Hiring as a startup founder is already hard.
But if you are not technical, have no coding background, no product dev experience, not even sure how to evaluate a UI vs UX designer, it can feel like an expensive guessing game.
We have seen it over and over again:
Founders build brilliant ideas but end up stuck, frustrated, or cash-burned because they hired the wrong people too early, too fast, or too blindly.
This guide will break down the best hiring tips for non-technical founders, from avoiding costly mistakes to making smarter, leaner hires for your tech or non-tech team.
Here is what every non-technical founder should know before making their next hire:
1. You Do Not Need to “Understand Code”, You Need to Understand the Role
You are not expected to write code or know the difference between Node.js and Python. But if you are hiring a developer and cannot articulate what you want built, you are in trouble.
The problem?
Many non-technical startup founders default to vague job descriptions like “we need a developer who can build our MVP” without thinking through what skills, tools, or experience level is actually needed.
Quick fix:
Break down your product or growth goals.
Do you need a landing page? A full-stack web app? Are you optimizing conversion or starting from scratch?
Once you are clear on this, the role you need becomes easier to define, even if you are not technical.
2. Do Not Just Hire for Skills, Hire for Execution
Here is one of the biggest mistakes non-technical founders make when hiring:
They focus only on hard skills and forget to assess actual execution. A designer may have a stunning portfolio, but can they meet deadlines? A developer might ace a test but ghost you in week two.
What you should check instead:
- Have they worked with early-stage startups before?
- Can they handle unclear or changing situations?
- Do they communicate clearly?
- Are they proactive or do they wait to be told what to do?
Founders who ignore this end up spending more time managing people than building products.
3. Do Not Hire Just Because You Are Busy
Many founders make their first hires out of desperation. You feel overwhelmed, and the quickest solution seems to be throwing a new hire at the problem.
But when you do not know what you are hiring for (or worse, you copy-paste a job description from a random job board), the person you bring on board may end up adding more confusion than clarity.
Instead:
Map out what a successful outcome looks like.
Define a clear 30-60-90 day path. Only then should you hire.
You do not need a large team; you need the right people for the stage you are in.
4. What Non-Technical Roles Should You Hire First?
You might think your first hire must be a developer or designer, and sometimes, that is true. But depending on your startup model, hiring non-technical roles early could make more sense.
Here are high-impact non-technical startup roles to consider first:
- Growth or digital marketer – to validate your market before building
- Operations manager – to help with logistics and day-to-day processes
- Customer support or community manager – to build trust with early users
- Sales rep or B2B closer – if you already have a working MVP or service
- Project manager – especially if you are working with external tech teams
What you need is momentum, not just a flashy team.
5. Struggling to Vet Talent? Use Context, Not Just Credentials
You are not technical, so how do you know if a candidate is legit? Simple, do not rely solely on CVs or test scores. Look at the relevant context.
Ask questions like:
- Have they worked on products like yours?
- What kind of teams or founders have they worked with?
- Can they walk you through how they solved a real-life problem?
And if you are unsure how to assess someone technically, bring in a vetted hiring partner who understands your product vision and can screen talent beyond surface-level qualifications.
6. Understand the Talent Market You Are Hiring From
Before you start interviewing candidates, take time to understand the environment you are hiring from — because a “great hire” in one location might not fit your team in another.
Here is how to approach it:
If you are hiring in Nigeria (or across Africa):
- Look beyond CVs. Many talented Nigerian developers are self-taught. Do not reject candidates just because their educational background looks non-traditional.
- Use skill-based assessments. Ask them to complete short technical tasks or project-based tests that show real-world thinking.
- Prioritize communication. Great talent still needs to communicate clearly; check for response time, clarity, and how well they explain their work.
If you are hiring across Africa remotely:
- Vet for timezone fit. Make sure they are available during your working hours, or that your workflow allows for async delivery.
- Ask about past remote experience. Talents who have worked in remote or hybrid setups often adapt faster.
- Use trial projects. Start with a 1–2 week project to test alignment before making a long-term commitment.
If you are hiring globally:
- Balance skills with project needs. A senior developer in the US may be impressive, but is that what your product actually needs right now?
- Have clear systems for collaboration. Tools like Notion, Slack, Trello, or GitHub are non-negotiable if your team is scattered.
- Be ready for cultural differences. From work styles to how feedback is given, set expectations upfront and create space for trust to grow.
If you follow this structure, you are not just hiring for skills; you are hiring for fit, reliability, and long-term value.
7. Stop Relying on Big Job Boards, They Are Not Built for You
Generic platforms like Indeed or LinkedIn might get you numbers, but not quality, especially when hiring in Africa.
You will either:
- Get flooded with irrelevant applicants
- Attract unqualified talent with impressive buzzwords
- Waste time filtering people who do not understand startups
If you are a lean team, time is your real currency.
At Betternship, we help non-technical founders cut through the irrelevance.
Instead of gambling on job boards, we match you with pre-vetted tech and non-tech talent, from product designers to sales reps, aligned with your product/service, culture, and stage.
Conclusion: Hiring Tips for Non-Technical Founders
Founders often ask:
“When should I hire my first product manager?”
“Can I build a remote team without being technical?”
“How do I trust someone with my idea?”
The truth is, you do not need to know everything. You just need to:
- Be clear on your current need
- Hire based on outcome, not titles
- Use a partner that understands the startup terrain
And if you are serious about getting hiring right, from your first role to your growing team, do not wing it.
Let us help you make the kind of hires that get the job done.
Need to hire but not sure where to start?
Book a free 15-minute consult with Betternship
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