AI & business productivity
I care about the useful side of AI: saving time, improving processes, making better decisions and avoiding expensive messes.
About Toni
I’m Toni Berraquero. This site is not built to impress you. It is built to help you waste less time, understand what you are doing better and make better decisions.
I have been training since I was 12 and I still do today. Before that I went through karate, full contact and muay thai, and I also worked as a gym instructor. For several years I also worked in private security while studying and training. That teaches you things manuals do not: discipline, stamina, attention, routine and a good tolerance for pressure.
My professional path did not start on the internet either. It started with real work, the kind where things must get done. I spent many years in retail, growing from entry-level work to running a physical store and a small team. After that I moved into online business and built experience in ecommerce, digital marketing, commercial operations, marketplaces, analytics, automation and business tools.
Direct contact: toni@berraquero.com
Where this comes from
I have worked with online sales projects in different sectors, with daily operations, catalog management, campaigns, commercial work, processes and performance improvement. I do not talk about tools as if they were a pretty list. I talk from having to use them to sell, organize work and avoid mistakes.
Over the years I have worked with platforms and environments such as Shopify, PrestaShop, WooCommerce, marketplaces, Google Ads, Meta Ads, GA4, Search Console, Merchant Center, Zoho, Microsoft 365, SAGE, Business Central, CRM, ERP and AI productivity tools. I am not interested in technology as a showcase. I am interested when it is actually useful.
The three subjects of this site
Fitness & active life
I have trained for most of my life and I know how to tell useful things from questionable ones and from nonsense dressed up nicely.
Internet & digital life
Privacy, security, tools and digital habits explained clearly so a normal person does not have to read twenty empty guides.
How I approach things
My way of working is simple. First understand the problem. Then choose the tool or method. Then measure whether it actually helped. And if it didn’t, throw it out.
- First understand the problem.
- Then choose the tool or method.
- Then measure whether it actually helped.
- And if it didn’t, throw it out.
What I try to do with Berraquero
Here I publish about training, habits, productivity, automation, ecommerce, privacy, security and practical digital decisions. I do not publish to fill a website. I publish so that you leave with a clearer idea and fewer chances of messing things up.
Transparency
Some links may be affiliate links or there may be monetization. If that happens, it is to keep the project alive. It does not cost you anything extra. I’m not going to dress it up or sell you a story.
If you want to help, here is the support page. And if you would rather talk to me directly, email is still the fastest way: toni@berraquero.com.