# Square One

> Follow me as I'm building my company, Herodesk.com, from square one. Fully bootstrapped, fully remote, focused on great technology and customer service.

This file provides information about Square One to help large language models understand and reference this publication's content.

## Posts
- [Thoughts on prices and when to raise them](https://anderseiler.com/p/thoughts-on-prices-and-when-to-raise-them): It's never fun to increase prices on existing customers. Sometimes it's necessary, though. Necessary and justified. The right thing to do. This is one of those times.
- [Oh My Fable!](https://anderseiler.com/p/oh-my-fable-1009): The new Fable 5 model from Anthropic (and similar frontier models from other providers) is the biggest disruption to software engineering since, well, ever.
- [Things that don't scale](https://anderseiler.com/p/things-that-don-t-scale): And why it makes sense to keep doing (some of) them
- [We're hiring an SDR](https://anderseiler.com/p/we-re-hiring-an-sdr): Herodesk is a combination of product-led and sales-led. We need both to grow, and now we're hiring a Sales Development Representative to boost the sales-led part.
- [Bye bye, OpenAI](https://anderseiler.com/p/bye-bye-openai): How we ditched OpenAI, cut AI costs, and built a fully self-hosted setup that's 100% GDPR compliant
- [To Copenhagen and back](https://anderseiler.com/p/to-copenhagen-and-back): A 24-hour round-trip to Copenhagen for E-handelsprisen 2026 - customers on the podium, a lunch with Werner Valeur, and a reminder that showing up in person still matters.
- [Push the sales over the finish line](https://anderseiler.com/p/push-the-sales-over-the-finish-line): Getting a verbal "yes" from a customer is the easy part. Getting their credit card on file is where deals go to die slowly - so we built something to fix it.
- [3-day meet-up and a €300 taxi bill](https://anderseiler.com/p/3-day-meet-up-and-a-eu300-taxi-bill): We went from two people at our first meet-up to eight at our third. Work, social, fun and recharging the social batteries before going back to fully remote.
- [You cannot trust your AI](https://anderseiler.com/p/you-cannot-trust-your-ai): Handling data security when working with AI is a design choise. And if you do it wrong, it'll go bad. Very bad.
- [Herodesk AI Autopilot is here](https://anderseiler.com/p/herodesk-ai-autopilot-is-here): From suggested replies to full autonomous support - across email, live chat, and social media, in any language, 24/7. Here's what we built and how it works.
- [My job title hasn't changed, but my actual job has.](https://anderseiler.com/p/my-job-title-hasnt-changed-but-my-actual-job-has): I spend less time writing code than I did a year ago. Not because I've stepped back, but because AI does the line-by-line work now. The same shift is coming to customer service.
- [Classic sales is dead. Everybody says so.](https://anderseiler.com/p/classic-sales-is-dead-everybody-says-so): In February alone, Signe and Daniel closed 20 deals and booked 40+ meetings. They'd been at Herodesk for less than two months.
- [We still need software engineers](https://anderseiler.com/p/we-still-need-software-engineers): With the latest models, three developers can deliver what would have taken ten a few years ago. That doesn't mean we need fewer engineers. It means we need better ones.
- [Keep doing the things that "don't scale"](https://anderseiler.com/p/keep-doing-the-things-that-dont-scale): Free unlimited onboarding. Local language support. Invoicing in DKK. None of it scales cleanly. All of it is deliberate.
- [In-person onboarding at a fully remote company?](https://anderseiler.com/p/in-person-onboarding-at-a-fully-remote-company): We're a fully remote company. In January, I flew two new sales execs to Aarhus every week for in-person onboarding. My advisory board talked me into it. They were right.
- [Herodesk is changing name](https://anderseiler.com/p/herodesk-is-changing-name)
- [Now the real work begins](https://anderseiler.com/p/now-the-real-work-begins)
- [We should have released AI Agents differently](https://anderseiler.com/p/we-should-have-released-ai-agents-differently)
- [I'm investing a(nother) million in Herodesk 🚀](https://anderseiler.com/p/im-investing-a-nother-million-in-herodesk)
- [We lost a big deal... And I'm glad we did!](https://anderseiler.com/p/we-lost-a-big-deal-and-im-glad-we-did)
- [Our 2nd meet-up in 2025](https://anderseiler.com/p/our-2nd-meet-up-in-2025)
- [E-handelskonferencen 2025 and why Expos (still) make sense](https://anderseiler.com/p/e-handelskonferencen-2025-and-why-expos-still-make-sense)
- [Sprinting to the finish line](https://anderseiler.com/p/sprinting-to-the-finish-line)
- [We're hiring a Sales Executive](https://anderseiler.com/p/were-hiring-a-sales-executive)
- [Two years with Herodesk 🇩🇰](https://anderseiler.com/p/two-years-with-herodesk)
- [Swag me up, Scotty!](https://anderseiler.com/p/swag-me-up-scotty-2)
- [Entrepreneurship is the mastery of a thousand skills](https://anderseiler.com/p/entrepreneurship-is-the-mastery-of-a-thousand-skills)
- [Fix the papercuts](https://anderseiler.com/p/fix-the-papercuts)
- [Best... Month... Ever!](https://anderseiler.com/p/best-month-ever)
- [Great customer service is a mindset](https://anderseiler.com/p/great-customer-service-is-a-mindset)
- [Klarna replaced 700 support reps with AI - now they're hiring them back!](https://anderseiler.com/p/klarna-replaced-700-support-reps-with-ai-now-theyre-hiring-them-back)
- [90% is good enough](https://anderseiler.com/p/90-is-good-enough)
- [The perfect candidate doesn't exi...](https://anderseiler.com/p/the-perfect-candidate-doesnt-exi)
- [Hire when it hurts](https://anderseiler.com/p/hire-when-it-hurts)
- [New SaaS Podcast with Bo Møller](https://anderseiler.com/p/new-saas-podcast-2)
- [Spending more money](https://anderseiler.com/p/spending-more-money)
- [This is why we can't have nice things!](https://anderseiler.com/p/this-is-why-we-cant-have-nice-things)
- [Tough start to March](https://anderseiler.com/p/tough-start-to-march)