Our Story

We believe in two things to our core. That business people should be empowered to drive digital transformation, and that continuous improvement (taking an iterative and Lean approach) will always win the day.

We love that by just making a 1% improvement every day after a year that's almost a 38x return! Imagine if you could have a 38x improvement in anything? Efficiency, revenue, lead generation - yes please!

Our promise is that we will do everything we can to help you make those fine tunings to give you the results you are looking for!

Softborne's story

Boja (Founder and CEO) started Softborne Technology Solutions in 2016, initially as an offshore development centre to build and implement products for enterprises.

Boombirds' story

Boombirds, Softborne's flagship product, was founded in November 2017 by Boja, born out of a previous frustration as a small business owner himself. Boja wanted to help SME leaders to reduce the noise in their operations, allowing them to focus on business growth.

Having seen the benefits of Lean in software development, Boja wanted to bring these game-changing tools to businesses not previously exposed to it, by embedding Lean-based methodologies into the design of Boombirds. The MVP was successfully launched in November 2019, with the aim to help leaders to subconsciously reap the rewards of Lean themselves.

Since June 2020, we are now 100% focused on Boombirds and are serving customers from the Middle East (United Arab Emirates), South East Asia (Malaysia, Indonesia, Singapore, India), Australia and Africa.

Customers who love using Boombirds

Our Mission

  • Our bold ambition is to help 10,000 businesses in the next five years. We know SMEs are underserved… at this time of global crisis our aim is to offer the most value by transforming their manual processes to achieve operational excellence and business growth.

  • With remote work here to stay it's really intensified the need for leaders to be confident that their people are working on the right things, at the right time and following the right procedures, giving them the tools they need to give them back their time to work on growing the business, instead of dealing with day-to-day noise.

  • We don't just work with SMEs, we're also honoured to work with larger companies and know all too well that for enterprise outside of the "core" business operations there are many areas still relying on spreadsheets and emails in place of organised processes.

Our Values

  • Challenge the status quo

    "The manager accepts the status quo, the leader challenges it!"

    Warren Bennis

    Our journey is one of change and transformation and we know standing still never helped anyone.

  • It's all about discovery

    "A problem well defined is half-solved"

    Charles Kettering

    Before you can make any improvements you need to know the lay of the land. Only then can you determine the best steps to take

  • Be in the 1% club

    "Continuous improvement is better than delayed perfection!"

    Mark Twain

    Something we believe with all our heart, by making small improvements every day you will see massive gains!

  • Success = Execution

    "To me, ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions"

    Steve Jobs

    Some call it work ethic, others discipline or execution. No matter what you name it we ask everyone to play their hardest game and overdeliver whether in the development, sales, marketing, customer success or executive team.

  • Play to your strengths

    "Let the eagles fly, the fish swim; we don't want a school of average ducks!"

    George Reavis

    The animal school fable teaches us to focus on developing our strengths - not our weaknesses. So it’s not just about skill but also passion ensuring the right people are assigned for the right job.

The Leadership Team

Bojarajan Pasupathy, Founder

To bring his vision to life Boja knew that he needed a passionate, trusted and experienced leadership team with him on this exciting journey.

Boja, in his past career, has worked and shared major success stories, with Danny and Jon. He believes that his strong relationships with each, combined with their respective extensive experience, wide network, and passion to succeed are the perfect ingredients to build the next leading-edge SaaS product company.

Danny Lim, Co-Founder

In 2000, Boja and Danny first met in Singapore, spending six years together as colleagues in an e-learning startup, developing and implementing the product into many clients locally and throughout South East Asia. With the plan to bootstrap Boombirds' MVP development they partnered together to provide product implementation services to enterprises in Singapore and Malaysia. Now with Boombirds in market Danny heads up strategic partnerships in South East Asia.

Danny Lim, Co-Founder

Boja and Jon first met in Singapore in 2009 as colleagues at International SOS, spending more than 3 years running a multi-award-winning global program across 20 operational centres. Travelling across the globe, for the program, they built incredible trust and a successful working relationship. Both having a shared belief in continuous improvement, Lean and a passion to help people solve problems with technology.

With their 60+ years combined experience in running strategic products (Boja), services (Danny) and operations-driven (Jon) projects throughout the world, the team has now embarked on the journey to digitally transform operations for companies of any size.

Boja having left Singapore, is now based in Chennai (India) while Jon has now settled in Queensland (Australia) and Danny is based in Singapore with regular travel to his home country (Malaysia).
Boombirds is founded by our award-winning Leadership Team
Annual CIO 100 Award for Business Innovation

Annual CIO 100 Award for Business Innovation (2013)

Chosen by an Independent panel of judges as one of the five most successful organisations from the prestigious CIO 100 index.

International Contact Centre Awards

Most Innovative Productivity Solution in a Contact Centre (Silver)

Join Us

We are privileged to also have a bunch of passionate people crazy enough to join us in our mission dedicated to waking up every morning and solving problems for our customers.

If you want to be one then drop an email to join@softborne.com

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