This episode is a bit different. It’s a live, unscripted working session with a founder, and I’ve only done one other earlier this year.

Niels Hoven (@NielsHoven) is the founder and CEO of Mentava, a company building software to support fast learners. Eager kids are dramatically underserved by today’s education system, and Niels created Mentava to allow students to achieve their potential. Prior to Mentava, Niels worked at Cloudflare, ClassDojo, and Pocket Gems, where he ran the highest-grossing mobile game in the world in 2011. He has a graduate degree in electrical engineering from UC Berkeley.

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Timestamps:

[00:00:00] Start.

[00:01:32] What Mentava is—and the toddlers reading before age three.

[00:08:31] Game design, slot-machine motivation, and lowering the hoop.

[00:11:54] Tim’s red pen: rewriting the bio and positioning.

[00:16:59] The real problem: wasted early years, high-school pressure.

[00:23:55] Learning at your own pace—and “what if you did nothing?”

[00:29:32] Dog-fish, fish-dog: readiness, failed trials, and follow-ups.

[00:35:06] The $500 price, school pilots, and videos-for-tuition scholarships.

[00:41:39] Teach a kid to fish: selling relief, not nagging.

[00:47:49] Viral posts, the culture-war trap, and why exaggeration is death.

[00:55:05] Put the ask on top: investor updates and what actually converts.

[00:59:35] The thirty-year phonics war—and it’s not with teachers.

[01:01:10] A $1,000 coupon, zero takers: why the referral bribe flopped.

[01:08:04] Lead with the love letters: testimonials, homepage, and who’s buying.

[01:20:03] “No scam charges $500 a month”: pricing and who you’re not for.

[01:34:16] Uncrowded channels and workshopping like a standup.

[01:42:08] Don’t let Amazon be your debutante ball: testing what sells.

[01:46:42] Alpha School, the competitive map, and the eager investor.

[01:48:39] Reaching the already-converted: be the painkiller, TiE, surround sound.

[02:08:18] Niels’s charge: advocate for your child, unapologetically.

*

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