ElcoCuijpers
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Hey everyone,
I’m starting this thread to document my Fastlane journey. Mainly, it’s an accountability thread to keep me moving in the right direction. I’ve tried a few ideas, but they all failed.
First of all, thanks to @alexkuzmov for this thread — your story really inspires me. And to @TheWiseGuy for this one — you described my fear of public failure perfectly and motivated me to start writing here.
I’ve already made an introduction post, but I want to add more context here.
Background
I’ve been running my own company for 10 years. I joined my dad when his business partner left, right as I was finishing my master’s thesis. My dad is an electronics wizard who can repair any CNC or production machine — either by fixing boards or retrofitting entire systems. He travels the country fixing machines.I support him from the office: ordering parts, designing retrofits, and handling the business side. My main contribution is designing circuit boards, software, and products, either as a consultant or as a producer. I also tried a startup (which failed).
The company pays the bills, but here’s the painful truth: most of the money I earn comes from my dad’s work. He’s fine with it and wants to support me, but I’m not. I want to build something of my own. I’ve also built a small portfolio of client products where I own the IP, and clients have to order through me — but the sales are out of my hands.
Some products I’ve Built/Sold
- Interface PCB to connect Tesla Model S batteries to solar inverters (with a client)
- 4G sensor platform for a specific task (own startup)
- Electronics for agricultural machinery (foil around big hay bales) (with a client)
- Dipstick to measure oil layers in oil/water separation tanks (with a client)
Health Wake-Up
Two years ago, I had major health issues. It started with occasional ear buzzing, then one day I suddenly became extremely dizzy — like sea sickness or being fully drunk. Doctors couldn’t explain it. After a day of sleep, it was gone.I believe it came from lack of sleep (we had a newborn) and the stress of not living the life I wanted. I felt unfulfilled.
So, I made some changes:
- Learned meditation and started exercise
- Read business books
- Reduced carbs (Jesse Inchauspé method, I recommend this for fatigue issues)
- Cut alcohol
- Decided to commit to the Fastlane after reading The Millionaire Fastlane
Current Work
After that my first Fastlane attempt was an automated mass-switch for batteries. When I pitched it, people were excited and “wanted to invest.” Now that it’s almost ready, the enthusiasm has faded. It’s a very niche market, and I didn’t think about customer acquisition. I haven’t given up yet, but I’m realistic that it won’t put me in the Fastlane.Recently, I started experimenting with AI. I was absolutely shocked — I built an MVP, for a product that I thought was out of reach for me, in 5 days that would have taken me 6 months before. At first I was euphoric. But after MJ’s “AI apocalypse” newsletter, reality hit. My consulting clients will likely need me less and less in the next 3–5 years.
That thought shook me. I spent 10 years mastering embedded software and electronics, only to risk being replaced by software. This makes it even more urgent to find a Fastlane product that works.
My Biggest Challenges
- Choosing the right product – I used to chase cool tech instead of solving real problems. Now I’ve read "The Mom Test" and "The Right It" and will be doing more validation.
- Marketing & sales – My weakest area. I’m insecure, overthink what people think of me, and have no sales background. I’m now learning from @Andy Black ’s posts/videos, and finally setting up simple Google Ads (why didn’t I do this earlier?!). I also joined a local business network and reached out to old friends to connect and share opportunities.
- Focus & consistency – I start strong but lose steam quickly. Then distraction and procrastination kick in. I’ve started using Goalsumo, regular workouts, and now this thread to keep me aligned. Still looking for more ways to build discipline.
Goals for This Month
- Finish my current product and sell at least 1 unit
- Run Google Ads for all products/services and test sales potential
- Launch my new MVP and test interest via google ads
- Explore new ideas and do rough calculations
- Research if my current products can serve different markets (the 4G sensor platform looks promising if I can match it with the right problem)
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