Startup Systems & Product Thinking

Your Business Should Run Like a Product

I help founders and small teams replace operational chaos with real systems. Same product thinking and engineering I'd bring to a startup. Applied to how your business actually runs.

Plan at Midnight. Thrive at Dawn.

Let's Talk How I Work
Startup Builder Products, platforms, internal tools
Engineer + Strategist I think in systems, not tasks
Founder-Led One person. Full ownership.

The problem

You've Grown Faster
Than Your Systems

The founder is the system

Decisions, follow-ups, client comms, internal ops. It all routes through you. The business works, but only because you're always on. That doesn't scale.

Nothing is repeatable

Onboarding looks different every time. Leads get handled based on whoever sees them first. There's no consistent process because nobody's designed one yet.

More tools won't fix it

You've added apps, maybe hired help. But the underlying problem is architectural. No one's sat down and designed how the business should actually work as a system.

Good businesses hit this wall. The ones that break through build systems like startups build products.

The approach

Three Pillars. One Way of Thinking.

Every engagement combines all three. The balance depends on where you are and what you need. Nothing here is a fixed offering.

Product Thinking

I treat your business problems like product problems. What's the core loop? Where does it break down? What would a v1 of a proper system look like? This is how I figure out what's actually worth building.

  • Map your operations as a system, not a task list
  • Find the highest-leverage problem to solve first
  • Design repeatable workflows before writing code
  • Improve processes the way you'd improve product features

This is how every engagement starts. It shapes everything that gets built.

Walk Me Through Your Business

Automation & Systems

Custom automation built around how your business actually operates. Not templates. Not generic workflows. Real systems designed for your specific processes, tools, and team.

  • Lead routing, follow-up sequences, intake automation
  • Content pipelines, scheduling, distribution
  • Onboarding flows, invoicing, internal reporting
  • Integrations between tools that don't natively connect

Scoped individually. Most engagements start around £400-500/month depending on complexity.

Let's Look at Your Setup

Technical Execution

I ship working systems, not decks or recommendations. Real code, real infrastructure, tested and deployed into your stack. This is what separates this from consulting.

  • Custom code when off-the-shelf tools fall short
  • API integrations, backend logic, data pipelines
  • Internal tools and dashboards your team will actually use
  • Documentation so nothing becomes a black box

The engineering is the work. It's part of every engagement, not a separate line item.

Tell Me What Needs Building

No lock-in contracts. I'll scope it, give you a clear number, and we go from there. If it doesn't make sense to work together, I'll tell you.

Working together

How an Engagement Usually Looks

There's no rigid process. But this is roughly how it goes when we work together.

01

We Talk Through the Business

You walk me through how things actually work. Where the bottlenecks are. What you've tried. I listen, ask questions, and start mapping the system in my head.

02

I Design What Needs to Exist

I spec out the system: what it does, how it connects, what tools it uses, and why. You'll see the full picture before any code gets written.

03

I Build and Ship It

Real engineering. I build the system, test it, and deploy it into your stack. Then I walk your team through how it works so nobody's left guessing.

04

We Iterate Together

Systems get better after launch. I monitor, adjust, and build the next thing that matters. Most founders stay on because this is where the real value compounds.

Who

A Startup Engineer.
Working with Founders.

Background

I'm a senior software engineer. I've built platforms, internal tools, data pipelines, and automation infrastructure across startups and established companies. The kind of work that makes products function at scale.

Now I do the same thing for founder-led businesses. If you're running a small team and hitting operational walls, I can probably help. I don't advise. I build.

Engineering-Led Real platforms, real infrastructure
Startup Experience Built products from zero to production
Solo Operator One person. Full ownership.
Before Where most founder-led businesses are

Tribal knowledge, manual handoffs, tools that don't connect. The founder holds it all together. It works, but it doesn't scale and it's fragile.

Operational chaos
After What changes when systems exist

Processes are documented and automated. Leads, content, and onboarding run consistently. The founder can step back from operations and focus on growth.

Scalable operations
Ongoing What compounds over time

Systems improve with use. Each month I refine what's running, build the next thing that matters, and the business gets a little more resilient.

Continuous improvement

Start here

Let's Look at How Your Business Actually Runs

Book a call and walk me through your operations. I'll tell you where systems thinking could make the biggest difference and what I'd build first. If it doesn't make sense to work together, you'll still walk away with a clearer picture.

  • We'll map your business together and find where it breaks
  • You'll get a concrete idea of what to build, not a slide deck
  • 20 minutes. Founder to founder.
Book a Call

Ready to Build Better Systems?

If you're a founder or small team hitting operational walls, let's have a conversation. I'll tell you what I'd build, how long it would take, and what it would cost.

Let's Talk

No contracts. No pitch. Just a straight conversation between builders.