A little about me…
Chicago Cubs’ Manager Joe Madden’s mantra is “Do Simple Better,” and I think that succinctly encapsulates what true product development and business strategy is all about.
Do Simple Better doesn’t imply your application or product is basic or bland; rather, it means you provide a wonderfully easy-to-use experience while performing incredibly complex tasks behind the scenes. It means you focus on you making your customers’ lives easier, automating processes, and removing complexity whenever and however possible.
I’ve been intimately involved in the creation of software products from concept to delivery to hyper-growth (#12 on inc. 500) and ultimately sale. I’m fascinated by behavioral economics and data-driven decisions and have been fortunate to speak on these topics across the country.
I’m lucky enough to call the mountains of Utah home where you can find me golfing in the summer and snowboarding in the winter. Finally, I’m a father to three rambunctious girls who’ve caused my hair to go prematurely grey.
Projects
I’ve had the opportunity to work on some amazing projects. These images come from products that presented interesting, unique challenges.
For example, the second image comes from the mobile homepage of campusbookrentals.com. A product, that on its surface, seems pretty straightforward — an ecommerce platform to rent textbooks to students.
However, what you don’t see are the struggles to capture customers in probably the most price-sensitive demographic while maximizing revenue and profitability, the work required to create a delightful user experience and minimize bounce rates, the 28 different pricing calculations happening real time to generate a single rental price, and the pains of creating a recognizable brand for a customer base that uses your product but a few times year.
Influential Books
There are a number of books I’ve found hugely influential in my career. I’m particularly interested in reading about how the human mind works — especially when it comes to decision making (see: Nudge, Thinking Fast & Slow, and Originals).
I also enjoy learning about how companies create strong cultures and the effort required to implement them (see: The Advantage, Creativity, Inc., and Delivering Happiness.)
Finally, I’m always intrigued to understand how companies can master product/market fit, delight customers, and ultimately scale (see: The Lean Startup & Nail It Then Scale It).
Vindy
Nov. 2017 – Present
VP Product & Business Strategy
Created a software product for college stores that has experienced explosive growth since its inception in 2013 and currently works with hundreds of campuses across the country. In Nov. 2017, the product was acquired by private equity and spun off into its own independent company. I brought my team with me to direct the product’s continued growth and oversee operations.
- Oversee growth and profitability, create all pricing and revenue models, design all product feature enhancements, and supervise product, technology, sales, and warehouse teams.
- Created a SaaS revenue model through a proprietary Amazon integration resulting in $2M+ in purchases in the first 12 months.
- Created a business intelligence platform allowing college stores to make market-driven buying and pricing decisions.
- Negotiated and executed exclusive partnerships with NACS (National Association of College Stores), CRA (Collegiate Retail Alliance), and ICBA (Independent Bookstore Association) for distribution of the software application.
Sidewalk
Sept. 2015 – Nov. 2017
VP Product
Managed, created and innovated company’s five software products and product team to transform the distribution of higher education content. This included all product development, pricing strategies, prototype creation and user experience testing. Participated in the hyper growth ($48M annual revenue) that resulted in it being named #12 for growth (#1 for education) on the Inc. 500.
- Directed all operations for the campusbookrentals.com product ($28M annual revenue) until its sale to Nebraska Book Company in March of 2017.
- Constructed annual revenue forecasts, including proforma P&Ls, strategic pricing initiatives, and growth proposals for each company product.
- Oversaw the creation of the company’s first SaaS offering through a software acquisition from Brigham Young University.
- Implemented Lean Startup and Agile Methodologies company wide to quickly understand and adapt to customer needs.
July 2015 – Sept. 2015
VP Marketing
Managed marketing department, including the development of an in-store marketing program for 110 partner stores, SEO and affiliate management for the company’s eCommerce presence, and the establishment of a uniform brand.
- Created a scalable client on-boarding process that leveraged technology to introduce clients to company software.
- Created a unique in-store marketing program that decreased spending by $150,000 per year and facilitated 10% year-over-year growth.
July 2013 – July 2015
VP Marketplace
Created a B2B marketplace for college stores. Oversaw revenue growth and profitability, designed all product features, supervised a product sales and account management team, and directed all warehouse logistics.
- Developed an automated textbook sourcing process, resulting in $5 million in new revenue in 18 months.
- Saved college stores over $4 million in textbook expenses over 2 years.
- Constructed logistics technology to process over 100,000 books annually with a .001 error rate.
Goma Marketing
Founder
Founded a digital marketing firm specializing in assisting insurance agencies to adapt their marketing to the dramatic shifts in consumer behavior within the industry.
- Developed a proprietary sales and marketing system that leveraged email, ebooks, videos, landing pages, and whitepapers to automatically engage, retain, and cross sell customers.
- Designed and built engaging websites that focus on generating inbound leads and creating new revenue.
- Implemented inbound marketing strategies for partner agencies, which includes showing companies how to attract and retain new clients and prospects through non-traditional marketing methods.
Swarts, Manning & Assoc.
Product Manager
Created and managed risk management programs for middle market businesses, including procurement, claims management, and risk aversion in commercial accounts.
- Created specialty insurance programs for medium to large commercial accounts ($25,000 to $250,000) within the education, construction and restaurant industries.
- Managed Sales Department and mentored all new agents, assisting with all aspects of the client growth, including prospecting, policy quoting, new business proposals, networking, and marketing.
Honors & Awards
Oct. 2018
Keynote Speaker
DATA-DRIVEN DECISIONS
Tri-State Bookstore Association
March 2017
Top Education Session
HOW UBER IS CHANGING COURSE MATERIALS
National Association of College Stores
Awarded Presenter of the Year
November 2016
Keynote Speaker
MARKETING TO MILLENNIALS
Mid-Atlantic Association of College Stores
July 2016
Distinguished Speaker
LEVERAGING DATA TO INFLUENCE PURCHASING DECISIONS
California Association of College Stores
Oct. 2015
Keynote Speaker
IMPENDING AUTOMATION
Georgia Association of College Stores