History
Indr was conceived in 2016 by Jan Joubert and Tim Hanley, the founders of Rainmaker Solutions LTD (Rainmaker), a UK consulting firm that specializes in helping large organizations successfully execute digital transformations. During the due course of business with their clients, Rainmaker came to realize the importance of unstructured data and the limited methodologies available to procure and organize this data. Thus, they developed the first version of the Indr technology named Wemvula, with the intent of using it as a competitive advantage for their core consulting business. As they continued to use the product in the marketplace, they became more attuned to the 360-degree data needs of their clients and improved the product accordingly. After numerous improvements over several years of use, the product became so valuable to the Rainmaker clientele that they asked to purchase the product directly over fear of losing access when the Rainmaker consultancy was completed. This was the catalyst that convinced Jan and Tim to build a separate business around the unstructured data product that is the foundation of Indr Inc.
Indr Transformation Management Platform (TMP)
The Indr Transformation Management Platform (TMP) is an Agentic AI-driven platform designed to support organizations through transformation and change initiatives. Combining human-centered methodologies with proprietary AI and machine learning (ML) technologies, the TMP is structured to convert tribal knowledge into actionable insights, drive stakeholder alignment, and deliver measurable outcomes. Its modular design allows organizations to adapt and scale their transformation journey with precision and responsiveness, creating a comprehensive system of record for continuous, human-informed change. The techniques are based on proven industry practices traditionally conducted manually that Indr automated into a SaaS platform thereby allowing organizations to move through change and transformation faster, less expensively and more accurately. Using new, Indr-developed automation and AI models, the TMP provides an AI-led platform that is systematic, proven, and scalable. With this novel approach, the Indr TMP captures the missing unstructured data that is 80% of the total data construct and unavailable to other market software solutions as they mainly focus on the structured data which only accounts for just 20% of the information. (MIT)
Discovery – Transforming Tribal Knowledge into Institutional Insight
Indr TMP captures undocumented tribal knowledge across business processes, users, and workflows, creating a comprehensive view. Using AI-driven language models, ML, and clustering algorithms, TMP efficiently gathers insights from all stakeholders—eliminating the need for costly, bias-prone manual interviews or workshops. This scalable, proprietary approach turns informal knowledge into actionable, accessible institutional insights. The TMP converts tribal knowledge into actionable visualizations, like Personas and Blueprints, that visually highlight where and why action is needed. Indr delivers deep insights into stakeholder needs, stakeholder relationships and stakeholder sentiment allowing organizations to pinpoint friction and root causes. Without Indr, these insights are often overlooked, leading to ineffective decision-making and missed transformation outcomes.
Analyze – Business Case Development and Feasibility Analysis
Indr TMP deploys advanced tools to build robust business cases for transformation initiatives, assessing risk, feasibility, timelines, cost, and value through scenario modeling and data simulations. It delivers clear insights into resource allocation, expected ROI, and strategic alignment to drive informed decision-making. The TMP also offers an objective framework to prioritize and evaluate each challenge, comparing solutions by cost, risk, impact, and ROI. This early assessment forecasts the impact of proposed changes, captures insights from diverse stakeholders, and surfaces risk and governance considerations upfront—building alignment and readiness for successful transformation adoption.
Measure - Performance Measurement and Tracking
Indr’s TMP tracks progress, adoption rates, stakeholder engagement, and overall impact of each transformation initiative. Real-time dashboards and AI-powered analytics provide continuous visibility into key metrics, milestones, and outcomes. Tracking allows for iterative adjustments, allowing the organization to refine strategies based on performance data and maintain alignment with desired outcomes.
A System of Record for Transformation
In upcoming releases Indr plans to release capability around execution of the AI use cases in an organization. Indr will provide a milestone-oriented plan directly in the software to show where user needs are being met, and sentiment is improved. This level of visibility enables organizations to track and demonstrate success for their transformation initiatives and create a system of records for current and future transformations, akin to a CRM (customer relationship management) platform for transformation.
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Indr Provisional Patent Filing for the AI-Driven Process
PCT/US23/71100: "METHODS AND APPARATUS FOR ENSEMBLE MACHINE LEARNING MODELS AND NATURAL LANGUAGE PROCESSING FOR PREDICTING PERSONA BASED ON INPUT PATTERNS"
Indr utilizes machine learning techniques and large language models (LLMs) to interpret large quantities of unstructured data to develop personas of segments of users. The TMP then provides a comprehensive, end-to-end roadmap for discovering, evaluating, and implementing technology to drive transformations that can be customized to achieve specific goals such as discovery or implementation as the software is modular. Modules can be activated and deactivated, opening the possibility of independently offering modules to support various verticals, use cases and licensing models in the future.
Indr Go-to-Market Strategy
Indr is focused on an ecosystem-led growth model, like the approach of category-creating innovators like Salesforce, Inc. and Celonis SE. To accelerate and scale this ecosystem-led growth model, the Company will simultaneously run a limited and strategic direct sales model along with the large enterprise roll out. Early direct sales enable Indr to rapidly refine use cases to ensure market fit and generate social proof that will accelerate deals with enterprise partners. By generating early direct sales and leveraging those to drive ecosystem-led growth, Indr plans to rapidly achieve scale while identifying future opportunities for licensing agreements and future mergers or acquisitions. Indr can form several types of partnerships to expand its reach, drive growth, and enhance product offerings.
Go-To-Market Motion: Ecosystem-Led Growth
The cornerstone of Indr’s Go-to-Market (GTM) strategy is its ecosystem-led approach. By aligning with well-established industry players, Indr leverages the trust of larger partners and drives significant value from partner integrations and partnerships, specifically targeting:
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HP: Leveraging HP's extensive customer base and global reach to accelerate customer acquisition.
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Rainmaker: Leveraging UK public sector relationships and collaborating with Rainmaker for sales enablement and pipeline development.
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Prospective Partners: Identifying additional ecosystem partners that can enhance Indr’s market presence and product offerings.
License Types
Indr offers a monthly SaaS subscription to direct customers, typically paid upfront annually. Indr offers the following license options to partners:
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Integration partners: These partners integrate their software or services with the Indr SaaS platform to create a seamless user experience or provide added functionality. Examples include API partnerships or integrations with complementary tools like CRM systems, data analytics platforms, or payment processors.
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Licensing partners: These partners license the Indr SaaS product or components of it and then offer it under their own brand within their portfolio of services. This allows Indr to generate revenue through licensing fees while expanding its market reach. HP is included in this category.
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Resellers: Reseller partners sell the Indr platform on behalf of Indr, often bundling it with other solutions. They may manage sales, distribution, and customer relationships, allowing Indr to scale its sales efforts without building an internal sales force.
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Referral partners: Referral partners neither handle sales, distribution, nor own the end customer relationship. They provide a customer referral to Indr and receive a commission.
Three-Year Business Plan
Year 1 (2025): Direct sales focus with continual validation of AI product-market fit (PMF)
Objective: Build a solid foundation for product value, demand, and early partnerships while working towards generating a $1M monthly ARR through a combination of direct sales, selling to HP, and other partner-generated revenue:
Product & Market Validation: Focus on refining the product's value proposition and roadmap to continually validate PMF around transformation use cases. Collect direct feedback from customers to continually validate use cases and prioritize development resources. Build the value delivery playbook and generate case studies to drive partner deals.
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Leverage Public Sector: Prioritize selling into the public sector, which offers strong proof of value, with quicker wins and fewer barriers than traditional enterprise sales.
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Strategic Direct Sales: Generate initial traction, targeting $1M per month in ARR within 18 months. Leverage case studies of initial customers to pitch to partners with similar customers/use cases.
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Community & Awareness Building: Foster relationships with customers and stakeholders by building a community. Simultaneously raise brand awareness by developing AI case studies/playbooks based on customer case studies.
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Ecosystem Development: Begin the ecosystem expansion by adding two new partners in the first 90 days and three additional partners over the next 180 days. Establish partnerships with key adjacent software providers.
Key Milestones:
- $0.5M in monthly run-rate ARR
- 5 case studies from referenceable customers
- 5 new ecosystem partners
- Value delivery playbook with strong product positioning and marketing established
Year 2: (2026) Targeted Direct Sales & Expanded Ecosystem-Led Growth and build out the Agentic AI
Objective: Shift to scaling through ecosystem partners while still using direct sales strategically:
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Pivot to Partner-Led Growth: Expand sales through ecosystem partners, reducing direct sales as the primary motion.
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Licensing & Strategic Partnerships: License Indr’s technology and solutions to different partners. This will enable product distribution through more channels and provide diversified revenue streams.
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Vertical-Specific Focus: Begin refining the product for specific vertical industries, identifying high potential sectors where Indr’s solutions can drive the most value.
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Product Integration: Focus on integrating Indr’s solutions with adjacent platforms that leverage structured data, enhance the overall product offering and extend customer reach.
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Consulting & Licensing: Explore consulting engagements and licensing of product components to partners, enabling partners to customize and deliver value in niche areas.
Key Milestones:
- Transition from direct sales to partner-led sales, with 50-60% of revenue generated from ecosystem partners
- $1.0M in monthly run rate ARR
- Partnerships in key vertical industries
- Successful product integrations with adjacent solutions
- Partner sales and marketing playbooks
- Rich Agentic AI experience
Year 3: (2027) Primarily Ecosystem-Led Growth with Reduced Direct Sales
Objective: Achieve significant scale with most of the revenue generated by the ecosystem partners, while keeping direct sales at 20-25% of total revenue.
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Ecosystem-Led Focus: By the third year, ecosystem partners should account for 75-80% of revenue, with direct sales contributing to no more than 20-25%.
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Partner-led Sales: This sales initiative will be the primary growth driver for leveraging integration and licensing agreements.
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Licensing Models at Scale: Continue to scale licensing agreements with new partners, focusing on expanding reach across industries and geographies.
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Refine Vertical Solutions: Fully develop industry-specific solutions for key verticals identified in Year 2. These specialized offerings will be sold primarily through partners.
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Strategic Direct Sales: Keep direct sales efforts targeted at strategic customers or use cases, focusing on areas where partner sales may not be as effective. This hedges against potential challenges in partner expansion and ensures sustained revenue growth.
This three-year business plan is memorialized in the Indr financial model located in the electronic data room.
Key Milestones:
- 75-80% of total revenue generated from ecosystem partners
- Direct sales accounting for 20 - 25% of total revenue
- Ecosystem partner network significantly expanded, with strong industry specific solutions and global reach
- Rocketship growth playbook
Summary
Execution of this three-year plan will enable Indr to balance direct sales and ecosystem-led growth effectively. By Year 3, Indr plans to achieve sustainable growth, predominantly driven by ecosystem partners, and targeted direct sales will remain a smaller but strategic component of the overall revenue mix. This staged approach allows the opportunity for scalability, flexibility, and diversified revenue sources.
Pricing
Indr offers tiered pricing for subscriptions based on the size of the organization, with an included number of platform users, projects, and participants. Additional users, projects, and participants can be purchased separately. Customer billing is primarily anticipated to be an annual upfront license purchase with some customers electing for quarterly invoices. The typical ACV of a large enterprise customer will be in the $100,000 range.
Product mix
The Indr software platform is modular, enabling the entire solution to be licensed, or specific modules to be licensed separately. There are currently three modules: Discovery, Evaluation and Implementation. The software platform licenses include a set amount of training and customer success hours, and additional hours can be purchased as needed.
Market
Indr is creating a new product category to solve transformation challenges. As such, there are no direct competitors. Currently, companies are using a divergent set of tools to solve transformation challenges. Indr provides a single, purpose-built tool for transformation.
Indr’s unique competitive advantages include:
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Identifying all transformation stakeholders via a network effect. Each participant is asked to identify other stakeholders, so a comprehensive stakeholder map is created in a fraction of the time of traditional, manual discovery processes.
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AI-enabled guidance to ask stakeholders the right questions.
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Leveraging tribal knowledge of process workarounds, company and team structures, political realities, and workforce sentiment then turning that into structured data to accelerate transformations.
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Creating a transformation system of records, so that decisions and project execution can be tracked and measured.