No forms. Nothing to learn. Just tell your team what you need and they come back with a plan, yours to keep either way. Approve it and they start working.
Right now this costs you a hire or your evenings. Now it costs $99 a month.
127,720 actions logged running our own company on it.
THE REAL PROBLEM
Everything waits on you.
Thursday
It is Thursday again
You meant to get to it Monday. The week went to email, admin, and looking things up. The thing you actually wanted to build has not moved.
Homework
You asked for help and got homework
AI hands you a draft. You still review it, rewrite it, fact-check it, and finish it yourself. That is not help, that is another task.
Evenings
The business stops when you do
No holiday, no sick day, no evening off. Everything sits exactly where you left it, waiting for you in the morning.
What if the work just came back done?
How it works
You never touch the work again.
Describe it in plain English. They build the team, do the work, and keep going until you tell them to stop.
1
Tell your assistant what you need
A conversation, not a form. She learns your business as you talk, then turns what you said into a real plan.
2
Your team starts the moment you approve
The right specialists get pulled in, split the goal into phases, and do the work. You never hire, interview, or onboard anyone.
3
You approve, they keep going
Nothing meaningful ships without your yes. The rest keeps moving while you get on with your day, and it picks up tomorrow without you restarting it.
Ninety-two specialists. No hiring, no managing, no re-explaining your business every morning.
What you get
Click an empty department. It staffs itself.
You at the top, Ava beneath you, ten departments beneath her. Build the ones you need by clicking them. Nothing to install, nothing to configure, nothing to learn.
What they do
92 people you do not have to hire.
Ten departments, staffed and running. You have been doing all of it. You never pick who does what. Describe the job and the right people pick it up.
Sales
Finding leads, chasing them, closing them, and staying close to the ones you already have. Quotes, proposals, and the storefront.
Marketing
Content, social, email, SEO, ads, PR, video, podcasts, and how the whole thing sounds.
Technology
Websites, storefronts, payments, logins, mobile apps, and the testing that proves it works before anyone sees it. Our largest department.
Operations
Projects, purchasing, pricing, process, vendors, and the notes nobody took in that meeting.
Finance & Accounting
Invoicing, expenses, reconciliation, chasing payment, payables, forecasting, and tax.
Executive Office
The work you would hand a chief of staff. Inbox triage, the plain-English answer to how last month went, research, and turning any of it into a document.
Human Resources
Hiring, getting new staff started, payroll, benefits, and writing down how the business actually runs so you can hand it over.
Legal & Compliance
Contracts and their renewal dates, privacy, accessibility, insurance, and reading the terms nobody reads.
Customer Service
Support, triage, scheduling, complaints, and keeping the customers you fought to get.
Product Development
What to build next, what customers keep asking for, and what the market is doing while you are busy.
You have tried AI before. Here is what was missing.
Every reason the last one did not work, and what we did about it.
01
It forgets everything you told it
You explain your business once.
Everything you explain gets written down in plain English, in one place you can read and edit. It also shows you what it knows for certain and what it has picked up but not confirmed, so you can correct it before anyone works from it.
02
It runs up a bill while you are not looking
It cannot spend money you have not put there.
A job that cannot be paid for never starts. You prepay, you set the ceiling, and your balance cannot go below zero. There is no overdraft, so there is no surprise bill to send.
03
It hands you something you still have to check
It gets checked before it reaches you.
Everything gets read back before it reaches you, against three questions. Does it answer what was actually asked, is anything in it made up, does it read like a person wrote it. If it does not pass, it goes back before you ever see it.
04
It does something you did not want
Nothing leaves your account without your yes.
Nothing leaves your account without your approval. No email to anyone but you, no money spent that is not on the account, no commitments made on your behalf, nothing deleted.
05
It has one opinion and it is confident
Twelve advisors, then a recommendation.
Put a real decision in front of twelve advisors and get twelve angles you had not considered, then a clear recommendation. Not one confident answer, and not twelve opinions dumped on you to sort out.
Each seat is an AI advisor built on the established frameworks of its discipline. It does not represent, and is not affiliated with, endorsed by, or sponsored by any real individual.
06
It only works while you are typing
It keeps working after you close the laptop.
Ask for something weekly and it happens weekly, overnight, without you restarting it. If it stops because your budget ran out, it tells you plainly why and what would start it again.
And two things nobody else will do
No markup on AI, ever
You pay exactly what we pay, itemised down to the task. Open the ledger any time and check it.
It does not bill if it does not work.
If something breaks on our side, it does not bill. If we cannot verify a task got done, it shows $0.00 with a plain explanation, never a charge with a warning on it.
FROM THE FOUNDER
I am the first person this has to work for.
I built this because of a nightmare afternoon last year. A customer waiting on a quote, a custom agreement I had not sent, a resolution I had promised. I sat there working out which two to let down.
Everybody who runs something has had that afternoon. Nobody talks about it.
I had already bought four tools to fix it. Every one of them made more money the more I struggled. The harder the week, the bigger the bill. That is the standard business model in the AI industry, and we are not going to run it.
So ESR makes nothing on AI spend. Zero markup. We get paid when you look at the work and decide it was worth keeping. Not before, and not because you used more of it.
We run this entire company on it. You are getting the same team I use.
Frank Scala, Founder
Pricing
You operate it, or we do.
Two ways to run the same team. The only difference is who is driving.
Launch
You operate it
$99/month
You tell your team what needs doing and approve what comes back.
✓92 AI specialists, and counting, plus Ava
✓A 12-seat board of advisors
✓AI at exact cost, nothing added
Put $25 on your balance and we add $25.
One time, and it never expires. Your credit gets used before your own balance does.
ChatGPT gives you a draft. You still have to review it, fix it, and go do the thing. ESR gives you people who take the job, do it, and bring back something finished for your approval. You are not prompting a model, you are directing a team.
An AI team you direct in plain English. Ava is your executive assistant, and behind her are 92 AI specialists, and counting, across ten departments covering sales, marketing, technology, operations, finance, the executive office, human resources, legal, customer service, and product development. You say what you need, they plan it and do it, and you approve what matters.
Your first job runs during onboarding, before you pay anything. Not a demo, a real job using your own business information. Most people have something finished in the first conversation.
$99 a month for Launch, where you run it. Managed starts at $999 a month, where we run it, priced by how many roles we operate. AI is separate on both, passed through at exactly what it costs us.
Because we do not mark it up. If we bundled it into the monthly price we would have to guess high, and you would pay for a guess. Instead you pay $99, and the AI costs what it costs. Every task is itemised.
Put $25 on your balance and we add $25 to it. One time, and it does not expire. Your credit gets spent before your own money does, so you are working off ours first. On Managed, put $250 on your balance and we add $250.
Nothing bad. You prepay a balance and set what you are willing to spend. When your balance is too low to run a task to completion, that task waits and we tell you. Nothing runs up a bill behind your back.
It does not bill. If something breaks on our side, you are not charged. If we cannot verify a task got done, it shows $0.00 with a plain explanation of what was tried and what happens next.
Nothing meaningful goes out without your approval. You see the work before it ships. If you do not like it, it does not go.
It reads back everything against how you write before you ever see it. If it sounds like a machine, it goes back and gets done again. And nothing publishes without your approval, so nothing goes out in a voice you did not sign off on.
Every claim, number and name gets checked against what is actually known about your business before the work reaches you. If something cannot be confirmed, it comes out rather than getting guessed at. That is not a setting you switch on. It runs on everything.
You fix it in one place and it stays fixed. Everything ESR knows about your business sits in Knowledge, in plain English, and it shows you what it knows for certain against what it has picked up but not confirmed. Correct it once and every specialist works from the corrected version.
Depends on the job. Sending email needs your email connected. Posting needs the account. We tell you exactly what a job needs before it starts, and the Connections page inside the product lists everything that works today and what is still coming.
You. Everything ESR knows about your business sits in Knowledge, in plain English, and you can read it, change it, or delete any of it. It is not sold, not shared, and not used to build anything for anyone else.
No. Launch is prepaid and there is no key to bring. On Managed you can use your own key if you already have one, or stay prepaid.
Yes. Your domain, your data, your work. Export any of it at any time.
You keep everything. Take your data, your work, and anything ESR made for you, and go.
A few things, and we would rather tell you than have you find out. Some jobs cannot start until you connect an account. The board of advisors is very good at pressure-testing a decision and is not a substitute for someone who has run your exact business for twenty years. And Managed is not self-serve yet, it is a call, because we will not take $999 a month before we know we can do the job.
Your company won't build itself. Yours can, tonight.
No forms. Nothing to learn. Just tell your team what you need and they come back with a plan, yours to keep either way. Approve it and they start working.
Right now this costs you a hire or your evenings. Now it costs $99 a month.
127,720 actions logged running our own company on it.
Sound familiar
Everything waits on you.
Thursday
It is Thursday again
You meant to get to it Monday. The week went to email, admin, and looking things up. The thing you actually wanted to build has not moved.
Homework
You asked for help and got homework
AI hands you a draft. You still review it, rewrite it, fact-check it, and finish it yourself. That is not help, that is another task.
Evenings
The business stops when you do
No holiday, no sick day, no evening off. Everything sits exactly where you left it, waiting for you in the morning.
What if the work just came back done?
How it works
You never touch the work again.
Describe it in plain English. They build the team, do the work, and keep going until you tell them to stop.
1
Tell your assistant what you need
A conversation, not a form. She learns your business as you talk, then turns what you said into a real plan.
2
Your team starts the moment you approve
The right specialists get pulled in, split the goal into phases, and do the work. You never hire, interview, or onboard anyone.
3
You approve, they keep going
Nothing meaningful ships without your yes. The rest keeps moving while you get on with your day, and it picks up tomorrow without you restarting it.
Ninety-two specialists. No hiring, no managing, no re-explaining your business every morning.
What you get
Click an empty department. It staffs itself.
You at the top, Ava beneath you, ten departments beneath her. Build the ones you need by clicking them. Nothing to install, nothing to configure, nothing to learn.
What they do
92 people you do not have to hire.
Ten departments, staffed and running. You have been doing all of it. You never pick who does what. Describe the job and the right people pick it up.
Sales
Finding leads, chasing them, closing them, and staying close to the ones you already have. Quotes, proposals, and the storefront.
Marketing
Content, social, email, SEO, ads, PR, video, podcasts, and how the whole thing sounds.
Technology
Websites, storefronts, payments, logins, mobile apps, and the testing that proves it works before anyone sees it. Our largest department.
Operations
Projects, purchasing, pricing, process, vendors, and the notes nobody took in that meeting.
Finance & Accounting
Invoicing, expenses, reconciliation, chasing payment, payables, forecasting, and tax.
Executive Office
The work you would hand a chief of staff. Inbox triage, the plain-English answer to how last month went, research, and turning any of it into a document.
Human Resources
Hiring, getting new staff started, payroll, benefits, and writing down how the business actually runs so you can hand it over.
Legal & Compliance
Contracts and their renewal dates, privacy, accessibility, insurance, and reading the terms nobody reads.
Customer Service
Support, triage, scheduling, complaints, and keeping the customers you fought to get.
Product Development
What to build next, what customers keep asking for, and what the market is doing while you are busy.
You have tried AI before. Here is what was missing.
Every reason the last one did not work, and what we did about it.
It forgets everything you told it
You explain your business once.
Everything you explain gets written down in plain English, in one place you can read and edit. It also shows you what it knows for certain and what it has picked up but not confirmed, so you can correct it before anyone works from it.
It runs up a bill while you are not looking
It cannot spend money you have not put there.
A job that cannot be paid for never starts. You prepay, you set the ceiling, and your balance cannot go below zero. There is no overdraft, so there is no surprise bill to send.
It hands you something you still have to check
It gets checked before it reaches you.
Everything gets read back before it reaches you, against three questions. Does it answer what was actually asked, is anything in it made up, does it read like a person wrote it. If it does not pass, it goes back before you ever see it.
It does something you did not want
Nothing leaves your account without your yes.
Nothing leaves your account without your approval. No email to anyone but you, no money spent that is not on the account, no commitments made on your behalf, nothing deleted.
This is what "nothing without your say-so" actually looks like.
Put a real decision in front of twelve advisors and get twelve angles you had not considered, then a clear recommendation. Not one confident answer, and not twelve opinions dumped on you to sort out.
Each seat is an AI advisor built on the established frameworks of its discipline. It does not represent, and is not affiliated with, endorsed by, or sponsored by any real individual.
It only works while you are typing
It keeps working after you close the laptop.
Ask for something weekly and it happens weekly, overnight, without you restarting it. If it stops because your budget ran out, it tells you plainly why and what would start it again.
And two things nobody else will do
No markup on AI, ever
You pay exactly what we pay, itemised down to the task. Open the ledger any time and check it.
It does not bill if it does not work.
If something breaks on our side, it does not bill. If we cannot verify a task got done, it shows $0.00 with a plain explanation, never a charge with a warning on it.
We make nothing when you use more.
I built this because of a nightmare afternoon last year. A customer waiting on a quote, an invoice I had not sent, a resolution I had promised. I sat there working out which two to let down.
Everybody who runs something has had that afternoon. Nobody talks about it.
I had already bought four tools to fix it. Every one of them made more money the more I struggled. The harder the week, the bigger the bill. That is the standard business model in the AI industry, and we are not going to run it.
So ESR makes nothing on AI spend. Zero markup. We get paid when you look at the work and decide it was worth keeping. Not before, and not because you used more of it.
We run this entire company on it. You are getting the same team I use.
Frank Scala, Founder
Pricing
You operate it, or we do.
Two ways to run the same team. The only difference is who is driving.
LaunchYou operate it
$99/month
You tell your team what needs doing and approve what comes back.
✓92 AI specialists, and counting, plus Ava
✓A 12-seat board of advisors
✓AI at exact cost, nothing added
Put $25 on your balance and we add $25.
One time, and it never expires. Your credit gets used before your own balance does.
ChatGPT gives you a draft. You still have to review it, fix it, and go do the thing. ESR gives you people who take the job, do it, and bring back something finished for your approval. You are not prompting a model, you are directing a team.
What is ESR?
An AI team you direct in plain English. Ava is your executive assistant, and behind her are 92 AI specialists, and counting, across ten departments covering sales, marketing, technology, operations, finance, the executive office, human resources, legal, customer service, and product development. You say what you need, they plan it and do it, and you approve what matters.
How long before it is actually useful?
Your first job runs during onboarding, before you pay anything. Not a demo, a real job using your own business information. Most people have something finished in the first conversation.
What does ESR cost?
$99 a month for Launch, where you run it. Managed starts at $999 a month, where we run it, priced by how many roles we operate. AI is separate on both, passed through at exactly what it costs us.
Why is AI compute separate?
Because we do not mark it up. If we bundled it into the monthly price we would have to guess high, and you would pay for a guess. Instead you pay $99, and the AI costs what it costs. Every task is itemised.
What is the $25 credit?
Put $25 on your balance and we add $25 to it. One time, and it does not expire. Your credit gets spent before your own money does, so you are working off ours first. On Managed, put $250 on your balance and we add $250.
What happens if I go over my budget?
Nothing bad. You prepay a balance and set what you are willing to spend. When your balance is too low to run a task to completion, that task waits and we tell you. Nothing runs up a bill behind your back.
What if a task does not work?
It does not bill. If something breaks on our side, you are not charged. If we cannot verify a task got done, it shows $0.00 with a plain explanation of what was tried and what happens next.
What happens if it does something I did not want?
Nothing meaningful goes out without your approval. You see the work before it ships. If you do not like it, it does not go.
Will it sound like me, or like AI?
It reads back everything against how you write before you ever see it. If it sounds like a machine, it goes back and gets done again. And nothing publishes without your approval, so nothing goes out in a voice you did not sign off on.
What if it makes something up?
Every claim, number and name gets checked against what is actually known about your business before the work reaches you. If something cannot be confirmed, it comes out rather than getting guessed at. That is not a setting you switch on. It runs on everything.
What if it gets something about my business wrong?
You fix it in one place and it stays fixed. Everything ESR knows about your business sits in Knowledge, in plain English, and it shows you what it knows for certain against what it has picked up but not confirmed. Correct it once and every specialist works from the corrected version.
What does it need to connect to?
Depends on the job. Sending email needs your email connected. Posting needs the account. We tell you exactly what a job needs before it starts, and the Connections page inside the product lists everything that works today and what is still coming.
Who can see my business information?
You. Everything ESR knows about your business sits in Knowledge, in plain English, and you can read it, change it, or delete any of it. It is not sold, not shared, and not used to build anything for anyone else.
Do I need my own API key?
No. Launch is prepaid and there is no key to bring. On Managed you can use your own key if you already have one, or stay prepaid.
Do I own what it makes?
Yes. Your domain, your data, your work. Export any of it at any time.
What happens if I cancel?
You keep everything. Take your data, your work, and anything ESR made for you, and go.
What does ESR not do well?
A few things, and we would rather tell you than have you find out. Some jobs cannot start until you connect an account. The board of advisors is very good at pressure-testing a decision and is not a substitute for someone who has run your exact business for twenty years. And Managed is not self-serve yet, it is a call, because we will not take $999 a month before we know we can do the job.
Your company won’t build itself. Yours can, tonight.
Ninety-two specialists, $99 a month, and we match your first $25 of AI spend. You approve every move, and the plan is yours either way.
