Online companies are enabled, centered and bound by its technology foundation. Commercial success is heavenly dependent on the extent technology can keep up with the continuous advancing product and market dynamics.

Enter the START to SCALE-up dilemma

From START-UP excitement ...

Let's face IT. The majority of the established online companies are dealing with the same technology challenges and dilemmas. They operate an increasing complex platform driven by increasing urgencies for customer-facing features. For the right entrepreneurial reasons, this has become their primary IT focus. Keeping up with the essential business development from start-up, break-even to the glorious scale-up phase. It all paid off well.

The business seems to be ready to fly off to new heights. New investors and stakeholders are lining up to participate in this next-level journey. New management and talent are attracted to join the ride with many new product ideas to add to the booming IT roadmap. New ambitions are set to reach market dominance with winner-takes-it-all bravery.


Everybody seems to be excited....

... to SCALE-UP frustrations

Behind the scenes, the only department that is less excited is Technology. For the last years, they have been under increasing pressure and frustrations to deliver as they did so excitedly during the start-up phase. The lead technical developer of the early days, who has been promoted to CTO, is increasingly under the scrutiny. The rapid growing IT teams spend more and more time on maintaining the complex inflexible technology rather than delivering crucial new product features on time. Increasing backlogs reveal that the whole machinery has become less agile, less cost-effective and surely less exciting to work on.


Enter the infamous START to SCALE-UP dilemma. The technology platform that was sufficient to kick-off your business initially has become increasingly problematic to serve the next-level business objectives. Problems that drill down to the core fundamentals of the underlying technology platform.

Breaking through the start to scale-up dilemma requires
 a new kind of technology leadership.

Our approach

What needs to happen is to bring back the same speed, agility, cost-effectiveness, and excitement like in the start-up days.

This can only be done by reshaping the ever growing platform into new smaller pieces to allow for new start-up like dynamics. Facing the start to scale-up dilemma essentially implies growing bigger by organising smaller.


As it sounds simple, it is a complex transformation as re-engineering the core platform may never compromise the running money-making platform in uptime and integrity.

The running operations of the platform need to be protected and risk-controlled at all time and costs. This causes many dilemmas between operational stability and the strategic need-for-speed to rebuild and modernise the platform to meet new business demands.

Breaking through the start to scale-up dilemma requires a different kind of technology leadership to cut through all the complexities and interdependencies from business strategy to operational running technologies.

Our solution

Our integral solution challenges and addresses the technology architecture, organisation, processes and culture all together. Enabling new output-driven productivities in co-development over multiple locaties and cloud-driven scalabilities in running operations.

Nowadays enabling local co-development on a one-central platform is crucial to compete on an international e-commerce stage. Our approach addresses the core of the technology center from architecture to organisational breakdown to new way of working by self-managed remote team.

Decoupling and scaling up the initial start-up technology landscape into autonomous services and teams will provide essential autonomy and ownership to regain start-up speed in development, agility and cost-effectiveness.


It will set the pathway for new scale-up levels were lead-time to market of new development and resilient operations can thrive again, serviced by world-wide engineering talent regardless of location or coding technologies. It is time to RE:innovate.

We help online scale-ups regaining start-up speed in development, agility and cost-effectiveness.

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