Your software stack is eating your margin.
Most small businesses are paying for software they don’t need. I show you how to build what you actually need instead — usually with AI tools you’re already paying for.
I’m just getting things up and running.
Drop me a note if you want to be on the (future) newsletter list.
The short version
Six subscriptions that don’t talk to each other and half of them barely used. Speaking from experience, it adds up quietly, and it rarely gets audited.
Meanwhile AI tools have gotten good enough that a small business owner – not a developer, not a startup founder – can build the systems they’ve been paying for. A job tracker. A quote generator. A follow-up email sequence that doesn’t sound automated.
Not everything, and not always. Part of what I write about is knowing where that line falls, because plenty of “just use AI instead” advice will cost you more than it saves.
Everything here is something I’ve actually built and used. If it broke, I’ll tell you how it broke (and how I fixed it).
What you’ll find here
Getting started
Plain explanations of what these tools do, what they cost, and what they genuinely can’t do yet.
Building systems
Step-by-step walkthroughs — Google Sheets, Apps Script, Zapier, Gmail and Calendar integrations. Real builds, start to finish.
Going further
Turning your own business knowledge into custom AI tools: Claude Skills, custom GPTs, and assistants that actually know how your business works.
Who’s behind this
I’m not trying to build a personal brand, so you won’t find my face on this page.
What’s relevant: fifteen years leading marketing at software companies, and the last few years actually building internal AI systems – automations, dashboards, custom agents – for real businesses with real deadlines.
I started this because the advice out there is mostly noise, written by people selling a course rather than people who’ve shipped anything. Small businesses deserve better than that. They’re the ones with the most to gain here, and the least room for error.
New guides as they’re published
This site is just getting started. Send me a note and I’ll add you to the list — you’ll get the walkthroughs as they go up. Nothing else, and you can tell me to stop any time.