Antoine van der Lee van SwiftLee

Antoine van der Lee once dreamed of stepping onto a stage, sharing his insights with an audience of eager developers at international conferences. But every application he submitted came back with the same message: "We regret to inform you." For many, that would have been a dead end. For Antoine, it was the spark that ignited his entrepreneurial journey. "I felt invisible, like I was not interesting enough to be invited," Antoine recalls. "So, I decided to prove my worth, not to others, but to myself." What started as a personal mission turned into SwiftLee B.V., a company that now empowers developers across the globe through courses, newsletters, and technical insights.

The foundation: blogging for impact

Antoine’s first step was simple yet transformative: blogging. "I thought, if I can share valuable knowledge, people will notice what I bring to the table." His weekly posts on his blog SwiftLee found at avanderlee.com quickly became a go-to resource for iOS developers seeking practical advice and innovative solutions.

Over time, this consistent effort evolved into more. A popular newsletter with thousands of subscribers, daily tweets discussing Swift and Xcode, and a flagship course titled From Side Project to Going Indie. "The course was my way of showing others how to turn a passion project into a sustainable career," Antoine explains. "It was not about pretending to have all the answers; it was about sharing my journey."

The leap to full-time entrepreneurship

Until March 2024, Antoine balanced his entrepreneurial pursuits with a full-time role as Staff iOS Engineer at WeTransfer. "I loved my job, but I knew I had more to give. I wanted to focus entirely on my own projects."

Stepping into full-time entrepreneurship came with its own set of surprises. "You think you will have unlimited time, but prioritization is harder than you expect," he admits. "I would start the day with a clear plan and find myself lost in one task for hours. It taught me that focus is everything."

“I felt invisible, like I was not interesting enough to be invited.”

Finding balance between work and life

Entrepreneurship did not just transform Antoine’s career; it also reshaped his personal life. "When I worked full-time, I spent my evenings building my business. Now I have reclaimed that time for myself."

As a father of two, he treasures the moments he now shares with his sons. "They often pop into my office during the day, and instead of feeling interrupted, I feel motivated." His social life has also flourished. "I can now make time for daytime activities with friends, like golfing. If I need to, I can always catch up on work in the evening. The flexibility is freeing."

From hobby to thriving business

Antoine’s entrepreneurial journey began incrementally. "I started my blog in 2015, but it was not until 2019 that I registered as a sole proprietor. Back then, I did not even need a Chamber of Commerce registration to start earning."

In 2024, as his business grew rapidly, he transitioned to a limited liability company. "It was the natural next step; it made financial sense and reflected how far the business had come."

The road was not without its lessons. "I remember my first freelance project: six weeks of work for fifteen hundred euros. At the time, it felt like a lot, but looking back, I had undervalued myself," Antoine shares. "A friend in sales once told me, 'Let them say it is too expensive.' That advice completely shifted my mindset."

“Your potential is much greater than you think. Persevere and trust the results will follow.”

Standing out in a competitive market

In a crowded industry, Antoine’s authenticity sets him apart. "My course is deeply personal. It is built on my experiences, which makes it unique and difficult to replicate. Clients sense that sincerity, and it builds trust."

His free weekly blogs also play a crucial role in fostering a loyal community. "It is not just marketing; it is about giving back while staying visible. It creates a genuine connection with my audience."

Looking ahead: scaling with purpose

While Antoine has big plans, he is intentional about staying focused. "Next week, I am launching a new venture with two friends, dedicated to scaling my app RocketSim for larger teams and enterprises."

Still, he has no desire to run a massive corporation. "I do not need one hundred employees. My goal is sustainable growth. I want to expand my offerings, like adding more coding courses, without losing the personal touch."

Antoine’s golden advice for aspiring entrepreneurs

His advice? "Your potential is much greater than you think. When things get tough, push through what I call the valley of disappointment. Persevere, believe in yourself, and trust that the results will follow. That is the mindset I try to instill in others.”. If this sounds interesting to you, make sure to check out his course and turn your passion into independence.