Built for small business work that cannot get lost.

Almost everything below happened in the last three years. I grew up behind the counter of my grandfather Ibrahim's hardware store. That is where I first saw the problem I work on now. Someone calls an instruction across the shop floor, everyone hears it, and at closing time it has not been done and nobody can say whose it was. My family argued about that for years.

I did not go straight into building anything. In late 2023 I managed a technical team at Greater Innovations and Solutions for clients in the United States, coordinating people I had never met on a working day that barely overlapped with theirs. I was not qualified for it on the day I started. I took it anyway.

Then I went into sales, which is harder than it looks from outside. Eight months at Land Royal in the UK, calling landlords and finding students somewhere to live, getting told no most of the day. Then fifteen months at Superfone in Bengaluru, several demos a day to small business owners.

That was my real education. Hundreds of owners, different cities, different trades, and one sentence underneath nearly all of them. I told my staff, and it still did not get done.

In December 2025 I co-founded Repem, a fitness app for people who want a routine they can keep. Now I was the one giving the instructions. I sent them as messages and voice notes, like everyone else, and things slipped, like everyone else. The complaint I had been hearing on the phone for a year was mine.

I follow Yes Theory. Their whole argument is that the things worth having sit on the far side of being uncomfortable, and looking back, that is the only pattern in my CV. Every job I took was one I was not ready for, and every one of them taught me something I needed later.

So I built StaffToDo, and I put it in my grandfather's store first, because that is the one room where nobody is polite to me. If it was bad I would hear about it that evening. The staff opened it, saw their own names on their own jobs, and the arguing stopped.

Then the shop down the road. A clinic. A gym. Landroyal, the company I had worked for myself in another country. Word travels the way it travels in a small town, one owner telling another.

I still spend most of my week on calls with owners. It is the same job I was doing at Superfone, except now when someone tells me what is broken I can go and fix it. Over 100 people across three continents run their day on StaffToDo.

If you are sitting on something and waiting to feel ready, do not wait. I had a family shop, a phone, and a habit of saying yes to work I was underqualified for. That was enough to start.