More than a decade ago, I attended a business-building competition called Startup Weekend. There, I met some like-minded people, and together, we won the event. That win led to more than just a trophy—it sparked a friendship and a passion for building, creating, and problem-solving.
This was during the early days of the no-code revolution, a time when non-developers like us could create incredible things with just a few smart connections. So much so that people often assumed I was a software developer. But here’s the truth—I wasn’t. I was simply good at connecting tools to make something that, on the surface, looked like a polished, functioning app or system. Behind the scenes? It was all about piecing together different tools to form a cohesive whole.
For years, we met every weekend and built over 250 projects. Some of those projects thrived, while others never made it off the ground. Quite a few, though, got us cease-and-desist letters from some very large US and Australian media companies, eCommerce giants, and marketplaces (ask me about it one day). But the takeaway from those weekends was clear—we had developed a knack for seeing how different no-code tools could come together to solve real problems. We were at the forefront of the no-code movement, long before it became the buzzword it is today.
Eventually, we formalised our efforts and founded That Startup Company, a venture studio dedicated to building apps and tools using no-code solutions. We didn’t stop there. We started running workshops at local startup events, coworking spaces, universities, and student entrepreneurship societies, teaching people how to build minimum viable products (MVPs) without writing a single line of code. Over the years, we presented to over 2,000 people in more than 40 workshops, showing them how to turn ideas into reality without needing a developer’s skill set.
As we gained more exposure, businesses started reaching out, asking if we could apply those same techniques to streamline their operations. They wanted to know if we could connect their CRMs to their Facebook ads, automate their website integrations, or even link their payroll systems. This marked a turning point for us. We realised there was a massive demand for automation as businesses were adopting cloud apps but struggling to make them work together seamlessly. That’s where we came in.
Our early client work included automating things like:
- Delivering fully qualified and timely leads through sales automation
- B2C and B2B sales automation, inbound and outbound
- Automating invoice creation for consultants and eCommerce stores
- Streamlining timesheet entry from various cloud-based management tools
- Developing Know Your Customer (KYC) forms via SMS
- Creating one source of truth for data with four-way syncs
- Automating document creation and management
In mid-2018, something incredible happened. Zapier, the no-code tool we had been using for years to build our projects, reached out to us. They had noticed our work and asked if we wanted to become one of the very first Zapier Certified Experts. It was a game-changer. Since then, we’ve helped nearly 200 clients—from large telcos and eCommerce stores to education providers, builders, designers, accountants, and more—automate and streamline their businesses.
As time went on, something became clear. We all got a bit older, started working full-time corporate jobs, and eventually, I became an Operating Partner at an investment group. I took all the skills I’d developed growing our businesses and applied them to help other companies grow, scale, and automate. This broadened my skill set, and I started focusing on data, metrics, and using AI as another tool to support businesses. I became the go-to Interim General Manager when businesses needed help or were just purchased.
In 2024, after nine years with that group, I decided to step away and return to That Startup Company. It was a pivotal moment. The name That Startup Company had served us well in the beginning, but it no longer reflected what we were truly about. Our focus had shifted to automation, and the name didn’t align with the value we were delivering. Repeating the story of That Startup Company felt tied to the past, rather than reflecting where we were heading.
So, in late 2024, we made the decision to rebrand. We transformed from That Startup Company into That Automation Agency. The new name directly reflects what we do and who we are, while still acknowledging our origins. Our mission hasn’t changed—we’re still committed to helping businesses give their time back by removing the busywork and helping them scale. But now, with a name that makes it clear what our expertise truly is: automation.
We’re laser-focused on helping businesses work as efficiently as possible. Our goal is to support teams in getting a better return on the time they invest, whether it’s through automating processes or creating a streamlined workflow. The core focus of That Automation Agency is to help you achieve the highest return on time invested into any task—giving you the space to focus on what really matters.
