Twenty-nine years of building things. Currently pointed at AI.

I’m Stéfan Delaunay. I opened my first business in 1997: a network gaming shop in Valence, one of the first in France. Since then I’ve built and run companies in e-commerce, design furniture, medical manufacturing, crypto and events, mostly between France, Bristol and Gibraltar.

The through-line is the same every time: find the thing that isn’t working, build a system that fixes it, then get out of the way. For thirteen years that meant e-commerce and automation for other people’s businesses. More recently it meant taking non-branded organic traffic up 10× as Organic Search Lead at lemlist.

Today it means AI. Not the demo kind: the kind that has to survive contact with real customers, real budgets and real edge cases. I run DrHype, where agentic systems take over the marketing execution that used to eat a founder’s week. And I run Oriflamme, an AI SEO agency for B2B SaaS.

I write here because experimenting in private teaches you half as much. Everything I publish is something I actually ran, including the ones that didn’t work.