About us
A mother, a son, and one very stubborn spreadsheet
CesarFeed is made by On Initiative LLC, founded in Miami in 2020 with a shop of our own at oninitiative.com. Getting that catalog onto Google, Meta and Pinterest meant the same export, the same spreadsheet and the same rejected items, every week.
The spreadsheet won for longer than we would like to admit. Then we wrote the tool that beat it, and other shops asked for a copy. That is the whole origin: two PhDs in Technical Sciences who got tired of the same Tuesday afternoon.
- Founded
- 2020
- Company
- On Initiative LLC
- Based in
- Miami, Florida
- Team
- Two founders
Our mission
Put the catalog back in your hands
Most feed tools ask you to upload your store keys to their cloud and then charge by the SKU. We build the opposite: software that runs on your own device, encrypts your credentials locally, and does not care how many products you sell.
Our vision
A small shop should sell everywhere a large one does
Google, Meta and Pinterest all want the same catalog in slightly different shapes. That should be one afternoon of setup and then silence, not a monthly chore only a big team can afford.
Who builds it
The two of us
Ana M. García Pérez, PhD
Co-founder, process and method
Twenty years in education and ten more turning undefined business processes into systems that can be measured and audited. Ana is the author of the Finlaz Method, the cyclic framework the CesarFeed workflow is built on.
- PhD, Technical Sciences
- ISO 9001 and CMMI certification support
- Author of the Finlaz Method
José Lugo, PhD
Co-founder, engineering
José builds the platforms behind CesarFeed, OnInitiative.com and Finlaz.com. He wrote the desktop and mobile apps that keep your store credentials encrypted on your own device instead of on someone else’s server.
- PhD, Technical Sciences
- C#, .NET, SQL Server, PostgreSQL
- Apps for Windows, Apple and Android
Start with the app, not a sales call
Install it, connect one store, and see your first feed before you decide anything.