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July 25 @ 9:30 am - 10:30 am PDT


Startup Idea Validation: The Value of Being Your First Customer

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Founders Network
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When Itziar Diez-Canedo and her sister Maite co-founded Via, they set out to build a U.S.-based company with a team of engineers in Mexico City. As they navigated the complexities of employment laws, compliance, and currency exchange, they had a “lightbulb” moment: What if there was software that enabled small businesses to hire top talent globally with ease and confidence? This realization led to the creation of Via. The company flourished, and in 2023, it was acquired by Justworks to enhance its international hiring solutions.

In a webinar for Founders Network on July 25, Itziar, VP of International at Justworks, will lead an insightful discussion on startup idea validation and the value of being your own first customer. She will share key takeaways on testing and learning, addressing unmet needs, overcoming entrepreneurial challenges, and how these experiences shape her current role in driving Justworks’ go-to-market strategy for international solutions.

Don’t miss this opportunity to gain valuable insights from Itziar’s entrepreneurial journey and her expertise in international hiring.


About the Speaker:

Itziar Diez-Canedo is the Co-Founder of Via and VP, International at Justworks. In her role as VP, Itziar focuses on international go-to-market strategy

In 2017, Itziar and co-founder Maite Diez-Canedo launched Via to support small businesses hiring beyond borders. With strong customer relationships, a focus on local support, and a vision to grow, Itziar and Maite joined forces with Justworks, a technology company leveling the playing field for small businesses, to accelerate the company’s international solutions and bring them to more small businesses around the world. Prior to Via and Justworks, Itziar worked with startups from around the world as head of strategy for global startup programs at Citi.

Itziar earned her Master’s at Stanford University Graduate School of Business and currently lives in Miami.


Complimentary Ticket:

Are you a full-time tech founder? Be our guest! We’re making our events available to tech founders everywhere. Enjoy a complimentary ticket to come learn from fellow tech founders, partners and investors. Already used your complimentary guest pass? Request an invite to see if you qualify for membership.


About Founders Network:

Founded in 2011, Founders Network offers lifelong peer mentorship to over 600 tech startup founders globally. Our platform, programs and high-touch service facilitate authentic experience sharing, warm introductions and long-term professional relationships. Additional benefits include over $500k in startup discounts and promotion to 2,000 newsletter readers. Members are located in San Francisco, New York City, Los Angeles, Vancouver, Toronto, London and other tech hubs. Each month our Membership Committee admits a new cohort of full-time tech founders who are nominated by an existing member. Learn more about us here

Confidentiality Policy:

All information shared within Founders Network is strictly confidential. We are built on a foundation of trust, and the community takes confidentiality seriously. Investors, members, and staff all share experiences and opinions off the record. In this roundtable forum, we continue to model our fnValues of Reciprocity, Humility, Authenticity and Inclusivity. Read more about our Privacy Policy here.


Founders Network
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If you don't have a cohort group in something like Founders Network that you can develop long-term relationships with and discuss the same topics that come up with people that you already know, you're probably missing out on something very important.

David Plonsky

The number one advantage is the law of compound interest. The longer you stay in a very high-quality network the strong and more authentic relationships you build.

Chaitanya Vaidya

We know each other's business and we know each other's struggles. Having a personal relationship with other founders that is completely confidential and completely authentic gives you a lot of great advice.

Doug Lessing

FN manages my network for me by connecting me with other founders in my specific industry sector. I've been able to explore business development opportunities, partnerships, etc.

Becky Splitt

We just saw the first Mexican unicorn come to life this same week which is a fantastic idea. Being part of the Founders Network makes a lot of sense. We see that the Mexico City chapter is growing substantially.

Max Linares

There's a lot of great stuff going on even now in San Francisco. I've found Founders Network has been a great resource for me and for all of the founders I know during these tough times.

Jarie Bolander

It allowed me to meet people who had done this before that had the experience. I was able to explain an issue very briefly and they were able to give me a very detailed response on how they addressed it.

Terence Finn

I've used the platform to discover advice, connections, resources, discounts, on important services, connections to investors, and practice on how to pitch. The kind of conversations you can't get anywhere else on youtube or google searches.

Alexandra Greenhill

I see Founders Network as one of those necessary resources in the Chicagoland area.

Jason Jacobsohn

The Black Founders initiative allows me to shape this program where we can inspire, engage, and support Black Founders.

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