The right product. A smart strategy

Product & Strategy Consulting

We help companies bring clarity to their product vision and make confident decisions. From discovery and validation to long-term strategy, we turn ideas into practical, workable plans.

BoardOne – Charter bus digitalisation startup | BoardOne.io

When I joined BoardOne, the company lacked clarity around its systems, processes, and data. A previous leadership change meant there wasn’t even a complete list of internal tools, data quality was inconsistent, and the team had limited insight into why customers converted—or didn’t. I began by reviewing the entire operational model, mapping all systems and access points, and establishing consistent data collection.

Diagnosing the Bottlenecks One of the biggest blockers was the reservation flow. The quoting form ran as an external application embedded via an iframe, which restricted UX control, analytics, and iteration speed. API integration in the old website tool was technically possible but financially unrealistic for an early-stage startup. This led to the decision to rebuild the frontend in Webflow and connect it directly to our backend, giving us full ownership of the booking experience. More details about the website building is described in Web & Application Development.

Establishing Data-Driven Decision Making Once the new funnel went live, we finally had reliable visibility into user behaviour. Key improvements included:

  • End-to-end automation of orders and quote details from backend → Make → Pipedrive

  • Capturing both quotes and bookings, enabling proper drop-off and conversion analysis

  • Automatic reminder emails for users who received a calculation but didn’t place an order—responsible for almost half of monthly bookings

To complement this, I set up continuous learning loops:

  • Interviews with potential customers and partner bus companies

  • Review of session recordings

  • Exit survey on the quoting page

  • A/B testing (traffic-limited but still directional)

Strategic Insight Beyond funnel optimisation, I improved customer support processes and unified the company’s online presence, including structured review gathering and consistent external data.
The systematic approach led to a clear conclusion:
the market for private on-demand bus transport in the Czech Republic is too small and too price-sensitive for the current model to scale profitably.
Despite the outcome, the work provided the evidence needed to make an informed strategic decision. The team is now exploring new value propositions based on these validated insights.

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