Case Study: Endao achieves faster BPM development and scalable cloud hosting with Rackspace Technology

Endao - Customer Case Study

Endao, founded by John Courtney, builds a Business Process Management (BPM) platform that streamlines design and deployment of enterprise workflows. The company faced early challenges: many product assumptions proved wrong, development took longer than expected, and initial investor interest required demonstrable customers—forcing Endao to grow slowly while juggling limited resources and the constant tension between serving existing clients and pursuing new ones.

Endao responded by relentlessly iterating based on customer feedback, growing on cash flow rather than outside funding, and outsourcing non-core tasks while using Rackspace and startup programs for reliable infrastructure and guidance. That discipline produced a tighter product and a strategic pivot toward becoming a platform provider; tangible results include customer wins like a Texas schools reporting tool that saved users days of work and an overall product-market fit strengthened by real-world use.

Endao

John Courtney

Founder and CEO