Product labGrowth practice
We build tools for the parts of growth that are hard to see: whether the spend was incremental, what a test was meant to prove, which calls went unanswered, and where the hours went.
01 · Products
Four surfaces of the same habit: make the work (and the spend) legible.
AI receptionist
Boutique voice AI for Ontario home-service shops. Keep your number. Never miss the job.
Learn moreFocus timer
ADHD-first Pomodoro and time tracking. Type a task, hit Enter, you are focusing. The day ends with an honest record, not a score.
Learn moreExperiment ledger
Records what you believed, what you predicted, and what the ad account did. Then joins them, because the campaign names carry the link.
Learn moreMeasurement suite
Strip organic credit out of platform-reported numbers. Incremental CAC and ROAS, plus the channel matrix to use before a holdout.
Learn more02 · Try the lab
Each takes under a minute and is free to try.
Incrementality · in the lab
Enter what the platform reports. The calculator takes out the conversions that would have happened anyway.
75% is a starting assumption. A holdout test on your account gives you the real number.
Customer acquisition cost
$50.00
Platform
$66.67
Incremental CAC
Return on ad spend
4.00×
Platform
3.00×
Incremental ROAS
Of every 100 conversions the platform reports, 25 would have happened without the ads.
Right On Call answers the way it would for a home-service shop. Try booking a repair, or tell it you have an emergency.
Talk to Maya on rightoncall.comType what you're working on and press Enter. The timer starts. There's nothing to set up first.
Open deepstintHow the lab works
Every product began in growth work: a test nobody could read back, a ROAS number nobody trusted, a call nobody answered.
We build the smallest thing that fixes it. AI does the repetitive work, and people keep the decisions.
Each product runs in our own work first. When it goes out, we say plainly what stage it's at.
03 · Lab notes
Measurement, experiments, and where AI belongs in operating work.
Contribution margin is the number we manage to. Why the ad account's ROAS can't be that number, and what we look at instead.
September 2026 · 4 min read
If the ad account can't be read back into the experiment that produced it, the learning dies in a spreadsheet.
September 2026 · 4 min read
A catalog that resets daily, a missed call that is a lost job, a test that should make the next one smarter. Where AI earns a place in operating work.
September 2026 · 3 min read
In home services, the customer who reaches voicemail calls the next shop. Why Right On Call is built around the number a shop already has.
September 2026 · 3 min read
Most productivity tools are built for people who have already started. deepstint is built for the moment before.
September 2026 · 3 min read
04 · Practice
We take on a small number of growth engagements. The products are the case studies.
Paid and owned acquisition run against contribution margin, with measurement the team trusts and a test cadence where each result shapes the next one.
Positioning, pricing, and the go-to-market plan for a new product or market, through to the first customers and what they tell you.
Fractional growth leadership. We set the north star, the measurement contract, and the weekly operating rhythm, then run it with your team.
Tools, agents, and workflows placed where the work breaks today. Every product on this page started that way.
Start a conversation
A question about a product, a measurement problem, or growth work on your team. A few lines is enough.