Direct Mail Connect — Low-Code MVP to Ruby on Rails
Built an initial Bubble.io MVP for a LinkedIn-based lead generation platform, then migrated to a full Ruby on Rails application — adding data scraping and an AI engine throughout.
The Challenge
Direct Mail Connect helps users generate better leads from LinkedIn prospect data. The founder needed to validate the concept quickly before committing to a full software build — but also needed the platform to evolve into something scalable once the business model was confirmed.
This required a two-phase approach: fast initial validation with a low-code tool, followed by a proper technical rebuild once the core assumptions were proven.
The Approach
We worked with Direct Mail Connect across both phases of the product build. Key work included:
Phase 1 — Bubble.io MVP:
- Built the initial MVP on Bubble.io with custom features, enabling the founder to validate the core user flow and business model quickly
- Kept the architecture clean enough that insights from user feedback could inform the rebuild rather than constrain it
Phase 2 — Ruby on Rails migration:
- Designed and built the Ruby on Rails platform to replace the Bubble.io MVP once market validation was established
- Implemented the data scraping engine to process LinkedIn prospect links at scale
- Developed and integrated the AI engine for lead qualification and personalisation
- Deployed on Google Cloud Platform with appropriate scaling for the anticipated user volume
The two-phase approach was deliberate — building twice sounds wasteful but is often faster and cheaper than building the right thing without validation.
The Outcome
- Bubble.io MVP launched and used for market validation
- Full Ruby on Rails platform built and deployed, replacing the MVP
- Data scraping and AI engine design
Technologies & Methods
Bubble.io (rapid prototyping), Ruby on Rails, Google Cloud Platform, web scraping (ethical, rate-limited), AI integration for lead scoring, database design for high-volume data ingestion.
About this engagement
This was a Build engagement across two phases: rapid MVP validation followed by a proper technical build. The combination of low-code speed and production-grade engineering mirrors the founder’s instinct that drove both phases.