About
About John
Founder, operator, and product builder. Indianapolis by way of Manchester, New Hampshire.
I have spent more than twenty years building things for businesses: first websites and marketing systems, then e-commerce and reporting platforms, and now software companies of my own. The through-line has never really been marketing. It has been finding the place where a business cannot see what is happening and building the tool that fixes that.
How I got here
I grew up in Manchester, New Hampshire, and spent three years in the US Army with the 10th Mountain Division Military Police Brigade. That experience gave me the discipline and the early mornings I still run on today. I followed it with dual bachelor’s degrees in Accounting and Business from Marian University, which is probably why I have never been able to look at a business problem without asking where the numbers are.
My work online started as a self-taught obsession in the AltaVista era, when friends kept asking me to figure out how the web worked for their businesses. That turned into SteerPoint, the agency my wife Kim and I founded and have run together for more than two decades, serving clients from Alaska to Texas to Maine.
From agency to operator
Running SteerPoint put me inside hundreds of businesses, and a pattern emerged. The companies I enjoyed most were the ones with real operational complexity and weak tools: distilleries that could not see their own distributor sales, pool builders whose quoting process lived in a salesperson’s head, barrel owners tracking six-figure assets in a spreadsheet.
So I started building the tools myself. WP Pool Builder turned pool quoting into an interactive buying experience. CaskEquity gave barrel ownership a proper ledger and portfolio view. Impression Insights became the studio for AI-native data apps in industries the big vendors ignore. And in July 2026 I launched DepletionIQ, the product I had wanted to hand to beverage clients for years: finally, you can see your own sales.
How I work
I am an early riser, and I like to get things built and in front of real customers quickly. I would rather spend a week watching how a customer actually does their job than a month polishing a presentation about it. And I would rather build one tool that solves a single problem completely than a big platform that solves ten problems halfway. I do the product design, the data work, the code, and the sales and marketing myself, and that mix is why these companies fit together the way they do.
When I am not with my family or working, you will find me on the water fishing, or somewhere along the bourbon trail.
Where I have been
Clients, conferences, distilleries, and a few fishing trips.