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From a napkin sketch to software people use.

I design and build first versions of new products for founders: web apps and SaaS that real users can sign up for. I scope it with you, I build it, and the price is fixed before any work starts.

Tell me about your idea or see how a project runs
Napkin · the ideaAug 2026

Founders can’t tell why their landing page isn’t working.

paste a link → score + fixes

in under a minute, and free

accounts? later

a few lines is enough to start

What I build

First versions of new products, built to be used

New products for founders

You have an idea and the people it’s for. I turn it into a web app or SaaS product they can sign up for and use, usually within a few weeks.

  • The core features your first users come for, and nothing they don’t need yet
  • The admin screens you need to run it day to day
  • Live, with the code and notes handed over to you
The same approach also works for
  • Apps for your customersPortals, booking and ordering flows.
  • Internal toolsReplace the spreadsheets and copy-paste your team runs by hand.
  • Websites that convertA clear site that turns visitors into enquiries.

Case study

Crit: from a napkin to a live product

A free tool that reviews a landing page in about 30 seconds. I scoped, designed, built and run it the same way I’d build yours.

The problem

Founders can’t tell why their landing page isn’t working, and asking a chatbot gives a different essay every time.

What I built

A review with the same structure every time: a score, six areas, each problem quoted from the page with a fix. It reads the words and screenshots the design.

How it runs

Two free reviews a day, about a cent each to run, with a site-wide limit. Pages that can’t be read don’t use up a review, and submissions stay private.

the easy part was getting it right once

Who builds it

The person who scopes your product is the person who builds it.

I spent most of my career on the product side: talking to users, deciding what to build first and working with engineers to ship it. I started as an engineer, so when we weigh what you want against what it costs, both are in view from the start.

10 yrs
in software and product, starting as an engineer in 2014
$6.4M
documented cost impact, NLP redaction platform at Novartis
500K+
enterprise users on the supply chain AI I led at Resilinc
PSPO I
Professional Scrum Product Owner, Scrum.org
More about my background

How a project runs

Five steps, one fixed price

  1. 1

    We talk through the idea

    A paragraph, a deck or a full spec is enough. The call is free.

  2. 2

    Written scope, fixed price

    What launches, what waits, one price. Nothing billed until you accept.

    the price is set here, once

  3. 3

    I design and build it

    From designs to working software. Try it while it’s built.

  4. 4

    You try it, I refine it

    In-scope changes included. Anything else quoted first.

  5. 5

    It goes live, it’s yours

    Product, code and notes any developer can pick up.

Each step in detail

Straight answers

What founders usually ask first

Each project has a fixed price based on its scope, so there are no hourly bills. I send it after our first call, once we have agreed what to build, and nothing is billed until you accept it.

when I’m not the right fit

I build for the team and users you have today. If you need a system designed for very large scale from the start, I’ll say so on the first call and tell you what kind of team to look for instead.

Writing

Get in touch

Got a napkin?

A few lines on what you want to build and who it’s for is enough. There’s no cost or commitment at this stage.

What happens next
  1. 1I reply by email, usually with a few questions.
  2. 2We talk through the idea on a call.
  3. 3You get a written scope and a fixed price.

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