Entando
The value becomes clear.
A complex technology needs a voice that can make its strength understood. The Entando project sits right where expertise and communication meet.
- Digital strategy
- Content
- Lead generation
- PR
- International communication
- Branding
«And now?»
Entando was born in Cagliari, founded by Walter Ambu (chairman) and Claudio Ambu (CFO). The name comes from the Sardinian «ettandu», and now, what comes next. It is an open source Application Composition platform for Kubernetes: it lets large organisations build applications by composing reusable pieces instead of rewriting them every time.
With CEO Paul Hinz and offices in Miami, Milan and London, the company raised 3.5 million from Vertis SGR in 2019 and $11 million from United Ventures in 2021. Its clients already included the Italian Ministry of Justice, the Italian Army and Fortune 500 companies.
A technology
to explain.
Kubernetes, cloud-native, composition: clear words to a developer, opaque to a general manager or a business journalist. Entando had to make itself understood by three audiences at once: the people who write code, the people who sign off the budget and the people who cover companies in the press.
The work started from the product. Before writing a line, we looked for what composing applications instead of building them changes for each of them. For the IT manager it means shorter timelines and less code to maintain. For investors, a market analysts were only just starting to name. For the journalist, a story: a company born in Sardinia selling software to large American corporations.
The project
- Press office
- Press releases and interviews for business, financial and technology media.
- The founders’ voice
- Bylined articles by Walter Ambu for IT managers, on composable apps and the lessons of the crisis.
- Company announcements
- Funding rounds, new management hires and analyst mentions, turned into news.
- Content for two audiences
- Technical material for developers and copy for decision makers, with the same message at two depths.
A founder
with a byline.
Technology is easier to explain with a person in front of it. We built Walter Ambu’s presence as an industry voice: on 19 October 2021 his view on composable apps, on 29 November «Cinque lezioni utili per i manager IT», a bylined piece on how the global crisis changed the way software is designed. The same month, the interview with him and Claudio Ambu on open source for agile businesses.
Each article carries the same idea from a different angle: compose instead of rewrite. Anyone who reads two pieces in a row recognises the thinking before they even see the name.
In the papers,
under its own name.
Alongside the founders’ voice, the company news. The growth between Sardinia and California and the round with United Ventures. A place among the fifteen names TopLegal highlighted in the venture capital market in the first nine months of 2021. The appointment of Manish Dixit, formerly at Oracle, Sun Microsystems and Spiceworks, as Chief Product Officer.
In September 2022 we issued the release on Gartner citing Entando among Application Composition Platforms. In the following years Entando appeared as a Sample Vendor in the Hype Cycle for Cloud Platform Services 2023 and in the Emerging Tech Impact Radars on cloud native platforms and enterprise software.
What
remained.
Between 2021 and 2022 Entando went from a Sardinian startup with a technology that was hard to explain to a name business media call on to comment on the market. Over the same period the company grew, in revenue and in team size: credit to the product and to the people who build it. Our contribution was making it understood by those who had to choose it, fund it or write about it.
