The bold move of specialising.

Founder/CEO of Wayward Group.

We run 3drops, OFC, Compliment and Inen.

Ideas → Experiments → Teams → Companies.

The bold move of specialising.
I'm obsessed with Products. For me, discovering a cool new product gets me as excited as if someone would just hand me the keys to the new Cybertruck. 

But part of me always saw this as a weakness. Something I had to overcome to focus more on the things that grew our business. Like expanding our offerings or headcount to take on more projects. The same path that most agencies take when more clients show up in their inbox. To become a one-stop-shop for their clients. So we did the same thing.

We scaled our remote team to over 20+ members across 4 continents. We expanded our services to branding, marketing, product design and development. At some point, we even had a small motion studio/team within 3drops to produce product videos for startups. On paper, 3drops was quickly growing to become a successful full-service agency. But internally, it didn't feel as exciting as we thought growth should feel like. We felt like we were failing to reach out potential. Something was missing.

So in 2018, we decided to take a break from client work and do a little soul searching for our company. It was the first time in almost a decade we had the luxury of time so we knew we would regret it if we didn't take it. With a bank account that could last a small team a few years, we changed our direction and set a new destination. To build a sustainable business without relying on client work. We figured the best way to do this is by building SaaS solutions aimed at teams like us by scratching our own itch. At that time, we had already launched Roadmap Beta to Product Hunt which was very well received. It was awarded as one of the most popular product launches in that year. So we decided to invest our time to bootstrap Roadmap into a healthy and profitable startup with a team of its own.

Roadmap was the first of its kind. A simple solution for remote teams to get aligned on priorities, and track their progress visually so nothing goes unnoticed. With no products alike, our numbers were growing beyond our imagination. But that sweet rainbow didn't last long. Half a year into our work, almost all leading team project management tools like Asana, Jira and even Dropbox had already caught up with our unique features. So naturally, at first, we reacted by responding in the same way. Implementing more features to our product to keep up in this competitive market. But half a year down that path, we noticed we were moving in the opposite direction of what we aimed for. We were losing momentum playing this feature war and our MRR growth was suffering. So we turned to the people who know us best. We asked our customers to guide us in the right direction. We asked them why they chose us over alternatives and they came back with two features that they valued the most in our solution: Simplicity and Visual Overview. With our Northstar on sight, we started improving our key features and got rid of everything else. Fast forward to now, Roadmap is a healthy startup growing at ~10-20% in MRR per month since then. 

Sure it was a risky decision to stop our main source of income for 2 years. Sure it wasn't easy turning down great projects from companies like IKEA or Redbull during that time. Sure I can admit I was up until sunrise most nights worrying about whether I had made the right decision or not. But in the end, it turned out to be one of the best decision I made in 3drops history. 

Those two years reminded us what we can accomplish when we focus on what we do best. So in 2020, I'm excited to say that 3drops is now accepting client work with only one focus: Strategic Product Design to grow B2B SaaS businesses.

So we recommend, if you are looking for a design firm to work on your company's branding, contact Pentagram. If you are looking for an agency to rework your marketing website, reach out to Ueno. But if you are looking for a team to take your SaaS Product to the next level, 3drops is the right team for you.