About
A small firm that does one thing on purpose
Most agencies widen their offer until it fits everyone and works for no one. We went the other way.
What we chose, and why
We build outbound systems for post-PMF B2B SaaS companies selling into operational teams — construction, logistics, field service, manufacturing. One service, one kind of buyer.
That narrowness is deliberate and it came from an honest assessment rather than a strategy deck. The work we can do consistently well is research and writing at volume, with judgement applied on top. Outbound is roughly eighty per cent exactly that. So we do outbound.
Why operational buyers
A CTO or a CMO at a growing software company receives an extraordinary quantity of cold email, almost all of it obviously automated. A head of operations at a construction software company receives far less, and what they do receive is usually worse. The same effort produces a different outcome, purely because of who is on the other end.
It also happens to be a buyer we can research properly. Their world leaves visible traces — job postings, depot openings, compliance deadlines, equipment purchases — and traces are what make a first sentence land.
What we refuse to sell
This list is longer than the services list, and we think that's the right ratio for a firm this size.
- Managing your ad spend. Buying and running campaigns is a different craft with a different feedback loop, and we won't pretend otherwise. What we do build is the attribution layer on top — connecting your CRM and ad platforms so you can see which campaigns actually produced pipeline, without us touching the budget itself.
- Sales coaching. We book qualified meetings and hand you the conversation. What you do with it is your team's craft, not ours to teach.
- Volume blasting. Technically easy, and it damages your domain, your brand and the market you sell into.
- Scraped or bought lists. Bad data, legal exposure, and it destroys the only thing that makes our messages work.
- Retainers that bill regardless. If nothing happens, you shouldn't be paying.
How we actually work
Two people, using AI heavily for the research and drafting load, with a human deciding what ships and taking responsibility for it. That's not a marketing line about innovation — it's the reason the economics work at this price point, and the reason we cap the number of clients we take.
We work remotely with clients in the United States, the United Kingdom and across Europe, and with enterprises in India. Invoicing and contracting are handled in your currency and on your terms.
Why the risk sits with us. The offer is built so incentives line up before anything else does — refundable setup fee, pay per meeting attended rather than a flat retainer, no minimum term. If the system doesn't produce qualified meetings, you don't pay for the attempt. That's a harder thing to fake than a logo wall.
What we're obsessed with
Getting the first clients a result worth talking about. Not scaling to twenty accounts, not a second service line before the first one has proof. One client with a number they'll repeat to other founders compounds faster than any amount of marketing we could do for ourselves.
How we actually use AI
Not as a chatbot bolted onto the site, and not as a way to hide who's doing the work. AI handles the research volume — pulling the trigger signals, drafting the first version of a message, assembling a weekly report — because that's genuinely mechanical work at scale. A person decides what ships, edits every message before it sends, and takes responsibility for the result.
This matters for a reason beyond process: fully AI-drafted cold email with no human editing measurably underperforms — it earns fewer replies and gets flagged as spam at a markedly higher rate than human-edited copy, according to 2026 outbound benchmark data. So the line isn't philosophical, it's practical. AI drafts, a person edits, nothing sends unedited.