The Emergence of The Founders Associate

Have you heard of the new role that’s emerging in the startup world?

It’s called the Founder Associate, or as I like to name it, the start-up consigliere. Now, before you get any strange ideas about criminal activity, let me tell you that this ain’t no Italian mafia thing.

The Founder Associate (FA) role we’re talking about here involves being a trusted advisor and helping the company founder(s) with a variety of tasks. It’s kinda like the consigliere in “The Godfather” movie, but without all the shady stuff. Jokes aside, I had the opportunity to work as a FA at an early-stage startup in Berlin back in 2021, so I can also speak from personal experience. And let me tell you, it was quite an adventure!

So, let’s explore this role further and discover what it entails, what qualities make a great FA, and how to get started in this exciting role!

To help us figure that out, I’ve interviewed five of the best FAs in Berlin who are working at some of the most exciting venture-backed startups.

Colin Farfán Harder, Enpal (Raised €1.7b from HV Capital and BlackRock)

Aaron Martin, Charles (Raised €27m from Accel, SalesForce Ventures and HV Capital)

Josefine Stippl, Sureln (Raised pre-seed capital from Sequoia Capital)

Titus Von Pachelbel, Junto (Raised €6.2m from Earlybird and Picus Capital)

Nathalie Daum, Karla (Raised €3.4m from 468 Capital and La Famiglia)

#1 Colin Farfán Harder (Enpal)

How would you describe the role of the FA?

The role of a FA can be described as that of a right-hand person to one of the founders. Essentially, it involves handling high-priority projects and tasks as set by the founder or serving as a personal assistant to the founder. In my case, for example, I manage high-priority projects such as working with the sales team to optimise steps within the sales process, increase conversion rates, and implement changes to help reach our targets. However, in an early-stage startup, the role may also include planning company off-sites and handling more general organisational tasks.

What are the most important skills to have as an FA?

As a FA, you may find yourself working outside of the traditional team setup. Therefore, excellent communication and stakeholder management skills are crucial, as you often act as the bridge between different departments. Moreover, you need to be hands-on and have a “get things done” attitude. You should not be afraid to get your hands dirty and always focus on the end goal and OKRs. Prior experience in managing teams is helpful because you may be assigned a team quickly. Additionally, my previous experience of starting a company has helped me see things from a founder’s perspective, making it easier to put myself in my boss’ shoes and prioritise tasks.

What does a typical day look like for you?

There is no typical day (laughs). For me, a more normal day might involve shadowing a department in the morning to better understand their processes, then meeting with the tech team at headquarters at noon, and returning to the sales office for an in-person meeting with the Chief Sales Officer and Chief Operations Officer. Today, I am travelling to our Leipzig office with the venture development team.

What previous experiences helped you to land an FA role?

The necessary skills for the FA role depend on the specific qualities that the founder is looking for in a candidate. However, being driven, quick-thinking, and hands-on are essential traits. During my interview process, my boss was open about the expectation that I should be comfortable with getting my hands dirty and performing unfancy tasks at times.

As I had previously worked at a deep tech VC, my boss was initially unsure about my willingness to do so. However, I shared a story from my days of building my own company, where I personally labelled hundreds of products by hand, packed parcels, and carried them to the post offices for several months every day. This helped ease his mind (laughs).

What advice would you give to someone who wants to become an FA?

If you have the opportunity, go for it!

The position of a FA is amazing, with a lot of insights and responsibilities. You will be able to make an impact and help drive the company forward. As mentioned earlier, the role of an FA may vary from company to company, so it’s important to align with the founder on what they are looking for in an FA and how they want to work with you.

To succeed, it’s essential to understand the company’s needs, how you can personally add value, and to have entrepreneurial drive, adaptability, and problem-solving skills. And last but not least, the personal chemistry between the founder and the FA has to be right. I believe that who you work for is more important than what you work on.

#2 Aaron Martin (Charles)

How would you describe the role of the FA?

The FA’s role is like that of a Swiss Army Knife. They are responsible for supporting the founder(s) on a variety of pressing issues across the company, thereby serving as a multiplier.

What types of tasks are FAs responsible for?

FAs work on two types of tasks: horizontal and vertical. The former involves working towards department-overarching topics such as OKRs and board meetings. The latter involves diving deep into the specific departments of the company. For example, a lot of my time has gone into setting up reporting systems across departments. This is an example of a vertical task.

What are the main characteristics of a great FA?

The most important characteristic of an FA is to be a well-rounded generalist. FAs should have previous experience in fast-paced environments and possess excellent communication skills. As you will be thrown onto many different challenges, it helps to be a quick thinker and have a good business acumen Additionally, they should enjoy being an orchestrator of the company, ensuring that everything flows in a harmonised way towards common goals.

What does the career trajectory of an FA look like?

The career trajectory of an FA can vary depending on the company’s growth stage and needs. Some FAs take up roles as department or country leads, while others may become heads of something. If the company grows to over 100 people, you are well-suited to take on first emerging roles in strategy. It is also quite common to see FAs move on to become Chief of Staff which can be seen as a more senior FA role.

What previous experiences should someone highlight if they wish to become an FA?

If you are joining at a pre-seed or seed level, it is highly important to show entrepreneurial drive and ambition. However, at Series A and beyond, the ability to structure things becomes more key. Across stages, founders are often looking for someone who can complement their own skill set. Therefore, show them that you are the multiplier a founder needs.

What advice do you have for an aspiring FA?

Before accepting a job, make sure to ask all critical questions such as who are the investors, what is the founder relationship, and what are the main tasks and areas of responsibility. However, the most important thing is to get along with the founder you will be working with. Be sure to meet the founder at least once in person.

#3 Josefine Stippl (Sureln)

What is the role of an FA, and what do you enjoy the most about it?

The best thing about being an FA is that it is never boring, and you get to learn about every aspect of building a company. It is the perfect role for someone who envisions starting a company one day.

What are some of the most exciting projects you are working on?

My role is to support our founders in various commercial areas, including strategy and business development, finance, fundraising, as well as smaller topics such as sales, product, and business intelligence. Specifically, I am currently working on developing our financial model, creating a partnerships program, managing our vertical expansion projects, and assisting fundraising efforts. But there are many more exciting topics!

What distinguishes a good FA from a great FA?

Being proactive can certainly set you apart, but it is also essential to know how to self-organise and prioritise tasks to optimise specific OKRs. Another crucial trait, especially useful in very early-stage startups, is being structured. This is because everything, including processes, can be messy and are often non-existent. Additionally, being data-driven is important in these early stages because many decisions are based on assumptions that need to be validated. In short, having a systematic approach and a passion for optimization are key traits to have. Lastly, it is crucial to give 100% effort in everything you do, regardless of the task’s importance. This mindset will help you excel in your role and make a significant contribution to the company.

What are the things you should do before you decide to become a FA?

Begin by defining your dream job and the environment in which you would like to work. Next, speak with as many people from the company and former employees as possible to ensure a personal fit. Then, identify areas on your CV that align with the company’s narrative and what they are seeking. If you have consulting experience, highlight it, and demonstrate how your analytical abilities and structured approach can benefit the company. Make sure that you are aware of your unique strengths and how they can contribute to the startup’s growth.

Any advice for an aspiring FA?

Begin by aligning on your future responsibilities, and then make sure to inquire about your professional development plan and how it will evolve over time. Next, conduct research on the founder with whom you will be working. Consequently, reach out to previous employees or investors for reference calls to confirm that the founder is a top performer in their field. Finally, arrange a coffee meeting with the founder to ensure that there is a good personal fit.

#4 Titus von Pachelbel (Junto)

How would you describe the role of the FA?

I would describe the role of an FA as constantly evolving and dynamic in nature. It provides unparalleled exposure to founders and offers firsthand insights into their strategic thinking, as well as their operational execution. Apart from the strategic and operational aspects, part of the FA’s role is also to act as a “fire extinguisher” for special situations and projects that arise.

What are some of the projects you can expect to work on as an FA?

The projects you work on as an FA will highly depend on the responsibilities of the founder you support. At Junto, for instance, there are two founder associates, each working closely with one of the co-founders. Personally, I am involved in a wide range of GTM and people-related topics. The areas of responsibility an FA has can vary greatly, so clear and transparent communication before joining a founding team on their journey is critical.

What are the next steps after the FA role?

The beauty of this role is its versatility. As an FA, you acquire a wide range of skills, and as a result, there are various logical paths one could take. Among those are:

• Assuming a more senior role in the founder’s office over time, often referred to as Chief of Staff.
• Taking on a “lead” position in one of the functional teams. You typically take on such a lead position in a team that you work intensively with during your time as an FA.
• Starting your own entrepreneurial journey. No role can prepare you better to launch your startup than that of an FA.

What are the main traits that every FA should have?

While it is difficult to generalise, I do think there are certain qualities that will prove very useful as an FA. Among those are:

• People skills: You will be dealing with people all day, managing different projects and stakeholders as a liaison between the founder’s office and the entire startup. Being great at connecting the dots with a human touch is crucial.
• Execution skills: You will encounter quite a bit of ambiguity in the FA role, and often, there is no straightforward way to get to an answer. Being able to take action and navigate uncertainty is helpful.
• Resilience: You will usually work in a fast-moving and dynamic environment as an FA. As a result, the role can be demanding in terms of workload and pace from time to time. Having a high level of resilience, drive, and an ability to (de)prioritise will prove to be useful.

How can someone better prepare to become a FA?

To land an FA role, relevant prior experience in a fast-paced and dynamic environment such as other scaling startups, VC, consulting, or banking helps a lot. Not only because the pace of work is similar, but also because it increases the chances of getting the FA job. Moreover, the stage, industry, and business model of the startup can matter a lot. Always keep this question in mind: What can you bring to the table that the founders will find valuable? Lastly, networking is definitely powerful. Talk to people in the startup ecosystem, especially fellow FAs who are usually willing to help!

Any advice for an aspiring FA?

As the job description can differ a lot from startup to startup, make sure to be as clear as possible with the founders in terms of communication. You should be aware of the areas of responsibilities, your own development plan from FA to the next potential role in x months/years, and should be fully on board with the founder’s vision and plan for the startup. If all of this is aligned, then I can only recommend the FA role!

#5 Nathalie Daum (Karla)

How would you describe the role of the FA?

The role of a FA is cross-functional, offering the opportunity to have a holistic view of the company at all times. As an FA, I am continuously aware of what is happening and often the one who connects the dots between different teams and functions. The role is highly versatile and depends on factors such as the company’s stage and the founders themselves.

What do you enjoy the most about being a FA?

My favourite thing about this experience is being involved in every step of the founding process and gaining invaluable lessons for myself. Additionally, I love how this role continually evolves with the company, allowing you to tailor it to your strengths and interests and excel in a way that suits you best.

What are some interesting projects you are currently working on?

I stay in close contact with end users and selected co-creation partners to shape our product development and prioritise features. This is especially exciting now, as we prepare for our official app store launch! Additionally, I am responsible for sales and pricing planning, building a pipeline of initial paying customers, and overseeing their integration and onboarding processes.

Which traits helped you excel in this role?

In my opinion, passion and a constant desire to learn and grow are the main factors for success. Additionally, the ability to quickly adapt to changing circumstances and take on multiple tasks simultaneously is key. Effective communication and collaboration with the founders and the team are crucial to build trust and align priorities. Lastly, it is also helpful to always think positively and embrace both the ups and downs along the way.

How do you envision your future career?

I aspire to build a company on my own. That’s why I enjoy being a part of the early stages at Karla, where I am learning extensively about what it takes to launch something from scratch. At Karla, I am excited for the forthcoming challenges, learning opportunities, and professional growth in my role as we continue to move forward.

Any advice for an aspiring FA?

If you aspire to launch a company someday and are fascinated by all aspects of entrepreneurship, you should consider joining a startup as a FA.

Thank you all for the great insights, and best of luck moving forward.

Last words

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About the author

This piece is written by Michelangelo Pagliara, co-founder of Operators & Friends, ex-FA at Strise, and ex-VC Analyst at Antler, Samsung NEXT and KPN Ventures.