Key takeaways
• The cheapest vendor is almost never the cheapest total cost. Jan left Fora Soft for a rotation of freelancers, outstaffers, and smaller agencies. He burned a lot of cash and came back. “I pay half and I get double” is his line after switching back to one full-stack team.
• AppyBee today serves 800+ fitness centers in the Netherlands. The platform runs on React, React Native, PHP/Node.js microservices on AWS, integrates iDEAL, Bancontact, SEPA, Pay.nl and Pay.pro, saves gym owners 10–15 hours per week, and rates 4.6★ on Trustindex.
• A “cheap” MVP that runs for three years is the #1 founder mistake. Jan’s team should have been told to move off the MVP stack earlier. A real software partner pushes you off the MVP and onto a scalable architecture on a known timeline — they don’t milk the legacy codebase.
• One PM, one team, one source of truth beats a patchwork of five vendors. AppyBee’s worst period had 5 developers across 3 months and a full-time contractor who “turned off notifications”. The fix was coming back to a single agency with BA, designer, front-end, back-end, QA, and PM on one channel.
• Reference calls predict communication — nothing else does. Ask the reference two questions: would they pick the vendor again, and what does the vendor push back on? The rest is window dressing.
Why Fora Soft wrote this playbook
AppyBee is a booking and payment platform for gyms, fitness studios, martial arts schools, boxing clubs and personal trainers. We started the product from scratch with Jan in 2017. Today it runs on web, iOS and Android, serves 800+ fitness centers across the Netherlands, carries a 4.6★ rating on 57 Trustindex reviews, and replaces physical membership cards with QR access control. It also saves owners 10–15 hours a week and has been measured to lift member retention by ~20% when the automated billing and push flows are properly switched on. You can read the full case on the AppyBee project page.
What makes this review unusual is the shape of the relationship. Jan left us. He spent months testing other agencies, outstaffers and freelancers, burned through cash, then came back. In this interview he tells that story without filtering it. We publish it anyway because founder-to-founder honesty about who to hire for custom software is worth more than any agency pitch deck, and because the mistakes Jan made — sticking with an MVP stack too long, chasing cheaper quotes, hiring too many vendors at once — are the same mistakes we see product founders repeat every quarter.
If you’re evaluating a custom software development partner right now, the back-half of this piece turns the interview into a five-question decision framework, a reference-call script, and a worked cost model so you don’t repeat Jan’s detour.
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Meet Jan and AppyBee
Jan is the founder of AppyBee. In his own words: “It’s an online reservation system where we can literally book anything. An online event, a project, group session, or person. On top of that, it’s not only booking — you communicate with clients, send push notifications, messages, pay by bundles or smart subscriptions.”
AppyBee operates as a B2B platform. Gyms and trainers embed the booking widget on their own website and also get a branded native mobile app. Today the typical AppyBee customer is a personal trainer, yoga studio, traditional monthly-fee gym, martial-arts school, boxing club, or a dog-walking service. The core vertical is sports and fitness, but the booking engine is generic enough to run a co-working space or a solarium.
“One can also book a yoga class, a traditional gym where you pay a monthly fee to train. We also provide a solution for the current, corona-affected times — if you can’t buy a subscription, you just pay for a visit. Many types of business models.”
What AppyBee runs on today
| Layer |
Technology |
Why it was picked |
| Web frontend |
React.js + TypeScript |
Migrated from Bootstrap; type safety + component reuse with the mobile app |
| Mobile app (iOS/Android) |
React Native |
One codebase, two stores, near-native feel for booking flows |
| Backend |
PHP + Node.js microservices |
Independent scaling of booking, payments, notifications |
| Real-time |
Socket.io |
Live schedule updates, instant push notifications |
| Payments |
iDEAL, Bancontact, SEPA, Pay.nl, Pay.pro, major cards |
Local Dutch + European methods the end-customer actually uses |
| Infrastructure |
AWS, multi-service hosting |
Elastic horizontal scaling with predictable EU data residency |
Was Fora Soft your first choice?
“We started with Fora 6 years ago. We weren’t really experienced back then. We had an idea. We worked with Fora Soft for a couple of years and wanted to develop an MVP, and that’s what we went with. The problem is, we went with it for too long instead of moving on. Fora Soft should have advised us to change, but they didn’t. And, as I said, we were inexperienced. So things were messy, and we decided to leave Fora Soft. We weren’t happy with them.”
We agree with Jan’s criticism and we publish it on purpose. A good product partner’s job is not to ride the MVP stack for revenue. The job is to tell the founder — on a deadline — when the MVP has served its purpose and a refactor or rewrite is cheaper than another six months of patches. That conversation didn’t happen early enough with AppyBee. It does now; the current delivery process at Fora Soft has a quarterly architecture review baked into every long-term engagement, precisely so this failure mode doesn’t repeat.
Reach for a rewrite when: you’re more than 18 months into an MVP, bug count is growing faster than feature count, and every architectural decision starts with “because the old code does it this way”. If two of those three are true, stop shipping features and start scoping a refactor.
The detour — freelancers, outstaffers and four other agencies
“We then tried all kinds of solutions. Outstaffing people, freelancers, other agencies, a combination of those. In the end, it was a disaster. We have a saying where I’m originally from: ‘I had it, I didn’t know. I knew it, I didn’t have it anymore’.”
“Everything has to fit. It’s not enough to have one good developer, one good project manager. Everything has to work together — QA, design... We burned a lot of money on it.”
Jan’s detour is the classic founder anti-pattern: when the first agency feels too expensive or too slow, the instinct is to unbundle. Hire a freelancer for backend, an outstaffed dev for mobile, a boutique shop for design. On paper, day rates drop. In practice, three separate vendors are now arguing about Jira boards, code ownership, and whose bug broke production, while the founder pays in calendar time.
The vendor-mix pattern looks cheaper for the first six weeks and more expensive from week seven onwards. Here’s the honest trade-off table.
| Model |
Best for |
Day-rate feel |
Hidden cost |
Accountability |
| Freelancer |
One bounded task, 2–6 weeks |
Low |
You become the PM; bus-factor = 1 |
None after hand-off |
| Outstaffing |
Scaling an existing in-house team |
Low-medium |
You own delivery, QA and design |
None on outcome |
| Vendor mix (≥ 3) |
Nothing — it’s the anti-pattern |
Looks cheapest on paper |
Coordination tax eats 30–50% of founder time |
Diffused, finger-pointing |
| Boutique agency |
Specialized one-off (design, brand) |
Medium-high |
Hand-off friction to engineering |
Partial |
| Full-stack product partner |
6+ month product build with BA/design/dev/QA |
Medium-high |
None after 8 weeks |
Single throat to choke |
Reach for the vendor-mix model when: never. It’s the failure mode Jan is describing. If budget pressure is real, shrink scope and keep one team; don’t split the team across three vendors.
Coming back — what changed Jan’s mind
“During that time there was some info we needed from Fora Soft. What I felt is, ‘oh crap, I need to ask them something, but we’re not working anymore…’ But I got all I needed instantly. They helped us a lot.”
“Then we decided to go back. There was one guy there — a PM — who was always there. He gave us confidence that they have it under control. We changed technology from Bootstrap to React. React.JS, React Native, PWA. So I asked the PM if they can handle it, and he said yeah. And then he explained everything. It felt like Friday evening after a hard week. You sit out there and you have that vodka.”
“I should have returned to Fora Soft much earlier. Fora Soft has everything under control. Everything under one roof. It all works perfectly.”
The technical re-platform Jan is describing was a coordinated swap from the original Bootstrap frontend to the React + React Native + PWA stack that still powers AppyBee today. Swaps like that are high-risk for a distributed vendor mix — you need one team to own the architecture decision, the migration plan, the parity tests and the rollout. Hence the return.
“So the story is like a boyfriend and a girlfriend — at first it doesn’t work out, but then you end up married.”
Why 5 developers in 3 months is the #1 red flag
“The reason I worked with an agency is that I just wanted them to solve my problems and handle the answer in the correct and professional way. In another company, we worked with 5 different developers within 3 months.”
“There was a case where we changed a huge architectural part, which was a major update. It was really buggy and slow. Thinking back, I’m realizing it was OK, but back then I didn’t. In Fora Soft we worked with the same team all the time. For me, it’s a sign that people are happy with the company. They like what they’re doing.”
High engineer churn is the single cheapest signal a buyer can measure. Ask the vendor: “Of the 10 engineers on your roster a year ago, how many are still here?” If the answer is under 60%, every project is eventually a handoff project. AppyBee’s second-tier vendor cycled five developers through in a single quarter — that means at least three onboarding taxes paid by the client inside a 12-week window, with the client writing onboarding docs the vendor should have owned.
“Now it’s the same project, which is important. I also got more people who’re helping me. I get to talk with the business analyst, with the designer, with the front-end, and the back-end. It’s a complete solution.”
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Before and after: what a real full-stack team buys you
“In the beginning there was some technology and we didn’t know what the usual way was. We had a Trello board. It’s nice, but it’s like moving sticky papers around. Then we moved to another company. They taught us that with Jira we can do this, with that we can do that. They overdid it. I felt like I was wasting hours on all that.”
“Now it’s the same project, which is important. I also got more people who’re helping me. I get to talk with the business analyst, with the designer, with the front-end, and the back-end. It’s a complete solution.”
“The advantage of Fora Soft is that the team’s communication system is really good. You talk to each other within teams. It’s difficult to have an agency, an out-staffer, a freelancer. It works, but not efficiently.”
What a full-stack pod does that a vendor mix can’t
1. One Slack channel for everything. Designer, BA, front-end, back-end, QA and PM read the same thread. Decisions stick because the people who implement them heard them in real time.
2. BA talks to the founder before the developer. Jan’s line — “a lot of times, I get a solution from you guys which is better than mine” — only happens when a BA can challenge the spec before it hits the sprint.
3. QA sees the design in Figma, not the bug in staging. Cross-functional pods catch edge cases weeks earlier than the freelancer + QA-contractor model.
4. PM handles the translation layer. The founder talks product; the PM translates into tickets. Jan didn’t understand this at first — “I didn’t understand why you guys don’t want me to talk immediately with the developer” — but came around: “He’s always aware of everything that happens, good or bad. That’s the communication which makes stuff more efficient.”
5. Team continuity is a year-over-year compounding asset. Same team, same product, same domain knowledge. A re-platform from Bootstrap to React isn’t risky when the team that built the Bootstrap version is the one migrating it.
Reach for a full-stack pod when: you’re building a product you plan to run for 3+ years, you want one team accountable for outcome (not output), and you’re willing to trade a 10–20% day-rate premium for 30–50% fewer coordination meetings.
The money — “I pay half and I get double”
“The revenue is difficult because a large part is marketing, and development cannot change that. However, what we do notice is the amount of money we paid to Fora Soft… I don’t want to name numbers now. I see it now: I pay half and I get double. I got much more value. But not only the value. It’s also the stability. You have confidence. Right now all the things that are not efficient are being solved. I get information back. I sleep well now.”
The “half for double” quote is the single most important paragraph in this interview. It maps to a very specific cost dynamic: when you unbundle delivery across freelancers and outstaffers, you pay lower per-hour rates but you lose the pod productivity multiplier — a full-stack team that ships in Agile cadence delivers roughly 1.8–2.2× the feature velocity of an equivalent headcount of decoupled contractors. Multiply that by rework (because half of what ships with a vendor mix gets thrown out), and the unit economics flip.
A realistic cost model for an AppyBee-class build in 2026
For a typical booking / payment / subscription SaaS similar in scope to AppyBee — web + iOS + Android, embeddable widget, multi-gateway payments, subscription pause/resume, QR access, push, multilingual — the realistic 2026 ranges look like this. These are rough, not commitments; scope changes these numbers by ±30%.
| Stage |
Duration |
Full-stack pod |
Vendor-mix equivalent |
| Discovery + architecture |
3–4 weeks |
$12–20k |
$8–15k (but weaker output) |
| Focused MVP (booking + payments) |
3–4 months |
$60–110k |
$45–90k + rework |
| Full platform (widget, apps, subs, QR) |
6–12 months |
$130–260k |
$160–320k (more rework) |
| Continuous iteration after launch |
per quarter |
$30–60k |
$35–75k |
| Hosting / infra (AWS) |
monthly |
$600–2,500 |
$600–2,500 |
Two notes on these numbers. First, we build with spec-driven agentic engineering as our default method, which compresses the MVP window and lowers the continuous-iteration bill relative to non-AI teams quoting the same scope. Second, “pay half, get double” isn’t marketing — it’s what happens when rework drops from ~30% to ~5%. For a reference on how we cost and scope up front, see our mobile app development costs guide.
“I turned off the notifications” — when vendors go silent
“I’m going to tell you about one situation that happened at the previous company. They did work for us. They had one guy that was also working for us from that agency full-time. I asked him questions but didn’t get information back. So we were doing tasks and pinging each other in Jira. We had a daily meeting, and I was asking: why aren’t you reacting to any questions we’re asking in Jira? He said, ‘I turned off the notifications.’”
“We’re paying a lot of money, it’s full-time, we’re with 5–6 people in a daily meeting and he gives an answer like that. If he said that at the table, I think it would finish differently. You should be happy it was online and with distance.”
Bookmark that quote. A developer turning off notifications on a paid full-time engagement is not a tooling problem — it is a vendor culture problem. Notifications off means the engineer does not see your tickets as their responsibility. It means the contract has no reputation loop. It means your escalation path is a Jira comment that’s already been muted.
Inside a full-stack pod, the PM owns responsiveness as an SLA, not as a habit. At Fora Soft the default is a response within the same business day on any blocker, and the dev team, QA team and design team run with aligned standup cadences so questions never sit across three separate vendor inboxes.
Software is not a jacket you can return — culture match matters
“With software you cannot just move. It’s not another jacket you could buy. It’s not possible. So you really need to think about which company you are going to work with, and it needs to be a match. You also need to understand a company. The company needs to understand our culture, but we also need to understand the company’s culture. The expectations.”
“You have different projects. On one hand, you have short-term projects — maybe 1–2 months. Easily done. But you also have work like what we do. These are long-term projects. Important structural things that one needs to understand and move forward step by step. Test it thoroughly, think about what the clients have, move the priorities, and do some mind exchange, like we’re doing with the business analyst right now.”
The short-vs-long-horizon distinction matters because the vendor that’s great for a 6-week sprint is often the wrong vendor for a 3-year platform. Jan’s AppyBee is a 6+ year relationship now. Look at your roadmap and pick the vendor who survives the architecture your roadmap will force in year three — not the one who’s cheapest for your 8-week feature wish list.
A decision framework — pick your software partner in 5 questions
1. Is this a product or a project? A project has a definition of done in 12 weeks. A product lives for 3+ years. Projects can take freelancers. Products need a pod with continuity. Jan’s mistake was treating AppyBee like a project.
2. Who’s the PM, and can you talk to them today? If the pre-sales PM is different from the delivery PM, and you can’t get a 15-minute call with the delivery PM before signing, walk. Jan’s confidence in Fora Soft came from one identifiable PM — not the sales team.
3. How many roles are in the pod you’re buying? At minimum: BA, designer, front-end, back-end, QA, PM. If the proposal lists only “2 full-stack developers,” you are buying outstaffing, not a product partner — and the vendor is hoping you won’t notice.
4. What’s the engineer retention rate? Ask for the 12-month retention number. Under 60% means you’ll pay two onboarding taxes in year one. Over 80% means the same hands that ship v1 will ship v2.
5. Will they push back on your spec? If the vendor says yes to everything, they will build the wrong thing on time. A good pod has a BA who disagrees with you in writing. Jan: “A lot of times, I get a solution from you guys which is better than mine.” That is the sound of BA pushback doing its job.
The reference-call script — 7 questions to ask before signing
Q1. Would you hire this vendor again today, knowing what you know now? (Open with the question that matters.)
Q2. Who was your PM? Are they still at the vendor, and are they still on your account?
Q3. How many developers rotated through your project in the past 12 months? (Benchmark: 0–2 on a healthy long engagement.)
Q4. What did they push back on that you were wrong about? (If there’s no answer, the BA function is missing.)
Q5. How did they handle the worst incident — production outage, security issue, or major missed deadline?
Q6. What’s the one thing about the vendor you’d change?
Q7. If they disappeared tomorrow, how painful would the swap be on a scale of 1–10? (A 9–10 is a sign of deep embedding; a 2–3 is a sign you could have hired anyone.)
Five pitfalls founders hit when switching software vendors
1. Splitting the team across three vendors to cut costs. Jan’s core mistake. Unbundling looks cheap on paper and creates integration debt the founder pays for in calendar time.
2. Treating the MVP as the architecture. MVPs are throwaway by design. Set a quarterly architecture review from week one. If you’re still running the original MVP stack at month 18, you’re leaking money.
3. Skipping the reference call. Don’t read the reviews on the vendor’s own website. Call two live customers for 20 minutes each and ask the seven questions above.
4. Insisting on talking to the developer directly. Jan: “I didn’t understand why you guys don’t want me to talk immediately with the developer. Right now I absolutely see the advantages.” A PM as translation layer is not a gatekeeper — it’s a force multiplier.
5. Handing over source code without a written agreement. If you’re about to give a new developer your codebase, read our piece on sharing source code with a new developer before you zip the repo.
KPIs — what to measure once you’ve picked the right partner
Quality KPIs. Escape defects per release under 2%. Sprint carry-over under 10%. Staging-to-prod regression under 3 bugs per deployment. Lighthouse mobile performance score above 85 on the main booking flow.
Business KPIs. Time-to-first-paid-booking after account creation (AppyBee target: under 5 minutes). Owner time saved per week (AppyBee measured: 10–15 hours). Member retention lift versus pre-platform baseline (AppyBee measured: ~20% when automated billing and push are enabled).
Reliability KPIs. Core booking API uptime ≥ 99.9% monthly. Payment-gateway success rate ≥ 98% per provider. Push-notification delivery rate ≥ 95% across iOS and Android. PM response-to-blocker SLA under 4 business hours.
When you should not switch vendors
A vendor swap costs 2–4 months of velocity and roughly 15–25% of the annual engineering budget in onboarding, shadow-runs and rewrites. Don’t pull the trigger unless the current vendor fails three or more of these: missed last two roadmap deadlines, no identified PM on your account, engineer churn above 40% in 12 months, no BA on the engagement, or reference calls that come back negative on communication.
If only one of those is true, try renegotiating the engagement first. Jan’s instinct to leave after the MVP drift was partially right — but the detour through freelancers was strictly worse than a renegotiation conversation would have been.
What made AppyBee work — the technical story
The platform that serves 800+ fitness centers today is a specific set of decisions that Jan and the Fora Soft team made after the Bootstrap era. Each one is a repeatable pattern for other booking / payment SaaS products.
React + React Native + PWA. One design system, three targets: web, iOS, Android. Component reuse between React web and React Native mobile compresses the UI team size.
PHP + Node.js microservices on AWS. Bookings, payments, notifications and reporting scale on different curves; microservices let each one breathe.
Socket.io for real-time. Live calendar updates matter when a popular yoga class fills up in 30 seconds; polling is not an option at the 800-gym scale.
Local payment methods are non-negotiable. In the Netherlands, iDEAL and Bancontact drive the majority of B2C conversions. Cards alone would have capped conversion at 50–60% of the Dutch baseline.
Embeddable booking widget. Gyms don’t want to redirect members off their own domain; the widget is a silent conversion lift because it preserves the brand environment.
Subscription logic as a first-class domain. Pause / resume, trial sessions, strip cards, prorated recurring billing — these are where every booking SaaS either locks in gym owners for years or loses them in the first billing dispute. AppyBee got this right after the re-platform.
Building something AppyBee-shaped?
Booking, subscriptions, multi-gateway payments, mobile apps — tell us where you are. We’ll send a ballpark scope and a 6–12 month delivery plan within 48 hours.
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Jan’s 9/10 on communication — what that score actually means
“What I would see as the quality, and I can really say that because I had a lot of companies in between — I had three or four agencies, freelancers, and outstaffing people I worked with. I even had, not going to name names, really had to fly in the ‘experts’ to have a problem solved, which cost in the meantime. So I can definitely say it’s a 9 on communication. In the beginning, I didn’t understand why you guys don’t want me to talk immediately with the developer. Right now I absolutely see the advantages. He talks to me daily, he will divide the work, and it’s efficient. Perfectly efficient. He’s always aware of everything that happens, good or bad. And that’s the communication which makes stuff more efficient.”
A 9 out of 10 after running four other vendors is a comparative score. It’s not a universal superlative — it’s “we tried the alternatives and measured against them”. That’s the only score that matters when you’re choosing a partner.
Would you recommend Fora Soft?
“I would recommend Fora Soft to friends, family, and colleagues. I would not recommend Fora Soft to my competition.”
“We have a contract on that, right? So no competition. I wouldn’t recommend you guys to my competition, but I do recommend you to my business associates and everybody else.”
FAQ
How do I know if my current software vendor is the wrong one?
Use the five-point test above: missed roadmap deadlines, no single PM on your account, engineer churn above 40% in 12 months, no BA on the engagement, and reference calls that return negative on communication. Three or more of those is a switch signal. One or two is a renegotiation signal.
What does a full-stack pod cost versus freelancers?
A full-stack pod costs 10–20% more per hour than equivalent-seniority freelancers, and delivers roughly 1.8–2.2× the effective velocity after you account for rework, coordination, and QA coverage. On a 6-month build, the pod is typically cheaper total; on a 2-week bug fix, the freelancer is cheaper. Pick by horizon, not by hourly rate.
How long does an AppyBee-class booking platform take to build?
A focused MVP with booking, single payment gateway, subscriptions and a web interface launches in 3–4 months. A full AppyBee-shaped platform — web, iOS, Android, embeddable widget, multi-gateway payments, QR access, subscription pause/resume, multilingual — takes 6–12 months. We use agentic engineering to compress that window by 30–50% versus non-AI teams quoting the same scope.
Why did Jan leave Fora Soft in the first place?
Because the original engagement rode the MVP stack for too long without an architecture review. We accept that criticism on record; the current delivery process now includes a standing quarterly architecture checkpoint for any engagement longer than 12 months, precisely so this failure mode doesn’t repeat.
Can I talk to the developer directly instead of through a PM?
You can, but you shouldn’t want to. Jan’s quote — “In the beginning, I didn’t understand why you guys don’t want me to talk immediately with the developer. Right now I absolutely see the advantages” — is the canonical founder turnaround on this question. The PM is a force multiplier: they translate product into tickets, prioritize, unblock, and keep the developer shipping instead of context-switching.
What payment methods matter for a European fitness SaaS?
In the Netherlands, iDEAL is the default consumer method and carries the bulk of conversions. Belgium needs Bancontact. Across the EU, SEPA direct debit covers recurring memberships. Cards (Visa, Mastercard) are necessary but not sufficient. AppyBee also integrates Pay.nl and Pay.pro as regional acquirers. For a new market, design the subscription engine payment-provider-agnostic from day one.
How do I run a reference call properly?
Book 20–30 minutes on video (not phone, not email). Lead with “would you hire them again today?” Ask about PM continuity, engineer churn over 12 months, the worst incident and how it was handled, and what they wish the vendor did differently. Close with the swap-pain score (1–10). Two live reference calls beat ten written reviews every time.
Should I share my existing source code with a new vendor during evaluation?
Only under a signed NDA and with read-only access at first. A serious vendor will scope from architecture diagrams and API docs without needing the repo. We wrote a dedicated guide on this — see Is It a Good Idea to Share Source Code with a New Developer?
What to Read Next
Ready to stop burning cash on the wrong vendor mix?
Jan’s AppyBee story has one punchline and it’s counterintuitive: the cheapest-looking vendor arrangement is almost always the most expensive one. Freelancers and outstaffers are tools for bounded work, not for multi-year products. A product needs a pod — BA, designer, front-end, back-end, QA, PM — on one channel, with a named PM you can call, measurable engineer retention, and a BA who will push back on your spec.
If you’re about to switch vendors, run the five-question framework and the seven-question reference script before signing anything. If you’re already deep into a vendor detour like Jan’s, the good news is that coming back to a single team is cheaper and faster than most founders fear. Either way, the call below is free, 30 minutes, and ends with a concrete recommendation — not a sales pitch.
Talk to the team behind AppyBee
30 minutes, scoping only, no obligation. Describe your product and your current setup — we’ll tell you whether a single-team swap makes sense for you, and if it does, you’ll have an honest cost and timeline within 48 hours.
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Full video interview on our YouTube channel.
