JOIN21 is a next-generation technology company. Simply put, our technology is Google Earth for organizations. Zoom out to see department silos, bottlenecks and how your organization interacts with customers, partners, and suppliers. Zoom in to identify informal leaders and see how well teams, projects and individuals are leveraging their expertise.

The technology provides access to real-time data, presented in convenient dashboards for managers and employees. Network insights calculate value drivers and indexes to build better teams, promote interaction, and help organizations succeed in digitization.

Our platform and business model are based on monthly recurring revenues (MRR).


Never has network analytics and insights been more relevant than right now. We live in a world learning to work remotely, and leaders search for new tools to understand how their organization is working when people are no longer at their desks.

- Jan Taug, PhD

The world is learning to work from home. As we enter a new phase of the corona pandemic, it is uncertain when and if knowledge workers will return to their permanent office spaces. At the same time, managers and employees are forced to understand the impact of new ways of work on trust, engagement, productivity, and innovation.

In a chronicle fall 2020 in the Norwegian Business Daily (DN), JOIN21 presented network leadership as a new organizational model, and a technology that enables managers and employees to see an organization’s internal and external networks in real-time to increase value creation.

Achievement so far

We have since the start in 2018:

  1. Two products in the market, ACADEMY and INSIGHTS, developed and demonstrated market value.
  2. Delivered services to 15 medium and large companies in the Nordic and the United States, including Mobit, SIVA, Norsk Tipping, Vainu (FIN), ExplorerHQ (POL/NO), AT&T (USA).
  3. Tested our products together with large, medium and small businesses. Norwegian and international companies, government agencies, municipalities co-working companies and business clusters. We have been conscious of working with various industries such as retail, telecommunications, technology, architecture and consulting to qualify our value proposition.
  4. Established sister companies for scaling. JOIN21 Ltd in Bangladesh – web development and programming; JOIN21 d.o.o. in Serbia – project and product development, JOIN21 AB in Sweden – responsible for research, JOIN21 Academy and sales. JOIN21 also has ownership of DigiUnity AS, a Norwegian-based learning platform that uses our services.
  5. In an RFQ process in 2018, JOIN21 was awarded a 4-year contract with NBIM (The Norwegian Oil Fund).
  6. Our first international partner network agreements are signed.


“JOIN21 has a strong interdisciplinary international team creating a unique network-based transformative technology that may become a world standard. They provide managers and employees with unique insights on how to locate, bring into motion and better utilize existing knowledge through their cloud-based technology. It is no surprise such technology comes from Norway connecting solid democratic values with advanced tech-communities producing successful start-ups.»

- Investor Henrik Carlsen, CEO, MagnusChess AS and Owner and Advisor for stock listed PlayMagnus corporation.


This means that 90% retain the individualistic leadership model, which is often controlling and top-down. A model that builds silos and limits the ability to exchange ideas and knowledge and too often kills engagement, innovation and productivity.

This approach always poses a problem, and with today’s challenges, more alarming than ever!

2020 has, without a doubt, shown that the world has changed, and that organizations, managers and employees need to work in new ways.

In the global report ‘Leading in a Post-COVID-1 Recovery’, leaders have listed the key problems to solve in 2021 and 2022. The top struggles are: 1) COVID19 related disruptions; 2) Accelerate digital transformation; 3) Improve innovation; 4) Modify business model; 5) Streamline processes and Lower costs; 6) Recruit & retain top talent and Develop “Next Gen” leaders; 7) Build agile teams.

The current situation, for organizations globally, requires new perspectives and new ways of work. It requires a paradigm shift.

This is what JOIN21 brings to the table, now that it is needed most.


JOIN21 deliver intelligent network-based SaaS platform that visualizes how your organization actually works, how remote work affects relationships, and how your organization can be influenced to provide competitive advantage and increased value creation.

This shift does not come by itself – new processes and technologies are necessary, and the advantages are many:

Invest in JOIN21


make knowledge flow across gender, age, ethnicity and other demographics

Invest in JOIN21


retain key staff and prevent work frustrations

Invest in JOIN21


understand how to adapt to mergers and acquisitions, onboarding and other shifts

Invest in JOIN21


pinpoint the real experts and informal leaders

Invest in JOIN21


select the right tools and the right roles for just the right people

Invest in JOIN21


discover how to build a motivating, engaging and open culture


The animation above shows a customer journey from a real customer, providing insight into the problems and effects for the company.

The product INSIGHTS collects data from employees, collaboration platforms, the workplace and other organizational data are collected in order to highlight the organization’s untapped potential internally and externally. A BASELINE is established so managers and employees can see how their organization functions as a network and developed over time.

NETWORK LEADERSHIP is to calculate how your organization really works, as a network, to understand informal relationships, connections between experts, departments, customers, partners, and markets.
WORK SMARTER is to see how agility, digital fitness, innovation and other important value drivers can be improved, backed up by collaboration technologies, actionable insights and AI-based simulations.
RESULTS IN REAL-TIME are to master network management, make computer-based decisions that work, learn to read and measure data in real-time, make good simulations, make future decisions based on insights, and take appropriate actions.



I was totally amazed after seeing how exactly and powerful this is. JOIN21 guided us through the transformation of becoming a more networked, smarter and efficient organization.



  1. Invest in a market-tested Norwegian-based company with global growth potential, which has already established sister companies in Sweden, Serbia and Bangladesh, and presence in the Netherlands, Denmark, and the United States, with a strong and relevant and global network.
  2. Seize the opportunity now that the whole world is working from home — to be part of the network-based technology solution that helps organizations succeed with new ways of work.
  3. Help the world shift its focus from top-down hierarchies to network leadership and unique technology that will positively affect the way we work and the way we live.
  4. Join an important growth phase of the company, after founders Jan Taug and Henrik Bentzen have invested around NOK 8 million from 2018 to 2020 to bring the company to its current status.


Our products help organizations work agile and distributed based on network insights that make valuable and actionable real-time insights available for organizational changes, including value drivers and indexes and AI based advices to create competitiveness and value.


Managers, employees, and strategic partners get a customized dashboard with unique insights, simulations and recommendations on how to improve knowledge flow, productivity, innovation, competitiveness and value creation.

An example of how the JOIN21 INSIGHTS product helps managers and employees.

JOIN21 INSIGHTS is Google Earth for organizations. An AI-based SaaS platform with unique network-based algorithms and real-time analytics for organizations and their external networks. The platform creates a zero point (BASELINE) and gathers insights in intervals or in real-time.

The product collects relevant data based on key challenges: 1) People regularly answer questions from surveys and/or digital helpers (BOTs), 2) Retrieving data from relevant technology and digital tools, or 3) Picks up signals (IoT) from the workplace.

All in accordance with GDPR EU 2016/679.

The results are calculated in a dashboard and show how your organization and its internal and external networks work in real-time.



We help SMB companies succeed with digitalization. The network insights we got from JOIN21 was a gamechanger. We took actions immediately to improve our own organization, and work with JOIN21 to make a network insight product for the SMB market.

- Liv Dingsør, CEO Digital Norway

Managers will also be able to calculate and simulate changes and future decisions, such as mergers, digitization and major transformations. The software also compares teams and departments internally based on industry standards, and allows you to simulate scenarios and actions before implementing them.


Our Academy courses mix theory with practice and real data.

JOIN21 ACADEMY helps managers and employees understand and apply network leadership in the organization and elsewhere in life. We have open global courses and customized courses that include a network analysis pilot in the organization.

We help people understand and apply network management in their organization and life. We research organizational systems and networks as this has been the focus of several PhDs among our employees in the company, and we have developed several courses that can help managers and employees understand the importance of network leadership for the future.


With Network leadership insights and tools, JOIN21 gives you actionable insights relevant to your work scope, expertise, KPIs and network – whether you are a chief executive, department leader, project manager, or employee.

- Starling Hunter, JOIN21 Partner, PhD, Professor at MIT

We offer open courses that are available to everyone, as well as customized courses for universities, businesses, and government agencies.

We have open courses on global platforms, customized courses, seminars and webinars.


We have customers who trust us, the products and the process, and use JOIN21 services regularly. So far we have delivered products to 14 companies with a total of about 10,000 employees. We work closely with our customers and have established a customer development program for selected customers who want to pilot the INSIGHTS product.

The video shows input from some of our customers

We have sold the products for input from various organizations: large, medium, and small; Norwegian and international companies, government agencies and private companies, co-working, corporate clusters. They also come from various segments such as retail, telecom, technology, architecture, and consulting.

Organizations have had a tough 2020/2021, for us the challenges have made clear how important our technology is for future success.


It has been important for us to confirm that the products are relevant to different organizations and industries in different countries.


Meet the global JOIN21 team and some reflections about our journey

Today, JOIN21 has 8 people full-time and 13 part-time resources. A strong and positive network of highly respected experts where everyone is treated equally regardless of status and background. We collect good people with solid values.

We build the company with a focus on cross-functionality and work as we live, in networks:

JOIN21 is a network-oriented organization with good and solid values

Both employees and important strategic partners have shares in the company and have clear roles and responsibilities. We have weekly follow-up meetings with a focus on development, sales and marketing and partners. Our Global Advisory Board meets every month.

Jan Taug, PhD, General Manager and Founder, Norway

Jan Taug, PhD, General Manager and Founder, Norway Norway MBA in International Business and PhD in Organizational systems. Serie entrepreneur and venture capitalist for more than 12 years.

Henrik Bentzen, MSc, Head of Development and Operations, Norway

Henrik Bentzen, MSc, Head of Development and Operations, Norway Entrepreneur and technologist devoted to the opportunities cloud technology offers organizations and people.

Starling Hunter, PhD, Head of Research, Sweden

Starling Hunter, PhD, Head of Research, Sweden Professor of Organizations and Strategy, MBA and PhD from Duke University.

Teodora Puiu, Project Manager, Romania

Teodora Puiu, Project Manager, Romania Project manager with expertise in learning for various international teams in all industries.

Irena Stojimirovic, Marketing Manager, Serbia

Irena Stojimirovic, Marketing Manager, Serbia Leader of marketing activities with a focus on social media, digital marketing and content production.

Lars Karløf, PhD, General Manager of JOIN21 Sweden, Sweden

Lars Karløf, PhD, General Manager of JOIN21 Sweden, Sweden Researcher, Geo-Physics and leader from academia and industry-leading R&D in climate and materials science.

Milan Markov, MSc, General Manager of JOIN21 Serbia, Serbia

Milan Markov, MSc, General Manager of JOIN21 Serbia, Serbia Entrepreneur and digital services geek. Marketer with a technical background.

Maja Mitic, Head of Design and Branding, Serbia

Maja Mitic, Head of Design and Branding, Serbia Analytical mind, creative heart. Ex Branding Strategist, Copywriter and Creative Leader with 10 years of experience.


Management and board members have extensive experience in business, organizational and product development, all of which help to build a global company with a network of partners to make network leadership the standard of how we lead and work through new forms of work.


We base our solutions on experienced leaders, practitioners, and cutting-edge research. Our employees are top leaders, researchers and professors from universities such as MIT, DUKE, UiO, BI Carnegie Mellon. Our 5 Ph.D.’s have unique knowledge in systems theory, capital forms, political economy, organizational design and networks, adversity and resilience, geophysics, knowledge exchange and value creation. All critical to our customer’s work and product development.


Our programmers and ‘data scientists’ work closely with our researchers and customers and specialize in building complex and data-driven software solutions. Our UX/UI designers have broad experience, strategic thinking and an eye for details. We have built a system based on automation of marketing and our marketing experts have extensive experience in digital marketing and knowledge to take a global position.

Paul Stoltz,

Paul Stoltz, PhD, CEO of Peak learning Inc World's leading authority of grit and resilience.

Wolfgang M Neumann,

Wolfgang M Neumann, N/A Chairman, Director and Strategic Advisory roles, mentor and coach

Merete Sandsnes,

Merete Sandsnes, MFin (NO), Finance and consultant from large international consulting houses

Fred DeKay

Fred DeKay PhD Economics, Professor Emeritus, Seattle University, Consulting Economy

Henrik Carlsen,

Henrik Carlsen, CEO MagnusChess AS, owner & advisor for the stock listed PlayMagnus corporation.

Sigurd Gran

Sigurd Gran MBA, Marketing strategist, focus on marketing execution and customer acquisition

Bjørn Magnus Kopperud, MSc

Bjørn Magnus Kopperud, MSc Investor, Experienced top manager, MSc Computer Science, NTNU. Former Executive Vice President and CEO of major international IT and telecom companies.

Liv Dingsør

Liv Dingsør Specializing in economic analysis. NHH University and exchange program at Monash University, Melbourne, Australia.



JOIN21 Ltd in Dhaka, Bangladesh 
is involved in development and programming.


JOIN21 DOO in Beograd, Serbia do project- and product management and marketing automation.


JOIN21 AB in Stockholm, Sweden is responsible for the JOIN21 Academy and focus on sales.

We have established three sister companies to position ourselves for growth. The companies have been newly established and are in a start-up phase.

We have established sister companies to position ourselves for growth. The companies are established and are in the early start-up phase:

JOIN21 Sweden is a test for a country company that will sell directly in its own market and through partners. In addition, two of our researchers are in Stockholm, and ownership it is important to ensure capacity.
JOIN21 Serbia is responsible for project management, JOIN21’s digital channels, digital marketing tools, and marketing.
JOIN21 Bangladesh will help scale programming and development work. They will also be responsible for operation and support.

Our ambition is for our business to be international, and we, therefore, focus on risk exposure and analyses for corruption, money laundering, labor rights, and similar challenges. We have solid international agreements and use lawyers and auditors to follow up our activities to ensure internationally recognized corporate governance guidelines.

The entrepreneurs have experience with foreign investments and have a former Executive Vice President from a global Telco on the team, who has extensive experience in building companies in Asia and Eastern Europe.


The market lacks network-based technology to help organizations overcome pandemic challenges, distributed organizations, and remote work. Our customer work shows great potential, and growth started before the global shift in the way we work.

Advanced network technology has been used to uncover terrorist networks, criminal networks and the spread of serious diseases. The market structure and trends show that a data-based technology is needed to see how organizations work and change over time. JOIN21 will gain a central place in tomorrow’s global organizational analysis market with its network technology and unique value drivers and indexes.


Analysis of businesses and our previous and current customers have uncovered a big appetite for new organizational insights.

- Henrik Bentzen, MSc, COO

“Working from anywhere” has become a new standard, and here are some trends:

  • The global market for HR and organizational analytics software is anticipated to reach USD 6.29 billion by 2027, registering a CAGR of 14.2% from 2020 to 2027. Increasing new job postings for HR data analysts indicating growth potential.
  • Demand for network analytics in organizations is increasing, including insights into the remote network of customers, partners, and vendors.
  • Invisible knowledge networks are rarely seen as a resource in organizations, and insights from employees combined with organizational data have not been exploited in their full potential.
  • Over the past 5 years, digitization and transaction data have become more important for decision-making. Surveys show that many global business leaders and government agencies need to improve productivity and innovation opportunities based on data.

Research references: Grand View Research, Inc, LinkedIn Global Talent Trends 2020, MyHRFuture – People Analytics in 2020


Europe and the US are our key initial markets and research shows expected growth of people and organizational analytics towards 2022. As Asian markets show increasing interest in organizational analytics. We build on our customer base and aim to be one of the global suppliers for such analyses in 2023.

Based on our analyses, we estimate a market potential of 65 million subscribers within the SMB segment in the EU and US, with 30 million in the US and 35 in the EU.

Sources: PWC, Oberlo, SBE Council, EuroStat, Norfund



With network analytics in Telenor, we discovered that 14 business units across the world did not collaborate well. The network insights were groundbreaking and led us to develop a global collaboration platform and connect experts across borders. It truly made us a global company and boosted results.

- Bjørn Magnus Kopperud, MSc and Previous EVP in Telenor

6. Further Growth

We have already built the company to scale globally, but need help to take a visible position as early as 2021. Our roadmap shows important initiatives and revenue models for growth, product development and marketing work.


Our business model and product pricing are based on MRR (monthly recurring revenues), this means we bill customers per user per month.

JOIN21 INSIGHTS is based on managers, department managers, project/team managers, and employees using the product monthly. The companies are charged for using the platform and pay a fixed sum per user per month.

Below is an overview of how earnings are distributed on the products:

(Realistic estimate – see stretch forecast in document appendix)


We apply a human-centric marketing approach, reaching out to managers and employees. We mix three important tactics, to create diverse, engaging content and a smart process that leads to customer meetings.

CUSTOMER GROWTH – use our own global networks and email lists to engage customers and offer them to test our courses or products.

SOCIAL MEDIA – Provides relevant and educational insights to defined relevant audiences and which companies and countries have the greatest appetite for network management and related technology.

BUILDING COMMUNITY – Educates and engages stakeholders with webinars, courses and newsletters. We have received good feedback on our transparency and disclosure of insight materials.




JOIN21 has confirmed its core technology with key customers internationally and is now seeking capital to take a global market share and complete the development and production of JOIN21 INSIGHTS, an AI based Software as a Service (SaaS) platform with monthly recurring revenues (MRR).

We have tested and invested in global marketing and are building a global partner ecosystem. We build on our experience from a SaaS company we started in a global telecommunications company and which reached a turnover of NOK 100 million in 2 years.



I invested in JOIN21 in 2018 because the network philosophy and technology brings brand new energy to today’s leadership. It enables meaningful work and helps people find ways to optimize communication, collaboration, influence, make good decisions, and create energy and trust.

- Paul G. Stoltz, Founder and CEO of PEAK Learning, Inc.


Position, direction, and speed are the three main ingredients for becoming an important global player.

We have chosen crowdfunding because we fundamentally, as a networking company, know that it creates the power we need to succeed in a global market. We need helpers who understand network management and can talk about it as a solution to the challenges organizations face now.



I have invested in JOIN21 as they address the sudden global remoteness that people and leaders struggle with. Of course, as an economist, I like the Monthly Recurring Revenue business model for JOIN21 products. They have proven the business needs from different domains and markets, the team is highly competent and I am excited to be part of their journey.

- Fred DaKay PhD at John Hopkins University, Professor Emeritus in Economics, Economic Consultant, Acting Dean Albers School of Business, Seattle University, VP Operations for a tech start-up.

We focus our investments on the top 3 drivers to take a global market share:

PRODUCT DEVELOPMENT AND OPERATIONS: 1) Investments to finalize the platform with artificial intelligence (AI), simulations and prediction algorithms. 2) Ensure industry-ready products and processes so that customers can purchase the products online and/or through partners. 3) We also work with ISO certification and processes to protect our products (IPR or patents).
NEEDS: Hiring data scientist, AI expert, operations engineer + Hire: IPR/patent expert

ORGANISATIONAL GROWTH: 1) Help to increase sales by building a strong, profitable partner ecosystem. We have already tested with some partners confirming that the product is very important. At the same time, they are very pleased that we do not take the consultant job from them. 2) Help us focus on strengthening our subsidiaries and establishing more strategic offices.
NEEDS: Hiring sales and marketing manager, partner manager

GLOBAL MARKETING: We need more power in our marketing machine. We have tested and found a good formula for using automated marketing and have a good setup and team.
NEEDS: Market investments of approximately NOK 50-100,000 per month through 2021 to become more visible to both customers and partners in selected countries and segments.

We see the possibility of positioning ourselves well in 2021 with a total funding of NOK 4 million. The founders have already invested NOK 5 million.

The founders of JOIN21 have experience building successful global partner ecosystems from former start-ups and in a large global company.



JOIN21 INSIGHT is a gamechanger for the business world. It has the potential to transform the way we work and lead organizations into the next decade. Given my background, I am also excited about the way JOIN21 has connected organizational network insights with future workplaces. It used to be organizations adjusting to the workplace, but with JOIN21 intelligent technology, we can now fit the workplace to the organizational needs.

- Wolfgang Neuman, Chairman of The Hauge Hotel School and of Sustainable Hospitality Alliance, multiple Non-Executive Director and Strategic Advisory roles, Mentor and coach.

Since the start in 2018, we have invested around NOK 8 million. The company plans to raise additional capital for further development, global scale-up and market growth and search for industrial investors in 2022.

We as founders are also participating in the capital increase, and we will continue to fund JOIN21 going forward.




Annual revenue growth with net customer access per year.


Aggregate figures with all our monthly repetitive earnings (MRR) based on monthly active users (MAU).


Research and product development costs as well as internal and external resource investments.


Total figures with all our monthly repetitive earnings (ARR) based on monthly active users (MAU)


Shows total operating costs as well as research and development with profitability growth over time.



We are looking for new investors who believe in the idea and have a 2-4 year horizon before selling their shares.

A more profitable exit strategy will be to remain an investor in JOIN21 until we have an industrial investor with long-term plans or, alternatively, an international ‘venture’ capital company that is interested in a share issue where we include purchases from existing shareholders.


If you could take this moment of chaos and turn it into a moment of clarity to learn how your organization really works across formal and informal relationships, and pick the tools you need to make it perform better, would you?

- Lars Karløf, PhD, JOIN21 Sverige


We expect that value will increase further as we reach our goal of becoming a leading player (category captain) globally, and have a finished product 1.5, as well as a partner program with subscription, support services and consulting.

EXIT STRATEGY: Industrial investor and other possible sales opportunities.


As the company enters phase 4 and is established globally, there will be new exit opportunities. The value drivers are: Global Footprint, Finished Product 2.0, International Partner Program and an international database of key-value drivers and industry indexes.

EXIT STRATEGY: Industrial investor OR Initial Public Offering (IPO).

The global position and growth are an important strategic measure of value development, as it implies an opportunity for long-term growth and good profitability.


Insights on capital raising and on-boarding of shareholders:

  1. Read about the company’s valuation in the add-on document JOIN21 company pricing.
  2. During the pre-allocation campaign, investments from the Advisory Board and other related investors have invested about NOK 1.000.000 and others are in process.
  3. Shareholders in JOIN21 will be kept up to date on the company in quarterly reports, and all investors will receive our monthly Newsletter.
  4. We assess investor portals like AksjonærService, where shareholders have access to the company’s owner-relevant documents.
  5. The company has two classes of shares; Class A and Class B. The difference between Class A and Class B shares is that the company’s B shares do not have the right to vote at the general meeting. We only issue A shares in this capital increase.


The relationship between knowledge and value creation is a lot about setting knowledge in motion. Research shows 90% of leaders have never seen their organization as a network.
Scary, as it is in networks trust is created, knowledge lives, and work happens – we are all leaders of our own networks. It is time to use network insights to utilize the untapped potential.

- Jan Taug, PhD

We hope to see you on the investor list and look forward to an exciting journey. If you would like further information, please use the Discussion function (in the menu). If it is important, contact Jan Taug – [email protected]

Investment information

Start date: 10th of May 12:00
End date: 14th of August 21:00
Number of shares: 6.709.128 shares

Price per share: NOK 4 / EUR 0.4 / USD 0.48

Minimum investment: NOK 4.000 / EUR 400 / USD 480

Maximum investment: NOK 4 million / EUR 400.000 / USD 480.00

Value before issue: NOK 26.836.512

After investment

Maximum limit
Raised capital NOK 4.000.000
Share of the company sold 12.97%
New shares 1 000 000
New company value NOK 30.836.512

Company disclosure from JOIN21

Our Prospect on web, audited 2020 annual reports, self-reported information below and other relevant documents, are listed to help you determine if it is a good investment for you.

If anyone in the public knows the company and thinks some of the information is incorrect, please report to CEO Jan Taug – [email protected]

We provide all potential investors an open and active discussion forum as an instrument for making our funding process be made more transparent.

1. Shareholder agreement with Tag along and Drag along

JOIN21 AS has a shareholder agreement requiring shareholders to agree on Tag along and Drag along. The duty to sell and the Tag along and Drag along rights will be included in the articles of association (in the documents section).

2. Revenues

We have paying customers. Previous and current revenues are related to deliveries based on our semi-automatic technology platform, our Baseline product. The platform is under development. In 2018 and 2019, we have delivered to 15 companies in Scandinavia and internationally. It has given us unique insight and verification of the importance of our products.

We have established several agreements with partners who resell our service offering to their clients providing additional sales capacity and revenue.

When everything stopped in March 2020 with Corona, we were quick to change the focus in a fairly “dead” market to focus on the development of the products, based on insights and wishes from our existing customers. It was a bit heavy from March to October, but we managed to focus on product development. We also got two major customers in 2020, SIVA and Norsk Tipping.

We also used the latter part of 2020 to test our marketing strategy and tactics. With some customer income and our own investments, we were able to keep the development and the company going and we are now in a good position for further growth. Unfortunately, there were too many Startup companies that did not have the same possibilities and did not make it.

3. Support from Innovation Norway

The company has received a Start-up loan of 1,5m NOK in 2019 from Innovation Norway that was extended with an additional 0,9m NOK in 2020. In total 2,4 m NOK in loan from Innovation Norway. The first loan is interest-free until 1.10.2021 and due 10.04.2023 (in total 1,5m NOK). The second extension to the loan is interest-free until 10.01.2023 and due 10.07.2024 (in total 0,9m NOK).

4. Funding from the Norwegian Research Council

The approved funding through SkatteFUNN accounts for 19% of the R&D costs in a project. The support is calculated on the Norwegian taxable part of development costs incurred per project year and comes as a tax deduction or as a direct payment.

5. Other governmental support

We are working on two Innovation Projects to be presented to the Research Council and or Innovation Norway. Most likely Innovation Partnership and -contract. One proposal for a development project together with the architect company LINK. The other is focusing on Company clusters and network insights, the project will be conducted with Proptech Norway. The product will use AI and have simulation algorithms to find relevant solutions.

6. Any payment remarks

The company do not have any payment remarks.

7. Any financial difficulties

The company is not in financial trouble. 2020 was a tough year for us like many others. The founders and Advisory Board members continue to see the potential and are dedicated to investing as the company develops. The JOIN21 founders and ‘Advisory Board’ members are investing in this round and in any new rounds.

8. Number of employees working full-time

We are 10 people that work full time. We have established JOIN21 Sverige AB with an office in Stockholm, JOIN21 Doo in Serbia with offices in Belgrade, and JOIN21 LtD in Bangladesh with an office in Dhaka.

We have two types of people working full time: Employed (6) and experts (4) working full time through a partner contract. All experts work as “employees”, they work through their own companies and are co-owners in JOIN21 AS.

We connect with experts in their fields and are very focused on connecting very good people with good and solid values. We are a networking company with experienced people who like the challenges we are addressing, and they use their own companies instead of being employed. In sum a good setup for initial growth.

9. Number of employees working part-time

We have signed partners with associated shareholder agreements in 2019 and 2020 to ensure a global team of leading experts in the field.

We have a global Advisory Board with prominent global experts with interdisciplinary expertise to qualify our work. We are a network-based company where the experts are owners and partners. These attractive people want to work from their own personal company, and employment is not an option.

10. Number of accumulated man-years

The number of accumulated man-years to date (employees, board of directors, volunteers of the company) is 29. Like any other start-up, we have a set of power couples working day and night to bring out the concepts and test them in the market.

We were lucky to attract a number of experts on this journey, and we have a unique and skilled global team that are working hard to convert the concepts into solid SaaS products with a good Monthly Recurring Revenues business (MRR). model

See the description of the people in the prospectus and see also our TEAM video 🙂

11. Patents

We do not have any patents as of now.

We have 3 PhDs that protect much of our work. One of these have 3 patents in other areas, so we have the expertise to register patents.

The question is whether it would slow down too much in the process we are in now.

We have started an initial process together with a patent expert in Seattle and our expert in patents. We have IPR rights in all our agreements and have worked with the Patent Office and protected some important product names through the patent office.

12. Main Customer

We are a B2B company, meaning we are a company that sells to other companies.

We have already worked with companies in Scandinavia and internationally. We have deliberately tested different types of companies such as large, medium, and small companies, as well as government agencies, municipalities, co-working and more.

It has been important for us to confirm that all types of organizations need our products.

JOIN21’s target group during this scaleup phase is organizations with between 100 and 1000 employees. Medium-sized businesses are underserved. We focus on relevant customers and decision-makers, what motivation and/or challenges they have, and what problems JOIN21 can help them solve for their organization and end-users.

We focus on senior managers (preferably a little visionary/forward-leaning), HR managers (preferably with strategic focus) and communication managers who need good communication flow both internally and externally. We also search for key people without formal decision-making power (influencers) and strategic IT managers.

13. Markets

We are a global company from the start, as reflected within our work colleagues. We are focusing on Scandinavia now and are testing the product in other countries such as Finland, the Netherlands and the USA.

When the SaaS product is ready for sale, including operation and support, it can be purchased from anywhere in the world. We have already worked with international companies that confirm the need. The partner strategy is critical for us to succeed globally. We have previously established a global company that provided services in 10 countries. And we have with us a former Telenor executive vice president who was responsible for building Telenor globally.

14. Previous start-up experience

The founders have experience from 3 previous start-ups in the game development industry, a biotechnology company and a SaaS company.

15. Liquidity

The company has a strong focus on liquidity and follows financial developments every week. The setup provides a precise analysis enabling proactive cash flow management. Our auditor – PlusRevision AS – will provide in half-yearly financial reviews of the accounts. Co-founders, selected employees and current investors have agreed that new capital is added before liquidity becomes a problem. We have had a strong focus on liquidity in 2020 and forward.

16. Possession of core competence

JOIN21 is a global company with a relevant, competent and global team including: a former EVP of Telenor who helped build Telenor globally, a professor from MIT, technologists who have worked globally, skilled designers, smart programmers, and an organizational development expert who has been named Top 10 of most influential thinkers of our time.

A total of 5 PHDs with a different focus from political economy, intangibles, networks and system theory to Geophysics.

Our programmers and data scientists work closely with our researchers and customers and specialize in building intelligent data-driven software solutions. Our UX/UI designers have broad experience, strategic thinking and an eye for details. Please look at our team presented in the prospect.

17. Raising capital

JOIN21 is responsible for payments in this investment round and will secure the process together with our bank. We have selected one of the advisory board members, Bjørn Magnus Kopperud to oversee the process, including payments. Bjørn Magnus is a previous EVP in Telenor and he has invested in JOIN21.

For capital raising, members of our Advisory Board and our individual partners are also investing in JOIN21 and our journey into the global marketplace. We are planning a new investment round in late 2021 or early 2022 to secure funds to scale and take a global position.

18. Document Management

Our experienced auditor will work together with our CEO Jan Taug, COO Henrik Bentzen and our strategic advisor Bjørn Magnus Kopperud to carry out and quality assure the process and the paperwork for the Brønnøysund Register Authority, and other formalities that are related to the investment process.

19. Information management for shareholders

JOIN21 management takes responsibility for informing shareholders of the company’s development after the end of the investment process. We will send out a short report to shareholders every quarter. Today we have quarterly board meetings that ensure that all the formalities are in place at all times. All shareholders will also receive our monthly newsletter.

All our shareholders will be invited to our quarterly global Advisory Board meetings with experienced global leaders and investors. It is in these meetings that we discuss strategies and tactics in sales and marketing, product development and follow-up progression with a focus on the OKR process. A report summary will be sent to all owners independent of joining the quarterly meeting or not.

We are creating a ‘JOIN21 Owner Community’ on one of our technology platforms to engage our owners and involve those who want to contribute with customer prospecting, development, market processes and testing.

Once we have completed the investment process, we will give all the new owners access to our open network management course so that those who wish can learn a little about Network leadership and our technology. Less than 10% of leaders and employees have ever seen their organization as a network.

We want as many of our new owners as possible to become part of the future, where network leadership and network technology are the new way to lead and work globally.

The stretch target should be that 50% of managers and employees globally have seen their organization as a network and that new generations naturally lead and work through relationships and networks 😊

For questions please reach out to [email protected] – +47 9012 2900

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Company info:

Bjønndalsveien 4
1481 HAGAN
Org.nr: 919290153

Ad Punctum AS NORWAY 216,667
Paul Stoltz USA 75,000
Milan Markov SERBIA  50,000
Starling Hunter USA    50,000
Skarpö Gård AB SWEDEN 50,000
Daniel Guss Butenschøn NORWAY 50,000
Fred DeKay USA 47,500
Wolfgang M Neumann Hospitality B.V THE NETHERLANDS 35,000
Iversen 1St Sens NORWAY 30,000
BentzenSpark AS NORWAY 27,500
Magnus Chess AS NORWAY 22,500
Slavica Čukanović PR SERBIA 21,000
Marija Mitić PR SERBIA 21,000
John Karlöf SWEDEN 15,000
Le-Hansen Invest AS NORWAY 12,500
Elisabet Karlöf SWEDEN 12,500
RDA Holding AS NORWAY 12,500
Mats Karlöf SWEDEN 12,500
Lars Karlöf SWEDEN 12,500
H. Lone Veje Bentzen NORWAY 10,000
P Sander Holding AS NORWAY 10,000
Leif Jarl NORWAY 10,000
Øystein Brustad NORWAY 7,500
Gudbrand Lunde NORWAY 7,375
Wtalk AB SWEDEN 5,000
Tanja Winther NORWAY 5,000
EntryPoint AS NORWAY 5,000
Skarpö Konsult AB SWEDEN 2,500
Joakim Winther NORWAY 2,500
Anna Winther NORWAY 2,500


1. Shareholder Subscription Form May-August 2021

1 – ENG – 10 May – 14 August 2021_SHARE SUBSCRIPTION for JOIN21.pdf

2. Foundation document

2 – ENG-BREG-Founding document-2017 – translated from ORGINAL by JOIN21.pdf

3. Articles of Association

3 – ENG-NO JOIN21 AS-Articles of Association.pdf

4. Company certificate

4 – ENG – JOIN21 – COMPANY CERTIFICATE – translated by JOIN21.pdf

5. JOIN21 AS 2019 Public Annual report

5 – ENG JOIN21 2019 Financial Report with 2018 – MACHINE TRANSLATED.pdf

6A. JOIN21 AS 2020 Public Annual report without notes

6a – JOIN21 AS 2020 Annual report – Machine translated.pdf

6B. JOIN21 AS 2020 NOTES to Public Annual report

6b – JOIN21 2020 – ENGLISH NOTES FROM 2020 ANNUAL REPORT – Machine_translated.pdf

6C. JOIN21 AS 2020 AUDITOR’S REPORT for 2020


7. Company valuation

7 – JOIN21 ENG- Valuation -020521.pdf

8. Chronicle from Dagens Næringsliv about Network Management

8 – ENG-Chronical -Norwegian Business Daily – how to lead when everoyne work from home.pdf

9. Agreement with the NBIM Oil Fund

9 – ENG – Agreement with NBIM-Oljefondet Aug 2022.pdf

10. Example of market tactics work

10 – Summary of communication insights_JOIN21.pdf

11. Roadmap, Objectives and Key Results (OKRs)

11 – ENG JOIN21 Roadmap OKRs-210221-PPT summary.pdf

12. FINANCIAL ESTIMATES – 2021 – 2024 Stretch targets

12 – ENG – Stretch targets 2021 – 2024.pdf

Investors list

An overview of the new investors in this funding campaign. Shareholder lists are public information.

Ad Punctum AS (NO) May-August 50.000
C. Frederick DeKay (USA) May-August 37.500
BentzenSpark AS (NO)
Neumann Hospitality B.V (NL) May-August 25.000
Magnus Chess AS (NO) May-August
Lars Karlöf (SW)
Lone Bentzen (NO)
Tanja Winther (NO) May-August 5.000
Entry Point AS (NO)
May-August 5.000
Joakim Winther (NO)
Anna Winther (NO)
John Karlöf (SW) May-August 15.000
Mats Karlöf (SW) May-August 12.500
Elisabet Karlöf (SW) May-August 12.500
RDA Holding AS (NO) May-August 12.500
Le-Hansen Invest AS (NO) May-August 12.500
Leif Jarl (NO) May-August 10.000
Øystein Brustad (NO) May-August 7.500
Gudbrand Lunde (NO) May-August 7.375
Wtalk AB (SW) May-August 5.000
Skarpö Konsult AB (SW) May-August 2.500