Portrait Software is an AIM listed company delivering software solutions. They empower marketers to quickly and easily target the right customers, reach them in the most effective manner, and automate customer engagement for higher ROI campaigns. In order to create the software that keeps them at the leading edge of their sector, Portrait demand highly skilled and creative staff.

Prior to 2002, Portrait worked with a traditional offshore operator in India in order to fulfil their demand for skilled staff. Unfortunately, this experience did not live up to its expectations. The cost benefits were not as clear cut as expected and there was an “over the wall” attitude of throwing work across to the staff in India, rather than the offshore team being integrated into the organization. Post 2002, the team working in India were realigned to provide a pure support function, however Portrait felt that this resulted in moving further away from their clients, and so the support function was brought back in-house to the U.K.

By 2006, the company was growing rapidly and needed to achieve greater cost efficiencies in a highly competitive market. So despite initial negativity, the decision was taken to consider a global solution again.

Prior to embarking on the project, Portrait agreed that their key objectives in any future international operation should be to achieve growth at a lower cost than compared to a U.K. expansion, but of major importance was the need to have greater day-to-day control and know that the team working for Portrait felt a part of the organization and shared the same aspirations.

After reviewing a number of companies to fulfil these aims, Portrait was attracted by Quickstart Global’s unique In-House Anywhere™ offering. This enables clients to become globally leveraged, while establishing and maintaining integrated working practices with their own staff in their own offices. Quickstart Global clients work with their international teams to integrate them into the organization, ensuring a good cultural fit and clear understanding of the organization’s aims, rather than being kept at arm’s length and not seeing the big picture. The multinational business services offering provided by Quickstart Global tackled some of the problems experienced with the traditional offshore company, and provided a strategic option that would satisfy the detractors.

From the various Quickstart Global client centers available, Portrait chose Bulgaria. Following a visit to the Sofia client center, they were convinced of the advantages of the In-House Anywhere™ offering.

Prior to setting up the Bulgarian team, Portrait spent an appropriate period of time in planning. They set up a number of internal working groups to address issues which they felt may impact upon the success of the project. Examples were the “OnBoarding” team which addressed induction, mentoring, logistics, and how to bring the team into the Portrait fold, the “Processes” team examined how the team would work within the Portrait methodology, and any areas which would need to be adapted to maximize benefits.

The communications team examined the practicalities of how to make communications work, and decided upon issues such as managerial processes, company meetings, the use of webcams and Skype for day-to-day communications, and the development of an overall internal communications strategy.

Another team looked at getting the infrastructure right in terms of networking, hardware, and any other equipment required to ensure that the team had everything they needed to maximize their effectiveness.

Quickstart Global’s recruitment team in Sofia drew up a shortlist of potential employees who fulfilled the demanding standards set by Portrait. Final interviews were conducted and a number of skilled employees were selected by Portrait staff. Portrait found that the cultural approach and language skills of the candidates were an excellent match for their requirements.

The team were then brought over to the U.K. and spent time learning Portrait’s approach, took part in team building exercises, and spent time developing one-to-one relationships with the colleagues with whom they would be working. The integration of the team was further helped by the fact that the Portrait team in Bulgaria was divided up to work with three corresponding UK teams: Product Development, Support and Quality Assurance. Therefore, rather than treating the team in Bulgaria as one entity, they developed strong links with their peers in the U.K. in similar positions and this made it easier to build bridges and to work together as virtual teams.

Portrait’s expectation was that the team in Bulgaria would become productive within one year of establishment, however within only 6 months there was a very high standard of work being produced, with returns being realized as some members of the team and were on fee earning projects. Gareth Evans, COO of Portrait commented “We were amazed that within a very short time the team were working at the same level as U.K. staff; there was no evidence of the “productivity tax” which is often encountered in offshore teams”. The Quickstart Global co-employment model meant that staff also considered themselves to be an integral part of Portrait Software which meant that they were brought in to the success of Portrait. This also assisted in maximizing productivity.

“A classic offshore operation aims to have a successful partnership, however with Quickstart Global the focus is totally on ensuring that the vested interests of both parties are aligned; our success is their success” commented Gareth.

Portrait’s previous experience of establishing a traditional offshore team gave them valuable insights into how to do it right the second time around. By working with Quickstart Global, they found the ideal solution for their business. Portrait are delighted with the overall outcome, with perhaps one of the biggest successes being that the initiative has been wholeheartedly embraced by Portrait’s U.K. team, which in turn means that Portrait are now able to scale for future growth far more cost effectively than before.