About

Curiosity, experience and resilience set us apart

Going from zero to one is one of the most challenging endeavours for any business. We pride ourselves on closely linking a strategic approach to venture building to its execution – so you can keep innovating, one decimal at the time.

We are curious, experienced and self-motivated business builders. We have been through the roller-coaster of emotions that comes with doing something new and disruptive, only to come out stronger from the thrill of past experiences.

We take your business as our own, with a commitment towards its success unique to our service model. We take the best of multi-functional expertise to ensure speed, quality and long term impact for your organisation.

Our clients

We work with innovators that change industries

We work with high stakes, fast-paced and risky initiatives. It takes a special type of business acumen to feel comfortable with this level of uncertainty and chaos. That's us.

Start-ups

Businesses that are just getting started and need support from seasoned specialists to shape the vision, value proposition and how to get product-market fit.

Scale-ups

Working business models undergoing significant growth. We provide hands-on support through senior leadership and manpower.

Corporate innovators

Large organisations launching new units or products, or undergoing digital transformation. We provide thought leadership and experienced operators.

Private equity

Transformation programs that require fast value creation. We provide functional expertise and execution capability.

Our ways

Five main beliefs guide everything we do

We are founders

Our people love the thrill of founding a business. We get energy from exploring the unknown and bringing order to chaos.

We are partners

As partners our interests are aligned. We join forces with your team and work as one collaborative team.

We are builders

The right execution breeds successful businesses. We are hands-on during delivery to ensure building things right.

We are diverse

Embracing difference unleashes innovation and creativity. We work well with others of multiple skillsets, cultures, beliefs and tenures.

We are overachievers

Outcome driven, focusing on quality and speed. We commit to create long-lasting, industry-changing e2e businesses.

Our specialists

Our teams share the entrepreneurial spirit to build something great

General managers

We understand what it takes to build a new business. We connect the dots across all functions, and support decision-making.

Strategic designers

We understand how technology can solve challenges old and new. We take ideas to concept and validate them.

Product managers

We iterate continuously. We work closely with designers, engineers, and operations to ensure our customer needs are met.

Solution architects

We know how to build things. We identify what capabilities are required and what technologies should be used.

Experience designers

We obsess with making our products easy and fun to use. We prototype, test, design and learn about how customers use our products.

Software engineers

We build. We develop high-quality software: back-end, front-end, cloud or edge, web or apps, we've got you covered.

Delivery coaches

We form high performing teams. We support collaboration, agility and an experimentation culture in every new venture.

Operations

We are the engine that makes thing work. We build the supply chain and ensure everything is running smoothly.

our leadership

Commited to your success

Ibrahim M. Daudali

Managing Director

Ibrahim is an experienced business builder and executive advisor. He started his career at McKinsey & Company before setting up Decimal. He has a track record of building industry changing corporate start-ups, as well as designing and delivering digital strategies, product and commercial and digital approaches for transformation and value creation.

Ibrahim holds an MBA from Columbia Business School in New York.