20 years in tech.A year on the tools.
Twenty years in software: executive and senior-leadership roles across two ASX-listed companies and the platforms construction runs on. Most people who understand deep tech have never run a trade. Most people who’ve run a trade can’t build the tech. Pat Fong is both, and ServiceScale is what happens when those two worlds finally meet.
Years building software
Startups & scale-ups
Five-star Google reviews
Trade businesses helped
Every number here is verifiable: a public ASX listing, a Google Business Profile you can open right now, real trade businesses with names attached.
Ready to talk? Book 15 minutes with the person who'll do the work.
Book a consult →Twenty years,
two worlds.
Enterprise software taught the systems. A trade business taught the reality. ServiceScale is the point where they line up.
- 2000 · The groundwork
Computer science: web systems + machine learning
A Computer Science degree majoring in Web and Voice Systems, capped with a postgraduate honours thesis on machine learning and data mining for health data. AI since 2004, not since ChatGPT.
- 2004 · Building the web
Software engineer, O&C Marketing
Built custom client websites and an internal CRM at a Melbourne agency, before WordPress existed. My first taste of shipping a real product.
- 2013 · Enterprise + ASX
Chief Technology Officer, Manalto (ASX:MTL)
Led product and engineering at an ASX-listed social-media SaaS, run out of LA. Shipping at public-company scale, accountable to a board and real customers.
- 2016 · Product leadership
Head of Product, Plexus
Ran product for a legal-technology platform used by in-house legal teams at some of the world's largest brands. Learned to turn messy operational reality into systems people actually adopt.
- 2020 · Construction clicked
Group PM · senior leadership team, EstimateOne
On the senior leadership team of the tendering platform tier-one builders (John Holland, Built, Hutchinson) run on. A front-row seat to how the construction industry really finds work, quotes it, and wins it.
- 2022 · The executive seat
Head of Product, RateMyAgent (ASX:RMY)
Left EstimateOne to run product at Australia's real-estate review platform: reputation, reviews and local search as a growth engine. The same levers that move a trade business. It's also where I realised how much I missed construction.
- 2023 · On the tools
General Manager, Open Close Building
A year running a trade business end to end: quoting, call-backs, chasing work, the leads-and-admin grind. Not theory: the exact problem ServiceScale now solves.
- 2024 · Now
Founded ServiceScale
Where twenty years of product work meets a year on the tools. The websites, automation and systems I kept wishing these operators had: built properly, priced fairly, handed over clean.
Three things that
set us apart.
We build it
No white-labelling, no offshore hand-off, no “marketing bloke” who vanishes after the invoice. The person who scopes your project is the person who builds it. Direct access, start to finish.
Automation-first
A brochure site is where most agencies stop. We start there and keep going: the follow-up, the lead capture, the systems that carry the work once it arrives. The site is the front door, not the whole house.
Fixed packages
Clear scope, fixed price, no open-ended retainers or lock-ins. You know what you’re getting and what it costs before we start, and you own everything when we hand it over.
Humble clout.
We don’t pitch. We show up, do the work, and let the result make the case. The credentials are real, but they’re not the point. The point is a website that brings in work and a system that carries it once it arrives.
“If you’re not ready to spend money with us, we’ll tell you. We’d rather send you to the free resources now and do the work properly later.”
Most of our clients came from other clients. That’s the standard we hold ourselves to, and the reason everything we hand over is yours to keep. Domain, hosting, every file. If you ever walk, you walk with the lot.
In their words
“Great to work with! Created a perfect website for my business as well as improved systems and workflow! Would highly recommend!”
“Highly recommend Pat's services. After searching for a website developer we found Pat and he built us a website better than we could imagine! Thanks so much Pat for your hard work, we are so stoked!”
5.0 from 16 Google reviews
Fifteen minutes.
No pitch deck.
A straight answer on where to start, from the person who’ll actually do the work.