About
Niell Alfajora
Founder, Hone Studio
I'm a fractional ops and tech partner for founders, small businesses, and agencies who need senior-level execution without the overhead of a full team.
Most businesses hire a designer, a developer, a strategist, and an automation specialist — four conversations, four invoices, four people who don't talk to each other. I replace that with one partner who handles all of it.
Origin
Why “Hone”?
To hone means to sharpen — to take something good and make it precise, focused, effective. That's the job. I take businesses that are already doing the work and sharpen everything around them: the site, the systems, the strategy.
No bloat. No reinvention for the sake of it. Just a sharper version of what you already have — and a clear path to what's next.
The Swiss Army Knife Thinking
A Swiss Army Knife doesn't carry twelve separate tools in a bag — it puts every blade, driver, and opener into one compact frame. That's how Hone Studio works.
Strategy informs the design. Design shapes the build. The build feeds back into strategy. When one person holds all three, nothing gets lost in translation, nothing falls between teams, and every decision stays aligned with the outcome.
One partner — not three vendors
One conversation — not a game of telephone
One bill — not a stack of invoices
Principles
How I Think About Work
Integrated, Not Siloed
Strategy, design, and tech shouldn't live in separate rooms. I work across all three so everything connects and nothing falls through the cracks.
Outcomes Over Deliverables
A beautiful site that doesn't convert is just decoration. Everything I build is measured by the results it drives for your business.
Honest By Default
If something won't work, I'll say so. If there's a better path, I'll show you. No upsells, no fluff — just clear, direct communication.
Lean & Focused
No agency overhead, no bloated teams. One senior partner who knows your business inside out — faster decisions, tighter execution.
Toolkit