On the stage Growyze

We are starting the presentation of cluster members.

Today on stage is the company (startup) Growyze.

Growyze was founded in London in 2020 with the aim of developing and implementing on the market software application (SaaS) for controlling and optimizing inventory for the restaurant and hotel business. The business idea is motivated by the fact that this sector loses 3-5% of its revenue due to poor inventory management.

Using such a system leads to rationalization of inventory management and reduction of waste and costs. The founders of Growyze are Kati Hristova (CEO), Adi Dimitrova и Zachary Ivanov (CTO).

Kati has experience and direct observations of the hospitality business in London, Adi has experience in marketing and project management, and Zachary is a software engineer. The needs study, competition analysis, and prototype testing took place in the period 2021-2023, when the entrepreneurs manage to attract seed capital from business angels.

The market

The global market is large, complex and highly attractive. Approximately 43% of small businesses track and manage their inventory manually, with 14% using pen and paper and 21% relying on spreadsheets such as Excel. There are over 18 million potential customers globally, with an estimated value of £23 billion. Growyze intends to focus on scaling first in the UK to ensure the most effective use of investment and ensure a cash flow generating situation. By focusing and investing to scale the business, the owners believe that they can achieve a 10% market share of the UK market, which is worth £665 million, over the next 5 years. Once this position is achieved, Growyze will develop a plan to enter the European market (7.3 million locations with a projected market value of £9.6 billion) and the US (3.2 million locations with a projected market value of £4.2 billion). The opportunity is for a 9-figure business delivering software systems, consulting services and data, long term.

The inventory management software market is growing at a 9.5% CAGR and is expected to double by 2030, showing strong demand in industries such as hospitality, retail and healthcare. For Growyze, this means an expanding customer base as more businesses realize the need to optimize inventory. In the hospitality industry, rising costs, inflation and supply chain issues are driving the need for effective inventory control. Businesses lose billions annually to theft, waste and errors, making streamlined solutions essential. Growyze is ideally positioned to meet this demand with a user-friendly, scalable product at a time when cost efficiency and operational control are more critical than ever.

Growyze's target market is the segment consisting of hospitality SMEs that manage 3-19 and 20-100 properties/seats. These businesses need specific, cost-effective tools rather than the extensive, expensive ERP infrastructure.

The business model

Growyze sells an annual license (billed monthly or annually), which depends on the number of users (properties). What does Growyze offer its clients? 1) speed and simplicity - it is designed for quick implementation and ease of use, serving hospitality businesses that need solutions without the complexity and extended lead times associated with ERP systems; 2) integration with existing systems - it integrates seamlessly with leading accounting systems (e.g. Sage, Xero) and POS platforms. This ensures that companies can maintain their current technology set-up, while improving operational efficiency and accuracy in their inventory control processes; value-added services over time: the platform is designed to grow with its clients, offering additional services and insights over time to improve decision-making and operational efficiency.

The competition

The hospitality inventory management software market is highly competitive, with multiple players offering a variety of features and capabilities. In the UK, the focus is on customized solutions, sustainability and integration with existing systems. Globally, the market is characterized by technological innovations based on cloud solutions and the introduction of AI/ML. There are four trends in creating a competitive advantage: 1) Integration with POS systems for a seamless data flow; 2) Use of AI and machine learning; 3) Mobile accessibility and 4) Focus on sustainability and waste reduction. All of these trends are already integrated into the Growyze product, although their development is constantly ongoing.

Three main features are on the base of Growyze's competitive advantage:

1. Focus on simplicity, accuracy and user experience. While many competitors offer complex, cumbersome systems that require extensive training, Growyze provides an intuitive, easy-to-use platform that any team member can learn quickly, reducing onboarding time and the potential for human error.
2. Line-by-line invoice validation. This is a game-changer, catching profit leakage and discrepancies that other solutions often miss. This implemented feature is superior to those offered by competitors because it focuses on digitizing and scanning invoices and using a dedicated member of staff to check each invoice line-by-line, comparing it to orders and deliveries. Such a solution enables the customer to immediately reduce waste and control costs.
3. Pricing related to the business model. Growyze offers more value for money than most competitors. Despite offering advanced features, it is the most affordable solution on the UK market for its target customers - hospitality businesses with multiple sites. Businesses of all sizes are buying high-quality inventory control without the complexity and cost of over-engineered systems.

The results achieved

The company started generating revenue only in 2023. Since its launch in January 2023, by mid-2025, 75 customers with 135 retail outlets have already been attracted. Among the customers are brands such as Holiday Inn, Ramada, Ibis, Brickwood, Whistle Punks, Doghnut Time, Mayfair Chippy, Your Apartment. The numbers are constantly growing, which makes operational work difficult due to the lack of staff. An average of 20% monthly sales growth has been reported since the launch and one of the reasons for this growth is the good partnerships / integrations created with POS & Accounting systems such as Square, Clover, Xero, Sage and others. The current average subscription value per retail outlet per year in 2025 is around £1350. Breakeven is expected to be achieved in 2026, when the number of users (retail outlets) will double to reach 270.

The future

To ensure the company's growth over the next 3-5 years, Growyze's owners need to raise capital in the amount of £2 - 5 million, which will be directed towards the maintenance and development of the software, the expansion of the team and ensuring market growth.

Specifically, the funds should be used for:

• scaling sales and marketing efforts to accelerate customer acquisition and increase market penetration first in the UK and later globally. Sales forecasts for 2030 are £2.0-2.3 million (pessimistic scenario) and £12-15 million (optimistic scenario).
• product development, with a focus on introducing new AI-driven features, further automating inventory control processes, improving predictive analytics and increasing customer operational efficiency. In addition, there is a need for enterprise-class upgrades to strengthen management capabilities and refine the platform architecture, ensuring sales scalability, security and seamless integration for larger multi-site operations.
• growing the team, especially in key roles such as sales, customer care and technical development, while expanding capabilities by introducing AI, ensuring compliance with industry requirements, remaining innovative and maintaining ease of use for customers.