📈 Back to Up Only
Ciao! 👋
This week, I want to start with one of my deepest convictions, and the story that’s making it loud again: SpaceX.
The Equity Religion 🚀
In The Almanack of Naval Ravikant (still one of my favourite reads (first half of the book)), Naval says it without any sugar coating:
“You must own equity in a business to gain your financial freedom.”
That has been my religion since day one. I refuse to work for a business where I’m not a stakeholder. No matter the salary, the bonus, the perks. This is exactly why I joined MKS to launch GOLD AVENUE as a co-owner, and it’s exactly why I stepped down as CEO the day I sold my shares.
The reason is simple. No skin in the game, no real game.
And right now, the SpaceX IPO (Nasdaq debut June 12, ticker SPCX, valuation around $1.75 trillion) is the cleanest proof of this philosophy I’ve seen in years:
🥇 Elon will likely become the first trillionaire in history.
💎 At least four executives (Shotwell, Johnsen, Gracias, Nosek) crossing the billion-dollar mark.
🤩 Thousands of employees turned into millionaires through internal tender offers, even before the IPO.
And here is the part most people miss: Musk is still keeping 42% of the equity and 79% of the voting power. So sharing equity didn’t dilute his outcome. It multiplied it.
Equity is not a “perk” to retain talent. It’s a way to share the win if the company wins big. SpaceX shows that founders can keep a huge slice of the cake and mint hundreds of millionaires around them. It’s not zero-sum.
Funere Update: From “FFF” to Business Angels 💸
A small pivot on our pre-seed strategy.
We have 30 investors in our FNS round so far. Free access for everyone, link still open. But I noticed a pattern: when someone is not used to investing, the path from “I’ll invest” to “I sent the wire” is full of distractions and “next weeks”. Economically, it doesn’t make sense for me to chase someone for 1’000 CHF for three months.
So here’s the shift for the next months:
✅ FNS Stays Open: anyone can still buy via this website (ask for help if needed).
🎯 My focus: Business Angels in the 20k to 100k range. People who already understand the asset class and can move fast.
📄 I have a new updated Investor Memo ready (stress-tested by AI with brutal feedback, like every time).
👉 If you’re a business angel and the thesis resonates with you, DM me and I’ll send you the memo.
The Tech & Traffic Side: 5’000 in Sight 🚀
Three months ago, we changed the domain from Wolky.ch to Funere.com. Gemini told us recovery would take 4 to 6 weeks. Reality: almost 3 months. Lesson learned, again: some things, you just have to give them time.
But the engine is finally roaring back:
📊 We broke the 4’000 daily visits mark.
📈 A few days later, we got close to 5’000.
🎯 Our June target was 5’000/day. I’m pushing it to 6’000 🙈
On the product side, Vincent Mattart 💎 is shipping at a speed that is honestly mind-blowing. AI is a Lamborghini (I'd say Ferrari, but with the Luce launch wiping ~€4.6 billion off their market cap this week, let's keep them out of the metaphor for now ). And Vincent is one of the best pilots I've worked with in 10+ years.
On the funeral home front:
🏠 This week I visited 2 in person, and spoke with 7 more.
🤝 One of them is building his own website, but during our meeting he realised something key: “Funere already owns the attention. I can use both, at zero cost. Win-win.” That’s exactly the moment I’m looking for.
⏳ Zero resistance, just time-consuming. Most of them aren’t tech-savvy, so we shoot short tutorial videos with Descript to flatten the learning curve. It works.
And yes, on PostHog I can see some “non-standard” visitors checking us very closely. We know we’re being watched. Some tension will come. It’s part of the disruption-game 🦀
The Founder Bottleneck
Quick philosophical note to close.
For 15 years, I was always the one waiting for IT, marketing, designers, content. The tech was the bottleneck.
This week, something flipped. As a C-level, I’m still the orchestrator. But my “direct reports” are now mostly AI agents that deliver in 0 to 5 minutes what used to take days. I have to ingest, decide, and re-direct faster than I ever did.
In 2026, the tools don’t slow you down anymore. You do.
We are working way, way more than before AI. Not less. Because the surface of what we can do has exploded. But I’m not complaining. Doing something we actually believe in is a privilege very few people get.
Up only.