Starting a business is hard. Building a product is harder still. Doing both at the same time is one of the toughest challenges of your career. We know, because we've been where you are, we know how you feel, the challenges you face, and we want to help.

We want to offer an alternative to external funding: use endjin's Intellectual Property to bootstrap your product development.

A little bit about us.

Endjin was incorporated in 2010 by two founders wanting to create a sustainable long-term business with organic growth and no external investment. They started out with no plans for an "exit"; they simply wanted to create a profitable company that would enable them to employ great, like-minded people, and help organizations to work smarter. Along the way they figured out how to deliver extra value by turning ideas into reusable IP, architectural blueprints, and a number of products. Their longer term aim was to try and achieve the dream of "making money while you sleep" and annuity-based revenue streams.

7 years ago, we were in your shoes. Watch our story.

Learn about endjin's 7 year journey from start-up to Microsoft Gold Partner from one of its Founders and Director of Engineering. See how we used Microsoft's BizSpark programme to bootstrap our product development activities and grow our business.

Helping start-ups.

In 2011, endjin began working with PaySuite, a start-up funded by Employer Services Limited (who have since been acquired by Baker Tilly). Endjin helped re-architect PaySuite from a desktop-based MVP into an RTI capable Cloud-based payroll platform; the first to gain HMRC RTI accreditation. In 2014, PaySuite was acquired by Intuit and integrated into the QuickBooks Online ecosystem.

"When we needed a new payroll system built, we enlisted the best in the field. Endjin's work led to our exit to Intuit."

— Stuart Hall, CEO, PaySuite

With an interest in start-ups sparked, later that year endjin became involved with Microsoft Accelerator London and mentored two cohorts; the first included AppyParking, a smart city start-up focusing on delivering realtime parking data. The second was FitWell Inc, a health and fitness company developing a state of the art mobile platform to improve lives and help people achieve their health and fitness goals.

In 2016, Dan Hubert, Founder & CEO of AppyParking appeared on Dragons Den and turned down offers from two of the dragons!

Dan Hubert, from AppyParking on Dragons Den in 2016

"endjin helped us focus at a crucial stage. As a result, AppyParking is built on solid foundations to allow us to become a truly scalable smart city solution."

— Dan Hubert, Founder/CEO, AppyParking

The Founder's dilemma.

Creating a business and growing it is hard. Creating a product and successfully taking it to market is even harder. So little of creating a successful product is about the software. Yet far too often it's the starting point; too many founders don't understand that software is just the means to scale the proposition (and hopefully offer economies of scale that increase profit margins), which means they start their business with seed funding based debt, building a product with very little idea about who their customer base is, what problems the product solves, and how to monetize it.

This puts the seed funding at risk, and this money often comes from friends & family – people you don't want to let down. By starting as you mean to go on with a dependency on funding, rather than a profitable business model based mindset could account for the fact that the median level of founder ownership at exit is only 11%.

Prove your proposition.

We want to help founders to work smarter; if you're trying to prove a concept, use endjin's New Proposition Development process to focus your time on answering the questions that will allow you to use your limited resources in the most effective manner. The process is a proven approach for rapid, fail-fast innovation; rather than focusing on building working software, it's about proving you have solution to a problem that actual potential customer have. The process has 33 steps and the first point at which code should be written is step 29:

New Proposition Development Process

GitHub is full of repositories of great products, open sourced after the company failed because they couldn't find a market to create a viable business from. Don't be like them. Fail fast & pivot until your find success.

"Compared with our previous approach, we estimate the New Proposition Development process saved us over £500,000 in design & build costs for a go-to-market MVP."

— Mark Ridley, CIO,

Accelerate development.

If you've got a provenly credible proposition, but think you need seed-funding to build out core elements of your architecture or infrastructure for your MVP, why not talk to us about whether our Modern Data Platform, API Economy Blueprint, Identity as a Service API, Content Management Platform, or any of our Core Intellectual Property will accelerate your development, without the distraction and stress of trying to obtain seed-funding, or having to grow your development team to hit that milestone.

If you've raised funding to scale your start-up your proposition, talk to us about whether any of our products, solutions or intellectual property can help deliver the features, performance or scale that you need for your next stage of growth.

Key Benefits

  • Access to our Products source code
  • Access to our Architectural Blueprints
  • Access to our Core IP source code
  • New Proposition Development mentoring
  • Founder mentoring & coaching
  • Technical guidance & support

Interested? Apply Now.

Please fill out the following form and provide us with some information, so we can start the conversation.

Frequently Asked Questions

What's the first step? >
Let's talk! We'd love to hear about your plans and if there's any way we can help. If you want a no-obligation chat, the easiest way is to click the chat icon on the bottom right of the page. We'll be happy to give you any information you need. Otherwise you can fill out this form and provide us with some information so that we can start a conversation about your start-up.
What does a typical partnership look like? >
There are a number of different ways we could work together from a commercial perspective: you could license IP for a one-off fee, we could enter into a revenue sharing model, we could enter into a joint venture, or we could take equity in your venture. Each option has its merits depending on the maturity of your business and what your aspirations are. We have lots of proven IP that we'd love to see being used to help a start-up become successful (and not have to spend precious resources solving a problem we've already solved), rather that sitting in a source code repository, gathering dust - so we're open to discussing how you can benefit from our investments in technology.
What's in it for endjin? >
Lots! We have spent 7 years developing IP, solutions, and products, but we're a small company and there are only are only so many plates we can spin. We'd rather other organizations can take advantage of the work we've done instead of that code sitting unused and unloved in a source control repository. What do we want in return? Well, we'd like to share in any financial success you have by using our IP, and there are a multitude of ways in which that can happen. Let's start a conversation!
I want to know more, what do I do? >
Chat with us online, pick a time for us to give you a call, or drop us an email at Alternatively, fill out the following form and provide us with some information, so we can start the conversation.