• Ambitious D2C brands: Producing and selling your own products • Multichannel heroes: Selling simultaneously across Shopify, Amazon, Bol.com etc. • Modern B2B wholesale: Managing custom pricing, bulk orders, and B2B/B2C from one warehouse • Graduating from workarounds: Excel, Google Sheets, and simple tools are breaking • Scaling the team: You are moving from founders packing boxes to hiring first staff • Complexity tipping points: Order volume is growing from 50 to 500+ orders a day Growth stage • Inventory traps: Overselling items across platforms (Stockouts & platform penalties) • Warehouse chaos: High error rates in pick & pack, slow manual label printing • “Gut feeling” sourcing: Purchasing based on "gut feeling" rather than live, multi-channel data The triggers Business model