What Agile Stationery does

Agile Stationery Ltd is a privately held, bootstrapped UK company (registered in England and Wales, headquartered at 1 Westbury Road, Kent, BR3 4DD) that designs, produces, and sells physical printed card games and stationery for agile and software-development teams. The product portfolio spans estimation and planning poker decks, retrospective tools, team-development card games, organizational-design materials (Team Topologies books and modeling shapes), and cybersecurity awareness games, totaling 83 SKUs organized into Planning, Retrospectives, Team Development, Meeting Boosters, Org Design, Cybersecurity, Kits & Bundles, and Literature categories. Core technical components are physical: 350gsm card stock, special finishes, and reusable wipe-clean laminations, with no software platform, app, or API component.

The business operates a direct-to-consumer e-commerce model through a Shopify storefront (agilestationery.com) shipping globally with multi-currency support and free shipping thresholds for US and EU customers, complemented by a custom-branded deck production service for organizations with volume-based tiered pricing (from roughly £14.40 down to £3.96 per deck at 500+ units). Individual product prices range from $6.79 to $67.93, with bundle kits up to $142.69 and a newsletter-driven 10% first-order discount. A sister brand, CyberSec Games, houses the cybersecurity product line.

The company monetizes its position through exclusive co-development and licensing partnerships with recognized agile authorities including Matthew Skelton and Manuel Pais (Team Topologies), Conflux, Henrik Kniberg (Spotify-originated Squad Health Check), OWASP, Geoff Watts, Allan Kelly, Laurence Wood, Paul Goddard, Adam Shostack, and Mike Novack. These partnerships provide content credibility and category access that competitors cannot legally replicate. Customer segments are horizontal: software development teams, agile coaches and scrum masters, engineering leaders, and security teams, all served through the same DTC channel. The company has no disclosed external funding, no parent, and remains a 2-person founder operation.

Name

Agile Stationery

Legal name

Agile Stationery Ltd

Website

https://agilestationery.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Agile Team Tools and Stationery

NAICS

Doll, Toy, and Game Manufacturing (33993)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Collectible Card Games (CCGs/LCGs) Retail (CRALALAG)

akta.pro secondary industry

Board Game Accessories & Components Retail (Sleeves, Dice, Tokens, Inserts) (CRALALAI)

Keywords

• Agile card games
• Planning poker cards
• Retrospective tools
• Team development products
• Team topologies resources

Headquarters

HQ city

Beckenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Physical Product Sales: Direct sales of physical card games, estimation tools, retrospectives cards, and agile stationery products through e-commerce storefront. Products include planning poker cards, team development tools, cybersecurity games, and custom card decks.
2. Custom Card Deck Production: Professional production of custom branded promotional editions of game decks for organizations championing specific techniques. Services include design and production from concept to finished product.
3. Bulk/Volume Sales: Volume discounts offered for custom decks (5-24 decks, 25-49 decks, 50-99 decks, etc.) and bundled products like kits and modeling packs.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Agile Stationery designs, prints, and sells physical card-based games and printed stationery tools for agile and software development teams. Its portfolio spans planning and estimation (Planning Poker, Scrum Poker), retrospectives (Squad Health Check, Richer Retrospectives, The Retrospective Lexicon), team development (Core Values Cards, Agile Bullshit, Let's Talk AI Ethics), organizational design (Team Topologies Modeling Shapes, books, workbooks), and cybersecurity awareness games (Byte Club, OWASP Cornucopia). The company also offers custom printed deck production and bundled kits for organizational use.

Product overview

Agile Stationery is a provider of physical printed products for software development and agile teams. The product portfolio consists primarily of card-based games and printed materials organized into several collections: Planning & Estimation tools (including Estimation Poker Cards and Scrum Planning Poker Cards), Retrospectives products (Squad Health Check, Richer Retrospectives, The Retrospective Lexicon, Team Retrospective Cards, and Retrospective Dialogue Sheets), Team Development resources (Core Values Cards, Agile Bullshit cards, Let's Talk AI Ethics, Coaching Cards), and Organizational Design tools (Team Topologies books, Modeling Shapes, and related materials). The company also offers bundles such as the Team Synergy Kit, Retrospective Refreshers, Scrum Master's Toolkit, and Product Owner Power Pack, as well as custom deck production services. Products are created in partnership with recognized agile practitioners including Henrik Kniberg, Matthew Skelton, Manuel Pais, Geoff Watts, Laurence Wood, Allan Kelly, and Paul Goddard. All products are physical printed goods with no digital platform or software components.

Differentiator

Problem solved

Functional benefit

Brands

• CyberSec Games: Sister brand for cybersecurity products and games. The website notes 'Our Cybersecurity products have moved! Check out the full range under our sister brand CyberSec Games'.

Products and services

• Estimation Poker Cards for Planning Poker A card deck containing 6 player sets with Fibonacci sequence values (1, 2, 3, 5, 8, 13, 21, ?, Coffee) used for relative estimation in agile planning processes. Cards are printed on 350gsm stock with illustrations hinting at complexity. Targeted at agile and Scrum teams.
• Scrum Planning Poker Cards for 6 Players Specialized planning poker deck optimized for Scrum teams, replacing ? and 21 cards with 'Not Ready' and 'Split' cards to encourage rejecting poorly-defined stories or splitting oversized work items. Targeted at Scrum teams.
• Squad Health Check Card Deck by Henrik Kniberg A 33-card deck based on Spotify's Squad Health Check model, containing 14 themes and 6 sets of traffic-light cards (green/amber/red) to enable teams to self-assess across multiple dimensions including code quality, team morale, and organizational alignment. Designed for team self-assessment.
• Multi-team Software Delivery Assessment Cards by Matthew Skelton A 108-card deck containing 10 themes and 106 success factors for assessing and developing teams across software delivery practices including deployment, flow, continuous delivery, operability, testing, reliability, on-call, security, and team topologies interactions. Targeted at engineering leaders.
• Richer Retrospectives by Laurence Wood A 50-card framework for retrospectives containing 44 theme cards, 5 title cards, and 1 instruction card to help teams review key processes and decide what actions to take for improvement. Targeted at agile teams and scrum masters.
• Retrospective Dialogue Sheet (A1) by Allan Kelly An A1-sized poster designed to guide teams through retrospectives without a facilitator, decorated with questions, quotes, illustrations, and writing space for thinking. Targeted at agile teams needing self-facilitated retrospectives.
• The Retrospective Lexicon by Paul Goddard A 57-card deck containing adjectives, emotions, and actions to help broaden and deepen retrospective discussions and enhance emotional intelligence and empathy of participants. Targeted at agile coaches and teams.
• Team Retrospective Cards by Allan Kelly and Nicolas Umiastowski A 24-card deck to help teams run effective retrospectives and inspire sharing of best insights through a fun and engaging format. Targeted at agile teams and scrum masters.
• Core Values Cards by Geoff Watts A 56-card deck designed to help individuals and teams identify core values, act more consciously in line with those values, and document shared values in their Team API. Targeted at teams and individuals.
• Agile Bullshit Cards A 56-card deck featuring bold statements about common Agile misunderstandings to provoke discussions and challenge assumptions. Targeted at agile teams and coaches.
• Let's Talk AI Ethics A role-playing game with 5 AI ethics scenarios covering topics including how AI works, evaluating AI information, authenticity, citing AI tools, emerging ethical issues, and prompting effectively. Targeted at teams and educators.
• Byte Club Cybersecurity Awareness Card Game A 72-card strategic card game for 2-4 players aged 13+ that teaches cybersecurity concepts through capture-the-flag gameplay, covering Cyber Kill Chain and NIST Cybersecurity Framework. Targeted at security teams, developers, and educators.
• Team Topologies Modeling Shapes (Re-usable) Pre-cut laminated shapes for team interaction modeling including Flow Of Change, Stream-aligned Team, Enabling Team, Complicated Subsystem Team, Platform Team shapes, and various interaction pattern shapes. Printed on upgraded reusable wipe-clean laminated stock. Targeted at engineering leaders.
• Team Topologies Book by Matthew Skelton & Manuel Pais - 2nd Edition The second edition of the book by Matthew Skelton and Manuel Pais on team organization patterns and practices. Targeted at engineering leaders and Agile practitioners.
• Remote Team Interactions Workbook A workbook on using Team Topologies patterns for remote working and team interaction modeling. Targeted at engineering leaders and remote-first teams.
• Team Topologies Kickstart Modelling Pack A comprehensive bundle providing everything needed to get started with Team Topologies modeling, designed as the most complete Team Topologies offering. Targeted at engineering leaders adopting Team Topologies.
• Team Synergy Kit A bundled kit combining team values, roles, and retrospective tools for comprehensive team development. Targeted at teams and agile coaches.
• Retrospective Refreshers A bundled kit containing multiple retrospective tools and resources for team improvement sessions. Targeted at agile teams and scrum masters.
• Agile Tools by Paul Goddard A set of all 3 games by Paul Goddard including The Retrospective Lexicon, The Sprint Planning Kick-Start, and The Daily Stand-up Challenge. Targeted at agile teams and coaches.
• Scrum Master's Toolkit A bundle of coaching tools for Scrum Masters by Geoff Watts, designed to help run effective stand-ups and team sessions. Targeted at scrum masters.
• Product Owner Power Pack A bundled toolkit for Product Owners including coaching and planning resources. Targeted at product owners.
• Custom Poker Card Decks Professional production of branded or promotional versions of selected game decks to support adoption of games or techniques within teams or organizations. Bulk volume pricing available from 5 to 500+ decks. Targeted at organizations and event organizers.
• Custom Tarot Card Decks Professional production of branded tarot card decks for promotional or organizational use. Targeted at organizations and event organizers.

Quantifiable outcome

• 95% of 5 point stories were completed within 4 weeks (using Planning Poker estimation)
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered secondary and core.

• Elias Brattli SørensensecondaryStrategic or Co-development Partner · 21 June 2024Creator of Elevation of MLsec threat modeling card game, produced and printed by Agile Stationery.
• Matthew Skelton & Manuel Pais (Team Topologies)coreStrategic or Co-development PartnerOfficial partnership with the authors of Team Topologies to produce and distribute Team Topologies resources including the book, modeling shapes, mini-books, and remote team interactions workbook. Products are available for worldwide delivery.
• Geoff WattscoreStrategic or Co-development PartnerPartnered innovator offering coaching tools including Core Values Cards, Product Owner Coaching Cards, Scrum Master Coaching Cards, Retrospective Coaching Cards, Persuasion Pack, and Team Mastery Milestone Cards.
• Allan KellycoreStrategic or Co-development PartnerPartnered innovator offering tools including Retrospective Dialogue Sheet, Team Retrospective Cards (with Nicolas Umiastowski), and other agile planning tools.
• Laurence WoodcoreStrategic or Co-development PartnerPartnered coach offering Richer Roles and Richer Retrospectives tools, plus Team Synergy Kit. Certified in AgilePM, AgileDS, PRINCE2 and Disciplined Agile.
• Paul Goddard (Agilify)coreStrategic or Co-development PartnerPartnered through Agilify to distribute Agile Tools including The Retrospective Lexicon, Sprint Planning Kick-Start Cards, and Daily Stand-up Challenge.
• Conflux (Matthew Skelton)coreStrategic or Co-development PartnerPartnership with Conflux to distribute Software Delivery Assessment cards and DevOps Topologies posters. Conflux is founded by Matthew Skelton.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mountain Goat Software: Mike Cohn's company that originated the Planning Poker estimation technique; produces physical Planning Poker decks and training products for agile software teams — directly competitive to Agile Stationery's Estimation Poker cards.
• Management 3.0: Jurgen Appelo's agile management movement that offers physical card games, exercises, and workshop tools for agile coaches and team leaders — directly competitive in the agile-coaching-physical-tools space.
• Innovation Games: Luke Hohmann's company offering collaborative games and toolkits for product development teams; produces physical card-based games for requirements discovery and prioritization — overlapping product format and customer base.
• Tasty Cupcakes: Creator of retrospective and agile-based card games for teams; sells physical decks for retrospectives, sprint reviews, and team building — directly competes in the same physical retrospective card space.
• Gamestorming: Dave Gray's collaborative games and workshop tools brand associated with the bestselling book; produces physical game cards and templates for innovation workshops — comparable physical-meeting game format.

Broad incumbents

• Miro: Digital collaborative whiteboard platform widely used by agile teams for remote planning, retrospectives, and estimation; offers digital Planning Poker and retrospective templates that compete with physical cards from Agile Stationery.
• Atlassian: Dominant enterprise agile tooling suite (Jira, Confluence, Trello) that embeds sprint planning, estimation, and retrospective workflows directly into software; sets context for Agile Stationery's complementary physical tools.
• Mural: Digital collaborative canvas used for agile workshops, retrospectives, and team activities; provides digital facilitation features that substitute for physical card-based exercises offered by Agile Stationery.

Emerging players

• Parabol: Digital retrospective and agile meeting tool focused on Scrum and continuous improvement workflows; offers online retrospective boards that overlap with the use cases of Agile Stationery's physical Retrospective cards.
• Easy Agile: Provider of agile and team-topologies-inspired apps for Jira, including persona-based work management and team collaboration tools; competes for the same agile practitioner software-team budget as Agile Stationery's physical products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/agilestationery

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agile Stationery