About

The name is a joke about our clients' first week

Every startup arrives with the same pile: half a spec, three competing opinions, a deadline someone promised a board, and a feature list written at 1am. Our job is to sort that pile with you and turn the top of it into something that works.

How we're set up

Small on purpose

A senior, hands-on team that takes few projects at a time. You get the people who actually build it, on every call.

How we charge

Fixed phases, no surprises

Each phase is priced and agreed before it starts, and ends with something finished. Stop whenever you like.

How we talk

Plainly, in your language

Trade-offs explained in time and money, not acronyms. If we can't justify a decision to you, we don't make it.

How we leave

Replaceable by design

Documented, conventional, yours. A good handover is the point, not a service we sell back to you later.

What we believe, briefly

The smallest useful version first

Almost every launch list can lose a third of its features and get to market a month earlier. We'll argue for that cut, show you what it buys, and then respect your decision.

Boring technology, mostly

We pick tools your next hire will already know. Novelty is fun for us and expensive for you, so it needs a reason beyond curiosity.

Design and engineering aren't stages

The same people do both here, at the same time. Nothing gets designed that can't be built, and nothing gets built that nobody thought about.

Saying no is part of the service

If a project needs a different kind of team, or shouldn't be built yet, we'll say so on the first call. It costs us work and saves you a quarter.

Bring us your pile

Messy notes welcome. Tell us what you're trying to build and what's in the way — we'll reply within two working days.

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