Rebuilding Roundi from the Foundation Up

We’ve been hard at work building Roundi, but recently we had to do something counterintuitive.

We paused.

Not because we were stuck, but because we needed clarity. Before looking ahead, we needed to retrace our steps and make sure we’re building the right thing in the right way.

Getting Honest About What We’re Building

Over the past few months, Imelda and I met twice for deep work sessions with our technical advisor. Those conversations forced some honest soul-searching about what we’re truly building, what’s essential, and what’s just noise.

The result? We shut down Roundi Stores—a side project we’d been working on—so we could focus fully on the core product. You can’t build something massive by splitting your attention.

We also spent a full week working through intense business documentation. It was exhausting, but necessary. We needed to formalize our thinking, clarify our strategy, and ensure we’re building on a solid foundation.

Building a Stronger Foundation

While we were doing the hard internal work, visible changes were happening too.

We rebranded. A new Roundi identity is ready and rolling out gradually. This isn’t just new colors—it’s a clearer expression of who we are.

We strengthened security. Behind the scenes, Imelda and her team have been hardening Roundi’s security features. Trust isn’t just about delivery—it’s about how we handle data and show up reliably.

We supported ourselves. Imelda and I also took on work—mine in a contract capacity—to support ourselves as we continue building. Bootstrapping means doing what it takes.

What’s Next

We didn’t pause to slow down. We paused to build better.

Here’s what’s coming:

Beta relaunch: Mid-January

Stronger product, clearer positioning, better training for everyone involved.

Training sessions before beta

Both riders and clients will go through proper onboarding from day one.

Handbooks in progress

Client handbook nearly complete, with a rider handbook coming next.

New YouTube series launching soon

Documenting our journey and sharing what we’re learning—twice a month.

Clarity Is Worth the Pause

Pausing felt risky. When you’re building fast, stopping feels like falling behind.

But we needed this.

We’re moving forward now with clarity, focus, and a much stronger foundation. Roundi isn’t just about moving fast—it’s about moving in the right direction.

This is how we build something that helps product brands grow beyond what they thought possible.