Filling High-End Hospitality Businesses With Young & Affluent Clientele 🕺 £2m+ Generated for Clients

⚡ I've spent 10+ years running my own small businesses. Now I focus on one thing only👇 

Making advertising online:
✔️ Affordable
✔️ Effective
✔️ And, reliable for UK businesses!

I've made millions for my clients. But, most agencies do nothing but take your cash and leave you with not much to show for it. This is why I developed my 'anti-agency' approach 👇 

⭐️ We only charge low one-time fixed-fees
⭐️ You can spend as much, or little, as you want
⭐️ With no minimum contract lengths

This makes advertising something that every business can benefit from.

Book 15 minutes for your team today & I'll show you exactly how we'd work with you to build a bespoke advertising strategy that fits your needs.

Book a meeting here > calendly.com/isaac-twidale/new-business

DM me anytime 📩
email me at isaac@wedoads.co.uk 🌐
or just call me! +447909836585 ☎️

Isaac Twidale 🕺

Full Metal Software Ltd

I work with growing businesses to design and deliver custom software that solves real operational problems. We don’t need the unnecessary guesswork. With 20+ years of experience, I lead projects end to end, from discovery through delivery, ensuring every build fits the way the business actually runs.


Having successfully delivered a number of key critical project platforms that help improve productivity and efficiency, I have vast experience in helping companies achieve their goals.

Director and Process Improvement Specialist

RedTie Ltd

RedTie is a software developer with a difference. Grown originally from a calendar print company, we are printers first, software developers second. 

We understand that software is just a tool and as such needs to be used correctly to get the most out of it. We therefore put as much effort into growing our customers’ online revenue, with account managers experienced in business development, training, education and support, as we do into developing our software.

That’s why at RedTie we think of ourselves as an extension of your business.

Operations Director

Sportal

Web Engineer

Hi, I’m Ben. I’ve been building software solutions for over two decades, helping businesses simplify their software and solve complex problems with tailored technology.

My journey began in the '80s. I was super excited by the possibilities of programming and the idea of making a computer do something new. That curiosity led me to pursue Computer Science, and eventually to co-found (with my brother) Full Metal Software in 2004.

At Full Metal, we specialise in creating bespoke software that fits seamlessly into existing business processes. Our approach is grounded in understanding the unique challenges each client faces and developing solutions that are both effective and sustainable.

Over the years, I've worked with a diverse range of industries, from logistics to retail, always focusing on delivering software that makes a tangible difference. I believe in building long-term relationships with clients, ensuring that the software evolves alongside their business needs.

The love of problem-solving is what gets me up in the mornings, except on the days when I’m coaching my son’s football team. 

In fact, as a father, I see a lot of parallels between kids and developers. They’re all very individual personalities with unique points of view!

If you're looking for someone who can translate complex requirements into practical software solutions, send me a message.

fullmetalsoftware.com | info@fullmetalsoftware.com | +44 (0) 1604 664 390

Ben Thomson

We have all been there.



A massive software project that started with optimism and a healthy budget is now months behind schedule.

The stakeholders are furious, the team is demoralised, and despite the invoices being paid, there is no working software to show for it.

When a project goes a bit awry like this, the instinct is often to plough on, hoping things will improve. But hope is not a strategy.

In my experience leading Full Metal, I have found that you cannot fix a failing project by doing more of the same.

This is where we apply what we call the "Agile Phoenix Protocol".

It is not about magic; it is about stopping the bleeding and restoring transparency.

The most effective tool in this protocol is the 'Ignition Sprint'.

Instead of aiming for the full launch, we strip everything back. We dedicate one week—two at the absolute maximum—to a hyper-focused effort to ship one single, critical piece of functionality.

Why does this work?

Firstly, it proves to the business that the project is actually salvageable. There is nothing quite like showing a frustrated stakeholder a working feature after months of silence. It rebuilds confidence immediately.

Secondly, it forces us to confront technical reality. We often find codebases that have become a "Big Ball of Mud," and this short sprint forces us to diagnose the root cause rather than just treating symptoms.

It tackles the "90% done" illusion head-on. Traditional reporting might claim a project is nearly finished because the documentation is written, but if the code does not compile or the interface is unusable, you are 0% done in terms of business value.

We move from a culture of blame to a culture of problem-solving. It is rarely just about fixing bugs; it is about resetting the heartbeat of the delivery team.

Take a look at our latest blog on the subject:

https://lnkd.in/eM87GKkw

If you are staring at a project that looks destined for the bin, ask yourself: could you ship just one working feature by next Friday?

Founder and Ops Director @ Full Metal Software | Improving Efficiency and Productivity using bespoke software

Open article: How Iterative Principles Can Salvage Distressed Software Projects | Full Metal by fullmetalsoftware.com

How Iterative Principles Can Salvage Distressed Software Projects | Full Metal

Most CRMs are nothing more than very expensive filing cabinets.

Over my years in software development, I have seen countless companies pour money into off-the-shelf systems that merely record the past.

We stuff them with contact details, notes, and complaints. 

They are static, missing the future, and offer zero competitive edge.

Frankly, things often go a bit pear-shaped when businesses expect generic software to drive growth.

At Full Metal, we believe your data should not sit in a digital graveyard. A traditional setup records yesterday's news but cannot predict tomorrow's revenue.

That is where bespoke AI changes the dynamic. Instead of passive records, you get an AI brain that never sleeps.

By integrating predictive analytics, the software sees customer churn before it happens. It uses Natural Language Processing to read the mood of your client emails. Add machine learning into the mix, and the platform gets smarter with every single interaction. It is about shifting from managing records to proactively building relationships.

We build these solutions to slot straight into your existing Microsoft or .NET stack. There is no need for a rip-and-replace overhaul, meaning no disruption and no downtime for your operations.

Sales teams stop chasing dead ends and close more deals, whilst your staff refocus on strategy rather than repetitive grunt work.

Are you ready to turn your passive data into proactive revenue, or are you happy paying for a static filing cabinet?

Is your CRM a digital graveyard?

Have you looked closely at your software subscription invoices recently?




Off-the-shelf solutions ask for less cash upfront, offering a predictable monthly fee that appears very attractive to growing businesses watching their cash flow.

The decision to simply buy a pre-packaged product often looks appealing at first glance.

However, those costs escalate fast.

Most vendors have moved to a per-user monthly subscription model. This starts out as good value for small teams, but as your workforce grows, the number of seat licences increases right alongside annual price hikes.

Subscription inflation is currently running higher than general market inflation. You can look back in a few years and be completely shocked at the scale of the cost increases.

In my experience, I have seen that whilst the upfront invoice for bespoke software is higher, it regularly works out cheaper over a three to five year period.

When you build your own system, you are not paying perpetual per-user fees. If your team doubles in size, your core software costs do not have to double with them.

With off-the-shelf products, you also end up paying for bloatware and features you never use. It is a bit like paying for a premium sports package on television when you only ever watch the evening news.

This clutter confuses staff and can make daily operations far less efficient. When you build, you stop paying for bloat and only maintain what you actually need.

Once your data is locked into a vendor's system, you are at their mercy regarding price increases at renewal time.

If you have ever moved a CRM from one vendor to another, you know how painful this process is!

Building your own bespoke solution means you own the asset outright, eliminating those perpetual subscriptions. It might seem like a heavy lift at the start, but taking the custom route is often a safe pair of hands for your long-term budget.

How often do you review the true total cost of ownership for your core business platforms?

Read our full breakdown on software TCO here:

Open article: The Strategic Crossroads: To Build or To Buy? | Full Metal by fullmetalsoftware.com

The Strategic Crossroads: To Build or To Buy? | Full Metal

Could your biggest competitor buy the exact same software tool and instantly replicate what you do?




If the answer is yes, then your market position is far more vulnerable than you might think.

For two decades, I have watched companies try to stand out in their sector whilst using the exact same underlying technology as everyone else. It simply does not work. The businesses that will dominate their markets in 2026 are those building proprietary software, not subscribing to the same tools as everyone else. 

Think of your business like a castle.

In medieval times, a moat kept invaders out and protected the castle.

Today, bespoke custom software is your moat, protecting your market share from competitors. When you rely entirely on off-the-shelf solutions, you encounter "The Square Peg" problem. You end up reshaping your business to fit their software, not the other way round. 

We believe your software should be fit for purpose.

If your operations involve highly specialised proprietary workflows, unique logic, or sector-specific rules, you need to build. Buying off-the-shelf only creates a recurring, rising expense for something that is never yours. Building creates a strategic, appreciating asset that you own entirely. 

Do not leave your competitive edge in the hands of a third-party vendor. Audit your daily operations and embed your "secret sauce" into code no competitor can copy.  Those are the areas where custom development will deliver a massive return on investment over the long term.

I have put together a document on when to build versus when to buy.

How much of your current tech stack is truly unique to your business, and how much is just borrowed from a vendor?

Buying vs Build

When a software project hits the rocks, the first question in the boardroom is usually, "Who is responsible for this?"



It is the wrong question.

In my experience, pointing fingers is the fastest way to ensure a project never recovers.

When you have a culture of blame, your developers stop telling you the truth. They hide bugs. They over-estimate progress to keep management off their backs. They bury bad news until it is too late to do anything about it.

To turn a disaster into delivery, you have to shift the culture before you can fix the code.

At Full Metal, we emphasise psychological safety as a core component of our rescue missions. We have to move the narrative from "Who caused this disaster?" to "How do we fix this together?"

This is part of the "Cultural Shift" outlined in our Agile Phoenix Protocol. We often implement Scrum or Kanban not just as management methodologies, but as tools to force visibility and collaboration.

Scrum provides the discipline and rhythm for teams that have lost their way. Kanban helps chaotic environments manage the flow and fight fires without losing their heads.

But neither works if the team is terrified of making a mistake.

If you want to rescue a project, you need a team that feels safe enough to say, "I don't know how to fix this, I need help," rather than staying silent for another week.

It is about moving from a contract-negotiation mindset to a partnership. We are in the boat together. If it sinks, it doesn't matter who drilled the hole—we all get wet.

This (and more) is covered in the attached PDF. 

How do you encourage developers to flag bad news early, before it becomes a crisis?

Is Your Software Project Bleeding Out?

Are you just hoarding customer data, or are you actually using it to drive your business forward?







I have spent a lifetime in the software development world, and if there is one thing I have learned, it is that business is always about people. But for many UK businesses, keeping those connections strong has gone a bit pear-shaped.

We have relied on traditional CRM systems to act as reliable digital filing cabinets for far too long. The issue is that we are now drowning in data, collecting absolute mountains of information but completely missing the actual gold buried within.

Standard, off-the-shelf CRMs are incredibly reactive. They tell you what happened yesterday, but they are pretty rubbish at predicting tomorrow.

When you treat every single customer exactly the same, you are going to lose them to competitors who pay attention.

Generic, batch-and-blast emails simply do not cut it anymore in today's market.

Here is how bespoke AI shifts that dynamic entirely:

✅ Predictive Analytics: Instead of looking backwards, AI analyses past behaviour to guess what is next, like spotting a churn risk before it happens so you can intervene.

✅ Smart Automation: It handles the repetitive slog of data entry, freeing up your team to get cracking and focus on building actual, meaningful relationships.

✅ Better Lead Scoring: Machine learning improves recommendations over time, so your sales team knows exactly which prospects are worth their time and effort.

We build bespoke AI-powered tools specifically to help you understand your customers on a much deeper level. It is about making those relationships smarter, rather than just managing a static list of names and addresses.

We want to give you a system that is genuinely fit for purpose.

Read more on how to upgrade your systems in our latest guide:

https://lnkd.in/evJDVHdV

Are your current systems genuinely helping you anticipate customer needs, or are they just recording past mistakes?

Open article: AI CRM: Bespoke Solutions for UK Businesses | Full Metal by fullmetalsoftware.com

AI CRM: Bespoke Solutions for UK Businesses | Full Metal

There is a hidden cost to serverless architecture that few people talk about until things have gone wrong.




It is known as the cold start problem.

When your serverless function has not been used for a while, the cloud provider spins down the environment to save resources. The next time a user triggers that function, the provider has to initialise everything from scratch. This creates a noticeable delay.

If you are building an application sensitive to latency, this unpredictable performance can be quite frustrating. Compiled languages like .NET tend to suffer more from these delays compared to interpreted languages like Python, though the gap is closing.

Beyond latency, we should discuss vendor lock-in.

Writing an Azure Function is a different process to writing an AWS Lambda. If you ever decide to move your workloads to a different provider, you are looking at a fair bit of rework.

It is rarely a simple lift and shift operation.

Also, serverless functions have execution limits. Most providers enforce a timeout of around 5 to 15 minutes. If you have a long-running process, serverless is not the right tool for the job.

Because your application is broken down into dozens of tiny functions distributed across the cloud, debugging can be like finding a needle in a haystack.

You cannot just attach a debugger to a single server. This requires a fundamental shift in how your developers work, relying on distributed tracing.

We advise a balanced approach for this very reason.

Serverless is brilliant for event-driven tasks and real-time APIs with variable traffic.

But for predictable workloads, traditional containers often remain a safe pair of hands.

Read more in our new blog on the subject:

https://lnkd.in/errfG5rd

How do you balance the trade-off between the convenience of serverless and the control of traditional containers?

Open article: A Real-World Look at Serverless Architecture | Full Metal by fullmetalsoftware.com

A Real-World Look at Serverless Architecture | Full Metal

We have all seen the report. 



The one that says the project is "Green" and "On Track", even though nobody has seen a working login screen in three months.

In my experience, this is the most dangerous phase of software development. It is the "90% done" illusion, and it is usually where budgets go to die.

I was reading a recent report from Automation Magazine suggesting that 60% of UK manufacturers are bracing for major software outages this year. 

That is a staggering number, but it doesn't surprise me. When deadlines loom and panic sets in, testing is the first thing to go out the window.

At Full Metal, we often get the call when things have already gone horribly wrong. The team is burnt out, the stakeholders are furious, and the code... well, let’s just say it’s not fit for purpose.

The instinctive reaction is to throw more bodies at the problem. But adding more developers to a late project just makes it later.

Instead, we use a different approach. We call it the "Agile Phoenix Protocol." It is not about working harder; it is about ruthless transparency. We stop the "big bang" delivery and focus on shipping something small and working within two weeks.

It is uncomfortable.

It forces you to admit exactly how far behind you are. But you cannot fix a problem you refuse to look at.

In this month’s Pedal to the Full Metal newsletter, I’m unpacking exactly how we turn these disasters around, alongside some deep thoughts on why your website speed might be killing your revenue and why "Super Apps" are finally coming to the West.

Subscribe for more...

Have you ever had to pull the plug on a project that was "90% done"?

Welcome to the latest edition of Pedal to the Full Metal. As we navigate the complexities of 2026, the business landscape is defined by three competin

Open article: Building Resilience and Efficiency in 2026 by Ben Thomson • 4 min read

Building Resilience and Efficiency in 2026

taplio

The Battle

Isaac Twidale 🕺

Ben Thomson

Followers

Posts

Engagements

Likes

Performance ScoreBen Thomson's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Isaac Twidale 🕺

Ben Thomson

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ben Thomson's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreBen Thomson's LinkedIn Performance