Client Overview

doXteam, now part of the Synergi Group, is a software development company based in Macedonia. Known for building cloud-based solutions for enterprises like Nederman, Swiss Re, and IMP Digital, they’ve also launched several successful digital platforms over the years.

Recognizing the growing need to improve back-end development and DevOps workflows across client projects, the doXteam team began developing Microtica—a backend-as-a-service platform designed to cut delivery time by up to 90%. While the product was nearing completion, they needed a clear go-to-market strategy, product branding, and help validating product-market fit.

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The Challenge

The core challenge wasn’t building the technology—it was defining the right positioning, identifying the most promising user segment, and creating a cohesive launch strategy for Microtica’s entry into the market.

At the time, the Microtica team had developed much of the product, but still needed clarity on:

• Who exactly their first 1,000 users should be
  
  
• How to communicate the product’s value
  
  
• How to structure their go-to-market approach
  
  
• How to build a recognizable and trusted brand

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Our Approach

To help Microtica find its market footing, we structured the project as an intensive four-week co-creation sprint. The starting point was an existing product nearing technical completion—but without a clear understanding of who it was for or how to communicate its value. The doXteam team had assumptions, but the path to their first 1,000 users wasn’t yet clear.

We began by breaking down the existing strategy and validating it through real-world research. Four multidisciplinary teams—guided by Solveo—conducted interviews, surveys, and user testing to explore how backend developers, DevOps engineers, and other technical users perceived the value of Microtica. It quickly became clear that some of the team’s initial hypotheses around positioning and target market needed to shift.

Rather than rely on assumptions, each team built their own go-to-market strategy from scratch, rooted in the insights gathered through conversations with potential users. These strategies weren’t created in isolation—they were shaped by the actual frustrations and desires of the people Microtica aimed to serve. Component reusability, time savings, and process automation emerged as consistent themes.

Throughout the process, we worked closely with doXteam to align the product’s core values with real market needs. By the end of the sprint, the Microtica team had more than just marketing materials—they had strategic clarity. They knew where the product fit, what messaging resonated, and how to talk to the right audience.

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Outcomes

• The original launch strategy was refined based on real user feedback
  
  
• Three functional prototypes were developed and tested with potential users
  
  
• A new brand identity and positioning were defined
  
  
• The Microtica landing page was launched ahead of schedule
  
  
• Early conversations with potential clients were initiated
  
  

The team gained strategic clarity for both launch and scale