Software coaching for business owners
You build it.I'll stop it falling over.
AI tools are good enough now that you can build your own CRM, booking system or stock tracker without being a developer. The first few weeks usually fly. Then the stuff nobody warned you about turns up. I sit in on the build, look over what the AI wrote, and catch that stuff before it costs you a month.
No obligation. We'll talk about price on the call. No surprises.
This is for you if
- You run a business and you've a fair idea of the tool you wish existed.
- You've had a go with Claude, Cursor, Lovable or similar and got further than you expected. Then you got stuck.
- You'd rather own the thing and understand it than pay monthly for software that half fits.
This isn't for you if
- You want it built and handed over. I do that too, but it's a different job, so get in touch about that instead.
- You've already got developers. Ask them, they know your setup better than I do.
- You want a course to watch. This is your project, on a shared screen, every time.
Where it goes wrong
The bits that catch people out
None of these show up on day one. They show up six weeks in, when changing them is expensive. I've been caught by most of them myself.
A dropdown that's secretly a database decision
The request was to add two tub sizes to a product. Sounds like an afternoon. Done the obvious way, it would have quietly doubled the numbers a production plan runs on. AI tools will happily build the obvious way.
Read the full story →Errors that point the wrong way
I once spent far too long re-reading a model name that was right all along. The real problem was the account tier. AI will confidently fix the wrong thing if nobody's asking the right question.
Read the full story →The stuff you can't see
Logins, customer details, payments. When they're wrong, nothing looks broken until it really is. This is the bit I'd least want anyone to wing.
Two ways to work together
One to one
Build sessions
We get on a call, share a screen and work on your actual project. That might be getting set up properly at the start, planning what to build next, or untangling something that's stopped working. You come away with working software, and you know why it works.
- Your project, not a tutorial
- Foundations set up so you're not rebuilding in three months
- Book one when you need one
Monthly
Support retainer
For when you're building every week. We have regular sessions, and in between I'm looking over what's been built and answering the questions that would otherwise stall you for a day.
- Regular sessions through the month
- I review the code before it goes live
- Message me when you're stuck
Right now
I'm coaching a small business owner through building his own CRM.
He's not a developer and he doesn't want to be one. He knows exactly how his business works, though, and that turns out to be the hard part. The AI does a lot of the typing. I make sure the foundations are right and that what goes live won't fall over. It's going well, which is why this page exists.
Why me
I ran kitchens for years before I wrote software.
As a head chef you don't cook every plate. You show people how, set the standard, and stand at the pass catching things before they go out. Coaching someone through a build feels a lot like that.
I taught myself to code on bad-weather days during ski seasons in the Alps. Since then I've led frontend teams and built AI systems for places where security really matters. I still remember not knowing what any of it meant, which helps.
Tell me what you're trying to build.
It's a free call. If I'm not the right person for it, I'll tell you and point you somewhere better. We'll talk price on the call too, so there are no surprises.
Rather write it down? Send a message instead.