The Accelerated Growth Programme acts as a growth catalyst, proactively bridging knowledge gaps and ensuring our continued expansion.
Dot On is a next-generation sales and supply chain management system built by retailers for retailers. Designed to solve the frustrations of disconnected, outdated systems, it helps high-growth retail businesses streamline operations and maintain data integrity. By revolutionising how sales and supply chains operate, it allows retailers to deliver seamless customer experiences.
With help from the Business Wales Accelerated Growth Programme (AGP), the company is redefining retail tech and helping to put Welsh innovation on the global stage. AGP has played a vital role in the company’s journey, supporting strategic planning, funding readiness, team development, and international growth.
Here, co-founders Jonathan and Louise Petrie share how Dot On started, the challenges of rapid growth, and the difference AGP support has made.
How has AGP supported Dot On?
AGP has been transformative for us. They’ve become a true extension of our team, working closely with us across every area of our growth. Their advisors have supported us with product positioning, branding, pricing strategy, and internal structuring to scale our team effectively.
They also guided us through ISO-27001 preparation, secured R&D tax credits, and helped us raise over £500K in RD&I funding. The Welsh Government has backed us through several funding rounds, totalling £1.25M to date, which has allowed us to keep innovating and growing at pace.
AGP’s business development experts also played a key role in helping us secure contracts with some of the fastest-growing retailers in the UK. Our relationship with AGP coach Andy Bird has been pivotal. His strategic insight and belief in our vision have been invaluable. We value his advice and hands-on, proactive support, which have helped us triple our team and grow revenue by 400%.
What inspired you to launch Dot On?
We started our retail journey two decades ago, running mid-market e-commerce and supply chain systems. Like many businesses, we faced a patchwork of siloed systems and disconnected sales, supply chain, warehouse and finance tools that didn’t communicate well. This caused friction, inefficiencies, and frustration. Eventually, we hit a breaking point. We needed a better solution and realised we weren’t alone.
That’s when Dot On was born. We wanted to build something better for teams like ours: a unified, intuitive system that works with retailers’ existing tools and processes. Our mission is delivering high-quality technology that ‘just works’ so enterprises can focus on what they do best. In retail, experience is everything, and our software ensures the data integrity retailers need to ensure operational excellence and seamless customer experiences.
What challenges have you faced along the way?
The biggest challenge has been managing rapid growth while maintaining control of our product direction. We’ve carefully selected funding partners and deliberately chosen strategic early adopters to help us shape the system.
Hiring has also been a challenge. We’ve focused on building a highly skilled, culture-driven team in Wales, and finding people who align with our standards and values has been critical.
Another challenge is staying focused. As a tech company, it’s easy to get distracted by trends or investor demands. But we’ve stayed close to our customers, listened to their pain points, and built solutions that make a tangible difference to their businesses.
What have been your proudest moments?
It was a proud moment to be presented by the UK Government to global luxury goods conglomerate LVMH as one of Britain’s top retail tech innovators. It showed us that the industry recognises the potential of what we’re building.
Hearing feedback from customers like Fairfax & Favor and The Beauty Tech Group (CurrentBody, ZIIP, Tria) - who credit Dot On with unlocking operational excellence and reducing waste in their global retail and supply chains - makes it all worth it.
What advice would you give to other tech entrepreneurs?
- Know your customer’s pain inside and out. Don’t assume. Get close, listen, and build accordingly.
- Own your product’s destiny. Fundraise strategically, stay agile and don’t let external pressures pull you off course.
- Choose early adopters wisely. The right customers can help shape your product and act as advocates.
- Build your team and network with care. Hire thoughtfully, plan deliberately, and surround yourself with trusted advisors.
- Stay resilient. Start-Up life isn’t easy, but the impact you can make is worth every challenge.
Click here to learn more about the Accelerated Growth Programme.
Click here to learn more about Dot On.