We help teams win through focus, craft, and speed.
A small, senior, global team of operators: strategists, product leads, designers, engineers, growth and marketing people, and supply chain operators who have built and run real businesses end to end. In software at Amazon, Coinbase, GitHub and top startups. In operations and supply chain at Sanofi, Airbus, Amazon and disruptor brands. Across AI Products, Consumer Packaged Goods, Health & Wellness, Financial Services, Sports & Entertainment, Education Technology and Telecommunications.
What we share is a way of working focused on craft, frugality, and a bias for action. We started PineSeed to build lasting things that people love.
I have sat on every side of the table. I started in strategy, at the IMF and then Monitor Deloitte, writing the recommendations. I moved to Amazon and spent years on the operating side, living with what recommendations become when they meet reality. And I have founded startups of my own, raising at every level from the first pre-seed cheque to financing in the billions. The gap between what gets recommended, what gets funded and what actually works is where most money goes to die.
Then the ground moved. Building, the expensive part, the part that took teams and years, became fast and cheap. Which sounds like good news, and mostly is. But it quietly shifted all the weight onto the questions that were always harder: what to build, whether what you've built actually works as a business, and whether it will survive its own success.
We watch smart teams get these wrong in the same three ways. They settle the direction in a chat with an AI and bet real money on a smart-sounding answer nobody checked. They build something that looks finished and breaks at first contact with a customer. Or they win, and the winning breaks them: orders they can't fill, cash that growth eats faster than it arrives.
PineSeed exists for those three moments. We go and find out what's worth building, from the people who decide, not from a model's guess. We build the whole business, not just the product, at the level your stage deserves. And when it works, we help you scale it: acquisition optimised until growth pays for itself, and the push to go blisteringly fast when the moment is right, without the growth breaking you. A small senior team, fixed prices, and we would always rather talk you out of the wrong idea than build it for you.
We named the company after the seed of a bristlecone pine. The oldest of them has stood for nearly five thousand years, since before the pyramids. That is the ambition, scaled to your business: build things that last.
If you're at one of those three moments, come and talk to us.
Taha El Hajji
Founder, PineSeed
Taha helps clients focus, build and scale lasting businesses, with an emphasis on AI-powered products, CPG and ecommerce. His clients range from Boohoo, John Lewis, Waitrose, Vodafone, Standard Life and Racing Santander to startups like ClearFur and Fluxo. Previously he ran customer and seller experience at Amazon, including seller-fulfilled Prime, Free Shipping and Speed, consulted at Monitor Deloitte, and started out in Christine Lagarde's office at the IMF. He has founded startups of his own and raised at every level, from $100-200K pre-seed to $1B+ financing for a Formula 1 track.