Bonus Stage 🔓 Meet Alex from Refine, the startup killing the boring training manual

Welcome to the Bonus Stage 🔓 where the real story starts after the pitch. This is where founders talk about the hard work, the wins, and everything behind the scenes. In this edition, we chat with Aleksandar Stojanovic from Refine, who tells us how they’re making moves and growing their startup.

Founded in March 2025 and based in Delaware, Refine is on a mission to transform corporate training through AI-powered, bite-sized learning. With a pre-seed round of $135,000 already raised and a $750,000 round currently in the works, the startup is gaining serious traction. Refine has secured five letters of intent, with pre-contracted revenue set to hit $200,000 MRR starting October 2025, the proof that companies are ready for smarter, faster employee training.

What’s the story behind your startup’s name? Any fun or surprising origin?

The name Refine was never just a brand; it was a statement of purpose. I chose “Refine” because I believe that corporate training, and education in general, is broken. It's outdated, inflexible, and disconnected from the real needs of professionals.

The goal of Refine is exactly what the name suggests: to refine how people learn, how they communicate, and how they apply skills in real-world environments. We’re not just teaching English. We’re refining how professionals in different industries think, speak, and grow, adapting every learning experience to their role, industry, and culture. Whether someone is negotiating a semiconductor contract in Taiwan or managing a MedTech team in Germany, Refine shapes the experience around them. It’s personal, cultural, professional and always evolving.

The methodology came first, grounded in neuroscience, psycholinguistics, and schema theory. The name followed naturally, because what we’re doing is helping people refine not only their language, but their communication logic, confidence, and career potential.

So yes, the name Refine is simple. But what’s behind it is anything but.

What was your “why”, the personal motivation or problem that pushed you to start this venture?

After nearly 10 years of working as a corporate trainer across the Asian markets delivering over 30,000 lessons, navigating cultural nuances, and supporting professionals from Taiwan to Japan, I saw the same pattern everywhere: talented people being held back not by lack of skill, but by ineffective training systems.

I poured blood, sweat, and tears into helping individuals succeed in their roles, executives preparing for boardroom negotiations, engineers struggling to communicate across borders, team leads needing clarity and confidence in global meetings. And still, the tools we had generic textbooks, outdated e-learning, and rigid systems, weren’t enough.

I knew something had to change. That’s why I built Refine. Not just to teach, but to transform. To create something that finally respects the learner’s industry, role, time, and cultural identity. Something that adapts to them, not the other way around. My mission was and still is to fix what traditional training has ignored for too long. This wasn’t a business idea. It was a necessity born from a decade of frontline experience and the belief that people deserve better.

How did the founding team come together? Did you know each other before or meet through this journey?

Godfathers, best friends for over 25 years, should I say more? :)

What’s the biggest personality clash or funny disagreement you’ve had as co-founders, and how did you resolve it?

You might not believe this, but NONE. We got through them when we were younger.

What’s the single biggest problem your startup solves that no one else is tackling quite like you?

The single biggest problem Refine solves and something no one else is really tackling the same way is this: most corporate training platforms focus on giving employees access to knowledge, whether that’s through videos, documents, or even AI-generated content. But none of them actually train people to perform under pressure or apply those skills immediately. They don’t prepare someone to handle a tough feedback conversation, navigate a high-stakes meeting, or lead with clarity across cultural lines.

Refine bridges that gap. It doesn’t just teach people what to say, it teaches them how to say it, when it matters, and in a way that’s logical, respectful, and culturally appropriate. We do that through short, focused, interactive simulations where users speak, think, and respond in real time and our AI gives instant, meaningful feedback. That shift from passive learning to active, behavioral performance is something no other platform is built to deliver. And that’s what makes Refine fundamentally different.

What’s one customer story that made you realize your product really matters?

One story that really stuck with me was from an operations manager at a multinational manufacturing company. He had strong technical skills but always struggled to express ideas clearly in meetings with European partners. He told me that after just a few weeks using Refine’s 6-minute lessons especially the ones focused on tone, structure, and cultural fit, he finally felt confident speaking up in cross-border strategy calls.

The turning point was when he handled a tough negotiation on delivery delays with a German supplier. Instead of freezing up or over-explaining, he stayed calm, structured his points logically, and even adapted his tone to match the cultural expectations. The supplier actually complimented him afterward. That was the moment I realized this product goes beyond language or training; it gives people the tools to lead, to be heard, and to thrive in real business environments. It changes how people show up professionally.

What’s the weirdest or most unexpected thing you’ve learned from competing in the Founder Games?

The most unexpected thing I learned during the Founder Games was that being the best product doesn’t matter if you can’t explain it in one breath. I came in thinking our methodology, research, and tech would speak for themselves, but what actually moves the needle in those moments is clarity, emotion, and confidence.

Ironically, I had to apply the very thing we teach at Refine: how to communicate under pressure, with logic and precision, in less than 60 seconds. It forced me to simplify, to focus on the transformation we deliver, not the features. And that mindset shift changed everything.

Can you share a memorable moment from the Founder Games that changed how you think about your startup or team?

The first challenge. The corporate challenge was an absolutely amazing experience.

Can’t lie, so I cannot wait for the audience to see this one.

The tension. The pitches. The chaos. It's a chef’s kiss.

Let’s just say… things got real, fast.

What advice would you give to other founders watching the show about thriving under pressure?

If you're a founder watching this and you want to thrive under pressure, here’s my advice: treat every high-stakes moment like a rehearsal for your future self. Pressure isn’t the enemy - confusion is. When you’re clear on what you’re solving, who you’re solving it for, and why it matters, pressure becomes fuel.

Don’t try to impress. Try to connect. Speak with structure, pause with intention, and make your message impossible to ignore. And if your voice shakes a little? Good. That means it matters.

If you had unlimited funding tomorrow, what’s the first bold move you’d make?

If I had unlimited funding tomorrow, the first bold move I’d make would be to scale Refine globally by launching localized AI training protocols for every major industry, starting with underrepresented markets like Southeast Asia, Eastern Europe, and Latin America and provide to EVERYONE, not just corporate training, but WHOLE WORLD TRAINING.

What’s one crazy, ambitious goal for your startup that you haven’t told anyone yet?

Chip in your brain where you can immediately apply skills, no matter what it is, while you are in a certain situation and that chip immediately teaches you whatever skill might be, whether it is corporate business, or children in school.

How do you want your startup to impact the world beyond just making money?

I want Refine to be the reason someone speaks up in a meeting for the first time and gets heard. I want it to help people feel confident expressing themselves, no matter their native language, their job title, or where they come from. Beyond making money, my goal is to democratize professional communication to give anyone, anywhere, the tools to lead, negotiate, and collaborate across cultures and industries. If we can make someone feel capable in high-stakes moments they used to avoid, we’re not just improving skills—we’re changing careers, mindsets, and lives.

If your startup was a movie/TV show or video game, what genre would it be and why?

Drama, cause of ups and downs, I guess. TV Show: Super Pumped.

Which famous entrepreneur or public figure would you want to grab coffee with and what would you ask?

Jensen Huang, CEO of Nvidia, just talk about semiconductors and Taiwanese Culture.

If you could have one superpower to help you with your startup, what would it be?

Multiply myself!

What’s the brutal truth about your startup journey no one warns you about?

A lot of ups and downs, even though you hear it all the time, they don't actually feel the way people feel. They really hurt.

If you could send a 1-minute voicemail to your past self before starting this startup, what would you say?

Keep pushing, you are going to get there, or you "GOT" there, you just don't know it yet.

BONUS 🔗

Follow Refine’s journey here and huge thanks to Alex for sharing their journey.

Want more behind-the-scenes founder stories?

Stay tuned for the next Bonus Stage 🔓

Until then, enjoy the official trailer for the new season 🍿