Flowers Software program helps SMBs handle their workflows • TechCrunch


Workflow automation will not be what will get you off the bed each morning, nevertheless it has lengthy been a scorching subject on the earth of enterprise software program. There are few companies, in spite of everything, that don’t have dozens and dozens of repetitive workflows which are at the moment completed manually that may very well be automated. Munich-based Flowers Software, which initially launched in 2019, is attempting to place its personal stamp on this area by providing a considerably completely different strategy from a lot of its rivals.

The corporate as we speak introduced that it has raised a $3.2 million seed funding spherical led by La Famiglia VC, with participation from LEA Partners and Collective Ventures. Various angel buyers additionally participated, together with Personio’s co-founder Ignaz Forstmeier, SAP Hybris’ founder Carsten Thoma, SevDesk founders Fabian Silberer and Marco Reinbold, and Ironhack co-founder Gonzalo Manrique.

Picture Credit: Flowers Software program

Based by Andreas Martin and Daniel Vöckler, who each frolicked working at various small and medium companies, Flowers at the moment focuses its advertising and marketing on two use instances: bill approvals and basic approvals. However the thought behind the software is to supply a extremely versatile no-code workflow software to automate nearly any repetitive enterprise course of.

“After we based Flowers, we already knew that we had been going to resolve this main drawback due to our expertise from our earlier jobs, the completely different industries and firm sizes, and so forth.,” stated Martin. “What we realized is that there are tons of duties that go flawed in each firm actually on daily basis. […] And sadly, since most duties are in recurring workflows, they go flawed repeatedly. For all of these issues, one can find one software that solves precisely this drawback. So you’ll be able to have 1,000 issues and 1,001 instruments fixing them. However Daniel and I didn’t need to create one other single-solution software.”

Flowers team photo.

Flowers staff picture. Picture Credit: Flowers Software program

Martin famous that many conventional workflow automation instruments concentrate on the backend, whereas Flowers offers anybody within the firm with instruments to construct these workflows but in addition entry to a consumer interface to step via these workflows from starting to finish. He famous that this additionally helps to make info extra accessible and clear to everybody inside an organization. And whereas customers can combine a number of third-party instruments, for most of the present use instances, groups are doing a number of their work in Flowers themselves.

The staff truly began constructing Flowers as a general-purpose automation software however discovered that merely giving its customers all of this freedom solely led to confusion. So after some trial and error, Flowers determined to construct out a number of templates for widespread use instances — invoicing being a kind of — and with that, the service took off. What the staff must do now — and what Flowers will use no less than a number of the new funding for — is constructing out templates for extra use instances so it may possibly broaden its consumer base. The staff additionally plans to broaden its advertising and marketing efforts to transcend its present core market of most German-speaking nations to extra of Europe and North America.

Picture Credit: Flowers Software program

“We’re going to launch with completely different use instances in numerous nations, or service work to be used instances in each nation, however some nations have extra issues with contracts and approvals, or journey bills,” Martin defined. “Our extremely adaptable software program makes it doable for us to assist these legal guidelines, rules and compliance guidelines very simply as a result of the software is versatile sufficient.”

Flowers Software program was already cashflow constructive early on in its historical past, however the staff determined to lift now so as to have the ability to develop sooner and seize extra of the market. “We actually need to push as exhausting as we are able to and scale as exhausting as we are able to,” stated Martin.

“Flowers is altering the sport for SMBs in enterprise effectivity, productiveness and profitability with a special strategy to workflow creation and automation that’s resonating with many shoppers throughout industries,” stated Judith Dada, basic companion at La Famiglia VC. “With Flowers, firms lastly have a software program that adapts to the way in which they work, somewhat than a software program that requires the shopper to vary. We’re impressed by the product and robust gross sales traction that Andreas, Daniel and the staff have already acquired and are excited to assist them as they scale to new markets.”



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