Creativity inspired by curiosity
Melker Pasternak Ivarsson — Sweden
I'm Melker Pasternak Ivarsson, a Swedish founder. I run Veyra Automations, an AI and automation studio that builds the systems letting a business stop paying for its output in hours, and Ordana, a network that lets founders build with resources they don't own.
Before those there were five other attempts — a company I started at sixteen, a platform for restructuring enterprises, a think tank on decentralised organisations, an influencer management company, and a stretch as an AI developer building the thing I'd spent years theorising about. Every one of them was the same question from a different angle: how people organise to get things done, and why it keeps breaking.
Governing board, NBI/Handelsakademin
Every one of them is the same obsession from a different angle: how groups of people organise to get things done, and why it keeps breaking.
At sixteen I got five people to put money in and come on as co-founders of my first company. The cap table and the split of responsibilities were structured so badly that we couldn't operate at all — not the market, not the product, just five people who couldn't establish who decided what. We shut it down before any of the money landed, so nobody lost anything.
It died of a coordination problem. That's what I've worked on ever since.
I designed a platform for restructuring large companies into decentralised models, built on Haier's RenDanHeyi. It put me in rooms with globally recognised management thinkers. It also failed, for a boring reason: enterprises don't want to restructure their entire business.
The idea held. The ask was impossible.
So I co-founded a think tank on decentralised organisational models with those same people, Dr. Danah Zohar the leading figure among them. Arguing about how organisations should be shaped, with people who had spent whole careers on it.
I could describe the problem precisely. I still couldn't build the answer.
I took over an influencer management company representing two of the largest TikTok creators in Sweden, ran it, and handed it off to the next owner. Nothing to do with the thesis. Everything to do with running something that already exists instead of something imagined.
Additional operational experience rather than design.
I worked as an AI developer. I built an AI auditor for a UK compliance consultancy that lets clinics simulate an inspection and see where they'd fail before a real one arrives. And I ran the first phase of AI strategy for a listed company — a chat layer wired into their databases that collects operational data and acts on it, the foundation everything they build after gets to stand on.
The gap between describing a system and shipping one finally closed.
Veyra is my AI and entrepreneurship experience productised. With my experience in building AI software that generates revenue, we build the automation and AI systems that let a business decouple its income from its hours — strategy through to launch, on the smallest resource footprint the job allows.
The efficiency engine.
Ordana is the first problem with the constraint removed. I spent years trying to change how organisations coordinate inside themselves. It turns out to be far easier between companies that chose to be there than inside one that didn't — founders reach expertise and talent without upfront capital, and build with resources they don't own.
Same question. Better angle.
The constraint was never resources. It was the structure we put around them.
What I’m building
The constraint destroyer
Coordination between companies that chose to be there.
Ordana is rev-share collaboration infrastructure. It lets founders access expertise and talent without upfront capital, and build with resources they don't own.
~$700K
worth of resources on the network for startups to tap into through rev-share collaborations
The efficiency engine
The AI work in the story, productised. Veyra builds the automation and AI systems that let a business decouple its income from its hours — strategy through to launch, with the smallest possible resource footprint.
$23Min combined revenue across the businesses we build for
AI and automation systems, from first call to launch · Productising services so revenue stops scaling with headcount · Success measured in the resources needed to reach product-market fit
Visit Veyra(opens in a new tab)
Speaking
I speak on startups, decentralised business models and the philosophy of simplicity — for audiences that would rather be argued with than agreed with.
Follow
Most of what I'm thinking about ends up in one of these before it ends up here.
