Let’s face it, starting a business is rarely a smooth ride. It’s a rollercoaster of ambition, challenges, and constant pivoting. For JP Bisson, co-founder of Truely, this journey has been nothing short of transformative. In just one year, Truely, a groundbreaking eSIM provider connecting people seamlessly in over 200 destinations, hit a jaw-dropping milestone: $1 million in revenue.

But Truely’s story isn’t just about the numbers. JP’s experience is packed with actionable insights, from raising $3.5 million pre-launch to leveraging mentorship to overcome challenges. Let’s dive into how he and his team made it happen.

From Idea to Action

The idea for Truely started with JP and his co-founder, Simon Landsheer, combining their experience in scaling businesses and working with eSIM technology. As JP puts it:

We know our way around marketing, go-to-market strategies, and scaling brands. We spotted a gap in the eSIM market and saw a chance to create something fresh – a seamless, user-friendly solution for global connectivity.

This wasn’t JP’s first rodeo, and he was determined to avoid past mistakes. “I didn’t want to waste time. I took everything I’ve learned from my previous ventures and poured it into Truely right from the get-go,” he explains.

Truely billboard

Raising $3.5 Million Before Launch

One of the standout moments for Truely was raising $3.5 million before the product even went live. According to JP, it boiled down to timing, market buzz, and trust in the founding team.

We didn’t have metrics yet because we weren’t live. Investors backed us based on our track records and the market potential. The timing worked out perfectly. Airalo had just raised at a $250 million valuation, and that got people’s attention.

JP’s advice to founders debating between bootstrapping or raising funds? “It depends on what you want your business to be. If you raise money, you’re committing to going all in and chasing aggressive growth. But if flexibility and freedom are your goals, bootstrapping might be the better fit.”

Breaking the $1 Million Revenue Mark

Hitting $1 million in revenue didn’t happen by accident. Truely’s innovative approach and relentless execution made all the difference. JP explains:

Our switchless technology is a game-changer for travelers. They can install one eSIM and move between countries without juggling multiple expired eSIMs. It’s a huge pain point solved for frequent travelers.

The team also leaned heavily on data-driven marketing and specialization. “We’ve built a team of experts in key areas—conversion optimization, paid media, you name it. That focus has been a big driver of our growth.”

Scaling Across 200+ Destinations

Truely is now live in over 200 destinations, and JP credits smart partnerships and competitive pricing for this rapid expansion. “As we scale, we renegotiate rates with telcos, which keeps us ahead of the competition,” he shares.

And branding? That’s been a secret weapon too. Truely teamed up with top agencies to craft messaging that resonates with both B2C and B2B2C markets. “In a commoditized space like ours, branding has to be sharp, user-focused, and memorable,” JP says.

Iterating Through Challenges

Of course, it hasn’t all been smooth sailing. From struggling with underperforming Google Ads to missing out on critical data tracking, there have been plenty of learning moments. “Early on, we weren’t tracking micro-conversions properly, and it really limited our ability to optimize,” JP admits.

Localization has been another big focus. “People in Brazil or Colombia don’t search in English. Localization isn’t just translating—it’s about really understanding cultural nuances,” he explains.

Building a Rockstar Team

For JP, Truely’s success boils down to the people behind the scenes. “A startup is basically a machine for solving problems. The faster and better your team is at that, the more successful you’ll be,” he says.

His advice? “Hire the best people you can, even if it means giving them equity. It’s worth it to have a team that can think fast and execute well.” He also lives by the VCP principle, Vision, Capital, People, popularized by Marc Lore. “Get your team aligned with your vision, secure the capital to grow, and bring in top talent to make it happen,” JP emphasizes.

Truely team photo

Mentorship as a Superpower

For JP, mentorship isn’t just a nice-to-have, it’s a growth accelerant. From day one, he knew that speed matters in a startup. The faster you solve problems, the faster you grow. Instead of wasting time figuring everything out from scratch, he turned to GrowthMentor to tap into the expertise of people who’ve already been there.

“If I’m thinking about setting up an influencer squad, I don’t need to reinvent the wheel. I book a call with someone on GrowthMentor who’s managed million-dollar influencer budgets and just learn from them. In one call, I get clarity on what a world-class approach looks like, what hiring criteria to use, and what pitfalls to avoid.”

But it’s not just JP leveraging mentorship. It’s baked into Truely’s culture. The company has a 20-seat GrowthMentor team membership, making mentorship accessible to the entire team.

I tell my team: If you get a seat, you commit to using it. Two calls minimum. If you don’t, I’ll pass it to someone else who will. It’s a great way to encourage a growth mindset. Some people embrace it right away. Others hesitate and that tells me a lot about who’s really curious and hungry to learn.

How the Truely Team Uses GrowthMentor:

  • Expert Problem-Solving, On Demand → From optimizing Google Ads to refining localization strategies, Truely’s team books calls to tackle challenges faster.
  • Keeping the Team Accountable → JP tracks team usage and nudges members who haven’t booked sessions yet.
  • Boosting Remote Team Cohesion → GrowthMentor has become a way to stay aligned and connected, even across different locations.

“A startup is basically a machine for solving problems,” JP adds. “And GrowthMentor helps us solve them faster. Instead of wasting days on trial and error, we get insights from people who’ve already done it and then just execute.”

Takeaways for Founders

JP’s journey with Truely is packed with lessons. Here are a few gems:

  • Build an All-Star Team: Great people drive great results.
  • Stay Customer-Focused: Always put the customer at the heart of your decisions.
  • Leverage Mentorship: Don’t reinvent the wheel—learn from those who’ve been there.
  • Align Vision with Strategy: Pick a funding path that matches your goals.
  • Have a Trusted Sounding Board: JP values the support of his friends, family, and his wife, Diana, as a steady source of perspective throughout his journey.

Final Thoughts

At the end of the day, JP’s story is proof that success isn’t about avoiding challenges—it’s about tackling them head-on with the right strategies, team, and tools. Whether it’s solving customer pain points, scaling globally, or building a world-class team, the key is staying clear and confident in your next steps.

What’s the next big challenge for your startup? With the right mindset, there’s no doubt you’ll crush it.