DNAI Engineering
Scaling before the AI era · Fintech · under NDA · 3.5 months

A 120-person crypto exchange: net profit from $4M to $9M a month in 3.5 months

The case of a crypto exchange where 120 employees worked without an org structure, job descriptions or clear areas of responsibility. In three and a half months we introduced an org chart and metrics for every role and built recruiting and marketing teams — net profit grew from $4M to $9M a month. The company’s name is covered by a non-disclosure agreement.

Published · Breakdown by Anton Ro Baten

Case at a glance

Company
Crypto exchange, fintech · under NDA
Scale
120 employees
Request
Bring order to management: roles, results, hiring, marketing
Timeline
3.5 months
Status
Project completed
  • $4M → $9M
    net profit a month
  • 3.5 mo
    from chaos to a managed organization
  • 120
    employees — an org chart and KPIs for every role
  • 2 wk
    to fill a vacancy once recruiting was launched

Point A: where they started

  • 120 employees without a management system.
  • No clarity on who handles their duties and how; no job descriptions.
  • Chaos in business processes: no clear areas of responsibility, roles or end results.
  • No recruiting and onboarding team, no head of marketing.

What we did

  1. An org chart for 120 people

    Functions and hierarchy; target end results agreed with every employee.

  2. Metrics for every role

    KPIs for every position and every employee.

  3. Business processes

    Processes were built; the company parted ways with employees who did not deliver results.

  4. A recruiting and onboarding team

    Launched from zero and documented; the missing people were hired, vacancies now get filled in two weeks.

  5. Marketing

    A new head of marketing proposed and delivered a customer acquisition strategy — from chaotic marketing to cohort-based.

Point B: results

MetricResult
Net profit$4M a month → $9M a month · ×2.25
Org structurenone → an org chart for 120 employees, roles and end results
MetricsKPIs for every role
Recruitingnone → launched, vacancies filled in 2 weeks
Marketingchaotic, no head → cohort-based, with an acquisition strategy

Takeaways for your business

  1. When every employee has an agreed end result, you can see who carries the company and who doesn’t.
  2. A recruiting team is a growth tool: without it, missing roles take months to fill.
  3. Fast restructuring is possible: from chaos to a managed organization in one quarter.

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