ProductTank Auckland: Designing and engineering business value, not features

Apologies for the not so great audio - the echo at the beginning does settle down!
The first in a new series focussed on bringing together product and engineering leaders to share and collaborate on building better technology businesses together. This event was run in collaboration with the Auckland Software Leaders Group meetup.
CTO Karl Chaffey and CPO Ross Howard will share a fascinating story of how they steadily grew Tradify from a nascent SaaS startup to 30x ARR in 7 years by unifying product and engineering around a rapid systematic process to building repeatable business value, and how you can too!
The speakers will take you through early attempts to ‘move the needle’ that didn’t work, learnings from these approaches, and how a better way was staring them in the face all along. They’ll also share how they discovered the confluence of this approach with other emerging methodologies, what happened when they started working in this new way, including issues, challenges, and methods, plus other techniques and learnings they’ve had along the way.
Ross Howard - Chief Product Officer, Tradify
Ross was part of the founding team at Tradify over 7 years ago. Previous to that he founded another startup - Buzzdial, having previously led the digital product and service design practice at Digital Arts Network NZ for clients including ASB, ANZ, Adidas, Sony Playstation, Paymark, Tourism New Zealand, TVNZ, IRD, and the NZ Herald.
Karl Chaffey - Chief Technology Officer, Tradify
Karl joined Tradify in 2018 after Tradify raised its first seed round and has been running the Software Engineering and Data team ever since. Prior to that Karl was Head of Software at Adherium (ASX: ADR), a health tech startup, and before that joined M-Com, a fintech startup, as one of the first developers. M-Com was acquired by Fiserv (NYSE: FI) and he left nearly 10 years later as lead solution architect in the digital banking division.
Many thanks to our sponsors Tradify and Enterprise Technology Recruitment and to ezyVet for hosting this event!