Outcome
$2M
Seed round raised post-launch
Markets
2
North America + Europe
Sector
HealthTech
SaaS Procurement
Model Used
Full Studio
PM + Engineering + AI
01 — The Challenge
Manual procurement in a market that can't afford slowness
MedReddie needed to transform a deeply manual, relationship-driven procurement process into a scalable SaaS platform — without losing the nuance that makes medical sales work. The challenge wasn't just technical. It was ensuring the bridge between the business logic of medical sales and the technical execution stayed intact as the product scaled rapidly.
Most teams at this stage break here: they build the features without understanding the workflow. The result is technically functional software that nobody actually uses because it doesn't map to how procurement teams operate in the field.
02 — The Solution
Engineering-led oversight from architecture to AI
Architectural Integrity
Managed a high-performance engineering hub to build a robust, scalable infrastructure capable of handling sensitive procurement data. Architecture decisions were made with the $2M raise and rapid scaling in mind from sprint one — not retrofitted later.
Quality Arbitrage on AI Implementation
Leveraged elite technical talent to implement AI features that significantly reduced time-to-market for healthcare vendors. The AI layer was designed to augment procurement workflows, not complicate them — always with the end user's day-to-day in mind.
03 — The Outcome
Results
Compliance
FDA
+ Health Canada approved
Patients
1,000+
Active across clinics
Sector
MedTech
Remote Patient Monitoring
Model Used
Full Studio
Security-First Engineering
01 — The Challenge
Zero margin for error in a HIPAA-regulated, real-time system
Inkwell's Smart Tattoo wearable captures continuous biometric data from patients — temperature, inflammation markers, recovery indicators — and needs to transmit that data to clinical dashboards in real time. In a consumer app, a latency spike is annoying. In a clinical monitoring system, it's a liability.
The backend needed to be built for failure resistance from the ground up. HIPAA compliance wasn't a checklist to tick at the end — it had to be an architectural constraint from the first line of code. Security wasn't an afterthought. It was the foundation.
02 — The Solution
The Human Firewall — security embedded, not bolted on
Security-First Engineering
Integrated proactive security protocols into the development cycle itself — not as a final audit, but as a continuous constraint. The platform was hardened against vulnerabilities before any patient data ever touched it. Penetration testing ran in parallel with feature development.
Hardware-to-Dashboard Architecture
Acted as the architectural lead bridging patient-side wearable data and provider-side clinical dashboards. Designed the data pipeline to handle real-time ingestion from multiple sensor types, with failover logic to ensure data integrity even under poor connectivity conditions.
03 — The Outcome
Results
Properties
100+
Buildings onboarded at launch
Users
Landlords
+ Tenants, non-technical
Sector
PropTech
SMB Asset Management
Model Used
Full Studio
Lean / Why Before How
01 — The Challenge
Digitizing workflows that non-technical people still have to actually use
Property management is full of small landlords running 5–30 units on spreadsheets and WhatsApp. The tools that exist are either too expensive, too complex, or designed for enterprise property managers — not for someone who owns a few buildings and fixes things themselves on weekends.
The challenge with DoorWay wasn't technical complexity — it was the opposite. Simplicity is harder to build than complexity. Every feature we considered had to pass a single test: will a 55-year-old landlord who doesn't own a laptop use this? If not, we cut it.
02 — The Solution
Why Before How — strip complexity before writing a line of code
Lean Development — Why Before How
Stripped away unnecessary technical complexity before a single line was written. The product roadmap was built around core operational features that drove immediate daily value for property managers — not feature completeness for its own sake. Every sprint started with "why does this matter to the landlord?"
Data Architecture for Reliability
Architected a clean relational database structure to manage the complex relationships between assets, tenants, maintenance records, and financial ledgers. Property management data is inherently messy — the architecture was designed to impose order on that messiness, not just store it.
03 — The Outcome
Results
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