Custom software, apps, and AI agents, built to pay for themselves.
We help you stretch your budget, avoid expensive mistakes, and get to revenue faster.
Full ownership. Zero lock-in. Time and materials only.
No pressure, just clear feedback, even if you don't hire us.
Based in Calgary. Serving non-technical business owners worldwide.
You know your business better than anyone else. Who are we to tell you how to run it? Our job is to lay out your software options.
We'll tell you what each option costs, up front and down the road, so you can choose the best one. That goes for launching a Minimum Viable Product (MVP), opening a new revenue stream, or making what you already have run better.
If there's a simpler way that doesn't require custom code, or doesn't involve us at all, we'll tell you that too.
New Idea Machine is a custom software development company based in Calgary, Alberta, Canada. We build custom apps, MVPs, automations, and AI agents for business.
We show you how to stretch your budget
We start by understanding the problem. Your bottleneck, or your vision for something new.
We tell you first whether a custom build makes financial sense. If something off the shelf will do the job, we'll point you to it.
You get a real number, not a guess. Our App Cost Calculator shapes the build so it scales, instead of forcing a rebuild in two years.
We protect you from expensive mistakes
We've met many business owners who made these mistakes before hiring us. We'll steer you clear of them.
Not knowing what to ask before you sign
Restrictive contracts, hidden lock-ins and inflated scope are all avoidable, but only if you know what to look for before you sign anything.
Our approach: we published a free 14 Questions checklist that walks you through exactly what to ask any developer, including us.
Leaving security and compliance until the end
Handled up front, security and compliance costs around $600. Bolted on after the build is finished, it costs $30,000 or more.
Our approach: we bring the right experts in at the point where their advice is cheapest, not after the money is already spent.
Paying twice for the same app
Many business owners end up paying for their app twice. Once to build it and once to build it right. There are two reasons this happens. The first is that the developer failed to understand the technical functions required. The second is that the development team fails to notify you as to when to bring in critical third parties such as security and compliance experts.
Our approach: we created the App Cost Calculator to expertly gather the technical features your app needs, which then allows us to give you a realistic estimate.
Being locked into proprietary software
Some developers build in proprietary systems that make it expensive, or impossible, to leave. This can mean paying licensing fees for as long as you use your own app.
Our approach: when you hire New Idea Machine, you own every line of code from day one, only pay for time and materials, never pay licensing fees, and can move your software to any provider at any time, for any reason.
Get the free 14 Questions checklist and the full list of 10 mistakes
We get you to revenue faster
Most builds finish in under two months. AI-assisted development means one senior developer delivers what used to take a team.
Launch with the must-haves. We prioritize the features that get you earning, and leave the rest for later.
Get help paying for it. Canadian companies can qualify for government funding, and we'll show you how.
What this looks like for our clients
One client was paying a mailing company $8,400 a year just to remain a customer, before a single letter went out.
paid once, for software he owns
saved every year
earned every year, because other companies pay to use it
Picture your business a year from now
Your software is running, the busywork takes care of itself, and you own the whole thing. That's the difference between renting your technology and owning it.
"We've really gone from a small startup with a couple people to 15 people and a $10 million business."
"They really understood exactly what I was looking to do and accomplish, and they have delivered. I'm super happy."
"That lowered the risk. It allowed us to get started tomorrow. We didn't have to commit to a 12-month contract, all those big things that really scared us off from working with other teams."
"[Rea] asked us a bunch of questions that made us think through what we actually wanted. This is really smart advice instead of just jumping into creating our own app."
"The biggest change is not having the over $2,500 a year bill for software I owned nothing [of]. Now I just pay minimal hosting costs."
Start with a call
You'll be meeting with Rea directly.
Three steps from idea to software you own.
Book a free call
Tell us what you're trying to build. You leave with clear feedback and next steps, even if you don't hire us.
Get a scope and a fair estimate
We write down exactly what needs building and what it'll cost, so nothing surprises you later.
Launch software you own
We build it, you launch sooner, and every line of code is yours from day one.
Rea Hailley, CEO. 20 years in B2B strategy and business development, including growing a Shopify portfolio to $90 million in a single year. She's not a developer and works with technology the same way you do. As she puts it: "I'll never claim to be an expert in your industry, and I'd never expect you to be an expert in mine."
Al Del Degan, CTO. 33 years building software, including work with the Calgary Airport Authority, the City of Calgary, and Travel Alberta. He cuts project timelines by 50 to 75% with AI-assisted development, and passes the savings to you. He guides every project we take on, at no extra charge.
We built the company this way because it's how we'd want to be treated.
14 Proven Questions To Hiring the Right Developer
We created this checklist to help business owners avoid the mistakes that quietly cost the most, and choose the right development partner from the very beginning.
This checklist helps you understand:
- The questions that reveal whether a developer is the right fit for your project
- How to spot restrictive contracts and hidden lock-ins before you sign
- What to ask to prevent unnecessary features and inflated scope
- How to confirm you'll own your code and documentation
- How developers handle changes, risk, and long-term support
- What separates experienced teams from those learning on your project
The App Cost Calculator
You want to build an app. Before you talk to a single developer, you need a real number, not a guess.
In Canada, a working Minimum Viable Product (MVP) typically costs $20,000 to $60,000, and your number depends on what you actually need. Any estimate without formal requirements gathering is simply a wild guess. Our calculator asks the right questions and gives you developer-ready specs and a realistic cost estimate in about 20 minutes.
Our Partners
