Institute community, sharing the knowledge and experiences we’ve accumulated.
In terms of our next milestones, this mentorship role aligns with our broader objectives of fostering a supportive ecosystem for entrepreneurs. While Klouser continues to grow and expand its offerings, my personal involvement with the Founder Institute as a mentor embodies our commitment to giving back and supporting the next generation of entrepreneurs. This reciprocal relationship exemplifies the ongoing impact of the Founder Institute on our journey and underscores the importance of community and mentorship in the entrepreneurial ecosystem.
Leandro Rosenthal’s Final Advice for Aspiring Entrepreneurs
Q: What advice would you give to those considering applying to the Founder Institute or other similar programs?
A: My most straightforward advice is simply to “Just do it.” The value of being part of a community and having a structured support system cannot be overstated, especially for entrepreneurs. The journey of building a startup can often feel isolating, but being part of a community like the Founder Institute, Draper VC, Techstars, or any other entrepreneurial ecosystem, can significantly alleviate this. Having access to a network of peers who are at similar stages of their entrepreneurial journey, mentors who can provide guidance in your language, and resources tailored to your growth needs is invaluable. These communities offer a blend of support, learning, and networking opportunities that can dramatically accelerate your progress. Regardless of the specific community or accelerator program you choose, the important thing is to take that step and join. Being surrounded by like-minded individuals and experienced mentors can make a profound difference in your entrepreneurial journey. If you’re on the fence about applying, remember that the benefits of community, mentorship, and support far outweigh the apprehension of stepping out of your comfort zone.