Endla GTM brain

category

market profile

• text: Upstream operators must bring well, pipeline and production data together to improve asset decisions.
• text: Well planning tools compete across trajectory design, engineering simulation and economic optimization.

personas

• title: Well design engineering manager
  pains:

  • Comparing well design options against economic and physical constraints takes engineering time.
  • Manual workflows make it difficult to evaluate enough alternatives.
• title: Production or pipeline engineering lead
  pains:

  • GIS, production historians and well data are scattered across systems.
  • Network models and exception reviews become labor-intensive to maintain.
• title: Digital transformation leader
  pains:

  • Prototypes fail to become reliable operational workflows.
  • Teams need governance without waiting for a multiyear platform program.

icp

• text: Oil and gas operators with substantial well, pipeline or production assets and in-house engineering teams.
• text: Publicly listed upstream companies with recurring well design and operational decisions are a demonstrated target segment.

message pillars

• text: Connect fragmented engineering data and expert workflows to increase asset value.
• text: Start with a single valuable workflow and expand as value is proven.
• text: Automate design work to reduce engineering turnaround.

objections

• objection: Integration will require a long transformation project.
  response: Propose a bounded pilot around one decision and only the systems needed for it.
• objection: Our engineers need to trust the model and retain control.
  response: Demonstrate reviewable outputs, constraints and user-defined logic with their own engineers.

competitors

• name: SLB
  why: DrillPlan and related software support well planning and engineering.
• name: Oliasoft
  why: WellDesign supports well planning and engineering calculations.
• name: Novi Labs
  website: https://novilabs.com/faq/what-are-the-top-rated-well-planning-and-optimization-tools
  why: Forecasts production and economics for well development and completion scenarios.

keywords

• well design optimization software
• oil and gas well planning
• pipeline network modelling
• production surveillance software
• well economics optimization
• engineering digital twin

voice

• Engineering-led and concrete
• Outcome-focused
• Pragmatic about incremental deployment

signals

• text: An operator is modernizing GIS, well databases or production historian workflows.
• text: Engineering teams are struggling with manual calculations or stale network models.

stack

• WellView
• OpenWells
• ArcGIS
• PI historian

hiring

• Forward Deployed Engineer
• Backend Software Engineer (Python)
• Frontend Software Engineer (React)

pricing

motion

channels

• LinkedIn
• customer stories
• website

confidence

Founders

• name: Riley O'Donnell
  title: Founder
  role: Founder
  bio: I worked in industry as a process engineer and built internal software to help my team do its job at both ExxonMobil and Santos. I saw the benefit of the software first hand, however, I also saw that these organisations were unable to maintain it long term. I'm passionate about combining engineer and software skill sets to address these shortcomings and help move the traditional engineering sector forwards.
• name: Michael Moore
  title: Founder
  role: Founder
  bio: I’m a software specialist with a strong software architecture and mathematics background. Before Endla I consulted on software and infrastructure architecture design to solve pressing problems for businesses of all sizes. Through this I have seen many ways which software fails and how to avoid these issues. I cofounded Endla with Riley to solve a class of problems in a high value and underserviced industry, bringing the energy industry forward.