My thoughts exactly when I read "Instead of taking on IT jobs, Biesma hired two app developers, paying them each €120 an hour" like holy shit bro, you already have a subscription, you could have prototyped your idea for essentially zero additional cost and tested it for PMF. He wouldn't even have needed to turn down contracts since it doesn't take full-time effort to steer a coding model. Would have been much better off with a somewhat buggy AI prototype and spending extra on marketing to see if it got any traction.