Not Another Strategy

Strategi 2021-2023

Det er en medfødt del af vores DNA, at Abtion skal være så transparent som et velpudset vindue. Derfor lægger vi alt frem — også vores masterplan for, hvordan vi overhaler vores konkurrenter indenom og vækster virksomheden de næste tre år. Læs den her.
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If you don’t know where you are going, any road will get you there.

Lewis Carroll

Author of Alice's Adventures in Wonderland

There are three basic elements of a strategy statement: the objective, the scope and the competitive advantage.

01

Objective

The Objective defines the ends that our strategy is designed to achieve.

02

Scope

The Scope is the domain of our business—the part of the business landscape in which we will operate.

03

Competitive advantage

There are three basic elements of a strategy statement: the objective, the scope and the competitive advantage.

Objective

The Objective defines the ends that our strategy is designed to achieve.

The objective of our strategy is to grow our business to a size of 70 people in 2023.

The essential thing to notice here is that the next three years will be about growth. The Objective of a strategy can either be growth or profitability—it can’t be both.

That means that we will invest in scaling and growing our business rather than trimming and reducing costs to increase our profitability.

When we have chosen to focus on growth, it's because we know that our size is central to how our market (large-scale organizations) experience us from the outside. Simply put, the bigger we are, the higher credibility we have, and the greater the likelihood that we will be entrusted with a job (of the kind we like the most).

Scope

The Scope is the domain of our business—the part of the business landscape in which we will operate.

We help large-scale organizations in Denmark execute digital transformation. The product of our work is custom build web apps written in Ruby or C#.

The Scope is vital because it helps us focus and steer clear of clients and projects that don't provide a clear path towards our Objective. You could say that the most important part about the Scope is all the stuff that it doesn't mention.

E.g., It says large-scale organizations, NOT startups, small companies, and public organizations.

It also says in Denmark, NOT in the US, Sweden, or any other country. It is easy to imagine an Abtion office in Stockholm or San Francisco, but we focus solely on Denmark in the next three years.

And finally, the Scope determines that we will focus on web apps written in Ruby or C#, NOT mobile apps, games, VR, AR, eCommerce, or flashy websites.

Competitive advantage

The competitive advantage is the essence of our strategy. It determines what we will do differently or better than our competition to achieve our Objective.

We set the standard for sustainable practices in executing digital transformation.

Our competitive advantage is made up of a lot of different parts. The following 12 parts is the most vital:

  1. We navigate highly complex and abstract business issues, and our understanding of technology enables us to solve even the most complicated problems. It is not an issue for us to handle large amounts of data and integrate with legacy systems.

  2. The quality and robustness of our code is far above the industry standard. Our products are built to last and are easy to maintain, change, and extend. We practice test-driven development and >99.9% of our code is covered by tests.

  3. We invest heavily in optimizing our tools, and we iterate on our workflow to enable us to perform continuous integration faster than everyone else.

  4. We have integrated design with development to an extent where we can create products that are beautiful inside and out without any significant overhead in terms of speed and economy.

  5. We work in teams of minimum four people and write our code in pairs, which means that knowledge sharing is an integral part of our process, and ensures that our work follows best practices and that it is continuously quality assured.

  6. We cultivate t-shaped profiles, and we have a sizable overlap of competencies between professions. We are all trained communicators; everyone can talk to clients and facilitate workshops.

  7. We have a strong focus on personal and professional development; we all have an ambitious career development plan, and we are recognized in our industry for being the place with the best career opportunities.

  8. We actively train our clients to bring them up to a level of education where their understanding of our development practices enables a stronger and closer collaboration.

  9. We have a superlative culture that respects and values diverse perspectives. We promote diversity because diversity gives more perspectives, and more perspectives give better products.

  10. We have a healthy social environment, where we take an interest in each other and care for one another, ensuring that everybody is happy and in good mental shape.

  11. Our organization is flat, highly transparent, and designed to be super- efficient. We have no long chains of command and no bureaucracy to slow us down.

  12. We only work 30 hours a week to give ourselves the optimal conditions to be productive and produce work of the highest possible quality.