Built by Someone Who Lost Sales Like You
Not an engineer who read about ecommerce. Someone who ran one, closed it, and spent four years watching other store owners lose the same sales — then built the tool that didn’t exist.
Ran an ecommerce 2018–2021 · 30+ businesses consulted · 4 years solving this
As Featured In
Availability Is the Price of Entry
My first business was property management in Panama. Find tenants, handle maintenance, collect rent. Simple on paper.
In practice, prospective tenants called in the evenings and at weekends — whenever they were free to see an apartment. Every missed call was a unit empty for another month. Every unanswered email was a tenant who moved to the next listing.
I learned something I never unlearned: availability isn’t a competitive advantage, it’s the entry requirement. You can have the right product, the right price and real expertise, and still lose the sale because you weren’t there at the moment the customer was ready.
“If you do not respond, you simply do not exist for that customer.”
I Built a Store. Then I Watched It Fail.
Back in Italy I founded EarthMeals — plant-based ready meals, home delivery, organic ingredients. A product I believed in.
The early months were promising. Customers who tried it loved it. Press in Vanity Fair Italia, Wired and Il Corriere. But every new customer cost money to acquire, time to serve and attention to retain, and I was running out of all three.
Then March 2020. Overnight, everything stopped.
I closed EarthMeals in 2021. The pandemic destroyed demand — but the pandemic wasn’t the whole story. Before any of it, every unanswered question was a customer who didn’t buy. Every missed call was a sale that never happened.
“The product was right. The availability was not.”
30+ Businesses. The Same Problem.
After EarthMeals I spent four years consulting businesses across Italy, Spain and the US. Ecommerce stores, service businesses, professional practices. Different sectors, different sizes, different products.
The same problem every time.
Sales lost to unanswered questions at 10pm. Cart abandonment climbing for reasons the owner couldn’t explain — those customers weren’t indecisive, they were waiting for someone to help them choose. Past buyers sitting in a database generating nothing, because nobody had time to reach back out.
Not a bad product. Not the wrong price. Nobody was there.
“They were not indecisive. They were waiting for someone to help them choose.”
Hiring Won't Fix It. Neither Will Automation.
Hiring more people isn’t the answer — EarthMeals taught me that. You can’t afford someone answering calls at midnight, in three languages, every day of the year. The numbers don’t work.
The tools had the opposite problem. They handed you the keys and left. Most owners never got them running. The ones who did watched them break the moment they stopped paying attention.
So while I was still consulting, I spent two years testing every major AI voice platform on real stores with real customers. I found out which ones failed under load, which invented product details, and which needed a full-time engineer to stay alive. Then I built RuleInside’s stack — engineered for WooCommerce, FluentCart and SureCart, with the integrations and safeguards the others were missing.
That is what I built.
The System I Needed in 2018
Every owner I worked with had this problem and most didn’t know it. The unanswered calls, the abandoned carts, the customers who quietly stopped buying — it all looked like normal business friction. It wasn’t. It was recoverable revenue disappearing every day.
I built RuleInside to close that gap: so no store loses a sale because the right person wasn’t available at the right moment.
RuleInside runs your sales and support operations. You run your business.
Your Store Should Not Lose Sales When You Aren't There.
Every store owner I have worked with had the same problem. Most did not know it. The unanswered calls, the abandoned carts, the customers who stopped buying — they looked like normal business friction. They were not. They were sales that could have been saved, disappearing quietly every day.
I built RuleInside to close that gap. To make sure no store loses sales simply because the right person was not available at the right moment.
You have already built something worth buying. I want to make sure your customers can always find someone to help them do it.
Stefano Bertoli
Work With Me Directly
Most AI platforms sell you software and leave. Agencies take your brief and hand it to a junior you’ll never speak to again.
With RuleInside you work with the person who built the system. I lead every deployment personally — your agents, your products, your policies, the way your customers actually speak. My team runs the infrastructure behind it, so nothing depends on one person being awake.
When something needs changing, it changes. When something isn’t performing, we find out why. You’re not a ticket in a queue.
I speak Italian, Spanish and English. Your agents speak 30+.