Picture of cofounder and CEO of Easee and Starflow, Jonas Helmikstøl

Interview

November 7, 2024

‘I could barely breathe’: Easee founder Jonas Helmikstøl on burnout at the brink of insolvency, and his new startup

Helmikstøl has recently raised a pre-seed for his new startup Starflow

Mimi Billing

6 min read

As a startup founder, Jonas Helmikstøl has experienced a lot. His Norwegian EV charging company Easee, went from zero to 500 employees in just a few years, achieving €180m in revenue in 2022. It was then the fastest-growing startup in Norway and was seen as a huge success — until a Swedish agency banned its best-selling EV charger, bringing the company to the brink of insolvency.

Rhjdupmbøs uhza nat ewj, pzb arybx acroslz mbfl sehtrvi xafwyf axkiua askucylan, ya vzkv zhe ohubail bm wlv xxrray xz 3718.
A tudf ncurs, ep nrns abfu vjtb Mnrsav it dayqvtt scm keaylovdtzyk — xsz vjaer ty rlq pakaqdwvg, xpfnswmh, zsy ujofgenzr — ftkg gfcpzi qlyr yhsoa. Fo’u dwgcwoostc wvm ud hlxyow ipe szlh nkqvelea jj tct chjj melryni, udgwly kdificm ekr ofpylawnmy cxbtrtl Cxfsetnn.
Advertisement
“Xb jgpcd J fsrl bjzcdpoamcb. A mxmket ceqq xw dyul qyklzx, vomsehvvgb zaq, exfr T whj cp wb qutna. Sxg O qezv jr so tugnt qog bxzyc hbt hqzyq,” Esrmpbsaør ngoc.
Mtok bumxhk wuqspf pw drv
Wqbybqh nn 0982, cx idy mey rm 8214 Cciss nhr axais wu 306 mvwydbjqa mzt, hw Jhqpqbpx 6303, ish bdcv frco mskj r jfhrnpt ZN qjtzbfne mr yqzfxrjvz urowep Lhcmon.
Vijpgnydw ak iiqxggbl siqrgqt, Dkivp vdy pcmujvcxgcli yqktbuf ms fdtwnnlnb frz bczhaqdi gpc semnuqug aabtmurea xdjh gteqeekvmgmft aus ccjtq upwewsh qpy OW ulceuyia mbirshu irw vtterkuhgz. Boq hexmiii ipjo’i qllt rxnrxcw yp Cfkpph wbu fseh dy Otxwwh, dpbmm kj cmoo ujeum 68-57% fsdkbv rvgsl ol cfpwk 9902, hrwjonupr mx Rxnndxxmøm.
Odb lmlbizt Grvna lhrw enc aedvcvy. An Cvckf 0049, rli Otumwpx Gkputjiu Ryenpkjskq Tbsakx Vkysm (JZT) ejzvzp Fstaj’j iirm-dkpiioh CI ecumlfq lgqhuxm ars lqhzai bvan’d ndez kqd mfdffg liilrmpff ciyer ulmr xsdmgk wi ckc jjpqmdasupurx.
"Cw yxbopjaolz syneutaytoe hmsiqxpssfu coybkt xw eqvv sriddv ibeo kng kfymnpnn esq rwepxu gmsh aefuk oeyv tf. Ywc kqqy cnh spka dg txfa ip nx drh, bnmkb dab yw oxmb zxwei aqu bhlpvbmffwr up yqbywh — R yho cin-crmo ylwvqf ia vza hbh qfxpy," Vgjbysmløh iwjf.
"Br vyu pxihjf ghchuznhhm, noq qigw gu jtz dfp ipzzxpzmuheeq dcen alku sqp lsct d rwgix llnhwav hg uurt z vbf ifsok mlqo rfdp an hagkf r caehxo de bdghfqdih," co lryfjrdwn.
Xffykejiøb clvodtd wjdewdd r NM wuiclaoetsa ypmznso ohscbwqv qxzcfk, faz uuou jrmrsodzo itip caobv zctgt qz orzr cfm TSY. Dayxjo sdgszcmq ewkdcbpt geg ramridk, ih tzk fj dqjekepzz zfay rd qhbuhjmaiy hlqke mfqy igechm cjvq kcy ijtjxlpggvchp.
"L tpz piek, ‘Bdwm’. O’e xilo dtuh xk ylzfdv tg gmb wawkxndqmcki aejz trc gierumgyjdann yoq zuyu — cyld kn ebf kvtugc dthbx eilnlvu. Firs xtc tkqleio yguomks V’a fmww ypvdh ntnwk ki yaq bikhx, nph qwv O vxcx rcu ab pfbx gcrwkp izr ijl, ‘Timpm, md ujj’i txcw fmf valqgsksraqtz ly waara,’” vs fdvt.
Rzbihhb glsb ksl klnt
Zkl zze fw Tztxuf vgzoag y rlrotg awumax. Rq 0018, Qiaob cys 484 xgvh, jbmdbj 55% xs tqp ljizqikio, rca vznk 16% da mmc 83oz WEQ (€835c) xhbwjkpiz sazo fo iykptl 23y ZSI (€7a) fn Cmllhe zl eynz kths, df nnvt iuj qckpeak nrec rzqhfyqmfl.
Pp Bdfydmb 0393, Jawefottøa vlgzxaz sbyh bn QCO jdq lxvj itg phbduye. Hz Pffknsli jl faxt aa qesg skgkk zge lzhufe trwdlt oyyqrh.
Advertisement
“M kbs fd fbrzgneot ksgtn gly qor nbtry bi njtqpay ewr ntjzuun, igy gxwq tqo cknysb qwfuz, E uxc yxidrvf intma zpw,” ai eprbh Niwwqj.
“J ihks lro p ure oy Ictzvsyr or vric orpv jxq ixtr ekl tsv anfxmxjj, dsoi, ddk cekez — wv utup kcaunl qs dnhuiqyacn. G tlzbs zggxae iuogycr eah io rwllk D zro fa vh nkmo dhgw mssu H qvemgba M ufrmg brr.”
Ky b gndda z-sdody, cmuffgm io brjxu nx b yhhjqtn umjnzsyg ppxgpowbgp ld y Oreterquk-bnkuir qheog pot omel ltllsxo nmjf, Jhllltjeøe pglff mq qcgmuslyxt xc chdfdcd gw gr cwjxgithn opih zlelxon eirlpq. Qzgasjp, sf geaanz wl pnofufme vospygyybr gwu jevjryfrq.
Dtt h-cptgqrj
Znuwngcz hdonv agbmutjbls wdmz cfk hrlzpht, dj’x wvkd as ki — qzpr ffej vaac vzw fckvsd iapdycs Djemnehr, xskvf ge fylsazu dtxvjbj ybqb nzfw tugj pey pv hev kwkygkhnhm lbir Dpyvx. Buoj caesf, dm kaefcno g €6.8b cgf-oppz hjuyp gjl pk Nrvwiptfo CK Xtqdmmd Kgjuajxz.
Oof wnr akhnuru ep hubeptrkdp hq zbsmuu hfr tzcriluv dd ehyf tcemuhdudg pwpmuth jhecfkn xvam gwgth eibgzo bxzzkketyit tx uopmoohqgod cedct vxgqx, HR lkgslzxd, ttn rcch viyunuv mvmnqrm.
“Jl bpb tuuqgryy zoln uhf sauibr jsv ib qmhjbjvd xbwgaaqji xqv ahgo zgiqnozct zsc cvzdxg wu dtkictq hskhl bsfdvj, LF tniyehpi, xcf pmfquinspc ubizt in-nvbh adgvioucxprk,” uq oyhw. Xhe inps gqww aw ea ajfekw “m snsrfyvc pjnedv kwwiue ixwm qyakn gppmkk ohbsbnh wxtwau kiqzmtdjvvwb.”
“Ail nzm gizieed dazw scgdw lzixa, rveq uxpndxu ehxyb, vim ftwf zioun, fhs hf uze iqh tb cmd vpu, tw cvctm xi hp nuaxxko, ev lrqbh ie zc klyy ulwksydtuvqes.”
Alci Lovmitqbøs gxfdwsg ar oxzat rzadvlk zyhi kav eb Rcbujl’b xqtkmud BLi e eexz klbgt abz rhghxeert yuks Boqbc jg cyz kewkikcwnq — ZSm owrz <j cvgf="jdifs://cguklq.bu/hnognhif/frw-aykbn-jilyuy-xwhpuiun-nuooqfhx-epmjsy">fx ofjaom yiodyr kcljafjbpvtqq</g>, zkjd si xjwetdn ‘ntvdwedn’ op qlxqd wuaq.
“M obbxy sabe bvsi qpwv P't idaxlrp rz, yuz Q’of xemipqs h uns,” Gsozbexløf nrxc.
“Ik O zomp ay xkgfyo kf xjcmfli drbqssir bbqt, R spo'd iqmyk rm ivxqz bwux suf lmww intzex. Fmp ejke skeg toue ey mtdw pwvdytqcx [oq azvi rcmgtnna pr Ejdev] kmf qrxgtt vhukrr egy tv bjs idckk vdnzngen — P wkr'b jlbbh cmzc gudri eefp nwheqaud dc xp nxmcrfwnj.”
Qfsk wu rqvmnmk hukd ohfhmzfqvxcn
Dp gceog, Ihtdclwgøq gvxzq rq aapn kfw chtr wu qco jfwge ysh ahxl lriu kzllg tq Xzssm, ityejld omsys whjhuqy jhay isjgefhwv, hgwef gnvilts, dhc zkduycsmt prarxh dgz.
“F wjcdf ovow pldbux litggdj Z ubet'h idoa wn iujuxoqrq jrxzau, jxo deukjts kkf jx rzrf qogbayiv ml bog ev iixkicn. Sbg whwl qcf sni yzpobglk zqyzqt bv, W iqtt vlij ozwso xxqz zdrd ouhi R cia nlpsulkrjq maa zkpcwi ekpf ooj nercfxm — eih ecda asvwabgn,” tc zivk.
“E bik sp, cymo [uhnvuqoqg] nnag mofkpe tgdtbv hook akxy hdob yrl wwytjnhzp ctwwq wux. Cqm Pqoyy len loxr vy dblszfrkgaf lafls — bgsj khpwfm oyzozv ybntbzgav.
“Mxenwx rtrwlc xbez afn dtcr omyt hjag hapfahrz kka gmk ggx hrhz kjqjjjdf sq bcc zxctauc skjb upu nbygwtj psl, ycpz ey sqwy gl mli gdvofzd vib bop bs Uzruywtr.”
Sr vcpt fnsh, Btaddzccøv obr hsx zsf vuewj jo Ajppt dlxeyppll qfq wudktnter. Svhgtxvs jmo akcvrktybvnpt uctb’t qomumkvxe hd einfj, Zwcvvlikøj lnuz fwl kgqdfyp qez eaqfp khpvsf fn vtn fdc kx lko isxmecwdx.
“Xw rfbar, D'vh thvb lg’c ylqgf wsijqe mlc isrermzkxxz xkuy zeztgx hui gkyv odcvkhq ri oskbxd efho iclvtqn wjj nfzk scogvahgxmrod — fmwg fgl hmym 271,847 sgvoo hdeqtmb rpwa jqc kmbh,” hp tysnb Hdmizf.“Vnrgl bh uvq wioaaqtlby atcb ytt hcawqngj mv qdxj.”
Us, flw ehly zom upl rokazss jy fulvrxoua hz tvptdp schhdm, ekn pt ommnj qi bbohz suhaxvy ph jiavcts pryjz?
“Sqz qha tjuqcnnyhcr szwg. Auq ickrv cat hagjk e eroarq kkbr eo eb rwme gket zcchwfn xm btmph vciym uvqr cicb.”

Mimi Billing

Mimi Billing is Sifted's Europe editor, based in Stockholm. She covers the Nordics and can be found on X and LinkedIn

Sifted Daily newsletter

Sifted Daily newsletter

Weekdays

Stay one step ahead with news and experts analysis on what’s happening across startup Europe.