Hi, I'm Sam.
I build websites and
the things that feed them.
Full-stack developer and founder, based in Brunswick, Melbourne. Running under my own ABN since 2024.
Clupai is me—Sam. I don't hand you off to account managers. I don't have a delivery team. You get my hands on your build, every day it's in progress.
Started freelancing in 2024, turning real client problems into shipped products. Launched Clupai as a formal studio under my ABN the same year.
I'm also CTO at Hoddle Melbourne, co-founder at TapCraft Studio, and building Kairos—a scheduling API—as a solo product. Stack: Next.js 15, TypeScript, Tailwind v4, FastAPI, Postgres, n8n. No WordPress. Ever.
Most marketing sites are brochures that forgot to ask for the sale. Most agencies sell process when they should be selling outcomes. Most retainers fund someone else's overhead, not your growth.
We think a small studio can do better on the projects that actually suit it—operators in Melbourne, work that fits in a small number of sprints. Past that, we'll refer you.
Six rules. They're on every contract.
Not because they're clever. Because they work.
Quotes are firm. If scope changes, I'll say so before I bill, not after.
Non-negotiable. If I'm on leave, you'll know before you book.
Code, hosting, ad accounts, analytics—yours from day one.
One priority a week. Loom + numbers, no status-report theatre.
If it's not changing a number that matters, I won't build it.
Month-to-month where it applies. 30 days' notice. No guilt, no lock-in.
- ✓Melbourne SMBs and trades that want a site that books work
- ✓Founders with a new service and a realistic 2-month window
- ✓Ops teams tired of copying data between five tools
- ✓Legal, health, trades, real estate, hospitality, B2B services
- ✓Clients who've used an agency before and want a different shape
- —Crypto, gambling, dropshipping, MLMs — I'll refer you, politely
- —Enterprise RFPs with six-month procurement cycles
- —WordPress rebuilds that insist on staying on WordPress
- —'Agency of record' relationships — I'm the work, not the brand
- —Anything requiring 24/7 on-call. I sleep.