Why I'm Building in Public

Most startup content is written after the fact. The founder already knows how it ends. The failures become "lessons learned", the pivots become "strategic decisions", and the whole thing gets wrapped in a narrative that makes it look inevitable.

I want to do the opposite.

The honest version is more useful

When I was starting out, I didn't need more success stories. I needed to see someone figure things out in real time — make a bad call, catch it, adjust. That's the content I couldn't find. So I decided to make it.

Building in public means publishing the revenue numbers when they're embarrassing. It means writing about the feature nobody used. It means saying "I don't know yet" instead of pretending you have a plan.

What I'm actually building

Right now I'm working on two things:

• Concierge 24 — an AI concierge for Irish hotels. Guests scan a QR code and get instant answers to questions the front desk would normally miss at 11pm.
• AI Compliance Reports — Irish businesses need to comply with the EU AI Act before August 2026. I built a tool that generates a tailored report in minutes for €150.

Both are live. Neither is making serious money yet. That's the honest version.

Why public, specifically

Accountability is part of it. If I say I'm going to ship something by Friday and ten people are watching, I ship it by Friday.

But the bigger reason is that I think there are other people in the same position — working a day job, building something on the side, not sure if it's working. I want them to see that it's possible to move fast without a team, without funding, without quitting first.

If this resonates, join the newsletter. I send one update a week — what shipped, what broke, what I'm thinking about next.