Petr Ogurčák
Websites, e-shops, ERP and mobile apps, from UX to accounting integration.
I co-own Etapa, a bistro in Prague's Karlín district, and over the past year I've launched five systems for it and for Flatwhite, which sells and services coffee machines. All of them are running today. You talk directly to the person who designs, builds and tests them. You get a clickable prototype at a fixed price within a week of our call.
The code is yours from day one.
Flatwhite ERP. The office uploads a PDF, AI extracts the lines and creates the goods receipt.
Flatwhite ERP. The warehouse worker snaps the shelf QR code and the box barcode, and the machine moves to its new location.
Menu Editor. AI reads a menu from a PDF or a photo and keeps the design of the PDF.
Flatwhite sells and services La Marzocco coffee machines, looks after more than 350 venues and keeps 5,000 parts in stock. Together with their team I built an internal information system and an e-shop and consulted on strategy. The e-shop, the warehouse, field technicians and accounting now work as one connected whole. We built the entire system with the Flatwhite team in 4 months.
They choose the colour and equipment and pay. The order lands in the ERP by itself, nobody retypes it.
The office uploads a PDF. AI extracts the lines, matches them to the catalogue and creates the goods receipt. The matching learns over time.
The warehouse worker snaps the shelf QR code with a phone, then the box barcodes. Each photo moves one item. A scan during packing assigns the serial number.
They hand the machine over on site: pick the serial number and confirm the handover. The office sees the completed order right away.
A finished order becomes a draft invoice. One click issues it in FlexiBee.
They were born at Etapa bistro because hospitality lacked them. Menu Editor and ShiftStreak are now used by other businesses too. You will find them all at gastronomy.tools.
From a PDF or a photo AI pulls out items, prices and allergens. From a PDF it keeps the original design.
Print and web One editor for a print-ready PDF and a web menu with a QR code for the table.
21 languages It translates the menu for international guests.
30+ countries Over 670 restaurants and cafés have signed up.
The problem Staff guess their hours at the end of the month. Then come the arguments about pay.
A game instead of time clocks Streaks, badges and leaderboards motivate people to log a shift right away. No hardware.
The result 90% of shifts logged the same day, compared with just 30% on paper.
Three platforms iOS, Android and web, in Czech, English and Ukrainian.
Contracts online Employment contracts and Czech part-time agreements (DPP, DPČ) are generated and the employee signs them on a phone.
No emails for the accountant They get the paperwork automatically.
Employee portal Contracts and payslips in one place.
Connected Linked with ShiftStreak and Tipout.
Scroll through the preview, click to open the live site.
66 coffee machines with filters by type of venue, colour variants, prices with and without VAT, and B2B registration with payment by invoice. Orders flow straight into the ERP. Built on Sellastica, a platform I co-develop.
Enquiries answered with a quote within 24 hours, an events calendar and ticket sales.
Annual revenue, CZK million
in 4 years, 2011–2015
Starting in 2011, I designed the e-shop and ran its marketing, with Gabriela Ogurčáková on design. We measured every change: PPC, remarketing, segmented email, A/B tests, even eye tracking. It taught me that software has to sell, not just work.
No training sessions, no presentations. I walk through your operations with you, pick the process that costs the most manual work and deploy it into the systems you already have. The result is a running process.
The office retyped invoice lines into the warehouse by hand.
They upload a PDF, AI extracts the lines and matches them to the catalogue. A person just checks the goods receipt.
No lock-in. The code is in your account from day one, with tests and documentation. Any developer can take over, even without me.
I design for the people who will use it. The warehouse worker moves an item with one photo of a barcode, the waiter logs a shift with one tap, the office just checks the invoice. I've been doing UX since 2011, including eye-tracking tests.
After launch, I look after the system. I keep an eye on it, fix it and keep developing it as the business needs.
Websites and e-shops include UX, SEO and visibility in AI search engines (GEO). See how ChatGPT reads this website
After a twenty-minute call, you get a clickable design of your system within a week at a fixed price. You see it before you decide on the whole project.
I'll give you a price after a twenty-minute call, once I know what you need. The prototype has a fixed price; for the rest you pay by milestone, for delivered parts.
The code is in your account from day one, with tests and documentation. Any developer can take over.
Yes. Flatwhite is a service and sales company for coffee machines. In hospitality, I tested the tools on my own business.
Yes, from a website for a single venue to an ERP for an entire company.
AI speeds up my work. I do the design, review and testing myself and I'm responsible for them. Every system has automated tests; ShiftStreak has 535.
A prototype within a week. The ERP and e-shop for Flatwhite took 4 months.
I do. From the screens and how people work with them down to the database.
All my life I've been building things: teams, businesses and software. I know how business works because I run one myself. Not from PowerPoint, but from the kitchen.
Top-level ball hockey. 5× Czech champion. I coached the Czech junior team that won the 2018 World Championship in Canada, the first title in 16 years.
sam73. E-shop grown from 1 to 105 million crowns in annual revenue, ShopRoku 2015 winner.
Websites and e-shops. More than 20 delivered projects and the Sellastica platform.
pgfoodies.com. Food Blog of the Year 2019.
Etapa bistro in Karlín. Co-owner. This is where my hospitality tools were born.
AI in operations. Menu Editor, ShiftStreak, Crewboard and the ERP for Flatwhite.
I live in Prague, have two daughters and spend most of my time with them. That's why I build systems that run without me.