Your idea works.
It just doesn't exist yet.

We turn business problems into working digital products — priced before we start, shipped as a first version people can actually use. No tech jargon. No wasted features. Just a system that does what you actually need.

That covers two kinds of work. Small businesses and founders come to us to get a manual process running as software. Product and engineering teams come to us for the parts that are awkward to staff internally — a mobile SDK, a Google Ad Manager or AdMob integration, an AI feature that has to hold up in production. Both are on the services page.

Tell us what you're trying to solve

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Useful notes before you build

Short guides and tool comparisons for business owners and founders who want to make better software decisions before spending money on development.

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You know what needs to happen.
You just don't know how to build it.

Maybe you're running a clinic and patients keep missing appointments because the booking process is a mess. Maybe you're a founder with an idea that makes perfect sense on paper — but you don't know where to start technically.

Maybe you hired a developer once and got something that looked fine but didn't actually solve the problem.

You don't need another developer. You need someone who thinks about the problem first.

How it actually works

01

You explain the problem

In your own words. No technical language needed.

02

We map the logic

We figure out how things should actually flow — what triggers what, who gets notified, what happens when something goes wrong.

03

We challenge it

Before building anything, we look for what's missing, what's overcomplicated, and what can be cut.

04

We build it

A real, working product. Not a mockup. Not a prototype. Something you and your team can use tomorrow.

What you actually get

A clear problem definition

A written statement of what the system has to decide, what it must not do, and what version one deliberately leaves out.

A system map

A visual map showing how everything connects — so you understand your own product, not just use it.

A working product

Deployed, functional, ready to use. Not a demo. Something you can hand to your staff or show to investors.

Real time saved

Hours of manual work replaced by a system that handles it. Processes that ran on WhatsApp and phone calls now run themselves.

Timeline: scope sets it, not technology. The three builds on this site took about one month, about two months, and about six. The estimate is written down before work starts, and it is what the price is derived from.

Three projects that are live right now

All three of these are running and you can open any of them. Each one says how long the build took and what the decisions were that set that number. Nothing here is a mockup or a pilot.

Mincha Time

First version in about a month

A reminder app for prayer times. The user gets a notification before the relevant window closes wherever they happen to be, without setting anything up again each day. What you see from the outside is a notification arriving on time. What it takes is a send engine that fires on the right minute, every day, for every location.

  • Prayer times come from the Hebcal zmanim API. Notifications go out through Firebase Cloud Functions, Firestore and FCM.
  • There is no task queue. A function runs once a minute and checks whether a Firestore document exists for the current minute. Documents are keyed hour_minute, so 13:47 is the document 13_47. If it is not there, the run does nothing.
  • Users are grouped by rounded latitude and longitude, so the zmanim API is called once per location per day instead of once per user. Each run also writes tomorrow's document for that group, so the schedule advances one day at a time instead of being precomputed.
  • Two separate and independent ways to stop receiving: a permanent off switch and a same-day snooze. Both get checked before every send.

Domino's Pizza Ra'anana

About two months, in daily use for over five years

An ordering site for the Ra'anana branch: menu, deals, cart, payment and delivery. From the outside it looks like a menu. The real work starts the moment a customer hits checkout.

  • Built in Vite and React on top of Base44, with card payments through Cardcom.
  • Orders are handed to the branch's Aviv POS, so nobody retypes them at the register.
  • The order of operations around money: a pending order is created first, then payment runs at Cardcom, and only after that come the status update, the emails and the POS handoff.
  • Every delivery zone carries its own delivery fee and minimum order, and those two values decide whether an address can complete an order at all.
  • A deal is not a discounted product. It can hold several products with its own option choices, so the cart keeps the deal's structure instead of flattening it into one line.

Djob

About six months

A two-sided recruitment workspace: candidates on one side, roles and recruiters on the other, and the matching between them. Public plans start at $29 a month.

  • The data sits in PostgreSQL, with the platform built on Base44.
  • Embeddings use OpenAI's text-embedding-3-small, computed over structured statement parts rather than one text blob per record.
  • That is what makes a result explainable. Cosine similarity gives a proximity score, and a score on its own is not a decision — a candidate can look close to a role and still fail a hard requirement, so the score passes through simple pass/fail business rules.
  • The matching screens read from snapshot tables rebuilt once a day, instead of scoring every candidate against every job each time a page opens.
  • Two audiences needing different things out of the same data is what made this a six-month project instead of a one-month one.

What this actually costs

A build is priced by the estimated month of work: $5,000 to $10,000 for every month we estimate. Where a project lands inside that range is set by complexity. A build we estimate at two months is priced as two months, and the estimate goes into the written proposal before any work starts — so you are agreeing to a number, not to an hourly meter that runs until someone says stop.

After launch, work is billed hourly at $85 to $165, against hours actually worked. There is no standing monthly retainer on a small system, so a month where nothing needed doing costs nothing.

What moves the price is scope, not technology. One calculation and one reminder going out is roughly a one-month job. Add payments and an external system you have to push orders into and keep in sync, and you are at the Domino's Ra'anana scale. Two audiences who need different things out of the same data is a different order of magnitude again.

The same method, on three real builds

So the range is concrete, here is how it maps onto the three projects above. These are benchmarks, not a quote for your project.

Mincha Time
About one month$5,000 to $10,000
Domino's Pizza Ra'anana
About two months$10,000 to $20,000
Djob
About six months$30,000 to $60,000
Tell us what you are trying to build

Practical systems we build

These are the kinds of focused builds that usually create the fastest operational lift for small businesses and early-stage teams.

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Reservation and booking automation

Replace phone calls, missed WhatsApp messages, and manual confirmations with a booking flow that confirms, reminds, and updates people automatically.

Client intake systems

Turn scattered forms, calls, emails, and chats into one clear intake process that gathers the right details before work starts.

Focused MVP builds

Build the smallest useful version of a product idea so founders can test the real workflow with real users before overbuilding.

Internal operations tools

Move repeated work out of spreadsheets and chats into simple tools that help teams track, update, and act on the same source of truth.

For product and engineering teams

Mobile SDKs, ad monetization, and AI inside a product that already ships

The other half of the work is not about replacing phone calls and WhatsApp threads. It is engineering inside products that already exist and already have users: native Android and iOS, SDKs that host apps embed through React Native, Flutter or Unity wrappers, Google Ad Manager, AdMob, IMA for video and GMA for mobile display, releases through the App Store and Google Play, and AI features added to a codebase somebody else wrote.

The brief here is rarely "build us an app". It is "this integration does not behave and we need someone who has shipped one before".

Mobile SDK development

Build and maintain libraries other developers embed: native Android and iOS targets, the React Native, Flutter and Unity wrappers around them, and release builds verified from the packaged artifact.

Explore service

Ad monetization and ad server integration

Integrate Google Ad Manager, AdMob, IMA and GMA as the separate systems they are: correct initialization order, identity and signal enrichment at every request site, and verification against real ad requests.

Explore service

AI features inside existing products

Add an AI feature to a product that already has users: embeddings and ranking where they help, plain business rules where they must decide, and cost and latency handled as design constraints.

Explore service

What this work actually turns on

The wrapper is where it breaks

Native Android and native iOS are one problem. React Native, Flutter and Unity add a layer that has to forward every call and every callback the host SDK expects, and that layer is where most integrations actually fail — not in the native code underneath it.

A debug build proves nothing about a release build

Release builds on Android run R8 and ProGuard, which can strip or rename a class an ad SDK resolves reflectively at runtime. Reading the source cannot tell you whether the keep rules are right. So we check the packaged APK or AAB, and the built framework on iOS, rather than the source tree — a unit test cannot catch a class that compiled fine and then got dropped from the shipped bundle.

Silent revenue loss has no stack trace

Identity and signal enrichment has an ordering constraint: the adapter has to be registered and ready before the ads SDK initializes, and that readiness has to be awaited. Miss it and the first ad request of the session goes out unenriched with no error anywhere — it just earns less. Same story if one ad-request site in the app skips enrichment.

Verification means real ad requests

There is no unit test for whether the ad server received the parameter you think you sent. You make real requests and inspect them. Google Ad Manager, AdMob, IMA for video and GMA for mobile display each have their own initialization order, request shape and failure modes, and treating them as one interchangeable thing is the usual reason an integration is quietly broken.

Same terms as the rest of the work: a build is priced by the estimated month of work, hands-on integration is billed by the hours actually worked, and there is no standing retainer to sign. This is where our contract engineering sits: we work with IntentIQ, an ad-tech company, on mobile SDK development and on identity and secure-signals integration across Google Ad Manager, AdMob, IMA and GMA. What is inside their SDK stays theirs, so what we publish is how this work is built and how it is checked, which is the engineering detail above.

See these three services in detail

We're not an agency.
We're not freelancers.
We're a system.

A developer takes your requirements and builds them — even the bad ones.

An agency takes your budget and fills the time.

We take your problem and solve it.

That means we'll push back if something you're asking for doesn't actually help. We'll suggest cutting a feature if it adds complexity without adding value. We'll ask "do you really need that?" before building it.

Less software. Better outcomes.

Who this is for

You don't need to be technical. You need to know your own business.

And if you are technical, the conversation just starts further in — at the release process, the wrapper layer, or whichever ad request is not carrying what it should.

  • Small business owners with a process that's broken or manual
  • Founders with an idea who don't know where to start technically
  • Anyone who's been burned by a project that went nowhere
  • Product teams shipping a mobile SDK, or maintaining one that host apps keep integrating differently
  • Engineering teams whose ad monetization needs to be verified against real ad requests rather than assumed
  • Teams adding an AI feature to a product that already has users and cannot be taken offline for it

The only thing we need from you: a clear sense of the problem. We handle the rest.

Got a problem you've been thinking about?

You don't need a spec. You don't need a brief. Just tell us what's not working — and we'll tell you if we can help.