Building Tech Culture for success is not just about finishing the code; it is about laying a strong foundation for the organization, which requires time, understanding, and the right strategic approach.
This reality is reflected through the experience of Pakkawan Pongpornprot (P’A), the founder of SteelBestBuy, one of Thailand’s first online steel procurement platforms. He started with the confidence of a computer engineering background, believing, “We can do it ourselves.”
However, as the business needed to scale, he encountered a massive wall that forced a complete overhaul of his working methods. Today, we will explore the key lessons on why shifting from “writing every line of code ourselves” to collaborating with a partner like PRIMO Tech (led by Khun Vee) became the turning point. This collaboration was crucial in Building Tech Culture for SteelBestBuy, allowing it to grow steadily today.
The Turning Point: When "Writing Every Line of Code" Is Not the Answer
Pakkawan started by sharing the early days of the platform. With his tech background, he intended to develop the entire system 100% in-house. However, after some time, he discovered a reality that was holding back growth.
“At first, we planned to write everything ourselves. But as we progressed, back-office systems like Quotations, POs, Delivery Notes, or Return Systems proved to be incredibly complex. It was like we were building an entire accounting software from scratch.”
This realization highlighted a significant waste of time. The breakthrough came after discussing with the PRIMO Tech team, who introduced a new perspective: “You don’t have to start from zero.” The team recommended using a flexible ERP system as the “Core Engine” and then developing customized programs to connect around it. This method drastically reduced development time and ensured the system was stable and ready for expansion.
Seeking "Muscle Power," Not Just Planners
An interesting point from this conversation is what Pakkawan was looking for when he needed to expand his tech team’s potential. He wasn’t looking for just “Consultants” or beautiful strategic plans; he emphasized the term “Muscle Power.”
“In that situation, we didn’t need Consultants who would plan and leave. We needed ‘Muscle Power’—a team ready to get their hands dirty and make it happen for us.”
Pakkawan expressed his impression that Khun Vee’s team worked with a sense of “shared destiny,” acting as if they were co-owners of the business. They didn’t just advise; they sat down and worked together until the job was done to ensure the system could truly run. This level of commitment is rare in typical outsourcing models.
Building Tech Culture That Lasts Requires Action
What SteelBestBuy gained from this collaboration was not just smooth-running software, but the foundation of a new working culture. Building Tech Culture effectively cannot be done in a day; it comes from continuous collaboration and execution.
Pakkawan explained that the partner team helped establish standard working systems:
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Team Dynamics: Transformed the work atmosphere into a brainstorming hub where junior team members feel confident expressing opinions based on reason and data.
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Systematic Process: Established clear handover processes, allowing knowledge transfer so the internal team could continue maintaining the system.
“More than a year has passed, and the foundations and processes laid down are still in use. Our team has learned and grown significantly, both in terms of Tech and management.”
From a 60-Year Family Business to a Platform Reducing Costs for the Nation
Another key highlight is SteelBestBuy‘s Vision. It doesn’t view itself merely as an e-commerce site but as a platform merging “over 60 years of experience” in the Family Business with the digital world. The goal is to solve problems for contractors facing fluctuating steel prices and difficulty accessing suppliers.
However, scaling legendary experience to serve the entire country requires partners who truly understand the business. Pakkawan concluded with an interesting note: “PRIMO is suitable for businesses that want a team to share the destiny together, like a co-owner in the same business.”
This cooperation was not just about hiring for system development; it was a synergy to build a platform that helps hundreds of thousands of contractors get the best costs and timely deliveries. Ultimately, the benefits fall to the consumers, helping to reduce construction costs for the entire country.
A Worthwhile Choice for Businesses Wanting Fast Growth
Pakkawan’s story reflects that even if we have specific Domain Expertise—like the steel business he has run for a long time—in the part of Building Tech Culture and Platforms, having a partner to fill the gap in “Execution” and “System Placement” is a vital shortcut. It saves time and allows business owners to focus fully on growth.
If you are a business owner looking for a Tech team ready to fight alongside you, consider whether today you need just an advisor, or a partner ready to put in the effort to build success together like SteelBestBuy.
Watch the full interview video here: https://www.youtube.com/watch?v=g_HlowhXH7E&t=164s
procurement service: SteelBestBuy