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Peter Cederholm,  e-mail: [email protected], http://www.cederholm.net


CURRICULUM VITAE as of jan 2002 - email me at [email protected] for newer version


Name Peter Cederholm

Year of birth 1970


Rhetoric 11-20p + Argumentation & Debate 5p ongoing. 10 p evening course in Rhetoric, Södertörn University College 2001. M. Sc. Business administration and Economics and Management ("Civilekonom"), Lund University, 1992-1996. Thesis about Balanced Scorecard.

Certificat Praqtique de Francais Commercial et Economique de la Chambre de Commerce et d’Industrie de Paris, 1993, C.A.R.E.L, Royan, France.

Various courses (Programming, Mathematics, Physics etc) at Lund Institute of Technology, 1990-1992.

High School USA – Texas & Chicago (studies, played American Football (my team went to state q.finals) + played major role in school-musical West Side Story), 1988-1989

Languages Swedish (native), English (native), French (good)

Present position none (time-out since January 2002)

Office Stockholm, Sweden




  • Leadership & Personal Development (favorites: Stephen R Covey, Anthony Robbins & Peter Drucker)
  • QiGong (ancient Chinese health exercise, lived 1 month in China w Chinese QiGong-master) + aerobic exercise for the day to day feeling good and to have lots of energy (see www.mediqiakademien.se)
  • Spending time having fun with friends & family
  • Traveling and enjoying life
  • Politics
  • Mottos: "Be one of the few who do vs. the many who talk.", "CANI! – Constant And Never-ending Improvement!", "Don't wish it was easier; wish you were better" & "Live with PASSION!"
  • See my personal web page: www.cederholm.net


Assignment presentation - a selection:

Location Partners (founder & CEO, Head of Sales Sep-Oct, Business Development Nov-Dec 2001)

  • Using SEK 1,2m, personal vision and a team built for other things (worked from different cities/countries, constructed for rapid global expansion and having much more funding; SEK 20m+), created a new residential property relocation service for the corporate market in less than ½ year that by Aug 2001 had:
  • Signed partnerships with Microsoft AB, Pricewaterhouse Coopers Sweden, Telia and others.
  • placed 45 properties to the partners above + Ericsson, Framfab, GE Capital, Reuters and others, resulting in revenues of ca SEK 400.000 thus far.
  • After having exceeded the Vision using a team built for other things (see above), conducted a management review (getting rid of all the employees that did not fit the strategy / financial environment), reduced the burn-rate to a minimum, raised the additional SEK 500k deemed needed so as to be able to recruit new more suitable employees, aiming to take the company to profitability year 2001.
  • I was consulted by CONNECT Sweden as an entrepreneur offering advice at several Springboard events.


Lazybee.com (co-founder & CEO)

  • Using SEK 3m (raised from friends and family), personal vision and a team of founders created and established one of Sweden’s biggest real estate portals (which is also the most advanced) from idea to finish in less than one year:
  • Lazybee.com had ca 42.000 registered members and 17.000 property ads by August 2001
  • Partnership with leading real estate agencies (Mäklarringen - Sweden’s 3d biggest, Sparbanken Finn, Minitelorama – France 2nd biggest real estate listing service, and others)
  • 35 major media exposures by Aug 2001 (newspaper articles etc), recommended on major portals (including Spray/Lycos, Aftonbladet and others)
  • Now that critical mass has been achieved, will start to charge for its services; activating several automated revenue streams


Coopers & Lybrand Management Consulting AB / Öhrlings Coopers & Lybrand AB

Wrote an article about Internet and its impact in Balans (the magazine for Swedens auditors;FAR – "Föreningen Auktoriserade Revisorer", see appendix)

Big Swedish Bank
Rethinking their Intranet to gain increased business focus. Also constructed a prototype.

Swedish leader in the bakery goods business

Project leader, construction and implementation of Balanced Scorecard.

Major Swedish steel company

Key-note speaker at a Balanced Scorecard seminar for their 50 worldwide controllers.

Big global pharmaceutical company

Project leader SAP R/3 FI workflow implementation throughout Sweden.

Big global pharmaceutical company

SAP R/3 Workflow including scanning and digital invoice processing: constructed and implemented routines.

Listed real-estate company specializing in shopping-malls

Project leader transforming the company mission to the Internet including implementation of their web-site.

Real Estate company (Sweden's biggest owner of residential property)

Project planner, -administrator and educator: construction and implementation of Balanced Scorecard.

Major former bank owned real-estate company

Constructed benchmarks for a benchmarking study between the company's different regional offices.

Öhrlings Coopers & Lybrand AB

Responsible & initiator for Öhrlings being the first of big six in Sweden with a web site (that when other big six firms had sites was voted best by Finanstidningen) and their interactive advice-service [email protected]

Various organizations & seminar companies including IIR and Euroforum

Balanced Scorecard seminars.

Thorough analysis of the Swedish real-estate market

Analyzed annual reports 1995 for all listed real-estate companies: mission, strategy and a wide selection key ratios.

Various real-estate companies

Different corporate finance related assignments such as decision supporting analysis, profitability analysis etc.

Skandinaviska Enskilda Banken, New York USA

Application development

Built an application in Microsoft Access automating the monthly reporting of P&L /BS to the Stockholm head office.

Young Conservatives, Lund Sweden (where I was President)

EU seminar & debate

Initiated and organized a 2-day EU seminar involving top-politicians such as Ulf Dinkelspiel, Anders Wijkman, Anders Carlberg etc. In charge of about 20 people.



Professional experience

Oct 2001 – Dec 2001 Location Partners AB

founder & Business Development

Sep 2001 – Oct 2001 Location Partners AB

founder & Head of Sales

Jan 2001 – Sep 2001 Location Partners AB

founder & CEO (as well as CEO for Lazybee.com, which is fully owned by Location Partners, and used in the business as a retail portal)

2000 – 2001 Lazybee.com (Simplify AB)

co-founder & CEO (the company actually started in 1999, we had our first customer Jan 2000)

1997- march 2000 Coopers & Lybrand Management Consulting AB (Pricewaterhouse Coopers), Stockholm Sweden

Management consultant, focus on IT/Internet plus Balanced Scorecard. See above for assignment presentation

    1. Öhrlings Coopers & Lybrand Corporate Finance/Real Estate, Stockholm Sweden

Consultant + webmaster for the whole company

    1. Malmö Nation Fraternity, Lund University, Sweden


    1. Skandinaviska Enskilda Banken, New York, USA

Trainee at Enskilda Securities, Trading Capital Markets, Corporate Finance and Systems. 9 weeks at the bank in NY, then telecommuted from Sweden during the rest of the period parallel to my studies in Lund


1994-1996 Young Conservatives ("Moderata Studenter"), Lund University, Sweden


  1. EU Facts, Lund, Sweden

Telemarketing in the evenings, informing the public about the EU, promoting a yes in the Swedish referendum. 1,5 months

  1. Skandia, Lund, Sweden

selling insurance over the phone, 5 months in the evenings

1987, 1990 & 1992 Skanska, Malmö and Stockholm

Programming C and Fortran, summer intern

    1. Victor Data Söder/Vic Center (computer store), Stockholm, Sweden

Sales and customer support, 9 h/week after school + weekends and holidays






Webmaster, Internet responsible Malmö Nation ("Webmaster och Internet ansvarig Malmö Nation")


President Young Conservatives Lund ("Ordförande Moderata Studenter i Lund")


Student’s representative, Board of directors, Faculty of Economics, the Lund School of Economics and Management ("Elevrepresentant i Nationalekonomiska Institutionens Styrelse vid Ekonomihögskolan vid Lunds Universitet").


Malmö Nation´s Choir ("Sjungit i Malmö Nations Kör, vilken uppträder vid Nationens mest traditionstyngda tillställningar")


Treasurer Young Conservatives Lund ("Kassör Moderata Studenter i Lund")


Initialized, organized and executed a two day EU debate. The project involved organizing cooperation of big student organizations. ("Organiserade en två dagars EU debatt med huvudpersonerna Ulf Dinkelspiel, Anders Wijkman, Anders Carlberg, Rektor Boel Flodgren, Jonas Sjöstedt mfl. I projektet låg också att styra studentföreningarna EFSIL och FLIEs medverkan.")


Active Malmö Nation’s cultural society ("Engagerad i NATU, Malmö Nations kultur utskott")


Codirected and played leading role in a farce at Lund University ("Sam-regisserade och spelade en huvudroll i Ekonomspexet Kung Salomos Skatt")


President of Teknis Golfers’ Association at Lund Institute of Technology ("Ordförande i TGA (främjar kontakten mellan golfande studenter och näringslivsrepresentanter genom gemensamma golftävlingar) vid Lunds Tekniska Högskola")


Performed in the annual Singer’s Fight at Lund Institute of Technology ("Uppträdde i Sångarstriden för Datatekniksektionen, Lunds Tekniska Högskola")


Wrote, organized and played lead in a farce at Lund Institute of Technology ("Skrev, organiserade och spelade huvudrollen i Nollerevyn, Datatekniksektionen, Lunds Tekniska Högskola")


APPENDIX: Article I wrote in Balans (8-9/1998, the Swedish Auditors (FAR – “Föreningen Auktoriserade Revisorer”) magazine ) read it here

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