Summary
Goal: Enhance organisational structure, processes, and financial stability at Appsynth, supporting its rapid growth phase and transition from startup to scalable enterprise.
Areas Covered:
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Change management
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Strategic planning
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Financial operations and revenue optimisation
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HR processes and team management
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Performance metrics and utilisation tracking
Outcomes:
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Achieved 1.5x revenue growth
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Transitioned from negative cash flow to strong financial stability
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Implemented clear strategic planning and structured operational processes
Insights Gained:
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Effective change management is essential and significantly underestimated
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Proper financial controls and strategic operational processes are critical for scaling
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Consistent accountability drives meaningful organisational improvements
Context & Challenge
Appsynth, one of Bangkok's leading mobile app consultancies, faced growing pains transitioning from a scale-up to a structured, scalable organisation. Despite impressive client growth and workforce expansion, the rapid pace of growth outstripped existing structures, leading to mounting pressure on cash flow and financial processes, and creating a clear need for strategic and operational refinement.
Objective
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Implement robust organisational structures and processes
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Stabilise and optimise financial management practices
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Establish strategic planning frameworks
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Prepare Appsynth for sustainable international expansion
Approach
Discovery
An intensive discovery phase was conducted to identify existing operational gaps, interviewing key stakeholders and thoroughly assessing organisational capabilities, financial practices, and HR processes.
Design & Build:
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Outsourced accounting operations to enhance financial oversight
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Established structured strategic and commercial planning meetings
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Implemented detailed utilisation tracking for better resource management
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Enhanced performance management frameworks with clear KPIs
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Streamlined hiring processes to bring in critical senior leadership roles
Technology
Leveraged existing financial and operational technologies, supported by outsourced accounting services to enhance financial clarity and control, ensuring a scalable operational environment without immediate large-scale internal investment.
Results
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Revenue increased by 150%, substantially strengthening financial health
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Successfully negotiated significant rate increases with major clients
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Clear operational frameworks improved communication, accountability, and team efficiency
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Positioned Appsynth as financially robust and attractive for potential acquisition
Challenges & Lessons
Key challenges included early pressures on cash flow and the natural hesitation that can accompany organisational change. Addressing these required:
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Timely financial interventions
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Effective communication and transparency to facilitate stakeholder buy-in Key lessons highlighted the importance of clear strategic alignment and proactive financial management for growth-stage companies.
Appsynth CEO
The ddx team fundamentally reshaped our operations, introducing crucial processes and strategies that stabilised our business and fuelled growth. Their hands-on approach, clarity, and commitment made all the difference. They remain integral to our ongoing success.
Why ddx
Appsynth selected ddx primarily for our deep industry experience, proven success in similar turnaround scenarios, and our ability to rapidly implement structured, sustainable business processes. ddx’s blend of strategic, operational, and financial expertise was critical to Appsynth’s choice.
By addressing complex operational challenges head-on, ddx enabled Appsynth not only to stabilise but also to significantly enhance its market value, contributing to its successful integration into Deloitte Southeast Asia’s digital practice under the Technology & Transformation business. This move has elevated Deloitte’s digital capabilities and expanded its regional market presence.