Tell them not to build it
If a packaged product solves the problem for a tenth of the price, we name the product and help configure it. We have talked more than one client out of a custom ERP.
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A small firm that stayed small on purpose.
Prime Falcon has been building websites, apps and hosting from Dubai since 2014. Forty-two people, one office, and a deliberate limit on how many clients we take.
The short version
We only sell what we are willing to support.
The firm started with two engineers and a single client — a diamond wholesaler whose stock ledger lived in a spreadsheet with four people editing it at once. Fixing that took eleven months and taught us the thing we still organise around: software for a working business is not finished at launch, it is finished when it survives a year of the business changing around it.
So we cap the client list. Every account has a named engineer who has been on it long enough to know why a decision was made in 2022. When we cannot staff that, we turn the work down rather than hire in a hurry and hope.
How we operate
Four rules that cost us revenue.
Every one of these has lost us a deal. We keep them because the accounts that stay eight years are worth more than the ones we win by nodding.
No scope we cannot estimate
Discovery is paid and separate. If it shows the problem is bigger than the budget, we say so then — not in month five with an invoice attached.
The builder carries the pager
No delivery-to-support handover. The people who wrote the migration script are on the escalation rota for it. It changes how carefully things get written.
Your accounts, your code
Repositories and cloud infrastructure sit under your organisation from day one. Leaving us should cost a transition, never a rebuild.
Milestones
Eleven years, in order.
- 2014
Two engineers, one client
Founded in Dubai to build an ordering portal for a Deira wholesaler. It is still running, on its fourth rewrite.
- 2017
Design studio added
We stopped subcontracting UI work. Research and prototyping moved in front of every build, and rework dropped by half.
- 2019
Hosting launched
Clients kept asking who would run the thing. We stopped outsourcing the answer and put our own name on the uptime.
- 2022
Mobile team
Flutter and React Native, because half our web clients now needed the app version of the same thing.
- 2024
Dubai Digital Park office
Moved out of the co-working desk into Building A1, Silicon Oasis. Same capped client list, more room for the design team.
- 2026
Forty-two people
One office, capped client list, and the same rule about who carries the pager.
Tell us what is breaking.
A 30-minute call, no deck. If we are not the right firm for it, we will say so and point you somewhere better.