I help founders and businesses build and scale software products.

Platform

What The Fork

What The Fork was created to challenge the traditional online ordering model by giving restaurants a fairer, more sustainable alternative. As cofounder and product owner I built it from the ground up - from shaping the concept and commercial model to defining the platform experience, product roadmap and wider direction of the company. The goal was clear: give restaurants more control over their own orders, customers and margins, without the excessive commission structures that dominate the market. Too many hospitality businesses were becoming over-reliant on third-party platforms that take a significant cut of every order while offering limited flexibility and little real ownership. What The Fork was built to offer a better option: a smooth digital ordering experience that is more commercially sensible for the businesses using it. I defined how the platform should work from both sides - restaurant experience, end-customer journey, pricing model and day-to-day operational features. I worked across product vision, prioritisation, user flows, feature planning and platform positioning so it was not just another ordering tool, but a more strategic solution for hospitality operators. A major part of the work was the commercial model: a lower-cost structure built around a capped monthly fee, a small service charge and a reduced restaurant fee rather than high commissions. That structure is part of the product itself because it affects adoption, retention and how the platform is perceived. I also led wider business positioning - how What The Fork should be marketed, sold, branded and expanded - while keeping the product grounded in real operational needs: simple onboarding, clear pricing and dependable functionality for busy operators. My director and ownership seat at What The Fork has ended. The company remains one of the two biggest products I built from the ground up. Later Studio SC7 work on the client website includes partner onboarding, Stripe Connect and AI menu extraction. This project reflects what I do best: identifying a genuine market problem, building a product around it, and shaping the business, commercial model and platform experience together.

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Platform

Golf Sherpa

I cofounded Golf Sherpa and led product development, working on the build of the website, app and overall platform. Golf Sherpa modernises the golf trip experience by bringing booking, planning, live event management and on-the-day app functionality into one joined-up platform. Golf travel is often fragmented: multiple suppliers, unclear packages, slow communication and disconnected event tools. We built Golf Sherpa to offer a more premium, managed experience from the first touchpoint. My role covered product ownership, platform strategy, website development, commercial design, operational setup, and the customer journey from first enquiry through to travel and event delivery. That included structuring tour packages, mapping booking journeys, shaping the web experience, and helping define connected app functionality around scoring, live leaderboards, itinerary support and venue-based event management. On the commercial side I helped shape revenue across direct bookings, managed events, venue partnerships, app features, upgrades and longer-term B2B opportunities for venues. I also helped set foundations for package structures, partner proposals, customer communications and how bookings and events should run professionally. The result is a brand and platform that combine golf tour discovery, trip planning, event delivery, scoring technology and premium experience management for leisure groups and corporate golf events. This is one of the two biggest products I have built from the ground up, alongside What The Fork.

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Services

Headland Archaeology

Studio SC7 rebuilt Headland Archaeology's public website, moving them from WordPress to a Next.js and Sanity stack. Headland is a multi-office UK heritage consultancy with Edinburgh HQ. Their old WordPress site was hard to keep sharp as the business and content grew. The rebuild covered services, projects, careers and news, with a content structure the internal team maintains itself. I led product and delivery on the rebuild: scoping the move off WordPress, shaping the information architecture, and getting the Next.js + Sanity platform live. Careers sits on Pinpoint so roles stay current without a separate content bottleneck. The live site is at headlandarchaeology.com. It is a flagship client build for Studio SC7, sitting alongside the products I have built from the ground up.

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Who owns the build when AI writes the code?

TLDR covered a piece on how agent coding redistributes ownership away from engineers alone. Here is my take as someone who has always sat in the product seat and the build.

Why My Estimator Tool is a Personal Mission

Fear of the unknown. Fear of feeling out of your depth, or worse, looking out of your depth. I'm sure most of us hit that wall at some point in our careers.

Vibe Coding – Flash in the Pan or a Glimpse at the Future?

Vibe coding (as its been coined) is starting to make waves in 2025, however what exactly is it and how will it change the world of development?