How Hassan Saeed Chohan built Devonsite beyond freelance projects
Hassan Saeed Chohan is Founder & CEO of Devonsite (SMC-PVT) LTD, a software development company that builds custom web applications, SaaS products, AI-powered solutions and digital tools. This conversation looks at how freelance platform work led to a broader business, why customer acquisition matters as much as product development, and how Devonsite is adapting to changing expectations.
Excellent software is only part of building a sustainable business. Validate demand, prioritize sales and customer acquisition, and get a practical solution in front of the right audience.
What’s the short story of how your business started, and what makes it genuinely different from the other options your customers have?
Devonsite started with my passion for software development and a desire to help businesses solve real-world problems through technology. After gaining experience working with clients, building applications, and managing development teams, I established Devonsite to deliver reliable, scalable, and practical software solutions.
What makes us different is our combination of hands-on technical expertise, business-oriented thinking, and a long-term partnership mindset. We don’t just focus on writing code; we focus on understanding the problem, delivering meaningful solutions, and helping our clients grow. We are also building our own SaaS products under the Toolscase brand, which gives us firsthand experience in the challenges our customers face.
How did you win your first customers, and where does most of your new business come from today?
My first customers came through freelance platforms like Upwork and Fiverr, where I built my reputation by delivering quality work, maintaining strong communication, and developing long-term relationships. Many early opportunities came through referrals and repeat clients.
Today, our business comes from a combination of long-term client relationships, referrals, freelance platforms, and our growing online presence. We are also investing in SEO, product marketing, and SaaS distribution to build more sustainable and scalable sources of growth.
What’s one decision that changed the direction of your business, and one mistake that taught you the most?
One of the most important decisions was moving beyond individual freelance projects and building a company with a broader vision. This allowed me to focus on long-term client relationships, team development, and creating products that can generate recurring revenue rather than relying entirely on project-based work. One of the biggest lessons I’ve learned is that building a great product or delivering excellent software is not enough. Distribution, marketing, and understanding customer needs are equally important. I learned that businesses need to validate demand and prioritize sales and customer acquisition just as much as product development.
What has changed in your industry or in what your customers expect over the last couple of years, and how have you adapted?
The software industry has changed significantly with the rise of AI, automation, and faster development tools. Customers now expect quicker delivery, more intelligent solutions, better user experiences, and greater value for their investment.
We’ve adapted by incorporating AI into our development workflows and exploring AI-powered products and SaaS solutions. At the same time, we continue to focus on software quality, security, scalability, and understanding the actual business problems behind each project. We believe AI is a powerful tool, but technical expertise and sound business judgment remain essential.
If you were advising someone starting out in your industry today, what would you tell them to do first, and what would you tell them to ignore?
I would advise them to start by solving a real problem for a clearly defined audience. Build practical skills, create a portfolio of real projects, and focus on getting your first paying customer as early as possible. Customer feedback and real-world experience are far more valuable than spending months building something nobody has validated.
I would tell them to ignore the temptation to chase every new technology, compare themselves constantly with established companies, or spend too much time perfecting a product before launching it. Focus on execution, customer relationships, consistency, and distribution. A simple product that solves a genuine problem and reaches the right audience is often more valuable than a technically impressive product that nobody knows about.
Thank you to Hassan Saeed Chohan and the team at Devonsite (SMC-PVT) LTD for sharing what actually worked with Leaders Perception readers.
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