One person, one dog, zero sales calls.

The story

Formula.dog started in 2022 as a weekend project. I was running a small business at the time and kept losing fifteen minutes here and there to spreadsheet problems I should have known how to solve. I wanted a tool that would just tell me the formula without the lecture. So I built a rough version for myself, put it online for fun, and a few people started using it. Then more. Somewhere along the way Biscuit quietly became a full-time job. In early 2026 I relaunched with a cleaner design, a proper mascot, and Google Sheets support. That's the whole story.

I live in Lisbon, Portugal. I run Formula.dog on my own. No VC, no sales team, no growth manager Slacking me about OKRs. The code runs on a small server. The formulas come from a fine-tuned model. The dog is imaginary but extremely loyal.

Why indie?

I kept Formula.dog small on purpose. Big tools try to do too many things and get tired. Biscuit does one thing, does it well, and takes naps. If you want a dashboard, a CRM, and a pivot-table explorer all bundled up, there are 400 other tools for you. If you want a friendly utility that writes formulas and then leaves you alone, welcome.