Company Info for freska.se | IcebreakerStädning | Freska
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As a product leader specializing in AI and operational leverage, I bridge the physical and digital worlds by building elegant products that drive operational excellence, achieve market dominance, and are loved by users. With a proven track record of transforming product categories — including mobility, operational systems, telemedicine, inflight entertainment devices, and B2C marketplaces — I have generated over $2B in total value.
Key Achievements:
• Operational Scaling at Tesla: Led a global operations platform, resulting in 100,000 hires across 60+ markets and achieving billions in total value.
• Market Leadership at Freska: Drove a 100x ARR increase from $200K to $20M+, scaling it to EMEA’s largest home-services platform.
• Telemedicine Transformation at Meedoc: Co-founded and led Meedoc to become the market-leading telemedicine platform, achieving 98% retention, 90% CSAT, and reducing diagnosis time by over 40x.
• Growth at Atlas One: Launched and led Atlas One to an early acquisition, growing ARR by 10x to $2 million on year one, exceeding SaaS benchmarks by 200%.
I am passionate about creating AI-powered products that not only meet business objectives but also deliver exceptional user experiences. 
I blend data-driven strategies with inclusivity in tech. I’m passionate about leveraging data for good and supporting startups with visions that extend beyond profit to make a genuine difference in people’s lives. I stand for work-life balance and equality in every workspace.
Short: Principal at identity.vc, the first VC in Europe investing in early-stage startups with LGBTQ+ leadership. Ex-growth operator (idea to Series A). Founder of a non-profit creating tech jobs for international talent Herizon.io. Investor of the Year in Nordic Women in Tech Awards 2022 and Diversity Role Model of the Year in Nordic Startup Awards 2023.
Currently:
- Investing and guiding early-stage startups at identity.vc, helping them scale and thrive.
- Built a program for international talent employment in the Nordics with a 95% success rate generating over €1M in new monthly salaries paid to previously unemployed individuals.
- Sharing actionable growth strategies with early-stage startups.
Key achievements:
- Increased Freska's annual recurring revenue from €<200K to €13M as a solo growth operator, securing its position as the leading home-cleaning service in the Nordics. This growth was achieved within two years, maintaining a 15% month-over-month growth rate, all while staying profitable.
- I made my best investment in Call of Duty and they grew from €0 to €1M ARR in 12 months since the investment.
- Contributed to increasing investments in startups with diverse founding teams from 22.3% in Icebreaker.vc Fund I to 40.7% in Fund II, while diverse teams represent only 14% of the pipeline.
- Contributed to scaling companies from under €1M in annual revenue to over €10M.
- Facilitated fundraising from initial €50K investments to significant €30M rounds, adapting strategies to suit each company's stage and potential.
- Designed and implemented growth strategies globally, adjusting to the unique demands of diverse markets.
- Directly coached over 100 startup CEOs, influencing the growth trajectories of businesses from €1M to €100M in revenue.
- Played a significant role in creating over 1,000 jobs, focusing on inclusivity and opportunities for women, immigrants, and minorities.
- Received the 2022 Investor of the Year at the Nordic Women in Tech Awards and the 2023 Diversity Role Model of the Year at the Nordic Startup Awards for my work in diversity and inclusivity.
Interested in startups and growth? Reach out! If you have a startup idea, pitch me on Call of Duty. Discover more at https://www.mariluukkainen.com/ 