AI automation & app development

Add 20+ hours to your team’s week.

AI agents and automation for growing B2B teams. We build the tools, connect the systems and help your people put AI to work.

300+ automations built 27 apps shipped +75% FTE capacity gained
  • Claude Code
  • Codex
  • Cursor
  • Claude
  • OpenAI
  • Gemini
  • n8n
  • Make
  • Zapier
  • Supabase
  • Slack
  • ClickUp
  • Salesforce
  • Zoho
  • SAP
  • Power BI
  • Python

Automations that work across 9,000+ app integrations and 66,000+ triggers and actions.

Services

Everything your team needs
to stop doing repetitive tasks.

Custom apps, automations, AI agents, system integrations and hands-on training, built by one partner from first idea to everyday use.

Custom apps & tools

The tool your team wishes existed.

Client portals, internal apps, dashboards and AI products built with Claude Code, Codex and Cursor. From the first useful version to a tested, maintainable application in your accounts.

Includes:
  • Client portals and internal apps
  • Dashboards and AI products
  • Built on Supabase, TypeScript and Python
  • Tested, maintainable code you own

A shorter path from business need to working software.

Bring an app idea, a workflow bottleneck or a team learning goal.Talk through your next build
The problem

Growth shouldn’t mean more admin.

As teams grow, manual work grows faster. These are the four problems founders and operations leads bring to us most. Hover or tap a card to see what changes.

The problem

Clients wait while you set up.

Every new project starts with an hour of copying briefs, building tasks and chasing owners before any real work begins.

See the fix
The transformation

Projects ready the moment they’re sold.

One form now creates the workspace, tasks, owners and team handoff automatically.

~1 hrsaved on every new project
The problem

Leadership can’t trust the numbers.

Each department keeps its own spreadsheet, so weekly reviews start with an argument about whose figures are right.

See the fix
The transformation

One source of truth for every decision.

Finance, delivery and capacity data reconciled into one live leadership view.

5 → 1systems combined into one view
The problem

Requests slip through the cracks.

Handoffs depend on someone remembering every step, so follow-ups stall and opportunities quietly go cold.

See the fix
The transformation

Every request routed, every time.

Triggers assign owners, send reminders and flag anything that gets stuck.

48live workflows running on their own
The problem

Your team keeps rebuilding past work.

Good work is buried across folders and file names, so people start from zero instead of reusing what already works.

See the fix
The transformation

A decade of work, one search away.

AI tagging makes every past asset searchable by idea, not by file name.

129client folders searchable in one box
Case studies

Proof, not promises.

Six systems built for real teams, from a one-form project setup to a five-system leadership view. Pick a project below to see what changed.

All case studies
Client onboarding & automation · In production

One form. A project ready to run.

About an hour of copying, setup and handoffs removed from every new project. The team starts with the same complete structure, every time.

1 hr/ projectof setup saved on every new project (est.)
20 hrs/ weekof team time back at about 20 new projects a week
Read the case study
Actual n8n project-request workflow with service branches for setup, creative, search and landing pages
Actual workflow · n8n

Case studies on this page are selected work from Yash’s career before First Principles. Client names are confidential; screenshots use illustrative data where noted.

Why First Principles

Break complex ideas down to their fundamental truths,
and build solutions from the ground up.

That’s the first principles approach, and it’s how we build every workflow, app and agent for your team.

Yash Soni, founder of First Principles
Yash SoniFounder & engineering partner

“I help growing teams turn operational friction into useful software, and give their people the skills to use it.”

Connect with Yash on LinkedIn

Own your accounts and code

You own the code, accounts and documentation. We work within your access controls and can work under your NDA and security review.

A baseline before the build

We agree a baseline such as time per task, recurring volume, errors or rework, then compare it after launch. Running costs are part of the assessment.

A handover you can use

Documentation and a handover come with every build, and workshops help your team use and maintain the systems themselves.

Certified in
  • n8n
  • Make.com
  • Claude Code
  • Power BI
  • Python
  • ITIL
Process

What working together looks like.

  1. 01

    Map the work

    • Bring the business problem
    • Start with the tools you use
    • Agree a useful first step
  2. 02

    Agree a baseline

    • Time per task and volume
    • Errors or rework
    • Running costs included
  3. 03

    Build in your stack

    • Work directly with the builder
    • Only the access needed
    • Your code, your accounts
  4. 04

    Hand over and improve

    • Documented handover
    • Monitoring and fixes on retainer
    • Workshops for your team
Pricing

Start focused.
Keep getting better.

USD per month. Every retainer includes maintenance of live systems. Tool and API costs are separate.

Starter

$1,150/ month

Keep what’s live running and improving.

  • Monitoring of live automations
  • Maintenance and fixes
  • Small improvements
  • Async support
Discuss Starter

Growth

For ongoing progress
$3,350/ month

A sprint’s worth of app building and automation each month.

  • Roughly one sprint of apps or automation monthly
  • Maintenance of everything live
  • Monthly roadmap review
  • Async support
Discuss Growth

Embedded

$5,450/ month

Dedicated capacity across your workstreams.

  • Everything in Growth
  • Dedicated capacity
  • Multiple workstreams
  • Quarterly team enablement
Discuss Embedded

Need one defined change? Discovery Teardowns and Automation Sprints are scoped and quoted after a call.

Need a focused fix? Ad-hoc work is $52/hour. Scope, capacity and response expectations are agreed before work starts.

What clients say

A better way to work together.

Feedback from founders and teams in the US and Israel.

Finally, someone who understands both the tech AND the business side. Yash didn’t just build workflows, he redesigned how we work.
Paul SinghRidgecrest Solutions · California, USA
FAQ

Before we build together.

Something else on your mind? Send Yash a note.

What can you build for our business?

Custom apps, client portals, internal tools, AI agents and connected workflows. We also integrate ERP and business systems, and run practical AI workshops. Bring the business problem; we’ll work out the simplest useful solution.

Do we need to replace our existing tools?

Usually, no. We start with the tools you already use, then connect or extend them. Custom code and new platforms earn their place only when they solve a real limitation.

How do you measure the return?

We agree a baseline such as time per task, recurring volume, errors or rework, then compare it after launch. Recovered time is capacity; cash savings depend on what your business does with it. Running costs are included in the assessment.

Who owns the code and how is our data handled?

You own the code, accounts and documentation. We work within your access controls, request only the access needed and can work under your NDA and security review.

What happens after launch?

You receive documentation and a handover. Retainers cover monitoring, fixes and ongoing improvements with agreed priorities and capacity. Workshops can help your team learn to use and maintain the systems themselves.

What would you do
with that time back?

Bring an app idea, a workflow or a team learning goal. We’ll map a useful first step together.