Rewrite, Redevelop, and Rebuild: The Hard Choices That Led to the Success of Perx Technologies
Anna Gong was brought into Perx Technologies in late 2014 as CEO to lead the Singapore-based lifestyle app company through its next stage of growth. But instead of scaling things to greater heights, Gong found herself shutting down the core business and turning what was a consumer-focused business into a full-tilt enterprise SaaS platform.
“This was one of those weird scenarios where you are supposed to be hired as the growth CEO, but you end of being the re-founder,” Gong says. “I had to sunset the business, shut down the B2C business after months in, and decide to propose to the board that this was not where we should be heading towards -- and it is going to fail.”
From B2C, to going after the enterprise market was like starting from scratch. Gong had to redo everything. Not to ruin the surprise, but it worked, incredibly well.