Hey, my name is Joseph Lee 👋🏼

🇨🇦🇰🇷 entrepreneur passionate about building delightful product experiences, lifelong learning, and wearing different hats across product, design, growth, and operations.

Joseph Lee Personal Photo

Starting with my first small business at age 14, I have been fascinated with the ability to create something from nothing (with some grit and determination).

Currently, I'm the CEO/founder at Supademo, which helps teams communicate products more effectively with beautiful, AI-powered interactive demos and guides.

I also co-founded Freshline - a B2B e-commerce platform built for food distributors. Freshline was a culmination of a pandemic pivot from Coastline, North America's first demand-driven seafood marketplace, which scaled to hundreds of restaurants and 7-figure revenues.

Our work has been featured on:

  • Forbes 30 Under 30
  • Gimlet Media
  • Google
  • Globe and Mail
  • Financial Post
  • Aside from startups, I'm an amateur athlete, big sports fan, foodie, and world traveller.

    More on my experience...

    Here's a quick overview of my skills, experiences, and some of my guiding principles.

      • Here’s what I’m looking for in people I work with, whether they're co-founders or work partners:
      • - Practices radical candor: the willingness to speak their mind and communicates clearly, with the right respect and tone;
      • - Can work autonomously and can deliver results without supervision & does not micromanage;
      • - Understands that outputs trump inputs/hours. We shouldn’t compete to see who got less sleep or worked more;
      • - Work-life balance (while delivering results) is paramount;
      • - Strong technical aptitude and (at the baseline) strong understanding of product/engineering principles, concepts, and limitations;
      • - Willingness to wear many hats: focus should typically center around moving the needle forward for the company, not fixating on role boundaries or responsibilities;
      • - Product: Managing entire lifecycle from ideation/conception, discovery, validating, building, launching, and measuring;
      • - Design: Sketch/Figma, UX/UI, HTML/CSS/JS;
      • - Growth: Acquisition, Activation, Conversion, Monetization;
      • - Eng: Collaborate with engineers - ability to code or have context behind technical feasibility, architecture, estimates based on current schema, tech debt, etc;
      • Overall, I consider myself to be a generalist who can and will wear hats across all areas of the business to ensure success. My 10+ years as a founder has trained me to not be fussy!
      • Where are the big problem areas in the world? Is it huge and painful? Is it a large enough market?
      • 💡 Put more effort into the problem selection than the solution. Choosing a problem that matters, even if your work is average, will generally yield a better outcome than choosing a terrible problem, even if your work is excellent.
      • What personal skills, advantages or insights do you have to be able to help solve it? Why is my team uniquely qualified to solve this?
      • 💡 Food, distribution, and supply chain may be areas of interest based on my expertise.
      • How can you turn this into a viable business idea? What type of team is needed?
      • 💡 Sometimes, nothing replaces in-person observation as a tool for figuring out go-to-market and product. Explore how you can embed yourself in real-world process.
      • Once the above three questions are answered:
      • 1. Do all of the product research and interviews prior to building anything. It’s tedious and less fulfilling than building, but it’s easier to change a prototype or spreadsheet vs. code.
      • 2. Don’t build until you feel a real pull from the market. Make sure you try to sell a pain-killer vs. a vitamin. It’s much harder to sell a process improvement vs. solving for a dire pain point or headache.
      • 3. Figure out who you can sell most easily to, then figure out market analysis afterwards.