• About TSPM Studio

Alex Kelso

Freelance Designer & Developer in Sydney, Australia

Hey, I'm Kelso. I help small businesses understand and leverage their websites as real business tools—not just online brochures.


I got my start in 2015 launching western brands in China via eCommerce, before learning to code and becoming a Product manager in 2021. These days, I run TSPM Studio out of Sydney - and I love the variety of businesses I get to work with. No two builds are ever the same.

Alex Kelso

Freelance Designer & Developer in Sydney, Australia

Hey, I'm Kelso. I help small businesses understand and leverage their websites as real business tools—not just online brochures.


I got my start in 2015 launching western brands in China via eCommerce, before learning to code and becoming a Product manager in 2021. These days, I run TSPM Studio out of Sydney - and I love the variety of businesses I get to work with. No two builds are ever the same.

Alexander Kelso | TSPM Studio
Alexander Kelso | TSPM Studio
Alexander Kelso | TSPM Studio

Studio Vlog

Watch Kelso build, break and fix stuff.

Take me to Youtube

Studio Vlog

Watch Kelso build, break and fix stuff.

Take me to Youtube

Studio Vlog

Watch Kelso build, break and fix stuff.

Take me to Youtube

What does TSPM mean?

TSPM stands for 'The Solo PM' - which is a play on 'solopreneur' and 'PM' for Product Manager (or Project Manager). Product Management thinking is central to TSPM Studio's approach towards web design and growth strategies.

What's the difference between Project Management and Product Management?

Let's take the example of a project manager who builds buildings. Once a given building is built, it's time to move on.


Now, think of any product you regularly use - solar panels, your email software, your smart phone, or even the search bar in your smartphone. Unlike projects, there's a whole post-development-and-launch life cycle that typically needs to be managed to ensure growth and ongoing commercial success.



Let's take the example of a project manager who builds buildings. Once a given building is built, it's time to move on.


Now, think of any product you regularly use - solar panels, your email software, your smart phone, or even the search bar in your smartphone. Unlike projects, there's a whole post-development-and-launch life cycle that typically needs to be managed to ensure growth and ongoing commercial success.


Treat Your Website Like a Product.

I teach businesses to manage their website as a product.

I treat websites like products—because that’s what they are. Whether someone finds you through an ad, a Google search, or a word-of-mouth referral, all signs eventually point back to your site.


It’s the clearest expression of your brand identity in your customer’s mind, and it deserves ongoing care. As tech shifts, customer behaviour changes, and your business evolves, your website needs to keep up. It’s not a one-and-done project—it’s a living asset that should grow with you.

I treat websites like products, because that’s what they are. Whether someone finds you through an ad, a Google search, or a word-of-mouth referral, all signs eventually point back to your site.


It’s the clearest expression of your brand identity in your customer’s mind, and it deserves ongoing care. As tech shifts, customer behaviour changes, and your business evolves, your website needs to keep up. It’s not a one-and-done project—it’s a living asset that should grow with you.

Diagram demonstrating the product lifecycle for mobile phones.
Diagram demonstrating the product lifecycle for mobile phones.
Diagram: The Product Lifecycle of mobile phones, including evolving success metrics.

Wait, so what's a Product Manager?

Above all else, PMs are responsible for creating value by identifying profitable and sustainable business opportunities through analysing customer needs. A product manager uses research, data and metrics to make business decisions about which product to build, how to build it, and is accountable for its success across its life cycle.


This role necessitates cross-functional collaboration across technology, marketing, sales, finance, operations, customer support etc. However, the recent rise of No-Code/Low-Code tools is continually empowering PMs to take greater, direct control of the technological aspects.

Above all else, Product Managers are responsible for creating value by identifying profitable and sustainable business opportunities via the analysis of customer needs. A product manager makes business decisions about which product to build, how to build it, and is accountable for its success across its life cycle.


This role necessitates cross-functional collaboration across technology, marketing, sales, finance, operations, customer support etc. However, the recent rise of No-Code/Low-Code tools has further empowered product managers to take greater, direct control of the technological aspects.

Diagram: Product Management and Small Business Ownership Venn Diagram
Diagram: Product Management and Small Business Ownership Venn Diagram
Diagram: Product Management and Small Business Ownership Venn Diagram

Your Business is Also A Product

There's a great degree of skill overlap between starting a business/startup and the craft of Product Management. Product Managers are increasingly being appointed as CEOs for some of the world's biggest and most renowned companies.


Similarly, it's widely accepted that the founder/CEO of any business is typically its first 'product manager' in all but title - juggling multiple roles and responsibilities to keep things afloat. Similar to your phone, your business can be viewed as a product in its own right: a series of interconnected systems working in harmony to create value for its users/customers whilst sustaining those who are managing it.


The good news is that Silicon Valley’s finest have spent decades perfecting the craft of Product Management. Their frameworks and strategies are now within reach, giving you the tools to streamline, grow, and scale your business and maintain a competitive edge.

Diagram: Product Management and Small Business Ownership Venn Diagram

Mission Statement:

Empowering small business owners to reimagine and transform their websites into sticky, scalable and outcome-driven products.

Empowering small business owners to reimagine and transform their websites into sticky, scalable and outcome-driven products.

Empowering small business owners to reimagine and transform their websites into sticky, scalable and outcome-driven products.

You're in good hands

You're in good hands

You're in good hands

How We'll Work Together

How We'll Work Together

How We'll Work Together

A streamlined process to bring your vision to life.

This tried and tested approach ensures your website or online store is tailored to your unique holistic digital strategy and broader business goals.

1

Initial Meet & Greet

In this 30-minute consultation, we’ll discuss your needs and assess how TSPM Studio can help achieve your business objectives.

2

Proposal & Contracting

Shortly after, you'll receive a proposal, contract, and initial invoice to lock in the project timeline.

3

Strategy & Content

Once underway, we'll plan site/store structure, events & UX, collate media and draft content for all pages.

4

Design & Build

We’ll design mockups for review, then build your site and configure all necessary integrations.

5

QA & Launch

Together, we’ll test everything to ensure your site or store is ready before launching it live.

6

Growth & Support

From SEO to CRO and maintenance, TSPM's ongoing support services will ensure your site performs, scales, and evolves with your business.

Ready to level up your digital strategy?

Unlock growth with solutions designed for modern businesses - from Shopify eCommerce to performance-driven web design.

Book a call

Ready to level up your digital strategy?

Unlock growth with solutions designed for modern businesses - from Shopify eCommerce to performance-driven web design.

Book a call

Ready to level up your digital strategy?

Unlock growth with solutions designed for modern businesses - from Shopify eCommerce to performance-driven web design.

Book a call