It's not "productized"; it's exactly the same as the thousands of other companies that do this. I'm not saying they won't make money (it's actually a pretty profitable business), but this is not a business model that scales geometrically. It's also a really, really crowded space where relationships, project management and financial discipline (aka staying on top of your collections from day 1) are bigger factors of success than a fancy app or good customer service. Those functions don't even scale linearly, and because they're account management functions, you can't farm them off to a computer system unless you're cool with never getting paid.
Again, I know a half dozen companies off the top of my head that provide the exact same service. Just instead of a website, I have an account rep I can e-mail or call and get even more personalized service. And I can choose if they source developers from China, India, Argentina, Colombia, Ukraine, etc. based on price. Their PMs handle the intake and return a product within a specified time period. What's novel about this?
I'm thinking of something a little more full-service than that. There are a number of small contract dev shops that will do end-to-end product development. I've had fully designed apps churned out in as little as 6 weeks for under $50k, and they handled design, project management, QA, requirements gathering, etc.
The problem is that you have to find companies like this, and they tend to be small because the model doesn't scale past a certain point -- once you expand past a few teams, it becomes very difficult to control quality. Customers get upset and refuse to pay, which causes a cash flow problem. The best way to keep your accounts receivable aging down is to do quality work consistently, and the best way to have consistent quality is to keep your scale of control small.
This is not a business model that lends itself to VC well.
Again, I know a half dozen companies off the top of my head that provide the exact same service. Just instead of a website, I have an account rep I can e-mail or call and get even more personalized service. And I can choose if they source developers from China, India, Argentina, Colombia, Ukraine, etc. based on price. Their PMs handle the intake and return a product within a specified time period. What's novel about this?