Behind the Scenes of Entrepreneurship with Alexis Fogel: Key Learnings from Dashlane and Stonly
For this special episode, we had the honor of welcoming Alexis Fogel, a passionate entrepreneur and co-founder of Dashlane and Stonly. Here are the key insights he shared about his journey, recruitment strategies, and lessons learned along the way.
Key Learning 1: Early Challenges with Recruitment at Dashlane
Alexis recounted his first steps into the startup world while still a student. In 2008, the creation of Dashlane was not only a technological venture but also a dive into the unknown. “We had no credibility. We were young and inexperienced, but we knew our strength lay in our product and technical expertise.”
Early recruitment focused on the core of their project: product and engineering profiles capable of tackling complex technical challenges and building a high-performing tool. Alexis emphasized the importance of selling “the quality of the project” rather than the allure of the startup adventure, especially at a time when the startup ecosystem was far less known.
Key Learning 2: The Role of Mentors and Funding
From the outset, Alexis and his co-founders benefited from the support of an experienced mentor. He played a crucial role in funding the project and providing strategic vision. “It was like a pre-seed before the term existed. We also received support from OSEO (now Bpifrance), which was pivotal in launching the product.”
Dashlane’s first major funding round took place in the United States—a strategic choice at a time when the French ecosystem lacked significant venture capital.
Key Learning 3: Recruitment Mistakes and Lessons
One major insight from Alexis centers on recruitment missteps. “The biggest mistakes often come from a lack of alignment on values or insufficient interest in the product. If someone isn’t engaged, it becomes evident quickly.”
At Dashlane, Alexis hired senior profiles to address gaps in areas like marketing and go-to-market strategies. However, he stresses the importance of staying closely involved, even when hiring experts in unfamiliar domains. “The mistake is thinking someone will solve everything alone. You must always play an active role in shaping strategies.”
Key Learning 4: Values as a Cornerstone of Company Culture
He shared an example of a difficult recruitment decision: “We hired someone for a critical marketing role in the U.S. who, while talented, didn’t align with our core value of teamwork. This individual was highly competent in their field but operated with a ‘business-first’ mindset, which clashed with our ‘team-first’ approach. For instance, if someone wasn’t directly part of their circle of influence, they simply wouldn’t engage with them. While they were great on a personal level and excelled individually, their approach created a disconnect within the team.”
Alexis explained that this misalignment became evident early on. “Small red flags, such as a lack of collaboration, tend not to improve over time. It’s critical to address these issues promptly, even if it means making tough decisions. In this case, we chose to part ways, as preserving our company culture was more important.”
Key Learning 5: Adapting Strategies at Stonly
With Stonly, Alexis has adopted a more refined approach to recruitment and team management, focusing on flexibility and adapting to cultural differences. Operating in multiple countries (France, Poland, and the United States), he has learned to navigate these differences to build cohesive teams.
For example, Alexis shared how the hiring process in Poland required a practical and results-driven approach: “Polish candidates are highly pragmatic and value tangible details. When recruiting there, it’s important to focus on concrete goals rather than broad startup visions.” Conversely, in the U.S., candidates often emphasize their achievements and sell themselves strongly. Alexis noted the need to apply a “bullshit meter” to balance their enthusiasm with a deeper analysis of their skills.
One refined strategy Alexis implemented was using freelancers to bridge gaps while searching for the perfect full-time candidate. “In our mobile development team, we faced challenges finding someone experienced with both iOS and Android technologies. Instead of rushing a hire, we brought in two freelancers to keep progress moving while ensuring we found the right person long-term.”
Additionally, Alexis has prioritized setting clear success metrics early on. “Before new hires start, we hold alignment calls to outline expectations for their first three, six, and nine months. This ensures clarity for both sides and sets the stage for a successful collaboration.”
Despite these cultural and logistical complexities, Alexis maintains that universal values such as transparency and collaboration are essential to fostering a strong company culture across regions.
Conclusion: A Commitment to Continuous Learning
- Start Strong with Core Focus: Early recruitment should align with your product and technical goals. Sell the quality of your project, not just the vision.
- Leverage Mentors and Networks: A strong mentor and strategic funding partners can provide both financial support and strategic guidance.
- Address Recruitment Missteps Early: Misalignments in values or engagement often manifest quickly. Act promptly to maintain cultural integrity.
- Define and Uphold Core Values: Values like “team first” should guide every decision and serve as a litmus test for new hires.
- Adapt and Innovate Recruitment Strategies: Tailor your approach to cultural contexts, use freelancers to fill gaps, and establish clear success metrics to ensure alignment from day one.
Alexis closed with a piece of wisdom gained through years of experience: “Every experience is unique. It’s important to draw inspiration from others but also to chart your own path.”