The Wondering, which began operations in October 2025, is shifting from its initial soft launch phase to a more focused outreach effort. The service is designed for a specific segment of the startup ecosystem: North American companies at the pre-seed and seed stages, along with select early Series A firms that remain founder-led in their go-to-market approach. Its primary focus is on B2B software and tech-enabled service businesses, particularly those where systems, data, and customer churn provide clear indicators of performance.
Founder Gerdus "Gus" Byleveld explains that the core challenge for many early-stage teams is not a lack of motivation, but a lack of repeatability. "Growth feels random because the work is still held together by heroics," Byleveld stated. "The shift happens when you get clear on why customers buy, why they don't, and how to run that process consistently—week after week." The service aims to replace uncertainty with executable clarity, helping lean teams of 2 to 25 full-time employees where the founder is still actively involved in sales.
The methodology of The Wondering involves building a go-to-market system resilient to the pressures of complex B2B sales cycles and enterprise dynamics, where customer retention is as crucial as generating new pipeline. This process includes refining the company's target market and value proposition, validating positioning against actual buyer language instead of internal assumptions, and converting customer behavior into actionable insights. A key principle is treating churn not as an inevitable mystery but as a diagnostic message. "If it's rising, something is misaligned—value, onboarding, expectations, targeting, pricing, or the way the offer is framed," Byleveld added. "The fix isn't more noise. The fix is clarity and a system."
Additionally, The Wondering is engaging with accelerators, incubators, venture studios, university programs, and founder communities that run cohorts for early-stage startups. The goal is to provide go-to-market support that founders can implement immediately, reducing guesswork and accelerating responsible traction-building. The service also addresses a significant pain point for global startups expanding into the United States market, where go-to-market design is rarely straightforward, aiming to minimize false starts and speed up the learning curve. More information is available at https://thewondering.net.
This development is important because it targets a critical failure point for many new ventures: the transition from initial, often chaotic, growth efforts to a sustainable, systematic business model. For founders, investors, and the broader innovation economy, the ability to systematize growth and interpret churn correctly can mean the difference between scaling successfully and stalling out. By providing a framework to convert customer signals into a repeatable process, The Wondering addresses a fundamental need for predictability and sustainability in the high-risk early stages of a B2B company's life.
