Friday Back
I automate the boring parts of running an agency.
I work with owner-led agencies of three to fifty people, where delivery still runs through the founder’s hands.
01
What actually gets automated
Client reporting
Pulling numbers out of four dashboards at the end of the month, dropping them into the same deck, writing the same three paragraphs of commentary, once for every client. That runs on a schedule instead. You review before it goes out, or it goes out on its own.
New client onboarding
A signed contract should start things moving. Instead someone copies the folder template, sends the kickoff questionnaire, opens the channel, books the recurring call and chases for logins — a little differently every time. The whole sequence can fire off the signature.
Handoffs
Sales to delivery. Strategist to production. Finished work going out for approval. Nobody owns the gap between two people, so the work sits there until somebody remembers it. These are usually the smallest jobs and the first ones you notice.
None of it is clever. It is the work that never quite justifies hiring for, and never quite goes away.
02
How it works
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I watch it happen once
Before anything gets built, I sit with whoever actually does the process and watch them do it. Not a workshop, and not a flowchart drawn from memory. The real thing, including the exceptions. Most of what makes a process expensive is not written down anywhere.
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I build the smallest useful version
One process, working end to end. Not a plan for a system, and not a phase one. Something that runs.
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You own it
It sits in your accounts, on your logins, with your data. Nothing routes through me. If you and I never speak again it keeps working, and I will show you how it is put together and where it is likely to break.
After that, some people want the next process done and some are finished. Both are fine.
03
Who this isn’t for
- If the process doesn’t exist yet. Automation makes a consistent process faster. It makes an inconsistent one fail more often, and more expensively. If every project genuinely runs a different way, the problem is upstream of anything I can fix.
- If you are under about three people. There is not enough repetition yet for this to be worth doing. Keep doing it by hand a while longer.
- If you want software built. I automate processes you already run. I do not build products, apps, or anything you would sell on to your own clients.
- If you need someone to own it permanently. I build things that run without me. If what you actually want is an operations hire, that is the better answer and I will tell you so.
04
Who you’d be working with
I’m Matt Santi. Friday Back is one person. No team behind this page, no account manager, and nobody the work gets handed down to. You would be dealing with me from the first email to the last.
I work with agencies in the US and UK.
If I emailed you, just hit reply. That is the fastest way to reach me.
Otherwise: matt@getfridayback.com