Every elite athlete has a coach.




I work with founders of early-stage, mission-driven startups.  I help them gain clarity around business problems and inflection points in their leadership and business's growth.

Building a business can be intense and all-consuming.  You're in the belly of the beast, and every day is another fight, another fire.  You're moving a mile a minute, and it can be hard to focus on the important, big ticket items instead of the infinite checklist of urgent ones.  It's lonely at the top — there's no one you can go to for unbiased counsel, and everyone has their own agenda for what you should do.  Plus, we all have blind spots and unconscious patterns of decisionmaking.  I can offer an unbiased, outside perspective to clarify your toughest problems.  My job is to help you develop greater awareness, realize new possibilities, shift into new modes of thinking, and ultimately become a more effective leader.

"Two-thirds of CEOs don't receive any outside advice on their leadership skills, and yet almost all would be receptive to suggestions from a coach," according to the Stanford Graduate School of Business.  With the right coach, an elite athlete is able to achieve their full potential.  Likewise, no leader should have to go at it alone.


“transformational for the company, and for me as CEO”

“Elucd's work with Belinda was transformational for the company, and for me as CEO. She was a valuable coach to me, personally, as a CEO who didn't have product leadership experience. She was quickly able to cut to the heart of the matter, practical about solutions or approaches being appropriate for our stage, and had a nuanced understanding of the careful balancing act required to successfully run an early-stage startup. She was a real catalyst for our company and my capabilities as CEO, and I would jump at the chance to work with her again in a similar context.”

- Michael Simon, CEO, YC founder

create significant value for customers

Belinda approaches organizations, teams, and products with the utmost thoughtfulness, care, and rigor. She is able to analyze new situations, and provide a strategic roadmap & vision to create significant value for customers. She also is able to step back and analyze the company's product process with a sharpened look at 'how might we' do things in a more refined way as it matures its internal processes for scaling. It was an absolute joy to partner with Belinda.

- David Gelbard, CEO of Parachute Health, market leader in ePrescribing

“Every early-stage founder should have someone like her in their corner.”

“Fundraising is one of the most challenging and critical aspects of building a startup. There is no one who I’d trust more in preparing for this process than Belinda Ju. She helped us develop a bulletproof narrative for our pitch, made every slide crystal clear, gave me valuable feedback on my verbal presentation, and generated a financial model that gave me tremendous confidence going into investor meetings. I got feedback from a Tier 1 VC on how much my deck stood out from other pitches they’ve seen. I was already a two-time founder who went through Y Combinator and raised millions in venture funding — and I would still go to her again in a heartbeat. Every early-stage founder should have someone like her in their corner.”

- Jason Shen, CEO/Cofounder, YC and Techstars founder with two exits

Belinda has been critical to our company’s success.

“Belinda has been critical to our company's success. Working with her helped us clarify not only our fundraising process, but our company’s vision and direction in general. Even as a repeat founder with a previously successful exit, I believe that Midgame would’ve been completely lost and meandering without her expertise and guidance.  She helped us gain the strongest possible base to stand on to take our company to the next level.”

- Wayne Gerard, CTO/Cofounder, Techstars founder with exit