Companies founded, led and invested by Toni Guitart Ventura. Over two decades of technology entrepreneurship with two exits and an active investment portfolio.
Software and technology consulting firm founded by Toni Guitart in 2007 and led for 15 years. DMS served two very different types of client: large public-sector organisations and SMEs.
On the enterprise side, I worked as an Informix DBA for clients including the CNMV (Spain's securities regulator) and Sergas (Galician Health Service), managing mission-critical databases with high availability and security requirements. In parallel, DMS provided end-to-end support to SMEs: infrastructure, business management software, and innovation and process improvement consulting.
In 2022, DMS was acquired by Soctic, culminating 15 years of work and a consolidated client base across multiple sectors.
Client relationships are the most important asset of a consulting firm.
Scaling a services business requires systematising knowledge and culture.
Technology changes, but the customer's job (solving business problems) always stays the same.
All-in-one B2B SaaS for SME business management in Spain: invoicing, CRM and project management. Billage was one of the first all-in-one platforms in the Spanish market focused exclusively on small and medium businesses.
The job we solved was specific: having the business in order. Giving freelancers and SMEs a single place to manage their invoicing, clients and projects — without needing a back-office team or an enterprise ERP.
We built strategic partnerships that validated the product: Billage was the exclusive e-invoicing tool inside Orange's Kit Digital programme, we integrated with Indra for banking solutions, we were the first invoicing software in Spain to execute bank transfers directly through the Banco Santander API, and we were Qonto's first invoicing partner in Spain.
In 2020, Billage was acquired by Oakley Capital, one of Europe's leading private equity funds specialising in technology.
In SaaS, retention is king. Without Big Hire (real adoption), churn destroys any growth metric.
The SME market has very different jobs from enterprise. Confusing them leads to a product that serves neither well.
Buyer and user are often different people in B2B. You need to solve the job for both.
Plain automates shift scheduling with AI. Full stop. HR managers in hospitals, hotels, manufacturing and retail stop losing hours in Excel and start generating the perfect plan in minutes — with every constraint solved: labour agreements, availability, rest periods, team preferences.
The problem wasn't a lack of software. It was that no existing software could truly automate the task. Plain closes that gap with AI algorithms that understand the real complexity of scheduling and an interface so simple any manager masters it in 10 minutes.
The founding team brings 18 years of experience implementing scheduling projects in complex environments. They are not consultants — they are sector experts who built the tool they themselves needed. Plain is exactly the kind of company I invest in: founders who know the job better than anyone, a real gap between what exists and what's possible, and traction that validates it.
The founder knows exactly what job customers hire their product for.
The market has outcomes with high ODI scores: much to improve where it matters most.
Customers don't just buy (Little Hire). They use, renew and recommend (Big Hire).
Recurring revenue, enterprise market, upsell/cross-sell expansion potential.
After selling DMS in 2022, I founded Venturae as a dual vehicle: an innovation consultancy based on JTBD and ODI for companies that want to know exactly what to build, and direct investment in SaaS B2B startups where founders understand their customers job better than anyone.
On the consulting side, I work with product teams, executives and founders to apply Jobs To Be Done and Outcome-Driven Innovation to real decisions: what to launch, what to improve, what to drop. On the investment side, I look for pre-seed and seed startups with a well-defined job, measurable underserved outcomes and a founding team that has lived the problem from the inside.
I help companies discover what to build using JTBD and ODI: outcome interviews, quantitative prioritisation and roadmaps based on real customer data.
I invest at pre-seed and seed in SaaS B2B startups where the founder deeply understands their customers job and the market has clearly underserved outcomes.