About Carlos

Experience in the industry. Perspective from inside the software business.

I’m Carlos Cordeiro, the independent strategic advisor behind Stratly.

A personal practice

Built on what I’ve seen,
and what I’ve had to decide.

I’ve spent 19 years in design and construction, followed by 7 years working on product and portfolio strategy at Graphisoft and Nemetschek.

That combination matters in an industry where the person using the software, the person paying for it, and the company deciding what to build are not always looking at the same problem.

Stratly is my independent advisory practice. You’ll work directly with me, not a rotating team.

Education & professional programmes

Business StrategyHarvard Business School
EMBASwiss School of Business and Management
M&A ProgrammeImperial Business School London
Structural EngineeringAalborg University, Denmark

Examples from my work

Three decisions. Three different kinds of work.

Buyers and positioning

Reaching a new buyer beyond architecture.

At Graphisoft, a software company best known for serving architects, I was responsible for developing the strategy to reach engineering buyers the company had not previously engaged.

Architects often prioritized flexibility and creativity, while engineers placed greater emphasis on accuracy and professional liability.

With my background in design and construction, I developed the value proposition around those engineering priorities and multidisciplinary workflows, then worked with the international partner network to bring it to market.

Portfolio strategy

Three products. Three different decisions.

Following a merger, I led an assessment of three software products, reviewing customer fit, financial viability, and portfolio overlap.

My recommendations were to continue one, consolidate another, and discontinue the third.

All three recommendations were adopted.

Market entry

Testing the opportunity before entering new markets.

At Nemetschek, I led the development of the business case for entering Southeast Asia and worked with a colleague on a similar assessment for Latin America.

The work covered market potential, product-market fit, partner network development, and the team and resources needed to support expansion.

You know your business.

I bring experience of the industry you’re selling into. The point is to understand your company’s reality, test the options, and be useful where your team needs an outside perspective.

Start a conversation

Have a decision you’re working through?

Tell me a little about what’s going on. We can have a straightforward conversation about your situation, whether my experience could help, and what working together might look like.

Let’s talk

45-minute introductory conversation, without commitment.