About Whitedash
A UK-based, founder-led software venture studio that builds and runs its own software — and brings that operator’s instinct to every product we build with others.
We don’t just advise. We ship and run products — and that’s where the credibility comes from.
Whitedash exists because the best way to understand a market is to operate in it. Most studios stop at the build; we keep going — carrying our own products from a blank page to paying customers, then living with the consequences day after day.
That changes how we work. When you run the software you make, you feel every shortcut, every assumption that didn’t hold, every edge case the spreadsheet hid. It’s an education you can’t get from a brief — and it’s the instinct we bring to every build.
So when we build with you, we’re not guessing at how it should work in the wild. We’ve been there, on our own platforms, and we build yours like owners because that’s the only way we know how.
Four platforms, conceived and run by the studio.
We’d rather point at what we’ve built than describe what we could. Each of these we own outright — built, launched and operated in a real market.
Built by someone who’s lived the problem.
Apostolos Michailidis
Apostolos is a software builder and the founder of Whitedash. He has built multiple SaaS platforms from the ground up — Maavelus, MyOrderPad, ComniCube and Estia — taking each from a blank page to a live product, and he sets the studio’s standard for the work.
His roots are in food and hospitality. Before building software for the sector, he owned and operated patisseries in the UK — which is exactly why the studio focuses here. He’s lived the operational problems first-hand: the commission that erodes a venue’s margin, the supplier order placed by phone and memory, the legacy tools a distributor fights every day.
That combination is the whole point of Whitedash. The hospitality experience is the why — it’s where the problems are real and personal. The software capability is the what — the ability to actually build the systems that solve them. Most people have one or the other; the studio exists because he has both.
Every function a product needs, under one roof.
Not a headcount — a set of disciplines the studio carries end to end, so nothing falls down the gap between strategy and shipping.
Strategy
Pressure-testing the idea, the market and the model before anything gets built — so effort goes where the value is.
Product
Turning a problem into a product people can actually use — definition, design and the judgement of what to leave out.
Engineering
Product-grade builds with real foundations — architecture, full-stack delivery and the quality that survives real use.
Go-to-market
Getting it into a market and keeping it alive — launch, onboarding, operations and the growth that compounds.
WORK WITH THE STUDIO
Build with people who run what they make.
If you want a partner who’ll own the outcome the way they own their own products — this is the studio.