The name is an insult, so let's start there.
Shoogly is Scots for wobbly. A shoogly table, a shoogly ladder, a shoogly peg... something that technically works but you wouldn't lean on it. If you run a trades business, your lead flow is probably shoogly. Enquiries come in while you're on the tools, some get answered that night, some get answered on Thursday, some just vanish. The work is solid. The front door isn't.
That's the business in one line: your lead flow is shoogly, we make it solid.
What we actually build
Two things, sold as one.
The first is a proper website. Not a template with your logo swapped in, but a site designed around your work and your area that makes a customer think "this is a serious outfit" in the ten seconds they give you. For most of the firms we talk to, the site is the front of the shop and it's been rotting since 2019.
The second is the part I care about most: an AI system that catches every enquiry the moment it arrives and deals with it properly. It reads the message the way you would. It works out what the job is, whether it's urgent, what the photos show (a picture of a leaking cylinder tells it plenty). Then it replies to the customer in your tone of voice, within about a minute, at whatever hour they sent it... and briefs you on your phone with the details, the urgency and a score out of ten, so you ring the burst pipe back before the "rough idea what a bathroom costs?".
It never quotes prices, never promises dates, never gives trade advice. The real conversations stay yours. It just makes sure nobody's left hanging while you're up a ladder, and that you know which calls to make first.
What's running today, honestly
The AI market is full of people selling roadmaps as products, so here's the line drawn plainly.
Live now, in production, for a real client: the enquiry system on website forms, and phone leads you log yourself by typing two lines into the same system. That's been running since August, answering real customers.
Coming next: missed-call rescue, where a call you can't answer gets an automatic text that feeds the same brain. Behind that, WhatsApp and inbound email... more doors into the one system. Founding clients get missed-call rescue free when it ships. If you ever ask me whether a feature exists and the answer is "it's on the roadmap", that is the answer you'll get.
Who it's for
Owner-led trades and home service firms. Plumbers, electricians, builders, renovation and maintenance outfits, roughly one to fifteen people. The owner is competent, busy, and doing the admin at nine at night. Usually they've been burned at least once by software that demoed brilliantly and then sat there doing nothing.
If that's you, the honest pitch is small: you don't learn anything new, we build it around how your work already comes in, and the first thing you see is it running on your own enquiries before you've paid a penny.
Why I'm doing this
The big property firms and national contractors have people whose whole job is working out what AI can do for them. The eight-person renovation firm gets LinkedIn hype and scare stories, and no time to sort one from the other.
So the gains land with the companies that were already winning, and the local firm that does better work and actually knows the area falls behind on the one front that shouldn't matter: admin speed. That bothers me enough to have made it my full-time job.
I'm one person, in Glasgow, building this carefully rather than at volume. First client live, founding terms honest (a founding rate in exchange for a testimonial, 30 days money-back on the build, no long contract). If you want to see it run on your own enquiries, book a call. No deck, no hard sell... I'll ask how the work comes in, tell you straight whether this would help, and if it wouldn't, I'll say so.