Why We Chose Florida as Our Gateway to the U.S. (and What It Means for Your Business)
Behind the name Bjäland is a story about preparation and calculated risk. Here's why Florida is where we chose to start, and what it means for you.
The name Bjäland comes from Olav Bjaaland, the Norwegian skier who was part of Roald Amundsen’s team on the expedition that reached the South Pole first. Amundsen didn’t win that race by being the fastest — he won it because he prepared every detail with almost obsessive discipline: cut the gear down to the essentials, calculated every risk before taking it, and planned the trip around both getting there and making it back. His rival in that race, Robert Scott, reached the Pole weeks later — and didn’t make it back alive.
That’s the idea we borrowed for how we work: it’s not about moving fast and figuring it out along the way. It’s about preparing well, taking the right risk, and making sure you complete the whole trip — not just arriving, but making the outcome hold.
Why Florida, specifically
We didn’t pick Florida at random. It’s one of the largest and fastest-growing Hispanic business markets in the U.S., with a community that understands exactly the kind of work we do because many of those businesses grew from nothing themselves, the way ours did. And it’s a place where we can actually show up — meeting in person, getting close to the business, instead of managing everything remotely from across the country or the world.
Just as Amundsen didn’t improvise his route to the Pole, we’re not improvising our entry into this market. We’d rather come in right, with a handful of projects and real attention on each one, than come in fast and big without being able to sustain it.
What this means for you, if you’re reading this now
It means we’re at a point where every project we take on in Florida gets a level of attention that won’t always be possible to sustain once volume grows. This isn’t a promotion or a limited-time offer — it’s just the reality of starting well, at a steady pace, somewhere new.
Behind juliobuilds is Bjäland Technologies, with real projects built for clients across different industries. What we’re doing here in Florida is the same way of working, just closer to you.
Tell us about your case
If you have a business challenge you think technology could solve, tell us about it and we’ll see if it’s a fit — no commitment, no sales pressure.
Written by the juliobuilds team.
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