The GreenBox Story · Series
Going National
Eight cities, eighty people, and the discovery that scaling a business is not the same as scaling a product.
The Playbook
GreenBox can't Event Storm their way into every new city from scratch. They need a repeatable expansion playbook — and Adelaide is the first test.
Hiring at Scale
Forty people to eighty in eighteen months. The culture that worked when everyone knew everyone doesn't work when half the company has never met Maya.
The Supply Chain Problem
Regional Australia doesn't have the farm density of Perth. The fifty-kilometre local promise can't work everywhere — and the compromise tests everything Maya believes in.
The Acquisition
GreenBox buys a smaller produce box company in Sydney. Integration is harder than anyone expected. Half the Sydney team quits in three months.
Culture at Distance
Eighty people across eight cities. Values posters on walls. People who've never met Maya. How do you maintain culture when you can't fit everyone in one room?
The Platform
The technology Tom and Priya built for three cities hits its limits at eight. Deploy queues, flaky tests, Conway's Law, and the first SRE hire.