Follow up on High Heaven; premier on their successful campaign

Follow up on High Heaven; premier on their successful campaign

“It is something exceptionally with entrepreneurs, we are very driven, ambitious and we do what we love!” says Nina Nordling, the person behind High Heaven. A platform for women with focus on adrenaline and to push the female role models forward.

Can you tell about the background story around High Heaven?
Without telling about the background first, what we want to do and are aiming for is to bring more adrenalin to women in the world.

The market in this area today is under-exploited, where women today has a huge interest and high engagement but nowhere to go. I have felt a frustration over this over a very long time now and every different platform that I have joined or had such huge focus on men.

Thats when I decided to do something about it so I did my own research on the market, saw a huge potential. High Heaven is a platform for women with an active lifestyle with focus on adrenaline. The platform is reaching all over the world, you can search on events and on places what and where you want to do.

Katja and Nina


When was the burning point when you felt like “This is really something we should do something about”?
When I realized things in the action sports market were evolving too slow. I arranged free motocross track days for girls and women who wanted to try dirt bike riding. No one believed there would be any interest, so I had a hard time getting sponsors. I’ve heard everything from “the pedals will be too far down”, “can they switch gears?”, to “shouldn’t you use small PW 50 bikes instead of big bikes?

Over the years, more than 400 girls joined us, and they all learned how to ride in one day. The idea of creating a digital meetup for women in action sports started forming.

Another time I went to a girls only skate night, when a mother and her daughter came in. They were there for the first time, so the mother asked her daughter what she wanted to try, and her daughter said: “Hmm… Skateboard!” I was so happy to see her stoke, but it quickly turned in to disappointment when the guy behind the counter replied: “I think you should do inlines instead, it’s much easier.”

This really is symptomatic of the issues of the industry: You can’t be what you can’t see! – So when people ask me why High Heaven is needed, I try to help them see the bigger perspective of womens health, of the development of upcoming generations .

Girl skiing

Cool! Is it angled towards girls or only girls that can do these activities?
It is aimed towards girls that are already in to, or just curious about, the active lifestyle of action and adrenaline sports. Anyone can browse all content on the website, regardless of gender, but if you want to join the forum and the conversations, you have to create a profile- and we only allow females in the community. There are plenty of other sites dedicated to men, so no one is left out. The site is completely free to use, and always will be.


Have you got more insights during your journey? Did you change something in your plan or communication?When I pitched to investors from Silicon Valley, they completely got the business idea. They saw a very clear niche – and when I explained that over 30 million women aged 15-40, like “action sports” on Facebook, they understood the need for female led and focused businesses in this field.

We thought about bringing hard money on board- But we want to solve social problems with traditional business strategies, and the revenue that we earn must never be gained at the expense of our values, so crowdfunding really made sense to us.


Who are you behind High Heaven? You are the one who started it, right?
Yes, I also have a co-founder, Katja Möller who is also CMO with a background in marketing and PR. We have grate help from some of our investors too: We have an awesome Interaction Designer Advisor; Joel Månsson, Economical Advisor; Virve Skullman and Business Advisor Niklas Hall.

We also have ambassadors for each sport, spreading the word and the stoke of cool events and content within their field.

High Heaven team


Can you tell us about your journey when you started the company?
When I first got the idea, I took my sketches to my local nyföretagarcentrum, who pushed me to proceed in building a business. Almi helped me out with a innovation grant, so I thought; “Wow, maybe I should really do this?”

I quit my job, started the company and figured the financial part would have to be solved somehow. I was really naive when looking for investments at first. I did not asked for nearly enough money, and the company really wasn’t ready for an investment.

Anyway, the company actually got an investment offer, so we did a due diligence process for many months, but in the end I decided to back out. It just wasn’t a good match, it wasn’t smart money. That might have been the hardest and best decision I’ve made for the company so far.

During that time I had met Catherine from FundedByMe to talk about crowdfunding a couple of times, and about a year later, we launched our crowdfunding equity campaign. When you decide to go in and do a crowdfunding campaign, you have to not only plan and execute the whole thing well, but also take on responsibility towards the investors for the rest of the company’s development . But I have not regretted it once!

crowdfunding pals

It’s really nice of you to share some of your obstacles that you have had, can you also share a tip or two to other entrepreneurs?
I have so many tips! Many people think that a startup is just a few (usually male) friends starting something great from a closet or a garage or whatever, without any funding whatsoever, launch it, make it and then just sell it and become millionaires after the first round. That is far from the truth! In most cases, everything takes twice the time, even tripled the time you had in mind: and most startups fail. But the crowdfunded startups might be better equipped, since the power of the crowd is a mighty thing!

If I had the chance to do everything again, I would not spend so much time chasing money. Easy to say, hard to do when you have bills to pay. Low cost is key. And even if your beta product is not as perfect as you’ve imagine it, get to market anyway! If you aim for your goal and work at it, you will achieve it sooner or later.


How do find your energy again?
There is a magic pattern! Every time my energy is low, and I feel like it’s impossible to continue, I get an email, call or comment from someone who says; “High Heaven is such good initiative, I want to help, what can I do?” or “I have been longing for a platform like High Heaven for ages- Where can I sign up?”

If I didn’t have the power of the crowd, girls that are giving me so much support, I would have probably given up a long time ago. But this platform is too important not to launch; for women’s health, girls self-confidence and body image, women’s empowerment, democracy in sports, and so much more. So we will make it happen.


How is this a bigger issue than that the platform does not exist?
When one of the world’s most famous skaters Nyjah Huston can get away with stating that: “Some girls can skate, but I personally believe that skateboarding is not for girls at all. Not one bit” – There are some real attitude issues that needs to be addressed.

When a female board sports brand like Roxy, can replace their female founder with a man and launch a campaign video only showing images of a half-naked womans body- We nned to start asking ourselves what message we are sending to the next generation of girls.

At High Heaven we state the the world needs more female role models. Not more bikini models.


What do you want to achieve with your platform?
That the community grows so strong that we can’t even keep up!


Crowdfunding investor Q&A – Dan Kopparhed

We love sharing success stories with readers of our blog and, through them, tell the story of how crowdfunding can help entrepreneurs and investors work together to create the next big thing. Today we are thrilled to introduce one of the early FundedByMe crowdfunding investors, Dan Kopparhed in an entertaining Q&A session.

Dan Kopparhed FundedByMe investor

Please introduce yourself
My name is Dan Kopparhed, age 35, Swedish, background as a quite hard-core tech geek but with a broad range of interests that have been even more broadened by the trials of entrepreneurship. Been studying quite a lot and I started doing a PhD in ICT (perhaps I will finish one day). Started my first company in 2005 with the explicit goal to learn about running my own business (doing consulting). I have started three more small companies after that, two of which had/have employees. One of the companies I had to file for bankruptcy (painful but good learning experience). I haven’t “succeeded” with my businesses yet, but I keep trying, so I suppose at least I don’t give up easily at setbacks. I was working full time as a self-employed entrepreneur for about 2 years, but last year I decided to take a step back from the active operation of my “main” business, instead relying on my partners to run the operation at this phase. I still manage primarily the finances and accounting but that work is small enough so I can have a full time job.

How great that you can have a cooperation with your partners like that. What is it you moved on to at the moment?
Currently my day job is as an architect at Ericsson. However, my head is full of great ideas, and I continue working on some of them on the side whenever I have time. At some point I will probably return to being an entrepreneur full-time again. Since most of my time is spent in front of a computer it is lucky I discovered at least one more physical hobby in the form of Ju-Jutsu (Japanese martial art) which I enjoy a lot.

How did you get familiar with equity crowd funding, and why does it appeal to you?
I first heard about equity crowdfunding from FundedByMe and immediately thought it was a great idea that might work very well in Sweden if executed properly. In Sweden many people own stock in public companies, so we have a broad public acceptance for owning shares (i.e. not just for the rich) and with the ease enabled by Internet stock brokers, I think this trend has continued. However, there has been no service to enable a similar accessible solution for the public to invest (small amounts) in private companies like startups. It also facilitates discovering investment opportunities that one would probably not even know about otherwise. It is great that basically anyone can afford to take part, sharing both in risks and gains, and it is so much more personal than the stock market. Additionally, if the company takes advantage of the social aspect they can gain so much more than just money through their crowd-investors. When done “right” it feels like being part of a family – you get emotionally invested as well.

So which crowd equity investments have you made thus far?
I have “crowd-invested” in two companies so far. One is FundedByMe and the other is Virtuous (Vodka) Spirits.

Why did you invest in these companies?
I invested in FundedByMe because I believe in the idea of crowdfunding in general and equity crowdfunding in particular. I was one of the (small) backers from the early beginning, after meeting Daniel Daboczy at the first IDD event, so I had already a bit of emotional connection on top of believing in the business idea. Thus, I wanted to have at least a small share in this. I invested in Virtuous Vodka because I think they have found a very interesting niche in the market and I like the product concept and presentation a lot. I really think the team has the right ideas and approach to establish a great new product for both the Swedish market and for export. And considering that this is Sweden… lets just say alcoholic beverages are not a small market. After trying the actual product I was even more sure :).

What do you expect to get out of these kind of investments on the long run?
Basically, I expect to see my investments grow, although as an entrepreneur myself I know the risks involved. But I also hope to have a more personal relationship with the companies for no other reason than that I enjoy building new products and companies (even if I have a very small role). Hopefully I can help out somehow. Also, it is always nice to get to know new skilled, ambitious and inspirational people. From a pragmatic view, especially as an entrepreneur, I have come to realize you can never know too many people and you never know who is going to be important in your future.

What is the most important tip you would give potential crowd investors?
I think you should invest in what feels “right” for you, meaning the team and the product/service. Of course it helps if you have good insight into the particular target market but relying purely on logical reasoning and number crunching will probably mean you miss all the truly great “disruptive” ideas, since these by definition defy the common belief of what is “good” business. Numbers are quite useless for analyzing an early-stage (Startup) business since much can only be based on guesses (qualified or not). Things will change, as they must in a Startup business. Thus, intuition and experience is probably your best guide.

Investor Interview: Sebastian, a new FundedByMe investor

Meet Sebastian, one of the newest FundedByMe crowdfunding investors. Tell us about yourself!
I am an 31 year old jack of all trades, academically my background is in economy and management with studies on bachelor, master and MBA level at Umeå University, Sweden, Universidade Nova, Portugal and Harvard initiated INCAE in Costa Rica. Work-wise I have done just about everything from commercial long line fishing, correctional officers work, financial investment and a range of consultancy positions regarding economics and management. The entrepreneurial perspective has always been a big part of my life with several of my own ventures and companies throughout the years. Currently I am the CEO and funder of, the company that launched the revolutionary product SoyMaster, a beautifully clever little machine that allows you to make soy-, wheat-, almond-milk and many other types drinks at home in just a matter of minutes.


How did you get familiar with equity crowdfunding, and why does it appeal to you?
As I have a strong interest in microfinance the logic behind crowd funding was something that very early seemed logic and scaleable to me and I have familiarized myself with the concept through various organisations take on it such as Kiva, Kickstarter and others. My eyes have been on FundedByMe since the very beginning since I love the concept and I really saw potential in the team behind the company. Being able to meet Daniel Daboczy for a chat in connection to a lecture in 2011 only spurred my interest further. Crowd funding appeals to me in many ways both through the recognition and confirmation that comes out of many people showing that they believe in you and your idea directly with their hard earned money which is so much stronger than just kind words, but also as as crowd funding often functions as a platform for the entrepreneur to reach both potential clients and future partners, advisors or suppliers in the process.


Have you ever done a crowd equity investment? And if so, in which company?
No, my first investment is in FundedByMe as the round closes shortly.


Why did you invest in FundedByMe?
Because I love the idea, have strong belief in the team behind and see a prosperous outcome in the long run with the investment, in traditional financial terms but also, and maybe more importantly, through being able to be a part of the creation of something great. Being involved in the buildup, if only by investing a small sum, of a great company is a reward in itself, a story to tell and to be proud of and in this case the company will enable others ideas to bloom as well, which is a huge bonus!