Do you have a great software product and already have your first customers? Now is the product also to be scaled in the market and the first major customers to be served with it? Many companies and startups face these challenges. In order to give recommendations, I have created a framework, which I would like to present in the following. It serves as an impulse for your strategy development.

My idea to scale a software product through specialized squads

My idea is that you form a team to copy the product Scrum meaningful and well developed. It receives requirements and feedback from a technology board. The product is customized for customers by special teams.

example : Think of it like a laptop. You provide the laptop with basic settings and the special teams install certain software on the laptop depending on the user and use it to adapt the laptop.

The Technology Board

The Technology Board consists of the architects and the lead developers and negotiates with those responsible for the customer which functions are necessary. It is important that the product as a central platform can be adapted by the respective special teams, which I will explain in a moment. There is also a representative from each special team on the board.

Specialization in industry and DAX companies

Now you are forming a unit for special industries such as automotive, which adapts the product to the requirements of the industry and has industry know-how. Each branch has a department head and has various small squads (2-5 developers) with key account managers for each customer, who adapt these individually to the customer. Internally, the squads exchange industry know-how.

For DAX companies, I recommend directly specialized units that adapt the product directly. In my experience, DAX companies often have such special requirements that they cannot be compared with other customers or the industry.

Reading tip: Spotify model

Conclusion: the advantages

The advantages are obvious: The stable basic product provides you with a marketing component. Then adapt the product to specific challenges in the industries. This makes sales easier for you, as customers immediately notice: “This service provider understands my problems and speaks my language”. The more know-how you build up for each branch, the easier it will be. Furthermore, you rely on tailor-made solutions for DAX companies, which offer a lot of potential in terms of sales.

Credit: Business photo created by yanalya –

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I blog about the influence of digitalization on our working world. For this purpose, I provide content from science in a practical way and show helpful tips from my everyday professional life. I am an executive in an SME and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the Chair of IT Management.

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