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Who we are

We launch new businesses. And we make existing ones work better.

At Abalun we help companies decide what to build, in what order and what to leave out, and we build it with them: brand, product, systems and AI, with a single team in Madrid since 2009. Before building anything, we get right into the engine room: the business model of those just starting out, or the operations of those already selling.

Building is easy these days. The hard part is knowing what to build.

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What we do

A circle and the segment that grows out of it

Launch

0 → 1

Launching a new business or product? Brand, product, platform and go-to-market with a single team, without coordinating an agency, developers and a consultant separately.

How we startA fixed-price sprint: from the idea to a brand and a first product.

A segment copied in series

Make it work

1 → n

Is your company already selling, and do you want it to work better? We build what your operations are missing: CRM, up-to-date dashboards, integrations between systems and AI agents that work with your data.

How we startA fixed-price 2–3 week assessment: what to build and what it costs.

A lemniscate constructed from two circles

Transform

n → ∞

Does your organisation want to change how it works without changing why it exists? We see you through the whole change: security, management tools, data and training so your team makes it their own.

How we startA fixed-price digital maturity assessment: what’s eating up your team’s time, what’s urgent and where to begin.

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Inside the assessment

Before building anything, we get inside your operations: we talk to the people who keep them running, review your systems and your data and, if you have users or customers, watch them use what you already have. The numbers tell you what’s happening; interviews and tests tell you why. We do it alongside your day-to-day work, without touching what already works. You come away with prioritised findings, a list of changes ranked by impact and effort, and what it would cost to build them. It’s a self-contained piece of work: afterwards, you decide whether we carry on together.

A segment divided into equal parts with the intercept theorem

Inside the launch sprint

It starts with a deep dive into your business and your market: competitors, benchmarks and who you’re going to sell to. Then, week by week, come creative territories, architecture, identity, design and development, until the brand and a first version of the product are live. We meet every week and you sign off each deliverable before we move on. You leave with brand guidelines, so you can use the brand without relying on anyone. It depends on the project, but it’s quick: between 2 and 4 weeks.

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Afterwards: ongoing support, no minimum term

What we build has to be able to work without us. We document everything and train your team from the start. If you want us to stay on, we do it through monthly support with no minimum term. For small changes, we use a block of hours where you can see what every hour went on. We want your team to gain skills, not a new dependency. If tomorrow you’d rather carry on with another team, you can do so without restrictions: we don’t hold on to any code or any access.

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Why Abalun

  • 15+ years

    Designing and building across very different sectors.

  • One team

    Design, development and strategy at the same table.

  • Eligible for funding

    We tell you which funding scheme fits your project (Cheque Innovación, Kit Digital, Kit Consulting, ENISA or CDTI) and tailor the proposal to the call. We prepare the technical side: scope, project report and milestones tied to deliverables.

  • Your code and your data are yours

    Once the project is paid for, the custom code we write and your data are yours, hosted in accounts in your name and documented. We only keep our methodologies and reusable components, and we license them to you free of charge.

  • How we use AI

    We use AI every day in our own work; that’s why we deliver in weeks what used to take months. On your projects we choose the model on quality and cost, set limits on it (it protects personal data, checks prices, hands over to a person when needed) and measure whether it answers well. We use AI where it adds something, not as decoration: if a script can do the job, we don’t bring in a model. The agents we build say they’re AI, and nothing goes out without a person reviewing it.

  • You know how it’s going, without chasing us

    From day one you have access to Abalun Hub, our project portal: milestones, deliverables you approve or send back with comments, documents and issues. Every project has one person in charge of the technical side and another in charge of operations. We have a short meeting every week, and every Friday you get an update, checked by a person.

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Recent cases

  • La Vaguada

    App, website, CRM, loyalty, parking, events and digital signage for Madrid’s first shopping centre.

    Make it work · 1 → n

  • Ohú

    Brand, AI test, website, app and schools dashboard for a student guidance platform.

    Launch · 0 → 1

  • DEMYA

    A single website, app, online consultation, back office and gift card for a network of plastic surgery and aesthetic medicine clinics.

    Make it work · 1 → n

  • Nattan

    Brand, online shop, SAP integration, content and campaigns for a new wellbeing brand.

    Launch · 0 → 1

  • CERMI

    Digital assessment, cybersecurity, Dynamics 365, data and training for the common home of organisations of people with disabilities.

    Transform · n → ∞

  • Bálamo

    Data, diner forecasting, staff rotas, profit per dish and a website for one of the largest seafood restaurants in Spain.

    Transform · n → ∞

  • Releaze

    Brand, voice, website, an AI agent for offers and a conversational assistant for a new car leasing company.

    Launch · 0 → 1

  • Triple F

    Brand, coming-soon website and social media strategy for a 100% gluten-free fried-fish shop in Madrid.

    Launch · 0 → 1

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Our own projects

Bifurcaciones

Bifurcaciones is a Spanish-language publication of long-form essays on technology, society, culture and possible futures. We’ve been behind it since January 2021: nineteen themed issues (from AI to digital health, climate or investment), more than 200 articles, and events built around some of them. If you’d like to propose an essay, there’s a form on the website. Read it at https://www.bifurcaciones.com.

Synap

Synap is the operating system for your retail space: a management platform for shopping centres that brings together parking, loyalty, CRM, tenants and building systems. It’s up and running at La Vaguada. We’re founding partners. More at https://synap.es.

Magigraphy

Magigraphy turns a photo into a ‘living photo’ for websites and emails: one detail of the image moves in a loop. It’s made for freelancers, hotels, shops, agencies and in-house teams. We designed and built it at Abalun. More at https://magigraphy.com.

Sophia

Sophia (SophIA) is an AI events assistant. It’s our own product: we created it and we develop it at Abalun. More at https://sophia.com.es.

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Partnerships

  • Claude Partner

    We’re a Claude Partner. We work with Claude, Anthropic’s model, and build it into the products we make.

  • Shopify Partner

    We’re a Shopify Partner. We build Shopify stores and connect them to the rest of the company’s systems, as we did with Nattan.

  • Part of the Masamú network

    We’re part of the Masamú network (https://masamu.org).

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Clients and sectors

Brands we’ve worked with over more than 15 years:

4sales Marketers, 89bits, Aedas Homes, Ahorro Corporación, Ailin Health, Albergue Casa Vacas, Alquileres Herranz, Alteria Automation, Amazon, AMG Human, Apóstrofe Comunicación, Arefu, Arsoft, Atecalsa, Aurem, Bálamo, Baquia, Beautting, Begoístas, Bequinor, beWanted, Biotrailla, Blanco Mediadores, Bonusralia, Box-in-box, Buena Pinta, Busquets Legal, Buyfresco, Buyviu, Calidalia, Cátcher, CERMI, Chemo, CIDE, Cinnamon, Circoolar, Clement, Comorsa, Cuenta Cris, Cutzamala, CYP Core, D'estreno, DAOOH, Deassín, Del Super, Demya, Desfase, Discover In, Domicilia, Dron Madrid, DumDum, E-shop ventures, EAE Business School, Easyoffer, Ediciones Cinca, Encina Gardens, ENERFIP, Escuela de Hostelería de Toledo, España SA, F*cking Beautiful Life, Fanoutics, Ferdiale, Firstech Capital, Foodora, Foro de Foros, FUSARA, García&Smith, Gastrotalent, Gavari, Gestión Altas Capacidades, Global Alumni, Glocally, Grupo Blaumar, Grupo MOX, Guifit, Hokustudio, Holavilma, Hotelbeds, HR Bot Factory, I Love Home Arty, Ibecosol, Ibero Finanzas, IE Business School, Imoveit, In Cloud Forever, Inesol, Inprocosa, Intelectium, Interfutbol, Iridis Care, Iris Global, IUSA Equitas, Jardepot, Ketekelo, Kymatio, La Boulette, La Condesa, La Duna Surf, La Petite, La Rêveuse, La Vaguada, Lead Your Market, Letsdecco!, LinkedIn, Lirondo Workwear, Lusa Cristalería, Madrid Content School, Maitin, Mama Campo, Masamadre, Masamú, MásMóvil, Minimalism, Movvo, Nattan, NeoCK, NonaBox, NV Comunicación, O Percebeiro, Ohú, Omnicom PR Group, Organic Market & Food, Paisajes Briza, Pantalla +, Patch, Petit Indi, Phoenix Care, Plant on Demand, Playing2, Pompadour, Pompeii, PowerMBA, Prepaid Financial Services, Prómej, Protec Madrid, Provalliance, Purpose Fragrance Club, QuibicHouse, Quirós Productions, Raza Nostra, Releaze, RGN Impact, Ríos & Toth, RV74, Sauce Enmarcado, Scayle, Servimagen, Showbizz Daily, Sincrolab, Smart Protection, SOB Distribuidores, Storybeat, Tatum, Telefónica, Teleinfo, Tenders, Teresa Sartorius, The Friendly Hub, Toni Kroos Academy, Trailblazing Club, Transfast, Triple F, Truekit, Tuenti, U-Tad, Umami Dojo, UMOA, Universidad Antonio de Nebrija, Utopicus, Valensole, Vibuk, Viva in Vitro, Wanna Rock You, Waves Tech Studio, Wayra, Wimac, Woolo, WorkToday, ZAS! Jobs, Zeleb.

Sectors

Restaurants · Hospitality · Tourism and leisure · Food and drink · Retail and e-commerce · Fashion and beauty · Health and pharma · Education · Property · Shopping centres · Finance · Insurance · Telecoms · Technology and SaaS · Logistics · Manufacturing · Energy · Legal · Automotive · Sport · Culture and publishing · Advertising and media · HR and recruitment · Institutions and NGOs

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Frequently asked questions

How much does it cost to work with you?

It depends on what needs building, so we won’t quote you a figure sight unseen. That’s why we always start with something small at a fixed price: a sprint if you’re launching something new, or a 2–3 week assessment if your company is already up and running. At the end, you know what to build, in what order and what it costs, and you decide with all that in front of you.

Why an assessment if I already have something up and running?

Because it turns what you already have into something you can learn from. The numbers tell you what’s happening; interviews and user testing tell you why. We do it alongside your day-to-day work, without touching what already works. And if you’d rather wait until you have more data, we’ll pick it up again whenever suits you.

When will I see something working?

Soon. We work so that you have real prototypes from the first month, something in use halfway through and everything finished by the end, with a milestone schedule in the proposal that allows for public holidays and busy seasons. The assessment takes 2–3 weeks; the rest depends on the scope.

What’s in the proposal, and what isn’t?

Every proposal has a fixed scope: what’s in and what’s out, by stage and with a schedule. If something comes up during the project that wasn’t written down, we quote for it separately and don’t do it without your approval. Payment is by milestones tied to deliverables.

Will I have monthly costs afterwards?

Usually small ones, because we build on what you already have: platform, hosting, database and, if needed, third-party services. We break them down for you in the proposal and let you know before switching on any paid third-party plan. We don’t add paid apps unless they’re needed.

Do we have to throw away what we already have?

Not necessarily. We start from what already works and from what your team knows how to do. When a system really does need replacing, for example because it no longer gets security updates, we use it as the blueprint for the new one and migrate your data.

Do you handle everything, or just the technical side?

Brand, product, technology and marketing, all in one team: identity, website, platform, integrations, content, SEO and GEO. Whatever your team will run day to day, we design so they can handle it themselves and, if it makes sense, we run it for you as a service. We don’t do the physical side (warehousing, transport, returns), but we help you choose who does and we integrate them.

Can you connect to our systems (ERP, CRM, management software)?

Yes, it’s a big part of our work. We start by looking at what’s there and do the most critical integration first. That’s how we did it with Nattan, connecting its Shopify store to the group’s ERP, and with DEMYA, connecting its platform to its clinic management software.

What do you need from us?

Not much, but on time: access, documentation for what you already have, one person who can make decisions, and for you to sign off each deliverable within a few days. If information is missing, the schedule moves, so we keep talking it through every week.

And if something breaks after delivery?

We fix it. If a bug of ours turns up that wasn’t caught in testing, we correct it under the warranty, which lasts 6 months. For improvements and small changes, we work with a block of hours.

What about our data and privacy?

We sign a data processing agreement and a confidentiality agreement, plus an NDA if you need one. Your data and the custom code we write are yours. When AI is involved, we set limits on it: it protects personal data and hands over to a person when needed. We build data protection in from the design stage. If there were ever a breach, we’d tell you within 24 hours. When we finish, we return your data in a format you can use and, if you ask, we delete it and give you a certificate.

Is there funding available for the project?

It depends on your company and the project, but often, yes. We tell you which scheme fits (Cheque Innovación, Kit Digital, Kit Consulting, ENISA or CDTI) and tailor the proposal to the call. With the Cheque Innovación, for example, the project is set up as a proof of concept or a pilot, with milestones tied to deliverables. We prepare the technical side, and the application is handled by a specialist consultancy we have an agreement with.

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