As 2024 draws to a close, it’s natural to reflect on our journey as a company. Sitka has grown in so many ways—from our team’s expansion to our partnerships and technology development. In this blog, Will Bayne, Sitka’s CEO, shares his reflections on what has been a pivotal year.
From startup to thriving business
One of our most significant milestones this year has been the transition from a startup to a thriving business. Our team has expanded with four new members, and watching everybody take ownership and deliver confidently has been inspiring. But it’s not just about the growth in numbers; it’s about the maturity in how we operate.
Gone are the days of ad-hoc practices during our early stages, and those – sometimes hard – lessons have paved the way for the refined systems and resilient processes we rely on today. We now have established ways of working, dedicated resources, and reliable systems that allow us to operate smoothly. This transition is a testament to the team’s dedication and the solid foundations and relationships we’ve built.
We have such a fantastic network in our partners and customers, and watching that grow has been a personal highlight for me.
Another key moment was proving our revenue-generation model with a long-standing customer. We’ve gone from being a direct cost to actively supporting them in generating enough revenue to not only neutralise their contract cost, but also generate a profit. Seeing this success has been game-changing, and we’re excited to replicate it across our customer base.
Raising the bar
The development of our technology over the past year has been incredible. We’ve added new features such as appointment scheduling, expanded our lead capture functionality, and elevated our standards across the board.
Our product is now more reliable, user-friendly, and market-ready than ever before.
We hired a dedicated UX/UI designer to take our product interface to the next level, who has completed a full UI refresh of our app and exhibitor portal and new ways to present data-driven insights to organisers. We’re delivering solutions faster, with app build times reduced from weeks to days. This allows us to cater to multiple events simultaneously, which is a giant leap forward.
This year also marked a bold step forward as we unveiled our rebrand, reflecting a new look and our vision for the future. Our fresh identity mirrors the innovation, quality, and vision that make us who we are – from our new logo and website to the refined user experience of our platform; every detail reinforces our mission to make events smarter and more engaging.
The power of partnerships
The growth of our strategic partnerships has been another highlight, for example, our partnerships with FFAIR, ADITUS, and ASP. What sets these partnerships apart is their depth and mutual value – they’re meaningful relationships where all parties genuinely want to work together to deliver unified experiences for organisers without adding to their workloads. Having shared goals and streamlined workflows makes this possible. Our partners recognise the value we bring, and we’re equally impressed by their abilities.
2025 holds exciting opportunities
My happiness, excitement, and pride have come from the momentum and personal growth our team has had, and the journey we’re on is admirable. As we head into another year, I’m excited to see how we’ll continue to build on this.
To everyone in the Sitka team, our customers, and our partners: thank you for being part of our journey. Here’s to continued success in 2025!
This year has shown me that our growth isn't just about doing more - it's about doing better.
My happiness, excitement, and pride have come from the momentum and personal growth our team has had, and the journey we’re on is admirable. As we head into another year, I’m excited to see how we’ll continue to build on this.
To everyone in the Sitka team, our customers, and our partners: thank you for being part of our journey. Here’s to continued success in 2025!
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