Say hej to our coaches

Published on 12 March 2026.

Our entrepreneurs are never alone on their journey. Beside them are coaches who listen, ask curious questions and bring calm when things feel unclear. They share their experience in a way that lifts, not leads, and create a safe space where early ideas can grow. Their support means more than they might realise.

Anders Jidorf

Anders is an experienced leader who helps companies and teams through tricky phases and growth journeys. He brings a mix of handson experience and deep knowledge in change, strategy and leadership. We see that Anders has several strengths that can support Clare as she develops her idea to reduce fruit waste, a challenge where clear thinking and steady guidance make a real difference.

Before founding EnterAction, Anders held CEO roles, led strategic repositioning and successful exits, and drove global projects at IKEA and Ideon Science Park. His broad background gives him a sharp business perspective and a coaching style that builds trust, clarity and momentum.

Bengt Isberg

Bengt knows the production process inside out, which makes him a great fit for supporting Agnes as she develops modular furniture for more resourceefficient manufacturing.

He has worked for many years as an organisational consultant, helping companies make everyday work clearer and more practical. His approach is simple. No buzzwords. No trends. Just solutions that work.

With a background as a civil engineer and long experience in Swedish manufacturing, Bengt has helped well-known companies improve the way they work. As a coach, he listens closely, asks steady questions and adapts to what each person needs.

Douglas Pereira

Douglas has spent more than twenty years helping ideas meet the real world. His work in tech, product development and innovation has taught him that progress rarely comes from perfect plans, but from clear thinking and small steps forward. That’s why he’s such a good fit for Annika as she develops a completely new textile material through Salt & Fiber.

At IKEA, Douglas supports teams as they navigate change and build new ways of working across business and technology. His calm, human approach — and the way he asks the right questions — helps each next decision become a better one.

Katie Lundhoff

Katie is on her own startup journey as the founder of Älmhults Katthotell and through her support work with rescue cats. Her genuine care for cats, their owners and sustainability makes her a great match for Stefania, who is developing modular cat furniture for small homes.

Before starting her business, Katie worked as a consultant helping small companies find structure through routines, simple processes and the right digital channels. She knows the basics that matter when you’re getting an idea off the ground.

Alongside her business, Katie works at IKEA with roles connected to product, pricing, projects and data. Today she’s part of shaping the future of circular commerce. She brings a steady, practical way of supporting others as they explore something new.

Krishnaraj Raghavendran

Annika and Elisabeth want to use technology and AI to support the lymphatic system in a simple, preventive way. We see Krishnaraj as a thoughtful coach who can help them turn their idea into something real.

Krishnaraj is a warm and curious entrepreneur with a talent for asking the right questions. He brings experience from both the corporate world and from building his own company, Actionable Insights, where he helps organisations make better decisions through cloud, data and AI.

His work has been recognised locally too. In 2024 he and his company were named Årets Nyföretagare in Älmhult. Before starting his business, he held senior roles at large international companies, giving him a grounded understanding of both challenges and opportunities in earlystage ideas.

Marcus Arvonen

Marcus lives by the motto “Stay curious.” His curiosity helps him look at things from fresh angles and find creative, practical ways forward. That’s why he’s such a good fit for Julietta as she grows Malva Lava and explores how lighting design can help us spend less time on our screens.

With more than twenty years at Inter IKEA Group, Marcus has worked as a Senior Designer and Creative Innovator, developing the global product range and long-term innovation work. He knows design, product development and what it takes to understand real needs in real homes.

Ricardo Vázquez Campo

Ricardo has spent many years working with innovation, retail design and architecture. He moves easily between ideas and real spaces, and brings exactly the calm guidance Jeannette needs as she develops furniture that can grow with people through life.

With a background as an architect and a long career at IKEA, Ricardo brings a steady mix of design insight and practical knowhow. He cares about creating spaces that feel good to be in and listens closely to the people he works with.

He has led teams, shaped new retail solutions and been part of awardwinning design work. What stands out most is his way of helping ideas find a simple, meaningful path forward.

Sara Lejon, Magnus Hellgren and Eskil Janson

Even if SBAB is a mortgage bank, their innovation work goes far beyond loans. Much of it is about helping the right person find the right home. Their way of exploring ideas makes them a great match for Johanna, who is looking into downsizing for elderly.

Sara loves turning ideas into action and brings many years of experience in business development. Magnus adds a clear strategic view from consulting and business development. Eskil brings tech, creativity and his own experience as an entrepreneur. Together they offer more than one perspective, which can make a big difference early on.

Swapnil Choudhari

To support Tom and Dipak from idea to reality, you need someone who understands complex processes and how technology meets real user needs. Swapnil brings exactly that.

He has worked for more than twentyfive years across sustainability, technology and innovation. His strength lies in turning challenging questions into clear, practical ways forward.

At Electrolux Professional Group he has helped shift sustainability from a requirement to something that creates value, while also driving work in AI, IoT and smarter product development. He listens first, challenges gently and helps entrepreneurs grow their ideas with confidence and clarity.