Enjoy The Work (ETW Advisors) is a San Francisco-based startup advisory firm founded in 2014 by Jonathan Lowenhar. Our unique, hands-on approach to startup mentorship empowers founders to pick the right path. We provide informed counsel every step along the way, helping founders navigate the unknown in times of inevitable turbulence and uncertainty.
We come from a variety of backgrounds — consumer Internet, enterprise SAAS, finance, sales, and more. But one fact remains consistent for all of our advisors: we have deep and successful startup experience both as founders and as early stage operators.
Founder & Managing Partner
My first career was in hospitality, where I served as the first VP of Loyalty Marketing for Harrah’s Entertainment and led the turnaround of a failing 3,000-employee hotel and casino company. In 2007, I founded my first startup, which I successfully sold after 4 years and several rounds of capital. Starting in 2012, I served as COO of Taulia, growing the business from seed to D in less than 3 years.
Since 2014, I have led ETW Advisors, a firm of expert early stage operators who have combined their considerable skills to advise the next generation of startups to launch, grow and reach scale. I founded ETW because I believed that the biggest positive impact I could have on the world would be to positively influence the next generation of startup entrepreneurs. I’ve dedicated my professional life to that end.
Beyond my life as an operator, I was an active investor and mentor including serving as President of Sand Hill Angels in Palo Alto, CA. I’ve long recognized that good advice and mentorship are both more rare and precious than capital. That led me in 2017 to join ETW as a Managing Director and Partner.
I’ve developed that skill over a 20 year career that has spanned banking, entrepreneurship, personal coaching and startup advising. I’ve helped start 6 businesses, including co-founding a software company that we built from start-up to a profitable multi-million-dollar global operation to a successful M&A exit.
I have my CPA license, multiple academic degrees and a professional coaching certification but above all else my greatest passions are mentoring my fellow entrepreneurs and volunteering at my kids’ schools.
I’ve had the good fortune of wearing many hats in my startup life from business development, to product management to sales. For the last 10+ years, I’ve built and led go-to-market teams for 3 organizations, one of which went public (Jive, valued at $1B+) and the other two still going strong. Building startups has fed my ambitions for years, and I joined ETW Advisors so that I could impact not just one startup, but rather a portfolio of them across the globe.
After my four startup experiences, I ventured into the enterprise world and joined Salesforce (VP Product), where I helped ship the company’s first AI product. But it was through my involvement in Salesforce’s M&A process that I ultimately realized I wanted to return to startup life.
Each chapter of my career was chosen based off of where I’d find my next challenge. I’m a problem solver at heart, and I take pride in repackaging all that I’ve learned throughout my career in order to effectively mentor the next wave of passionate founders.
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