Nicolas Lierman, Founder of

Who are you?

Nicolas Lierman, chief of everything and nothing in particular at

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

I work for a digital analytics agency, and late 2016 I was sitting in a meeting discussing a Google Analytics implementation. During that meeting, someone mentioned we should really set up some data alerts. And after looking into to it I noticed the standard Google Analytics are pretty lame and limiting. I started imagining what a good alert service should like and soon after I started working on a proof of concept.

A couple of months later I demoed a barely working proof of concept at MeasureCamp Amsterdam and the feedback I got was very encouraging.
After that, I started working towards an MVP and last August I launched the public beta.

What has been your biggest failure or struggle?

The hardest thing for me is finding the time and staying focused. I have a day job and a busy social life, so I have to be really disciplined with my time. Finding a good balance can be tricky. Sometimes I can be found coding days in a row with little sleep in between, but after a while, you get burned out. On the other hand, if I’m slacking off it’s hard to retain a certain mental flow.

And what has been your biggest achievement or success?

Last month was the second most popular product on ProductHunt when it was introduced and recently we surpassed 200 users. Getting here without any funding and external resources is pretty cool.

What’s your must read business book?

I don’t read business books. I do listen to a whole bunch of podcasts. They often offer a broader perspective and you avoid getting trapped in an echo chamber of single-minded business people. Anyone can inspire you or give good advice. Like Sharon Stone, she really has her shit together.

Who’s your most inspirational CEO or founder?

From an entrepreneurial standpoint, I really admire RuPaul. If you look at where and in which circumstances he had to start, and the media empire he has built today, it’s nothing short of amazing. Another less obvious choice would be Hans Rosling, the Swedish academic who just passed away earlier this year. Not only did he transform the way we look a data, he was also able to get people excited about it and transform the data into real stories.

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

I have a machine in my bedroom that catches all my dumb dreams and prints them out as movie scripts. Michael Bay is my number one customer.

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