An ambitious company they may have been, but it was one which was completely unprepared to spend in any kind of meaningful way to achieve this without asking staff to perform miracles
No plans in place to replace important members of staff when they left - the workload was simply shifted to those that remained and the pay was so poor that it was difficult to see how anybody below management level enjoyed their job
Obnoxious management, in particular the Chief Strategy (?) Officer, who fancies himself as a Steve Jobs-type maestro but whose job seemed to be to pretend he was important and visionary in front of staff, customers and potential investors and partners
Unrealistic targets - simply not remotely achievable, largely due to the fact that those in control of the targets had no idea of the reality of the job at the coal-face - quite a feat for a company so small!
Absolutely no attempt to reward employees or make them feel valued - zero benefits, zero pay increases even for those who had been there for a number of years, and zero attention paid to work/life balance
Total contempt for customers and staff upon the announcement of liquidation in summer of 2017 - staff laid off immediately with absolutely no warning, others asked to work for free and promised deadlines for updates to be given on the future of the company missed