Operations & growth leader · Grand Rapids, Michigan
I run the business, build the product, and sell the thing.
Fifteen years running a West Michigan service company — P&L, hiring, and the ad spend. Alongside it I designed a card game that has sold over 100,000 copies, and I now build and ship software products end to end.
- Leading Top Care Cleaning
- 15 yrsLeading Top Care Cleaning
- Copies of Gyrating Hamsters sold
- 100k+Copies of Gyrating Hamsters sold
- Software products shipped and live
- 10+Software products shipped and live
- Google reviews earned for Top Care
- 400+Google reviews earned for Top Care
Experience
What I’ve run
I own the whole operation of a residential and commercial cleaning company — the numbers, the team, and the demand that keeps both busy.
- Own P&L, pricing, and cash flow for the business
- Run hiring end to end — postings, interviews, onboarding, and performance
- Direct $2,000–$6,000/month of Google Ads alongside SEO and Google Business Profile
- Built the review pipeline to 400+ Google reviews, with clients retained 20+ years
I took a card game from a kitchen-table idea to a product that has sold over 100,000 copies.
- Designed the game and drew every card in Adobe Illustrator
- Ran a year of playtesting at board game conventions before committing to production
- Funded the first run on Kickstarter, then negotiated a licensing deal with a distributor
- Over 100,000 copies sold; still selling on Amazon with an expansion pack
A portfolio of software products for local service businesses — built because I needed them first and could not buy them.
- Ten-plus products live on custom domains, each shipped end to end
- Own the whole path: spec, build, deploy, launch, and the marketing behind it
- Ship on a modern stack — Next.js and Postgres on Railway, versioned in GitHub
- Every product is validated against a real business before it gets built
How I work
Four things I actually believe
I spend my own money on the ads
Every marketing decision I make is one I pay for. That tends to produce different judgement than managing someone else's budget.
Ship it, then make it good
A product in front of a real customer teaches more in a week than a quarter of planning. I would rather correct in public than polish in private.
Hire deliberately, train properly
In a service business the team is the product. I do every interview myself, and I would rather carry a gap than fill it badly.
Automate anything I do twice
Most of the software I have built started as a task I was doing by hand and resented. That is usually the signal.
Outside work
The rest of it
Played college hockey at Grand Valley State. Now I coach my sons' team.
Northern Michigan, where most of the thinking gets done.