SH.Consulting
SH Consulting/AX Consultant · Principal Consultant · SH Consulting/Seoul, South Korea

AX ends with the people, not the system.

I started in advertising and marketing strategy, founded my own SaaS company Teoul in 2019 — launching PillDoc, ADPS, and PHAI — and exited to EDB in 2024. AX consulting, AI education, and Vibe Coding engagements all run through SH Consulting. As an AX Consultant, the point isn't to deliver a system and walk away — it's to teach clients, through Vibe Coding education, to build and maintain their own AX. I want everyone to use Vibe Coding to solve their own everyday problems. Paid classes are the norm; free classes are offered as a contribution, primarily to friends and acquaintances.

  • →AX strategy consulting
  • →Enterprise AI education & workshops
  • →Vibe Coding (Claude · Next.js · Supabase)
  • →SaaS product design & operations
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Seungho Shin
Seungho Shin
AX Consultant · Principal Consultant · SH Consulting
EXP.01
22yr

From advertising and strategy to founding and exiting a SaaS, now leading SH Consulting — a 22-year trajectory.

EXP.02
60%

Three people's work, 60% lifted

EXP.03
14prd

Products I build and run

EXP.04
4lang

KO · EN · ZH · JA

01Profile

Focus

  • 01AX strategy consulting
  • 02Enterprise AI education & workshops
  • 03Vibe Coding (Claude · Next.js · Supabase)
  • 04SaaS product design & operations
  • 05Digital & marketing strategy
  • 06Brand strategy
  • 07Market research & customer insight
  • 08Business development

Don't Repeat Yourself — Free humans from repetitive work.

— Seungho Shin / Principal Consultant · SH Consulting

Experience

From advertising and strategy to founding and exiting a SaaS, now leading SH Consulting — a 22-year trajectory.

  1. Oct 2024 – Present

    EDB

    Head of Data Business Division

    Joined after EDB's acquisition of Teoul. Working in the data-business area.

  2. Mar 2019 – Oct 2024

    Teoul

    Founder & CEO

    Founded Teoul. Launched PillDoc (medication guidance), ADPS (disease-targeted ads), and PHAI (pharma market BI). Raised seed and pre-Series A; exited to EDB in Oct 2024.

  3. Oct 2016 – Mar 2019

    Boryung Holdings

    Director · Brand Strategy

    Led group and subsidiary brand strategy, new brand launches, and new-business incubation.

  4. May 2012 – Oct 2016

    Cheil Worldwide

    Strategist · Answer / Media Business Team

    Campaign and brand strategy for Samsung Electronics (washing machine, refrigerator, air purifier, kimchi fridge), Orion (Ogamja, ChocoPie), Dongsuh (TOP), Amorepacific (Mise en Scène, Median), Samchully. Strategic partnerships with Adobe and Microsoft; led digital PPL solution DIVA.

  5. May 2011 – Apr 2012

    MagnumVint

    Director · Consulting Group

    PM for Hankook Tire Korean/English mobile sites. PM for Shinhan Bank NexB business model implementation project.

  6. Jan 2011 – Apr 2011

    Angel Price

    Head of Marketing

    Launched social commerce with the Lotte Group. Served as Marketing / Affiliation / Strategy Division Director.

  7. Feb 2009 – Apr 2011

    attomedia

    Head of Strategy → Director · New Business

    Planned and marketed the easyvoca.com learning service. Led launch strategy for the Angel Price social-commerce service and product planning for Lotte affiliates.

  8. Sep 2010 – Dec 2010

    code:rush

    Head of Marketing

    Launched social commerce qiwi.co.kr. Served as Marketing / Strategy Division Director.

  9. Feb 2008 – Feb 2009

    Hyundai Motor Company

    Future Trends Research Team

    Researched Kia brand image among younger consumers and proposed marketing strategy. Published 'Strategic CSR in a Downturn' CEO Report. Wrote Trend Tracking columns for the 2008 Trend Review series.

  10. Oct 2006 – Feb 2008

    Lion Marketing Partners

    Head of Strategic Planning

    Master plans, sales and marketing strategy for Alpensia (Pyeongchang), Imperial Palace Cebu, Sundayle (Jeongseon), Lotte Department Store Ulsan and other hotel / resort / mixed-use developments.

  11. Oct 2007 – Jan 2008

    Styleloft

    Senior Consultant

    Business consulting for hotel construction in the Daechi area.

  12. Nov 2004 – Oct 2006

    LG Ad

    Marketing Division

    Communication strategy for Korean Air, GM Daewoo (Magnus, Matiz, Gentra, Lacetti, Rezzo, Tosca, Winstorm), and LG Electronics (Whisen, system air conditioner, XCanvas, Cyon).

  13. Apr 2003 – Oct 2004

    e-motion

    Consultant · Consulting Group

    BC Card gift-card site, Korean Bible Society renewal, KIDC IMS web monitoring, Daekyo edutainment, Korea Exchange Bank integrated WSG, and Nike basketball site planning.

  14. Mar 2002 – Apr 2003

    Onestone

    Account Manager

    Online ad planning for The Time Machine, Spider-Man, Stuart Little 2, Men in Black 2, FearDotCom. Online ads for Tongyang Securities, Fuji Xerox, SK Life, LG Telecom, Doosan.

Education

  • 2000 – 2002Seoul National University · M.A., Social Psychology
  • 1996 – 2000Seoul National University · B.A., Psychology

Certifications

  • Claude 101Anthropic · Mar 2026
  • Introduction to Model Context ProtocolAnthropic · Mar 2026
  • Model Context Protocol: Advanced TopicsAnthropic · Mar 2026
  • Introduction to Agent SkillsAnthropic · Mar 2026
  • Claude Code in ActionAnthropic · Mar 2026
  • Claude with Google Cloud Vertex AIAnthropic · Mar 2026
02Methodology

AX Methodology

Principle · DRY

Don't Repeat Yourself — Free humans from repetitive work.

D

Deploy

Make results visible — right now.

R

Reshape

Re-design how the organisation works.

I

Invent

Create value and business that didn't exist before.

Case

AX Journey

AstroECCOUNT

“Three people's work, 60% lifted.”

Redesigned the accounting workflow of Astros Group. What used to take three people a full day now runs through the system — 60% of it.

03Perspective

Perspective

AI opens two eras at once — the era of giants and the era of one. Mindset comes before tools; trust comes before technology.

01
Micro Wealth초미세부

One laptop, one line of AI. A single person can now ship a small SaaS that earns recurring revenue. Every SH Consulting product follows the same pattern — start small, from a real daily friction.

02
Analog Premium아날로그 프리미엄

When content multiplies infinitely, human contact becomes scarcer. I don't leave when consulting ends — I sit beside the team in Vibe Coding sessions and share the same screen.

03
Architect, not Mason아키텍트

Anyone can become the architect of their own system. An employee builds an MCP tool; a small business owner publishes GEO content in one click. AX ends when everyone is an architect.

04
Shield & Sword방패이자 무기

AI is not the scissors that cut headcount — it is the armor that makes the same person stronger. A team of 400 armored with AI outperforms a team cut to 100.

05
Mindset마음가짐

Self-awareness, humility, curiosity. The eye to see your own strengths, the willingness to start over, the daily question about what is changing — the first asset to refine, before any tool.

04Featured Projects

Featured Projects

Five in-house projects, each told as a five-question interview.

Project · 01

The Interior Auction (RIA)

Alpha · raising funding · preparing Closed Beta
Links
Visit ↗Demo video ↗
Q01
Why I built it
Korea's interior market is a 22-trillion-KRW category that can shape a person's life — yet price competition simply doesn't function. Every contractor measures and quotes in a different format, change-orders and warranty disputes are routine, and a contractor spends 1–3 days writing a non-standard quote. I started this new venture with close colleagues to dissolve that information asymmetry through standardisation and AI.
Q02
In one line
One inspection by a trained Inspector, and five vetted contractors then bid on the very same spec — finally turning interior renovation into a market you can actually compare.
Q03
What makes it different
Not a brokerage — a separation of measurement and quoting. A single mobile-LiDAR scan auto-generates 73 inspection items, a 3D mesh, 200 photos, and a risk grade. Contractors compete only on unit price and margin, over an identical schema. It's HeyDealer for interiors. The customer compares five quotes in a single meeting.
Q04
Today
Self-funded MVP running in alpha on theinteriorauction.com. Currently raising a seed round. Every line of code, MVP through production, is written 100% with Vibe Coding. The team is three: AI (Seungho Shin), interior operations (Sungkil Woo), and marketing (Jinhun Na).
Q05
What's next
We kick off a Closed Beta dry-run from a Namyangju/Guri base, then expand suburb → metropolitan area → other cities. 2026 brings the quote-automation engine and LiDAR-driven indoor modelling; 2027 adds fair-price analysis and dispute prediction. Revenue: transaction fee (free to customers) plus an AI-quote SaaS licence.

Project · 02

Connie Quest

Family use · reward system being redesigned
Links
Visit ↗
Q01
Why I built it
Between 'a child knows the right values' and 'a child lives them' there's a long river. After reading 'How to Become a Person', I needed a tool that could carry the book's developmental model into my daughter's everyday actions. She became the very first user.
Q02
In one line
A family-scale PWA that turns a child's character growth into a Read → Know → Act loop — gamified to reinforce action, played as a game to deliver meaning.
Q03
What makes it different
Most kids' apps revolve around ads and in-app purchases. Connie is built so that only the reinforcement of good behaviour is gamified. Family data is fully isolated with Supabase RLS.
Q04
Today
My daughter is still the only user. Her appetite for rewards grew faster than we expected, so I'm rebuilding the reward system. Other work has paused active development for now.
Q05
What's next
Once the reward system is back, we resume — and explore a collaboration with the book's author to deepen content fidelity (still searching for a contact).

Project · 03

Marketing SH.AI

Friends-only beta · auto-publish not shipped
Links
Visit ↗
Q01
Why I built it
After AX, the natural next question is GEO (Generative Engine Optimization). But most owners aren't familiar with GEO, and most can't afford an agency. They still need a starting line for marketing.
Q02
In one line
A one-click GEO content-automation platform for small business owners — from idea discovery through publishing, condensed into a single click.
Q03
What makes it different
Vibe Coding has dropped the 'invest' side of ROI so far that the era of instant apps has arrived. Services we couldn't justify before become viable. Marketing is no exception: we compressed an agency-grade GEO workflow into a single-click interface.
Q04
Today
Running a friends-only beta. The current focus is timely idea discovery built on Google Trends data. Auto-publishing is not yet implemented.
Q05
What's next
Target channels: blog, LinkedIn, YouTube, Instagram, X. We'll ship auto-publish once usage and revenue signals show up — then expand into per-brand customisation.

Project · 04

GolfShin

Me + friends
Links
Visit ↗
Q01
Why I built it
Booking a weekend tee time meant cycling through a dozen club sites by hand. The tee times of popular non-partner courses were scattered across the web. That was the starting point of my very first toy project.
Q02
In one line
A unified view of tee times at 34 popular Korean golf courses the major booking apps don't cover — on a single screen.
Q03
What makes it different
We scrape only the non-partner popular clubs, in real time, and bring them into one comparison interface. A small case of information-asymmetry, dissolved.
Q04
Today
My friends and I use it for actual tee-time decisions. No monetisation in mind. I'd be happy if it lived on as 'a small AX example for everyday inconvenience'.
Q05
What's next
The next step is automating the booking itself. The broader vision is for everyone to use Vibe Coding to solve their own everyday inconveniences — the same belief behind the free AI classes I give as a contribution.

Project · 05

Ikeike Kitchen

Site built · uploading existing content
Links
Visit ↗
Q01
Why I built it
A friend — an Instagram chef whose father is fighting cancer — created natural recipes for him, but they were scattered across SNS and never compounded. AI and IT felt distant to her, and that beautiful content was at risk of going dark. I couldn't leave it that way.
Q02
In one line
A subscription recipe site that brings an Instagram chef's natural, seasonal recipes back to life with AI content and Coupang Partners.
Q03
What makes it different
The core asset is her natural, local, in-season cooking — recipes she originally made for her father. AI handles content generation, Coupang Partners turns it into a frictionless ingredient-buying flow. Content and revenue move on a single rail.
Q04
Today
Site construction is complete. We're uploading her existing content in stages.
Q05
What's next
The next goal is to open the platform to other chef-influencers and grow it into a multi-creator content engine.

Project · 06

AstroECCOUNT

In production · deployed at Astros (my brother's trading company)
Q01
Why I built it
Astros, the trading company my brother runs, processed transaction data, reconciliation, and closing entirely by hand — three accounting staff carrying the entire load. Closing season meant overtime as the norm; people were carrying what the system should be carrying. Being a family company, it became the case I wanted to use to really prove out what AX should mean.
Q02
In one line
An in-house AX system that automates the accounting and reconciliation of my brother's trading company Astros — designed as a 'human + system, working together' model, with the team operating MCP themselves.
Q03
What makes it different
It started as a plain ERP automation. Mid-engagement I proposed swapping it for MCP (Model Context Protocol). Rather than 'the system does the work for you', I rebuilt it so the team gives Claude natural-language instructions for accounting tasks and validates the results. Vibe Coding training came as part of the package, so the team can now add and modify MCP tools on their own. The system keeps evolving in their hands, long after the consultant left.
Q04
Today
60% of what three people used to spend a full day on now runs through the system. Closing-season overtime dropped, and the team has moved from data entry to analysis and decision-making. The team operates MCP themselves today — a true human-plus-system workflow.
Q05
What's next
Next, automation expands from accounting into customs clearance, logistics, tax, and internal controls. New automation isn't surfaced by the consultant any longer — the team discovers it and implements it as MCP tools. A 'human + system' AX model, proven first inside the family business.
05Vibe Coding

Vibe Coding services

The right tool, only what's needed, shipped fast. Built on Claude, Next.js, and Supabase — from internal automations to PoCs and side products, in days rather than months.

  • 01Internal automations & admin tooling
  • 02MCP servers, LLM agents & pipelines
  • 03Marketing & content generation tools
  • 04Rapid PoC and prototype development
Selected client work (by domain)
Astros Group
astrosERP · mastcorp · AstroECCOUNT automation
Legal
Lawfirmtong · Lee Young-Nam Law Office · LYN Lawfirm · Hanbyul Law Firm · LawCase Search
Insurance
Digital consent (consent-insurance) · GA Bless · Consent video · Insurance modules
Healthcare
Mind Dermatology (mindclinic)
Marketing
Dmate
06Products

Products I build and run

Services I take all the way — from idea through development to daily operations — including the ones I founded.

07Tools · MCP

Open source · MCP · Skill

Tools I've released publicly — so other people can automate their own everyday too.

Browse the full Skill Library →
08Clients

AX Consulting & AI education

Organisation-wide AX consulting, paired with hands-on Claude · LLM training so teams can carry the work forward themselves.

Selected clients
  • LG Electronics
  • LG HelloVision
  • E-Mart
  • Humax
  • Astros
  • Dmate
  • Zebra Brothers
  • Brave Company
  • Credel
  • plaineat
  • Hanbyol Law
  • Contact →
09Contact

Open to AX consulting, AI education, and vibe coding engagements.

Email→

Location

Seoul, South Korea

Emailinter349@gmail.com
GitHubgithub.com/hjsh200219
LinkedInlinkedin.com/in/hoshin
Websiteshconsulting.ai

Certifications

  • · Claude 101 / Anthropic
  • · Introduction to Model Context Protocol / Anthropic
  • · Model Context Protocol: Advanced Topics / Anthropic
  • · Introduction to Agent Skills / Anthropic