A vertical-ERP studio, based in Dubai.
We build custom operating systems for service businesses — one industry at a time, two weeks from brief to live.
Service businesses run on duct tape and grit.
Every pool company, dental clinic, salon, driving school and property operator we sat with runs the same way: WhatsApp threads for enquiries, Excel for invoicing, a notebook in the van for the day's work, and three or four separate SaaS tools that never quite talk to each other.
It works — until volume grows and admin starts eating margin. Then comes the panic shop: more SaaS, more dashboards, more login screens, a per-seat invoice that doesn't quite scale, and a custom build quote north of six figures that nobody can stomach.
There's a better path. AI made it possible to build vertical ERP for small operators in weeks instead of years, at a monthly fee that pays for itself in replaced SaaS alone. We picked one industry, learned it cold, shipped the platform — then did it again for the next vertical. And again.
Ordana Labs is the studio that came out of it. Four-week builds, one monthly fee, AI woven into every workflow, and a platform shaped around how your business actually runs. No per-seat licence, no six-figure migration project, no enterprise sales engineer. Just the team that builds and runs it for you.
Dubai
Studio HQ
20+
Industry verticals scoped
2 wk
Brief to live platform
EN / AR
Bilingual operator UI
Five principles we keep coming back to.
Opinions are free. These are the ones we've earned the hard way — and the ones we'd defend on a Monday morning over a coffee.
Build for the operator, not the buyer.
The person doing the work every day is the one whose life the software changes. Everything else flows from that.
— Studio principle
One vertical at a time, deep, not wide.
Generic CRMs and generic ERPs are a tax on every service business. We pick one industry, learn it cold, and ship the platform it actually needs.
— Studio principle
AI is plumbing, not a chat widget.
Models route, draft, triage and act inside the workflow. The customer-facing chatbot is the least interesting thing AI can do.
— Studio principle
Ship in week one.
If the core isn't live after the first week, the project is already off the rails. We don't phase like a normal agency — we phase like a product team.
— Studio principle
No per-seat licence. No hidden meters.
One monthly retainer covers the build, the running, the AI usage and the care. You add operators without re-pricing, and the platform keeps evolving with your business — that's what the retainer is for.
— Studio principle
Small studio, opinionated.
Dirk de Wit
Founder · Dubai
Twenty years across product, operations and aviation. Started Ordana Labs after watching the same broken stack at every service business — and realising AI had quietly made vertical ERP buildable for the operators who needed it most.
Reachable directly at [email protected] or on WhatsApp.
The wider studio — engineering, design, implementation — is what we're hiring for right now. See open roles →
Want to see what we'd build for you?
Thirty minutes, no deck. We map your operations, identify the highest-leverage automations, and tell you straight whether we can help — or not.