Built solo by a finance analyst — for ecommerce founders.
I know the pain of drowning in spreadsheets. That's why I'm building Okiela.
Global-First, Built from Vietnam
THE PROBLEM
I'm Nguyen Tuan Dai, born 1991, an FP&A specialist from Vietnam. Over 8 years working with financial data, I spent thousands of hours in spreadsheets calculating true profit for e-commerce businesses.
The wake-up call: too much finance work created little decision value — copy-paste, VLOOKUPs, and chasing hidden costs. Ecommerce founders deserve clearer profit visibility before small leaks become expensive mistakes.
THE TURNING POINT
6 Months Ago (Oct 2025): I watched a YouTube video about building dashboards with AI using the OQMLB framework.
The Crazy Decision:
First Steps:
- Opened GitHub account (first commit ever: Nov 4, 2025)
- Learned AI tools (Claude, Cursor, v0.dev)
- Built first prototype in 72 hours
- Tested early workflows with ecommerce operators
- Iterated through real bugs, QA passes, and production hardening
THE MISSION
Democratize profit analytics for ecommerce founders globally — regardless of technical skills or budget.
Why 30 Seconds Matters: Time is the only non-renewable resource for founders. If Okiela can turn a messy sales export into a clearer next decision quickly, it is doing its job.
NGUYEN TUAN DAI
(DAI NGUYEN TUAN)
Founder & Solo Developer(Non-Technical Background)
Background
- FP&A Specialist (8+ years)
- Finance & Accounting degree
- Based in Ho Chi Minh City, Vietnam
- Building for global market
Learning Journey
- Week 1: "What is 'git push'?"
- Month 1: First working dashboard
- Month 3: First production hardening pass
- Today: Iterating with seller feedback
"I am building Okiela from the finance operator's seat: make the numbers easier to trust, then make the next decision easier to take."
Our Values
Profit-First
Every workflow should help sellers see revenue, refunds, costs, and margin more clearly.
Honest Coverage
Exact, estimated, and missing inputs must stay visibly different.
Fast First Value
A first export should become a useful first read before setup gets heavy.
Built in Vietnam
Built from Vietnam for ecommerce operators who want clearer profit decisions.
By the Numbers
Product Metrics
Community Growth
Inspired By Legends
Learning from Solo Founders
Pieter Levels
@levelsio
Independent maker known for shipping small, profitable products
Lesson: Ship fast, build in public, focus on profitability
Arvid Kahl
@arvidkahl
Bootstrapped SaaS founder and author focused on audience trust
Lesson: Serve a narrow niche extremely well, build trust first
Marc Lou
@marc_louvion
Indie maker known for fast launches and practical product iteration
Lesson: Launch fast, iterate based on user feedback, automate everything
Daniel Vassallo
@dvassallo
Independent creator known for small bets and audience-first products
Lesson: Build small bets portfolio, focus on independence over scale
"I study the best solo builders, but Okiela's path is unique: non-technical founder from Vietnam using AI to democratize e-commerce analytics globally."