Most small businesses in Dubai are duct-taping together a website, spreadsheets, and five apps that don't talk to each other. Threshold Works builds the websites, apps, ERP, automation, and AI that actually work together, honestly, under one roof, so you can stop managing tools and get back to growing.
Quietly trusted from Dubai to New Zealand
Most small businesses in Dubai are one connected system away from real growth.
Great marketing brings you leads. Systems that actually work together turn those leads into paying customers, and hand you back your time.
Your website doesn't talk to your CRM. Your CRM doesn't talk to your invoicing. Your ads spend money on people who'll never convert. And you're paying for software you don't fully use.
You don't need more tools. You need someone to look at the whole picture, fix what's quietly costing you, and build the parts that are missing, calmly, honestly, in plain language.
That's what Threshold Works is for.
Most studios sell you one piece. We build the whole system, and the AI that ties it all together.
The new advantage.
AI workflows, chatbots, and custom assistants that quietly run your business in the background, answering questions, qualifying leads, and giving you back the hours you've been losing.
from AED 6,000
Featured capabilityThe foundation, built for you.
Software tailored to how your business actually works, client portals, internal tools, and systems built around the way you run. No templates, no limitations.
from AED 9,000
One system to run on.
Odoo ERP setup, administration, and support, wiring inventory, sales, purchasing, and accounting into a single source of truth. Configured and run for real businesses in the UAE and the Philippines.
from AED 12,000
See your business clearly.
Real-time dashboards, customer databases, and integrations that finally talk: HubSpot, QuickBooks, Zoho, all in one place.
from AED 4,000
Sleek, scalable, built to grow.
Custom iOS, Android, and web apps, booking platforms, member portals, internal tools, fast and ready for what's next.
from AED 25,000
Sell online without the headaches.
Secure checkout, payment gateways, order tracking, and upsell flows, tailored to your products and your customers.
from AED 9,000
Turn clicks into customers.
Conversion-optimized pages and complete sales funnels, integrated with analytics, lead capture, and your CRM.
from AED 2,500
Be the answer, not a blue link.
Optimize your content so voice assistants and Google's AI Overviews quote you directly, with structured data, concise answers, and FAQ schema that win featured snippets and 'position zero'.
from AED 2,500/month
Get cited by ChatGPT & Perplexity.
Make your business the source AI engines recommend. We shape your content, entities, and citations so ChatGPT, Gemini, and Perplexity surface and recommend you when buyers ask.
from AED 3,000/month
Stories that sell.
Professional video, product photography, reels, and brand films, created with the storytelling instincts of someone who's run real ad campaigns.
from AED 1,500/day
Footage into scroll-stoppers.
Reels, social clips, brand films, and ad cuts edited to hold attention, with captions, motion graphics, and platform-tuned pacing. Fast turnaround and clean revisions.
from AED 750 per video
Look like the brand you are.
Logos, brand identity, social graphics, and marketing collateral, designed to match the quality of the work behind it.
from AED 1,500
Indicative starting prices. You get one fixed quote after your free audit, no surprises and no lock-in. Ad spend and software licences are billed separately.
Most agencies sell you Layer 3. We build all four, because the marketing doesn't work if the foundation is broken.
Websites · branding · hosting · email
The base your business runs on, built to convert, built to last.
ERP / Odoo · CRM · invoicing · automation
The plumbing behind the scenes, so your tools finally talk to each other.
SEO · Google & Meta Ads · content · email
The marketing that brings customers in, and the data that proves it works.
AI workflows · chatbots · custom assistants
The advantage most small businesses don't have yet, and your edge over bigger competitors.
Years building for Dubai businesses
Businesses helped across industries
Ad impressions delivered
Growth from referrals & word of mouth
From full Odoo deployments to ad campaigns that pay for themselves, a sample of recent work across the UAE, the Philippines, and beyond.
A construction materials and AAC wall-systems company ran on disconnected spreadsheets, manual tracking, and fragmented communication between departments. The goal: one platform for the whole operation.
Customer inquiries, quotations, inventory, purchasing, and online operations, run from one unified Odoo platform.
A premium cookware and direct-sales brand needed a smoother customer journey, from first inquiry through cooking demo to sale, with real visibility into follow-ups.
Centralized lead management and a clearer path from inquiry to demo to conversion across sales and engagement.
A growing Dubai wellness brand needed real digital visibility in a crowded market.
Real visibility. Real conversations. Real growth.
A vehicle-removal service needed to dominate a competitive search market while keeping cost-per-acquisition low.
Real ad spend, real ROI, managed internationally from Dubai.
No vanity metrics here, just what it's actually like to work together.
Xerxes doesn't just design, he solves communication problems. His work is clean, strategic, and always built around what the audience needs to understand. Whether it's branding, social media, or digital campaigns, he consistently delivers work that creates impact.
Working with Xerxes brought clarity and consistency to our brand. He has a strong ability to transform rough ideas into polished visuals that feel professional, modern, and purposeful. His attention to detail and understanding of marketing make him a valuable creative partner.
Xerxes is creative, reliable, and highly skilled in both design and digital execution. He understands how visual design supports business goals, which makes his work practical, effective, and results-driven. Every project was delivered with professionalism and care.
Real businesses across the UAE, New Zealand, and beyond. Have a look at their work.
We work best with small, owner-led businesses, where the founder still picks up the phone, and good tech can quietly change everything.
Client portals, multilingual sites, and the admin systems that let your team stay focused on the work.
Lessan TranslationE-commerce for assistive products, CRM for patient relationships, and integrations built for real-world care.
Gilani MobilityCustom e-learning platforms, automated registration, and QuickBooks-integrated invoicing, end to end.
We AspireSEO that ranks for keywords that convert and Google Ads architectures that don't waste budget.
Wellington Cash for CarsMeta Ads that drive real conversations, booking systems that reduce no-shows, and brand visuals that match the experience.
AYA Home SpaEvent-ready websites, social media, and professional video that turn attendees into repeat clients.
Keystone Events Dubai
Conversion-optimized stores, automated invoicing, and upsell flows that actually work.
Multiple clients
Member management, donations, event registration, and communication platforms built with care.
Enterprise-grade systems at thoughtful rates, because mission-driven work deserves mission-grade tools.
Also serving legal services, clinics, consultancies, real estate, trading companies, restaurants, and design studios. Not sure if we're a fit? Book a free audit →
From 'I think I need this' to 'I can't believe we ran the business without it.'
We sit down and listen. What's working? What's broken? What's quietly costing you money? No pitching, just questions and clarity.
We turn your goals into a real roadmap: what we'll build, in what order, with clear timelines and transparent pricing. No jargon.
We design, develop, and integrate, with regular updates, working previews, and zero surprises. We move fast because we plan well.
We test everything, speed, security, mobile, integrations. Nothing ships until it's solid and you're the final word on 'ready'.
We deploy, train your team, and stick around. Launching is the start, not the end, we're one message away for years.
Founder · Threshold Works
Based in Dubai · serving across borders
I didn't start out as a marketer. I started as an IT kid who loved figuring out why things broke, and how to fix them before anyone noticed.
For six-plus years I've worked with businesses across the UAE, the Philippines, and beyond, translation firms, healthcare mobility, automotive platforms, schools, wellness brands, and event studios. I've built e-learning platforms, integrated QuickBooks with CRMs, run Meta Ads that reached 50,000+ people, and supported the IT and marketing of multiple businesses at once.
These days I work as a hands-on Odoo consultant (not an official Odoo Partner, and I'll always say so), implementing, customizing, and automating Odoo around how a business actually runs, connecting sales, CRM, inventory, purchasing, accounting, and websites into one platform, without the expensive enterprise consulting layers.
Recent work spans construction and manufacturing workflows, e-commerce and lead management, inventory operations, website integrations, and marketing automation, turning fragmented operations into structured, measurable systems.
I once saved a client real money just by suggesting they buy Microsoft from Microsoft instead of through their reseller. That wasn't in scope. They've referred me three times since.
I'm a person of faith, and I run Threshold Works the way I'd want to be treated: honest counsel, plain language, and your interests ahead of my invoice. When you hire Threshold Works, you work directly with me, not a faceless team or an account manager.
A threshold is the doorstep you cross into something new. That's where we meet you, and walk through with you.
We'll tell you when you don't need us, even when it costs us the project.
Our oldest client has been with us for years. Not because of a contract, because we pick up the phone.
No duct-tape fixes. Proper foundations, documented, so you're never locked in.
Every line of code serves a person trying to grow. We never forget that.
No cold retainers. Start with an audit, become a project, grow into a partnership, naturally.
A 60-minute deep-dive into your tech stack, website, software, marketing, automation. You walk away with a plain-English roadmap of what to fix first.
Book your auditA defined-scope project. Website rebuild, CRM setup, automation, SEO overhaul, or a tech-stack consolidation. We scope it, build it, ship it.
See if we're a fitWe become your outsourced tech team. Ongoing IT, maintenance, SEO, ads, and automation, one trusted number to call for everything.
Talk to usAll prices are indicative starting points. You get one fixed quote after your free audit, no surprises and no lock-in.
Yes, for now. We're keeping it free while we onboard our founding clients. Eventually it'll be AED 750–1,500, but you're early.
15 quick checks to spot where your business is leaking time, money, and leads, the same things we look for in the audit.
60 minutes, zero pressure. You walk away with a clear map of your systems and three quick wins you can use right away.