Noti didn't start with software. It started with years of doing the work.

I grew up inside a food manufacturer.

My parents built a food manufacturing business and grew it into a nationwide operation. I watched that happen from the inside, at the age where you absorb how a business works without realising you are learning anything.

School holidays were not spent in an office. They were spent on the floor and doing deliveries. That is where I learned what actually happens when a run goes short, a delivery is late, or someone does not write something down.

About ten years inside the operation.

I have spent roughly a decade at Nifty, and importantly I have worked across different parts of it rather than observing it from a boardroom. Production, dispatch, quality, planning, the administration underneath all of it.

I am still there, in management. That is deliberate. Every system Noti builds draws on one I still use and still run today. It is not a line on a CV, it is a job I am still doing, and being on the floor is what keeps the work good.

Eight years running a small food business.

Alongside all of that, my wife and I ran our own food business for about eight years. A small one, the kind where you are the production team, the sales team and the bookkeeper on the same day.

So I have seen both ends: an established operation with real scale and real systems, and the reality of running a small business yourself, where everything runs on you and there is no one to hand it to.

I started building systems because I needed them.

A few years ago I got tired of a business running on memory, spreadsheets and whoever happened to be standing there. So I built the system it now runs on. It started as a dispatch docket. It became the thing that keeps a 45-person factory moving, one producing roughly six million units a year, for over two years.

I did not build it to sell you. I built it because I needed it. Noti came afterwards, when it became obvious the same approach would work for other operators.

You deal with me, start to finish.

• The person who answers your first email is the person who runs the call, watches your operation, builds the system and supports it two years later.
• A few clients at a time, on purpose. It is not a stepping stone to an agency.
• No account managers, no handoffs, no ticket queue, no runaround.
• If Noti is not the right fit for you, I will say so early rather than take the work.