Helping founders scale with precision, not pressure.
July 25, 2025
In today’s world, green buildings and sustainable construction are more than just buzzwords—they are necessary. But for many real estate and construction companies, managing sustainability certifications is complicated and time-consuming.
This is the journey of Frederik T. G. Julian, Chief Product Officer at Openframe, and how he and his team are helping the industry move forward with smart tools. His story is full of lessons for anyone building a startup or looking to grow faster.
Frederik and his team at Openframe didn’t just build a tech product—they started with a real need. In construction and real estate, getting certified for sustainability (like BREEAM or DGNB) means handling lots of tasks, paperwork, and coordination between engineers, consultants, and safety teams.
That’s where Openframe comes in. It’s a SaaS platform that helps manage all these tasks in one place. It lets you:
● Assign tasks to each team member
● Track everything through a live dashboard
● Access guides and checklists to know what documents are needed
● Get started for free as a stakeholder (only the building owner pays)
Whether it’s a new building, a renovation, or improving an existing space – Openframe makes it easier.
Openframe is made for:
● Construction companies
● Advisors in the building industry
● Building owners, including municipalities and pension funds
It’s mainly used in Denmark for now, but Frederik shared that they’re preparing to expand into new international markets soon.
Frederik explained that growing the company is not just about having a good product. It’s about getting in front of the right people at the right time – especially tricky in construction.
“Many people love what we offer but aren’t ready to use it until their next project starts,” he said.
“And we often hear, ‘We’ll come back to you when we begin.’ But by then, it’s too late.”
Their current sales process includes:
● Cold calling and cold emailing
● LinkedIn outreach
● Webinars and blog posts
● Managing a CRM system with thousands of leads
Their sales cycle ranges from three months to one year, and timing is everything. The team is small—just 10 people, with most focused on product, and a few managing sales and marketing.
Openframe started out focusing on the construction industry, but now they’re adding features to serve large real estate companies. That means adapting the product for more enterprise use, while still keeping things simple and user-friendly.
Frederik is involved in both product and sales—balancing his time across different roles.
Before Openframe, Frederik worked in many industries:
● Food & beverage (with “Joe & The Juice”)
● Crypto and NFTs
● Media and press monitoring
● Leisure boating
● And now, real estate and sustainability
What ties all these together? Software. Most of his ventures have been SaaS platforms.
This broad experience helps him think beyond the usual and build systems that actually work.
Frederik gave some great advice for early-stage founders:
● Focus on solving a real problem. Don’t build something just for fun.
● Use tools that already exist. You don’t have to build from scratch.
● Test fast. Build a simple landing page or MVP and check if there’s real interest.
● Get sales early. Don’t wait to make money—start with paying customers.
● Don’t overbuild systems. Hustle first, systemize later.
● Get a good co-founder. Find someone who’s strong in areas where you’re weak.
Most importantly, he said, “Start with the problem. If you find the right one, you’ve already won half the battle.”
At Exotto, we help B2B tech founders build systems that get them more clients—without depending on referrals or doing everything manually.
Many founders, like Frederik, are already working hard building the product, running demos, and closing deals. But what they really need is a system that works in the background to:
● Find the right prospects
● Reach out at the right time
● Book meetings on autopilot
That’s what we help with—by designing outbound client acquisition systems that grow with the business.
Frederik’s journey shows that even great products need consistent outreach, clear messaging, and a plan to scale.
Openframe is now ready to scale beyond Denmark. The platform is strong, the team is focused, and the market is growing. As more companies aim for green buildings, tools like Openframe will become essential.
Frederik’s journey is a reminder that success comes from solving a real problem, taking action early, and never giving up—especially when it comes to reaching the right clients.
If you’re a founder juggling product, sales, and growth—Frederik’s story shows you’re not alone.
And if you want a system to support your journey, Exotto is here to help.
Helping founders scale with precision, not pressure.
© 2025-26 · Hanish Arora · Managed by Exotto.com