A raw idea
No shape yet
A product worth building, but no architecture, no roadmap, and no honest read on whether the first version is buildable in the time you have.
Shape
A plan you can build,
trade-offs and all.
From a raw idea or a system that has drifted, to a concrete, buildable plan with the hard choices made on the page. Feasibility, architecture, product strategy and roadmap, read through an operator's lens rather than an investor's. The hand-off point is clean: ready to build.
The problem
The idea is clear. The plan is not.
You have an idea worth building, or a system that has drifted far enough that nobody can say what it should do next. The team can ship, but the shape is missing: which architecture, which sequence, which trade-offs you are actually signing up for. Without that, you either over-build for problems you do not have, or you pour months into a direction you will have to undo.
Drift
A system that wandered
Something that grew feature by feature until the original design no longer holds, and every change costs more than it should.
A fork in the road
Build, buy, or rebuild
A decision big enough that getting it wrong sets you back a year. You need the trade-offs laid out, not a vendor's pitch.
How it works
From idea to buildable plan.
Feasibility
Can this be built, and at what cost
An honest read on whether the idea survives contact with reality: the technical risks, the unknowns worth de-risking first, and the rough cost in time and people. If the answer is no, you hear it now, not after the build.
Architecture
Design your architecture
The system laid out: components, boundaries, data, the build-vs-buy calls, the failure modes. For a system that has drifted, a review of where it will help you and where it will hurt, with a migration path that does not stop the world.
Product strategy
What to build, and in what order
Scope cut to a first version that earns its keep, then a roadmap that sequences the work so the risky parts come early and the team is never blocked waiting on a decision.
The lens
Operator, not investor
An operator's read, not a verdict for a buyer: what to do about the product in front of you, written to be built from rather than filed.
Examples
Shape that held up.
Healthcare · SaMD
MedKitDoc
A Software-as-a-Medical-Device platform taken from concept to a buildable system, where the architecture carried the EU MDR, IEC 62304, and ISO 13485 burden from day one rather than having it bolted on later.
B2B trade
Floriday
Decades-old flower-auction trading flows turned into a concrete plan for a modern multi-sided marketplace, then built. Product strategy and platform architecture, with McKinsey Design.
Retail
Tap to Go
A checkout-free convenience-store concept for Albert Heijn, scoped from idea into a working digital-store experience that became a public Ahold Delhaize launch. With McKinsey Design.
What it costs
Two ways in, scoped to the work.
The front door
Diagnostic
from €6,000
One to two weeks. The operator's read on your product or idea: feasibility, architecture, and delivery risk. You leave with a prioritised findings memo and a roadmap.
When the read exists
Sprint
€18,000-28,000
Two to three weeks, one defined deliverable: an architecture and migration plan, a de-risking spike or proof of concept, or a scoped roadmap ready to hand to the team.
All figures are indicative, net of VAT, and scoped per engagement. A bigger build is scoped from the Shape work that precedes it. See the full engagement model →
Have an idea, or a system that drifted?
A short call to figure out what would actually help, and whether a Diagnostic is the right first step. If it isn't, I'll say so.