Rasmus Koed · Koed Ventures
I connect business, customer experience, product, data and technology. And I make sure things actually get done.
What I work with
I've never been tied to one system or one industry. What keeps coming back is subscription businesses and digital products. And the role of the person who makes all the moving parts fit together.
Pricing, packaging, paywalls and registered users. Conversion, churn and retention. The commercial engine that decides whether a subscription business grows or just ticks over.
From an unclear need to a plan with owners, a sequence and a date. Implementations, migrations and system changes that land, even when they cut across several departments.
Onboarding and implementation that get customers off to a good start and make them stay. The customer's problem turned into something structured that both the business and the developers can work with.
Conversion, customer journey, lifecycle and CRM logic. Who becomes a customer, who stays, and what does it take to move the numbers?
Structure and momentum in teams. Clear roles, clear decisions and processes that people actually use day to day.
Product and business in software companies: roadmap, pricing model, customer experience and operations, seen from both the customer's and the vendor's side of the table.
How I work
I start with what should be different afterwards, and how we'll be able to tell. The tool and the solution come later.
Customer counts, churn and prices come from data, or they are marked as unknown. An educated guess that looks like knowledge is more dangerous than an honest gap.
It's finished when it has been tested in the real world and the numbers add up before and after. Not when a file exists or a system has replied “OK”.
With the reasoning. So they hold when I'm not in the room, and the next person doesn't have to learn the same lesson again.
Where something is at stake, like personal data or production data, I build checks so the mistake can't happen by accident. A rule in a document is a promise. A safeguard in the code is a guarantee.
AI in practice
AI has moved the line for what one person with business understanding can build. I use it every day, with the same standards as if a whole team had done the work: automated tests, reconciliation and firm safeguards around data.
I build the tools the business is missing: reporting on subscription data, migration tools, integrations and websites. AI writes much of the code. I own the requirements, test the result in the real world and stand behind it working.
Churn, conversion and movements in the customer base, calculated directly on data from the subscription system. Every number can be traced to its source. When AI helps with the analysis, it works with counts and patterns, not with individual customers.
Subscribers, periods and payments moved from one system to another. Dry run first, counts and key fields reconciled before and after, and every discrepancy explained before anything goes into production.
$ reconcile --dry-run
Customers ............. reconciled ✓
Subscriptions ......... reconciled ✓
Payments .............. reconciled ✓
Names and addresses ... «masked»
Written to production 0 (dry run)My tools are built so that names, addresses and other personal data are never printed. They are masked, or never fetched in the first place.
When AI helps make sense of a dataset, it gets the shape and the proportions. Not the customers.
Changes to a live system need an explicit go-ahead every time. A dry run is the default.
Selected work
Media, publishers, associations and subscription businesses in Denmark, Sweden, Finland and the Faroe Islands.
Partnership and ownership
When I believe in a company, I'm happy to go further than a consulting brief. I enter partnerships and take ownership stakes in companies where I can help drive growth. That way my contribution is measured on the same thing as yours: whether the business grows. It isn't new to me. I have previously been a co-owner of The Call Company and Koed Lauritzen.
Defined projects or ongoing sparring: a pricing change, an implementation, a migration, a growth plan. A clear scope and a deliverable that can be verified.
Ongoing responsibility for an area such as the subscription business, the customer journey or commercial operations. As part of your team, over years rather than weeks.
An ownership stake and a shared goal of growth. I bring business, subscription, product and technology, and I have something at stake myself.
The same pattern in both: a partner with deep expertise, and me on the business, the subscription model and the momentum.
Co-owner · business, membership model and technology
A specialist-led women's health clinic offering medical advice and decision support throughout a woman's life. A specialist in gynaecology leads the medical side. I build the business, the membership model and the digital infrastructure around it.
mitkvindeliv.dk
Co-owner · business and commercialisation
A digital White Elephant gift game for companies. Teams roll dice, win and steal presents over several weeks and learn about products and culture along the way. My partner builds the product. I run the business and its commercialisation.
giftfeud.comAbout me
I'm often the one who turns an unclear need into something structured. And makes sure it gets finished.
I started out in 2009 in sales and customers. First as an account manager at Bisnode, then as head of department at Søgemedier and as a business developer at Scanenergi. Along the way I was a co-owner of Koed Lauritzen and of The Call Company, where I spent just over three years responsible for client relations.
In 2017, subscription entered the picture. At Subscrybe I worked as a management consultant on business development for subscription companies across media, telecom, software and much more: winning new customers, keeping existing ones and winning back those who had left. Subscription businesses have been the common thread ever since.
Today I run Koed Ventures from Risskov, Aarhus. A large part of my time goes to the subscription platform Iteras, where I work at the intersection of customer, business, implementation and development. Alongside that, I help media and subscription businesses as an independent consultant and build digital businesses of my own.
Contact
Write a few lines about where you are and what needs to happen. It could be a project, a partnership or an ownership stake. I'll reply personally.
rasmus@koedventures.dk Find me on LinkedIn
