How you, a non-technical founder, can hire a development team to build your dream product

You’ve got a great idea for a software product. Maybe it’s an app, maybe it’s a website. But you don’t know the first thing about coding. 

You’re not the first to face this problem.

We’ll walk you through a common sense process for hiring a software development team when you don’t have a technical background. We’ll focus on practical steps, easy to use tools, and clear communication strategies to help you turn your vision into a real, shipping product without doing any coding yourself. 

Know your product

To keep things simple we’re going to assume your dream product is a SaaS that is going to launch on the web, but its website is going to be designed “mobile-first” to maximise reach. This also means that it will be easier to create a dedicated app in the future because you’ll have already done some of the design work.

Your first mission is to know your product. You need to know who it is for and what problem it solves and that the intended audience is willing to pay for it. You can find most of that out by talking to a few of your potential customers. 

Know your competitors

You might have already taken this step. Your knowledge of the competition, or lack thereof, might be the very reason you came up with the idea.

Either way, you should research the competition. Google can help with that, but so can sites like G2 and Capterra. You want to identify your competitors’ target market, their USP, and their feature sets. Use that information to verify your own features and start drafting your own USP.

You may want to go so far as to sign up for free trials and see how the competition works, while also taking screenshots of feature implementations that you like or want to avoid.

Know your features

You’re not a coder. You might also not be a graphic designer or a UX designer. But you have used a lot of websites, a lot of SaaS, and in your competitor research you should have become quite familiar with what similar products are doing.

This is where you need to start laying out how your service will work. If this is something you’ve never done before you should start with AI-assisted tools like Creatie or UIzard. If you have some experience you might use Figma instead and draw out pages and interactive elements manually. Don’t forget you’re designing “mobile first”.

You want to end up with clearly defined flows for getting users logged in and flows for how they access and interact with your product’s features. 

Understand the big picture

A service offered via a website is more than just a few web pages. Your product will also interact with a range of 3rd party services depending on what you choose to build and run yourself versus what you defer to someone else (like payments).

Using 3rd party services is an effective strategy to reduce development time, but you will need to keep an eye on costs. So, launch with these kinds of services supporting your product, then look at which ones you can replace with inhouse solutions later down the line if it makes sense. 

Here are the main services your SaaS is likely to use:

You can use services like StackShare and BuiltWith to research your competitors or similar sites and see what their tech stack looks like. You will find all kinds of new things to read about. We also have an article about some services that can cut months off your runway.

Find your team

This is where our bias starts to show. And our pitch kind of starts.

There are different paths to hiring a team of developers. You can assemble a ragtag team of Fiverr and Upwork freelancers, but that does require the experience to judge the abilities of your candidates and the ability (and patience) to manage a dispersed team that might end up spanning multiple timezones. This can work.

A better path (we believe) is to hire your development team from a software development team extension provider like SoftwareSeni. It doesn’t have to be SoftwareSeni, but you want someone like SoftwareSeni. We have a major advantage that helps our Australian clients – our development team is based in Indonesia. This creates a large timezone overlap, making meetings, shared working hours, and communication in general easy to schedule.

Now, this service, this style of hiring developers to work on your product, is called a team extension because your team of one (or two) is being extended. It’s not a separate team, it’s not an agency you communicate with via an account manager – it is your team that you manage on day-to-day basis. 

Why we recommend this option for non-technical founders is because it comes with multiple layers of support.

The support inherent in a software development team extension

Unlike hiring remote developers off of Fiverr or Upwork, everyone on your team extension works together in the same location with a complete set of support staff. This means things like HR, training, performance management, etc are being handled for you. 

And, speaking for SoftwareSeni, you also get a dedicated project manager to help you plan and navigate each stage of the software development process. Your idea might be your first product. It isn’t theirs.

The result is a multi-level team dedicated to the success of your product. This doesn’t mean it’s going to be quick, easy or straightforward – building software never is – but it does mean you will be avoiding the headaches and downsides of working with multiple freelancers.

Finding your software development team provider

Google is your friend here. Find providers. Reach out to them and find out what products have they built that are similar to yours in terms of tech and features. You want to find providers with teams that have worked on similar projects.

Talk to them about your product. Ask them how their teams would build it and how they would run it once it was launched. Ask them about recommended team composition, rough timelines (never rely on these timelines, this is more for comparison between providers) and cost estimates.  

The classic “joke” is that software development can be fast, cheap and good, but you only get to choose two. Those three numbers are mostly based on team size, and team size is the major variable you have control over. It will affect your budget and your timeline. 

Choosing your team members

Once you have chosen your provider the next step is to choose your team members. Since you’re non-technical, the best advice is to go for as much experience as you can afford with programmers who have implemented similar features (and tech stacks – don’t let buttons and menus make you forget about servers and payment gateways). Your provider can help you with that. 

Make sure you have provisions in your contract with your provider for swapping out developers who aren’t contributing satisfactorily. This mismatch is normally clear early on and as a result these provisions often expire after a few weeks. Your needs/cashflow might also change so maintain clear communication with your provider so you don’t surprise them with requests to upsize or downsize your team that fall outside your contract.

Please note that the developers you hire are still autonomous individuals, much like any employee. They are not bound by law to you or your project and managing them needs to be done with the same care and consideration you would manage any team. This does need to be pointed out to some people.

Managing your team

This is too big a topic for this article. Or any single article. You will be simultaneously managing a team and a software development project. If you can break up big ideas into small steps, can be patient in the face of the frustrations of software development, and can handle a stream of video calls, Slack messages and emails, you will work it out. 

Remember – you’ll be working with experts who are all focused on the success of your project.

What are you waiting for?

You’ve got the big idea. Start making it happen. Work through the steps in this article. They’ll take time, but you will learn new things at every stage that will make each following step easier.

And if you want to chat about your idea and how it might be implemented, we love talking about this stuff. Get in contact with us for a chat.

Enterprise 6X-ed AI spend so here’s what to build and how to sell to them

Menlo Ventures just released an interesting report on The State of Generative AI in the Enterprise. The stand out number is that the enterprise market went from spending $2.3B on generative AI in 2023 to $13.8B in 2024 – an over 6x increase in a single year. 

With enterprise embracing products built around AI, if you’ve been sitting on a product idea now is the time to jump into the market.

We’ll give you a quick run through on where enterprise is spending money on AI and follow that with the steps your Customer Success team will need to take to guarantee your customers embrace your product. 

The AI-based products enterprise is spending money on

If you’re targeting the enterprise you have to ask yourself if you’re going cross-vertical or narrowing in on a specific vertical you have experience in. 

If you look at the chart above you can “see search and retrieval” as well as “Data extraction and transformation”. They are both broad use cases. Do you build a cross-vertical solution for those use cases, or do you say “Let’s extract this data in X vertical and transform it to do Y”? (Personally, we’d prove the tech in the vertical and then move into other verticals from there.)

Cross-Vertical Products

Some AI-based products are naturally cross-vertical. Businesses are all built on the same tech and share common processes. Being the preferred supplier for universal processes like “math” (looking at you, Excel), or “workflow optimisation” or “coding” opens up a huge potential market. 

Some of these broad tools include:

  1. Coding assistants: Tools like GitHub Copilot and Codeium speed up the boring, and sometimes repetitive nuts-and-bolts of programming: test cases, boilerplate, and debugging. They can shorten development cycles and allow for more ambitious projects.  It is no wonder they are becoming indispensable for IT and engineering teams in any industry. Given that you can fork an open source code editor like Visual Studio Code, add some interface logic and custom prompts to create your own coding assistant, it is no wonder options in this area keep growing.
  2. Support Chatbots: There are hundreds of players in the chatbot field. But enterprise has special needs and is demanding. Platforms like Aisera and Cognigy help enterprises automate customer service 24/7, and do it by offering scalable solutions and deep feature sets. 
  3. Enterprise Search + Retrieval: Products like Glean enable semantic knowledge searches across internal documents, CRMs, Slack channels, Google documents, databases – all of an enterprise’s data. And these products provide the fine-grained data access permissions enterprise requires on top of secure and regulatory compliant indexing and ingestion. Permissions, security and compliance – they’re the big challenges. Once that is done these systems are still just chat interfaces to RAG systems with bespoke prompts and AI workflows.
  4. Data Extraction and Transformation: This is quite similar to 3, and in that way Sana offers similar features to Glean. Data extraction is a form of search and retrieval, but AI, via RAG (and sometimes combined with traditional search tech), brings new ways to search and filter unstructured data, or turn messy data, like scans of handwritten forms, into accessible structured data. This “new” or newly accessible data can then be fed into decision-making processes or further AI applications.
  5. Meeting Summarisation Tools: That this category, which is Text-to-speech with smarts, ranks so highly speaks to how much time is lost in meetings. Fireflies.ai and Otter.ai are examples of this category. Not only do these products save people time, the summarisations they produce can be fed back into the Enterprise Search and Retrieval tooling so answers and decisions are globally accessible.

Vertical-Specific Products

Cross-vertical tools are the general solutions – toolkits like Glean and Sana where the effort and expense is in security and making them available to an entire enterprise. 

For verticals, the products are specialised versions of the general solutions. Here, you need to know the challenges, the data, the reports, and the processes of the vertical. If you can recognise where you can leverage AI and understand how to integrate it and how to convince the stakeholders to integrate it, you’re on your way to a successful product. 

Here are some verticals and the kind of AI-based products finding success. Note – this is the US market, which is quite different to the Australian market in how industries like healthcare and financial services operate. Also, all numbers are in $USD.

Healthcare ($500 million in AI enterprise spend):

Legal ($350 million in AI enterprise spend):

Financial Services ($100 million in AI enterprise spend):

Choosing and Developing Your Product Strategy

Let’s look at one type of product—Enterprise Search + Retrieval. It’s a good place to start as most AI products are built around search and retrieval. 

We’ll walk through what a startup creating such a product needs to undertake to ensure its successfully adopted by customers.

Ensuring Integration and Delivering ROI

Your Customer Success strategy needs to ensure that enterprises can integrate your product into their workflows while realising enough measurable value. Here, loosely, are the steps you’re going to need to take. 

Step 1: Strategic Alignment and Goal Setting

Before implementation starts you need to work with customers to align your product with their strategic priorities. For an enterprise search product, consider the following actions:

Step 2: Baseline Assessment

Establish a clear baseline to measure improvements once your product is being used:

For example:

These metrics will serve as comparison points post-deployment.

Step 3: Pilot Testing with Focused Use Cases

Run a targeted pilot with a single department or team before rolling out your product enterprise-wide. Keep the scope manageable with focused use cases—for example, deploying within HR for talent management or within IT for knowledge-base retrievals.

Actions to take:

Step 4: Integration and Scalability Design

Successful generative AI tools must integrate smoothly with existing systems (like Slack, Google Drive, or Microsoft Teams) while maintaining scalability for future needs. Particular attention should be paid to data privacy compliance when dealing with sensitive internal information.

Strategies for success include:

Step 5: Real-Time Monitoring and Iteration

Once your product moves into enterprise-wide use, monitor key metrics and track  performance against the benchmarks established during the baseline assessment phase.

Iterate based on feedback by optimising features like query suggestions or integrating additional data sources.

Step 6: Qualitative Impact Assessment

Beyond quantitative metrics, gather qualitative feedback through surveys and interviews. Assess how your product affects employees’ ability to collaborate or make decisions faster based on relevant insights.

Use feedback to refine features and add context-specific improvements.

Step 7: ROI Reporting and Stakeholder Communication

As results accrue, create clear reports that quantify both tangible (e.g., time savings) and intangible (e.g., employee satisfaction) benefits. Focus on linking these metrics back to strategic goals identified earlier.

Example ROI Report Structure:

  1. Baseline Metrics: Itemize pre-launch performance (e.g., search accuracy at 60%).
  2. Post-Go-Live Impact: Document achievements (e.g., accuracy improvement to 90%, time savings worth $500K annually).
  3. Customer Testimonials: Include quotes demonstrating how employees value the tool’s impact on their work.
  4. Long-Term Predictions: Highlight how ongoing adjustments will deliver scaling advantages across departments.

Step 7 is obviously the most important step, but you should know around step 3 or 4 how you are tracking on delivering value. That will give you opportunities to find and implement the targeted features and applications on top of your product that will win you the customer.

Now is the best time to start building on AI

As generative AI gains momentum in enterprise operations, startups have the opportunity to become embedded within enterprise workflows as the essential solutions providers.

As a startup, you can capture this momentum by either developing wide-reaching cross-vertical products like enterprise search or by addressing industry-specific needs in the vertical of your choosing.

But building a great product is only the first step. Ensuring your enterprise customers realise its potential is where the growth is. Enterprise wants every step of the implementation process to be focusing on delivering value. By investing in Customer Success, and taking all the necessary steps to reduce risk, like pilot testing and monitoring, you can lock customers in and position yourself as the go-to for the market.

We love talking product development. If you want to chat about your product plans, or about how SoftwareSeni could help you execute on them, get in touch.

US PropTech funding trends vs the Australian market

Funding for proptech has seen declines both here and in the US. But over there a few sectors are seeing funding. Like Australia, the US is dealing with interest rates and a challenging housing market, so we share some commonalities and proptech success in the US might give some clues to what might attract interest here. However, there are some major structural and cultural differences which means not every US product is going to work locally. 

The four proptech sectors finding funding in the US are home equity financing, rental management, eco-friendly building, and construction streamlining tools. 

Let’s break down which of these ideas might work locally, and what problems they might encounter if they tried it out in Australia..

Home Equity and Alternative Financing

In the US, startups like Splitero and Unlock offer homeowners cash in exchange for a slice of their home’s future value. In Australia, this business model runs into some problems.

Our regulatory framework doesn’t clearly accommodate these arrangements. The National Consumer Credit Protection Act would likely classify such home equity agreements as credit products, meaning startups trying to introduce these models could face heavy compliance burdens and ASIC scrutiny. Moreover, Australian banks already offer competitive equity release options like reverse mortgages, so there’s an established marketplace that might not welcome disruption lightly.

EasyKnock‘s sale-leaseback financing model, where homeowners sell their homes but lease them back, isn’t straightforward here. Tax complications add layers of difficulty with capital gains tax and stamp duty. In addition, Australia’s state-based tenancy laws are complex, and implementing this model nationally would be exceedingly difficult. And culturally, selling a primary residence—even under such terms—doesn’t sit well with many Australians who are strongly attached to homeownership as a long-term investment.

Rental management is not simple here

With house prices pushing wanna-be buyers into the rental market—similar to trends in Australia—the US has seen funding flow into rental services aimed at streamlining both processes and rewards.

One example is Bilt Rewards, a platform that lets renters accumulate loyalty points for paying rent through a credit card. While this raised hundreds of millions of dollars in the US, trying it here would hit some snags. In Australia rent is typically paid via direct bank transfer, not through credit cards. This preference is ingrained in our rental systems, making it difficult to establish the widespread adoption needed to make rewards meaningful. Additionally, Australia’s smaller merchant network means such loyalty programs would provide fewer tangible benefits compared to the US.

Then there’s Rentberry, which helps tenants negotiate rent prices and lease terms. While rent negotiations might occur in certain overseas markets, Australian rental laws are strictly state-specific with regulated lease arrangements, leaving little room for negotiations on what are almost always pro forma documents with a few tweaks. In the current market there is also very little room to negotiate on price.

But behind the desk, EliseAI’s conversational AI for property management could work well here with the right localisation. Automation in property management has appeal in a market that values efficiency, especially with the high volume of rental properties.

Eco-Conscious Homebuilding and Energy Efficiency

The demand for sustainable construction solutions is global; however, this space brings its own set of challenges when scaling technologies across regulatory boundaries. Proptech founders might want to consider what is happening in the US as hints to what might work here.

In low-emission concrete, we’ve already started. Overseas startups like Sublime Systems and Fortera, both of which produce low-emission concrete, are gaining traction and the technology aligns strongly with Australia’s commitment to sustainability in construction. Our own low-emission concrete companies, Holcim and Zeobond, face a smaller market, which in turn means lower demand and lower funding levels. But also a stronger drive for efficiencies which might help set them up as global competitors.

Quilt—which make energy-efficient electric heat pumps—face market entry challenges due to Australia’s highly varied climate zones. Melbourne homes require vastly different heating systems than those in Brisbane or Perth, so a “one size fits all” solution may not fly. Entrenched competition from established HVAC manufacturers also adds complexity; there wouldn’t be much room for error when competing on product effectiveness.

Then there’s Quilt, which offers energy-efficient heat pumps with room-by-room temperature control. Heat pumps aren’t new in Australia, but building a product tailored to a particular market to capture increased margins is a strategy worth studying and adopting. Between rises in energy prices and ongoing impacts of climate change driving Australia’s climate extremes further apart, climate control is market with lots of growth ahead of it.

Approaching climate control from a different direction, companies like Sealed, which connects the dots between contractors, home/business owners and government energy efficiency programs. They aim to drive installation of insulation and weather-proofing to help customers reduce spend on utilities. This is an interesting model to draw inspiration from, one which solar installation has used, but one where Sealed is setting itself up to capture value in the programs by placing itself in the middle of the process. By acting as an orchestrator it ensures everyone wins, including Sealed.

Construction streamlining – our red tape is different to their red tape

Builders and developers in both Australia and the US face escalating costs and expanding project timelines—a pain point ripe for tech-led disruption.

In the US, startups like PermitFlow are tackling construction delays caused by permit processes—something that has universal appeal across markets. But here we have important differences: Australia’s planning permits are a patchwork system that varies significantly from state to state. For any company looking to streamline this part of the process in Australia, local requirements complicate national expansion.

Meanwhile, tools like HighArc’s homebuilding automation platform offer potential in automating aspects of construction planning and design. However, they would face similar hurdles complying with Australian building codes and dealing with our unique construction methodologies (which can differ from their US counterparts).

So what’s your idea

So in the US they have it easier for accessing equity in existing houses and doing tricky financing. Australia is much more conservative on that front. Same with our rental market. But while the transaction focused portion of Australian real estate doesn’t allow much room to add value, there are a vast amount of options around those transactions that need support and streamlining. EliseAI should face stiff competition from Australian entrants.

And if property transactions have opportunities for support, then construction is wide open. They don’t all need to be end-to-end products like HighArc. Not when they start out. Anything that helps tame the complexity of construction and also its intersection with permits and compliance and regulation is going to have legs. 

It all comes down to not blindly replicating the business models of US startups, but using them as jumping off points to build a business that is designed from the bottom up to work with Australia’s unique conditions. And, you know, take over the world from there.

There’s a better way to spend your hiring budget

There’s a better way to spend your hiring budget. This strategy is for those businesses that are building something new. A product that’s backend heavy. Maybe it’s AI. Maybe it’s fintech or healthtec or proptech.

It’s a simple strategy based on a simple insight – you want to hire the best people in the market you can afford to focus on doing the novel, hard work of turning your idea into reality. 

Here is the game plan:

  1. Focus your hiring budget on backend expertise
  2. Consider no-code tools for your MVP
  3. Use a team extension for frontend development
  4. Scale up gradually with funding/revenue milestones

Let’s see how this might work out in practice using a fictional startup we’ll call SmartSpend. SmartSpend is planning to build an AI-powered personal finance service that analyses your spending patterns and generates personalised financial coaching.

The Core Technology Challenge

SmartSpend’s competitive advantage will be in their proprietary AI stack that will predict spending behaviours and provide actionable financial advice. Building the AI stack requires deep expertise in machine learning, AI, and financial data processing. This is where the founders want their best talent, preferably experienced engineers who’ve built similar systems before.

The user-facing part of SmartSpend – the web application – is an essential component, but unlike the backend, it is well understood. The interface needs to be polished and professional, but it will be built using established frameworks and patterns. We’re talking about standard authentication flows, common UI patterns for financial apps, and well-documented API integration approaches.

This is perfect territory for a team extension, where you can get qualified developers at a fraction of the cost of hiring internally.

The Smart Money Path

Here’s how SmartSpend could implement the game plan:

Phase 1: MVP with Core Focus

Phase 2: Post Initial Traction

Phase 3: Scale with Funding

The Numbers Make Sense

Let’s break down a hypothetical budget for SmartSpend:

Internal Hires (Annual):

Total: $510,000

Team Extension (Annual):

Total: $120,000

The difference in cost between internal hires and a team extension leaves SmartSpend with more cash to protect their investment in the core team through bonuses, matching offers, etc.

Why This Works

This strategy works for SmartSpend because it concentrates resources where they matter most. Their core team focuses on the challenging aspects of their product – the AI models, data processing, and financial analysis algorithms. Meanwhile, the frontend development, which follows well-established patterns and practices, is handled cost-effectively through a team extension.

The approach also reduces risk through flexible scaling. You can start with a low-code solution to get your MVP out quickly, then transition to a custom frontend as you prove your market fit. Through the entire process you’re remaining competitive in the talent market while maintaining momentum. 

Making It Work For You

This strategy isn’t one-size-fits-all, but it works well for businesses where the core value proposition relies on complex backend technology and the frontend needs are relatively standard. For SmartSpend, success depends on their AI models and financial analysis – not on reinventing how users interact with their data.

Start by identifying your core technical challenges and hire the best people you can find to solve them. Then, build around that core with flexible, cost-effective solutions for everything else. Remember, you’re not just saving money – you’re optimising your resources to give your business the best chance of success where it matters most.

If you like talking strategy or might be thinking about how a team extension could impact your business, get in touch. We love chatting about this stuff.

Keep your accounts under control – The simplest SOP to manage third party services

How many services does your business use? Marketing is using MailChimp and Hubspot, your devs are accessing paid APIs for AWS, search, AI, etc. HR is paying for job boards.

It’s a lot to keep track of and it is a pain when people leave or switch roles. So in this article we are going to give you the simplest process with the best ease-of-use and gives the quickest handovers of accounts.

It’s built on a central email address with per-service forwarding and a 2FA-for-teams product.

Let’s get into it.

1. Account Identity & Ownership

Business account ownership needs to remain with the company, not individuals. This starts with using company-controlled email addresses for all third party service accounts.

This means you need to appoint someone to handle these addresses. They’ll mainly be setting up email forwarding rules, but will need to be involved when a new service is onboarded or when employees managing the service leave or change roles.

A centralised email account

This process is based around a central email account. Call it something like [email protected]. This will be the primary contact for third party services (e.g., AWS, Google Workspace, etc.).

You may or may not want to use what is known as email sub-addressing or plus addressing when registering for new services. This is when you extend the name in your email address (services) with a ‘+’ and word, for example – [email protected]. 

Mail services recognise that the actual address is [email protected], but you get that little extra bit of information, +aws, to use in filtering and forwarding rules. Also, some services treat the entire name+thing as the entire email address, so you can often sign up for multiple accounts on the same service and just change what comes after the “+”. However some services ignore the “+…” to stop people from doing this.

Register for every 3rd party service with the central account

When it’s decided your business needs to use yet another service, perform the sign-up and registration using your [email protected] account, or with a [email protected] style email address.

Then use email forwarding from the centralised account 

Once the new service is registered for using your centralised account, set up email forwarding rules to direct account notifications (like verification codes or security alerts) to the person who will be responsible for that service. For example, if Sarah manages AWS, forward [email protected] emails to her work email address – [email protected].

Here are instructions for forwarding emails using Microsoft Teams, and instructions for forwarding emails using Gmail in Google Workspace. If you haven’t used the [email protected] style email address you may need to inspect a few emails from the service to discover which source email addresses you need to match against and forward to the appropriate person.

Handover is easy 

When Sarah leaves or changes roles, simply update the forwarding rule to send notifications to her replacement—no need to change the service account email itself.

Role-Based Emails 

You can take this a step further and forward service messages to role-based email addresses such as [email protected] or [email protected]. This ensures that control resides with the department rather than an individual employee.

What about Single Sign On (SSO)?

While Single Sign-On (SSO) solutions like “Sign in with Google” make registering for new services quick and easy and secure, they also tie accounts to individual credentials, which creates all the complications around continuity we’re setting up this process to avoid. 

2. Authentication Management: Handling 2FA

Two-factor authentication (2FA) – where a website might ask you to enter a special code from an authenticator app – adds an important layer of security. But 2FA can make using secure sites a frustrating exercise in co-ordination if you haven’t got everything set up properly. 

However, as far as we can tell there is only one simple way to handle 2FA when there is more than one person involved – Daito.io. It’s a tool for managing 2FA for teams.

Daito.io allows you to link 2FA tokens to service accounts rather than individual employees’ personal devices.

It also lets you set up permission levels so only authorised users can access specific tokens, and enables you to back-up the “seeds” (the random secret key that 2FA authentication apps like Google Authenticator use to generate the time-limited codes used in 2FA) securely.

This means you can avoid reliance on phone based apps and the issues that arise when phones are lost or employees who own the phones leave suddenly.

A browser based tool does mean your password game needs to be on point if you’re going to keep it secure. Which brings us to the final step in the process.

3. Password Management

Your third party services have all been centralised under a single email address and a 2FA management tool. Now do the same for the passwords used with those third party services.

There are multiple business password managers out there for you if you’re not a giant enterprise – Bitwarden, 1Password Business, and Dashlane for Teams, for example. Choose one, use it. It’s that simple. 

Putting it to work – performing a handover

The goal of this setup is to make handovers as painless as possible when employees leave or change roles.

Here are the handover steps:

  1. Update Email Forwards: For non-2FA accounts, simply update the forwarding rules on the central service email ([email protected]) so notifications go to the new owner.
  2. Adjust 2FA Access: For 2FA-protected accounts, update the access groups in your 2FA management tool. No need to manually transfer authenticator apps between devices.
  3. Revoke Password Access: Remove departing team members from your password manager while ensuring their replacement has access.

That’s nice and straightforward. Chances are the same person will be performing all those steps and they can probably perform them in under 10 minutes. 

That’s all there is. Why not go do it?

By structuring your accounts with third party services around a single email address using a centralised 2FA solution, and employing a business-wide password manager for shared credentials, you make accessing, managing and transferring third party services quick and easy. 

The setup requires a little upfront effort, and someone needs to be on point setting up forwards and managing passwords and roles, it simplifies handovers, it simplifies accessing third party services, and ensures you retain control over all the services your business relies on as your team inevitably grows and changes.

We’re all about smart processes and smart products. If you’d like to talk about working together on your product or expanding your development team, get in touch.

Metric of the moment – Sales Velocity, and how to use it to boost sales

There are so many metrics. Today we’re only going to look at Sales Velocity. We like this one because it’s not just the number that’s useful. The entire formula, short as it is, acts like a mini-guide to where you need to put your effort to boost sales. 

Sales Velocity is typically used by companies with sales teams, but there’s an equivalent for self-serve B2B and B2C businesses as well – Revenue Velocity. We’re going to cover both and tell you how to use them. 

What even is Sales Velocity and why should you care

Sales Velocity measures how quickly your business (or your sales team) generates revenue by doing math that focuses on the timing and effectiveness of your sales process. As you’ll see, the numbers tracked as part of Sales Velocity means you can use it to:

This metric is particularly useful for B2B companies with longer sales cycles and higher deal values. There are also B2C businesses that can benefit from it, especially those with products or services that have higher ticket prices and longer consideration periods. Often these are businesses with a digital funnel but a very bricks-and-mortar product – renovations, kitchens, and custom furniture fit into this category.

How to calculate your Sales Velocity

Sales Velocity is calculated from four numbers:

  1. Number of Opportunities: All the deals in your pipeline for a given period.
  2. Average Deal Value: Total revenue divided by the number of closed deals.
  3. Win Rate: The percentage of deals you’ve won out of total opportunities.
  4. Length of Sales Cycle: The average time it takes to close a deal.

Here’s the formula:

Sales Velocity = (Number of Opportunities × Average Deal Value × Win Rate) ÷ Length of Sales Cycle

And here’s an example: 

Let’s say last month you had 50 opportunities in your pipeline. Your average deal value was $5,000, your win rate was 20% (not bad), and the average length of your sales cycle was 30 days.

Sales Velocity = (50 × $5,000 × 0.2) ÷ 30 = $1,666.67

This means your sales process is generating $1,666.67 per day in revenue.

Making Sense of the Results

Once you’ve got your Sales Velocity, it’s time to interpret it. Don’t just look at the final number. It won’t mean anything on its own, but it will after a few months of tracking it. What you want to look at is all the numbers laid out in the formula.

A low number might point to specific issues:

You can’t improve what you don’t measure. Sales Velocity gives you four components – four numbers – you can work on improving. We can’t tell you which one to work on first. You know your business better than anyone. 

Start with focusing on the component that will have the biggest impact on your Sales Velocity. Set clear goals and track your progress monthly. If you can’t move it, or it stops moving, look at your Sales Velocity equation again and pick the next component you can impact the most. Rinse and repeat.

Revenue Velocity: The Self-Serve Business Equivalent

For self-serve B2B SaaS or B2C e-commerce businesses, “Revenue Velocity” is the equivalent metric. It measures how quickly and efficiently you convert website visitors into paying customers.

The components are similar, but tailored to online businesses:

  1. Number of Transactions: Total purchases or signups in a given period
  2. Average Transaction Value: Total revenue divided by number of transactions
  3. Conversion Rate: Percentage of visitors who make a purchase
  4. Time to Purchase: Average time from first interaction to purchase

The formula looks like this:

Revenue Velocity = (Number of Transactions × Average Transaction Value × Conversion Rate) ÷ Time to Purchase

Example: Let’s say last month you had 200 transactions with an average value of $100 each. Your conversion rate was 5%, and it took customers an average of 7 days from their first interaction to purchase:

Revenue Velocity = (200 × $100 × 0.05) ÷ 7 = $142.86

This means your self-serve business generated $142.86 per day in revenue from transactions.

To calculate it, you’ll need to dig into your web analytics and e-commerce platform data. Tools like Google Analytics, combined with your e-commerce platform’s reporting features, can provide most of this information.

Interpreting Revenue Velocity

Just like Sales Velocity, Revenue Velocity gives you four numbers you can work on to improve your sales.

For example, you can:

You will know best what resources you have available and which components will give you the best return on your efforts. Then it’s just a matter of monitoring your progress and moving onto the next component once the gains slow.

The standard “Make numbers go up” process

Whether you’re using Sales Velocity or Revenue Velocity, these metrics can help you select and monitor the facet of your sales process that will give you the biggest boost.

While we’ve already discussed the process (twice), here’s a better outline of what you need to do:

  1. Identify your most likely win: Look at each component of the formula and determine which one is going to be easiest to boost and improve your overall velocity. 
  2. Set Specific Goals: Once you’ve identified the component to work on, set a concrete, measurable goal for improvement. For example, “Increase win rate from 20% to 25% in the next quarter.”
  3. Develop an Action Plan: Create a detailed plan to achieve your goal. For win rate this might involve sales training, process optimisation, or new marketing initiatives.
  4. Implement and Monitor: Put your plan into action and closely monitor your progress. Be prepared to adjust your approach based on the results you see.
  5. Reassess Regularly: Recalculate your velocity metric monthly and reassess your focus area. As you improve one component, another may become the new priority.

The Bottom Line

Whether you’ve got a sales team or your business is self-serve, Sales Velocity and Revenue Velocity are a simple, easily understood metric that both bring you four levers you can pull to boost your revenue.  

Knowing which levers there are to pull is the most important part of the process and these metrics give you them for free. Everything else is up to you and your team. 

Getting Ahead of AI Legislation in Your Product Planning

You’re probably planning on using AI in your product. You might be sitting on a stash of proprietary data your business has collected over the years it’s been in operation – a database full of transactions or a file system full of documents. Or you might be looking at how your product can collect data and leverage AI during its day-to-day usage by your customers. 

The Australian government, like the EU, the US, UK, Canada and a host of other nations, has started the move towards legislating AI. After a process involving discussion papers, think tanks, and community consultation, the government has proposed that mandatory guardrails for AI be put in place. This is on top of the 10 voluntary guardrails for AI.

What those guardrails involve depends on if your usage or AI counts as high risk or low risk.

High Risk vs Low Risk AI 

It is a kind of one-sided definition. High Risk AI is AI that can result in these impacts:

If your use of AI doesn’t fall into any of those categories then it might be Low Risk. Might be. There will be much talking to lawyers by businesses to come to terms with these coming changes.

There is another category, above High Risk, which governments are particularly concerned about: General Purpose AI (GPAI) models. These are defined as highly capable AI systems that can be adapted for various purposes, making it difficult to foresee all potential risks. What models get this classification, if any at the moment, is undecided, but GPAI will require mandatory guardrails.

Understanding the Government’s Perspective

Governments worldwide are deeply worried about how fast AI is simultaneously advancing and being adopted and how the impacts of these two paths are going to play out. 

Concerns grow out of big business’s excitement at the wholesale replacement of expensive employees with AI colliding with the inherent fallibility of AI, that plays out as “hallucinations” and getting “obvious” things wrong that anyone who uses AI regularly experiences.

So governments are intent on:

But at the same time everyone recognises that AI is going to cause a major shift in how the world works and how it is organised. No-one wants to be left behind, so governments want to foster AI usage, but they also want to balance it against public interests.

As they say, may you live in interesting times.

Impact of AI Legislation on Products and Data

As you consider the potential impact of AI regulations on your business, it’s important to understand which products and data types are likely to be affected and which might remain relatively unscathed.

Products and data likely to be impacted:

Products and data less likely to be impacted:

It’s worth noting that the degree of impact may vary depending on the specific use case and the sensitivity of the data involved. You’ll need to carefully assess where your products and data fall on this spectrum.

How AI Legislation Might Play Out For Different Businesses

To better understand how different businesses might incorporate regulatory requirements, let’s examine three hypothetical companies in various sectors:

PropTech: RentSmart Solutions 

RentSmart Solutions provides comprehensive rental management services, including tenant selection, rental payments, and communications.

Regulatory considerations:

Compliance strategies:

Food Delivery: FeastFleet 

FeastFleet is a food delivery app that uses location information for deliveries and historical order data for driver allocation, restaurant recommendations, and discount offers.

Regulatory considerations:

Compliance strategies:

FinTech: MicroShares 

MicroShares is a fintech app that allows users to buy and sell partial shares in stocks on demand.

Regulatory considerations:

Compliance strategies:

These fictional micro case studies demonstrate how businesses in different sectors can proactively address regulatory concerns while building products around AI.

Strategies for Compliance and Adaptation

As you’re working out your product strategy you’re going to want take a whole list of things into consideration. This is that list:

  1. Prioritise transparency and explainability: Ensure your systems can clearly articulate how decisions are made, especially if your product and its usage of AI falls in the High Risk category.
  2. Implement robust data governance: Establish clear protocols for data collection, storage, and usage. If your product has an international audience you may already by intending to comply with privacy regulations like GDPR or CCPA.
  3. Conduct impact assessments: Evaluate the potential risks and societal impacts of your AI systems.
  4. Foster a culture of responsible AI: Invest in training your team on ethical AI practices and create internal guidelines for AI development and deployment.
  5. Consider alternative approaches: If certain applications become heavily regulated, explore less regulated areas or focus on developing AI tools that augment human decision-making rather than replace it entirely.
  6. Stay agile and adaptable: Be prepared to pivot your product strategy or business model if necessary, keeping a close eye on regulatory developments.

For a deeper dive and a guided process on assessing your AI use, the Department of Industry, Science and Resources has published the AI Impact Navigator along with a set of tools and templates for using it. 

Wrapping it all up

Chances are your use of AI falls in the Low Risk category. And as long as you practice good data governance and fulfill any required privacy regulations around the data you collect then the burden of any new AI legislation will probably be minimal.

If your product falls into the High Risk category – and that is where many profitable niches live (within the health and finance domains) – then you need to be prepared to deal with the requirements.

On the bright side, by the time the AI legislation rolls into law there will probably be AI-based tools to help you with achieving compliance anyway.

The Business Case for Cross-Platform App Frameworks – There can be Only 1

When you’re building out a digital platform you want to get in front of as many potential customers as possible. You want a website, an iPhone App, and an Android app. And of course you need a backend that all three pull data from that also handles authentication, billing, reporting, and administration features.

Depending on how good your Google skills are (or how recent your AI’s training data is) you’ll find up to 10 options for building cross-platform apps. And each of those options will come with a list of pros and a list of cons. In this article we’re going to make the case that there are really only 3 options you should be considering, and for most people there are only 2. 

Choosing between them is remarkably simple. So simple we’ll lay out what we think is the best strategy right now:

Build your apps using React Native unless your business is built on Microsoft’s stack and you have a bunch of .Net programmers in-house, in which case use their .Net Maui framework (formerly known as Xamarin).

The only reason to choose anything else is because you have decided that you have complex UI requirements that need pixel-level control of the interface or your market is predominantly Android. In which case, use Flutter from Google. Unless what you’re really making is a game.

The business case for using React Native to build cross-platform apps

React Native grew out of the React ecosystem. React is the world’s most widely used web native front-end framework. It is written in JavaScript and it is almost always paired with a Node backend, also written in JavaScript, though being a front-end framework it doesn’t care how your backend is implemented.

In our article “Should you build an app or a website” we discuss how starting your digital platform with a React-based website makes later app development easier (especially if you did the smart thing and chose to design your site to be mobile-first). From the base of React, building an app using React Native allows you to take advantage of the design, architecture and coding work you’ve already completed.

This single language full-stack architecture from your backend to your apps on your users phone provides a cohesiveness in your development process. Having all your developers working in the same language and using the same tools creates “synergies” as people like to say.

So, the business case for React Native is based on:

The business case for using .NET Maui to build cross-platform apps

.NET Maui started life as the cross platform framework Xamarin. Microsoft bought Xamarin in 2016 and in May this year announced it was no longer supporting it as all functionality, and more, was now in .NET Maui. Maui is still open source, like the original Xamarin.

Unlike React Native, which grew out of Facebook’s need to have a universal presence on devices without relying on a proprietary toolchain, Maui grew out of Microsoft’s strategic desire to provide cross platform development that benefited Windows. Xamarin initially targeted IOS, Android and Windows Phone. A MacOS target was added in 2012. After Microsoft purchased Xamarin they (had no choice) migrated away from Windows Phone to Windows desktop applications. This is a way for Windows to remain relevant in a world where businesses and thus apps are mobile-first.

The business case for using Maui is pretty simple – you’re a Microsoft house. That’s it. Why complicate things by hiring a bunch of JavaScript developers or some Dart developers (for Flutter) and building a secondary stack with its own servers and toolchains?

Every framework has its quirks. But building with Maui results in native apps on each platform using the native UI elements so your users aren’t going to notice or care. 

The business case of using Flutter to build cross-platform apps

Flutter by Google is their response to the bald fact that most app-related spending happens on IOS. That’s where users are getting out their wallets. Android phones outnumber iPhones almost  3:1 but iPhone users’ spending is more than double Android users:

Android & iOS spending

Many apps don’t even have an Android version. Or if they do, it is released long after the iPhone version.

But note – that chart is spending on apps in app stores. This does not include things like paying for an Uber or DoorDash. We haven’t been able to find a breakdown of total spending via phone based on platform, so we’re using app spend as an indicator.

For Google that chart is a problem. Why look at that chart and then develop for Android if the money is on iOS? Flutter is their solution – develop for both. And as a solution it is technically clever, because they’re Google, but a little half-baked in the User Experience for iOS, also because they’re Google.

Flutter works by giving you complete control over what gets drawn on a phone’s screen. They make it easier for you by supplying widgets that implement Material – Google’s UI framework – and widgets that are re-implementations of Apple’s Human Interface Guidelines. UI is more than pixels – it’s also behaviours, animations, and integrations (such as accessibility for vision impaired). While Google controls Material, it is always lagging behind on any changes Apple makes to its UI, making Flutter a first class citizen on Android, but second class on iOS.

But this might not matter. 

The business case for using Flutter follows three lines:

  1. You have a special app that needs a special interface that must ignore the UI guidelines on both platforms
  2. Your market is predominantly on Android
  3. 2 + your business growth requires access to the entire market

For 1, be really sure you need this. And if the special interface is because you’re building a game or an app that has a game-like interface, consider using an actual game engine instead, like Unreal or Unity. They’re also cross-platform.

Now 2 is very common. Android outsells iPhones. In emerging markets Android dominates phone sales. The decision to go with Flutter relies on you understanding the demographics of your market and their spending habits. What you miss out on asking price can you make up on volume? Is the app your business or the interface to your business (eg Netflix, Uber, DoorDash, etc)?

Line 3 doesn’t require any explanation. If you have to grow you have to grow.

Which business case are you?

We hope this cleared up the decision making around apps for you. It’s really all about what your existing platform and the availability of talent. 

We are big on React Native, but are also fans of .NET Maui. Though, React Native fits so nicely into an incremental growth strategy it’s what we lean towards if you’re starting from scratch.

If you have any questions about app development or growing your digital platform we’re always up for a chat about options and strategies. Hit us up.

What you need to know about Authentication – Make onboarding users painless

If you’re a small to medium business building out a digital platform or a startup you need authentication – a way to register new users and handle verifying existing users. 

Unless your product is “user authentication” this is not something we would recommend you build yourself. Resist the DIY urge, ignore the call of “Not Invented Here”, and actively shutdown the hubris of “the spec isn’t that complicated and there are plenty of reference implementations”.

The biggest argument for this is simple – user authentication is basic “product hygiene”. It’s one of the fundamental features every app and website needs to have and it is one of the features of your product your users will expect. And It has nothing to do with your Unique Value Proposition or whatever moat you are trying to build. So you shouldn’t be wasting time, money or innovation on user authentication. Spend your precious resources on building value and wire up someone else’s API to do the authentication for you.

There is a secondary argument if you are in industries with strict regulatory requirements, like fintech or health, or you want to sell to enterprise – compliance is hard. Hard means expensive and time consuming. It probably requires audits. Your potential clients would rather see a proven solution in place that lets them tick their own compliance boxes. Make it easy for them and yourself – use the API of the proven solution.

The Pros and Cons of Authentication As A Service

There’s really only one Pro of using an authentication provider – you don’t have to write the code yourself. That takes a lot of effort and responsibility off your plate once you make the decision, and it eliminates all kinds of ongoing management burdens. When your lean startup team is racing to revolutionise the property market you don’t want to lose anyone to diagnosing why password reset emails are being delayed by 2 hours and ending up in spam folders.

Instead you can let your authentication provider’s team of 40-50 developers worry about that for you. They’ve been doing it for years.

And over the years they’ve implemented things like social sign-on for Google, Apple, Facebook, Github, etc, and 2 Factor Authentication and password recovery and all the features you need to make it as easy as possible for your users to authenticate and use your product.

Now, there are several cons. Some see the biggest con as having to pay for the service. Maybe do some math around what you might be paying your developers to build an authentication system plus what you would be paying for the ongoing management of it (particularly the security side of things), add in how much it would cost you to get it wrong, and use those numbers to guide your decision. 

The next biggest con, or concern, is vendor lock-in. Providers do offer a path for migrating away from their service, but often the lock-in comes in the form of deep integration of the service into your code base. 

There are ways to mitigate this implementation-based lock-in and they are also basic good software practices. Your developers are going to be writing code that calls the provider’s API either directly or via an SDK (Software Development Kit). They can write a more generic interface to “authentication services” which allows you to swap out providers or eventually swap in your own. It’s a little more effort in the beginning, but not much more than a direct implementation for a specific provider, and it enables you to leave your options open.

Also, make sure you own any custom domains that are used as part of the authentication flow. Some users bookmark login pages, and some authentication standards use hostnames as part of their configuration (they need to know for sure where they are sending users and data). You don’t want to lose them if you change providers.

Why have authentication at all – the Magic Link

If your product is B2C and doesn’t need to secure sensitive information or payment details (because you’ve offloaded that to a service like Stripe) you may be wondering if you need authentication at all.

A current pattern that is comparatively minimalist in implementation (beyond having some solid email infrastructure or a trustworthy email provider who’ll keep you out of spam folders) is the Magic Link.

What is the Magic Link pattern?

The Magic Link pattern is where a product doesn’t ask you to register but asks for an email address and sends an email with an access link. 

This offloads authentication to email providers like Google and Microsoft (who are very good at that) and it also helps eliminate account sharing. Anthropic use this pattern to good effect. 

On the backend an account is still created in a database somewhere and the email address is the central identifier. On the browser or app side session tokens are stored and if the user has to do anything important – like pay you, change important settings – you send them another Magic Link.

Technically, it is simple to implement. Much simpler than login flows, social sign-ons, password recovery, 2FA, etc. Many users don’t like this system and the switching between applications it requires. It is not the best UX, especially on mobile. But for your product and your users it might be enough.

Who are the Authentication As A Service providers?

Here is a comparison table of the major AaaS options as of late 2024. Note that it includes KeyCloak, which is open source and self-hosted, and SuperTokens, which offers a self-hosted option. This is because we’re being thorough and they are technically not “DIY”, but both come with the burden of management. But if you need the control, you need the control. 

Try not to need the control if you haven’t launched yet.

Service Name Overview Pricing Model Key Features Integration Complexity Scalability Compliance & Certifications Customization & Control Social Logins Supported
Auth0 Comprehensive authentication platform suitable for businesses of all sizes. Free tier available; paid plans based on Monthly Active Users (MAUs) and features. Supports SSO, MFA, social logins; extensive compliance standards. Moderate; well-documented but may require setup time. High; designed for large-scale applications. GDPR, HIPAA, SOC 2, ISO 27001, and more. High; customizable authentication flows and branding. Yes (Google, Facebook, Twitter, Microsoft, LinkedIn, GitHub, Apple, and more)
Firebase Auth Authentication service by Google as part of the Firebase platform. Generous free tier; pay-as-you-go pricing for additional usage. Email/password, phone auth, social logins; tight integration with Firebase services. Easy; straightforward, especially within Firebase ecosystem. High; backed by Google’s infrastructure. Complies with Google’s security standards. Limited; less flexibility in customizing flows. Yes (Google, Facebook, Twitter, GitHub, Apple, Microsoft, Yahoo, Play Games, and more)
Clerk Modern authentication with a focus on developer experience and user interface. Free for up to 10,000 MAUs; paid plans for higher usage and features. Magic links, social logins, MFA; pre-built UI components. Easy; developer-friendly SDKs for popular frameworks. Scales with your user base; costs increase with usage. SOC 2 Type 2, CCPA compliant. High; customizable components and APIs. Yes (20+ providers including Google, Facebook, Twitter, GitHub, Apple, Microsoft, LinkedIn, Slack, Discord, and more)
Supabase Auth Open-source alternative to Firebase, integrating seamlessly with PostgreSQL databases. Free tier; affordable paid plans for additional resources. Email/password, magic links, social logins; works with Supabase services. Easy; especially if using the Supabase stack. Moderate to high; depends on your infrastructure. Self-managed compliance; open-source transparency. Moderate; customization possible with development effort. Yes (Google, Facebook, Twitter, GitHub, GitLab, Bitbucket, Apple, Azure, LinkedIn, Twitch, Discord, Slack, Spotify, Notion, and more)
FusionAuth Customer identity platform offering a free community edition and paid enterprise options. Free community edition; paid plans for enterprise features and support. OAuth2, OIDC, SAML support; self-hosting for full control. Moderate; requires setup but provides good documentation. High; built to handle millions of users. GDPR, CCPA, HIPAA (with enterprise edition). High; extensive customization when self-hosted. Yes (Google, Facebook, Twitter, LinkedIn, GitHub, Apple, Amazon, Steam, and others)
AWS Cognito Amazon’s solution for user sign-up, sign-in, and access control. Free tier; pay-as-you-go based on MAUs and features used. Email/password, social logins, MFA; integrates with AWS services. Complex; may require AWS expertise. High; scalable on AWS infrastructure. HIPAA eligible; aligns with AWS compliance programs. Moderate; customization possible but complex. Yes (Google, Facebook, Amazon, Apple, and any OpenID Connect or SAML 2.0 identity provider)
SuperTokens Open-source authentication focusing on security and user experience. Core features are free; paid for managed services and enterprise features. Email/password, social logins, passwordless; self-hosting option. Moderate; developer-friendly but requires setup. High; scalable when self-hosted. Self-managed compliance responsibilities. High; full control with open-source code. Yes (Google, Facebook, Apple, GitHub; extendable with custom providers)
Keycloak Open-source identity and access management solution for enterprise applications. Free; fully open-source and self-hosted. SSO, social login, identity brokering; extensive features. Complex; requires technical expertise to deploy and maintain. High; depends on your hosting infrastructure. Self-managed; compliance depends on your setup. Very high; highly customizable but complex. Yes (Supports any OpenID Connect or SAML 2.0 providers, including Google, Facebook, Twitter, GitHub, LinkedIn, Microsoft, and more)

Go build value, not login flows

If you reached this point we hope you understand the big picture when it comes to user authentication and how to get it done. It’s a complicated topic and only you know what your requirements are. Between our basic advice and that table of AaaS service providers up there we hope we gave you a good start on narrowing down your decision on who to go with.

 

If you need more details or want to talk more about building out a digital platform on modern standards we love talking about this stuff. Get in touch.