Amsterdam-based Teamily unwrapped on Tuesday project management tool the team has been working on for months, hoping to find a market niche in an already crowded market.

Teamily is built to fight against failing or underperforming projects. “It works like car navigation: instead of directing the car driver to its destination, Teamily provides the project team with step-by-step directions to achieve success”, the startup said in a statement.

Teamily aims to to stand out in a crowded market for project management tools combining project methodology with personality profiling to guide the team.

The startup marks also a new joint project for CEO Raimo van der Klein and Maarten Lens-Fitzgerald, who were among founders of early augmented reality platform Layar, which raised $14 million from Intel Capital before being sold to rival Blippar in 2014.

“We understood we are better together”, Lens-Fitzgerald said in an interview. While he works as the spark, igniting new ideas, van der Klein is managing and overseeing project. Two other cofounders bring to team technical and sales know-how.

Team collaboration and split of roles is exactly what Teamily is all about.

Teamily works in any browser and on mobile. A personal profile is made after answering 4 questions. This gives insight into how someone matches with the different project challenges. Once the team is on board the current stage with the challenge at hand is determined using questions about the project. Teamily helps the team tackle this challenge and ensures that the best driver to lead the team is selected with a click of the button.

Then the tool directs the team through the sequence of challenges on the way to success. In the project overview it is clearly stated what the challenge at hand is and who is driving it. Additionally, the list of team members and how they match with this challenge is shown. When the driver is done with the challenge the team can approve it and move to the next challenge.

“Working in teams is part of the human DNA. We have done it for thousands of years. It is the most natural way for people to organize themselves. It is in teams that we create progress. We believe that teams are the key to solving our world’s largest challenges.”

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