Ethix Merchant Services was started in San Rafael California

They wanted to find a way to lower people’s expenses for merchant account processing and be able to give some of that money to good nonprofits at the same time

The villain in the story is systemic greed

The internal problem was confusion and misalignment

The external problem was limited resources

The conflict was being entitled and still wanting to make the world a better place

When I met them I offered them a simple process of 1 2 3

They were able to grow their valuation from 1 Million to 5 Million and also able to expand into an automated system that allowed more value to happen with a very small team

They were able to avoid the mistake of lone Wolf itis

They were able to transform from a small startup to a medium sized organization