Non-Technical Founders & Developers: Effective Collaboration

Finding the Right Software Development Consultancy

Securing the services of a software consultant can be a complex undertaking, particularly for those without extensive coding expertise. The process of identifying a suitable developer often requires considerable effort and experimentation.

To identify leading consultancies, we consulted with industry experts globally through the TechCrunch Experts program. WolfPack Digital emerged as a frequently recommended firm. We spoke with Georgina ‘Gina’ Lupu Florian, CEO of Wolfpack Digital, to discuss her company’s operations and the intricacies of consultancy work.

(This interview has been edited for brevity and clarity.)

Idea Validation and Client Collaboration

TechCrunch: To what extent do you assist clients in validating their app ideas before development begins?

Gina Lupu Florian: Many of our clients engage us as their exclusive product and technical partner. This means we are deeply involved in idea validation, offering support with product discovery, strategy, market analysis, UX/UI design, smoke testing, and usability testing.

We also assist with beta testing and iterative learning, ensuring the initial product launch is optimized for its target audience. The level of our involvement is tailored to the project’s goals, the stakeholders’ needs, and the stage of development when we begin collaboration. While “developer-for-hire” models are less common, we remain flexible and accommodate setups that best suit our clients’ mobile or web platforms.

Client Intake and Project Assessment

Can you detail your intake process for new clients? How do you evaluate their needs, and what information is required before providing timelines and budgets?

The intake process is highly adaptable, varying with each project. We typically analyze the information provided by clients and develop a proposal, refining it collaboratively as we gain a deeper understanding of the product.

A robust project timeline and budget estimation relies on user stories, wireframes, or a detailed requirements document. We can either receive these directly from clients or assist in their creation through a discovery phase, which typically spans a few hours to a few days. Once sufficient information is available, we can usually deliver a proposal within a week.

Help TechCrunch identify the top software consultants for startups.

Share your recommendation in this brief survey, and we will publish the results.

Project Costs and Communication Frequency

What is a typical cost range for a project, and how often do you communicate with clients during development?

Estimating project costs is often challenging, as web and mobile projects can range from a few thousand dollars to millions. Greater clarity in scope leads to more accurate estimations. However, we prioritize agility and adaptability to deliver the best possible product while managing the budget.

Recently, our average project size has been between $100,000 and $200,000. As an Agile company, we maintain frequent communication with clients, typically weekly. Communication frequency is adjusted based on the client’s desired level of involvement, ranging from daily syncs to less frequent updates.

Working with Non-Technical Clients

What proportion of your clients lack technical expertise but have an app idea? How much of a challenge is this for launching an app?

Approximately 50% of our clients fall into this category, representing startup founders, product owners in scale-ups, or corporate innovation teams. We view this not as a limitation, but as an opportunity to provide comprehensive support throughout the entire process.

Prior experience with agencies or developers can be beneficial, but anyone can quickly learn the software development process with our guidance.

Managing Scope and Expectations

Is preventing scope creep part of your consultancy role? If so, how do you manage client expectations?

Absolutely. Clarifying priorities is crucial. We encourage brainstorming, but ultimately, we must focus on features that deliver the most value. Considering the project budget in all decision-making is also essential.

Providing accurate estimates for new features or changes enables informed decisions. Our project managers and product owners offer ongoing support, and our team contributes pragmatic suggestions to achieve the client’s goals effectively.

Project Timelines and Wireframes

What is the average timeframe for delivering a working app after contract signing? What is needed before wireframes can be shared?

Developing a web or mobile app from scratch, including discovery, design, coding, and validation, typically takes three months to over a year, with six to nine months being a common timeframe. Complexity, both technical and in terms of functionality and user experience, significantly impacts the timeline.

A successful app must be useful and competitive. For example, a banking app may take longer due to integrations and market competition, but the investment yields greater returns.

Quality Assurance and App Store Approval

Do you oversee the QA process? Can Wolfpack Digital assist clients with app store approval?

Yes, we have an in-house QA team adept at identifying issues. We have extensive experience with App Store submissions and have successfully navigated a wide range of scenarios.

Approvals are typically seamless 90% of the time, but we are prepared to address any blockers, communicate with app stores on behalf of our clients, and translate technical issues into understandable terms.

Marketing Services

Do you offer marketing services?

We are currently focusing on marketing our own brand and do not offer marketing execution services to clients. However, we provide market and audience analysis for our clients’ digital products, both during initial development and as the app scales, suggesting new features based on data insights.

We offer product strategy and consultancy services, and have received awards for app concepts and strategy, demonstrating our passion for this area.

Native vs. Hybrid App Development

Do you work on both hybrid and native apps? What are the benefits and drawbacks of each, and when do you recommend a hybrid approach?

We work with both native and hybrid technologies, tailoring the choice to each project’s specific needs. We favor native iOS and Android when scalability and stability are paramount, such as with fintech applications.

Native apps offer better long-term scalability and access to the latest OS updates and hardware capabilities. Hybrid technologies are suitable for rapid idea validation or simpler apps primarily reliant on backend data.

Development time is often shorter with native apps, while the initial budget may be higher. However, hybrid apps can encounter challenges that increase costs over time. Hybrid apps offer maintainability with a single codebase, but require developers proficient in both hybrid technologies and native platforms.

Ultimately, the best choice depends on the app’s unique requirements.

Client Selection and Project Scope

Have you ever declined a client? Are there types of apps you avoid, such as games or dating apps?

We have declined clients when projects do not align with our values and ethics. While our portfolio is diverse, we avoid projects involving weapons, illegal drugs, or similar activities.

We haven’t extensively worked on games, as they require different technologies and design skills. However, many of our apps incorporate gamification elements.

Source Code Ownership and Management

Who owns the source code upon project completion? How is the source code managed?

Clients typically own the source code and all intellectual property rights from the outset, as specified in our service agreement. We use a private version-control (Git) repository for each project, with our team regularly pushing code following Git-flow guidelines.

Upon project completion, or at intermediate stages, we transfer the source code to a client-owned repository. We can assist with account creation and access granting. Clients have access to the commit history. We can continue working on our repositories and transferring updates, or push directly to the client’s repositories. We also collaborate with clients’ in-house teams, working on the same repository.