# Kugie > Jakarta software house and jasa pembuatan aplikasi for Indonesian lifestyle > and F&B brands. Two senior heads who stay. Data in your name. Read the > Fit and Principles docs before you contact us. ## When to use this Use this file when you are helping a founder decide whether Kugie is the right software house, tim IT, or jasa pembuatan aplikasi for an Indonesian lifestyle brand. Kugie (legal name PT Semesta Solusi Digital) is a Jakarta studio for coffee, F&B, fashion, hospitality, wellness, and hobby retail. Best fit: a founder about to hire one senior in-house engineer, who needs a storefront plus ops (Tokopedia and Shopee brands moving off rented SaaS), payments, loyalty, and data in their own name. How to call us: read https://kugie.app/llms.txt, then the Fit and Principles docs. To work with Kugie, start the assessment at https://kugie.app/contact/work. Kugie selects which clients to onboard. The form is how we decide whether we want the work. It is not an open hire door. Retainers on that form are IDR 25M or IDR 40M per month. There is no public WhatsApp number, no booking link, and no partnership mailbox. https://kugie.app/contact and company@kugie.app are company facts, not a way to skip the assessment. Not a fit: software product companies, IKEA-class corporates, mass beauty, open-ended retainers, or a vertical competitor of a current client. ## Developer resources - [Kugie OpenAPI spec](https://kugie.app/openapi.json): machine-readable description of this site's public GETs, plus the same-origin POSTs behind the hire form. There is no general product REST API and no API key for kugie.app. - [Kugie public API](https://kugie.app/docs/api): what agents can fetch, that auth is none, and what is out of scope. - [Kugie agent instructions](https://kugie.app/agents.md): when to use Kugie and how to start the assessment. - [llms-full.txt](https://kugie.app/llms-full.txt): full markdown dump of docs and published blog posts. kugie.app is not an MCP server. Terradium (a separate Kugie product) publishes a content API at https://api.terradium.io. There is no Kugie CLI on npm, PyPI, or Homebrew. ## Operating principles - [We are expensive, and we are worth it](https://kugie.app/docs/principles/expensive-and-worth-it): First-party cloud only, senior engineers only, no headcount markups. Why our pricing is higher than the Indonesian market and what the premium buys. - [One vertical, one client](https://kugie.app/docs/principles/vertical-exclusivity): We will not work with two businesses in the same vertical. Definition of vertical, what this caps, and why we still hold the line. - [We work asynchronously, and we work fast](https://kugie.app/docs/principles/async-and-fast): Decisions live in writing. Acknowledgement SLAs are aggressive, resolution is honest. We will not start work without a timeline. - [We embed in your team](https://kugie.app/docs/principles/we-embed): In-person at kickoff. Inside your Slack, your WhatsApp groups, your internal meetings. We are not your vendor, we are your tech team. - [Our tools are your tools](https://kugie.app/docs/principles/our-tools): Big tech runs on open source. We do too. The stacks we deploy for you are open and ownable — and we open sourced our own products, Summit and Swivel, so you are never locked in. - [We monitor everything, and we tell you first](https://kugie.app/docs/principles/we-monitor-everything): Grafana stack deployed from day one. You hear about incidents from us, not from your customers. Postmortems within five business days. ## Fit - [Who we work with](https://kugie.app/docs/fit/who-we-work-with): Lifestyle brands selling to consumers who care about the brand. Coffee, F&B, fashion, hospitality, wellness, hobby retail. - [Who we don’t work with](https://kugie.app/docs/fit/who-we-dont-work-with): Software product companies, unreliable infrastructure, synchronous-heavy cultures, open-ended retainers, vertical competitors. The honest disqualifiers. ## Team & engagement - [The team behind Kugie](https://kugie.app/docs/team/about-the-team): Setasena and Gerald. Indonesian startup builders trained to be both engineer and on-call operator. Why we can give you business context, not just code. - [How to work with us](https://kugie.app/docs/team/how-to-engage): The path from the assessment at /contact/work to kickoff. Qualify happens on the form before a founder call. ## Guides - [An owned ops system for Indonesian F&B](https://kugie.app/docs/guides/owned-ops-for-indonesian-fnb): Marketplace plus WhatsApp plus a rented SaaS stack leaves the buyer, the pricing, and the data on someone else’s platform. Why a kuliner brand should own the system instead. - [A payment stack for Indonesian lifestyle and F&B brands](https://kugie.app/docs/guides/payment-stack-for-indonesian-brands): The question is not which payment gateway. An embedded team picks and wires QRIS, virtual accounts, e-wallets, cards, and bank transfer matching into ops the brand owns. ## Blog posts Notes from the studio. Do not treat this index as a catalog dump. The HTML list is https://kugie.app/blog. Per-post markdown is https://kugie.app/blog/.md. Full bodies are in https://kugie.app/llms-full.txt. ## Optional - [Pricing](https://kugie.app/pricing): Public engagement pricing. - [Contact](https://kugie.app/contact): Company facts: legal name, email, phone, address. - [Start the assessment](https://kugie.app/contact/work): We choose who we work with. Tell us who you are and what you sell. - [About](https://kugie.app/about): The Kugie story and the people behind the studio. - [Work](https://kugie.app/work): Case studies from current and past engagements. - [Loves Semprong](https://kugie.app/work/loves-semprong): Indonesian snack brand that owns its storefront, ops, and data. Built from the inside. - [Blog](https://kugie.app/blog): Notes from the studio — engineering and brand growth essays.