Running a 20-person software company

Shape Up, incident management, OKRs, a sales pipeline, purchase requests and a content calendar: the whole company in one connected setup.

softwarefor a teamv2

Shape Up

Fixed time, flexible scope, no backlog. For a product team of five to fifty. Basecamp's way of building software, set up so the rules enforce themselves.

Updated Oct 23, 2026 · 1 source

softwarefor a teamv2

Incident management

Declared in one step, run by one commander, told to customers on a clock, and closed only when the fixes are done. For a SaaS engineering team with someone on call. An outage handled from the first page to the last action item, built on PagerDuty's response guide.

Updated Oct 23, 2026 · 2 sources

managementfor a companyv1

OKRs

Everyone knows the few things that matter this quarter, and whether they're moving. For a company of twenty to two hundred people in several teams. John Doerr's Objectives and Key Results, set up so every team objective shows under the company objective it serves and the weekly check in is a record, not a memory.

Updated Oct 23, 2026 · 3 sources

salesfor a teamv1

Sales pipeline

Every open deal has a next step, a number and a date, and the team looks at all of them every Monday. For the sales team of a small SaaS company, from a founder who sells to ten reps. A B2B pipeline from the first inbound or outbound lead to a signature or a lost reason.

Updated Oct 23, 2026 · 3 sources

financefor a companyv1

Purchase requests

Every purchase gets a yes from whoever owns the money, finance pays only vendors it has checked, and each department sees what it has already committed this quarter. For a company of about 200 people: how it asks for, approves and pays for things, without a spreadsheet and a chain of emails.

Updated Oct 23, 2026 · 3 sources

marketingfor a teamv3

Content calendar

Know what goes out, when, and who's writing it. For a marketing team of two to ten. One place for every blog post, newsletter and social post, from the first idea to the published link, with campaigns to see whether a launch is on track.

Updated Oct 23, 2026 · 3 sources