01 — Personal
Check standard tools first. Then build.
Custom development has a bad reputation: expensive, slow, and in the end nobody understands it anymore. That happens when people build things that could be bought off the shelf. Our first question is therefore always whether an existing tool solves the problem. Very often the answer is yes, and then we say so.
We build when the standard genuinely doesn't fit: when your quoting process has three edge cases no form builder can handle. When two systems need to talk but share no interface. When a team sinks hours every week into a spreadsheet that a small tool would finish in seconds. Those gaps are exactly what we are here for.
Our standard: every piece of code we hand over is documented, has a clear owner and can be maintained by another developer without archaeology.
02 — Discipline
Multi-step forms & lead funnels
A good form doesn't feel like a form. We build multi-step flows that guide prospects step by step: ask about their needs, show fitting options, and collect exactly the data sales needs at the end. With progress saving, validation that helps instead of annoys, and clean handover to CRM and email system.
For campaigns we build variants that can be tested: different order, different questions, different ending. Whatever converts better stays. The measurement behind it comes from our tracking stack, so every variant gets honest numbers.
03 — Discipline
CRM pipelines with HubSpot & Pipedrive
A CRM is only as good as the pipeline behind it. We set up HubSpot and Pipedrive so leads automatically land where they belong: right stage, right owner, enriched with source and context. Whatever can be automated gets automated: follow-up tasks, deal movements, notifications to sales.
The email program to go with it, from welcome series to lead scoring, is what we build in CRM & email marketing. Together they make a sales process where nothing slips through anymore.
04 — Discipline
Integrations that connect systems
Shop and inventory management, CRM and accounting, form and Slack: most companies run a dozen systems that really should be telling each other things all the time. We build those bridges. Sometimes an n8n workflow is enough, sometimes it takes a proper API integration with error handling, queuing and logging.
What matters to us is robustness in daily use: what happens when a system is briefly unreachable? Who notices when data doesn't arrive? We answer questions like these before the first deployment, not after the first outage.
05 — Discipline
Internal tools instead of spreadsheet acrobatics
Almost every company has that one spreadsheet that should really be software: price calculation, shift planning, inventory list, approval process. We turn it into a small web application with login, permissions and history. Not as a mammoth project, but in weeks, with exactly the feature set that is needed.
Where artificial intelligence genuinely helps, for example pre-sorting inquiries or drafting replies, we integrate it directly. We cover the foundations on our page about AI and automation.
06 — Discipline
Custom dashboards
When metrics from several sources need to come together and Looker Studio hits its limits, we build dashboards as small standalone web apps: direct connections to shop, ad accounts and CRM, metrics calculated the way your business actually works, and load times that are a pleasure.
Examples and screenshots of real boards are on the tracking page. It also explains how the data foundation underneath is built.
07 — Interplay
The missing piece in the system
Custom development is rarely a solo project for us. Usually it is the connecting piece: between the website and the CRM, between campaigns and sales, between data and decision. Because all disciplines sit under one roof here, the piece ends up fitting the whole. If a workflow in your company is jamming right now, describe it to us and we'll tell you what we would build, or buy.
You recognize good custom work by the fact that a year later it still just runs.
Which gap should we close?
Describe briefly the workflow that jams today and which systems are involved. We'll tell you honestly whether an off-the-shelf tool exists or whether custom work pays off. First call free, 30 minutes.