Services About Connect

Where chaos becomes order,
and order becomes art

Airtable consulting for the evolving enterprise.

Let's Connect

Founded by Jonathan Katz
Over four years at Airtable creating systems for enterprise teams at:

Amazon Warner Bros. Cisco Disney Netflix Nike Hulu

Take a deep breath. The answers start here.

Broken workflows create more than tedious work. They create stress, uncertainty, and the perpetual feeling that change might be impossible.

Matcha Consulting is an Airtable practice built to find the truth in the chaos and create systems that accurately reflect the processes that drive your business.

Our solutions solve today’s challenges, scale with tomorrow’s growth, and are built with the kind of craft that makes the difference between a tool your team tolerates and one they trust.

Thoughtful approach. Expert designs.

Shaped by nearly a half-decade building Airtable solutions for some of the largest enterprises in the world, we believe the combination of genuine curiosity and Airtable mastery leads to outsized results for our clients.

The goal isn't just to build, it's to translate your business knowledge and processes into solutions that make you wonder how you ever worked any other way.

Deep understanding.
We go beyond the surface of your requirements. Which parts of your process exist due to business needs, and which are only there because you've been using the wrong tools?
Early building.
A prototype can reveal more than a conversation. Iterative building sessions aren't just milestones, they're how we discover what truly matters.
True ownership.
Every project includes documentation and training. You'll learn along the way and end each engagement a more independent Airtable user than you started.
Airtable expertise.
Mastery is knowing how to leverage the right features for the right reasons. You can trust we're building wisely, for scale, and never overcomplicating.

Let's work together.

Every engagement begins with a conversation, not a template. Choose the right service package and we'll fine-tune it to match your timeline, complexity, and scope. If you don't know where to start, that's ok too. Just reach out and we'll find the right fit.

The Immersion Build
Signature Experience · Limited Availability

Our premium on-site engagement where discovery and preparation culminate in a focused, dedicated stretch of time to build, test, and refine your solution.

For driven teams who want to move quickly and maintain a high standard of craft.

Learn More →Schedule a Call

Includes: Discovery · Prep · On-site build · Documentation · Rollout · Post-launch support

Custom Implementations
Core Experience · Any Scale

All-inclusive design and implementation for critical workflows, whether you're moving beyond spreadsheets, migrating from another tool, rebuilding a fragile base, or expanding Airtable into an ecosystem.

For teams ready to take ownership of their processes and turn Airtable into a durable system their business can rely on.

Learn More →Schedule a Call

Includes: Discovery · Recurring build sessions · Documentation · Rollout · Post-launch support

Strategic Advisory
Ongoing Partnership

The expert eye you need. We get to know your Airtable architecture and identify what's working, what's fragile, and what might need to change as you grow. This is not a help desk, but weekly check-ins and guidance that keeps you ahead, not behind.

For teams who rely on Airtable and want someone in their corner who truly understands the platform.

Learn More →Schedule a Call

Includes: Weekly meetings · Strategic advice

Workshops & Training
On-site or Remote

Enabling your team on Airtable is an effective way to get more out of your investment. Bring us in for half-day, full-day, or multi-day workshops on build skills, workflow mapping, Airtable best practices, AI literacy, and more.

For groups of any size looking to improve their Airtable skills with engaging and interactive enablement.

Learn More →Schedule a Call

Includes: Pre-work · Live or remote sessions · Relevant exercises

What people are saying

"Jonathan Katz didn't just build Airtable for me, he taught me to fish. 🎣 He asked all the right questions, explained the logic at every step, and made me feel genuinely capable. Years later, Airtable runs my team's world. That's all Jonathan."

Ashlee M.

Entertainment Marketing VP

"Jonathan had a knack for zooming out to the bigger strategic picture while keeping workstreams agile and focused on quick execution. He was always a pleasure to work with, and I'd highly recommend him!"

Director at Cisco

"Jonathan analyzed our workflow and its pain points, then patiently collaborated with our team, not just to solve the problem, but to teach us how to build structured workflows ourselves. The result was massive time savings and a team newly equipped to solve problems on its own."

Jonathan H.

Media & Entertainment

Jonathan Katz

About Jonathan

Most recently one of Airtable's founding Forward Deployed Engineers, Jonathan spent nearly half a decade building apps for Airtable's largest and most strategic enterprises. Known for his zen-like approach to problem solving, his candor cuts through the noise to build fantastic solutions while educating along the way.

He's given keynotes and led AI workshops across the country (and across the pond!), and was awarded Airtable's "Platform Professor" trophy. Before Airtable, he spent nearly eight years at Hulu, where he became an Airtable power user. He loves turning complicated concepts into something easy to understand, and his goal is to make you a more self-sufficient builder.

In his personal life, Jonathan is a pianist and songwriter, escape room designer, and an avid lover of logic puzzles. He's based in Los Angeles.

JK Theory Substack LinkedIn

Ready to get started?

Let's Connect

Matcha Consulting opens July 13th — reserve your time now.

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