From selling ice cream to building software.
No engineers. No CS degree. Just AI.
I went from running ice cream shops to building software for operators like me. This is where I share what I'm learning.
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Hi, I'm Alex Kassab.
I build the tools my business actually needs — and show other operators how to do the same.
You know your business better than any software company ever will. You've sat through vendor demos that miss the point. You've paid monthly fees for tools that solve someone else's problems. You've thought, "I wish I could just build this myself."
You can. That's what this site is about.
I run 20+ ice cream shops. I build my own software with AI. And I share everything I'm learning so you can do it too.
What I'm Working On
Things I'm building and sharing.
I build in public. Here's what's in motion right now.
OnBranded
AI-powered business intelligence for multi-location operators. Reviews, marketing, and data — all in one place. Built for my own 20+ locations, now growing beyond them.
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Real stories from building software with AI, running a franchise, and figuring out entrepreneurship without a playbook.
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Weekly notes on what I'm building, what's working, and what I'd do differently. Short, honest, no fluff.
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Fresh insights for operators who build.
Real stories from building software with AI, running a franchise, and figuring it out without a playbook.
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