Ventures
Five companies, one throughline. Each one exists because I ran into an operational problem where the existing tools were weak, generic, or built for someone much bigger. The two at the top are where most of my time goes right now.
DepletionIQ
Depletion intelligence for distilleries, wineries & breweries.
The problem
Most craft producers hand their product to a distributor and then lose sight of it. Depletion reports arrive as inconsistent spreadsheets and PDFs, in different formats from every distributor, and rarely get turned into anything a sales team can act on. Brands end up guessing which accounts are buying, which markets are slipping, and where the next case should go.
What it does
DepletionIQ ingests distributor depletion data, normalizes it, and gives the producer one clear view of where product is actually moving: by account, market, SKU, and rep. It is built spirits-first, because spirits inventory turns on a monthly cadence where the big beer-centric data feeds are overkill and overpriced.
Why I built it
After years of building reporting and e-commerce systems for beverage clients, the same complaint kept coming up: “I cannot see my own sales.” This is the tool I wished those clients had.
CaskEquity
Every barrel, every record, one place.
The problem
Barrel ownership has become a real asset class, but the records behind it still live in emails, PDFs, and spreadsheets. Fill dates, mash bills, entry proof, warehouse location, and regauge history are scattered, and nobody has a clean answer to “what is this portfolio worth today?”
What it does
CaskEquity records every barrel with its full history and automatically rolls counts, inventory value, and estimated market value into a single dashboard. It is the ledger and the portfolio view in one place.
WP Pool Builder
Let homeowners design and price their dream pool.
The problem
Pool quoting is complicated: models, sizes, finishes, decking, equipment, financing. Most pool company websites hide all of that behind a “request a quote” form, which means the buyer learns nothing and the sales team spends its time on unqualified leads.
What it does
WP Pool Builder puts an interactive configurator on the company’s own WordPress site. Homeowners pick a pool type and model, add features, watch the total and estimated monthly payment update in real time, and submit a lead that already includes everything the sales team needs.
Why I built it
SteerPoint has worked with pool companies for years, and every one of them had the same broken handoff between the website and the sales conversation. The plugin turns the quote into the buying experience.
Impression Insights
We turn operational data into decisions.
What it is
Impression Insights is the umbrella for my product work and the studio behind bespoke AI-native data apps. It takes messy operational inputs, including inventory, sales, sensors, and spreadsheets, and turns them into dashboards, alerts, forecasts, plain-language summaries, and decisions the operator can actually use.
Where it fits
Distilleries, online retail, pool building, home-service contracting: industries where the data is real but too niche for the big vendors to care. CaskEquity and WP Pool Builder both grew out of this work.
SteerPoint
Full-service digital marketing and go-to-market systems, Indianapolis.
What it does
Website design and development, pricing tools, CRM integration, advertising, email automation, analytics, and lead generation for clients from Alaska to Texas to Maine. SteerPoint is where I learned how businesses actually win customers, and it is still the go-to-market engine behind the products above.
I keep building where a clear operational problem deserves a better tool.
If you are running a business with data nobody has made useful yet, or you want to partner on one of the ventures above, let’s talk.