Software Products

Products built from real operational problems.

I design and build software around workflows I understand firsthand: customer acquisition, CRM operations, paid-advertising forecasting, campaign production, automation, agency management and MSP operations.

Flagship Product · Active Development

LeadsTrackr

A multi-tenant CRM and growth platform for agencies and businesses managing leads, pipelines, appointments, automations, websites and client accounts.

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The Product

LeadsTrackr is being built as a complete operating system for agencies rather than another disconnected lead-management tool.

Agency owners can manage multiple client sub-accounts while preserving clear access, ownership, data separation and team permissions.

My Role Product strategy, architecture, UX and Rails development

Product Stage Functional platform in active development

Core Stack Ruby on Rails, PostgreSQL, Hotwire and Stimulus

Product Focus CRM, automation, multi-tenancy and digital experiences

LeadsTrackr agency CRM dashboard showing platform navigation, business metrics and account activity — Agency dashboard connecting accounts, performance, pipeline activity and operational work.

LeadsTrackr visual website builder showing page structure, editing controls and responsive tools — Visual website and funnel builder with responsive editing and public publishing.

What I Built

Agency Architecture

Agency accounts, client sub-accounts, team memberships, invitations and role-based access.

CRM Operations

Leads, opportunities, pipelines, appointments, tasks, notes, activities and conversations.

Automation Engine

Visual workflows with triggers, conditions, actions, branching, execution logs and lead-based testing.

Sites Platform

Forms, surveys, funnels and websites with visual builders, submissions and public publishing.

Product Decision

Multi-tenancy is part of the foundation.

Account boundaries and permissions were designed before adding more features so the product can grow without mixing agency, client and platform-level responsibilities.

What It Demonstrates

More than CRUD screens.

LeadsTrackr demonstrates domain modelling, authorization, workflow design, product architecture, automated testing and full-stack implementation across a large connected system.

Free Planning Tool · MVP Complete · Deployment Pending

LeadMath

A free paid-advertising forecast calculator that models the path from ad spend to leads, appointments, customers, revenue, contribution, CAC and ROAS across three practical scenarios.

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The Product

LeadMath was built to make paid-media planning more useful than a simple lead or revenue estimate. It connects advertising cost, funnel conversion rates, average sale value and gross margin.

Users can compare conservative, expected and optimized outcomes, then save a shareable public report without creating an account or passing through an email gate.

My Role Product strategy, forecast modelling, UX and Rails development

Product Stage MVP complete and technically release-ready

Core Stack Ruby on Rails, PostgreSQL, Hotwire and Stimulus

Product Focus Forecasting, scenario planning and break-even economics

LeadMath paid-advertising forecast calculator showing campaign assumptions and projected outcomes — LeadMath turns campaign assumptions into a practical model covering lead volume, appointments, customers, revenue, contribution, CAC, ROAS and break-even targets.

What I Built

Versioned Forecast Engine

A calculation layer that converts campaign assumptions into repeatable, testable forecast outputs.

Three Scenario Model

Conservative, expected and optimized views make the downside, working plan and upside easy to compare.

Public Saved Reports

Immutable forecast snapshots with random, non-sequential public URLs for sharing with clients or internal teams.

Commercial Metrics

Revenue, contribution, CAC, ROAS, break-even CPL, safety margin and maximum sustainable acquisition cost.

Product Decision

Make the useful result available before asking for anything.

The calculator does not require registration or mandatory email capture. The product earns trust by showing the model first and keeps saved reports stable through immutable snapshots.

What It Demonstrates

Product modelling, public Rails architecture and release discipline.

LeadMath demonstrates domain modelling, numerical business logic, versioned calculations, public-token design, responsive UX, rate limiting, browser security headers and production verification.

View Full Case Study Launching Soon

Private Tool · Launch-Ready MVP

HookScribe

A private Rails application that turns uploaded video and audio into transcripts, advertising hooks, campaign angles and structured marketing copy.

The Product

HookScribe was created to remove repetitive work from campaign production: reviewing footage, transcribing content, identifying hooks and rewriting the same material into advertising assets.

Public registration is intentionally disabled because the current version is an internal production tool.

My Role Product design, workflow architecture and Rails development

Product Stage Completed private MVP

Core Stack Rails, PostgreSQL, Active Storage and Stimulus

Integrations FFmpeg and OpenAI APIs

HookScribe workspace showing a processed transcript and generated advertising content — A reusable campaign workspace containing the transcript, hooks, angles, primary copy, headlines, descriptions and creative notes.

What I Built

Secure Upload Workflow

Private authentication, validated audio and video uploads, processing states and saved requests.

Media Processing

FFmpeg extracts optimized audio before the file enters the transcription workflow.

Structured AI Output

OpenAI generates cleaned transcripts, hooks, angles, primary texts, headlines and creative notes.

Reusable Workspace

Every upload preserves the source file, transcript and generated campaign material for future use.

Product Decision

Preserve the complete workflow.

Instead of returning disposable AI text, HookScribe saves the source media, processing status and generated outputs as one reusable campaign record.

What It Demonstrates

Practical external-service integration.

HookScribe demonstrates file handling, authentication, background processing workflows, external command execution, API integration and structured AI-assisted output.

View Full Case Study Open Private Tool

MSP Diagnostic Tool · Functional MVP · Deployment Pending

MSP Margin Audit

A focused Rails diagnostic that estimates operational leakage from unbilled cloud seats, technician administration and manual dispatch—then models the hours and value automation could potentially reclaim.

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The Product

MSP Margin Audit gives MSP owners and service leaders a clearer starting point for discussing repeated operational waste and automation priorities.

The calculator uses visible, deterministic assumptions and presents the result as planning guidance—not as a guaranteed saving or a complete financial audit.

My Role Product strategy, diagnostic model, UX and Rails development

Product Stage Functional MVP complete; public deployment pending

Core Stack Ruby on Rails, PostgreSQL, PDF and email delivery

Product Focus Operational leakage, reclaimed value, ROI and payback

MSP Margin Audit calculator showing technician, ticket, cloud billing, dispatch and automation investment inputs — MSP Margin Audit turns operating assumptions into an immediate planning estimate covering operational loss, wasted service-desk hours, potential reclaimed value, ROI and payback.

What I Built

Focused Leakage Model

Deterministic calculations for unbilled cloud seats, technician administration and manual dispatch.

Recovery & Investment View

Estimated reclaimed hours, reclaimed value, ROI and payback based on the assumptions supplied.

Saved Scorecards

Tokenized report links preserve the submitted inputs and resulting planning estimate for later review.

PDF & Email Delivery

Portable scorecards keep the assumptions, estimates and planning caveats together for follow-up.

Product Decision

Keep the scope narrow and explainable.

The MVP evaluates three operating areas rather than claiming to calculate complete agreement profitability or every source of MSP margin leakage.

What It Demonstrates

Business modelling tied to a practical sales workflow.

MSP Margin Audit demonstrates deterministic financial logic, validated form inputs, tokenized reports, PDF generation, email delivery and responsible product boundaries.

View Full Case Study Explore Hammer Flow Deployment Pending

Software · Systems · Growth

I build products where software and business operations meet.

I’m continuing to develop LeadsTrackr, prepare LeadMath and MSP Margin Audit for public deployment, refine HookScribe and document the product decisions behind each project.

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