Build the right product — before you waste £50k on the wrong one
I help founders and product teams go from idea to working product with total cost clarity. I'll challenge your assumptions, sharpen your scope, and tell you honestly if it's not worth building.
Most founders build too much, too soon
You've got an idea. Maybe even a pitch deck. But turning that into something real — something investors take seriously and users actually want — is where most projects go wrong.
Common mistakes I see:
- Spending months on features nobody asked for
- Hiring a dev team before validating the concept
- Getting a quote that doubles halfway through
- Building "v1" when you needed a prototype
I take a different approach. We start with the problem, not the solution. We test before we build. And you know exactly what it costs before you commit.
Three ways to work together
Product Development
For founders who need to validate fast. From idea to testable prototype with fixed pricing.
AI Implementation
For businesses adopting AI. I help you find the right use cases and embed tools your team will use.
Fractional CTO / CPO
Senior tech leadership without the full-time cost. Strategic guidance embedded in your business.
What makes this different
Real experience, not theory
20+ years building products and running businesses. I know what works because I've done it.
Honest advice, even if it's "don't build"
I'll push back if something isn't worth the cost. That honesty saves you time and money.
Total cost clarity upfront
No scope creep. No surprise invoices. You know what it costs before we start.
"After a few rubbish encounters, meeting Martin was such a relief. He was easy to contact and responsive, and from the moment we connected he seemed genuinely interested in what I wanted to develop. We hit it off instantly and I knew he was the right person to work with to grow my business."— Dr. Claire Mann, CEO of ChangeXtra
Frequently asked questions
I work best with founders who have an idea but no technical co-founder, internal innovation teams with budget but no clear build path, CEOs or ops leaders who know AI matters but don't know where to start, and anyone who needs senior tech guidance but can't justify a full-time hire.
This probably isn't the right fit if you want someone to just "build what I say" without questions, you're looking for the cheapest option, or you need an agency with 50 developers on standby. I'm hands-on and opinionated — that's the value I bring.
It depends on scope, but most projects I work on range from £10k–£50k. I'll give you a clear estimate before we start — no surprises.
Most MVPs take 4–8 weeks. AI implementation projects are usually 2–4 weeks. Fractional CTO engagements are ongoing, typically 1–2 days per week.
Yes, when needed. I also work with a small network of trusted developers for larger builds. Either way, I stay hands-on and accountable for quality.
That's fine — most founders aren't. Book a free call and we'll figure it out together. No pitch, no pressure.
I'm based in Nottingham, UK. I work with clients across the UK and internationally, mostly remotely with occasional in-person sessions.
Latest thinking
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If you've got a product idea, an AI challenge, or just want to think through your options — let's have a conversation. No pitch, no pressure.
