Two products shipped this year.
Two I can show you end to end: what got built, what deliberately didn't, and why.
HotHawk
2026 · B2B SaaS · Sales tooling · 0→1
A cold email sequencer for serious outbound teams.
HotHawk sends cold email at volume and captures every reply in a master inbox that misses nothing.
Plenty of tools do this and they all ship fast, so the work is less about building more and more about finding the edge: which features change a buying decision, and which just add surface area. There is a lot of product here, and real architecture under the sending, so every yes costs something elsewhere.
What I did
- Positioning and the wedge against a crowded category
- Roadmap and every prioritisation call
- Discovery with sales teams
- Development specs and briefs
- Feature wireframes and design direction
- Regular QA testing of new features
Subding
2026 · B2B SaaS · Social listening · 0→1
Reddit keyword alerts, minus the noise.
Subding watches Reddit posts and comments and pings you in Slack, Discord, email or a webhook the moment your keyword comes up.
People ask for recommendations on Reddit constantly, and by the time you find the thread someone else has answered. The hard part was restraint: sentiment scoring, AI filtering and dashboards would each have made it worse.
What I did
- Scoped it down to one job, and defended that scope
- Designed the alerting model and noise-filtering rules
- Built the messaging around a single promise
- Took it from idea to live product
Most of what I've worked on I can't put on a website.
Five years of agency work means dozens of products across other people's companies, and almost all of it sits under NDA.
I won't name those clients here, and I'd protect yours the same way. Happy to talk through the relevant ones on a call, including the parts that went badly.
Want this pointed at your product?
Start with a call. If it's worth going further, the Product Audit is £999 and takes a week.