Capability 04 · Build — Product, Technology & AI

BUILD.
Ideas into reality.

We don't just advise. We build. Product development, websites and apps, digital products, MVPs, custom technology, AI integration and business automation — for businesses and independents. One operator scopes it, builds it, ships it and keeps it alive, so what you end up with is the thing your business actually needs, not the closest template to it.

Tell us the idea → See what we've built

01Idea

02Strategy

03Product

04Technology & AI

05Launch

06Operation

Live products
shipped in-house

Templates
used to do it

Operator
start to finish

Years running
real businesses

Five ways this starts

BRING USwhatever you've got.

You do not need a spec, a deck or a technical co-founder. You need the idea and an honest description of the problem. The rest is our job.

A rough idea

Half-formed, written on a phone at 2am. No plan, no name, no spec. That's a starting point, not a problem.

A business problem

Something is slow, leaking money, or living in one person's head. You want it fixed, not audited.

A business that needs automating

The company works. The manual routine holding it together eats a day a week. That day comes back.

An app or product idea

You can describe what it does. You need it turned into a product people open, use and come back to.

An AI concept

You know AI should be doing something here. The job is finding the two places it earns its keep — and building those.

Product development Web & app development Digital products MVPs & prototypes Custom technology solutions AI integration AI-powered products AI agents & assistants Business automation Intelligent workflows Custom AI systems

Concept → working product or system → launch → operation. Integrate AI into a business that already exists. Automate the work nobody should still be doing by hand. Build an AI-powered product from nothing. Turn an idea into something that runs — and, if you want, keep us running it.

Tell us the idea →

/01 Sound familiar?

WHERE IT hurts.

Still taking bookings in WhatsApp?

Then you're also losing them in a thread at 1am. A booking flow that confirms, reminds and records itself pays for itself in about a month.

Is your website a business card?

It looks fine. It sells nothing, captures nobody, and hasn't moved since the day it launched. A site should be doing a job, not sitting there.

Typing the same data in twice?

Every hour spent moving numbers between two tools is an hour a script would do for free, at 3am, without a typo.

Does your best process live in one person's head?

That isn't a system. That's a risk with a name on it — and it goes on holiday in August.

Paying for six tools that don't talk?

Most stacks are two integrations and one honest afternoon away from working properly. Nobody has sat down and done it.

Everyone says "use AI." Nobody says how.

Right — and that's the actual job: finding the two places it saves you real hours, building those, and ignoring the noise.

/02 Six tracks · Mixed to the brief

WHAT WE build.

Sites That Do a Job

Not a brochure. A site built around the one action you need a visitor to take — enquire, book, buy, apply — with the copy, the structure and the speed to make it happen. Multilingual where you need it, fast on a phone everywhere.

Marketing sites
Landing pages
Multilingual
SEO foundations
Analytics

Apps & Customer Products

The thing your customers open, use and come back to. Booking and ordering flows, member areas, catalogues, installable web apps that live on a home screen without an app store standing in the way.

Web apps & PWAs
Booking & ordering
Member areas
Catalogues
Payments

Automation & AI Tooling

The hours you get back. Quotes that write themselves, enquiries that route themselves, reports that arrive on Monday without anyone building them. Where AI genuinely helps, it goes in. Where it's decoration, it doesn't.

Workflow automation
Integrations
AI assistants
Document generation
Scheduled reporting

Internal Systems

The company's nervous system. Client and lead tracking, stock and supplier tools, staff scheduling, a dashboard that shows the number you actually manage by — replacing the spreadsheet that's been doing a system's job for three years.

Lightweight CRM
Ops dashboards
Inventory
Scheduling
Reporting

AI Inside the Business

Not a strategy document about AI. The two or three places in your operation where it removes real hours — an assistant that answers what your team keeps answering, an agent that handles a routine end to end, a workflow that reads, decides and files without a person in the middle.

AI integration
AI agents & assistants
Intelligent workflows
Custom AI systems
Data & document handling

New Products & MVPs

The idea that doesn't exist yet. We shape it into something buildable, cut it down to the version worth shipping first, and put a real product in front of real users — AI-powered where that is the point of it, not where it is decoration.

Product development
MVPs & prototypes
AI-powered products
Digital products
Launch

/03 Four steps · No surprises

HOW IT works.

Map

A call about the business, not the technology. What eats your week, where money leaks, what you'd do with the time back. You'll leave with a straight answer — including "you don't need to build anything."

Free · ~30 minutes

Scope

A written plan: exactly what gets built, what it costs, when it lands, and what it does not include. One price, agreed before a line of code exists. The plan is yours whether or not we build it.

Fixed price · Yours to keep

Build

A live link from the first week, so you watch it grow instead of waiting for a reveal. Weekly check-ins, plain language, no ticket system between you and the person building it.

2–8 weeks typical

Run

Launch is the middle, not the end. We keep it fed, fixed and improving on a monthly arrangement — or we hand you the keys, the accounts and the documentation and walk away clean. Your call.

Monthly care · Or full handover

/04 The proof · Six products · Live, public, usable

WE BUILT OURS first.

Anyone can show you a portfolio. These are six products we scoped, designed, built and shipped for ourselves — six different problems, six different shapes, all live right now. Open them. Break them. That's the pitch.

Daily habit product · PWA

OFFsides

Onside or off? Call it.

One call a day, scoring, streaks, installable on a home screen. The retention loop most brands ask for and never get.

Open it →offsides.dubelteam.com

Recommendation engine

TAKEMeOUT!

Your Athens, planned.

Three complete day plans in about thirty seconds. Curation logic, live data and a mobile-first flow that has to work on a street corner.

Open it →takemeout.dubelteam.com

Live scoring · Hebrew RTL

DUbid

A little neighbourhood, a lot of football.

Fantasy football on live league data: squad rules, captain multipliers, cyclical rounds, standings — the hardest kind of build to keep correct every week.

Open it →dubid.dubelteam.com

Structured archive · RTL

RETzach

The listeners' archive.

A large, cross-referenced Hebrew archive — timelines, sources, corrections workflow, right-to-left throughout. Content-heavy without being slow.

Open it →retzach.dubelteam.com

Public wall · Moderated

The wall — anonymous entries ranked by how many people backed them

FUCK You

Say it. Don't send it.

User-generated content at speed: anonymous posting with no accounts, duplicate detection, community ranking, multi-script input and a moderation layer behind it.

Open it →fuckyou.dubelteam.com

Catalogue & enquiry

DUBEL Art

Modern & contemporary.

A private-sale catalogue where restraint is the brief — provenance, condition, quiet enquiry. Built for a buyer put off by anything that shouts.

Open it →art.dubelteam.com

Same hands, same standard. What we do for our own products is exactly what we do for yours.

Inside the products →

/05 Two kinds of client · One standard

WHO THIS IS for.

For businesses

You've outgrown the workaround

Restaurants, bars, hotels, clubs, studios, agencies, importers, small manufacturers. The business works — the systems holding it together are held on with tape.

A site that finally brings in enquiries instead of decorating the internet
Bookings, orders and enquiries in one place, not five inboxes
The manual routine that eats a staff day every week, automated
A dashboard that answers "how are we doing?" in five seconds
Someone who understands hospitality and retail floors, not just code

For independents

You are the whole company

Freelancers, consultants, coaches, artists, creators, one-person shops. Your time is the product — so every hour taken back is revenue, and every tool that fights you is a tax.

A presence that makes people take you seriously before you speak
Clients booking themselves in without the six-message email dance
Proposals, invoices and follow-ups that write and chase themselves
One small tool built exactly around how you actually work
Priced for one person, not for a company with a procurement department

/06 The questions everyone asks

BEFORE YOU ask.

I don't know what I need. Is that a problem?

It's the normal starting point, and it's most of the value. Very few people arrive with a spec — they arrive with a week that's too full and a feeling that something should be easier. Working out what to build is step one, and it's free.

What does it cost?

Depends entirely on scope, so any number quoted before the conversation would be a guess dressed as a price. What is fixed: you get one written price before anything is built, and it doesn't move unless you change what you asked for. Small builds for independents start small on purpose.

Who owns it when it's done?

You do. The code, the domains, the accounts, the data — all in your name, handed over in writing. No hostage situation, no platform you can only leave by starting again.

How long does it take?

A focused site or tool is usually two to four weeks. A full product with accounts, payments and an admin side is closer to six to eight. If a deadline is real — a season, an opening, an event — say so on the first call and we scope backwards from it.

I already have a website and some systems. Do we start over?

Usually not. Replacing everything is the expensive answer and often the wrong one. More often we keep what earns its place, fix the two things costing you money, and connect the pieces that should have been talking all along.

What happens if you disappear?

Fair question to ask anyone who builds you something. Everything runs on standard, boring, widely-used technology, documented in plain language, in accounts you own. Any competent developer can pick it up. Nothing here is designed to make you dependent.

Why a company that also does hospitality and events?

Because the software that fails is almost never the software that was coded badly — it's the software built by someone who has never run the floor it's meant to serve. Fifteen years of owning a P&L is the part most developers can't offer.

Start with a conversation, not a contract

HAVE AN IDEA?
Tell us what it is.

You don't need a business plan. You don't need a technical team. You don't even need to know exactly what you're building. Thirty minutes, no charge, no deck — you describe the idea or the problem, we tell you straight what's worth building, what isn't, and what it would take.