Adeyemi Ajao built and sold multiple category-defining companies including Tuenti (Spain's dominant social network sold to Telefónica for around €75m), Identified (acquired by Workday), and helped start Cabify, giving him rare experience as a founder who directly competed with and beat Facebook in a local market before exiting. At Base10 Partners, he focuses on process automation companies that rebuild heavy offline workflows into simpler products for frontline workers, and he spends time in the field with customers to understand real problems firsthand rather than relying purely on financial pattern-matching.