Marketplace intelligence
Market signals, pricing research, and alerts.
Alerts, Discord tools, APIs, market data, price history, attribute matching, and underpricing research. The point is to keep the evidence honest.
Independent builder's workshop
Find the problem.
Figure out what needs
to happen next.
DoFoundry is Joel Santamaria's place for practical systems, experiments, and work that helps move things forward.
See the workI build things because I get tired of looking for the whole answer.
Sometimes the real work is figuring out whether you're even asking the right question. From there, I like getting specific: what is actually in the way, what can be tested, and what needs to happen next.
Why the name
A foundry is where raw material becomes something useful.
DoFoundry is not about one job title. It is about the habit of making: researching, testing, taking things apart, and putting together a better next version.
It is for the work between an idea and a result: the systems, decisions, operations, and small details that help something get done.
Selected work & current threads
Things worth continuing to dig into.
Creator systems
Trying to make creative work less random.
Short-form content systems, product research, hook testing, UGC-style workflows, keeping assets consistent, and using feedback to improve the next pass.
Web projects
Sites that make the next step easier to find.
Hierarchy, clear calls to action, typography, mobile usability, accessibility, and business-specific design that does not feel copied from a template.
Operator background
The plans are only part of it. Someone still has to make them happen.
I went to school for electrical engineering, then found my way into sales, leadership, coaching, and business operations. Helping run a cell-phone retail operation meant dealing with customers, reviews, employees, inventory, payroll, landlords, store launches, capital allocation, operational problems, and the disruption of COVID.
It taught me that owners are often people who decide to move forward, then work through each problem as it shows up. Over time, I became someone who helps turn plans into work people can actually do.
How I approach work
Useful is a better starting point than impressive.
-
01
Look closer
Get past the first explanation. Find what is real, what is missing, and what is in the way.
-
02
Make the next move clear
Turn a vague project into a practical sequence someone can follow.
-
03
Check the assumption
Experiment, pay attention to feedback, and change course when the evidence says to.
Areas of work
Different materials. Same instinct to understand what is going on.
- Business operations
- Sales & leadership
- Coaching & teaching
- Software & APIs
- Market research
- Automation
- Creative systems
- Experiments
Outside the workbench
Two dogs, a habit of taking things apart, and a soft spot for unnecessary outdoor projects. Sometimes I procrastinate on the grass.
About Joel
Curious enough to keep digging. Practical enough to do something with it.
I like teaching and coaching people toward a goal—whether that is a business problem, a stalled project, or better skill and presence in online gaming.
I do not put my name on something I am not proud of. This is where I keep working on things until they are clearer, more useful, or simply better understood.
Start with the actual question
Have something that needs figuring out?
Contact details have not been provided for this local build.
TODO: Joel — provide preferred DoFoundry contact destination.