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Custom development is generally more expensive but there is a reason for that. However, he can find a company abroad and keep costs reasonable. Our company is such and i think our rates are not high. I'm pretty sure even within UK there are good devs who will do custom work for a reasonable fee.If you want to keep things in the value range then avoid custom development. Custom development is very expensive and you will continually need to update it too!
It is a great tip to find an existing plugin (within a framework such as wordpress or joomla) that offers what your function needs and then tune that to your needs.