Your Name

Margus Koiduste

  • Friendly neighborhood software engineer
  • Indie hacker
  • Your startup tech guy
  • Building full-stack apps
  • Working with fast moving companies
  • Multiple time SaaS bootstrapper
  • Agentic development pioneer
  • Leading remote teams
  • AI enthusiast
  • Ecom veteran
  • Nerdy and technical

My experience at a glance

18+ years ... in web and mobile app development
80+ people ... managed in different software development teams
10+ mln € ... of goods manufactured/sold on MRP/web store my company built
ERPLY ... development team lead before starting my current company
Fortune 500 ... company Elizabeth Arden relied on payment integration my team built
10+ years ... running my own software development companies

How I work

Six steps, from mapping a requirement to monitoring it in production. Click a step to read what it involves.

I talk the requirements through with the client, either in a meeting or over a messaging app. AI transcribes the meeting recording and collects the related conversations from other channels. All of the background material goes to a central knowledge management platform (Confluence, for example).

To plan the work, AI is given access to the background material, previous tasks, the code and the data. Where there are no existing descriptions of the business processes, I write them with AI's help. I confirm the current state with the client and present the new business process.

Based on the client's feedback and with AI's help, I split the software changes needed to put the process into practice into tasks. Each task is written as a user story that a non-technical person can follow. Tasks that need a user interface also get a mockup.

I also write a detailed description: what the work covers, what it does not cover, and which assumptions need confirming before it starts. With AI I produce a detailed plan of the technical changes, and from that I give each task a time estimate and a budget. I keep every task as small as possible while still testable in business terms, so we don't spend a long time moving in the wrong direction.

I send the tasks, the assumptions and the time estimate to the client for confirmation. The client can ask questions, adjust the scope, or reject a task entirely. Confirmed tasks go to AI for development.

My setup allows several tasks to be developed in parallel and then merged into a single tested whole. AI tests all of the code at three levels — unit, integration and end-to-end. AI checks code quality, along with possible security holes and performance problems. AI verifies that the automated deployment works and checks the logs to confirm that no errors appear after it.

I send the client a video walkthrough of the completed work. It goes onto the knowledge management platform together with the release notes. I bring the business process documentation in line with the changes. Where it is needed, I give an overview and training on the new business process.

Bugs are tracked automatically, both in the communication channels and from the error log. AI prioritises the problems and proposes solutions. Fixes I have confirmed are made and deployed automatically. AI checks that the fixes have taken effect, and produces a plan for repairing data where that is necessary.

Client decides and confirmsMargus analysis and accountabilityAI does the bulk of the work

Latest projects

LeTribe: C2C and B2C Marketplace for Pre-loved and New Fashion Products

Customer: Tallinn Dolls

Year: 2023 - 2026

Team size: 2-8 people

I lead the development of mobile app for iOS and Android platforms. The app allows customers to upload their pre-existing products to their virtual wardrobe. Also, add products purchased through the app or through external web stores to their wardrobe. Customers can then see and sell their products on the pre-loved product marketplace. To promote the products, they can create and share outfits.

The app integrates with Tallinn Dolls' existing web store and makes all products available for purcha...

My role:
  • Developed the concept with the customer.
  • Researched suitable technologies and integration method...

PHP
Symfony
PHPUnit
Doctrine
MySQL
REST
JavaScript
React Native
Jest
Detox
CircleCI
Fastlane
Cloudways
Docker
Cursor
PHP Storm
Android Studio
XCode

Manufacturing Resource Planning (MRP) system

Customer: Tallinn Dolls

Year: 2021 - 2026

Team size: 2-4 people

I built the first version and later led the development of additional features. The platform is used to manage all Tallinn Dolls manufacturing.

The manufacturing software allows production planning for make-to-order, make-to-stock, and pre-order products. The software is integrated with sales channels. When new pre-order sales or make-to-order sales come in, the manufacturing resources get booked automatically. All steps in the manufacturing process are tracked and any possible delay can be pre...

My role:
  • Mapped main business needs with the customer.
  • Researched existing solutions on the market and pr...

PHP
Symfony
Sylius
PHPUnit
Doctrine
MySQL
Semantic UI
jQuery
CircleCI
Cloudways
Docker
Cursor
PHP Storm

Fashlab: fashion design and product information management (PIM) software

Customer: Tallinn Dolls

Year: 2020 - 2026

Team size: 2-4 people

I converted the initial prototype to a production-ready version and led the development of major features. The software is used by Tallinn Dolls to design and manage all of their fashion products.

The software allows managing the 2D styles (aka cutting templates) and 3D models of the fashion items. The styles are combined with fabrics, accessories, patterns, and graphics to create fashion designs. Parts of the styles are combined and 3D modeling tools are used to create thousands of new product...

My role:
  • I took over the initial prototype from the previous developer.
  • I refactored the code to meet mod...

Node.js
Express
MySQL
Sequelize
Angular
Three.js
SVG.js
CircleCI
Cloudways
Docker
Cursor
PHP Storm

TallinnDolls.com: multi-vendor multi-channel marketplace for fashion products

Customer: Tallinn Dolls

Year: 2019 - 2026

Team size: 4-10 people

I lead the development of a new ecommerce solution for Tallinn Dolls.

The multi-vendor feature allows multiple fashion designers to create separate accounts and manage their products separately. This feature is integrated with the Fashlab fashion product design tool. Designers can sign up for both platforms and start their fashion business without owning any stock and having Tallinn Dolls help market and manufacture their products.

The multi-channel solution allows managing separate web store...

My role:
  • Took over customer's old webstore from previous developers.
  • Assessed viability of further develo...

PHP
Symfony
Sylius
PHPUnit
Doctrine
MySQL
Semantic UI
Klaviyo
Mailgun
Smaily
CircleCI
Cloudways
DigitalOcean
Docker
Cursor
PHP Storm

Demand Prediction Tool

Customer: Tallinn Dolls

Year: 2023 - 2024

Team size: 3 people

Built a demand prediction tool for clothing manufacturer Tallinn Dolls to estimate manufacturing quantities accurately. The solution can highlight which products were selling the fastest, which products ran out of stock too fast, and which stayed in stock past the expected sales period. Based on this information from previous seasons, it's possible to suggest the best products for the new season and the expected manufacturing quantities. It's possible to make predictions based on specific produc...

My role:
  • Mapped main business needs with the customer.
  • Researched existing solutions on the market.
  • Pro...

PHP
Symfony
PHPUnit
Doctrine
MySQL
Redis
HTML
CSS
JavaScript
Webpack
Semantic UI
Chart.js
Cloudways
DigitalOcean
CircleCI
Docker
PHP Storm

Did I get you interested?

Want to find out more about my work or discuss a project? Let's talk!