From the right AI idea to a working release.
Frank leads the strategy and implementation. F2 can also improve the website, campaigns, and tracking around the work when those are part of the problem.
AI development & integration
Custom AI features, assistants, automations, and knowledge tools connected to the software and data your team already uses.
AI consulting & strategy
A practical assessment of the opportunity, data, risk, cost, and expected return before you commit to a build.
Web & software development
High-performing websites, custom applications, MVPs, APIs, and ongoing product development.
Google Ads & measurement
Campaign management, landing pages, GA4, GTM, conversion tracking, and reporting grounded in business outcomes.
Trusted through launches, growth, and long-term product work
Frank Sandoval · Founder
Builder, operator, and your point of contact.
Frank leads the strategy, stays close to implementation, and explains the tradeoffs along the way.
“The person in the strategy call is the person doing the work.”
Since 2005
Building software and operating real businesses.
Strategy and implementation stay in the same hands.
F2 is founder-led and intentionally small. You work directly with Frank, a hands-on builder and operator who can help decide what to build, explain the tradeoffs, and take responsibility for making it work.
Decide what is worth doing
Map the workflow, inspect the data, and compare the expected value with the cost and risk.
Build the useful version
Ship in focused releases with weekly demos and the people who will use it involved early.
Improve it in real use
Measure adoption, time saved, conversion, cost, or another agreed result, then tune from there.
Built for real businesses, then improved over time.
The work spans platforms, websites, content, search, integrations, analytics, and ongoing product decisions.
Long relationships are the best proof.
Clients stay because the advice is direct, the work ships, and there is someone accountable when priorities change.
“Frank has gotten me to the top of the heap in Google Local for my keywords in a competitive market. … Frank has had my back for 10 years now and I have no desire to work with anyone else.”
Carey O'Rielly, DDS
Long-term search and web client
“Frank has always thought outside the box on ways to innovate across platforms to maximize customer engagement. … A developer that effectively communicates is so important to us.”
Robert Reynolds
VP, Technology & Business Development, Glutto
“I have worked with Frank and his team for almost two years now. It is unbelievable the things they can accomplish for me. Even when I approach ideas cautiously, Frank has the mindset that anything can be done.”
Courtney S.
Ecommerce founder