Meet Seq – the structured log server for .NET apps

1. Why are you building this startup? What does it do?

Enterprise software is rapidly changing – it’s quickly become rare to build any application designed to run on only one machine. Systems commonly run across many machines that now frequently span the cloud as well as the data centre.

Operating software in this environment is challenging and needs new tools, but few .NET development teams have fully embraced this yet.

We’re building Seq to give .NET developers a modern alternative to the traditional “log file” that brings sanity back to finding and diagnosing issues in distributed environments.

Seq is special because in combination with emerging libraries like Serilog ( and SLAB ( developers can treat logs as a first-class event stream designed for great operability.


2. What does a product marketing team need to understand from engineering about how to sell the product? 

“DevOps” encompasses many new roles and practices, but for us, it’s about developers stepping up to the plate to take responsibility for operating apps, not just “shipping” them.

Seq takes this angle – it’s a developer tool that brings value from “day 1” of a project. Many tools in the DevOps space come at the problem from the infrastructure/operations side. We think that the greatest gain is to be had by improving how applications are built in the first place, so this features pretty strongly in our marketing and communications.


3. What impact or legacy do you hope to make in the market and in the business world?

We’re part of a revolution that’s already taking place in .NET development. In a decade we’d like to look back and see Seq as one of the ingredients that helped make writing and managing apps in the cloud productive and fun.


4. What advice do you have for anyone wanting to start a business in your country?

As a business we’re under a year old, so we have a lot to learn before we can offer much advice. Starting up in Australia is certainly a different experience to starting up in a hub like Silicon Valley, but many of the differences are positive ones: people are often surprised and interested to hear we’re in Australia, so a lot of good conversations start around this point!


5. How do you work with investors, or do you currently use any outside money at all?

We're self-funded. Seq grew out of something we felt the need for ourselves, and since then the focus has been on getting the product lined up perfectly with that. It's possible that in the future we'll be looking to make the kind of growth that investment can enable, but right now having the business sustain itself keeps us really focused on the fundamentals.


6. Why would an entrepreneur turn to Microsoft for help in building scale, a team, or using software?

The Microsoft developer ecosystem is a great community to be a part of; our customers turn to Microsoft tools with the intention of building reliable, high-quality apps and that’s a great starting point for us to add value with Seq.

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