Founder: Kaius Meskanen
Business: Choicely
Revenue/Month: $70K
Founders: 3
Employees: 15
Website: choicely.com
Location: Helsinki, Uusimaa, Finland
Founded: 2014

For businesses in a hyper-connected world, where mobile devices dominate daily life, a high-performing mobile app can make or break a brand’s ability to engage its audience. But the road to app development has traditionally been a steep climb—one that involves high costs, months of development, and a heavy reliance on specialized technical skills. Enter Choicely, the brainchild of Kaius Meskanen, a no-code platform that flips this script entirely. By transforming the once-cumbersome app creation process into something intuitive, fast, and accessible, Choicely has positioned itself as a game-changer for businesses across industries. 

“We wanted to create a tool that takes the complexity out of app development,” Meskanen explains. “Traditional app creation is expensive, it takes forever, and it often locks companies into something they can’t easily update. With Choicely, it’s all about simplicity and speed—anyone can use it, and the result is a professional-quality app.” 

At the heart of Choicely is its drag-and-drop Choicely Studio, which empowers users to design apps without writing a single line of code. Features like APIs, SDKs, and web views allow for advanced customization, while the platform’s straightforward interface ensures that even non-technical users can feel confident building a polished, feature-rich app. Meskanen sees the platform as more than just a tech tool; it’s a solution to a deep-seated problem. “Companies shouldn’t have to choose between affordability and quality,” he says. “We’ve built Choicely to provide both.” 

The platform’s impact is reflected in its numbers. Between 2020 and 2021, Choicely saw its revenue quadruple, and today, the company generates $70,000 in monthly earnings. But it’s not just the revenue that tells the story—it’s the names behind the success. Media giants like ITV Studios, the force behind Love Island, and global entertainment powerhouse Banijay have used Choicely to power their apps. These apps aren’t small-scale projects, either. The Love Island app alone has millions of active users, offering fan voting, exclusive content, and real-time engagement—all built on the Choicely platform. 

“Working with ITV and Banijay has been incredible because they push us to explore what’s possible,” Meskanen says. “When you see millions of people engaging with an app you helped build, it really proves what this platform can do.” 

Choicely’s influence doesn’t stop with entertainment. In sports, the International Judo Federation has embraced the platform to engage fans with live updates, event schedules, and interactive features. Even global cultural events have tapped into Choicely’s potential. The Miss Universe Organization used the platform to build an app that has garnered more than three million downloads, giving fans a way to vote, interact, and stay informed in real time. 

Behind these successes lies a seismic shift in how brands approach mobile engagement. In 2022, data revealed that consumers now spend over four hours daily on apps, making mobile platforms the leading channel for building brand loyalty and driving conversions. Meskanen believes this trend underscores the need for businesses to rethink their approach. “People don’t just visit websites anymore—they live on apps. If you want to connect with your audience, that’s where you have to be,” he says. 

For businesses, Choicely’s value extends far beyond the development stage. Once an app is published on major platforms like the App Store and Google Play, companies can immediately activate it as a core part of their marketing strategies. Whether it’s through social media campaigns, email blasts, or website integration, the app becomes a living, breathing extension of the brand. “An app isn’t just a product; it’s a channel for constant interaction,” Meskanen explains. “When it’s done right, it can become the most powerful tool in a company’s arsenal.” 

The flexibility of Choicely also makes it particularly appealing in fast-moving industries. Media and entertainment companies, for instance, are under constant pressure to stay relevant in a world where trends shift overnight. The ability to build and launch an app in days—not months—gives these businesses a crucial edge. Meskanen sees this as a defining strength of the platform. “Agility is everything,” he says. “With Choicely, our clients can keep pace with their audiences. Whether it’s launching a new feature, updating content, or even creating an entirely new app, the process is quick and seamless.” 

For Meskanen, however, the true magic of Choicely lies in its capacity to empower. By removing the barriers of cost and technical know-how, the platform opens the doors for organizations of all sizes to make their mark in the mobile space. “We’re not just creating apps—we’re leveling the playing field,” he says. “Now, whether you’re a global corporation or a small business, you have the same opportunity to connect with your audience through an incredible app.” 

From Architecture to Innovation: Meskanen’s Unlikely Path to Choicely 

Before Choicely became a disruptor in app development, its roots were deeply intertwined with Meskanen’s eclectic professional journey. From crafting architectural designs in Africa to navigating legal frameworks in digital platforms, each step of his career played a role in shaping the vision that would eventually define Choicely. This diverse background not only gave him a sharp eye for problem-solving but also helped him recognize opportunities for efficiency and scalability—skills that became central to the platform’s mission. 

“Every project I worked on taught me something different about creating value,” Meskanen shares. “With architecture, it was about understanding the client’s needs and translating that into functional designs. With digital ventures, it became about building systems that scaled. Both approaches ultimately informed what we built with Choicely.” 

His entrepreneurial spirit first surfaced in 2008 during his time at Aalto University in Finland. While studying architecture, Meskanen founded his own architecture studio, quickly securing projects across the Nordic region and even attracting high-profile clients in Angola, West Africa. “When you’re a young entrepreneur, you have to hustle to earn credibility,” he explains. “We landed projects because we weren’t afraid to knock on doors and show what we could do.” 

That early studio taught him more than just design—it taught him how to connect with clients. By creating compelling case studies and delivering results, Meskanen honed his ability to pitch ideas and build relationships, skills that would prove invaluable when leading a tech company years later. 

By 2014, his ambitions began to shift toward technology. Real Estate Attorneys, a web portal he developed, connected users with legal advice and resources while generating leads for law firms. Within months, the platform gained traction and became profitable enough for a law firm to purchase a significant stake. “The beauty of that project was its simplicity,” Meskanen says. “It solved a real problem for two audiences at once—users needed legal help, and attorneys needed clients.” 

This experience sparked an interest in scalable solutions, and by 2015, the seeds of Choicely began to form. Meskanen started experimenting with fan engagement tools—specifically SMS and voice voting tied to TV programs. While the concept worked, the outdated technology frustrated him. “It was effective, but it felt clunky and disconnected from where technology was headed,” he recalls. “That’s when we began thinking about mobile apps as the future.” 

Starting with a small team and personal funding, Meskanen partnered with co-founder Tommy Eklund, who not only contributed to operations but also provided their first office space. Early client collaborations and investor support helped the company grow, but it wasn’t until a pivotal 2018 pitch in London that Choicely’s true direction became clear. 

“After showing what we had, it was obvious—clients wanted more than just engagement tools,” Meskanen explains. “They needed full-scale app solutions that could integrate everything in one place.” 

That realization drove the team to pivot, combining their existing fan engagement features with a broader no-code mobile app builder. The result was a flexible platform capable of delivering custom apps for businesses with speed and simplicity. By mid-2019, Choicely’s first major project—a mobile app for Love Island Finland—went live. Built with Python, React, Swift, and Java, the app set a new benchmark for what the platform could deliver. 

“It was a turning point,” Meskanen notes. “Not just for us, but for the clients who saw what was possible with a streamlined app-building process.” 

The Choicely platform now gives businesses the ability to craft apps tailored to their audiences, from interactive content feeds to customizable notifications and menu structures. Meskanen’s iterative approach—listening to feedback, adapting the product, and doubling down on market demand—has turned Choicely into a tool that meets the needs of a wide array of industries, from media to sports to entertainment. 

“Ultimately, it’s about giving businesses control over their digital presence,” Meskanen says. “If they can engage their audience better, they win—and so do we.” 

Building the Blueprint: Turning Vision into a Seamless Platform 

The creation of Choicely’s no-code app builder was a labor-intensive process requiring both creativity and technical rigor. Meskanen and his team set out to deliver something that many dismissed as unattainable—a tool powerful enough to produce professional, enterprise-grade apps, yet simple enough for non-technical users to master. While the vision was ambitious, the stakes were high: clients were eager for a solution, but the product’s success would depend entirely on its ability to deliver both usability and reliability under pressure. 

“We knew from the beginning that the technical challenges would be immense,” Meskanen admits. “But we also knew that if we could solve those, we’d be opening the door for businesses everywhere to finally build apps without the usual barriers of time, cost, and expertise.” 

At the core of the platform’s creation was co-founder and CTO Tommy Eklund. His technical expertise provided the framework for Choicely’s architecture. Alongside backend developer Pulkkinen and head of web development Warpenius, the team meticulously deconstructed the app-building process into modular components. Each piece—from content management tools to user interface design—was mapped out visually using Sketch. Meskanen recalls this as a critical phase of development: “We designed about 50 screen layouts for the desktop experience, figuring out how every single function would work together. It gave us clarity and helped us move step by step.” 

The modular approach helped define the system’s building blocks. Features like content feeds, interactive contests, surveys, and branded push notifications became individual components that could be integrated into any app. The team also designed advanced tools for managing development teams and app updates, ensuring the platform would scale for clients with large user bases. “From the very start, scalability was key,” Meskanen emphasizes. “We knew our clients would be serving millions of users, so the platform had to handle heavy traffic seamlessly.” 

Even with a clear vision and skilled developers, technical roadblocks were unavoidable. Balancing simplicity for users with the kind of robust performance demanded by clients in industries like sports and media required countless iterations. Early prototypes were stress-tested with clients to gather feedback, which played a pivotal role in refining the platform’s usability. “Every piece of feedback pushed us to make it better,” Meskanen shares. “We didn’t stop until we had something that worked flawlessly.” 

Hitting the Market: Adapting Through Challenges 

Once the platform was ready to launch, Meskanen and his team faced the daunting challenge of scaling the business. To build credibility in competitive markets, Meskanen brought on seasoned entrepreneur Tapio Rotko, a former CEO of Finland’s largest broadcaster, as executive chairman and investor. With Rotko’s strategic guidance, the team zeroed in on industries like media, sports, and entertainment—sectors where mobile engagement was critical. The strategy paid off, and the first wave of Choicely-built apps hit the market successfully. 

However, just as the company began gaining traction, the COVID-19 pandemic disrupted nearly every aspect of its business. With live sports and TV productions grinding to a halt, Choicely saw key projects canceled or delayed, while prospective clients scaled back budgets. “We went from full speed ahead to an almost complete standstill,” Meskanen recalls. “It was a real test for us as a team.” 

Rather than slow down, the company doubled its focus on improving the platform itself. With new funding secured to sustain operations, Choicely invested in product development, ensuring that the platform would be ready to meet the post-pandemic surge in demand. Ironically, the same conditions that temporarily disrupted the business also underscored the growing importance of mobile apps. As people spent more time online, app usage surged to record levels, with mobile apps becoming the primary way for brands to stay connected with their audiences. 

“No one could’ve predicted the pandemic, but it highlighted exactly why businesses need mobile apps,” Meskanen says. “When physical events disappeared, apps became the way to interact, engage, and even sell.” 

Scaling Success: Momentum Restored 

By the end of 2020, Choicely was not only recovering but thriving. The company’s persistence through the pandemic paid off, with revenue in 2021 climbing to four times that of the previous year. Notably, client retention was perfect—none of the platform’s users left, and many became vocal advocates of Choicely within their own industries. “When clients see the results, they want to share it with others,” Meskanen notes. “That organic word-of-mouth has been a huge driver for us.” 

This period also marked Choicely’s strategic expansion into broader markets. Its platform was designed with built-in viral capabilities, including seamless social sharing tools and integrations that encouraged clients to promote their apps while simultaneously driving visibility for Choicely itself. This, paired with a sharper sales strategy, led to the onboarding of high-profile clients like ITV Studios, the International Judo Federation, and IMG’s Miss Universe. These partnerships weren’t just wins for Choicely—they were endorsements that positioned the platform as the go-to choice for industries where user engagement is paramount. 

To amplify its reach even further, the company began forming reseller partnerships with key collaborators. These relationships allowed Choicely to tap into new markets and leverage the expertise of partners with deep industry connections. Meanwhile, the platform’s continuous evolution ensured it stayed ahead of client expectations. “Our job is to make it as easy as possible for businesses to succeed with their apps,” Meskanen says. “If we keep delivering on that promise, the growth will take care of itself.” 

Scaling for the Future: Expanding Reach and Pushing Boundaries 

As 2022 unfolded, Choicely found itself at a pivotal moment. With monthly revenue nearing breakeven, the company was edging closer to financial stability. But rather than resting on this progress, Meskanen and his team took a bold step—they decided to scale aggressively. Recognizing the vast opportunities within the no-code app-building market, Choicely launched a new fundraising round, channeling the capital into expanding its business development team and bolstering its pool of developers. The ambition was clear: to refine the platform further and lay the groundwork for becoming a global powerhouse in the space, with the ultimate goal of achieving unicorn status. 

“We realized this was our moment to go big or risk slowing down,” Meskanen says. “The demand was there, and we had the foundation in place. What we needed was more resources to accelerate and meet the potential of the market.” 

Part of this strategy involved perfecting the app-building process itself. Choicely’s internal technology team was fine-tuning the platform’s automation to lower barriers even further, making the system so seamless that small businesses or even individuals could create apps without breaking the bank. “Automation isn’t just about efficiency,” Meskanen explains. “It’s about opening the door for businesses of all sizes. When the platform can handle the heavy lifting, we can offer solutions at a lower price point, expanding access to even more customers.” 

This move also served to enhance Choicely’s already robust customer retention. With no churn to date, the company had built a track record of delivering tools that customers relied on for years. Most apps created through the platform were designed to remain active for three to five years, providing ongoing value to clients. Meanwhile, efforts to reduce customer acquisition costs—estimated at $2,000 per client—allowed Choicely to edge closer to profitability while keeping its product attractive to companies of all sizes. 

The platform’s reach had also grown exponentially. By early 2022, Choicely was serving customers across six continents, illustrating its ability to cater to diverse markets and business needs. A combination of inbound and outbound sales strategies drove this expansion, supported by SEO-driven website traffic, reseller partnerships, and the implementation of a fully automated sales funnel. 

One of the most compelling drivers of growth has been Choicely’s focus on storytelling. Meskanen highlights how showcasing customer success stories has become an integral part of their marketing strategy. “When potential clients see the impact our platform has had on others, it immediately clicks for them,” he says. Case studies and social media content featuring measurable outcomes have created a consistent stream of interest, reinforcing the platform’s reputation for delivering results. These narratives—backed by real-world data—act as a magnet for businesses seeking similar outcomes, fueling both engagement and conversions. 

Leadership Lessons: Strategy, Self-Awareness, and Focus 

For Meskanen, steering Choicely through its rapid growth has been as much about personal development as it has been about business strategy. A key takeaway from his entrepreneurial journey has been the importance of balancing optimism with realism, particularly in sales. 

“In the beginning, I was overly optimistic,” Meskanen admits. “I’d get excited about a great meeting or a warm lead and assume a deal was as good as done. But I learned quickly that excitement doesn’t always equal a signature on a contract. Decision-making, especially in larger organizations, is complex—it can involve multiple stakeholders, long timelines, and a lot of internal discussions.” 

This realization has led to a more calculated approach when evaluating opportunities. Today, Meskanen combines his natural enthusiasm with a sharper focus on the business fundamentals of each deal. “It’s not just about how excited someone seems in a meeting,” he explains. “You have to think through the whole decision-making process—who else needs to approve it, how their budgets work, and whether it aligns with their goals. That’s where the real opportunity lies.” 

Cultural and market differences have also played a significant role in shaping his sales strategy. From Europe to Asia to the Americas, Meskanen has observed how decision-making styles vary dramatically, requiring him to adapt his approach to each context. “Understanding how people think and operate in different markets has been a game-changer,” he says. “It’s about listening, learning, and respecting their way of doing business while still presenting a compelling case.” 

In addition to sales, Meskanen emphasizes the importance of maintaining a holistic view of the business. He sees leadership as a balance between focusing on big-picture strategy and staying connected to day-to-day operations. “I try to look at the business from three angles,” he says. “Zooming out to see the long-term trajectory, stepping into the details of execution, and making sure our teams are aligned and working efficiently. That balance is critical.” 

This approach has allowed Choicely to remain agile even as it scales. Meskanen has learned to prioritize high-impact initiatives, like online marketing and automated sales processes, while trusting his team to manage areas that are running smoothly. “Micromanaging doesn’t help anyone,” he says. “When you empower your team and focus on the areas where your attention is most needed, you create momentum for the entire organization.” 

As Choicely continues its ascent, Meskanen’s ability to juggle vision, execution, and adaptability has positioned the company to meet the growing demand for no-code app solutions while staying laser-focused on its long-term goals. 

Words of Wisdom for Aspiring Entrepreneurs 

Entrepreneurship, as Meskanen knows firsthand, is rarely a straightforward path. It demands persistence, creativity, and an unshakable belief in one’s vision. For those willing to take the leap, however, the rewards go far beyond financial gains. To him, building a business is fundamentally about creating something meaningful—a product, a service, or a solution that genuinely improves people’s lives. This philosophy has guided him through years of starting and scaling businesses, and it forms the cornerstone of the advice he offers to others stepping onto the entrepreneurial stage. 

“It all begins with the idea,” Meskanen says. “You have to create something that not only grabs attention but raises the standard. If your idea doesn’t have a sharp edge in the market, it’s going to be an uphill battle.” For him, the early phase of shaping a concept is where the groundwork for success is laid. It’s not just about being different for the sake of it—what matters is identifying an angle that resonates with customers and sets you apart from competitors. 

Once the idea is solid, Meskanen advises tying it to a practical plan. While profitability isn’t always immediate for startups, having a clear path to financial sustainability is non-negotiable. “If you don’t have a roadmap to profitability, you’ll lose steam quickly,” he says. “It’s easy to fall in love with a concept, but the numbers need to add up. Without that foundation, even the best ideas can stall out.” 

Securing funding is another major step, and Meskanen highlights the importance of both preparation and strategy. “Building a pitch is just one piece of the puzzle,” he explains. “You also need to know exactly who you’re pitching to. The right investor isn’t just someone with capital—it’s someone who aligns with your vision and can bring value beyond the money.” He recommends creating a targeted list of potential backers, tailoring pitches to their specific interests, and treating fundraising as a two-way conversation. 

But ideas and funding alone won’t build a business. Meskanen believes success hinges on assembling a talented team. “You can’t do it alone,” he says firmly. “The best businesses are built by groups of people who complement each other. Surround yourself with people who are not only skilled but better than you in areas where you need expertise. That’s how you build something extraordinary.” 

Flexibility is another principle Meskanen returns to often. While having a vision is important, he stresses the need for adaptability as markets shift and new opportunities arise. “The market will never behave exactly how you expect,” he points out. “The ability to make small adjustments—whether it’s to your product, pricing, or strategy—can make all the difference.” Many of the most successful businesses, he notes, are the result of iterative refinement rather than rigid adherence to an original idea. 

Alongside strategy and execution, Meskanen believes confidence is a key ingredient in any entrepreneur’s journey. “You have to believe in what you’re building,” he says. “When you’re proud of your work, it shows. That energy is contagious—it attracts customers, investors, and great talent.” However, he cautions that confidence must be tempered with realism. Seeking honest feedback from advisors, employees, and even customers is essential to ensuring that enthusiasm doesn’t blind an entrepreneur to potential flaws. 

For Meskanen, building a business is a mix of dreaming big and staying grounded. “Success isn’t glamorous—it’s years of hard work, tough decisions, and small wins that build over time,” he reflects. But for those willing to embrace the challenges, the process is deeply rewarding. His advice strikes a balance between ambition and realism, offering future entrepreneurs a roadmap not just for dreaming boldly but for putting in the work to bring those dreams to life. 

Success Factors: Why Did Choicely Succeed? 

• A Strong Vision Paired with Bold Thinking: Choicely was built on the idea of democratizing app creation—making professional-grade mobile apps accessible to non-technical users. Meskanen’s ability to think beyond traditional app development, combined with his focus on solving real problems for businesses, laid the foundation for a solution that stands out in a crowded market. “You have to create something that not only grabs attention but raises the standard,” Meskanen said, highlighting the importance of crafting a concept with a clear market edge. 

• Relentless Focus on Usability and Scalability: The team’s modular approach to app-building—breaking the process into manageable components and automating key elements—allowed the platform to be both user-friendly and capable of handling enterprise-level traffic. This focus on simplicity for users and scalability for businesses ensured widespread appeal. “Automation isn’t just about efficiency—it’s about opening the door for businesses of all sizes,” Meskanen explained, referring to the platform’s accessibility for both small businesses and large organizations. 

• Exceptional Customer Retention and Measurable Value: With zero client churn to date, Choicely has consistently delivered value, ensuring its apps remain active and effective for years. The platform’s ability to meet client needs, combined with showcasing customer success stories, helped build trust and attract new business. “When potential clients see the impact our platform has had on others, it immediately clicks for them,” Meskanen shared, underscoring the importance of data-driven case studies. 

• Strategic Leadership and Adaptability: Meskanen’s leadership style emphasizes balancing big-picture vision with day-to-day execution, enabling the company to stay agile even during challenges like the pandemic. The ability to pivot—from focusing on engagement tools to building a comprehensive app builder—demonstrated the team’s willingness to adapt to market demands. “The ability to make small adjustments—whether it’s to your product, pricing, or strategy—can make all the difference,” he said, reflecting on the importance of flexibility. 

• Team Expertise and Collaboration: Meskanen surrounded himself with skilled co-founders and team members whose technical expertise and creative problem-solving shaped the platform’s success. The team’s ability to break down and prototype complex technical challenges into actionable components was critical. “The best businesses are built by groups of people who complement each other,” Meskanen said, emphasizing the value of assembling a strong, well-rounded team. 

• Leveraging Strategic Partnerships: Collaborations with experienced professionals like Tapio Rotko, the former CEO of Finland’s largest broadcaster, helped Choicely sharpen its sales and marketing strategy. Reseller partnerships further expanded its reach into new markets, amplifying growth. 

• Resilience in the Face of Challenges: The pandemic disrupted many of Choicely’s key industries, but the team doubled down on platform development during the slowdown. This not only kept the company on track but positioned it well to capitalize on increased demand as mobile app usage surged globally. “When physical events disappeared, apps became the way to interact, engage, and even sell,” Meskanen observed, showing how Choicely adapted to changing circumstances. 

• Global Market Reach: By expanding its platform to clients across six continents and adapting to cultural differences in decision-making, Choicely established itself as a solution for diverse industries, from media to sports to entertainment. “Understanding how people think and operate in different markets has been a game-changer,” Meskanen noted, reflecting on the company’s ability to tailor its approach globally. 

• Focus on Marketing and Storytelling: Choicely leveraged customer success stories and data-backed case studies as a powerful marketing engine, attracting inbound leads and reinforcing its credibility in the market. 

• Long-Term Vision Balanced with Practicality: While aiming for bold, ambitious goals like unicorn status, Meskanen maintained a clear focus on profitability and practical execution. His disciplined approach to business fundamentals, such as reducing customer acquisition costs and fine-tuning operations, helped Choicely grow sustainably. “If you don’t have a roadmap to profitability, you’ll lose steam quickly,” he cautioned, emphasizing the importance of aligning ambition with financial planning. 

Key Lessons to Learn 

1. Identify and Solve a Real Problem: Choicely succeeded because it addressed a clear gap in the market: the high cost, complexity, and time required to develop professional mobile apps. By building a no-code platform, it empowered businesses of all sizes to create high-performing apps without technical expertise. Lesson: Successful businesses solve real, pressing problems for their customers. Identify inefficiencies or pain points in your target market and create solutions that are simpler, faster, or more effective than what exists today. 

2. Think Big, But Stay Grounded: From the outset, Choicely aimed to disrupt traditional app development with bold thinking and scalable solutions. However, Meskanen also emphasized the importance of profitability and creating a practical roadmap to financial stability. Lesson: Dreaming big is important, but without a clear, practical plan, even the most ambitious ideas can lose momentum. Balance long-term vision with short-term execution to ensure consistent progress. 

3. Prioritize Simplicity and Accessibility: Choicely’s success stems from its ease of use. By automating the app-building process and lowering the technical barriers, the platform attracted a wider audience—from small businesses to enterprise clients. Lesson: Complexity can be a barrier to adoption. Whether you’re building a product or delivering a service, aim to simplify the process for your customers. Make your solution intuitive, scalable, and accessible to a broad audience. 

4. Flexibility Is Key to Growth: While Choicely began with tools for fan engagement, feedback from clients prompted the team to pivot toward a broader, more comprehensive app-building platform. This willingness to adapt helped the company stay relevant and expand its market appeal. Lesson: Be open to change. Markets evolve, and customer needs shift—successful businesses listen, iterate, and refine their approach to meet those demands. Rigidly clinging to an original concept can limit growth opportunities. 

5. Build a Strong, Complementary Team: Meskanen surrounded himself with co-founders and team members whose skills filled gaps in his expertise. For instance, CTO Tommy Eklund led technical development, while Tapio Rotko, a seasoned media executive, strengthened sales and strategy. This collaboration allowed Choicely to execute with precision. Lesson: Entrepreneurs don’t need to excel in every area. Focus on your strengths and build a team of talented individuals who complement and enhance your vision. Diverse skill sets create stronger foundations for growth. 

6. Adapt to Challenges with Resilience: When the COVID-19 pandemic disrupted many of Choicely’s key industries, the team redirected its focus to product development, securing funding to keep operations on track. This strategic shift allowed the company to emerge stronger as mobile app usage surged globally. Lesson: Adversity is inevitable in business. Resilience and adaptability during challenging times can help you not only survive but position your business to thrive once the market stabilizes. 

7. Leverage Storytelling and Proof Points: Choicely amplified its growth by showcasing client success stories and data-backed case studies. By highlighting measurable outcomes, the company attracted new customers and built trust in its platform. Lesson: Use storytelling to demonstrate value. Sharing real-world results creates credibility and inspires prospective customers to see how your solution can benefit them. Marketing that combines compelling narratives with hard data is particularly powerful. 

8. Focus on Customer Retention: With zero client churn, Choicely’s ability to deliver consistent value ensured long-term relationships with customers. Its apps were designed to remain relevant and useful for years, leading to a strong base of advocates who referred others to the platform. Lesson: Retaining customers is just as important—if not more so—than acquiring new ones. By ensuring your product or service continues to deliver value, you can build loyalty and create a base of enthusiastic advocates. 

9.  Balance Optimism with Realism: Early in his career, Meskanen’s enthusiasm for deals sometimes led him to overestimate their likelihood of closing. Over time, he developed a more measured approach, carefully assessing business logic and decision-making dynamics before getting overly invested in potential opportunities. Lesson: Optimism is essential for entrepreneurship, but it must be tempered with careful evaluation. Take a balanced approach to opportunities, assessing both emotional signals (like enthusiasm) and objective factors (like decision-maker buy-in and financial feasibility). 

10. Stay Focused While Scaling: Even as Choicely grew to serve clients across six continents, Meskanen maintained a disciplined focus on high-impact areas like platform automation, outbound sales, and reseller partnerships. By prioritizing efforts that created the most value, the company scaled effectively without losing sight of its core goals. Lesson: Scaling a business requires focus and prioritization. Avoid spreading yourself too thin—channel resources and energy into the initiatives that will deliver the highest returns.  

11. Combine Vision with Execution: Meskanen’s leadership demonstrates the importance of balancing strategic thinking with hands-on involvement in operations. His ability to toggle between long-term planning and day-to-day execution ensured that Choicely could stay agile while pursuing ambitious goals. Lesson: Great leaders think strategically but also understand the mechanics of execution. This dual focus helps align teams, maximize efficiency, and keep the business moving toward its objectives. 

12. Harness the Power of Confidence and Pride: Meskanen highlights the value of being proud of your work and believing in your product. That pride translates into energy, enthusiasm, and trust that resonates with customers, investors, and employees. Lesson: Confidence in your business is contagious. When you genuinely believe in what you’re building, it inspires others to believe in it too—but back that confidence with thorough preparation and critical evaluation. 

Opportunity Matrix 

Founder Background 

Kaius Meskanen’s career spans architecture, law, and entrepreneurship. His background includes running a successful architecture studio, launching a legal web portal, and experimenting with fan engagement tools. 

Problem Identification 

Traditional app development is expensive, time-consuming, and technically complex. Businesses needed a way to create professional-grade mobile apps without high costs or technical expertise. 

Market Opportunity 

Growing global demand for mobile apps as consumer behavior shifts toward mobile-first engagement. The rise of no-code solutions highlights a gap in the market for affordable, easy-to-use app-building platforms. 

Competitive Landscape 

Competing against traditional app development agencies, low-code platforms, and no-code tools like Bubble and Glide. Differentiation comes from user-friendliness, scalability, and speed-to-market. 

Market Research 

Feedback from early clients, particularly media and entertainment companies, revealed a need for an all-in-one platform that integrated fan engagement tools and app-building capabilities. 

Business Model 

SaaS subscription model with tiered pricing based on client needs and usage. Designed to cater to both enterprise clients (e.g., large media companies) and smaller businesses through scalable pricing structures. 

Initial Capital 

Bootstrapped with personal funds from Meskanen and co-founder Tommy Eklund. Later secured investor funding, including support from Tapio Rotko, former CEO of Finland’s largest broadcaster, to expand operations. 

Product/Service Development 

Modular, no-code app builder with advanced features (e.g., APIs, SDKs, push notifications, contests, surveys). The platform was iteratively improved based on client feedback and designed for enterprise-grade reliability. 

Marketing Strategy 

Focused on storytelling through customer success case studies, data-backed impact reports, and SEO-driven traffic. Outbound sales and reseller partnerships were also critical to expanding market reach globally. 

Milestones 

• 2019: First major app launched (Love Island Finland). 

• 2020: Secured funding to sustain operations during COVID-19. 

• 2021: Revenue quadrupled with zero client churn. 

• Clients spanned six continents by 2022. 

Scalability 

Built for enterprises serving millions of users, yet adaptable for smaller businesses through automation. The no-code model ensures the platform can serve diverse industries with minimal customization costs. 

Potential Risks and Challenges 

• Dependence on industries vulnerable to economic slowdowns (e.g., media, sports). 

• Competitive pressure from established no-code platforms. 

• Maintaining platform reliability under high traffic loads. 

Key Performance Indicators/Metrics 

• Monthly recurring revenue (approaching breakeven by 2022). 

• Customer acquisition cost (estimated at $2,000 per client). 

• Zero client churn. 

• Number of apps launched and active user engagement metrics.