Who
Jamie Sim. I studied Architecture at Edinburgh, then Game Development at postgraduate level. Architecture taught me how this kind of work actually flows: the rhythm of a project, the gap between a customer’s brief and a workable answer, the difference between a firm that wins repeat work and one that doesn’t. Game development taught me how to ship working systems under pressure.
I went full time on Shoogly in August 2026. I build the systems, run the onboarding, and pick up the phone when something needs sorting. No account managers, no ticket queue.
Why trades
When AI started reshaping what was possible for small businesses, the home service firms people rely on every day, plumbers, electricians, builders, multi-trade teams, were being left behind. Not because they weren’t capable, but because nobody was building tools around how their work actually runs: on the tools, in a van, phone in a jacket pocket.
The problem is rarely the work. It is the enquiry that landed at 9pm and sat unread, the email to info@ found on Thursday, the call that rang out. Good tradesmen lose work to silence. That is the problem Shoogly exists to fix.
What we build
One system behind every door into the business: the website form, missed calls texted back, texts and WhatsApp, Facebook and Instagram, web chat, and the calls the owner can’t take. Text and voice agents trained on the firm reply within minutes, find out what the job is, where and when, ask for photos, and pass it to the owner qualified and ready to book. Anything odd is flagged to him. It never quotes a price and never denies being AI if a customer asks.
Around it: premium websites built with the system wired in, and one app on the owner’s phone (HighLevel, set up and run by Shoogly) with every conversation in one inbox, a job board from new enquiry to job complete, bookings and review requests. The FAQ has the straight answers on what is built and what is coming.
How we work
Plain English, no jargon, no hype. We tell you exactly what is built and what is coming before you pay a penny. Not happy with the build in the first 60 days, full refund. Pricing depends on your setup and is talked through on a 15-minute call, never published, because a number without the context is meaningless.
Our first client is Fix It, renovation and maintenance in Glasgow’s West End. We built their website and the enquiry system behind it, and it has been running for their real customers since August 2026.