We have changed how we sell. Not what we do.
You subscribe to a product team: a senior designer and a senior Laravel developer working on your product every week, for £4,500 a month, with no hiring, no notice period and no quote to argue about. One request at a time, as many as you like in the queue, pause or cancel any month.
This post is the whole thing written down — the rules, the maths, and the three cases where you should not buy it.
Why we stopped quoting projects
A fixed quote is a bet both sides make before either of them knows enough.
We write a number based on a conversation. You accept it. Then the thing you actually need turns out to be slightly different from the thing we scoped, because products are discovered rather than specified. Now there is a change order, and the relationship has a meter running through it. Every honest agency has had the conversation where a client stops asking for improvements because they are frightened of the invoice. That is the model failing, not the client.
The other half of it is ours. Project work means permanent selling. You finish a build, the revenue stops, and everyone goes back to chasing the next one. You cannot plan a team around that, and you certainly cannot plan a product around it.
What you get for £4,500 a month
- One request at a time, unlimited queue. You add what you want built and drag it into the order you want it. We work the top item and ship it, then take the next.
- Typically four to eight requests a month. A request is one piece of work we can finish in one to five working days: a screen, a flow, a landing page, a feature slice, a bug fix, an integration.
- 48 hours on design, on average. Development gets an estimate when it reaches the top of your queue. We do not promise a fixed turnaround on code, because nobody can keep that promise honestly.
- A named designer and a named developer, plus a named cover person for holidays. You talk to them directly, and the architecture and the code review come from a founder.
- Unlimited revisions within a request. You are buying the finished thing, not a draft.
- The code and the design are yours, transferring on payment of the month they were made in.
Pay quarterly and it is £12,825, which is 5% off. Pay six-monthly and it is £24,300, 10% off. Cancel inside your first week and we refund 75%.
The maths, against hiring
A senior product designer and a senior Laravel developer, in-house, cost roughly £115,000 to £130,000 a year once you add employer's NI and pension. It takes about three months to find them, and there are notice periods at the other end when it does not work out.
The plan is £54,000 a year and starts this week.
That is somewhere between £61,000 and £76,000 a year, before you count the recruiter fee, the three months of nothing, the laptops, the software, or the management load of being two people's boss for the first time.
Now the honest part, because the comparison is not quite like for like. You are not buying two full-time people. You are buying a lane that ships continuously — roughly two developer-days and one design-day a week, which is what one active request at a time consumes. If you genuinely need eighty hours a week of product work, hire; we will tell you so on the call and help you write the job spec.
What most funded founders actually need is a thing that ships every week without them managing anybody. That is a lane, not a payroll.
The maths, against an agency
Agencies are not expensive. Agencies are unpredictable.
Four to ten thousand pounds a project sounds cheaper than £4,500 a month until you count the proposals, the two-to-six-week gap before anyone starts, the change orders, and the fact that the team that built it has moved on by the time you need it changed. The second version costs nearly what the first did, because somebody has to learn your codebase again.
A subscription has no proposal stage, no scoping gap and no handover — the person who designed the screen sits next to the person who built it, and they are the same two people in month nine as in month one.
What we can take off you entirely
This is the part people underestimate. Within the plan, we will:
- Design and build features, screens and flows, week after week
- Take over an existing codebase, including one built with Lovable, Bolt or Cursor
- Run the infrastructure — hosting, deploys, staging, backups, monitoring
- Build the admin your team actually uses, so content changes never come back to us
- Wire up Stripe, Postmark, Twilio, OpenAI and whatever else the product needs
- Do the SEO and Google Ads work when the product needs traffic, not just features
- Sit on the architecture decisions, which is the judgement you would otherwise buy as a fractional CTO
Our engineers use AI tooling to move faster, and every line is reviewed by a senior developer before it reaches you. That review is the entire difference between shipping quickly and shipping something you will be unpicking in March.
When it is the wrong answer
We would rather say this here than on a call.
You have an idea and no users. Prototype it yourself, in whatever tool you like. Come back when real people, real data or real money arrive. That is the week this stops being premature.
You need one thing built and then nothing. That is a project, and a project is what you should buy. We do a two-week kickoff sprint at £1,950 for exactly this, and if you subscribe within 30 days the whole £1,950 comes off your first month.
You need two things moving at once, permanently. One active request is what keeps the price where it is. If your queue consistently needs more, that is the Pro plan at £7,500 a month — two active requests and a weekly call — not us quietly working longer hours.
How to start
A few places open each month at £3,500 a month for your first six months, applied at the checkout with nothing to type. After that it is £4,500.
You can start today on the plan, take the kickoff sprint first, or book thirty minutes and we will tell you honestly whether a subscription is the right way to buy what you need. If it is not, we will say so — that is a perfectly good outcome and it costs us nothing to be straight about it.
