Written down

What we learned building it.

Mostly the things that went wrong, and what we do differently now because of them.

Book a call What we build

An open notebook of handwritten working notes beside a pen.

Writing

Working notes, no vendor talk.

What we ran into building the systems, and what we do differently now.

14 September 2026
Four seconds on a rural connection
Most Bay of Plenty business websites are tested on office wifi and used on a phone in a paddock. That gap is where the enquiries go.
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14 September 2026
The shared inbox is a leak
If every enquiry lands in an inbox somebody has to remember to check, you are losing work and you cannot prove it.
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14 September 2026
Priced before he left the driveway
Most trade quoting happens at the kitchen table at nine at night. It does not have to.
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14 September 2026
Six numbers, not forty
Most dashboards show you everything and answer nothing. Here are the six a small business owner actually opens the laptop for.
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14 September 2026
The gaps between your tools
Every tool you use works fine on its own. The failures happen in the spaces between them, quietly, and usually nobody notices for months.
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14 September 2026
Impressions are not jobs
Every ad platform reports the number that flatters it. Only one number pays you.
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14 September 2026
What Google Ads actually cost per lead
Nobody publishes this, so here is a real one. $577.98 down to $148.10 over sixty days.
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14 September 2026
Nobody on Facebook is looking for you
Which is exactly why the creative has to do the work the targeting does everywhere else.
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