Gemma Beyond Data
From data consultancy to senior implementation partner — a founder's thesis on where Gemma needs to go, and what we test next.
AI is compressing pure data delivery. DWH setup is faster and cheaper every quarter. Meanwhile, clients already pull us beyond data — process automation, bespoke tooling, AI applications. We do some of this reactively. The question: do we make it the strategy, or keep treating it as side work while our core market commoditises? This page proposes an answer.
Two Decisions for the Room
Decision 1 · Direction
Where is Gemma going?
Data & AI hybrid
Data-rooted transformation
Full-service consultancy
Data is our origin, not our boundary. We go into client processes end-to-end.
Pure data work is commoditising fast — AI tools compress what took weeks into days. Our senior team + AI tooling = capable of far more than DWH + dashboards. Competitors (Heuristik, Lucid Labs, ML6) are all expanding scope. We either lead this shift with our data DNA as structural advantage, or we shrink as the core market erodes.
Decision 2 · Pace
How fast and how loud?
Quiet evolution
Active testing
Full rebrand now
Updated messaging, proactive client conversations, structured upsell. No big-bang rebrand — we earn the positioning.
We have conviction but not yet proof at scale. Rebrand without delivery track record = empty promise. Instead: equip client owners to actively sell the expanded scope, pilot 2–3 "beyond data" engagements, then let results drive the brand. Active > passive — our client owners need to know what we could sell.
The Claim
Gemma is your engine room for the AI age.
We go deep into your processes, fix what's broken, and build what's next — data, AI, bespoke software. Whatever the problem actually needs.
Foundation First
Most AI fails because data and processes aren't ready. We start where others skip.
Klartext
We tell you what AI can and can't do. No hype, no scope creep, no vendor theatre.
Depth over Demos
We don't hand over prototypes. We ship production-grade and stay until it delivers value.
Three Buyers We Build For — sales angle adjusts per persona
Persona 01
Mittelständler in Transformation
Board says "do AI." No data foundation, no clarity on what's possible. Needs a partner who starts with honesty and builds from the ground up.
Sells on: AI-readiness, DWH, governance, first real AI use cases.
Persona 02
Scaling Start-up / Scale-up
Past spreadsheets, no data or tech team. Needs a senior partner for data AND the tools around it.
Sells on: "We are your engine room — data, dashboards, and the apps in between."
Persona 03
Data-Heavy Corp / Mature Scale-up
Has team and tools, lacks senior firepower for AI enablement and process modernisation.
Sells on: Senior reinforcement, AI implementation, bespoke process tooling.
What this is not: Data remains our craft and our largest revenue stream. This is not about abandoning analytics engineering — it's about removing the artificial boundary that limits what we do for clients. Every current analytics engineer has a home in this vision.
Evidence & Action Plan
What's already happening, what we expand, and what we test in the next 90 days.
This Is Already Happening — "beyond data" work we do today, reactively
Hellomat
Multi-agent AI system for process automation. Deep in client ops.
Tasty Urban
Credit note process automation, ops tooling prototype.
Infoniqa
Streamlit app on DWH for sales workflows.
Natsana
Lovable-built sales dashboard, beyond classic BI.
Gemma (internal)
Gemmbot, Gemma OS — our own bespoke tooling stack.
None of these were strategically planned — they happened because clients pulled or because we saw an opportunity. Imagine what happens when we actively sell this. The pattern is already there. The question is whether we name it, equip the team for it, and pursue it deliberately.
We do
- DWH & data modeling
- AI-readiness & governance
- Pipelines & data integration
- Process analysis & digitalization
- Bespoke internal tooling
- AI applications & automation
- MLOps & model deployment
- Consulting attached to delivery
We don't do
- CRM / ERP implementation (→ partner)
- Tracking & marketing tech (→ partner)
- Performance marketing
- Strategy consulting without delivery
- Body-leasing / junior staffing
- Legacy infra for non-clients
- Customer-facing prod software — open
- Standalone AI strategy workshops — open
Experiment 01
Client Owner Enablement
Upsell playbook with B2B sales coach. Every client owner runs at least one "beyond data" conversation with an existing client in 90 days. Document what resonates, what doesn't.
Experiment 02
Pilot Engagement
Pick one existing client where we see process/tooling opportunity. Proactively pitch it, scope it, deliver it. Ship something real. Learn from it.
Experiment 03
Messaging & Positioning
Draft updated website copy, pitch deck, and positioning. Review internally, test with 2–3 friendly leads. Don't go live until we have signal from experiments 1 & 2.
Discussion Prompts for eMR
- Does this direction feel right? What worries you about it?
- Which existing client should we pilot "beyond data" with first?
- What do you need as a client owner to sell this?
- Where's the line between "we do" and "we do too much"?
- What capability are we missing? What should we hire for next?
- How do we handle team members who are pure data and want to stay?