The Wondering, which began operations in October 2025, is shifting from its initial soft launch phase to a more targeted visibility push. 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 focus is on B2B software and tech-enabled service companies, particularly those where systems, data, and customer churn provide critical insights into business health.
Founder Gerdus "Gus" Byleveld explains that the core issue for many early-stage teams is not a lack of motivation but a lack of repeatability. Growth often feels random because it is sustained by individual heroics rather than a dependable system. The Wondering aims to change this by helping founders gain clarity on why customers buy, why they discontinue service, and how to run a consistent growth process week after week. This is especially crucial for lean teams of 2 to 25 full-time employees where the founder is still actively involved in sales and the first dedicated go-to-market hires are joining.
The service helps these startups build a go-to-market system capable of withstanding pressure, which is vital for businesses with complex sales cycles, B2B buyers, enterprise-like dynamics, and where customer retention is as important as generating new pipeline. In practical terms, this involves tightening the company's market wedge by precisely defining its target customer and unique value proposition. It also includes pressure-testing positioning against actual buyer language rather than internal assumptions and turning customer behavior data into actionable signals about what is working, what is causing leaks in the funnel, and what is being misunderstood.
A key philosophy of The Wondering is to treat churn not as an inevitable mystery but as a critical message from the market. Byleveld notes that rising churn indicates a misalignment, potentially in delivered value, customer onboarding, expectations, targeting, pricing, or how the product offer is framed. The solution, according to the service, is not to create more marketing noise but to achieve greater clarity and implement a robust system. Furthermore, The Wondering assists global startups expanding into the U.S. market by designing go-to-market strategies that aim to reduce false starts and accelerate learning.
Beyond direct work with startups, The Wondering is also engaging with accelerators, incubators, venture studios, university programs, and founder communities that run cohorts of pre-seed and seed-stage companies. The goal is to provide these organizations with go-to-market support that their participants can apply immediately, reducing guesswork, speeding up the learning curve, and helping teams build market traction in a sustainable way. The service positions itself as an alternative to growth strategies that feel like a gamble, aiming instead to replace uncertainty with executable clarity. More information about the service can be found at https://thewondering.net.
