I’m Juan, and I run E.T.F. Advisory — a practice focused on supporting primarily founders and their investors through the high-stakes, high-responsibility moments of building (and sometimes closing) a company.
Over the past decade, I’ve worked across the European venture and startup ecosystem — helping founders scale, guiding investor communications, and supporting VC portfolios now worth over 500 Mio. €. I’ve sat on both sides of the table: negotiating terms for investors, and supporting startups as a fractional COO, operator, and advisor.
E.T.F. stands for Eat The Frog. It’s not branding. It’s a mindset — one that shapes how I work and the kind of support I bring.
Within this practice, I focus on three core areas:
Capital Readiness & Investor Relations
Operational Scale & Market Execution
End-of-Venture Support & Strategic Closure
This isn’t consulting for optics. It’s focused, hands-on work for founders who need clarity, pace, and a steady partner — not more noise.
