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To explain why we built Nucleas, you need a little backstory on The Media Shop.

We started in 2018 as an ad tech company. Our focus was on publishers who wanted more control over their ad stack, mostly mid-to-large companies with real complexity in how they monetized. We had great clients and a solid business. But growing further meant scaling up a team just to chase incremental gains in a space that, frankly, wasn't that exciting to us anymore. Ad tech products tend to look alike, demand comes from the same handful of places, and most "new" platforms you test don't move the needle much on revenue. We weren't bored with the publisher work; we were bored with the ad tech industry.

At the same time, something interesting was happening. Our publishers kept pulling us into other parts of their business: dev sprints, revenue analytics, marketing campaigns, and finance reconciliation. We were already a deeper part of their business; we just weren't organized about it.

Two years ago, we made a call: stop growing the ad business, and start fixing how we ran it. That decision is where Nucleas came from. It wasn't the first product to come out of that pivot, but it was the first one we started building.

The Problem: Death by a Thousand Logins

Before writing a line of code, we tried every major project and task management platform we could find. A few were decent. None of them scratched the itch. We were still hunting for things, still doing constant manual hand-holding. Some tools were too rigid; most leaned hard into "project management" and ignored the much bigger problem, actually running the business behind the projects.

Running an online publishing business today is genuinely overwhelming. A lean operation can easily depend on 10+ platforms: ad servers, analytics dashboards, finance tools, dev trackers, shared drives, Slack, spreadsheets stitched together with hope. Now multiply that by 40 clients, each with their own tools, their own team structure, their own quirks. It doesn't take long before "where the heck is this?" becomes the default state of your day.

What Nucleas Actually Does

Nucleas is the business management layer that ties all of that together. It's built around three goals, and we put deep thought into each one:

1. One home base for every client and project

Instead of a project being scattered all over, Nucleas gives each client or project a single hub that pulls everything into one place — key documents, dashboards, platform links, contacts, and ongoing work, all in context. You link the actual platforms to a client or project directly, so you always know which login or account belongs where, and where it's possible, you can skip the login step entirely with OAuth or webhook connections. No more digging through a password manager or asking around to figure out which account a given client uses.

2. A team that isn't drowning in manual upkeep

This is where the automations live — some of which you'll never even see, because they're just quietly doing the right thing in the background. One example: comments and context stay attached to the actual asset or platform they're about, instead of living in a separate, disconnected thread you have to go dig up later. We're still early here, and intentionally so. The goal isn't to bolt on every automation we can think of. It's to remove real friction one piece at a time, starting with the ones that save the most manual upkeep.

3. Workload and capacity you can actually see

This is the piece most tools skip entirely. Nucleas gives you a real view of team capacity across every client at once — not a guess, an actual picture of who's stretched thin and who has room. A workload view flags crunch points before they hit, so you're reallocating work proactively instead of firefighting after someone's already buried. And at the account level, a simple health status per client means leadership can spot a problem early, instead of finding out about it in a postmortem.

What Happened When We Used It Ourselves

About six months after we started building, the difference was obvious. We spent dramatically less time searching for things and more time actually doing the work. Our publishers got faster, better service. We stopped carrying a backlog. Work just got done, consistently, without anything quietly slipping through the cracks.

And for the first time in a while, we had breathing room. Four months after that, we launched our first community platform, a project that had been sitting on a wishlist for years, and it's now a meaningful part of our business. None of that would have happened if we were still drowning in the day-to-day.

Letting Nucleas Out Into the Wild

Today, we're opening it up for the first time.

What you'll see today is real, but it's not everything. There's more under the hood than we're showing right now. Plenty of the automations run quietly by design, in whatever way we've found to be most efficient, with the minimal amount for you to configure or even notice. We're starting with the core: the nuts and bolts, working well, so we can watch how people actually use it before layering on more.

A few things already on the way:

Desktop app — coming when we're confident it meets the bar we've set for the rest of the product.
Voice commands for mobile — we think voice is going to matter a lot for people managing work on the go, and we're targeting a rollout toward the end of summer.
Additional login and data automations — reducing manual setup even further, coming soon.

There's a roadmap behind all of this, but we'd rather build the next stretch of it with you than for you. Tell us what you love, what's missing, and what's getting in your way.

So go use it, break it a little, and let us know what you think. Hopefully, it helps your team get a little stronger, the same way it did for ours.

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