A Journaling Tool enabling Guided Reflection

Journaling is an effective way of keeping track of your mind’s journey. It is a practice that helps you understand how you have evolved as an individual over a period of time. For many people, journaling is a calming and rewarding experience. is a journaling tool with a seamless guided reflection framework built-in. enables guided reflection through your journals. It is an app that can prove useful to people who are looking for ways to enhance their reflection practices. In conversation with Michael Radparvar, Co-Founder of, we learn more about this useful tool and its story!

What is the startup/product about? Give us a brief description of it. is a journaling tool with a seamless guided reflection framework built-in. This means your existing entries will guide your monthly and annual reflection practice. helps you to identify your Highlights (things you are grateful for) and Lowlights (setbacks or challenges).

At the end of each month, you will:

  • Be guided through your Highlights to find the patterns in what brings you joy and then walks resurfaces any Lowlights so you can learn from and find peace with them.
  • Reflect on the 6 key dimensions of Mind, Body, Soul, Work, Play, Love

When the time comes to complete your Annual Review, you will have most of the hard work already done, allowing you easily synthesize the most important moments of your past year.

In short, your daily entries help build your Monthly Review, and your Monthly Reviews help to build your Annual Review.

How many co-founders are there? Please introduce them and their backgrounds.

If there are multiple co-founders, please mention how did you meet one another

David and Michael has 2 Co-founders, David Radparvar (Amsterdam, Netherlands) and Michael Radparvar (Ventura, California). We’re also brothers and Co-founders of Holstee.

How big is the entire team currently?

We are a team of 9 at Holstee, with 5 of us working on

How did you come up with the idea? What motivated you to do this?

In 2009 Dave and I started Holstee, a company focused on helping people live fully and mindfully with physical products like our Reflection Cards, annual Reflection Journal, and Mindful Kits.

We saw first hand how difficult it is to build a lasting reflection practice. For years, journaling has been our go-to tool for reflection. But even once you build a solid journaling habit, there wasn’t an easy framework for looking back on past entries — no guide to help find patterns in the things that brought you joy, or to learn from the moments that challenged you.

It’s a problem that we observed and experienced first-hand.

After three years of researching, testing, and developing concepts to solve this problem we arrived at

What is your target market? Who do you think your product will appeal to?

Our target market is anyone interested in developing a reflection practice. If you have ever had the desire to look back on your past month or year, or to recall your Highlights and learn from your Lowlights, then is for you.

What are the marketing plans apart from the product hunt/beta list launch? How are you planning to acquire new users?

Our number one focus is on building the best possible product for our users. We are rapidly iterating and implementing feedback from our community, which we believe will help to drive healthy organic growth. We hope to pair this with earned media from sites like Venture Mirror, looking to cover projects like

Do you have a separate dedicated team to take care of marketing (digital marketing/traditional marketing)? Which digital platforms are you focusing more on?

All of our marketing is done in house. Our primary channel is email.

What according to you is the biggest challenge that you faced? Is it product development or marketing or scaling or … ? has evolved a great deal since the first version. Each upcoming iteration feels like the perfect version, until our team or users find ways to make it better. So accepting the product will never be done, and is in a continuous state of evolution, is something I’ve personally been working on.

Who are your competitors/alternatives? What sets you apart from them?

Our main competitors are other journaling and note-taking apps.

Unlike other note-taking, journaling, mood-tracking, or diary apps, is based on a tested framework that guides both your journaling and reflection. It is designed to help you build a journaling habit. It makes learning from your past simple, easy, and enjoyable. doesn’t merely provide a space to write thoughts, it leverages your entries for deeper guided reflection at regular milestones.

What are the future plans with the product/startup? Any new features you are planning on?

Upcoming features include

  • Offline support for our mobile and web apps
  • More guided journaling paths similar to Reflect & Reset our free 14 day guided journaling experience

Know a great start-up story or want to share your own? Write to us at and we will get back to you. For more updates follow Venture Mirror on Facebook

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