AI venture studio · Three Focus bets. Measured learning. Agents only where the workflow is proven.
CEO
Chief Executive Officer
Sets direction; Company OS turns evidence into the next decision.
AI AGENT TEAM
CISO
Chief Information Security Officer
Owns platform security. Monitors fail2ban, UFW, and access posture.
CFO
Chief Financial Officer
Sales Agent
Lead Intelligence & Outreach
Surfaces signals for human-approved outreach — never autonomous send.
CTO
Chief Technology Officer
Owns technical roadmap, architecture, and delivery systems.
CMO
Chief Marketing Officer
Owns distribution experiments, Field Notes cadence, and publish gates.
Live projects
Focus projects run measured growth experiments. Monitor projects stay visible. Publishing and outreach always need a human gate.
Family
Personal leave plan for Swedish parents
A clear parental-leave plan that makes days, pay and trade-offs visible before the family decides. Organic Swedish SEO/AEO is the acquisition path.
Proof signal
Complete plan
Sports
Sweden Club Pack / league intelligence
Making Hockey Data Human. Proactive league intelligence for SHL/HA leaders — evidence-backed analyses before another dashboard is enough.
Offer
Club Pack beta
Enterprise AI
Distributed agent infrastructure
Infrastructure layer that enables AI agents to operate inside enterprise systems—securely, locally, and at scale. On-prem, edge, and hybrid deployment.
Deployment model
Edge + on-prem
Studio
Studio Field Notes & distribution hub
Evidence-based Field Notes from an AI-native venture studio — decisions, cost, outcomes and playbooks. Human gates on publish and outreach.
CTA
Subscribe
Marketing
Hyperlocal GTM loops
Physical mail plus referral mechanics that trigger when neighbors buy, spinning up viral loops for brick-and-mortar brands.
Networks created
15
Logistics AI
Print routing from webhook to doorstep
Two-sided print routing platform. Retailers send orders via webhook – providers accept, produce, and ship with full tracking synced back automatically.
Print connections
2
Sports
Modern hockey analytics consulting
Modern data stack + flexible engagement model delivering on-demand hockey analytics squads for teams that want measurable tactical advantages without full-time hires.
Mode
Monitor
Data Infrastructure
Validated training data with audit trail
Training data you can trust — with proof. Multi-annotator validation, confidence scoring, and full EU AI Act documentation delivered within 72 hours.
Label accuracy
92%+
Retail Tech
Clean price tags. Done in 5 minutes.
No printer. No stress. Pick a design, enter your price — get professional price tags delivered straight to your store in five minutes.
Orders
500+
Portfolio
Data engineering & full-stack development
Data Engineer in Stockholm. Modern data stack, Python automation, and scalable web solutions. n8n, Streamlit, Databricks, data chat agents.
Experience
10+ years
Automation
Card-first automation studio for small teams
Describe your workflow, get a clear estimate, and receive a production-ready automation with AI handover docs so your team can run and evolve it in-house.
Status
Live now
Service AI
Nordic service platform for outdoor product support
Nordic service platform for robot lawn mowers and battery-powered outdoor products. Built for booking, repair tracking, and zone-by-zone expansion.
Status
Coming
Family
Nesting checklists for new parents
Companion Family concept. Measured, but not in the daily Focus growth queue until it earns its own validation contract.
Mode
Monitor
The thesis
An AI-native venture studio where decisions, experiments and outcomes compound in Company OS — agents execute proven workflows under human approval gates.
Evidence before automation
Signal → decision → work → outcome → human correction. Agents join only after the workflow is stable enough to evaluate.
Three Focus bets at a time
THA, TUR Field Notes and Föräldraledighetsplaneraren run measured experiments. Everything else is Monitor or Parked.
Organic visibility in the AI era
Canonical claim pages, answer-engine FAQ, Field Notes and product tools — not autonomous blog spray across every domain.
Daily pipeline
Ingest signals, draft under MethodPolicy, approve on phone, publish only with a gate. Self-hosted jobs still power research and IndexNow where useful.
PostHog Focus funnels, Raindrop/Gmail learning labels and Tech Pulse digest surface at most three mobile decisions.
PostHog · Company OS · Resend
Each Focus project keeps one active validation contract. Distribution packs stay bounded to one claim surface + one redistribution asset.
Validation contracts · Field Notes
Marketing and development drafts run free-first models under spend gates. Deterministic policy still owns approvals and budgets.
OpenRouter · Inngest · MethodPolicy
Linear Mobile / operator approvals. No autonomous outreach, publish or production deploy from an agent.
Approve · Defer · Reject
Approved drafts can commit, deploy and IndexNow after Level 2/3 policy. Outcomes return to Growth Memory.
GitHub · Vercel/Netlify · IndexNow
Stack
Every OS phase has named tools so partners can see exactly how we sense, compose, deploy, and audit autonomous ventures.
Everything runs on one Hetzner VPS managed by Coolify. No managed databases, no SaaS overhead.
Coolify
Self-hosted PaaS that manages all containers, env vars, and deploys on the Hetzner VPS.
Hetzner
CX32 VPS in Frankfurt. ~150 kr/month. Runs everything — n8n, LiteLLM, Minio, Umami, OpenClaw, Qdrant.
Minio
S3-compatible object storage for draft files, keyword JSONs, and performance insight data.
n8n runs 23 active workflows. Every schedule, API call, conditional branch, and Telegram notification.
n8n
Self-hosted workflow engine. Handles keyword research, content generation, publishing, analytics, and error monitoring.
Telegram
All notifications and approvals arrive here. Inline buttons for approving EIK articles without opening a browser.
OpenClaw
Webhook publish server. Receives article payloads and commits markdown to GitHub — one HTTP call per publish.
Paperclip
AI agent platform. CEO agent runs weekly strategy heartbeat. CFO agent reads Umami + LiteLLM spend data and flags cost anomalies.
LiteLLM proxies all model calls. Gemini 2.5 Flash runs article generation for 6 sites. Groq handles keyword scoring. Costs tracked per site.
LiteLLM
Self-hosted LLM gateway. Routes to Groq, Gemini, or other providers. Tracks spend. Single endpoint for all models.
Groq
Fast inference for keyword scoring and EIK article generation. Llama models. Free tier covers daily usage.
Gemini
Gemini 2.5 Flash is the primary article generator for 6 sites — TUR, TAN, TAF, TPR, THA, THB. Large context window, routed via LiteLLM.
Qdrant
Self-hosted vector DB for semantic search and RAG experiments on article archives.
Umami tracks traffic across all 8 sites. Daily Telegram reports with week-over-week comparisons.
Umami
Privacy-first analytics. Self-hosted. Daily automated reports sent to Telegram with pageviews, referrers, and top articles.
IndexNow
Instant URL submission to Google and Bing after every article publish. No waiting for crawlers.
Listmonk
Self-hosted newsletter platform. Subscriber list synced with Resend for transactional delivery.
Numbers
Rough monthly cost to run Focus distribution, self-hosted jobs and the Studio site — not a claim of zero-headcount autonomy.
“Self-hosted jobs still run on one Hetzner VPS where they beat managed SaaS on cost. Company OS stays on Vercel + Supabase.”
“Model spend is gated by MethodPolicy and free-first routing. Drafts are cheap; publish still needs approval.”
“Focus domains first: theunnamedroads.com, thehockeyanalytics.com, tur-parentalleave — Monitor sites stay live but outside daily growth ranking.”
What this is
An AI venture studio — one founder, 10+ live projects, self-hosted AI infrastructure.
The Unnamed Roads is an AI venture studio — one person, 10+ live projects, and an AI agent pipeline that handles everything from keyword research to publishing.
The entire stack is self-hosted on a single Hetzner VPS managed by Coolify. n8n orchestrates ~23 workflows. LiteLLM routes LLM calls to Groq and Gemini. OpenClaw commits markdown to GitHub. Netlify and Vercel deploy. Total cost: ~400 kr/month.
This site is where I write about what I'm building, what breaks, and what it actually costs to run AI infrastructure at this scale. No fluff. Just systems.
Fully self-hosted
Coolify + Hetzner replaces 2 300+ kr/month in managed SaaS. One VPS runs everything.
Autonomous publishing
Content research, generation, and publishing run on cron schedules without manual steps.
Telegram-first ops
Every workflow completion sends a Telegram message. Approvals use inline buttons. No dashboards needed.
10+
Live projects
400 kr
Monthly infra
23
n8n workflows
Say hello
If you're building something similar — self-hosted AI infra, multi-site content ops, n8n workflows — I'm happy to talk. No sales pitch, just notes from the field.
Also on Bluesky: @theunnamedroads.bsky.social