About
A business owner who builds software.
I run a computer repair and IT support company in Manchester, and I build an AI platform for service businesses. The order matters: I ran a company before I started writing software for one, and most of what I think about AI comes from that.
I became interested in computers as a child, long before any of this was commercially possible. My first machine was a Commodore 64, and I have been working with them ever since, driven by the same curiosity that made me want to find out how the thing worked in the first place.
That curiosity is why the current moment is interesting to me rather than intimidating. I spent a long time interested in intelligent machines as an idea, through decades when they were not much more than that. What changed recently is not that I discovered AI. It is that AI finally became good enough at the messy parts to be useful inside a real business.
The business came first. Founding and running a repair and IT support company (opens in a new tab) taught me how smaller companies actually operate, which is almost nothing like how they are described. It taught me that the hard part is rarely the technical work. It is the coordination: the calls, the quotes, the follow-ups, the dozen systems that each hold a slightly different version of the same customer.
Years of that produced a conclusion I could not shake, and it is the reason this site exists: most small businesses do not lack software. They have plenty. What they lack is coherence between it. That is the problem I am now trying to solve, and the reason I would rather build than buy.
What I do
Four things, in practice
Not a list of services. A description of where the time actually goes.
Running a business
Founder and director of Manchester PC, a computer repair and IT support company in Manchester. That means pricing, quoting, staffing, suppliers, cash flow and customer service, not just the technical work.
Building software
Developer and builder of Step Into AI, an AI platform for UK service businesses. Designed the product, the workflows and the platform, and continues to build it.
Working with AI
Hands-on with large language models, AI coding agents and local model deployment. Interested less in what models can do in a demonstration than in what they can be relied on to do in a working business.
The technical background underneath
Since the early 2000s: hardware, operating systems, networks, hosting and web development, including PHP, JavaScript and MySQL. Systems administration, infrastructure and business software.
How I work
A few positions I hold
These show up in everything I build and write, so it is worth stating them plainly.
Describe things as they are
Not as they will be when they are finished. Work in progress is described as work in progress, and results are published when they exist.
Repair before replacement
A position that started with hardware and turned out to apply to software, processes and business systems just as well.
Keep the human in the loop
Not as a safety feature bolted on at the end, but as the thing that makes automation adoptable in the first place.
Say when something is unproven
Pilot results are pilot results. A founder testing software in his own business is not an independent case study.
Short biography
For media, conference and publication use
A short, factual version of the above. Free to reuse as written.
Admir Rusidovic is a business owner, developer and founder based in Manchester, United Kingdom. He is the founder and director of Manchester PC, a computer repair and IT support company serving Manchester and the surrounding area, and the founder of Step Into AI, an AI platform for UK service businesses. He writes about the practical application of artificial intelligence to small-business operations, the realities of running a company, and building software with AI coding agents.