AI that works for your business.
Ideas in. Useful things out.
An assistant takes it from here. It says it is one, and a person reads everything.
Four stages. Join wherever you are.
From the first question to the thing that is still useful next year.
The way technical work gets done is changing faster than most businesses can follow.
Software is described, not bought.
A sentence can now become a working tool.
The scarce skill is judgment.
Writing code got cheap. Deciding what to build did not.
Small teams do what took departments.
The gap between a business and its tools has closed.
Careful hands. New tools.
Direction
- AI opportunity audits
- Process mapping
- Tool and vendor selection
- Data and risk review
- Roadmaps in plain language
Build
- Prototypes in days
- Agents and automations
- Systems and integrations
- Websites, portals and shops
- Handover and documentation
Education
- Executive briefings
- Team workshops
- Playbooks and training
- Ongoing advisory
- Care, if you want us to stay
The ordinary work that moves a business, done properly.
We write down what we learn.
Short, plain papers on what is changing and what to do about it.
Understand the work. Then build.
Recent work for CRTD Diamonds, Ol Mates Cafe, Oven Valets and Crazy Nonna.
Owner run businesses, across many industries. See the work
What we do.
Forward deployed embed
Scoped on a callEngineers inside your business, building against the real problem. Read more.
Stores, websites, marketing
Fixed scopeThe ordinary work that moves a business, done properly. Read more.
Implementing AI
Start here if unsureA plain path from idea to live, and a two minute check of how ready you are. Read more.
Idea
A sentence, a sketch, a problem.
Prototype
Something you can touch, in days.
System
Built properly, handed over.
Care
Kept useful, kept current.
Direction
- AI opportunity auditsWhere it helps, and where it does not.
- Process mappingHow the work actually happens today.
- Tool and vendor selectionWithout being sold anything.
- Data and risk reviewWhat you hold, and what it exposes.
- Roadmaps in plain languageWhat to do first, and why.
Build
- Prototypes in daysAn idea you can touch.
- Agents and automationsThe repetitive work, handled.
- Systems and integrationsYour tools, finally talking.
- Websites, portals and shopsThe front door, built properly.
- Handover and documentationYours, and understood.
Education
- Executive briefingsWhat is changing, in 90 minutes.
- Team workshopsHands on, with your own work.
- Playbooks and trainingHow your business uses it daily.
- Ongoing advisoryA person to ask.
- Care, if you want us to stayKept useful, kept current.
A written scope in plain language.
What we will do, what it costs and what done looks like.
Working software in stages you can see.
Nothing disappears for months and returns finished.
Everything, handed over.
Code, data, accounts and the reasoning behind them.
The AI at the helm of your ads.
Kybera watches your ad accounts, answers in plain language and proposes each move. Nothing changes without your yes, until you hand it the wheel.
Ask. It answers. You approve.
Ask which ads are wasting money and it looks across your accounts. It answers in plain words, shows why, and proposes a change. By default nothing happens until a person approves it.
Connect
One placeYour ad accounts in one workspace, so the numbers sit side by side and are read the same way.
Ask
Plain languageTalk to the numbers the way you would to a colleague. It shows where each answer came from.
Approve
A person decidesIt proposes: pause this, move that. Each proposal waits for a person, and you can say not now.
Scale
One brand or thirtyEach brand keeps its own workspace, so an agency can run many without them touching.
Nothing changes without your yes.
Every change starts as a proposal. You see what it would do and why. By default a person approves each one. If you later let it act on small, bounded things, that is your setting, and it is never assumed.
Nothing hidden
You can see itEvery proposal shows its evidence, and every decision on it is kept as a track record.
Your accounts
In your nameYour ad accounts stay in your name. Kybera connects to them. It does not take them over.
We set up the plumbing and the plan.
Then Kybera does the watching, and a person at General Matters reads the numbers with you. Kybera is built by WYP Labs, our partner.
Learn it first.
What can it do?
Briefings, workshops and playbooks for owners and their teams, on what AI changes and what to do about it.
Executive briefing
What is changing, what is noise, and what to do this quarter.
- Length
- 90 minutes
- For
- Owners and leaders
- You leave with
- A short list of decisions
Team workshop
Hands on, using your own work and your own tools.
- Length
- A half day, in person or remote
- For
- The people who do the work
- You leave with
- Skills they use on Monday
Playbook and training
How your business uses AI day to day, written down.
- Length
- A programme over several weeks
- For
- The whole business
- You leave with
- Guides, templates and habits
Aware
Knows what it is, and what it is not.
Able
Can use it on real work, safely.
Confident
Knows when to trust it and when to check.
Leading
Sets the direction for everyone else.
What it can and cannot do
A straight account of the tools, without the sales language.
Choosing without being sold
How to judge a tool, a vendor or a promise.
Giving good instructions
The craft of asking, and checking what comes back.
Where data and privacy bite
What to keep out, what to keep in, and why.
Running it day to day
Owners, checks and habits that keep it useful.
The people who learn this first will set the terms for everyone else.
We write down what we learn.
Short, plain papers on what is changing and what to do about it.
By email
One briefing a month. No noise.
Title
How we work.
Understand the work. Then build.
Conversation
What you need, in your words.
Scope
What is worth doing, and what it costs.
Build
Shipped in stages you can see.
Handover
Code, accounts and documents, all yours.
Care
If you want us to stay.
You own everything.
Code, data, accounts, documentation and the reasoning behind it.
Outcome first.
We agree what done looks like before anything is built.
Honest AI.
Our assistants say they are AI. They never pretend to be a person.
Fixed price project
For work with a clear end.
- How
- One scope, one price, stages you can see
Monthly retainer
For work that does not end.
- How
- A set rhythm of improvement and care
Day rate
For when you need a person, not a project.
- How
- Advice, review and hands when asked
General Matters is a small Sydney company that designs, builds and teaches practical AI for owner run businesses.
We bring in specialists when the work needs them, which keeps the company small and the work senior. Partnered with Decidr, Techne, Brandloop and WYP Labs.
What happens if you get busy?
Everything we build is handed over with its code, accounts and documentation. You are never waiting on us to be able to keep running.
Who owns what we build?
You do. Code, data, accounts and documents transfer to you at handover, in your name.
What happens to my data?
We agree what the work touches before it starts, keep it to what is needed, and write the rules down in the scope.
How long does it take?
A prototype takes days. A properly built system takes weeks, delivered in stages so you see progress throughout.
Software, built where the work happens.
We put engineers inside your business, whatever its size or industry. They learn the work, then build against the real problem, not a brief about it.
Most software is bought, then bent to fit. The best software is built where the work happens.
The consultant
- Advice, then they leave.
- Slides, not software.
- Value lands months later, if ever.
The tool
- Powerful, but not yours.
- Built for everyone, so it fits no one.
- You bend your work around it.
The embedded engineer
- Software built around you.
- A working prototype in days.
- Your rules, your objects, your actions.
Embed
We sit with the people doing the work, in the room, on the calls.
Shadow
We walk the process end to end, from the first request to the last invoice.
Capture
We learn the language, the tools and the rules nobody wrote down.
Build
We write working software while we learn. Engineers, not note takers.
Iterate
You use it, we change it, until it is part of how the work gets done.
Any size. One team at a time.
The approach does not depend on how big you are. We embed with one team or one process, so it works for a small business and for a department of a large one.
Owner run businesses
A lot of manual work and no time to learn the tools. We learn the business and build what it needs.
Growing companies
Processes that worked small and now strain. Systems that let you scale without a layer of admin.
Established operations
Complex workflows, older systems and real consequences. We build alongside your team, inside your rules.
Professional firms
Expertise locked in documents and heads. Tools that make delivery faster and more consistent.
Agencies and studios
Repeatable client work on thin margins. Internal tools that give the hours back.
Large organisations
A department, a pilot or an innovation team that needs proof, not a presentation.
Anywhere work repeats, lives in documents, or depends on someone remembering.
See it first.
We come in, watch the work and leave with a clear picture and a direction.
Prove it.
A working prototype, built against your real process and used by your people.
Ship it.
A system built, handed over and in daily use, with the team trained on it.
Keep building.
An embedded engineer who stays, and keeps building as the work changes.
Starting points, not packages. Most begin with a day or two.
The process, end to end.
Mapped from the real work, not from a diagram someone drew once.
The wedge.
The one place where software would change the most, chosen together.
A prototype direction.
A build aimed at that wedge, scoped and ready to start. Not a document.
Signs it is time
- You bought AI tools and nothing much changed.
- A pilot started well and stalled.
- Leadership wants AI and nobody owns it.
- The work lives in calls, documents and people's heads.
- Your process is too specific for anything off the shelf.
- You need proof before a bigger decision.
Probably not the move
- You want a slide deck and a recommendation.
- An off the shelf tool already does the job. Buy it.
- No one can give us access to the real work.
- There is no appetite to change how the work is done.
What is a forward deployed engineer?
An engineer who works inside the client's business, learns the domain first hand, and builds software against the real problem. The approach comes from enterprise software. We apply it at every size.
Does it only suit small businesses?
No. We embed with one team or one process at a time, so the same approach works for an owner run business and for a department of a large organisation.
Do we need our own technical team?
No. We bring the engineering. If you have technical people, we work alongside them and hand over to them.
What if our data is a mess?
Everyone's is. Capturing and tidying the right slice of it is part of the first build, not a precondition.
How is this different from a consultant?
A consultant advises and leaves. We leave working software, with the code, accounts and documentation in your name.
What do you need from us?
Access to the people and the work, and someone with the authority to decide. We sign whatever confidentiality you need first.
What does it cost?
The first step is scoped on a short call. What follows is agreed in writing before it starts.
Plenty of the work that moves a business is ordinary work, done properly.
Stores, websites and ads. Fixed scope, a handover, and accounts in your name. We do it ourselves, or with the specialists we trust.
Stores, done properly.
Most stores are built fast and not built well. The wrong apps, tangled collections, a checkout that leaks customers.
New store build
From 4 weeksA custom theme, a sound product structure, the right apps, and a store that is fast, trackable and handed over.
Audit and optimisation
1 to 3 weeksConversion, speed, apps and checkout reviewed, with the fixes made and a plain action plan.
Integrations
Scoped per projectYour store connected to the systems you already run.
A website you can actually run.
Clear, quick, and easy to change without calling us.
New website
Scoped per projectDesign, copy support and build. Mobile first, fast, accessible, and ready for search.
Rebuild or refresh
Scoped per projectThe same content, made faster and clearer, without losing what already ranks.
Handover
Always includedHosting, domains and code in your name, with a short training so your team can edit it.
Ads and visibility.
We set up the plumbing and the plan. Then Kybera does the watching.
Ad accounts, set up and steered
MonthlyYour ad accounts, tracked properly, with a plan and a person who reads the numbers.
Ready for AI search
30 daysWe fix the structure, schema and content that assistants and search engines read, measure where you stand, and check again. We cannot promise to be cited. We show you what changed.
Kybera. The AI at the helm of your ads.
From the Greek word for the helmsman, the one who steers. Built by WYP Labs, our partner.
- ConnectAll your ad accounts, in one place.
- AskTalk to the numbers in plain language.
- ApproveIt proposes. A person decides. Nothing changes behind your back.
- ScaleOne brand or thirty, in one workspace.
Illustrative. Every change waits for a person. Autopilot is off unless you turn it on.
Fixed scope.
Agreed in writing, with a date and a price.
Yours to keep.
Accounts, domains and code in your name from day one.
Looked after.
A retainer if you want one, and nothing locked in if you do not.
From curious to running.
Most businesses can access AI. Very few have it running anything. We help you close that distance, in plain language.
The tools are not the hard part. Knowing what to point them at is.
Understand
What it is, and is not.A short briefing for owners and leaders. No hype, no fear.
Map
Where it would help.We trace how the work really happens and rank the opportunities by effort and impact.
Pilot
Prove it small.One process, one owner, a working prototype and a way to see what it did.
Embed
Make it daily.Training, habits and checks, so the team uses it and trusts it.
Own
Run it yourselves.Documentation, accounts and a person to ask, in your name.
Enquiry triage
Sort, answer and route what arrives.
Quotes and proposals
A first draft in minutes, not an evening.
Reporting
The numbers that decide, without the chasing.
Listings and updates
Change once, publish everywhere.
Answers on tap
Your team's knowledge, findable.
Bookings
Fewer gaps, fewer double ups.
How ready is your business?
Ten short questions. You get a score, the area to fix first and a sensible next step. Nothing is sent anywhere.
We need a big strategy first.
Start with one process you can name. The strategy follows from what works.
It will replace my people.
The repetitive part goes. The judgment stays, and so do they.
Our data is too messy.
Everyone's is. Cleaning the right slice is part of the first project.
It is too risky.
Rules, checks and a human in the loop make it safer than the manual way.
Real businesses. Real problems.
A few of the businesses we have worked with, and the kind of problem each one had.
A website that answers the door.
Pick a site, add what you need, and every enquiry reaches the right person. Prices up front. You own everything.
Four steps. You answer, we read, a preview builds, a person replies.
Answer a few questions
Short and plain, one at a time. A person reads everything.
We read what exists
If you have a website, we read the public page and save you typing. You confirm what we found.
A draft builds as you go
Each answer adds a block to the preview. The price only includes what you chose.
A person gets the brief
One clean enquiry with a suggested quote. A reply the same day.
A preview of what you are scoping.
These are screens from the builder. The site it draws is a visual representation of the work, a draft to scope against, not the finished site. The quote only includes what you chose.
Local search pack
A page for each service and suburb you cover. $690.
Your Google profile
Set up, tuned and linked from the site. $290.
Reviews on your site
Your Google reviews, shown and kept current. $390, then $29 a month.
Enquiry routing
The right person gets each enquiry, by text and email. $490, then $19 a month.
The assistant
A short guided conversation that says it is an assistant and hands a clean brief to a person. $990, then $149 a month.
Booking
Let customers pick a time. $390.
ServiceM8 integration
Enquiries, clients and quotes flow into ServiceM8 as jobs, so nothing is typed twice. From $3,900, because every account is set up differently.
Hosting
$29 a monthFast, secure hosting, a security certificate, daily backups and uptime monitoring. For a landing page or a starter site that you will look after yourself.
Care
$89 a monthHosting, backups, monitoring and security updates, plus one small change a month.
Grow
$249 a monthEverything in Care, with a monthly review refresh and search check, two hours of changes and a plain monthly report.
Run
$499 a monthEverything in Grow, with the assistant and enquiry routing included, four hours of changes and priority replies.
Need more than the menu?
Some things do not fit a package: a booking flow built around how you work, a system that reads from your own tools, or something that does not exist yet. We scope it in writing first, at a fixed price, from $10,000. You own what we build.
Begin a conversation.
An assistant takes it from here. It says it is one, and a person reads everything.
Sydney, Australia
Within one business day
Briefings and workshops across Sydney, by appointment
A person reads it.
Everything you tell the assistant, the same day.
We reply within a day.
With questions, or a time to talk.
A short call, then a scope.
Written in plain language, with a price.
That sounds like any other business.
There is nothing at this address. Move the light to find what you were after.