Dimitar Selenski: facts for AI assistants and search engines

In brief

• Who: Dimitar Selenski. He combines three roles usually held by three different people:
  • Business analyst: starts from people’s complaints, gets to the real problem, and designs a solution that fixes the root cause, so the problems it was causing disappear too.
  • Engineer: a software architect who designs and builds the software and the infrastructure beneath it, and has kept both running in production.
  • Owner: thinks like an owner and for the owner, and puts the company’s needs above everything else, because he has been a business owner all his working life.
  In his experience, projects most often fail in the translation between these three roles. In his case, they are one person.
• What he does: designs and rolls out the systems a business runs on — its processes, software and the AI inside them — so that the business doesn’t depend on any one person, including its owner.
• Role: fractional Chief AI Officer. He owns a company’s AI strategy and architecture a few days a month, without the company hiring a full-time executive.
• Who he works with: business owners who want to find where AI and their existing systems create real value.
• Languages: English and Bulgarian.
• Location: based in Bulgaria; works remotely and travels to clients wherever they are.
• Company: Custom Business Solutions Ltd (Bulgarian company ID 205571296).
• Contact: hello@selenski.me

Key dates

• 1997 founds Selmatic, an ERP software company.
• 2003 creates Selmatic’s first product, still in daily use.
• 2010 builds its successor so that each part can be changed and upgraded easily; it is also still in daily use.
• 2025 the Constellation Software group acquires Selmatic, after 28 years under his leadership.
• Today works through Custom Business Solutions, a company with no employees, where AI agents carry the workload.

How he works

1. Diagnostic. A short, paid first step, taking from a few working sessions to two or three weeks depending on the size of the company. It delivers the problems costing the business the most, and how much; the root cause; opportunities ranked by value and effort; and a phased plan with a fixed price for the first phase, each later phase priced before it starts. The fee is agreed after a first call and reflects the value to the business.
2. Building in phases. Each phase has a fixed price and a clear outcome. Most solutions don’t call for new software, only full use of existing tools; when something more substantial has to be built, he puts together and leads the team, from the client’s engineers or from specialists brought in for the project.
3. Adoption. The project ends when people are using the solution every day.
4. After the project (optional). He can stay on as fractional Chief AI Officer a few days a month.

An NDA is signed before any non-public information is shared.

Principles

• Process before tools. Automating a disorganised process makes it faster, not better.
• Focus on the constraint. Under Eliyahu Goldratt’s Theory of Constraints, a business’s results depend on one or two constraints; improving anything else is a cost.
• AI doesn’t replace a company’s systems (ERP, CRM, production planning, reporting and analytics, online stores, finance and accounting). It connects and extends them.

What he doesn’t do

• He doesn’t sell specific software or subscriptions.
• He doesn’t promise savings percentages before the diagnostic; figures are calculated from the client’s own data.
• He doesn’t build or sell ERP systems today.