Dennis Passway, Cofounder of Unhoard


Who are you?

Hi! I’m Dennis. I build Unhoard.io together with Misha.

Can you tell us the story of your business from idea to where you are now?

We work together at a digital agency in the Netherlands. We have been doing side projects together for a couple of years now and one day while we were waiting at a bus stop, Misha pitched the idea of Unhoard.io. It was quite simple: ‘What if you got an e-mail that showed things you saved to Pocket so you can finally get through some of the articles in there’. Later that evening the idea was still in my Head and I build the first prototype (read: really ugly). Since then we have improved the product a lot and gained a few thousand users.

What has been your biggest failure or struggle?

The biggest struggle we have is finding an even bigger audience. In the beginning, we focused Unhoard.io on Pocket and since then we have added more integrations like Twitter or Evernote. We did not gain many users with the integrations we added and we still have to improve our marketing to reach the potential users for the other integrations.

And what has been your biggest achievement or success?

We had our biggest success right after we launched. In a couple of days, we got around 1000 weekly active users. Since then, we have been growing that to a few thousand active users per week. We also offer a premium account that some of our users are using with great pleasure.

What’s your must-read business book?

I’ve read many of those but the first two that come to mind are ‘The 4 hour work week’ by Tim Ferris and ‘The hard thing about hard things’ by Ben Horowitz. The first is a book that exaggerates a lot and makes making lots of money on your own sound like it’s is really easy. But if you read between the lines there are some interesting topics in there like automation or how to launch. The hard thing about hard things is focused on bigger businesses and sends the main message: ‘nobody knows how to build a big business’. That’s a good thing to know for any kind of business.

Who’s your most inspirational CEO or founder?

I like how Elon Musk is making jokes on twitter and I also enjoy founders who build their own (little) things to make some money online.

And can you tell us something weird or interesting about yourself?

I once made a website with a quiz. In the quiz, you had to label videos as ‘stock or porn’. Some were stock videos, others were the beginning of porn videos. Really hard to spot the difference ;)