22 years an engineer. 12 running my own brands. Now I build custom AI tools for businesses that need execution, not another strategy deck — pottery studios, gyms, specialty food retailers, consultancies, e-commerce operators. I work inside your business, in the tools you already use. I code it, deploy it, and train your team to run it without me.
Four steps. Watch what happens to the work at each one. See the full method →
Every business has one place where work piles up. On a short call we find yours. I name the tool that fixes it and give you a first step you can take without me.
I watch how the work really happens and write down every step. Then I sort each one: delete it, hand it to plain code, hand it to an AI agent, or keep it with a person. You get a written build plan with real tools and real costs.
I connect the tools you already use, add AI where reading and writing eat your time, and add checks so you approve what matters. I write the code and deploy it.
Before I build, we write down today’s numbers. At 30 and 90 days I measure again, against the same numbers. I document the system and train your team to run it without me, or stay on monthly for the next constraint.
Most people start with AI. I start by deleting. Many steps never need AI at all.
Some steps exist only because an earlier step went wrong. Fix the cause and the step is gone.
For exampleChasing a missing detail. Typing the same order twice. Checking the same thing a second time.
If the rule is “when this happens, do that”, it needs no AI. Code is cheaper and never guesses.
For exampleOrder paid, send the invoice. New booking, add it to the calendar.
Where the work takes reading and judgement, an agent prepares it. Then it stops and asks.
For exampleRead the email, pull out the details, draft the reply for you to approve.
Anything you cannot afford to get wrong stays with you or your team.
For exampleApproving a refund. Sending money. Signing a quote. Talking to the client.
These aren't packages. The assessment decides what you need. Each one ends the same way: a working system, not a strategy deck.
Tools built around how your business actually works. You own them.
Prompt generators, product launch content orchestration, internal search assistants, analytics dashboards — built for your specific business. Not off-the-shelf SaaS. Custom tools you own and control.
Built Content Creator PRO for a client in 6 weeks. Running in production daily.
One product, every channel. Content, listings and stock handled at scale.
Product content at scale, inventory automation, multi-channel optimization. Tested on my own brands first — two e-commerce businesses I’ve built and run since 2014, using AI tools I built myself.
5-10x content volume. 90% faster production. Same or better quality.
Emails, social and ads that go out on schedule, without you.
Email sequences, social content workflows, ad optimization, customer journey orchestration. Replace repetitive manual work with systems that run while you sleep.
Replaced $75K-$125K in agency and freelancer costs with $2K in tools.
Not sure where to start? I map the work and sort what to fix first.
Not sure where to start with AI? I watch how the work really runs and write down every step. Then I sort each one: delete it, hand it to plain code, hand it to an AI agent, or keep it with a person. You get a ranked plan with real costs. Then I build it.
Local retail client: operations audited and a full e-commerce growth roadmap delivered in 6 weeks.
Get found: a store or site, local search, and AI-answer visibility.
Not online yet? I coach product businesses through Amazon, Shopify, and Walmart setup — and service businesses (electricians, landscapers, trades) through website, local SEO, and LLM optimization. You run the business. I build the AI layer that scales it.
Two brands launched from zero. Local retail client: offline shop to full digital presence in 6 weeks.
Real demand and real margins, checked before a dollar goes to inventory.
Mechanical engineer turned e-commerce operator — I evaluate products differently. I combine 11 years of hands-on product launches with deep engineering analysis and AI-powered tools (Data Dive, Jungle Scout, web scraping) to surface real demand, stress-test margins, and validate physical and market viability before a dollar goes to inventory.
Not just market research — structural evaluation. Built custom AI research systems for clients to do this at scale.
I'm the Race Director of the Mercedes-Benz Oakville Bronte Harbour Classic — sold out in year one, run by a small team with AI doing the work of an agency. I build the same system for your race. Follow the runner:
Runners don't sign up for a banana and a medal. They come for the day — the festival, the photos, the people. The system gives them reasons to stay, and to come back next year.
Festivals, charity walks and tournaments have the same shape. The same system fits.
Three real jobs. On the left, how it was. On the right, what changed.
New owner, 84+ hours a week, zero e-commerce experience
A complete digital operation, delivered in 6 weeks
New owner, one week into a long-established specialty retail business. Zero e-commerce experience. Working 84+ hours a week. Needed a complete digital transformation plan — fast.
Every change: brief a developer, wait days, review, wait again
Minutes: live before the conversation is over
Every change used to mean going to a developer. A blog post, a price update, a page that needed fixing — write the brief, wait, review it, wait again. Days, every time, for work that took minutes to describe. And nothing shipped while you waited.
That’s the part that changed. I make the change myself now, often from my phone, and it’s live before the conversation is over. Not because I became a programmer — I’m a mechanical engineer and I’ve never written software professionally. Because describing the work precisely is now enough to get it built.
This is the same capability I hand over. When a client wants a page changed, a post published, or a price updated, the answer stops being “I’ll ask the developer and get back to you next week.”
See all of it, with the stack behind each one →I build this for other race directors →
$75K–$125K a year to agencies, freelancers and services
Systems I built, running every day
Two e-commerce brands. $2M+ in ad spend. Paying $75K-$125K annually for agencies, freelancers, and services. Needed to cut costs without cutting results.
Who this is for
Every business has a handful of jobs that repeat — quoting, scheduling, chasing, reporting, answering the same question for the hundredth time. They're too small to hire for and too constant to ignore, so they get absorbed by whoever has capacity. Usually the owner.
That work is now automatable, and it doesn't much matter what industry you're in — a pottery studio chasing class bookings and a distributor chasing purchase orders are the same problem wearing different clothes. What matters is whether someone will actually build the thing, deploy it, and stay until your team can run it.
I'm based in Oakville and work across the GTA and Ontario, plus remotely. The proof isn't a slide deck — it's the ecosystem I build in public: two e-commerce brands, two iOS apps in the App Store, a race that sold out at 875 runners, and a directory at local-search scale. Client work runs on the same playbook.
Start with the task, not the tool. I help Oakville and GTA businesses find the repeat work that is slowing the owner or team down, then build the AI workflow, automation, or internal tool that removes it.
Good fits are quoting, intake, product content, reporting, research, customer follow-up, launch workflows, and internal search. Bad fits are vague AI strategy projects where nobody owns the finished system.
Pottery studio
Class booking, waitlists, and the follow-up nobody had time to send
Race organization
Registration, sponsor pages, and a permanent searchable photo archive
For race directors →Fitness studio
Member onboarding and retention sequences that run unattended
Specialty food retailer
Retail shop to full e-commerce operation in six weeks
E-commerce brands
Two of my own, since 2014 — where everything gets tested first
Pharma consultancy
Research and reporting workflows that used to be manual
Six businesses that look nothing like each other. The underlying work was nearly identical.