About

Ten years in industry. Twenty in the classroom. Then I started building the things I kept wishing existed.

PotentELL is one person. That is the point of it, and it is worth explaining why before you hire me for anything.

The short version

Same problem, different building

I started in the private sector. For about ten years I helped companies and universities work through environmental regulations: reading rules nobody wanted to read, building the records that proved compliance, and explaining both to people who had an organization to run and no interest in the paperwork.

Then I made a deliberate change and moved into education. I have been there more than twenty years, most of it in classrooms with students still learning English. The job was not really about content. It was about taking something genuinely difficult and making it understandable to someone who had every reason to tune out, using whatever equipment happened to work that morning.

Somewhere in there I noticed how much of my week was not teaching. It was retyping the same information into three systems, building the same report every month, and rewriting the same materials at four reading levels. So I started automating my own job. Scripts first, then proper tools.

Then I built things for the students: vocabulary sets where every word had a picture, pronunciation practice that showed how a sound is physically made, science readers written so the language was not the barrier to the science. Those tools are still on this site, still free, and still used. You can go and click on them right now, which is more than most consultancies can offer.

Small business owners turn out to have the identical problem. Not enough hours, no technical staff, and a stack of software nobody chose deliberately. I recognized it straight away, because it is what my regulatory clients were dealing with thirty years ago and what I dealt with as a teacher. Same job, different building.

Why this matters to you

What a teaching background actually buys you

You will understand what I built. Explaining hard things to unimpressed people was the entire job for thirty years, first to clients and then to students. If I hand you something you cannot operate, I have not finished.

It will work on your actual equipment. Schools have no budget and old hardware. Nothing I built could assume a fast connection or a new machine. That habit did not go anywhere.

I will tell you when the answer is no. Teachers get very good at spotting a shiny tool that solves nothing, because we were sold one every September. Sometimes the honest recommendation is a spreadsheet and a changed process.

What I actually do

  • Ten years in industry on environmental regulations
  • Twenty-plus years teaching, mostly multilingual classrooms
  • Built and shipped the ELL tools on this site
  • Next.js, Firebase, and Google Apps Script
  • AI agents and retrieval over a business's own documents
  • Process mapping before automation

How I work

Five rules I do not bend

Explain it in plain language or do not ship it

Build for the worst device in the room

Leave people able to run it without me

Say when the answer is not software

Fixed price, agreed before anything starts

The name

Why the ELL is capitalised

PotentELL is said like "potential". The ELL in the middle stands for English Language Learner, which is where all of this started and who the original tools were for.

I kept the name when the work expanded into business AI and automation, because the two halves are not separate businesses. The teaching is why the automation work is any good.

Bring me the task you have been putting off.

Half an hour, no charge, and a straight answer about whether AI or automation would help. If it would not, I will say so.