About
My name is Francisco Javier Sánchez Tenas. In Panama everyone calls me Pacho.
I'm a business coach and I build AI systems. Both at once, because one without the other doesn't help any owner.
Advice nobody can execute
I trained as a coach because I've always cared about the same thing: how a person decides when everything is on their shoulders. I'm certified as a business coach and life coach, in DISC to read how each person behaves and communicates, and as a high performance coach at Brendon Burchard's High Performance Institute.
Over the years I saw a pattern that bothered me. I'd finish a session with an owner, everything clear, and two weeks later nothing had changed. Not for lack of will. On Monday a hundred WhatsApp messages came in, the salesperson was on vacation and the monthly report had to be built by hand. The advice was good. Nobody had the means to execute it.
That's why I learned to build
That's how Level 5 started. We build what an owner needs to stop carrying the company in their head: the assistant that answers and books on WhatsApp, the follow-up that doesn't depend on anyone's memory, the numbers that build themselves and add up.
My own operation runs that way. I work every day with an AI assistant that reads my meetings, organizes my to-dos and tells me what's slipping before a client tells me. I don't sell anything I don't use.
Why bilingual matters
Most of the owners I work with sell over WhatsApp, and many of their customers write in Spanish. In the U.S. that's the reality of a lot of Hispanic-owned businesses, and most automation tools are built as if it weren't. I build for how they actually sell, in the language their customers use.
What I believe
- The problem is almost never the technology. It's the mess that came before it. Automate it without fixing it and you get a faster mess.
- AI answers, a person signs. Anything that commits your name or your margin has a human in the loop.
- If it has no number, it didn't happen. I work with what the system measures, not with what the team feels.
- A good system shows when the owner leaves. If you take a week off and nothing breaks, it worked.
My books
In 2015 and 2016 I wrote two books, in Spanish, about what my hardest moments taught me: how to take back control when life changes your plans, and how to turn a goal into something you actually achieve. They're still on Amazon.
Outside of work
I'm a certified Krav Maga instructor and a black belt in self-defense. That taught me more about pressure than any book: under stress you don't rise to your best, you fall to your level of training. Companies work the same way. That's why I build systems, not pretty plans.
I'm a father of three, a Real Madrid fan, and I play guitar when nobody is asking me for a report.
If you want to talk
If you run a business that already sells and it's getting hard to hold together, start with the diagnostic. For speaking, events or press, write to me here.