What I actually do
I run Juan Diaz, LLC as a small holding company. Internally we ship product (Voltafy for energy, DEUS for operator CRM, Help Mij Besparen for consumer energy advisory, and a couple more on the way). Externally I take on a small number of operator engagements per year — founders with a team of 20–200 who know they are leaving revenue on the table but cannot see where.
The common thread across both sides is the same: I build the systems that make operators more money. Not decks. Not dashboards for the sake of it. The specific CRM views, automations, and integration layers that turn a team of humans plus software into something that compounds.
Where I spend my time
Solar, batteries, installers, energy advisory. Live products: Voltafy (platform), Help Mij Besparen (consumer), Salderingsregeling 2027 (policy).
Brokerage + property management operators with distributed field teams. DEUS CRM started here — built for people who update deals while walking from the car to the door.
Multi-location operators where the front-of-house and the back-office speak different languages. Our lane: making them agree on one number.
Logistics, trades, home services. Anything where revenue is earned in the field and lost in the office because the systems never met.
Operating principles
- Survey, blueprint, build, commission, operate — skip a phase and it leaks.
- Buy the commodity. Build the moat.
- The field team is the primary user. The dashboard is a consequence.
- If it takes more than three taps, it will not happen.
- Ship honestly: uncomfortable truths first, vanity metrics last.
Where revenue leaks — the same five places
Revenue leaks in the same five places, every time. Here they are, and what each one costs when it's missing.
- Survey
- No one walked the operation before building on top of it, so the plan solves problems that aren't the real ones.
- Phasing
- Work that should run in sequence runs in parallel instead; steps collide, rework piles up, and the time disappears where no one is looking.
- Commissioning
- Nothing gets tested against reality before it goes live, so the customer finds the faults instead of you.
- Control room
- No single screen shows the live state, so the business runs on meetings and memory instead of instruments.
- Honest numbers
- The dashboard flatters instead of informs, and every decision downstream rests on figures no one actually trusts.
Why construction
I trained as a construction manager before I wrote production software. It is the most ruthless teacher I know of about what it takes to ship something real. Concrete either sets or it does not. The five phases — survey, blueprint, build, commission, operate — are a better project-management framework than anything I have seen in tech. I apply them unchanged to every system I build.
For the narrative version, the origin story lives on the story page. For what we have shipped, see the ventures. For how I think, the insights are honest — closer to field notes than thought leadership.
I am also co-founder and CTO of Lucen AI, which builds automation for real-estate and hospitality operators.
I also build and sell the Diaz Editor through Diaz Atlas, CAD software for installers and small trades: one drawing for every discipline, on your own machine.