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Sellaray · Automation Studio · Est. 2024
Currently booking — Q3 2026

We automate the boring stuff,
so you can do the rest.

An automation studio for roofing companies, home-service operators, and other people running real businesses on Excel and grit.

Start a project ↗
sellaray · ops · live● 2870 runs/day
08:14:02 ▸ inbound · web form · jane@northwind.co
08:14:03 ▸ enrich · clearbit · matched · 92%
08:14:04 ▸ route · territory: NE · agent: marc
08:14:06 ▸ sms · sent · template:new-lead-v3
08:14:09 ▸ crm · upserted · contact #18421
08:14:14 ▸ inbound · phone · +1 (203) 555-0177
08:14:28 ▸ transcribe · whisper · 14s · ok
08:14:29 ▸ classify · roofing · urgency: 7/10
08:14:30 ▸ route · agent: priya · slack ping
08:14:32 ▸ reply · drafted · waiting · approve
Fixed price

Quoted before you commit. No “starting at,” no surprise add-ons.

No retainers

Month-to-month after handoff, or none at all. Cancel anytime.

Your team runs it

We document, train your people, and walk away. No agency dependency.

Code is yours

Source, prompts, workflows — handed over day one. No lock-in.

Lead intake✱Outbound✱Backends✱Content engines✱CRM glue✱Roofing ops✱Reporting✱Hiring funnels✱Lead intake✱Outbound✱Backends✱Content engines✱CRM glue✱Roofing ops✱Reporting✱Hiring funnels✱
04½ · The shop floor

Flip the switch. Watch the chaos become a system.

① Inbound leadsmanual
web form
Jane @ Northwind
! 18h overdue
phone
+1 (203) 555-0177
pending
referral
Thumbtack #44821
! 18h overdue
web form
Marc — re-roof quote
pending
DM
@hearth_co · IG
pending
② Operatorhuman · overloaded
🧑‍💼
stack growing · 23 unread
↓ drag to trash
call back
jane!!chase quote
tri-statewhere is
the spreadsheet?
trash
③ Outcomeguesswork
First-touch~18h
Leads dropped31%
Reporting3 spreadsheets
Operator nightslate
In this issue
Vol. II · No. 3 · May 2026
  1. 03ManifestoA studio. Not a SaaS. Not a guru.Four creed entries on what we make and what we refuse to make.03
  2. 11ProcessFour weeks to a system that runs itself.Discovery, build, hand-off, on-call. Fixed price. No retainers.11
  3. 24CatalogSix playbooks, by name.The Northwind Stack · Drift Killer · Quote Machine · Hearth Engine · One Pane · Quiet Hire.24
  4. 38Selected workThree projects we actually shipped.Tri-State Roofing, Northwind Solar, Hearth & Home Co. — with the numbers to back it.38
  5. 54HeardQuotes, in-house.Operators, founders, dispatchers. The people who press the buttons.54
  6. 61FAQQuestions you would probably ask.Pricing, ownership, scope, and what we will not do.61
01 — Manifesto

A studio. Not a SaaS. Not a guru.

  1. i.

    Most "AI" companies will sell you a dashboard —

    And then leave the integration, training, and accountability as 1.

    We don't.

  2. ii.

    We sell the finished thing —

    Pipes, playbooks, and the people who keep them running while you sleep2.

    • Built
    • Wired
    • Tested
    • Manned
    • Delivered
  3. iii.

    It looks like software.

    It feels like staffing.

    A team you didn't have to hire, in a stack you didn't have to choose.

  4. iv.

    You ship more.
    We don't take a seat at your table.

    — The Sellaray team
  1. 1 See: every “AI consultancy” deck since 2023.
  2. 2 The people part is the hard part. Most agencies skip it.
02 · How it works

Four weeks to a system that actually runs itself.

01

We map your mess.

Two weeks of shadowing your ops, sales, and marketing — talking to the person who actually presses the buttons. We leave with a Miro board and a hit list.

DiscoveryWorkshopAuditRoadmap
HIT LIST · TRI-STATE ROOFING · WK 2DRAFT
  1. ✓ Inbound leads scattered across 4 inboxes — needs unifying
  2. ✓ Quote turnaround: 3 days avg → target <1h
  3. ! No SLA on first-touch — losing 31% of inbound
  4. ✓ Estimator does double-entry into QuickBooks + Sheets
  5. ! Marc spends ~6h/wk on manual reporting
  6. ○ Crew dispatch via group text — no audit trail
6 of 14 items shown · pulled from 11 stakeholder interviews
leadscrmsalesadsops
02

We build the rails.

Custom backends, automation pipelines, and AI where it earns its keep. Built on tools you can keep running without us. Documented in plain English.

BuildQADeployTest
web formphoneDMs · IG/FBreferralclassifyenrichscorerouteCRMSMS replySlack alertdashboard
SR-001 · simplified — production wiring has 23 nodes
webhook inenrich dataroutecrm syncsend smslog▸ deployed · 04:22 UTCruns/day: 2,847errors: 0.02%
03

We hand you the keys.

Your team gets trained, the runbooks get written, the dashboards get pinned. You see exactly what each automation does, every day.

TrainDocumentHandoffLaunch
RUNBOOK · LEAD INTAKE · v1.4LIVE

If a lead score > 80 and source = "phone"

  1. Bot answers within 8 seconds
  2. Captures: name, address, intent, urgency
  3. If urgency = "leak/active damage" → page on-call manager
  4. Else → schedule callback within 4h, send SMS confirmation
  5. Write to CRM with audio transcript attached

If anything fails

  1. Slack #ops-alerts pings owner-on-rotation
  2. Lead falls back to Marc's queue with a "manual" tag
  3. Postmortem auto-drafted in Notion within 24h
42 runbooks shipped to date · this one runs ~247×/day
jandecTime saved per week (hrs)+82h
04

We stay on call.

Optional retainer for tweaks, new playbooks, and the inevitable "can it also do X?" questions. Cancel any month.

MaintainIterateExpandAudit
SLA · ON-CALL RETAINERCANCEL ANY MONTH
< 4h
Response, business hours
< 24h
Response, anytime
2/mo
New playbooks included
99.7%
Pipeline uptime guarantee
$0
Cancellation fee
∞
Slack questions
Plain English. Two-page contract. No "platform fees."
leadscrmsalesadsops
03 · Catalog

The Sellaray playbook catalog.

We name our systems the way a record label names its releases. Each one is a complete production — kit, pipeline, runbook, and operator on call. Pick one off the shelf, or commission a B-side. Hit ▶ to hear it run.
SR-001
The Northwind Stack
Lead intake LP · 4 weeks
Roofing · Solar · HVAC
247 leads/day
4w
Calls, forms, web chat, DMs into one CRM. Scored, routed, replied to in under four minutes — even at 2am.
SR-002
Drift Killer
Outbound EP · 6 weeks
B2B · Agencies · SaaS
34% reply
6w
Multi-channel sequences with real personalisation. Replies that don't make people roll their eyes.
SR-003
Quote Machine
Backend LP · 6 weeks
Home services · Trades
11min quotes
6w
Quoting, scheduling, dispatch, payroll glue. The unsexy parts that nobody else wants to touch.
SR-004
Hearth Engine
Content LP · 4 weeks
Founders · DTC · Studios
40 posts/mo
4w
YouTube clips, shorts, blog, email — pulled from one source of truth and shipped on a calendar.
SR-005
One Pane
Reporting Single · 2 weeks
Ops teams · Founders
Live · 24/7
2w
One screen that tells you whether today went well. Not 12 dashboards from 12 vendors.
SR-006
Quiet Hire
Hiring LP · 5 weeks
Trades · Field service
−60% ghost
5w
Job ads → screens → interviews → offer. Bookings on autopilot, ghosting cut by 60%.
04 · Heard
“Honestly, it was like hiring a second ops team — except they showed up, shipped in a month, and then disappeared. Our intake doubled.”
— Marc D., Operations · Tri-State Roofing
05 · Selected work

A few things we actually shipped.

01 · Tri-State Roofing
A lead system that pays for itself by Wednesday.
+184%
qualified leads
<4min
first-touch
↑ LEADS / WEEKtri-state roofing · 12-month rollingJFMAMJJASOND+184%
01 · Tri-State Roofing · build sheet

What we built & what we wired it to.

Stack
  • Twilio · phone bridge
  • OpenAI Whisper · transcribe
  • HubSpot · CRM of record
  • Slack · ops alerts
  • Retool · operator UI
  • Postmark · transactional
What we shipped
  • 1 unified inbound pipeline
  • 42 routing rules
  • 11 SLA dashboards
  • 6-page runbook
  • 2 trained operators
02 · Northwind Solar
Quoting in 11 minutes instead of 3 days.
11min
quote time
38%
close rate
$1.2M
ARR added
0
dropped leads
11MINQUOTE TIMEnorthwind solar · before vs. afterWAS · 3 DAYS
02 · Northwind Solar · build sheet

What we built & what we wired it to.

Stack
  • Google Maps · roof sizing
  • Stripe Quotes · pricing
  • Anthropic · spec generation
  • DocuSign · e-sign
  • QuickBooks · ledger sync
  • Linear · install dispatch
What we shipped
  • Auto-quote in 11min
  • PDF generator + branded
  • 3-tier pricing engine
  • Install scheduling layer
  • Customer portal
03 · Hearth & Home Co.
A content engine that writes 40 posts a month — and they sound like them.
40/mo
posts
3.4x
reach
↗ CONTENT SHIPPEDhearth & home · 30 days40 pieces.
03 · Hearth & Home Co. · build sheet

What we built & what we wired it to.

Stack
  • Descript · podcast ingest
  • Anthropic · clip selection
  • OpenCV · vertical reframe
  • Buffer · multi-channel post
  • Notion · content calendar
  • Frame.io · review loops
What we shipped
  • Voice-fingerprint model
  • Clip-mining pipeline
  • 40 posts/mo cadence
  • 3-stage review workflow
  • Calendar sync · all channels
06 · FAQ

Questions you'd probably ask.

⌕
/01
Are you another AI agency?
Technically yes, practically no. We use AI where it pulls weight (writing, parsing, classifying) and we use plain old code where it should be plain old code. We won't sell you a "GPT wrapper" with a markup.
/02
Do you build or do you advise?
We build. We'll happily audit too, but the deliverable is always running software, documentation, and a trained team — not a slide deck.
/03
How long does a project take?
Most engagements run 4–8 weeks from kickoff to handoff. Larger backends can run 10–12 weeks. We don't do open-ended retainers unless you want one.
/04
Who owns the code?
You do. Repos transfer to your org on day one. No vendor lock-in, no rented dashboards.
/05
Do you only work with roofing companies?
No — that's just where we cut our teeth. We work with home services, real estate, ecom, agencies, and a couple of B2B SaaS teams that wanted help on the GTM side.
/06
What does a project cost?
Most projects land between $18k and $80k depending on scope. We'll send you a fixed-price quote after the discovery call. No "starting at" pricing.

Let's build

the boring magic.

A 30-minute call. No deck, no buzzwords. We map your bottleneck on a whiteboard.

Book a call ↗
/ ops
sellaray · ops · liveesc to close
—sellaray ops · v4.2 · type a command, or "?" for help
▸
/bookBook a discovery call
/workSee selected case studies
/howHow a Sellaray engagement works
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/aboutWho we are
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