When Alejandro Morales Goncalves founded STOA, he set out to solve a challenge that many fast-growing businesses face: the struggle to scale without being swallowed by manual processes and disconnected systems. “Think of us as a part-time Chief Technology Officer (CTO) who also builds what we recommend,” he explained. “We don’t just advise and leave. We actually implement the solutions and train employees on how to use them.”
STOA, a software advisory and implementation firm specializing in the architecture, engineering, and construction (AEC) industries, focuses on helping firms that are growing quickly but are held back by inefficiencies. What sets the company apart is its “Until It Works” guarantee, which promises clients 10+ hours saved per week within 90 days—or STOA works for free until that goal is met.
The inspiration for STOA came years earlier, while Goncalves was living in Spain. As a freelancer, he saw firsthand how owners of small and mid-sized businesses were stretched thin. “They couldn’t scale because the business was too dependent on them,” he said. “The gap I saw was this: small and mid-sized businesses desperately need strategic tech leadership, but they couldn’t afford the traditional option.” With that realization, Goncalves built a model that combined strategy and execution, offering both guidance and hands-on implementation.
That clarity was sharpened when he participated in the Wake Forest Founders Accelerator, a program of the Wake Forest Business and Industry Partnership (WFBIP). “The WFF Accelerator was transformational for STOA in three specific ways,” he said. “First, it forced clarity… second, it connected us to the community… and finally, it gave me confidence on a personal level.” As an immigrant entrepreneur, he added, “I feel a particular pressure to demonstrate the legitimacy of what we (and I) can do for others. This program helped me overcome barriers to developing trust.”
Goncalves’ refined vision and strong community connections came to life at the Wake Forest Founders Pitch competition, where STOA was named an award winner. “The core angle that resonated, I believe, was the exponential effect that STOA services can have in the community,” he reflected. “By providing our solutions to local businesses needing this kind of support, we not only create a profit for STOA but boost the community’s productivity.”
For STOA, the recognition was both validating and energizing. “Starting a business is full of self-doubt—‘Is this idea actually good? Are we on the right track?’” Goncalves admitted. “Having external validation from experienced instructors, judges, and fellow business owners confirmed the value our model can provide.”
Looking ahead, STOA has ambitious goals. By 2026, the company plans to expand its AEC client base to 15 long-term partners, double that number by the following year, and launch a calendar of public workshops to help local businesses better understand and adopt digital tools. “We want to grow our customer base and have an established presence in the Triangle as a reliable solution provider,” he said.
At the heart of this growth is STOA’s philosophy to “minimize chaos, maximize value.” For Goncalves, this approach is about much more than technology. “We don’t throw software at problems we don’t fully understand. Perhaps our client’s tech stack is fine, but it is the underlying procedure that’s failing them. We start at the beginning.”
For aspiring entrepreneurs, Goncalves has one clear piece of advice: take action. “Get specific faster and take action. Beware of perfection,” he urged. “I strongly believe that more businesses fail because of a lack of action rather than from mistakes. Just get to work. Present yourself and your idea in front of people. An MVP is enough. You will have time to refine.”
Jason Cannon, President of the WFBIP, said STOA’s story highlights exactly what the Accelerator and Pitch competition are designed to achieve. “Alejandro and STOA represent the kind of innovative, high-growth companies that thrive here in Wake Forest,” Cannon said. “The Accelerator gave him the tools, the Pitch competition gave him visibility, and now his success is making a real impact not just locally, but across the Triangle and beyond. This is what building a stronger entrepreneurial ecosystem looks like.”
From sharpening his vision through the Wake Forest Founders Accelerator to success in the Pitch competition, Goncalves has positioned STOA as both a growing business and a partner in strengthening the region’s entrepreneurial ecosystem. As he summed up, “Innovation is not only available to corporations. We are bringing these capabilities to everyone—and that makes our community more competitive and prosperous.”
