January 2026

Hello friends!

Happy New Year. January was about planning, hiring, and building the sales engine. As 2025 wrapped up, Jason, Daniel and I aligned on 2026 goals: scale our customer base, grow revenue processed through Deviceflow, and expand the automation use cases our customers already rely on daily.

TL;DR:

1. First non-founder hire — Eduardo joined as front-end engineer, ramped fast, freeing me to go full-time on GTM
2. Accepted into the Oregon AI Accelerator
3. GTM engine live — 36 meetings booked in our first month of outbound, tons of learning, with a clear signal: case-to-cash automation is the message that opens doors
4. Shipped 163 pull requests in January

How You Can Help

1. Manufacturer Introductions — Targeting SMB (sub-200 employee) orthopedic manufacturers. Warm intros to commercial ops or leadership would be huge.
2. Customer Success Hire — As we scale deployments, I need someone working alongside me on customer onboarding. Medtech ops experience + early-stage comfort is the profile.
3. Product Manager — Our automation surface area is expanding faster than I can spec it alone. Medtech domain experience is a big plus.

By the Numbers

Cash in the bank: $1.35M

Burn: $50k / mo

Runway: 22 months

Pipeline: 18accounts

We have deployment revenue ramping from our manufacturer network (130+ reps across 16 agencies went live in December), active expansion conversations with existing customers, and a pipeline that's building weekly.

The path from $120k ARR by end of Q1 runs through converting accounts already in conversations and onboarding new manufacturers onto the platform.

February targets: +$36k ARR, +5 new companies in pipeline
​Q1 targets: $120k ARR, +25 companies in pipeline

Team & Momentum

We kicked off the year with our first offsite — Daniel flew in from Hawaii, and we spent four days at Jason's mapping the first half of 2026 across product, hiring, and GTM.

The bigger milestone: Eduardo, our first non-founder full-time employee, joined as a dedicated front-end engineer. He ramped quickly, and his contributions have let me step away from day-to-day development and shift full-time to GTM — the right founder allocation heading into AAOS season.

We were also accepted into the Oregon AI Accelerator, adding another community and resource as we scale.

Existing Customer Momentum

Worth grounding this update in where we ended 2025, since these proof points are driving our 2026 sales conversations:

• $1.5M+ in revenue processed through Deviceflow in December & January alone — real POs, real inventory movements, real billing across our manufacturer network, accelerating from ~$600k in December!
• $1.5M in inventory cost recovered for a major distributor, with 80% variance reduction
• 130+ sales reps across 16 agencies live on the platform, processing orders daily
• AI PO automation in production — handling bill-only and stocking orders without human intervention

Our users & customers are relying on Deviceflow for daily operations. Now the question is how fast we can bring on new customers.

GTM — What's Converting

We stood up our outbound engine in January — US-based BDR team targeting medical device manufacturers.

First month results:

Prospect breakdown by function:

• Operations: 2,214 (74%)
• Commercial: 574 (19%)
• Financial: 165 (6%)

By company size:

• SMB (1-200 employees): 1,008
• Mid-Market (201-1K): 470
• Enterprise (1K+): 1,288

This is month one — we're establishing baselines and iterating weekly on messaging, targeting, and call scripts. Our ICP is SMB manufacturers under 200 employees, where we're seeing the fastest path to decision-makers. We're deliberately casting wide across functions and company sizes to learn which persona and segment converts best.

The clearest signal so far: case-to-cash automation is the message that resonates. Inventory management is too commoditized — every company has some version of it. When we shift the conversation to automating the lifecycle from case scheduling through invoicing and PO processing, the response changes. That's where the pain is acute and where our AI automation is differentiated.

Learning: Inventory management remains core to what we do, but it's a capability inside the platform, not the headline. We're updating our website and materials to lead with case-to-cash.

Product Development

163 pull requests in January, even with the offsite. Eduardo's contributions are already compounding our velocity. Key focus areas:

• Returns workflow — streamlining field returns, which also lays the foundation for expiry management and Medical Device Reporting (MDR) features
• Inbox — our email-based automation entry point becoming a first-class product feature
• Invoicing Automation + QuickBooks Integration — completing the case-to-cash loop so manufacturers can go from case to payment without leaving Deviceflow

Looking Ahead

AAOS 2026 is in New Orleans in March. We'll be there with multiple case studies — the $1.5M inventory recovery story and our PO automation results — a more polished product, and months of customer learnings. Between now and then, we're targeting 2-3 touches to every exhibitor in our segment (mid-February, we’re nearly there!).

As a vertical software company, we live and die by how deeply we understand our customers' world. In medtech, that means understanding not just manufacturers (our buyers), but distributors (our users) and sales reps (the people in the field). We sell to manufacturers, but distributors are our primary users — and if the product isn't used, it won't be valuable. That insight shapes everything we build.

2025 validated the product and the model. 2026 is about scaling the sales motion to match.

Best,

Anatoly, Dan & Jason

Team Deviceflow

​
​
​

You're getting this email because you're a friend or a colleague - we respect your time and appreciate your support! If you don't want to receive any more of these messages, simply unsubscribe at the bottom of the email. Otherwise, thanks for staying!