#304: Helping Dogs Live Healthier Lives at Operation Good Boy with Tom Aiello, USMA ‘93
Service Academy Business Mastermind
Release Date: 12/18/2024
#326: Helping Entrepreneurs Break Into Franchising with Josh Emison, USNA ‘14
Service Academy Business Mastermind
Joshua Emison is the founder of Tracer Franchising, where he helps individuals identify proven, scalable franchise opportunities tailored to their financial and lifestyle goals. With a background in business development and a sharp eye for operational models, he simplifies what’s often a crowded and confusing process in franchising. Josh works across industries to guide clients toward sustainable, long-term ownership—whether they’re exploring their first opportunity or expanding an existing portfolio. A graduate of the U.S. Naval Academy and former Marine Corps Infantry Officer,...
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#325: Inspiring Change Through Filmmaking with Zachary Guerra, USNA ‘00
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Zachary Guerra is a powerful force in storytelling, making the leap from Naval Aviator flying S-3B Vikings to directing multi-million-dollar productions for some of the world’s biggest brands. Over the past decade, Zachary has directed and produced more than 25 high-impact campaigns for global brands such as Apple and ESPN, managing more than $34 million in production budgets. As a Director, Writer, and Producer, Zachary has written 15+ screenplays and...
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#324: From Free Help to General Partner: How a Young Grad Earned His Seat at the Table with Rob Pekarek, USNA ‘21
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Rob Pekarek is an Operations Research Analyst at Air Combat Command and a General Partner in multifamily real estate. On active duty, he serves on the staff of the four-star General commanding ACC, where he leads teams that solve operational challenges across the Air Force using tools like Python, Excel, and PowerPoint automation. His work has improved aircraft scheduling, streamlined data systems, and delivered practical solutions to commanders on base....
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#323: Leveraging Untapped Talent in Indonesia with Jason Williscroft, USNA ‘95
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Jason is the founder of John Galt Services, a Bali-based outsourcing company that connects businesses with high-performing, multilingual talent across Indonesia. With a focus on quality, training, and long-term impact, his team works in person from Bali to deliver reliable, professional support at global standards. A graduate of the U.S. Naval Academy and former Navy Surface Warfare Officer, Jason has spent over two decades leading product...
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#322: Helping Companies Expand into Panama, Latin America, and Beyond with Mario Cortizo, USMA ‘13
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Mario Cortizo is the Founder and President of Maerco Consulting, helping companies expand into Panama and Latin America through strategic market entry, partnerships, and business development support. A West Point graduate and seasoned entrepreneur, Mario combines disciplined leadership with a deep understanding of regional growth opportunities. His career highlights include leading business development for companies with over 200 million users, managing...
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#321: Building the Future of Technology Consulting with C Infinity Solutions and Chris Coughlan, USNA ‘05
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Chris Coughlan is the Founder and CEO of C Infinity Solutions, a digital consultancy helping companies turn big ideas into scalable, AI-powered products. A Naval Academy graduate and former intelligence officer, Chris blends military precision with business innovation to drive real results. After leadership roles at IBM, Wizeline, and Atrium, he launched C Infinity to rethink how businesses build technology — faster, smarter, and with fewer barriers....
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#320: From Navy Command to Executive Coaching: Building Transformative Teams with Jeff Servello, USNA ‘02
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Jeff Servello is a seasoned leader and trusted Principal Advisor specializing in executive coaching, leadership development, and crisis response. A U.S. Naval Academy graduate, he also holds a Master of Professional Studies in Leadership, Education, and Development from the University of Maryland. Over the past 20 years, Jeff has led award-winning teams, managed billion-dollar resources, and coached cross-functional units to high performance in...
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#319: How LCAB Holdings Is Redefining Commercial Construction with Jeff Tegman, USMA ‘07
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Jeff Tegman is the Vice President of LCAB Holdings, a veteran-owned holding company redefining how the commercial construction industry attracts talent, maintains quality, and drives operational excellence. An Army veteran with an MBA in Engineering Management, Jeff leads LCAB’s strategy of acquiring specialized construction companies, building a resilient network that addresses industry fragmentation and labor shortages while raising the standard for...
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#318: From Billion Dollar Success to Redemption: The Journey of Jeff Martinovich, USAFA ‘88
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Jeff Martinovich is a seasoned business advisor, entrepreneur, and U.S. Air Force veteran with a background in finance, leadership, and strategic growth. A former Gulf War officer, he went on to build a billion-dollar investment firm, gaining firsthand experience in high-performance leadership and navigating complexity under pressure. After a highly public legal battle that reshaped his views on resilience and integrity, Jeff now channels his experience into...
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#317: Scaling Success: From Restaurants to Real Estate with Mike Brumagin, USMA ‘89
Service Academy Business Mastermind
Need financing for your next investment property? Visit: Want to join us in San Antonio, TX on June 11th & 12th? Visit: ____ Mike Brumagin is a U.S. Army veteran, West Point graduate, and co-founder of Battle Monument Group, a private real estate investment firm specializing in single-tenant net lease properties. After earning the Bronze Star for his leadership during Operation Desert Storm, Mike spent over a decade building and managing national restaurant franchises before shifting his focus to real estate. At Battle Monument Group, he has led the acquisition of more than 100...
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Want to join us in Tampa on Janary 28th? Visit: https://www.10xvets.com/events
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Tom Aiello is a seasoned marketing executive with over 25 years of experience in corporate and entrepreneurial ventures. A West Point graduate with an MBA from Northwestern's Kellogg School of Management, he has led marketing initiatives for major brands like McDonald’s, Kenmore, and Craftsman. He held leadership roles at Monster Worldwide and Sears Holdings before founding MARCH Marketing, specializing in products for military and veteran families. In 2022, Tom launched Operation Good Boy, a military-inspired dog products company. He also serves as Chairperson of the Board for OnComms, a veteran-owned mobile telecommunications company.
In this episode, we discuss:
- How Tom incorporates military principles and leadership strategies to marketing, advertising, and running a business.
- How his experience at a major advertising agency taught him valuable lessons about consumer psychology, integrated marketing, and turning client criticism into opportunities.
- How his personal experience caring for his sick dog showed him the parallels between the loyalty and selflessness of dogs and military service members, inspiring him to start a military-inspired pets products company, Operation Good Boy.
- Operation Good Boy's rapid growth from zero retail presence in 2023 to commitments for 3,000 stores by 2025, including major retailers like Walmart and Tractor Supply, driven by their premium supplement formulations and military-themed product line.
- Their strategic pivot from a subscription box model to allowing customers more control over their orders, which dramatically increased average order value and demonstrated the importance of "failing fast" and learning from customer feedback.
- The critical importance for consumer brands to have a presence on Amazon along with customer reviews for securing retail distribution deals, and how proper Amazon optimization requires specialized expertise and strategic investment.
- Operation Good Boy's mission to transform pet health in America through education and premium products, while giving back to military working dog organizations and veteran support initiatives.
- How Operation Good Boy leverages military precision in product development, partnering with an airborne ranger veterinarian to ensure their supplements, treats, and toys exceed market standards for quality and effectiveness.
Connect with Tom
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Special thanks to Tom Aiello for joining me this week. Until next time!
-Scott Mackes, USNA ’01