What we believe
Most operations don't have a tool problem.
They have a system problem. Software gets bought, half-integrated, half-trusted — and the team keeps holding it together by hand. Our job is to end that.
Bought is not the same as used.
Tools don't run businesses. Systems do.
AI is leverage — only when it's actually wired in.
We're not a product you buy. We're the operator you hire.
Symptoms
If you hear yourself in any of these, we should talk.
We bought the AI tool months ago and it's still not really rolled out.
Half the team's week disappears into manual reporting and data entry.
Our tools don't talk to each other, so people fill the gaps by hand.
I can feel the cracks in ops, but I can't put a number on them.
Every client onboarding feels like starting from scratch.
Automations break and we only notice when a client complains.
Whether you can name the problem or just feel it — that's where we come in.
What we do
What we actually ship.
We don't sell strategy decks. We ship working systems.
- 01
AI integration
AI agents, models and APIs wired into your real stack — CRM, calendar, telephony, knowledge base. Not demos. Production.
e.g. voice agents that book, qualify and update the CRM in one call.
- 02
Automation pipelines
Manual handoffs replaced with reliable workflows that don't quietly break in the background.
e.g. lead-to-CRM-to-Slack-to-calendar pipelines with monitoring built in.
- 03
Dashboards & monitoring
Visibility into what is actually happening in ops — not vanity charts, the numbers you act on.
e.g. Metabase setups, internal tools, alerting on the workflows that matter.
- 04
Implementation & rollout
Taking a tool from 'bought' to 'in the daily workflow' — including the change-management nobody else wants to do.
e.g. finally turning that paid AI seat into something your team uses every day.
- 05
Operational design
Workflows, ownership models, accountability — the boring scaffolding that keeps the smart stuff running.
e.g. redesigning who owns what across support, ops and delivery.
How to engage
Three ways to bring us in.
Pick what fits where you are. We'll shape the rest of the engagement around it.
Advisory sprint
Best when you sense something's off but can't name it.
We map what's broken, what's worth fixing, and what to do first. You leave with a concrete plan and an honest read.
Project-based
Best when you know what needs to happen.
A specific integration, a new automation, a system rebuild. Scoped upfront, shipped to production, handed over cleanly.
Embedded operator
Best when you need consistent execution without adding headcount.
We join the team across multiple workstreams. Same Slack, same standups, contractor terms. Pause anytime.
Selected work
Systems we've shipped.
Three projects, fully in production.
Manual phone handling for FAQs, bookings and lead qualification — slow, inconsistent, and the data never made it cleanly into the CRM.
- Designed call flows for FAQ, booking, pricing and qualification
- Connected calendar, CRM and pricing APIs with structured extraction
- Built decision logic for routing and escalations
- Configured per-use-case behavior across the full call lifecycle
- 70% of routine calls handled without a human
- Qualified leads to sales in minutes, not hours
- Bookings synced to the calendar automatically
- 24/7 availability without additional headcount
Who you'll work with
Itmam Al Rasyid
Founder & Operator, R52 Labs
I'm Itmam — founder and operator at R52 Labs. When you work with R52 Labs, you work with me directly, from the first call to handover.
My background is in operations and technical delivery. Most recently in SaaS, building and integrating AI voice agents, connecting them to CRMs and APIs, and designing the operational systems around them. Before that, several years running operations at a travel marketplace working across multiple countries, including a full restructure of how the team was organized.
How I work, briefly: I'll tell you upfront what's possible, what isn't, and what's possible but not worth doing. You'll know that before we start, not after.
Remote across Europe. I work in English, German, Swiss German, or Indonesian, depending on what makes the conversation easier.