The analysis is the move.

For someone whose lane runs Fortune 50 CEOs and first-time homebuyers — and who openly says the analysis and negotiation are the part you love. That's a specific kind of operator. This is a note from one to another.

PJ Zonis Single operator · SideGuy Solutions · Encinitas · The routing & translation layer between people and the systems they already paid for — about →

Why a page and not a DM

You have an MBA in Finance from Goizueta and you write — out loud, on your own profile — that the part you genuinely enjoy is the analysis and the negotiation. That tells me a DM full of compliments would read as wallpaper. So I built you a page instead. The point of the page is the point of the lane I work in: when the work itself is the artifact, the artifact has to do the talking.

The lane I work, in one paragraph

SideGuy is the human routing and translation layer that sits between people and the tech / AI / tool decisions they keep getting handed. When a buyer or seller (or in your case, a client) is staring at a stack of vendors, platforms, or "AI for X" pitches and asking "which one actually fits what I'm trying to do?" — that's the gap I land in. Async, flat-priced, no SOWs, no decks. Operator-translation for the analytical side of a decision. Not lead-gen. Not another tool. The thing that runs between the tools.

Where our lanes don't overlap (and where they touch)

Why I'm reaching out

Two reasons. One — operators who genuinely enjoy the analysis side of their craft tend to read pages like this as craft, not as cringe. The finance brain reads the shape before the words. You're that profile. Two — luxury RE in NC SD (Rancho Santa Fe, Del Mar, Encinitas, Solana Beach) is full of clients who run businesses where the tech-stack question is sitting unopened on someone's desk. If you ever have one of those clients ask you a sideways question about software, vendors, AI, or "what should I actually be using" — I'd rather you know I exist as a referral than not.

No money changes hands between us for the referral. Your client gets a free 20-minute text-thread read on whatever they're stuck on. That's the whole shape.

The ask is small

No meeting, no demo, no deck. If anything in this read tracks, the next step is a text — 858-461-8054, that's me direct. If it doesn't, no follow-ups, no funnel. You'd notice if there was one anyway.