Introducing the New Ignite Coaches

Background
With extensive experience in branding and B2B marketing within technical and industrial sectors, Carin helps companies clarify messages and stand out in niche markets. Her background includes building strong thought leadership positioning and enhancing collaborations with customers and tech partners through storytelling.

Business Skills & Areas of Expertise
Turning complexity into clarity, pragmatic startup approach to marketing and communications, sales-enabling content – from first impression to follow-up.

What Startups Can Expect from the 1:1 Coaching Sessions
– As a current fractional CMO, I’m used to quickly assessing different contexts and identifying how marketing, communication, and branding can best support current business goals.
– Outside-in review of brand, content, and messaging
– Hands-on support in building trust with efficient content that supports the sales journey
– Advice on making your company relevant in the eyes of customers, media, and investors

Background
30+ years of experience in complex B2B sales and over 20 years of coaching early-stage, university-linked startups to their first customers and partnerships.

Business Skills & Areas of Expertise
Complex B2B sales, commercial partnerships, deeptech and life science markets, medtech and design-driven ventures.

What Startups Can Expect from the 1:1 Coaching Session
– Tools that increase your chances of securing commercial partnerships
– Concrete feedback to improve your sales process
– Clear and honest input

Background
5 years’ experience as a researcher in environmental science. 15’ years experience as a business executive and business developer in the energy sector. 25 years’ experience in the startup ecosystem as a founder, business coach, VC investor and business angel with focus on sustaintech, deeptech and femtech.

Business Skills & Areas of Expertise
Customer validation, product–market fit, go-to-market strategy, sales, communication, soft & VC funding, IP strategy, stakeholder and board management.

What Startups Can Expect from the 1:1 Coaching Session
Honest feedback, an outside perspective, experience-based benchmarks, and encouragement.

Background
With 25+ years of experience in strategy and pricing, Lotte has worked as a management consultant, co-founded and led a retail company, and held senior roles in commercial development. She brings deep expertise in pricing and packaging, supporting startups and scaleups across industries.

Business Skills & Areas of Expertise
Business strategy, pricing strategy & packaging; sales and marketing strategy; analysis, modeling, and commercial development.

What Startups Can Expect from the 1:1 Coaching Session
– New perspectives on pricing and its role in business success
– Practical advice tailored to your offering and stage
– Clear pricing model and packaging structure
– Strategic alignment of pricing with market position and goals

Background
Senior consultant with broad experience across public and private sectors. Former Director of Economic Development in a major Swedish municipality. Held leadership roles in international companies across Europe. Focused on innovation and public-private collaboration since 2011.

Business Skills & Areas of Expertise
Strategic development, scaling and growth strategies, public–private collaboration, innovation and sustainability in the public sector.

What Startups Can Expect from the 1:1 Coaching Session
Honest feedback, an outside perspective, experience-based benchmarks, and encouragement.

Background
With 20+ years in sales, product, and leadership, he has co-founded three companies -including one exit- and driven innovation at both Ignite and AI Sweden. He combines deep expertise in privacy tech and GDPR with hands-on experience in B2B sales and compliance-focused growth.

Business Skills & Areas of Expertise
Product–market fit, startup operations, go-to-market and B2B sales, AI and compliance, strategic partnerships, fundraising and investor dialogue, regulatory innovation, cross-sector collaborations, and public funding (Vinnova, EU, IMY).

What Startups Can Expect from the 1:1 Coaching Session
– Fast pattern recognition and pragmatic advice
– Strategic positioning in regulated markets
– Honest but constructive feedback
– Understanding of funding and investor logic
– As a current startup CEO, I understand the pressure, pace, and ambiguity first-hand and probably made all the mistakes.

Background
He worked for 25+ years in several leadership positions in innovation, research and product development in the ICT industry, and was a strategic advisor and coach at Ignite and AI Sweden. He combines deep expertise in technology strategy and product portfolio management with operational experience in science-based innovation transfer and B2B ecosystem management.

Business Skills & Areas of Expertise
Deeptech technology transfer; product and system architecture design; AI, ICT, life and materials science; B2B sales and strategic partnership; fundraising and investor dialogue; ecosystem play; technology and business strategy, mindset and culture.

What Startups Can Expect from the 1:1 Coaching Session
– Kind and honest dialogue
– Focus on the core of the innovation and the value creation
– Pragmatic and actionable advice
– Shaping the narrative to be more successful with investors and customers
– Help to build culture and mindset