About OrgLines

Founder

Artem Zorin — why I built OrgLines

Why OrgLines exists

When my agency SEM Experts grew to two offices — SEO, development, paid social and search advertising — I ran into a problem that almost every owner knows. Dozens of parallel tasks, clients, deadlines, contractors and promises no longer fitted in my head. Development was the most painful part: contractors sometimes let us down, deadlines slipped, and it was me who answered to the client. Two things became obvious: the company needed a better management system, and I needed to understand how such systems are built from the inside.

From a task manager to a platform

We started building around the beginning of Russia’s full-scale war against Ukraine: our contribution was to be a product that helps Ukrainian businesses work more efficiently. The first idea was simply a good task manager — one I wanted to use myself. But a task manager cannot show the whole business. A task has a client, the client has a deal, the deal has documents, an invoice, a payment and delivery, and a team that makes it all happen. So OrgLines — Organizational Lines — grew into a platform that connects these lines into one system: from a client’s request to a paid invoice and a delivered product or service.

The platform adapts to the business

Companies came to us with very different processes and asked us to automate them — and we saw that almost every company has its own logic of work. The usual approach is "here is our program, learn to work in it". Ours is the opposite: first we understand how the business actually works, then we move its processes into the system and improve them. OrgLines is not "a CRM", "an ERP" or "a task manager" — it is a platform for building the digital operating system of a specific business.

What we look at first

• How a request comes in and who handles it
• What happens next, and where it gets stuck
• Who is responsible for what
• What is done by hand and what can be automated

The experience behind the product

OrgLines is the logical continuation of my career: every stage taught me something that is now built into the product.

• Production — processes and people. As head of a shop with three shifts and about 120 people, together with the team I rebuilt the process and raised output by 67%. Lesson: the result depends on how the system is built, not on how hard one person works.
• Marketing and SEO — automating my own work. Templates and standard checks cut a full site audit from two days to two or three hours.
• SEM Experts — running a team, clients and contractors, and feeling the lack of one system first-hand.
• Large systems — data and financial logic of international companies: product data of an e-commerce company with millions of customers, settlements between a solar energy company in Israel and its suppliers, an internal data and calculation solution for Disney theme parks.

"When a process becomes complex, it cannot be managed well without a system. In the end I decided to build that system myself — and today it works every day for businesses in Ukraine and beyond."