15 years in bookkeeping.
Every client loved me for the first 6 months. By year two? At each other's throats.


I ran a fractional bookkeeping business. In the beginning? I was great. New clients, 
new systems, new problems. But once the novelty wore off—same reconciliations, 
same reports, same emails asking for the same missing documents.
I thought the problem was the clients. The work. Me.
Then I got diagnosed with ADHD.
Turns out my brain runs on uniqueness. I need to feel like what I'm doing is special, 
different, mine. Repetition kills that. So I stopped fighting my wiring and started 
building around it.
Now I build AI tools that solve real problems for real businesses—starting with the 
industry I know cold.
First up: OnboardLy. It kills the document chaos that happens before bookkeepers 
can even start their real work. Because the worst part of a bookkeeper's job isn't the 
bookkeeping—it's hunting down missing bank statements at 11pm.
I work in 10-week sprints. Build, market, launch, rotate. It's the only way my brain lets 
me finish anything.
My white whale? The search tool Ezra Klein said newspapers need. Ask a question, 
get a syllabus—not a list of links, but a structured path through the archives with every 
source at your fingertips. I'm the one building it.
I'm documenting the whole journey here. Wins, failures, everything in between.
Fractional bookkeeper drowning in client onboarding? Let's talk.
Building software for an industry you've never worked in? I have thoughts.

Tim O'Rourke

Scale from $50k to $1m/mo in 12 months | Co-owner @VIBAe "world's comfiest shoes" | Ran ads for Nike, Asics, TIffany & co.

Penang Media helps online brands grow faster and spend smarter using high-performing ads.

We specialise in creative-led, brand-driven direct response advertising that brings in more profit.

We scaled VIBAe's online monthly revenue from €40K to €250K in just 30 days. I soon became a co-owner of the brand, now known for making “the comfiest shoes in the world.” 

Since then, VIBAe has grown to over €2.2M per month in revenue, profitably spending more than €500k each month across Meta, Google and other platforms.

If you want to:
	•	Understand which numbers really matter for growth
	•	Stop guessing what kind of ads to make
	•	Spend your ad money wisely
	•	Build a system that keeps bringing in new customers

Message me on LinkedIn or visit www.penangmedia.com to learn more.

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The Battle

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