AI, automation and software engineering
We build the systems your business runs on.
Automation, AI agents, data pipelines and custom software, engineered around how your team actually works. Monitored in production. Documented. Yours to keep.
The problem
You don’t need more tools. You need the ones you have to work together.
What slows a growing team down
- Copying the same record into three systems
- Follow-ups that depend on someone remembering
- A report rebuilt by hand every Monday
- Answers that live in one person’s inbox
Illustration · sample data
Each of these is a system waiting to be built.
Before we build anything, we watch how the work gets done.
How we work
We start with the process, not the tool.
Automation won’t fix a broken process. It makes the mess move faster. So we map the work first, then build what it actually needs.
Sit with the people who do the work.
What actually happens, where it gets stuck, what repeats and where a person has to stay involved.
MapDesignBuildRunHand overProcess map
- Order email arrives
- Details typed into a sheetRepeats for every order
- Stock checked by handWhere it gets stuck
- Outside the usual terms?A person decides
- Confirmation sent
Order intakeSample data
Illustration · sample data
Clear logic before code.
Which tool owns which record, what triggers what and what happens when something fails.
MapDesignBuildRunHand overLogic sheet
WhenA new email lands in the orders inbox
StepRecordOwned by
1Read the emailEmailInbox
2Match the customerCustomerCRM
3Check and hold stockStockInventory sheet
4Create the orderOrderOrder system
If a step failsRetry up to 3 timesThen alert operationsOrder intakeSample data
Illustration · sample data
The right tool for each part.
n8n, Make or custom code, whichever fits. Rules run before AI, so the predictable parts stay predictable.
MapDesignBuildRunHand overHow an order is checked
1Rules
- Customer matched by email
- Every item in stock
- Delivery address complete
- Not a duplicate order
Only what the rules can’t settle
2AI
“Can half of it ship on Friday?”
Read as a split delivery request
Order intakeSample data
Illustration · sample data
Monitored from the first day.
Every run is logged. What can be retried is retried. When a person needs to look, the system says so.
MapDesignBuildRunHand overRuns
- 09:12Order 2231 createdDone
- 09:26Order 2232 · order system timed outFailed
- 09:28Order 2232 · retry 1 of 3, createdDone
- 09:41Order 2233 createdDone
- 10:05No inventory update since 08:00Needs a look
3 orders · 1 retry · 1 alert
Order intakeSample data
Illustration · sample data
Yours to run, change or take elsewhere.
Documentation, access and a walkthrough. Nothing depends on us to keep working.
MapDesignBuildRunHand overHanded overHandover
- Architecture overview
- Runbook
- Access list
- Walkthrough
Order intakeSample data
Illustration · sample data
Human checkpoints
You decide where a person stays in the loop.
Some steps should run on their own. Some should wait for a yes. We build both, and you can move the line later.
Nothing leaves without a yes.
The reply is drafted and held. Someone approves it, edits it or skips it, and the run carries on from there.
Good for client replies, refunds and anything you’d want to read first.
Routine work goes straight through.
The reply goes out as soon as it’s ready, and every send is logged. The rules you set hold anything unusual for a person.
Good for confirmations, internal updates and steps that are the same every time.
Illustration · sample data
What we build
Five kinds of system. One standard of engineering.
Most work touches more than one. All of it is monitored, documented and handed over.
Workflow & operations automation
The handoffs between people, tools and approvals, run end to end.
- Approvals and handoffs that route themselves
- Document and email intake into structured records
- Integrations between the tools you already pay for
Illustration · sample data
Revenue & marketing operations
Leads found, enriched, routed and followed up, with the CRM kept true.
- Lead capture and enrichment from forms, lists and inboxes
- CRM pipelines, stages and records that stay accurate
- Follow-up and outreach sequences with a person in the loop
Illustration · sample data
Browser automation & data engineering
Data from the places that have no API, cleaned and delivered where you need it.
- Scheduled collection from websites, portals and marketplaces
- ETL into your database, warehouse or spreadsheet
- Validation that stops a bad run from overwriting good data
Illustration · sample data
Custom AI agents & internal tools
Assistants and tools that know your business and stay inside its rules.
- Chat assistants grounded in your own documents
- Dashboards and admin tools your team actually uses
- AI steps that wait for a person before anything leaves
Illustration · sample data
Custom software & iOS apps
When the right tool doesn’t exist, we write it.
- Web platforms and customer portals
- SaaS products, from first version to production
- Native iOS apps in Swift and SwiftUI
Illustration · sample data
Our product
WTB Radar
The WTB assistant for watch dealers.
Dealers trade in WhatsApp groups where a real buyer’s request scrolls past in a minute. WTB Radar reads the groups a dealer turns on, checks each request against the dealer’s own stock and opens a one-to-one conversation with the person who posted.
The real WTB Radar app · sample data · Tue 13 Oct 2026
WhatsApp is a trademark of WhatsApp LLC. WTB Radar is an independent product of PlugWheel LLC and is not affiliated with, endorsed by, or sponsored by WhatsApp LLC or Meta Platforms, Inc.
Rolex, Patek Philippe, Audemars Piguet, Vacheron Constantin, Richard Mille and all model names and reference numbers are trademarks of their respective owners. They appear here only to illustrate the requests WTB Radar reads. WTB Radar is not affiliated with or endorsed by any watch brand.
Rules before AI
A plain rule check skips sellers and noise before any model sees a message. The predictable part stays predictable.
Your OK, if you want it
One switch decides whether replies go out on their own or wait in a queue for the dealer to approve.
It shows its work
Every message it sends carries the reason it matched: what was asked for, and what was offered.
Client work
Heart Capital Inc. One platform, five front doors
A recruitment firm ran its website, applications, courses, interviews and client billing as separate properties. We rebuilt them as one system.
Live screens of the platform, captured 28 Oct 2026. Candidate names in Odoo are replaced and blurred.
Scope
- 5 web addresses served by one Next.js platform
- 3 custom Odoo 18 modules, with unit tests
- 8 steps in the application flow
- 2 languages, English and Spanish
In their words
Quoted as written.
Excerpts from recommendations on LinkedIn, never reworded. Each one links to the full text.
From a client
We came to Plugwheel with a broad scope and a lot of moving parts. Fahim quickly understood how our recruitment and talent advisory business works, and he translated that into practical technical decisions. He didn't just follow a brief.
A recommendation of Fahim Ahmed, our founder, from a teammate.
He is great at taking an idea, understanding what we are actually trying to accomplish, and turning it into something that works.
The studio
Engineers, not account managers. You talk to the people who build.
Nobody sits between you and the work. The person on your first call maps the process, leads the build and is the one you talk to when you need it changed.
Leadership
Fahim Ahmed
Founder & CEO
Zubayer Hossain Uday
COO & automation engineer
Start here
Tell us what slows the business down.
Walk us through how the work gets done today. If we can help, we’ll say how. If we can’t, we’ll say that too.
Free discovery call · 30 minutes · Google Meet