Platform design and brand strategy for launching new digital platform


doXteam is a leading software development company based in Macedonia than works with large enterprises such as Nederman, Swiss Re, IMP Digital to deliver cloud-based solutions into their everyday work. Following global digital and technology trends and being open to innovation, they have developed and funded multiple global digital platforms. DoXteam have started developing an innovative backend-as-a-service platform which is expected to cut developer’s’ time by 90% called Microtica.

Having the platform almost finished, it was in the need of complete branding, alpha testing with potential users and clients, and a go-to-market strategy including a product-market fit.

Conduct market research, competitors analysis and define the core values.
Define the target market and potential customers
Develop a strategy for positioning and market penetration
Design and branding of the new product
Development and design of a website
Testing of the proposed solutions



150+ conducted interviews
30+ experts involved
10+ companies contacted
90+ uncovered competitors
Defined target persona


4 go-to-market strategies
4 positioning strategies
Detailed competitor analysis
New market segments
Product testing

  • The company modified its go-to-market strategy and product-market fit
  • We accelerated the launching process
  • We launched a landing page
  • The product is fully branded
  • We have identified the product’s core values based on research findings
  • Opened Facebook/Twitter/Linkedin/Reddit page
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