For independent outdoor, retail and hospitality brands
The technology you’d build if you started your brand today.
Small just became the advantage. What took big brands a whole department and years to implement can now be built for a 10 to 50-person brand in weeks.
You started your brand to make great products and build a community around it. Then the company grew, and the work became reports, inboxes, and managing processes. The big brands solved that with headcount. You can now solve it without it. I spent twenty years in-house at REI, Vail Resorts, and Smartwool. I know what their scale buys, and I build it for brands your size to power growth without the overhead.
Forty-five minutes, no fee.
Mt. Hood Loop Trail, Oregon
Then and now
For twenty years, scale almost always won. That era is over. Now small and nimble has the upper hand.
Then
The big brands had a demand planning team, analysts, a huge creative team, sales teams and reps everywhere. Independent brands had better products, a real community, and a bunch of spreadsheets.
Now
One person can build in weeks what took a department years. The big brands will spend those weeks in committee. You can decide on Monday and have the first piece running within weeks.
What I build
Six ways to grow without adding headcount.
A company that remembers.
Every policy, dealer term, season review and customer conversation in one place your team and your agencies can ask. Knowledge stops leaving when people do.
Used to take: a project management team and an intranet nobody read.
What the first build looks like: A company that remembers.Every customer and dealer treated like your first.
Each inquiry is heard, sorted, and assigned to the right person within minutes. Your team still writes every reply.
Used to take: a large CS team and a host of rep agencies.
What the first build looks like: Every customer and dealer treated like your first.A year of creative without a bigger team.
One line of intent becomes the brief, the assets, the approvals and the results, tied together from start to finish.
Used to take: a creative team and/or agency, plus project and traffic managers.
What the first build looks like: A year of creative without a bigger team.The whole business, every morning.
Know on Monday what you used to learn at quarter close, in a database you own. Decide in a day, not a season.
Used to take: a data team, analysts, and a data warehouse.
What the first build looks like: The whole business, every morning.The brand the AI assistants recommend.
When a buyer asks ChatGPT or Perplexity what to buy, are you the answer? I measure it, then fix what keeps you out. Most brands have never checked.
Used to take: nothing. This one is new for everyone.
What the first build looks like: The brand the AI assistants recommend.A team of builders.
Your people make the tools they need, inside clear rules. Nobody waits on IT, and nobody has to become the AI person.
Used to take: an IT department, program managers, executive sponsors, Op Ex and Cap Ex budgets and months, if not years.
What the first build looks like: A team of builders.
Proof
Everything starts with a tool small enough to ship in weeks.
Three are running today, at Super Pacific and Süti.
Super Pacific · Truck campers
Every inbound email assigned within five minutes.
The shared inbox is read every five minutes. Inbound sales, service, and warranty mail becomes a ticket in the ERP. Triage time per email is down 92%.
The longer story: Every inbound email assigned within five minutes.Süti · iPhone accessories
Slack + a Google Sheet now run the Creative Department.
One row becomes a brief, an asset folder, a designer assignment, everything, including feedback and approvals, running through Slack. Administering creative now takes 50% less time.
I hold equity in Süti.
The longer story: Slack + a Google Sheet now run the Creative Department.Süti · In beta
Every ad’s results, every morning.
Daily Meta results land in a database Süti owns (not an agency dashboard). Next: closing the loop between ad performance and creative, then automating the new creative brief.
I hold equity in Süti.
The longer story: Every ad’s results, every morning.
And my own shop. Loop Trails runs on a knowledge base of 850+ articles that check themselves and 27 apps that run everything from the daily agenda to coding. I run a small company that works like a much bigger one. I’ll show you how, then build yours.
How it runs
Start with the ambition. Ship the first piece. Grow from there.
1 · Working session
What you’d build first, on one page.
45 minutes, free
We pick the problem that matters most and name the first build.
2 · First build
One piece, live in weeks.
Fixed scope, fixed price
Tested on your own data. Your named owner signs off before anything goes live.
3 · The next piece
Each build makes the next one cheaper.
Quoted per build
The second build stands on the first. The capability grows without starting over.
4 · Care
I keep it running and keep it moving.
Monthly
Hosting, monitoring, tuning, and a monthly session on what to build next.
Terms
You own all of it.
- Your code, your data. You own everything I build, and it’s built to move to your accounts. You can’t be locked in.
- Proven before it acts. It runs read-only beside your team until the results are checked.
- Your team approves. Nothing reaches a customer without a person on your side saying yes.
- If I’m unavailable. Documented code and a named owner on your side. Any qualified developer can pick it up.
Who you’d be working with
I’ve seen what scale buys. Now I build it.
I’m Jordan Williams. I ran marketing at Keystone through a rebrand and a record year, led marketing and sales across 250 Vail Resorts stores, and brought dynamic creative to Smartwool. Before that, REI and Red Bull. I know prebook, dealers, co-op and what a compressed Q4 does to a team. The person who sets the direction with you is the person who writes the code.
What would you do if headcount stopped being the limit?
Bring that to a forty-five-minute working session. You’ll leave with a first build named, and a fixed-price quote follows in writing. If I’m not the right fit, I’ll say so.
or email me