User Research · June 2026
The Road to thinkedin
A dozen conversations across three pivots — from tender automation to network intelligence, and our first paying enterprise customers.
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Tender Identification & Qualification
We started by helping businesses identify and qualify tender opportunities, but interviews revealed that finding opportunities was a broader problem than tenders alone.
“Finding the right tenders is mostly manual — we're checking multiple portals, filtering by hand, and half the time we've already missed the deadline by the time we find it.”
“The worst part of my job is spending two days writing a bid and then realising we never had a real chance. Better qualification upfront would save everyone's time.”
“From a brand perspective, we need to be selective. Winning the wrong tender can damage relationships if you're stretched too thin to deliver.”
“Private sector opportunities don't come through a portal. You hear about them through relationships — or you miss them entirely.”
“There are thousands of public sector contracts published every week. Even with Find a Tender, the signal-to-noise ratio is terrible. You need intelligence, not just aggregation.”
Qualification → Lead Discovery
Early conversations showed that qualification wasn't the bottleneck — discovering the right opportunities was. Users didn't just need better tender analysis. They needed a way to find opportunities they didn't know existed.
B2C Lead Discovery
Small business owners told us they spend more time searching for customers than serving them. Customer interviews revealed that opportunity discovery extends beyond procurement into every industry.
“You're solving tenders, but the real problem is bigger. Every small business owner is trying to find customers. What if AI could surface buying intent wherever it naturally appears?”
“I'd scroll through local Facebook groups when I was starting out. People post when they're moving, when they've had a big event. You can see the demand if you know where to look.”
Lead Discovery → Network Intelligence
As we explored lead generation, a recurring theme emerged: the highest-converting opportunities come from trusted relationships. The most valuable opportunities weren't hidden on the internet — they were hidden inside existing networks.
Chat with your Network
The most valuable opportunities weren't hidden on the internet — they were hidden inside existing networks. So we built thinked-in, and took it back to the people who needed it.
From first conversation to paying enterprises
“I started putting all of my contacts on the Excel sheet anyway.”
His ask — to talk to an AI that holds his entire personal network as context — became the seed of thinked-in. We shipped an MVP: upload a LinkedIn CSV, then reason across your whole network.
“Someone sends a document and asks, 'can you do this for me?' The document contains a project — I'd like to see across my network who can fulfil this work.”
He confirmed the core loop and surfaced two new asks: match incoming work to the right people, and share connections across a team — which we earmarked for enterprise.
“Nobody is ever going to put their whole thing on the company.”
Thajudeen signed an enterprise contract, paying in advance for our enterprise build. His warning became a core requirement: granular control over which connections are shared on a company plan.
“By the way, this is actually very relevant to the network connector we want to build at Morpheus.”
Unprompted confirmation that the network-intelligence use case resonates inside other enterprises — not just our design partner's.
Closed our 2nd enterprise procurement in under a day — £200 each in committed spend. He requested live monitoring, echoing earlier feedback from our design partner.
Where we are today
30
Users on the platform
3 × $10/mo
Monthly paying customers
1 × $96/yr
Annual paying customer
2 × £200/mo
Enterprise contracts
1
Letter of intent
≈ £430/mo
Estimated monthly revenue