About the studio

We build software that helps small businesses get paid.

Startup Lab 24 is a software studio in Ann Arbor, MI. We build and own our products — each one starts as bespoke software for a real design-partner business, then we make it work for the whole vertical. 5 are live today across 5 shipped projects.

Our goal: a portfolio of subscription products for small and mid-sized businesses — tools that help them invoice, collect payment, and grow recurring revenue.

Vision

Small businesses deserve software as good as the big companies.

Mission

We build software that helps small businesses turn what they do into recurring revenue.

How it works

Every product starts as bespoke software for one business.

A Business Developer embeds on-site with a design-partner business and builds exactly what that business needs. Once the software proves itself in production, we strip the specifics and turn it into a product the whole vertical can use. Bespoke pain becomes recurring revenue at scale.

The bond

The most important bond we share with our customers is making a profit, because our MRR comes from their MRR.

How we operate

Five things we believe.

01 · The bond is profit

The most important bond we share with our customers is making a profit — because our MRR comes from their MRR. If a customer isn't making money from our software, we haven't earned the subscription.

02 · Natural to use

We make software that feels natural to use — no manual, no training. The right thing is always the obvious thing.

03 · Priced to say yes

Priced so any small business can say yes. Enterprise-grade quality shouldn't carry an enterprise price tag.

04 · Recurring revenue is the job

The customer's recurring revenue is the product's only real job. Not logins, not features shipped — their money.

05 · Solve a paid-for problem

We solve the problems a business would pay to make disappear — the painful, recurring, money-losing ones. Never nice-to-haves.

The quick facts

Founded

2024

Location

Ann Arbor, MI

Projects shipped

Currently live

5 projects

Focus

SME software · recurring revenue

Model

Product studio — bespoke-first, then vertical.

Contact

imahmood@startuplab24.com

What we're building

Three products, one pattern: help them get paid.

TrueInvoice

· Schools & education businessesLive

Built for one school first — our design partner — and now made agnostic for any education business. Invoicing, payments, and collection tracking that removes the silent revenue bleed of late tuition.

Patient Pro

· Clinics & private practicesIn development

Built for one clinic first — our design partner — then made agnostic for any small practice. Patient records and billing in a single system, so the front desk collects payment instead of chasing it.

Instant Quote

· Field contractorsIn development

Built for one contractor first — our design partner — then made agnostic for the whole trades vertical. Create quotes and invoices on the spot so payment arrives before the tools are packed.

The people

Business Developers are CS-trained builders who embed with a design-partner business, guided by a US team of entrepreneurs and senior developers.

How we work

Get in touch

Software small businesses pay for every month.

We build and own subscription products that help small businesses get paid. Always glad to talk to small businesses, design partners, and builders.

See the portfolio Get in touch