I grew up between two worlds — the Netherlands and a family that taught me another one. My people called me el cazador.The hunter. Patient. Specific about what I'm after. What I've been hunting, for most of a decade now, is the same thing: honest software for operators who are getting underserved by a market that keeps building for the screenshot instead of the shift.
Construction as a teacher
I trained as a construction manager. Construction is the most ruthless discipline I know. You cannot lie to a building. Concrete either sets or it doesn't. Steel either holds or it doesn't. The schedule either ships or everyone goes home unpaid.
What you learn — fast — is that every great build runs on the same five moves: survey, blueprint, build, commission, operate. Skip any one of them and the whole thing leaks. Survey too thin and you'll discover surprises once the cost clock is running. Skip commissioning and the client finds the faults instead of you.
The crossover
At some point it clicked that every business I was touching as a studio client looked exactly like a badly-run construction project. Brilliant operators. Ambitious goals. No site survey. No sequencing. No honest numbers. A vibe for a blueprint.
Most businesses don't have revenue problems. They have blueprint problems.
So I stopped treating my work as "branding" or "marketing" or "dev" and started running it the way a construction manager runs a build. The revenue engine is the building. The five phases are the method. That's Juan Diaz LLC.
What I'm building now
Energy is the first big vertical, because the Dutch grid is about to change — the salderingsregeling ends January 1, 2027, and millions of households will wake up on a different economic model overnight. That's the kind of deadline that lets you make intentional bets. Voltafy, Performance Tracker, Help Mij Besparen, and Salderingsregeling 2027 are each one phase of that larger play.
Real estate, hospitality, logistics — they're next, because the same five-phase method works everywhere there are operators and a P&L. That's the thesis, and I'll defend it with my schedule: the next decade of great software gets built by operators, for operators.I'd rather be one of them than sell to them — and bring a few of you along while I'm at it.
— Juan Stefan Diaz
Sole founder · Juan Diaz LLC