I find where a business is leaking money— and I build the system that fixes it.

Jose Isaac Colombo Business Systems Architect

For eighteen years I have been the sole technical operator of a high-volume media production and e-commerce operation — more than twenty hospitals across two countries, over 200,000 customer sessions — and of everything it runs on: the production pipeline, the payment system, the follow-up automation, the analytics and the reporting.

I work from Monterrey; the operation is based in Texas. I have run both the business side and the technical side of the same operation, I work inside live production, and I operate what I build.

What I look for

Four things I check first, in almost any business.

They are usually wrong. And they are usually wrong quietly — nothing breaks, nothing complains, so nobody looks again.

01

Your analytics are undercounting, and the number you trust is the one that is wrong.

Why it happens: Analytics that run in the visitor's browser get blocked, stripped or expired — by privacy settings, by the browser itself, by defaults nobody chose. On a mostly-mobile audience that loss is not a rounding error.
How to check it: Count requests at the edge — server logs, a worker, your CDN — over the exact window your analytics reports. If the two disagree, the edge is the one telling the truth.

02

Your checkout provider decides what your customer sees, and it is not optimizing for you.

Why it happens: Payment options get placed, promoted or buried according to the provider's economics and whatever they are testing this quarter. The setting says enabled, so nobody looks again.
How to check it: Open your own checkout on a phone, as a customer, and count the taps it takes to reach each payment method. Compare that with what your dashboard claims is available.

03

Your follow-up is built around the wrong window.

Why it happens: Follow-up sequences get designed from intuition — a couple of weeks sounds right — and then never revisited. The window where the money actually moves is usually much shorter, and much earlier, than the one being worked.
How to check it: Plot the time between first contact and purchase for every sale of the last year, and find where the mass sits. Then put your effort there instead of spreading it evenly.

04

Your dashboard counts events. You think it counts people.

Why it happens: The same person arrives more than once — two channels, two devices, a form filled in again — and every arrival becomes another row. Nothing is broken, so nothing complains.
How to check it: Count distinct identities instead of rows, and compare the two totals. If they diverge, every plan built on that number is off by the same factor.

How I work

I operate what I build.

There is no handoff cliff. The person who designs it is the person who answers when it breaks.
I work inside live businesses. Nothing I ship takes production down. The operation keeps running while it is being rebuilt.
I document decisions and traps. So the next person inherits a system, not a mystery.

Contact

Tell me what is not adding up.

[email protected]

Monterrey, Mexico. I work in English and Spanish, across US and Mexican time zones.