What I’m working on · since 2014

For more than ten years I’ve been turning problems that keep coming back into products.

See the projects My story

First, a web maintenance company. Then the software that came out of those clients. All of it paid for by the people who use it, not by investors.

Foxnice

01 — Web maintenance and support

Foxnice

Real website maintenance. The kind that answers.

It was born from a complaint we heard at every company: “whoever built our website doesn’t pick up the phone any more”. So we built the opposite. Yeray and me, €300 and one obsession: support, support and support. Custom development, yes. But above all, someone on the other end when something breaks. Today, next month and five years from now.

To start
€300
From investors
€0
Building a website is easy. The hard part is picking up the phone at seven on a Friday.

foxnice.com ↗ Our customers are our only investors →

PagoCRM

02 — Sports clubs

PagoCRM

Other CRMs help you sell more. This one helps you collect what you already sold.

It automates membership fees for sports clubs. It started as a form for football parents, and it now competes with a spreadsheet and a tired treasurer.

Does this help someone get paid?

pagocrm.com ↗

Booklio

03 — Rural tourism

Booklio

A booking engine built from years of guesthouses asking us for the same things. Guests are only charged when they check in.

Mesalia

04 — Restaurants

Mesalia

A website, an online menu, online orders and table bookings: what we kept building by hand, ready to use the next day.

mesalia.es ↗

Also

The newsletter

Roughly monthly, when I have something real to say. Never just to keep the streak.

05 / Timeline

From client projects to products of our own.

2014 Foxnice starts with €300 €150 per partner. No investors and not much of a plan: client work, a little better each time. 01 2020 First booking engine: guests pay at check-in After years of guesthouses asking us for the same thing, a simple idea: guests aren’t charged until they arrive. 02 2021 A form for football parents becomes a product What started as a job for one club ends up as our first product of our own. 03 2022 PagoCRM starts at an athletics club Membership fees for sports clubs, automated. Its competition: a spreadsheet and a tired treasurer. 04 2025 The same product, in a second sector No starting from scratch: what worked for one sector is adapted to the next. 05 2026 Booklio and Mesalia Rural tourism and restaurants: the same idea, two sectors we know well. 06

06 / How I decide what to build

You don’t invent a product. You find it while working for clients.

If I solve it twice, it’s a product

For years we did the same thing for different clients. When a problem keeps coming back, solving it client by client stops making sense.

It gets built inside the first client

PagoCRM was born at a football club and grew at an athletics club. The first client brings the real problem; the second proves it’s a product.

Sectors nobody finds attractive

Sports clubs, rural guesthouses, restaurants. Little competition, concrete problems and clients who are grateful when something simply works.

Why I keep building in sectors nobody finds sexy →
Every problem I solved twice was a product I didn’t want to see.

Met El Idrissi

07 / Let’s talk

Got a problem that keeps coming back in your sector?

That’s how all of these products started. If you’ve been solving the same thing by hand for a while, tell me about it.

Tell me