I build the systems a business runs on: custom CRMs and internal
tools, business process automation, and AI assistants that do real work. One
person, first call to handover. You are never handed to anyone else.
UK-based. I work with businesses across the country, entirely
remotely.
20 minutes. You leave with a clear view of what to build
first, whether you hire me or not.
How this started
The website was the symptom.
I started out building websites. The first business that let me near its operation
was Cutting Edge Hair Salon. Its old site had seven navigation items and not one of
them said Book. Every question it failed to answer arrived instead as a phone call,
into a room where the only person who could answer it had both hands full.
That is where the work changed for me. The website was the visible symptom.
Underneath it there was no system at all: nothing catching an enquiry,
nothing routing it. So I built the site around the one thing that actually pays
(the fastest route to a human) and started learning how to build the
part nobody sees.
I put more into that first build than the salon needed, and cut half of it before
launch. Every project since has started with what can be deleted.
I don’t build anything I can’t explain to the person who has to live
with it. If a system needs me in order to keep running, it isn’t finished.
If your business is held together by people remembering things, that is the
conversation I want to have.
What I build
Four kinds of work, one job.
Nearly all of it comes back to the same problem: the business is held
together by people remembering, retyping and chasing. These are the four places I
go to fix that.
Systems
Custom CRMs and internal tools. One place where a job, a customer or an enquiry
actually lives, built around the way your team already works instead of the way
a software vendor wishes it did.
The retyping, the chasing and the copying between tools, handed to a process that
runs whether anyone remembers it or not, with a run history you can open when you
want to know it fired.
Assistants and agents that read, decide and act: scoring an enquiry the moment it
lands, drafting the reply, keeping the record straight afterwards. Not a chat box
bolted to a homepage.
A front door built to start a workflow rather than sit in a search result. One
service of four, wired into everything above rather than standing on its own.
Named, so you can judge the fluency before you pay for any of it. I
choose per project, and I won’t put a tool on your business because it happens
to be the one I know best.
What a build looks like from the inside: the scenario on one side, its run
history on the other. The second one is how you know last night actually worked.
Cloudflare
Pages, Workers and KV. Where the sites and the small services I write actually
run, close to the visitor, with no server for you to keep alive.
Make.com and n8n
Where a process gets wired together. Both keep a visible run history, which is
how you check a claim I make instead of taking my word for it.
Airtable and Supabase
The data layer. Airtable when your team needs to see and edit the records
themselves; Supabase and Postgres when it has to hold up under real load.
Anthropic and OpenAI models
The reading, drafting and judgement work. I pick per task on accuracy and cost,
and I build so the model can be swapped without rebuilding around it.
Twilio
SMS and voice, for when a system has to reach a person who is not sitting in
front of a screen.
Stripe
Payments and everything hanging off them: invoices, receipts, and the chase
when one fails quietly.
Hand-written HTML, CSS and JavaScript
Anything a visitor loads. No page builder, no framework tax, nothing you
couldn’t host somewhere else tomorrow.
I also work inside whatever you already
run: your booking system, your accounts package, Google Workspace or Microsoft
365. I would rather do that than move your team off tools they know to suit me.
How the work runs
Six stages. I call it Working Order.
Same order every time, whether it is a website or the system your
operation runs on. Each stage has something in it you can hold me to.
01
Enquire
You tell me what is breaking and what it is costing you. Email, WhatsApp or the
form, whichever is quickest. No commitment at this stage and nothing sold at
you.
02
Discovery call
Twenty minutes on how the operation actually runs, where the hours go and what
to fix first. Direct questions, direct answers. You leave with a clear view
either way.
03
Proposal
A fixed written scope and price before any work starts: what gets built, what it
does, what it deliberately will not do, and when you will have it.
04
Build
I design and build it, with a staging link and regular check-ins, so you watch
it take shape instead of waiting for a reveal at the end.
05
Review and revisions
You and your team work it hard and tell me what is wrong. Two rounds of
revisions are included in every project.
06
Launch and handover
Full handover documentation and a walkthrough at launch. Every account stays in
your name, and you own everything that gets built.
Every build is scoped and priced individually;
it depends on what your workflow actually needs. The discovery call is where
that gets nailed down, and you get a fixed written price before any work starts.
Qualification
What I won’t take on.
Five kinds of project I turn down, so you can rule yourself out in
thirty seconds instead of on a call in three weeks.
Operations too small to justify the spend. If the hours a system would save are
worth less than building it, I will say so and you should keep your money.
Wanting a cheap template. There are decent tools for that and I will point you at
one; it is not what I do.
Expecting AI to fix a broken sales process. Automating a process nobody has fixed
only makes the mess arrive faster.
Unwilling to grant access to the systems the work depends on. I cannot automate
what I am not allowed to see.
Needing it live next week. Scope rushed to hit a date is how you end up with a
system your team quietly stops using.
If you recognise your business in that list, say
so on the call and it saves us both an afternoon. If you are somewhere near the line,
I would rather look at it properly than guess.
Your data
Your data, plainly.
Before you give anyone access to your customer records, your inbox and
your phone routing, you should know exactly what they can see and what happens the
day they leave.
Where it lives. Your data stays in your own accounts with the
providers you already use. I hold nothing beyond what the build needs, and that
goes at handover.
What I can see. Only the systems you give me access to, for as
long as the work needs it. I ask for the narrowest access that will do the job,
not admin on everything.
NDAs. I sign them. Send yours before the first call if it means
you can speak freely.
Ownership. Every account is set up in your name and stays in
your name. The code, the workflows and the data are yours, during and after.
The day it ends. My access comes off at handover, or the day you
ask, whichever is sooner. You get a written list of everything I held.
Talk to me
You’ll be talking to me, not a sales team.
Whichever of these you use, it reaches me. There is no shared inbox and
no account manager in the middle.
I’m the assistant Daniel built for ODUEX. Ask what he builds, how the
work runs, or tell me what is going wrong in your business and I’ll
tell you where he’d start.
