What I'm building.
Most of my work for the last thirty years has been behind the scenes, inside other people's businesses. For the last several years I've also been building things of my own again, like I used to, and now many are coming to life simultaneously: twelve sites and products, most of them live.
These are mine, and they're also proof. I'm constantly combining decades of knowledge and experience, sales and marketing wisdom, pragmatic operational structure and the latest AI tools and technologies, and putting them to work on my own money before recommending them on yours. And most of these grew out of problems I kept seeing and solving for clients.
I'll always consult, and my clients are still a priority. I'm just selective about who I take on. Have a look. If one of these fits something you're dealing with, try it. And if you'd rather bring me one problem or one decision, I'd like to hear about it.
Measure first
Know which ad made the phone ring, which page earned a click, which form was a real lead.
AI, grounded
Answers built from your own facts and sources, checked, with the evidence attached.
A person decides
Nothing publishes, blocks or ships on a model's say-so alone.
You own it
Your data stays on your site or in your files, not locked in someone else's platform.
Intelligence and the systems behind revenue.
Competitive intelligence in days, with the evidence attached.
For the companies that need competitive intelligence most and are too small for the large strategy firms. Claims link to dated captures of their sources, and every engagement includes Ask Rathvane, an assistant trained on that engagement, so you can ask "where do I start?" months later.
Published prices · Value guarantee · Ask Rathvane included
See which ad made the phone ring.
Every ad, listing and truck wrap gets its own number. Calls are recorded and labeled by source, and an 8am email lists last night's missed calls so someone calls them back first. It's the same system I've used with clients for years, now open to anyone.
From $29/mo · Month-to-month · Set up in an afternoon
An AI newsroom inside your WordPress site. Nothing runs until you say stet.
It reads your own search data for questions no page answers yet, writes from your facts and price book, fact-checks the claims, and hands you a marked proof. Then it tracks what each page earns.
127 articles published on live sites · 96% appearing in Google · 44% on page one
AI that stops form spam, with no CAPTCHA.
CAPTCHAs ask "is this a bot?" SpamBorg asks "is this a message my business wants?" It catches the polite, human-typed sales pitches other filters let through, and explains every verdict.
630,000+ spam submissions stopped · 12 WordPress form plugins · Tested in public every night
Your mailing list and email marketing, kept on your own WordPress site.
Lists, subscribe forms, campaigns, autoresponder sequences, and open and click tracking, without handing your subscribers to a third-party service. It sends through the provider you choose: Amazon SES, Mailgun, SendGrid, SparkPost, Mandrill, MailJet or plain SMTP. Bounces and complaints feed a do-not-mail list automatically, and unsubscribing takes one click.
Email is what it does today. Next, the same lists and the same consent rules will reach people by text message and voice, and later by direct mail, using an updated version of PinID, the direct-mail tracking I created in 1995 that connects each mail piece to a personal web page. Those are planned, not available yet. If you'd like early access, tell me.
Free, with a paid tier · No caps on lists or subscribers · Six email providers or SMTP
Youth sports and activities.
There's a thread between these and the tools above. Programs, camps and clubs benefit from CallTrackingServices, Stetwell, SpamBorg and ListBoss the same way any business does.
Booking, payments and rosters for camps, classes and youth sports, on your own WordPress site.
Waitlists, waivers, QR check-in, sibling discounts and family referrals. Take cash, Zelle or Venmo out of the box. No per-registration fees, ever, and the data stays yours.
Free forever · Pro $149/yr founders pricing · 73+ activities
Game film that builds player IQ.
A parent taps their phone at the match. The taps become clips. The player says what they saw, the coach answers the same questions without peeking, and the gap between the two answers is the lesson. Works with any footage, including Veo and Hudl.
44 sports and activities · Family owns the record
Personal projects, and one that became a business.
Everything you read, kept and understood.
A free Chrome extension that puts feeds, articles, PDFs and books in one library. Speed-read them one word at a time, then summarize, quiz yourself or chat with a whole book. Everything is saved as plain files you own, and it works in Obsidian.
No account · Your own AI key, or fully local
Tell it when you want to eat. It plans the cook backward.
A personal project: the original meat smoking calculator, rebuilt from the ground up. Every prep step, the stall, the wrap and the rest, scheduled from your serving time with calendar alarms. Now you can customize multi-step cooks, save them, and share methods with the community. It benefits from the same thread too: CallTrackingServices, Stetwell, SpamBorg and ListBoss.
80 cuts, 126 styles · Matches 1,117 real historical cooks exactly · Daily USDA meat prices
Price a smoked-meat catering job so it actually makes money.
This is where the calculator becomes a business. Caterers enter the guest count and menu, and it works out how much raw meat to buy after trim and cook loss, what the job really costs, and a price they can defend. Costs can fill from current USDA wholesale prices with one click. The Pro workspace saves jobs, produces branded quotes, bids and invoices, and builds the shopping list and prep timeline for the day.
Free quote calculator · Labor, fuel, travel and overhead priced in · Online invoice payments
Tools I wanted for myself, free for anyone.
I made these for my own sites, then put them on WordPress.org so anyone can use them.
A step between "inactive" and "deleted" for your plugins.
Archive the plugins you've switched off but might need again. Their files and settings are kept in a protected folder and off the Plugins screen, ready to restore, download or delete later. Restored plugins come back updated to their latest version.
Bulk archive and restore · Pro edition for people managing many sites
Back The Files Up: an undo button for WordPress development.
Take a checkpoint of a site's files and database together, try the risky change, and roll back from the admin bar if it goes wrong. It takes a safety snapshot before every restore, can restore just the files, just the database or a single path, and shows what changed between checkpoints.
Snapshots with notes · Compare view · WP-CLI commands
If this sounds familiar, start here.
A quick index by problem. Most of these come up in client conversations every month.
- Spending on ads and not sure which ones make the phone ring
CallTrackingServices - A contact form full of sales pitches and junk
SpamBorg - A website that needs more pages people actually search for, without AI making things up
Stetwell - A competitor, a market or a pricing decision you need answered this month
Rathvane - Catering quotes that feel like guesses, or jobs that come in under margin
BBQ Catering Calculator - A WordPress site cluttered with plugins you've turned off but are afraid to delete
Archivum - Registrations and payments for a camp, class or league
KeepsYa - Paying more every year for an email list you'd rather own
ListBoss (early access: ask me) - Growth that has stalled and no clear reason why
Start a conversation with me
Bring me one problem or one decision.
Every one of these started as a problem I saw in a real business. If you have one of your own, tell me about it. The usual start is a 90-minute Strategy Session on one decision, or the 30-day diagnostic when the question is bigger.