TEAM

Growth isn’t rocket science. But sometimes it helps to get an experienced eye across your business, to spot gaps and opportunities. Our team of coaches have helped hundreds of companies, so we know what “great” looks like, and can help you zero in on high impact growth areas.


MATT LERNER – FOUNDER & CHIEF HERETIC

Matt is a Partner at 500 Startups, where he led 35 early stage venture investments in Europe. Additionally at 500, he developed and led the “Distro Dojo” growth program in Europe. Prior to joining 500, he was a Marketing Director and General Manager at PayPal, in Silicon Valley and London, focused on SMEs. Before joining PayPal, he worked at several other tech startups in the valley. He has been invited to lecture on startup growth at Stanford University and Imperial College.

When he’s not hacking growth… Matt is obsessed with optimizing his own health, “biohacking,” fasting and measuring anything that isn’t nailed down.

He Once… Earned PayPal an extra $300M with 5 small changes to a signup flow.

MO SYED – UX & CONVERSION

Mo has worked with over 50 companies on UX and conversion, including Flybe, DeBeers, Thompson Reuters, RBS, Premier Inn and Superdrug. He spent 18 months as an instructor in the 500 Startups Distro Dojo. He studied CS undergrad @ Kings and Psych MA @ Cambridge.

When he’s not building better growth processes to help teams focus on the right thing… he’s probably riding or tinkering with a bicycle.

He once… added 400% to an app store install rate by changing a five-word headline.

NOPADON – SEO & INBOUND

Nopadon has been working on SEO and inbound since the late 90s. He’s worked with over 50 companies. He was an instructor in the 500 Startups Distro Dojo, and works as an EIR with Citi Ventures.

When he’s not generating leads… Nop enjoys Thai boxing and buzzing around London on his one-of-a-kind custom-built Triumph T100 TR9C Roadster.

He once… grew a publisher’s traffic from 5K/month to 50K/day in 10 months.

DIEGO DE JODAR – ANALYTICS, B2C, LEAN

Diego is a serial entrepreneur with a passion for analytics, user psychology, and lean process. He has started 6 companies, and has 18 years of digital marketing experience. He led the 500 Startups Distro Dojo in London in 2017, and works as a freelance analytics consultant and lean process trainer.

When he’s not optimising… Diego is obsessed with games of all kinds, currently Overwatch and Rocket League.

He once… increased conversion for an online betting site by 150%.

IRO NIKITOPOULOU – OPERATIONS

Iro has been running operations in various capacities for the last 9 years. She is now Head of Operations at Heretix and is obsessive about typos. Prior to that she worked in Investment Banking and wore a suit.

When she is not running operations… she reads one book after another and quotes them to anyone who will listen.

She once… got two team members to adopt the growth mentality and their performance improved 20X in 3 days.

DON’T HIRE AVERAGE COACHES

Tim Ferriss, The Art and Science of Learning Anything Faster

“Mentors and guest speakers actually know their shit and roll-up-the-sleeves to get dirty, unlike the thousands of fake advisors & consultants out there.”

Jack Huang, Founder, Truly

“Having an outside perspective not just of someone off the street, but people who are incredibly smart experienced and who - importantly - are genuinely willing you to succeed is almost priceless.”

Liam Houghton, Founder, Popsa

“Every one of the teachers, mentors and EIRs emits this feeling of caring deeply about the things they’re doing and saying. And they have a sense of credibility that only comes from carrying the scars of success and failure.”

Hamish Grierson, Founder, Thriva
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