About Us

A small firm with a documented first step, on purpose.

We are a founder-led, father-and-son practice. Before anyone pitches a model, we dig into the systems, definitions, business rules, and human knowledge that decide whether a use case can even be evaluated honestly.

Discuss your environment Meet the founders

Why we exist

Manufacturing AI projects struggle when they're sold by people who've never been inside the operation.

Money goes into models, platforms, and interfaces while the context underneath stays fragmented: schemas without meaning, reports that don't match, and knowledge stuck in people's heads.

That's why we started this firm. Antonio has spent more than three decades bridging enterprise technology and operations, including ERP, CRM, and Manufacturing Execution Systems (MES) across the United States and Mexico. So we approach those environments the same way he learned to: recover meaning first, then talk about AI.

Context first Systems, definitions, and rules before anyone builds
Founder-led Floor experience paired with how the work feels to clients
Careful claims We won't stretch the marketing ahead of the evidence

The founders

Father and son.
Different decades of the same work.

One of us spent decades inside the systems that run plants.
The other shapes how the practice feels to work with.
Same problem, different entry points.

Antonio Rojas

Co-Founder, Enterprise Applications and Operational Systems

LinkedIn profile

Antonio co-founded Prime to put manufacturing and enterprise systems judgment ahead of ungrounded AI claims. For over three decades he has architected, developed, and deployed complex ERP, CRM, and Manufacturing Execution Systems (MES) across the United States and Mexico. His platform background includes SAP, Oracle, Infor (Mapics), Salesforce, and MES environments.

At Prime he leads operational discovery, business-logic documentation, technical review, and delivery standards. He routinely works across both sides of that gap: sitting with a database administrator and a process engineer in the same room and translating between them.

Antonio’s current and former employer experience is presented solely as professional background. Prime does not claim endorsement by his current or former employers, and does not use confidential employer information, data, systems, or outcomes in its marketing materials.

Fernando Rojas

Co-Founder, Strategy, Service Design, and Client Experience

LinkedIn profile

Fernando co-founded Prime to turn operational findings into a practice clients can inspect and use. He leads strategy, service design, research, and client experience, with a background in enterprise digital platforms and global content systems.

He holds a B.S. in Web Design and Engineering from Santa Clara University and is pursuing a Master of Liberal Arts in Computer Science at Harvard Extension School. At Prime he focuses on discovery materials, requirements, and information structure so teams know what happens next. Technical recommendations are developed with Antonio and stay subject to client review and the written engagement scope.

Fernando’s employer and client experience is presented solely as professional background. Prime does not claim endorsement by current or former employers or clients, and does not use confidential employer information, data, systems, or outcomes in its marketing materials.

How we work together

Different jobs, same accountability.

Operational judgment Antonio brings the systems judgment that comes from years inside manufacturing environments.
Service and experience Fernando structures the service, the research, the communication, and how it feels to work with us.
Documented limits Assumptions, unresolved questions, ownership, and limitations go in writing. If they aren't written, we stop.
Client authority Legal, privacy, security, compliance, data-owner, and executive functions keep the final call. That is a real boundary, not marketing language.

What we stand on

A few things we won't bend on.

Built inside operations, not from a whitepaper

The methods come from long experience inside manufacturing and enterprise applications, under real constraints and real pressure to get definitions right when two reports disagree.

Governed access or no access

We won't recommend connecting AI to unrestricted raw operational tables. Proposed paths run through approved views, client review, and traceable access.

You own what we build for you

Client-specific dictionaries, documentation, views, and related materials are delivered under the ownership and licensing terms in the written agreement. You shouldn't need a platform lock-in to keep using them.

We report what we find

If discovery shows the blocker is process, ownership, or data quality rather than model selection, we say so. Confirmed facts, inferences, and unresolved questions stay labeled separately. That careful labeling is intentional.

A useful conversation can start before a project does.

Tell us which environment you're in and which decision needs clarity. Often one short conversation is enough to see whether a focused engagement makes sense.

Discuss your environment Connect with Fernando on LinkedIn