THREE PROBLEMS I GET PAID TO SOLVE.
You do not need a finished brief, a specification or a budget line to start.
Tell me what is stuck: a price, a supplier, a factory, a website, a market.
I will tell you whether I can help, what needs to happen and what it is likely to cost.
BUY IT PROPERLY
Buying is where much of my working life started.
I was responsible for buying at SA Möbler from 2004 to 2018, and I spent 13 years living and working in Shanghai, managing sourcing, manufacturing and imports from China and Vietnam for Nordic companies.
Most sourcing problems begin long before the container leaves.
A sample gets approved without a proper specification. Tooling is paid for before the drawing is final. Two quotations look comparable but include completely different things. Nobody checks the production line until the order is already running.
Good sourcing is mostly about dealing with those problems before they become expensive.
The goal is a supplier you understand, a product everyone has agreed on, quality checked before shipment and a landed cost you actually know.
- Supplier search, factory contact and comparable quotations
- Samples, revisions and written product specifications
- Quality control before shipment
- Freight, customs, duties and documentation
- CE, REACH, RoHS and other required documentation
- Alternative sourcing in Vietnam when a second country makes sense
SELL IT PROPERLY
I have been building websites, e-commerce, content and digital businesses since 1998.
For many years that work happened through CapsisMedia and Middle Earth Consulting AB. Today I apply much of the same thinking inside SA Möbler and in selected outside projects.
The work itself is rarely glamorous.
It is product information, structure, pricing, offers, copy, SEO, page speed, conversion paths and content that keeps working long after it is published.
A website is not finished because it looks good.
It is useful when the right customer understands what you sell and knows what to do next.
- Website structure, positioning, offers and copy
- E-commerce, payments and logistics flows
- SEO and long-term content
- Product information across languages and markets
- Analytics and reporting that lead to decisions
RUN IT PROPERLY
Sometimes the problem is not one project.
It is how the company works.
Priorities change every month. Sales depends on what one person remembers. Reporting exists but nobody uses it. Software has been bought without changing the way anyone works. Important decisions keep moving to next week.
This is where being an operator matters.
I am CEO of SA Möbler, a Swedish manufacturer that has been making furniture since 1896. I have to make these decisions in my own company, with real employees, customers, suppliers, cash flow and consequences.
The aim is not to introduce more management.
It is to make the important things move.
- Business reviews and clearer priorities
- Sales and international business development
- Digital tools, automation and reporting people actually use
- Supplier and partner negotiations
- Briefing, recruiting and managing external specialists
THINGS I HAVE BUILT AND RUN
These are some of the businesses and projects behind the work above.
Some were my own. Some were built for clients. Today, most of the lessons come together at the factory in Tibro.
SA Möbler AB
SA Möbler is a furniture manufacturer in Tibro that has been making furniture in Sweden since 1896.
My father bought the company in 1982 and, together with my mother, developed much of the business I know today.
I worked with purchasing for SA Möbler from 2004 to 2018 and became CEO on 1 June 2026.
Today I am responsible for the direction of the company, sales, international business development, investment, ways of working and how SA Möbler presents itself to the market.
It is my main job.
CapsisMedia
I started CapsisMedia in 1998, when having a company website was still unusual for many businesses.
Over the years, the work covered websites, e-commerce, UX, SEO, digital marketing and online business development.
I was always more interested in what a website produced than how impressive it looked in a presentation.
CapsisMedia closed in September 2026.
Middle Earth Consulting AB
Middle Earth Consulting worked across sourcing, manufacturing, supply chain, websites, e-commerce, 3D and BIM for Nordic companies.
I ran the company first from Sweden and later from Shanghai, where sourcing and manufacturing became an increasingly important part of the work.
Middle Earth Consulting AB closed in September 2026.
Websites and shops for other companies
I have built and worked on websites and online shops for other companies since 1998.
The objective has usually been simple: make it easier for somebody to understand the offer, trust the company and buy or make contact.
That work continues today, both inside SA Möbler and in selected outside projects.
HOW THE WORK IS SET UP
A paid second opinion
One problem. One written assessment.
It might be a quotation that does not make sense, a supplier you are unsure about, a website that is not producing enquiries or a plan you want challenged before committing money to it.
We agree the fee before I start.
You get my assessment, what I think should happen next and why.
There is no obligation to buy anything afterwards.
A project with a start and an end
Some problems need more than an opinion.
That might mean sourcing a product, comparing factories, solving a production problem, rebuilding a website or restructuring an offer.
Before work starts, we agree the scope, price, responsibilities and what finished means.
Then we do the work.
Ongoing involvement
Sometimes a company has the right people but not enough time around the decisions that matter.
In those cases I can work alongside the team for a few days each month on priorities, sourcing, negotiations, recruitment, sales or digital work.
The role is practical.
I am there to help decisions get made and followed through.
Advisory, board or speaking
I am open to advisory roles, board assignments and speaking engagements where my experience is relevant.
The strongest fit is usually around manufacturing, sourcing, China, international business, digital distribution and the practical work of modernising an established company.
I prefer concrete cases, real numbers and real decisions.
WHAT HAPPENS AFTER YOU GET IN TOUCH
CALL
Thirty minutes, no charge.
You explain the problem.
I will tell you whether I think I can help, whether somebody else would be better or whether I think the problem is worth spending money on at all.
PLAN
If we decide to continue, we agree what needs to be done, what it costs, who is responsible for what and what the finished result should look like.
It goes in writing before the work starts.
EXECUTE
Then I do the work.
You get updates that explain what is happening, what has changed and what needs a decision.
If something in the original plan turns out to be wrong, I would rather change it early than defend it because it was written down.
KEEP IT
The useful parts stay with you.
Supplier lists, specifications, cost models, documentation, systems and working methods should not disappear when the project ends.
The point is to leave something behind that continues to work.
Anyone can make a plan sound convincing.
The harder part is getting the product made, the cost under control, the website working, the customer interested and the order delivered.
That is the part I like.
Come with the problem. It does not need to be polished.
After thirty minutes, you should have a clearer idea of whether I can help, what needs to happen and what it is likely to cost.
And if I am not the right person, I will tell you.