The Business-IT Connection

One of the nicer things about being a CTO of a growing startup is being able to experience firsthand all the things the software engineering literature you read all the years talk about.

Hello Heart started as a B2C company. In our early days we built a product – blood pressure tracking apps, and sold these apps to our users. As we grew, we became a B2B2C company  – we started selling our apps to employers who were looking for health benefits for their employees.

With this change, we had to shift our thinking in so many ways. Suddenly, marketing and sales became completely different, as did business development. Along with these changes, the new features we had to implement changed. We were required to implement more and more features that weren’t about the individual experience, but about the employees’ relationship with their employer. Are these employees eligible for Hello Heart? To which employer do they belong? Integrations with other benefit programs. That kind of stuff.

The most interesting thing for me was the way our thinking about the product changed as we started growing. Our “product” is no longer an appliccation that we sell. It’s a service. Complete with enrollment program and dashboards and operations and all the magic that goes into Hello Heart (did I write that? Yes, I did). Our software had to change as well in order to accommodate that. We started writing code to manage clients and enrollments and shipping centers. 

Recognizing this change in the way we need to think took us a while and it has been fascinating to watch. For me, the key was noticing that we do a lot of things in a really hard way, and thinking – hey! Shouldn’t we have software to do that for us? It’s ok to do things in stupid and hard ways when you are a small startup and can’t afford to build all the software you need and just trying to figure out if your busines works. But when you find out it works and start operating as a business, this approach leaves you with a gap between what your business needs and what your technology provides, and your next challenge is to align the two. 

We are have been doing that for a while now and it is exciting and fun. I feel like I live in a fairy tale case study from a software engineering book.


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