Founders in Full
Founders in Full explores the future of family-focused solutions—from innovative tech startups to mission-driven services and products that help parents, caregivers, and families thrive.
Each episode features candid conversations with founders on what it really takes to start and scale: from customer research and product-market fit to brand positioning and marketing strategies that drive growth.
Whether you’re a family-focused founder, investor, or advocate, you’ll hear real stories and practical lessons on finding your ideal customer, crafting trust-building messaging, choosing the right channels, and prioritizing time and budget when every decision counts.
Hosted by Dan Ritzke—Fractional CMO and FamTech Marketing Consultant—Founders in Full shares the stories and insights of the people shaping the next generation of family-centered solutions.
Founders in Full
Why Every Busy Family Needs a Logistics Platform | Zoya Lehrer, Orgo
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Zoya Lehrer, Founder and CEO of Orgo, shares the story behind building a logistics platform designed to help busy families better manage the hidden complexity of everyday life.
After spending more than 20 years leading large enterprise technology initiatives in banking, fintech, and SaaS, Zoya never imagined becoming a founder. But as the parent of three young athletes, she found herself constantly asking the same question: Why is managing family logistics so much harder than managing complex enterprise systems?
That realization led her to build Orgo—a platform that reimagines the family calendar by showing time the way families actually experience it, with preparation time, travel, carpools, and everything else that traditional calendars leave out.
In this conversation, we explore:
✅ Why Zoya left a successful 20-year career in enterprise technology to start Orgo
✅ The hidden mental load and logistical challenges facing active families
✅ The concept of "time literacy" and why our calendars often fail us
✅ How lived experience helped shape Orgo's product and founder journey
✅ Why solving a specific problem for a specific audience was critical in the early days
✅ The challenges of educating customers when you're creating an entirely new product category
Zoya's story is a great reminder that some of the best startups aren't created by chasing trends—they're built by someone who experiences a frustrating problem every single day and decides there has to be a better way.
👉 Learn more about Orgo: https://orgohq.com/
👉 Connect with Zoya on LinkedIn: https://www.linkedin.com/in/zoyalehrer/
Connect with me (Dan Ritzke):
I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results.
👉 Visit my website: https://danritzke.com/
👉 Connect with me on LinkedIn: https://linkedin.com/in/ritzke/
Apply to be on the podcast or nominate a founder:
👉 Founders in Full: https://danritzke.com/podcast/