MAKE ORDINARY01 / CATEGORY THESIS
Technology costs have fallen dramatically. In many specialist corporate markets, the economics have not.
Make Ordinary finds those gaps and rebuilds the solution around today's economics.
A repeatable model for specialist corporate capability
Already working with us? Get support →The economic gap
Software became easier to build. AI reduced the cost of analysis. Cloud infrastructure became standard. Sensors and connectivity became commodities. APIs made systems easier to connect.
Yet many specialist corporate capabilities still carry high licence costs, long implementations, recurring services and proprietary lock-in.
When the enabling technology changes faster than the market economics, a category can be rebuilt.
Inefficiency archetypes
We look for repeatable problems where price, labour or complexity no longer matches the underlying capability.
Finance, procurement, operations and compliance teams repeatedly extract data, reconcile systems, apply rules and investigate exceptions. Much of that work remains manual long after the underlying data, policies and decision logic became accessible enough to review continuously.
Specialist markets can retain pricing structures created when software was expensive to build, integration was difficult and distribution was limited. Customers may end up funding historical complexity, implementation overhead and weak competition—not only the genuinely difficult part of the problem.
A policy or authoritative requirement can become procedures, work instructions, training, checklists, audit controls, translations and AI guidance. When every output is maintained independently, they drift.One authoritative source. Every output stays aligned.
Large enterprise platforms contain enormous capability, but narrow requirements can still mean custom extensions, specialist modules, point solutions or critical spreadsheet workflows. Many of those edge cases should be focused reusable products rather than transformation projects.
Many enterprise systems contain the right process and data, but are not designed around simple frontline smartphone use. A reusable mobile layer can provide role-based workflows, offline work, scanning, photos, voice, approvals, evidence capture and task execution while keeping the existing enterprise platform as the system of record.
Sensors and connectivity became commodities. Many industrial and building solutions still bundle inexpensive devices into proprietary gateways, software, service contracts and enterprise pricing. The opportunity increasingly sits in software, integration and intelligence around commodity hardware.
Product model
If the same capability is needed across sites, functions or companies, it should not be designed, implemented and maintained independently every time.
Make Ordinary turns recurring requirements into reusable products that improve with every deployment.
Enterprise fit
The system of record is often not the problem.
Make Ordinary adds the missing capability around existing enterprise systems rather than forcing another replacement programme.
Integrate where the process and data already live; change only what needs to change.MAKE ORDINARY07 / ACTION
We are looking for specialist capabilities whose cost, complexity or business model no longer makes sense.