In June 2012 John decided it was time for a change. For seven years, he'd found major success building web-based businesses in Washington DC, co-founding two companies in that time: Benton Consulting, where clients included high-profile entities like the World Bank; and ARMS College Athletics Software, where he led a 300% growth in three years before being acquired. However, despite his success, he was in search of more than the fast-paced city life. He wanted a rural, hands-on, self-sufficient lifestyle. John wanted to grow his own food, build things, and be part of a smaller more intimate community. So, like the pioneering homesteaders of old, he moved west to Mendocino County, CA to grow and cook his own food, live healthier, and – it’s also worth mentioning – drink some excellent wine.

In time he found that while you can take the boy out of the business, you can’t take the business out of the boy. John became eager to find ways to use his skills and experience in entrepreneurial enterprise to contribute to his new community. Following a six-month internship with world-renowned agriculturalist John Jeavons, he started a business growing and selling market greens. Seeing that the area was, for many, a great place to live but a tough place to make a living, he also began consulting with small local businesses – especially wineries. John helped them organize and build financial and data systems to vastly improve their record keeping and sales. He found purpose in helping small business owners and wanted to help more.