2025 Year-End CEO Letter
2025 Year-End CEO Letter
2025 Year-End CEO Letter
By
Erik Goins
Published on:
Jan 13, 2026
Dear clients,
This year was transformative for many of you, and even more so for our business. We’ve seen two key changes that I’m particularly proud of: Go To Market (GTM) strategy and AI adoption are now central focuses for all of us. This marks a significant shift from the previous era, where GTM seemed optional and products had the potential to succeed without it. AI adoption, meanwhile, has become a leading indicator of a willingness to evolve our ways of working.
Taking a step back to recap our year with some facts and history:
We are 23 team members strong. Our geographic footprint remains largely the same, with the addition of a product manager in South Africa and one of our senior developers moving to Spain.
We delivered 13 new projects of varying sizes while continuing to work on a number of long term initiatives. Our agency goal is to develop long term client relationships. While we need new projects to maintain a healthy business, our primary focus is supporting our existing partners and ensuring their applications have the capabilities to grow and succeed.
We also hosted our annual Flywheel Offsite in Medellin, Colombia — a time for team bonding, dinners, events, and strategic planning.
Finally, we are in the final stages of hiring a Marketing Manager for Flywheel. For the last five years, we’ve done approximately zero marketing. This is a big change for us as an agency, but an important one as we consider how to share our expertise with prospective clients who haven’t heard of us before.
As many of you know from our conversations, I rarely look backward. We are constantly looking toward the future and what’s next. In that sense, 2026 is exciting because we are at a crossroads regarding how software is developed and how we provide value to our clients.
We started “vibe coding” applications internally this year, launching Somara and PushFire. We knew AI was going to change software development, but we needed to experiment to find "the right way" to develop products in this new era. When we started, we weren’t sure what that looked like. Every product is different; we had to ask ourselves how to bring AI into our existing processes, or if those processes needed to fundamentally change.
In short, fundamental changes were necessary. Our Discovery & Design process, the same one many of you went through, is incompatible with vibe coding and AI generated software development, which are better suited for specific applications. Consequently, we are trialing two distinct software development processes now.
1. The Standard Process: For larger and more complex products, especially those with significant business logic, we are maintaining our traditional Discovery & Design process. We are not comfortable simply starting development and "figuring it out along the way" for complex builds.
2. The Accelerated Development Process: For smaller applications—particularly those that meet our definition of a true Minimum Lovable Product (MLP), which do one thing and do it really well—we are going development first. Leveraging FlutterFlow’s new DreamFlow platform, we perform a one week "Sprint 0" planning session with high level wireframes and product requirements, then go straight into DreamFlow.
Right now, this offers the best of both worlds. Complex products receive proper planning and analysis, while products that benefit from speed to market aren’t required to go through an overly onerous design process. We look forward to perfecting these processes in 2026 and sharing our learnings with you and the wider development community.
Lastly, GTM. I briefly mentioned this above, which is slightly uncharacteristic for us. Our category is "software development agency," and most agency owners steer clear of this topic, knowing it is outside their core capabilities. However, we have always been a Studio, not just an agency. This means we develop for ourselves, too. We have reached an important point where we are running two internal B2B SaaS products at the exact same time that GTM has become a critical focus for our clients.
As such, it is an important topic for us in 2026. We have begun developing an internal outbound GTM function, focusing on affiliate and channel marketing. We are starting Answer Engine Optimization (AEO) in addition to the basic SEO best practices most businesses are familiar with. We also expect to have a GTM lead onboard in early 2026 who will be focused entirely on our internal products.
As always, we will share our learnings (success or failure) with you. We will be pushing each of you to focus on sales and marketing in 2026 while our team handles the technical side of your products. If you are interested in GTM support, let me know. As we roll out our own capabilities, we plan to make these available to clients as a bundled GTM service.
2026 feels like a year of opportunity. It is the year to turn development investments into ROI and sustainable businesses. That is truly exciting and something we have been looking forward to.
To each of our clients, thank you for your continued trust with your businesses and products. We look forward to growing together in the coming years.
Regards,
Erik
Dear clients,
This year was transformative for many of you, and even more so for our business. We’ve seen two key changes that I’m particularly proud of: Go To Market (GTM) strategy and AI adoption are now central focuses for all of us. This marks a significant shift from the previous era, where GTM seemed optional and products had the potential to succeed without it. AI adoption, meanwhile, has become a leading indicator of a willingness to evolve our ways of working.
Taking a step back to recap our year with some facts and history:
We are 23 team members strong. Our geographic footprint remains largely the same, with the addition of a product manager in South Africa and one of our senior developers moving to Spain.
We delivered 13 new projects of varying sizes while continuing to work on a number of long term initiatives. Our agency goal is to develop long term client relationships. While we need new projects to maintain a healthy business, our primary focus is supporting our existing partners and ensuring their applications have the capabilities to grow and succeed.
We also hosted our annual Flywheel Offsite in Medellin, Colombia — a time for team bonding, dinners, events, and strategic planning.
Finally, we are in the final stages of hiring a Marketing Manager for Flywheel. For the last five years, we’ve done approximately zero marketing. This is a big change for us as an agency, but an important one as we consider how to share our expertise with prospective clients who haven’t heard of us before.
As many of you know from our conversations, I rarely look backward. We are constantly looking toward the future and what’s next. In that sense, 2026 is exciting because we are at a crossroads regarding how software is developed and how we provide value to our clients.
We started “vibe coding” applications internally this year, launching Somara and PushFire. We knew AI was going to change software development, but we needed to experiment to find "the right way" to develop products in this new era. When we started, we weren’t sure what that looked like. Every product is different; we had to ask ourselves how to bring AI into our existing processes, or if those processes needed to fundamentally change.
In short, fundamental changes were necessary. Our Discovery & Design process, the same one many of you went through, is incompatible with vibe coding and AI generated software development, which are better suited for specific applications. Consequently, we are trialing two distinct software development processes now.
1. The Standard Process: For larger and more complex products, especially those with significant business logic, we are maintaining our traditional Discovery & Design process. We are not comfortable simply starting development and "figuring it out along the way" for complex builds.
2. The Accelerated Development Process: For smaller applications—particularly those that meet our definition of a true Minimum Lovable Product (MLP), which do one thing and do it really well—we are going development first. Leveraging FlutterFlow’s new DreamFlow platform, we perform a one week "Sprint 0" planning session with high level wireframes and product requirements, then go straight into DreamFlow.
Right now, this offers the best of both worlds. Complex products receive proper planning and analysis, while products that benefit from speed to market aren’t required to go through an overly onerous design process. We look forward to perfecting these processes in 2026 and sharing our learnings with you and the wider development community.
Lastly, GTM. I briefly mentioned this above, which is slightly uncharacteristic for us. Our category is "software development agency," and most agency owners steer clear of this topic, knowing it is outside their core capabilities. However, we have always been a Studio, not just an agency. This means we develop for ourselves, too. We have reached an important point where we are running two internal B2B SaaS products at the exact same time that GTM has become a critical focus for our clients.
As such, it is an important topic for us in 2026. We have begun developing an internal outbound GTM function, focusing on affiliate and channel marketing. We are starting Answer Engine Optimization (AEO) in addition to the basic SEO best practices most businesses are familiar with. We also expect to have a GTM lead onboard in early 2026 who will be focused entirely on our internal products.
As always, we will share our learnings (success or failure) with you. We will be pushing each of you to focus on sales and marketing in 2026 while our team handles the technical side of your products. If you are interested in GTM support, let me know. As we roll out our own capabilities, we plan to make these available to clients as a bundled GTM service.
2026 feels like a year of opportunity. It is the year to turn development investments into ROI and sustainable businesses. That is truly exciting and something we have been looking forward to.
To each of our clients, thank you for your continued trust with your businesses and products. We look forward to growing together in the coming years.
Regards,
Erik