Founded by Joshua in 2019, Codingo has evolved into a comprehensive, dual-pronged tech and education powerhouse in Singapore. On one front, it is one of the nation’s largest professional writing and coding help platforms. The company provides assignment guidance, tutoring, coding solutions, and project support to students from schools, institutions, and private universities, specialising in subjects ranging from business and marketing to programming and data analysis.

On the enterprise front, Codingo is a dynamic software development company helping working professionals and SMEs with custom digital solutions. Taking on everything from websites and e-commerce platforms to AI chatbots, mobile apps, and automation tools, Joshua manages the sales, strategy, and client relationships while a distributed team of developers brings each project to life.

The inspiration behind the business was born from a clear gap in the market: many SMEs in Singapore needed quality software but found enterprise development agencies either too expensive or too slow. Joshua set out to deliver real, custom tech solutions at an accessible price point without compromising on quality. Today, about seven years into the journey, Codingo has completed over 60 enterprise projects. Their best-sellers include custom bots and web applications that solve immediate pain points, alongside their newly launched AI products like ChatFlow AI, a WhatsApp-based sales assistant gaining massive traction.

Because software development and digital tutoring are inherently online services, taking the business digital was a natural progression.

“I realised that many SME owners in Singapore discover service providers the exact same way they shop for everyday items—through marketplaces,” Joshua explains. “Carousell puts us directly in front of business owners actively looking for tech solutions, cutting out the lengthy sales cycles you’d normally have with enterprise software.”

Carousell became the platform of choice due to its massive local reach and low-friction environment. Business owners actively searching for a “website developer” or “chatbot” can instantly discover Codingo’s listings. The platform’s direct messaging system has been a game-changer, allowing Joshua’s team to have real-time conversations with potential clients, understand their pain points, and tailor solutions rapidly. The platform’s established trust factor makes pitching custom software to first-time tech buyers much easier.

Like many service-based businesses, Codingo’s earliest hurdle was building trust. Software development is inherently intangible; clients are paying for a product that doesn’t yet exist. Joshua overcame this by implementing milestone-based pricing, maintaining strict transparency regarding timelines, and consistently over-delivering on early projects so that positive reviews and word-of-mouth could do the heavy lifting. He focused on framing the value of his services so clearly that the offers felt like no-brainers.

Since joining Carousell, the growth has been exponential. What started as solo freelance work has scaled into a full-fledged operation managing a dedicated team. Codingo currently handles multiple concurrent enterprise projects, spanning everything from a Flutter mobile app to a custom jewellery e-commerce platform with a visual configurator. Project sizes have scaled from a few hundred dollars to multi-thousand-dollar engagements, maintaining impressive margins of 80 to 95%, with a large portion of that robust pipeline originating from a simple Carousell message.

For Joshua, the true power of the platform is best illustrated by the lifetime value of the clients it brings in. One standout experience involved a client who reached out on Carousell looking for a simple Telegram bot.

It was initially a small project, valued between $300 and $400. However, once Codingo delivered the bot and the client experienced the high quality of the work, they immediately returned for a full web application. That project soon expanded into a custom data dashboard, eventually evolving into a long-term, ongoing working relationship. It was a clear reminder that a single, small marketplace listing is rarely just about a one-off transaction, it is a door-opener to lasting B2B partnerships.

For aspiring entrepreneurs looking to start an online business, Joshua offers a clear playbook:

• Start before you feel ready.

• Craft an irresistible offer: Focus on making your value proposition so good that people feel silly saying no.

• Compete on value, not price: Be incredibly specific about what you offer, who it is for, and the exact outcome the client will get.

• Speed is key: On platforms like Carousell, the merchant who replies first with a clear, confident message usually wins the deal.

Joshua is driven daily by both real-world impact and the thrill of the challenge. Whether it’s automating a tedious task, helping a student master complex programming, or enabling a business to make better data-driven decisions, the tangible impact of Codingo’s work is highly motivating. Furthermore, the constant challenge of scaling from a one-person operation into a robust company with systems, teams, and growing revenue ensures there is always a new level to reach.

Codingo is currently in the middle of a massive growth push. Over the next one to three years, Joshua aims to scale the company into a recognized enterprise software partner across Singapore. A major focus is securing approval for their AI products, such as ChatFlow AI and InvoiceAI, under Singapore’s PSG grant scheme. This would allow SMEs to adopt Codingo’s solutions with up to 50% government co-funding. The company is also actively expanding its B2B outreach to thousands of local businesses while growing the team to handle increasingly complex builds.