Tomas Pernek

Owner @ White Elk

About

Many technology companies face the same challenge. The innovation is strong, but how it translates into a clear offering, scalable business, and real adoption in the market is often unclear. I work at the intersection of product, business, and market, helping companies turn complex technologies into structured, market-ready offerings that customers understand, adopt, and scale. My work often involves defining how companies structure their offering, pricing, and go-to-market, as well as how they align internally to execute effectively. In many of these roles, I also work closely with leadership teams on understanding the business itself – from identifying key growth drivers and structuring KPIs to translating data into clear decisions and priorities. Earlier in my career, I worked with MIPS during its international expansion, supporting the transition from a technology-focused company to a global industry standard. More recently, I have worked with companies such as Inuheat and Fiberloop, helping structure how their technologies are positioned, packaged, and brought to market. I run White Elk, where I work closely with founders and leadership teams in phases where innovation needs to become: • a clear and compelling offering• a scalable business model• a structured way of engaging customers and markets I’m particularly interested in companies working with:• industrial technology• climate and energy innovation• mobility and platform technologiesIf you are building something complex and are thinking about how to structure it into a scalable business, I’m always happy to exchange ideas.

Country

Sweden

City

Greater Gothenburg Metropolitan Area

Industry

Management Consulting

Skill

Business Strategy, Commercialization, Go-to-Market Strategy, Platform Strategy, Strategic Positioning, Business Development, Affärsstrategi, Analytisk förmåga, Styrelsenivå, Digital Strategy, Consumer Products, ingridient brand, Technology Commercialization, E-Commerce, Business-to-Business (B2B), Photography, Social Media, Photoshop, Project Management, Concept Development

Experience

Owner

White Elk

2010-3 - Present · 16 yrs 7 mos

At White Elk I support technology-driven and product-focused companies in structuring how their ideas become scalable businesses. I work closely with founders and leadership teams in phases of growth or transformation, helping define offerings, business models, and how companies engage with customers across markets. My work typically involves aligning product, business, and customer experience to ensure that offerings are clear, scalable, and commercially viable. Work includes: • Structuring customer-facing offerings from idea to market • Developing business models and go-to-market strategies • Aligning product, communication, and customer experience • Supporting leadership teams in strategic and operational decisions • Creating structure and prioritization in complex, cross-functional environments • Supporting international expansion and market positioning

Chief Marketing Officer

Inuheat Group AB

2021-2 - Present · 5 yrs 8 mos

Commercializing Inuheat’s wearable heat platform, with a focus on structuring the customer-facing offering and enabling scalable adoption across partners and markets. Responsible for defining how the platform is positioned, packaged, and experienced by both partners and end users, including the launch of “Heat Ready” as a standardized offering for brands developing heated apparel.

Styrelseledamot

Stenungsunds Montessoriskola

2025-1 - Present · 1 yr 9 mos

Stenungsund, Västra Götalands län, Sverige

Board member with responsibility for developing vision, strategy and marketing for school and kindergarten.

Founder

Skillpins

2025-1 - Present · 1 yr 9 mos

Stenungsund

Founder of Skillpins – helping clubs motivate and develop young athletes through gamified training and measurable progress

Chairman Of The Board

Stenungsunds Basket

2020-4 - Present · 6 yrs 6 mos

Stenungsunds kommun

Proud to lead the development of Stenungsunds Basket together with great fellow board members, coaches, players and parents. Our goal for 20/21 season and onward is to grow as a sport and make Stenungsund Basket one of the leading youth sports associations in our region with a focus on building a strong team spirit and having fun. We see a positive flow of young players starting their basketball journey with us and have exciting plans for the upcoming years to make sure that we maintain that positive momentum.

Basketball Coach

Stenungsunds Basket

2017-9 - Present · 9 yrs 1 mo

Stenungsund

I coach two kids basketball teams for Stenungsund Basket. Basketskolan for kids born 2011-2014. Girls & Boys born 2009-2010

Board Member

Stenungsunds Basket

2019-4 - 2020-4 · 1 yr 1 mo

Stenungsund

Member of the board in Stenungsunds Basket. Working together to establish basketball as one of the main sports in our region. I am focus on kids and youths and work as a link between coaches and the board.

Co-Founder Anywhere Outside

Anywhere Outside

2019-8 - Present · 7 yrs 2 mos

Sweden

Anywhere Outside is built to boost and inspire kids and families to get outside more and explore nature through various outdoor sports.

Marketing and Brand Communication Manager

Mips

2014-2 - 2018-12 · 4 yrs 11 mos

Worked with commercialization and global scaling of MIPS, supporting the transition from a technology-driven company to a widely adopted industry standard. Focused on how the technology was positioned, communicated, and understood by helmet brands and end users, enabling broader adoption across international markets.