Business Architect · Rogier van Wagtendonk

I help foundersmake their business vacation-proof.

By designing the systems and building the tools that keep it running. Even when you step away.

■ (01)

(Projects)

Projects I'mbuilding right now.

From mentoring to platform. From AI tool to framework. One common thread: helping founders build something that's truly theirs.

PlatformLive · 35+ clients

stable

Elpotato

All-in-one platform for founders. Replace your scattered tools for one flat monthly fee. Built with Alex van der Werf.

Visit elpotato.com

AI · BrandingBeta · launching May 1

archetype

OhmyCarl

Science-backed archetype analysis for brand professionals. Based on the work of Carl Jung.

Visit ohmycarl.com

ToolsIn development

widgets

ToolPotato

One widget. More closes. Show prospects the real cost of their scattered toolstack. Interactive comparison widgets.

Visit toolpotato.com

FrameworkIn development

who you are

GRW5

Personality-driven business design. Build a business that fits who you are, grounded in validated personality science.

Visit grw5.com

■ (04)

(What others say)

Founders speaking up.

“Rogier makes data fun. With the right questions he helps surface the numbers that actually matter.”

Youri Meuleman

CEO Mailblue

“He can immerse himself in a business incredibly fast. Quick to switch gears, very pleasant to work with.”

Ernst-Jan Buijs

Conversie Agency

“In no time we defined the KPIs that genuinely matter for my business.”

Marja den Braber

Braber Academy

“Clarity. Getting things done and achieving results becomes a lot easier.”

Raymond Kempen

Full Front

“Awesome personality and a great speaker. He energizes the audience in a very sympathetic and entertaining way!”

Meike Muller

Serial Founder · From Stuck to Agile

BiBi FitStudio · Antwerp & Mechelen

“From a blurry focus we grew into a real business over the past year.”

Client base doubled

Dozens of women on the waiting list

Expansion Antwerp and opening Mechelen

· Katrien & Hellen, BiBi FitStudio

Reviews from founders · click for the full story

Wijnand Geuze

Linkfotografie

“The CEO day with Rogier showed me that my own blind spots were making things unnecessarily hard and holding back my growth. The day gave me a new overview and focus. Every minute with Rogier is valuable.”

Annelies Bobeldijk

WOW Opvoedcoaching

“You have managed to push me, as a down-to-earth non-dreamer, to think bigger. Now I know where I want to go and what I need to do to get there.”

Yindra Cox

Performance Coaching

“You give me insights, clarity, you find the core. Because of you I know my one thing, and that gives me peace.”

Marian van Olst

SketchUpPlaza

“It was great to spend a day with Rogier with 100% focus on my business, creating clarity and making everything concrete. It gave me energy and structure.”

Pauline Jonker

MaakMijWatWijs

“There is now a plan built around me and what I have already achieved. It suddenly makes it realistic to think big, while staying true to what matters to me.”

Martine van der Perren

MarketingImpact.be

“Rogier really listened. Within a week, two new clients said yes very quickly. It is the first time I feel it is possible to reach what I want.”

■ (04)

(About)

I was that shy boywho didn't stand out at anything.

Quiet. Hesitant. Low on confidence. Until my father brought home a laptop from work. And later Windows 95 appeared, with the magical sound of a dial-up modem. Suddenly I was the person who knew how things worked. Or figured it out. My confidence grew. I had found a passion.

And maybe even more important: a gateway to a world where I did come into my own.

2005

Building my first websites. Out of pure fascination for technology, not for money.

2007

Doing business online via Twitter. Founded OpenCoffee: a weekly networking event that grew to dozens of regulars.

2009

Speaking at large conferences about the power of online networking. First to bring ActiveCampaign to the Netherlands.

2013–15

Three-day events (Permanent Vacation), coaching programs for coaches and trainers, automated webinars via Facebook ads.

2020

Founded 1Dashboard: helping founders feel their numbers instead of interpreting them. Great vision, bad timing. A flop. But a lesson for life.

2025

Chose radically. No longer for everyone, but for the businesses where I can truly make a difference.

Now

I dove deeper into the world of AI, technology, and business models. And gradually my current role emerged: Business Architect.

Someone who doesn't run a program, but looks under the hood with you. Who sees the whole, connects the dots, and builds systems that set you free as a founder. Not weigh you down.

Together with my wife Krys (also a founder) we don't just build our businesses. We also build big Lego castles with our two energetic boys.

And my love for movement grows every day. Whether on a surfboard, a bouldering wall, in the crossfit box, on the rugby field, or on a yoga mat. Preferably in nature.

■ (05)

(Vision & Intentions)

Light. Smart. Free. 2025–2028.

What I am building toward, why I do what I do, and how I want to live and work in the coming years.

Where I come from

2005

Building first websites, purely out of fascination for technology.

2007

Doing business online via Twitter. Founded OpenCoffee: a weekly networking event that grew to dozens of regulars.

2009

Speaking at conferences about online networking. First to bring ActiveCampaign to the Netherlands.

2013–15

Three-day live events, coaching programs, online training courses, automated webinars.

2020

Launched 1Dashboard. Great vision, bad timing. A flop, but a lesson for life.

Now

Business Architect. GRW5, Elpotato, ToolPotato, OhmyCarl. Freedom as the foundation.

Where I am now

From business coaching I grew into my current role as Business Architect. I create space and clarity: I design the framework within which others can grow. I am the architect, not the guide.

Outside my work I find energy outdoors: the forest, running, rugby, kitesurfing, travel, and writing. Being outside and creating gives me direction and balance.

Business focus

Framework

GRW5

Personality-driven business design. Build a business that fits who you are, grounded in validated personality science and the work of Carl Jung.

Branding

OhmyCarl

Science-backed archetype analysis for brand professionals, based on the work of Carl Jung.

Platform

Elpotato

With Alex van der Werf: all-in-one platform for founders as the Dutch layer. Stable, supportive, the undercurrent of everything.

Tools

ToolPotato

Smart tools for founders: widgets, calculators, proposal tools. Compact innovations that deliver value on their own.

Where I am heading

A frictionless business that gives me freedom instead of consuming me.

Living and working on my own terms: light, smart, free.

Taking founders toward a vacation-proof business through systems and AI.

Building tools that make my vision tangible.

More time in nature, adventure, and creativity, woven into my work.

Intention Statement

I am designing a business that is light and scalable through smart tools and AI. One that rests on a small core. That lets me work on my own terms: 1 to 2 days of focused creation, the rest space to live.

So I am free to write, connect, build, and play. Living proof of what I teach others: a business that is vacation-proof. Days filled with nature, sport, and adventure.

The three flavors

Human

Personal mastery

Slowing down, zooming out, reflecting. So you create space for yourself and your role as an artist and founder.

Structure

Mentoring & clarity

Vision, Insight, Plan, and System. Clarity and strategic choices that make a business vacation-proof.

Tech

Tools & innovation

Applying AI and automation where it makes a real difference: Elpotato, ToolPotato, AI widgets, and blueprints.

Boundaries

—Max. 2 intensive days with clients per week.

—No social hustle, no launches, no sales calls.

—Everything I do must give me energy.

—Only working with founders who dare to slow down.

A quick sync?

Tell me what's going on

No pitch. No funnel. Just seeing if it clicks and what's possible.

Let's talk

■ (07)

(Inspiration)

Shaped bythe best.

Books, programs, and conversations that have shifted my thinking as a founder the most. Two clusters: where I learned to build, and where I learned to be.