Please introduce your company and give a brief about your role within the organization.
Surf has been in the international app development market since 2011. Our company acts as a technology partner for both global enterprises and Y Combinator startups. We have already built productive and trust-based relationships with KFC, UniCredit, Mars, SAP, and many other companies. Surf’s main principle is to create apps that will be used and loved by millions of people.
As Chief Commercial Officer, I am responsible for several areas. I am in charge of planning, implementing, and developing commercial strategies in line with the goals and objectives we set for the further growth of the company. My task is to manage and monitor commercial activities and KPIs achieved, and report to our top executives. My responsibilities also include market research and analysis, acquiring new clients, and maintaining partnership relations with our current clients. Another area covers the coordination of our sales, marketing, and production teams’ activities which is crucial for reaching the goals set and delivering high-quality results.
What is the story behind starting this company?
Surf began as a story of three enthusiasts who were full of ideas and energy and ready to change the world for the best. Having started mainly as an Android development team, Surf has grown to a global-scale web and mobile development company that offers a wide range of services covering UI/UX design, system and business analysis, front-end and back-end development, native and cross-platform mobile apps development, QA, and SLA support.
What are your company’s business model–in house team or third party vendors/ outsourcing?
We have 200+ in-house experts, including web and mobile developers, designers, QA, DevOps engineers, PMs, and business and system analysts. Our clients get at their disposal stable development teams with relevant experience based on the future project tech stack and industry-specific tasks.
How does your company differentiate itself from the competition?
Our first difference lies in the strong engineering culture based on the profound technical background of our experts, high motivation, and engagement. Surf is a family of like-minded people. This allows us to take up the most challenging and pioneering projects to bring them to success. We are the first to introduce technologies announced at WWDC conferences and Google I/O, and as Google Certified Agency was one of the first three companies to gain early access to Google technologies.
A good example of early technology adoption by Surf is Flutter, a cross-platform development framework. Having started developing with Flutter as early as it appeared, we have built a strong Flutter team. They created the first Flutter-powered bank in Europe, a custom YouTube-like video streaming platform, and other solutions. Surf actively contributes to the Flutter community development: our SurfGear open-source repository shares a set of libraries and tools to enhance Flutter development, and our Elementary library offers a new approach to Flutter apps architecture.
The next competitive advantage is our rich cross-industry experience and the polished processes and practices that we bring to every new project. We know from practical experience, how to create a brand new UX on the industry scale, how to grow a startup to a market leader, how to create a custom digital ERP system that can be easily scaled for 600+ company branches or affiliates, or how to make app users buy three times more often.
What industries do you generally cater to? Are your customers repetitive? If yes, what ratio of clients has been repetitive to you?
Our focus industries are fintech (b2c apps for global banks, fast-growing crypto trading platforms, investment solutions), e-commerce (pharmacy, bookstores, pet shops, fashion, B2B hardware stores), and food tech (food delivery, custom RMS, corporate apps for employees, loyalty programs). The average client lifetime is about three years. We offer the full product development cycle, never give up projects halfway through, and take care of SLA support or seamless transfer to an in-house team including clear-written and complete documentation, processes, and new team onboarding, if required. Some of our clients come back with their new projects. The ratio of the repetitive clients is 1:5.
Please share some of the services that you offer for which clients approach you the most for?
I would highlight our pre-development services including the design sprint, creating the customer journey map, and system analysis, as they allow us to lay the foundation for future product success and synchronize all project stakeholders in the general vision and details.
The web and mobile app development services are most wanted by our new clients.
The QA services are much in demand, especially for large-scale projects where reliability, availability, and security are of vital importance such as finance apps or corporate apps. Test automation is an often-requested service provided by our QA team.
What is your customer satisfaction rate according to you? What steps do you take to cater to your customer’s needs and requirements?
I would say 5 of 5. What makes me so sure? 1 of 3 of our clients comes from referrals.
From the very start of our communication with a potential client, we dive into the client’s business and start contributing suggestions. This may refer to reducing development costs (for example, Futter allows saving up to 40%), industry-specific UX solutions that can boost conversion rates, or proven DevOps practices that can speed up releases. Our analysts collect all business requirements to form the project specification as a guide for the whole team. In the course of the project, we provide our clients with a stable team and PM as the main point of contact. We communicate the project progress and prospects on a regular basis, provide the client with access to all project-related resources, and document all approaches and updates. In short, we care for maximum transparency and comfort for the client. After release, we can either continue with the product support and further development (including handing users’ feedback and star ratings in the stores), or transfer it to the client’s team.
What kind of support system do you offer to your clients for catering to their queries and issues?
In the course of the project, any clients’ queries and issues are solved by the project manager. PM is involved throughout the whole project lifecycle, makes sure that every project task is complete within time and budget, and addresses any additional or emergency issues. When the project is complete, we can offer our clients a Service Level Agreement implying app support and monitoring 7 days a week within working hours with timely analysis, monthly reports, and optimization proposals.
What kind of payment structure do you follow to bill your clients? Is it Pay per Feature, Fixed Cost, Pay per Milestone (could be in phases, months, versions etc.)
To bill our client we follow the time & material model.
Do you take in projects which meet your basic budget requirement? If yes, what is the minimum requirement? If no, on what minimum budget you have worked for?
As for our expectations from potential projects, there are two aspects we consider. We do not take on projects that relate to the distribution of alcohol or tobacco products, microcredit, gambling, or do not match our moral and ethical principles.
What is the price range (min and max) of the projects that you catered to in 2021?
In 2021, our projects ranged from $100K (min) to $820K (max).
Where do you see your company in the next 10 years?
Our goal for the next 10 years is to keep growing while still retaining our people-first and bureaucracy-free corporate culture. We strive to build even better products and keep increasing our cultural diversity by opening new offices around the globe. Our early growth is 65% at the moment and it feels like a comfortable pace for us.