About
I'm Asencion "Ace" Herrera, and I'm based in Watseka, Illinois. I like taking messy, manual work and turning it into systems: an app instead of a tape measure, an API workflow instead of a login, a team of bots instead of a to-do list that never ends.
I think about business like a hand of cards. Every venture gets played across four suits, and Diamonds lead: if a build does not protect margins, grow revenue or cut overhead, it has to justify itself.
My work spans solar sales tooling, brand and web for a family of companies, a print-on-demand store, a comic brand, and the AI team that helps run all of it. Everything I build personally lives under my parent company, A Creative Empire.
Before these projects
The projects on this site are my recent work. They don't include my 25+ years as a serial entrepreneur, my work for multi-million-dollar insurance companies like Liberty Mutual and State Farm, or the small businesses and young entrepreneurs I've taught along the way, giving them the knowledge and tools to succeed without wasting money on middlemen. My goal is to teach you enough to fire me, and to know how to do it with confidence, ethically and without burning a bridge.
Whether you're a family that wants a fun personal app or a business that needs a whole team of apps or a CRM, I can handle it.
- Diamonds
- Hearts
How I play it
Ace of Diamonds
Money
Margins, revenue, overhead, profitability and unit economics.
Ace of Spades
Hard problems
Hard problem solving and clearing customer roadblocks.
Ace of Hearts
Marketing and relationships
Marketing, brand and the relationships behind them.
Ace of Clubs
Process, product and procedures
Process, product and procedures that clear operational obstacles.
Short resume
Founder · A Creative Empire
Parent company for my personal ventures, including Ace Made and my AI bot team.
AI systems and automation · Ladybug Solar / The Equitas Collective
Built a house measure app and proposal tooling, and leads the TEC website and brand system work.
Founder and operator · Ace Made
Print-on-demand apparel with its own storefront, Stripe checkout and Printify, run API first.
Brand and web partner · Ripped Toons
Website, brand assets and merch line for an independent comic brand.