Meet Your New Support Team

As we move into this new chapter together, we want to introduce the key members of our leadership and support team who will be working closely with you during the transition and ongoing operations. Each person has a specific focus area to help ensure the business continues running smoothly from day one.

Cody Barton, CEO: The Visionary Leader
Cody oversees company vision, strategy, and long-term growth, ensuring every department stays aligned and the business continues to thrive under its new structure.
A lifelong entrepreneur, he built his first company at 17 and scaled it to $3M by 21. Since then, he has led multiple 7- and 8-figure companies. Cody is passionate about building people-first, performance-driven businesses.
When to Reach Out
  • High-level strategic direction
  • Partnership opportunities
  • Leadership alignment & development
Team Structure

Direct Reports:

  • Adriana Lane, Head of Operations
  • Dr. Ben Blakeney, Fractional CFO
  • Rachelle Joll, Executive Assistant
Adriana Lane, Head of Operations: Execution Expert
Adriana manages day-to-day operations and ensures alignment across all departments, overseeing HR, internal systems, and process development to keep the business running smoothly.
With over a decade of experience leading operations for high-growth companies such as Uber, Yelp, and Indeed, she’s the architect behind the systems that make our portfolio efficient, scalable, and profitable.
When to Reach Out
  • Operational challenges & inefficiencies
  • Cross-departmental projects
  • Resource allocation & planning
  • HR questions & support
  • SOP/process development & updates
Team Structure

Direct Reports:

  • Janet Beck, Financial Controller
  • Kelley Muro, Technology Expert
Janet Beck, Financial Controller: Guardian of Finances
Janet leads our finance and accounting functions, ensuring accuracy in payroll, accounts payable, and monthly reporting. She works closely with each team to maintain clean financials and timely reporting.
With a strong background as a controller in the home services industry, Janet also built StartVirtual’s bookkeeping department from the ground up—bringing structure, precision, and sustainable growth to every financial process.
When to Reach Out
  • Financial reporting
  • Payroll processing
  • AP requests & questions
  • End-of-month close items
Team Structure

Direct Reports:

  • Mau, Bookkeeper
  • Deana, AP Specialist


Kelley Muro, Technology Expert: Innovation Driver


Kelley manages the company’s technology stack—including the CRM, website, automations, and integrations that power both internal operations and client experiences.
He helped build The Perfect Clean’s systems from the ground up and continues to drive innovation across our portfolio. As the founder of North Commerce, Kelley specializes in creating high-performing digital platforms that optimize funnels, increase conversions, and accelerate growth.
When to Reach Out
  • CRM updates
  • Website management
  • Workflow automations
  • General IT coordination
Team Structure

Direct Reports:

  • Carren, CRM Support
Dr. Ben Blakeney, Fractional CFO: Strategic Partner
Ben provides financial strategy and oversight across the organization, including forecasting, budgeting, and cash flow management.
With over 18 years of financial leadership experience, he guides company leaders in maintaining financial health and long-term profitability. As a Professor of Accounting at Black Hills State University, Ben blends academic precision with real-world financial expertise to support data-driven decision-making and sustainable growth.
Ideal For Discussions About
  • Long-term financial strategy
  • Budgeting & forecasting
  • Cash flow optimization
  • Strategic financial planning
Collaborative Approach

Works closely with Janet, bridging strategic vision with operational execution to ensure financial health.


Our Core Values

At the heart of everything we do are four core values that guide how we work, make decisions, and show up for each other and our clients. These principles define our culture and ensure we grow with integrity and impact.

1
We Think We Not Me

We believe in collaboration over ego. Success is a team effort, and we win together by supporting each other and putting the greater mission first.

2
We Do The Right Thing

Even when no one is watching, we choose integrity. We keep our commitments, own our mistakes, and act with honesty and transparency in every situation.

3
We Are Results Oriented

We measure success by outcomes, not effort. We stay focused on goals, take accountability for performance, and continually raise the bar to deliver exceptional results.

4
We Bring Solutions Before Problems

We approach challenges with initiative and ownership. Instead of focusing on obstacles, we lead with ideas, actions, and a mindset of continuous improvement.


What to Expect in the Next 90 Days

Over the next three months, our focus will be on building a strong operational foundation—streamlining systems, improving visibility, and setting the business up for long-term growth.

Here’s what you can expect from each department during this transition:

Finance

Our finance team will take the lead in standardizing and strengthening all financial processes.

  • Transition internal bookkeeping into our shared system.
  • Run payroll to ensure accuracy and timeliness.
  • Conduct end-of-month closes and monthly financial reviews.
  • Build a rolling 13-week cash flow forecast for better visibility and planning.
  • Review margins and identify cost-saving opportunities to improve profitability.
Operations

Our operations team will focus on structure, leadership alignment, and efficiency.

  • Integrate EOS (Entrepreneurial Operating System) into the business.
  • Define the company’s mission, vision, and annual plan for the upcoming year.
  • Develop a clear accountability chart and performance scorecard.
  • Launch weekly leadership meetings for communication and traction.
  • Begin documenting SOPs and standardizing key workflows.
  • Standardize the client onboarding experience for consistency and scalability.
Technology

Our technology team will strengthen your digital infrastructure and lead generation systems.

  • Implement a company CRM to organize client data and track leads.
  • Refresh the company website to better represent the brand and attract new business.
  • Build and integrate automation to support efficient workflows and improved client communication.
  • Address quick inefficiencies through automation or additional team support.

By the end of the 90 days, the business will have a solid foundation for growth — with clean, accurate financials, clearly defined systems and accountability, and technology that supports both efficiency and expansion.

Our goal is to create clarity, consistency, and confidence across every area of the company so the team can focus on what matters most: serving clients, driving results, and growing together.