Eighteen broken processes. Six companies. The same loop.

The C-suite needed a credible forecast — not a story. Drivers, riders, revenue, cohort retention.

We did. Built a monthly C-suite forecast scorecard bottom-up from cohort retention, revenue, and rider/driver metrics. Outcome. The C-suite got a credible monthly number for the first time — built bottom-up from the data, not from optimism. Plannable.

The engineering function had to absorb growth without breaking, across five countries with different unit economics.

We did. Hired, structured the team for multi-country operations; defined what Head of Engineering meant in a startup-to-platform transition. Outcome. 1M+ monthly rides — sustained, consumer-grade volume across the region.

Maintaining 99.9% uptime at consumer-mobility scale across a multi-country, multi-stack, multi-stake environment.

We did. A hundred decisions about caching, queues, observability, and pager rotations — done correctly the first time. Outcome. 99.9% uptime sustained across the region; architectural decisions still load-bearing.

Same product, five different unit economics, five different regulatory contexts — motion was re-invented per market.

We did. Documented the revenue motion once, then re-ran it across geographies without re-inventing per market. Outcome. 5 countries onboarded without re-architecting per market.

Cloud and engineering costs were scaling faster than rides — typical of a platform that wasn't built to be operated.

We did. Re-architected the parts of the system that compounded the bill — observability, caching, queues, and the steps that should run on managed infra versus our own. Pointed the metrics at the invoice, not just the latency. Outcome. −45% development cost · −60% cloud spend. Sustained, not a one-off.

Burn was high; the revenue motion was selling on feature parity instead of buyer value.

We did. Rebuilt the Discovery question bank around the buyer's actual procurement context — cost of waiting, cost of the wrong vendor, renewal dynamics. Stopped pitching features. Outcome. 3× average deal size · −40% sales cycle.

The team structure didn't match the runway left. The burn was eating the runway.

We did. Surgical restructure in fifteen days — kept the people who ship, removed the structure that doesn't. Outcome. Burn cut in 15 days. 39 → 24 people. Cuts were surgical, not across-the-board.

New reps took too long to ramp; managers were inconsistent on playbook execution.

We did. Shipped a documented AI product surface (Axon) paired with the SPARC methodology and Claude in the loop. The team learned a new build cadence. Outcome. Axon shipped; team certified on the new motion; same headcount shipping more than before.

The revenue motion wasn't consistent across markets — LATAM teams varied on discovery and the close sequence.

We did. Certified managers across EMEA and LATAM on the same playbook, in two regulatory and cultural contexts. Outcome. 14-person revenue rollout. Manager certification installed. The team can re-run the playbook without us.

New reps took too long to ramp; managers were inconsistent across EMEA and LATAM.

We did. Created a documented onboarding loop tied to real Plays — the buyer-side motion — not slides or war stories. Outcome. Ramp time halved.

Sales conversations were anchored on what the platform could do, not on what the buyer was buying.

We did. Re-anchored conversations on the buyer's procurement context — cost of waiting, cost of the wrong vendor, renewal-cycle dynamics with and without us. Outcome. 2× quota attainment in the cycle. Buyer-side Plays installed across the floor.

The renewal floor was at risk — management discipline was inconsistent between EMEA and LATAM.

We did. Certified managers across two regions on the same playbook; installed a weekly Renewals Sync discipline. Outcome. 0 renewals lost in the period. Floor first, new logo second.

Multi-site, multi-country industrial-services operations required sustained system architecture and near-zero downtime.

We did. Built a Rails + DigitalOcean foundation in 2016; maintained for ten years with near-zero drama. Outcome. 10-year active relationship. Two countries. Decisions from 2016 still load-bearing in 2026.

A long-term customer relationship at risk from over-engagement or architecture drift.

We did. Stayed deliberately near-passive — the relationship is what we protect, not the hours. Outcome. ~8 h/mo current touch. Earned the right to debut Nexus, our AI seller, on the most trusted ground we have.

Independent Colombian lawyers ran their entire practice on email, Word, and spreadsheets; corporate legal suites are over-priced and over-engineered for them.

We did. Shipped a working case-management + time-tracking + AI-research product before the pricing question — Rails + iOS + Android + Word add-in, built with Claude in the loop. Outcome. 16+ firms registered on the free tier. Eight lawyers at AGM Abogados running an active PoC since May 2026.

The product pricing was undervalued; there was no market signal for what firms would actually pay.

We did. Asked the cost-of-waiting question instead of feature-request questions. Firms named the monthly figure themselves. Outcome. 10× pricing validated. The original plan was undervaluing the product by an order of magnitude.

Most generative-design tools optimise for speed and ignore whether the output will actually perform; marketers end up with more drafts and the same guessing game.

We did. Built the virality-scoring engine (TRIBE v2 — LLaMA 3.2-3B + fMRI brain encoding) before the UI. The scoring engine is the moat — defensible, brain-encoded. Outcome. 0–100 virality score on every draft. Three design directions per brief — reel, carousel, static, email, banner. Nine drafts/day on the Pro tier.

Risk that AI-generated output isn't actually useful for brand marketing — speed without signal.

We did. Dogfooded the product against our own brand (Lumina Fragancias) before selling externally — if Amplifica can't grow Lumina, it can't grow paying clients. Outcome. Live at amplifica.studio. Paying tiers (Solo, Pro); monthly cancel-anytime. Video generation in private beta.