SignalTAP
Concept
Signal intelligence for operators
Competitive and market scanning: a separate muscle from execution intelligence, built for operators who need context, not noise.
FounderDoctorDelta Kinetics
MattyHerrera
I build companies, train officials, and teach operators how to win: on the floor, on the field, and in the room where the decision actually gets made.
Founder of Delta Kinetics · Doctor of Education (Ed.D) in Global Sport Management and Leadership · Professor · Creator of the Veritas Officiating Institute · Host of Seeing The Gap.
Ed.D
Doctorate
Delta Kinetics
Founder
Veritas
Sports officiating
Podcast
Seeing The Gap
Founder
Delta Kinetics
Built the TAP suite · Project Ops · Command Ops
Doctor
Ed.D
Global Sport Management and Leadership
Sports officiating
Veritas
Officiating Institute · NBA-grade standards
Professor · Host
Official Business
University faculty · Seeing The Gap podcast
About
Who I Am
MH
Matty Herrera is a founder who ships. He built Delta Kinetics from operator instinct into a multi-product intelligence company: the TAP suite, Project Ops, Command Ops, and the systems that keep a serious portfolio moving without losing the plot.
On the field, he is a credentialed sports official whose standard is elite judgment under pressure, the same standard the Veritas Officiating Institute was built to teach. NBA-caliber calibration. Close-call nerve. No excuses.
In the classroom and on the mic, he is a professor and host of Official Business and Seeing The Gap, turning hard-won operator experience into plain truth for people building something real. Doctorate. Founder. Official. One standard across every lane.
At a glance
Built. Led. Shipped.
Businesses founded, standards set, and lanes owned: the biography in four lines.
Doctorate
Ed.D
Global Sport Management and Leadership
Founder
Delta Kinetics
Built a multi-product company from live operations, not a slide deck
Sports officiating
Veritas
Officiating Institute · elite training · NBA-ready judgment
Seeing The Gap
Podcast
Official Business · operator interviews that tell the truth
Delta Kinetics
The TAP product suite
Operational intelligence for modern ventures: execution, signals, training, geo intel, inventory, and Houston field ops. Purpose-built to work together.
LearnTAP
Concept
Training that sticks in the field
Hospitality LMS with cocktail intelligence, mixologist training, and field-ready certification paths.
NexusTAP
Concept
Corporate authority · cost control
Finance-grade back-office and prime-cost control for multi-unit operators, with weather-aware par, corporate dashboards.
StockTAP
Concept
Inventory & par-level precision
Scan-first inventory, variance alerts, and purchase-order workflows for operational precision at the shelf.
Creative & Systems
Beyond the product suite
Memoir, podcast, officiating institute, and the internal operating system that keeps a multi-product portfolio moving.
Memoir · Book
The Atelier
Concept
Voice-first memoir engine (Quarry) turning lived operator experience into a long-form book. Be Good brand, approval-gated publishing.
Official Business · Education
The Business Doctor
Concept
Operator lessons on buying and building businesses: the flywheel behind Official Business.
AI advisory board
Situation Room
Concept
Ten-seat expert board for DK operations: structured deliberation with persona specialists for high-stakes decisions.
Sports officiating · AI
Veritas Officiating Institute
Concept
AI-powered voice training for officials: calibration, consistency, and NBA-caliber judgment under pressure.
What I Offer
Consulting & speaking
Consulting
Operator & systems work
- 01Hospitality operations optimization & POS integration
- 02Real-time analytics architecture (Connect → Analyze → Act)
- 03SaaS product strategy & niche-market go-to-market
- 04Multi-agent AI systems & automation design
- 05Bar operations consulting & revenue recovery modeling
- 06Systems architecture for multi-product portfolios
Speaking
Talks & workshops
- 01Operational telemetry: measuring for the work, not the books
- 02Real-time analytics from POS data to execution intelligence
- 03Building SaaS products for niche markets
- 04Sports officiating excellence: decision-making under pressure
- 05Revenue optimization in hospitality
- 06Scaling from founder to CEO across multiple products
- 07AI-powered automation for operators
- 08The standard you're trying to keep: leadership at the highest level
Credentials
Built across disciplines
Founder, Delta Kinetics
Built a hospitality intelligence company and multi-product TAP suite from real operator experience: systems that survive contact with the floor.
Ed.D · Global Sport Management and Leadership
Doctorate earned in the discipline of measurement, pace, and judgment: the standard behind every lane, not a line on a résumé.
Sports Officiating · Veritas
Credentialed official across elite collegiate and professional-adjacent competition. Founded the Veritas Officiating Institute for NBA-grade training.
Veritas Officiating Institute
Built AI-powered voice training for officials who need calibration, consistency, and the nerve to own the close call.
Project Ops · Command Ops
Designed the internal operating system, The Project, unifying business areas, vendor ops, automations, and investor pipeline.
The Atelier / Quarry
Book-first creative system: 50 beats across five pillars, voice-gated memoir and thin public slice.
Professor · Official Business
University professor and host, teaching business and leadership with the same plain truth he brings to the mic and the field.
Philosophy
How I work
Most operations are measured for the books, not for the work, so the people running them are flying on instruments built for accountants.
Instrumenting for execution means building systems that match how a Tuesday afternoon actually unfolds on the floor. Hospitality is the sharpest case, not the only one. Across Delta Kinetics, Veritas, and the Atelier book work, the question stays the same: what does 'be good' mean: the standard you keep, and the cost of keeping it.
The long way in
Origin of the way of seeing, from eighteen forward, across many domains.
Frameworks
Named methods for instrumenting operations; hospitality as deepest worked case.
Leadership
What the doctorate is for: discipline, measurement, and judgment under pressure.
For operators
Running teams and companies; industry-agnostic leadership in practice.
Building
Delta Kinetics and Veritas in the open: proof the method survives contact with reality.
Execution · Measurement · Plain truth
Get in Touch
Let's build the next system
Executive leadership, AI, and product that have to work on Monday morning.
I implement AI, create it, and teach teams how to run it. I build products and operating systems for companies that cannot afford a toy. If the work is real, book the meeting.