> ABOUT
Small, independent dev shop. Based in New Zealand. We build custom websites and web apps. 16 shipped production projects. That's it. That's the company.
Last updated: 2026-08-25
> WHY "WASTED MY ULT"?
In games, your ult is the thing you save for the moment that matters most. Get the timing wrong and it's wasted. The internet works the same way. Most businesses fire their biggest swing (their website) on a page builder, a template, or an agency selling monthly magic, then watch it whiff.
We exist to make sure your ult lands. One build, done properly, set up to keep showing up in Google, ChatGPT, and AI Overviews long after we've handed over the keys. No retainer dependency. No second chances needed.
> WHAT WE BELIEVE
Build it in, don't bolt it on.
Schema, speed, clean code, AI-search structure. Done at build time, not as a $2K-a-month afterthought.
Own the work.
You own the code, the domain, the data, the analytics. We hand over keys, not leashes.
No retainer trap.
We're a build shop. The only ongoing thing we sell is content for sites we built, and only if you actually want it.
Ship in weeks, not quarters.
Most projects launch in 2 to 4 weeks. Web apps in 4 to 8. We don't do six-month "discovery phases".
Tell the truth.
If we can't build it well at your budget, we say so. If a free tool will solve your problem, we point at the free tool.
> WHO'S BEHIND IT
Wasted My Ult is founded and led by Graham Lockett, a full-stack developer who builds and ships production software, not just client sites. The track record: 16 shipped production projects, including MindGraph (a registered NZ SaaS company we run ourselves), Monster Audit (an automated SEO audit platform), a full CRM for recruitment and advisory firms, and e-commerce platforms with live MYOB and Xero integrations. Every case study on this site is a real, live build you can visit.
Graham has been in the digital industry for over a decade. In October 2014 he founded Flow Media Ltd (trading as FlowMedia), a marketing agency delivering SEO, SEM, and websites for NZ businesses. He has been a BNI member since 2017 and now represents Wasted My Ult in BNI Platinum. In 2025 he deliberately wound down the retainer-agency model: paid search and off-page SEO were losing ground to AI answers, so he rebuilt around what actually ranks now - hand-coded software and websites optimised on the page for Google and AI search (SEO, AEO, GEO).
"We eat our own cooking. The SaaS products we run pay their own bills, so every technique we sell a client - the schema, the speed, the AI-search structure - is something we already bet our own revenue on."
- Graham Lockett, Founder & Creative Director
16
Shipped projects
2-4
Week build cycle
0
WordPress sites
100%
Hand-coded