The Pipeline.
Escalay is a constraint engine. It forces ideas to earn their complexity through layers of validation. We don't build looking for problems; we build to solve pain.
Start Small, Fail Fast
Every idea begins as a lab note costing $0. Kill bad ideas before they become bad code.
Public by Default
Transparency creates accountability. Share the wins, the losses, and the revenue.
Solve Your Pain
You are user zero. If you won't use it daily, don't build it for others.
Revenue is Validation
Money is the only honest feedback. A single $5 payment outweighs 1,000 likes.
The Power Law of Returns
The Lab Note
Time: 2-4 HoursPure ideation and feasibility study. No code allowed. Just markdown, research, and a go/no-go decision.
- [1] Problem is clearly articulated
- [2] Solution is technically feasible
- [3] Excitement persists after 24h
- [4] Market research completed
The Experiment
Time: 10-20 HoursA rapid prototype to validate the core interaction. Does it work? Is it useful? Rough edges are expected.
- [1] 50+ Unique Visitors
- [2] You use it 3+ times/week
- [3] Core feature actually works
- [4] Positive external feedback
The Project
Time: 40-60 HoursA multi-feature tool with persistence. This is where you address the 'Yeah, but...' feedback. It becomes a reliable utility.
- [1] 100+ Signups
- [2] $50 Monthly Revenue
- [3] Clear path to monetization
- [4] Users requesting features
The Product
Time: 100+ HoursA business. Scalable infrastructure, customer support, and growth marketing. It pays for its own existence.
- [1] $100+ MRR
- [2] Sustainable Growth
- [3] <5% Churn
- [4] Automated Operations
The Weekly Pulse.
We don't rely on motivation. We rely on rhythm. The studio operates on a strict 7-day cycle to ensure consistent output.
- 01.One active experiment at a time. No multitasking.
- 02.No new features until current level graduation.
- 03.Documentation happens while building, not after.
- 04.If it takes >20 hours for L1, kill it.
Abdallah Othman
Escalay is Nubian for waterwheel — the ancient engine that turns continuous motion into sustenance.
A creative laboratory for testing growth engineering ideas and AI experiments. The test kitchen for everything — a starting point that could turn into something bigger. Ideas flow in, the wheel turns, and what survives becomes real.