WebuildproductionsoftwarewithAI
From MVPs and AI agents to operations systems running in production. Our back-of-house ERP runs in daily production at AYANA Resort Bali.
Trusted by
Proof
Software that runs in production
We are judged by what ships and stays in daily use, not by pitch decks.
AYANA Resort Bali
A multi-module back-of-house ERP in daily production. It covers purchase requisitions, purchase orders, central kitchen, inventory, and partner management, integrated with SAP, Opera, and Simphony POS.
Swiss-Belhotel International
Native guest mobile apps for an international hotel group, built for both Android and iOS. We brought the booking and stay experience onto the phone for guests across the group.
Teams building with Etalas
For operators
Operations software, proven before you scale
We embed a squad inside your team, prove value with a pilot, then roll out only when the numbers hold up.
Talk to us about operationsEmbedded squad
Our engineers work as an extension of your team, on Slack and in your standups.
Pilot in about two weeks
We build a working pilot and measure it against metrics we agree on up front.
Decision gate
You review the results. We move to production rollout only when value is proven.
You own everything
Every deliverable and all code is yours on payment. No long-term lock-in beyond the pilot.
How we
build
Four delivery modes, matched to your scale and stage. We pick the fastest path that still gives you software you can own and extend.
For mid to enterprise scale. At least a quarter of the code is written by AI and the work is test-driven. You get the speed of AI while keeping the power of fully custom code.
Powered by modern tech
Pricing.
Clear pricing for founders. Operations engagements are scoped after a short diagnostic, so you pay for what your operation actually needs.
One Time MVP
From concept to launch in 2 weeks. Validated and ready for market.
Pause or cancel anytime
Get Started Today- Functional MVP in 2 weeks
- Database + API integrations
- User authentication & onboarding
- Product design components
- Communication via Slack
- Weekly progress updates
Bi-Weekly Sprints
Continuous iteration and development for growing products.
Pause or cancel anytime
Book A Call- AI developer team
- Unlimited revisions
- Product strategy & roadmap
- Integrations & API's
- Communication via Slack
- Weekly progress updates
Book a diagnostic
We scope, size, and price after a short operations diagnostic. Your engagement reflects what your operation actually needs, not a generic rate card.
- Embedded squad in your team
- Operations diagnostic included
- Custom scope and pricing
- SAP, Opera, POS integrations
- Decision gate before rollout
- You own all code and deliverables
Get started
Tell us about your project
Share a few details and we will get back to you within one business day. No obligation, no hard sell.
What happens next
- We read your project and reply within one business day.
- We book a 15-minute call to understand the goal.
- You get a clear scope, timeline, and price.
The Team
Led by veterans with extensive experience in unicorns and enterprise tech.
From unicorns to early-stage startups, our team has built it all.
Founding Team
Dharma Utomo
Co-Founder & CEO
Product and startup builder with experience across fintech, enterprise software, and operational products. Part of the early founding team at Veritrans/Midtrans, later joined GoTo, and previously co-founded the company behind Selly Keyboard, Prism, and Coral, which was acquired by Midtrans. Leads Etalas in building practical AI-native solutions for businesses.
Pandu Hartanto
Co-Founder & CTO
Helps founders build impactful businesses with deep expertise in product management. Background includes bootstrapping SaaS, growing Veritrans into Indonesia's leading payment gateway, and developing business tools at Gojek.
Andreas Fendri Sugiarto
Co-Founder & CPO
A product leader with over a decade of experience. Co-founded Coral (acquired by Midtrans), Prism, and Selly Keyboard. Specializes in vibe coding, using AI to craft practical products.
The Builders
Dina
Product Manager
Ex-Accenture PM. Ensures product vision aligns with strategic business goals through rigorous planning and execution.
Hanif
Tech Lead
Ex-Revido. Leading engineering excellence and technical decision-making for complex systems.
Rifqy
Senior Fullstack Product Engineer
Building scalable, high-performance applications with deep expertise in modern full-stack architectures.
Rois
Senior Fullstack Product Engineer
Specialist in robust backend systems and seamless frontend integrations for enterprise-grade products.
Delia
Fullstack Product Engineer
Turning complex requirements into clean, maintainable code across the entire technology stack.
Thufail
Fullstack Product Engineer
Passionate about creating efficient digital solutions with a focus on user-centric development.
Hilmi
Fullstack Product Engineer
Delivering end-to-end features with a strong emphasis on code quality and performance.
Bagas
Frontend Product Engineer
Crafting pixel-perfect, responsive, and accessible user interfaces that delight users.
Prima
Frontend Product Engineer
Focused on frontend architecture and delivering smooth, high-performance web experiences.
Aziz
UI/UX Designer
Designing intuitive and aesthetically pleasing digital experiences that solve real user problems.
Questions?
Answers.
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