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Tailored approach for any situation

323 Ocean is a Business Advisory and Guidance Company. At the heart of what we do is the relentless pursuit of building and scaling businesses to maximize enterprise value. We don’t just optimize systems; we revolutionize them by integrating cutting-edge automation and AI, transforming operational efficiency into a competitive advantage. We instill a culture of discipline and strong fundamentals, ensuring your business is not only resilient but primed for sustained growth.

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Acquisitions Led
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Recognitions & Awards

THE CHALLENGE

Growth Exposes Every Weakness

The systems that worked at $2M break at $5M and collapse at $10M. Most founders know something is wrong but cannot pinpoint the fix. They are too close to the problem and too busy fighting fires to step back.

The Difference Between Operators & Observers

323 Ocean is a different kind of advisory company. Our founder built Nelbud Services Group from an $800 startup to a national company with twenty offices. He navigated the 2008 crisis, rebuilt from 70% pandemic attrition to record earnings in nine months, completed five exits, and led eleven acquisitions.  We do not theorize about building companies. We have done it. That experience shapes every engagement.

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Our Services

Maximizing Enterprise Value

01

Turnaround
Execution

Hands-on operational turnaround for distressed companies and PE portfolio companies. We step in as interim executives and drive the recovery.

02

Transaction
Advisory

M&A advisory for owners navigating acquisitions or exits. LOI analysis, negotiation support, due diligence management, and closing execution.

03

Systems &
Process Optimization

We diagnose bottlenecks, document processes running on tribal knowledge, and build operational infrastructure that scales.

04

AI &
Automation

Transform operations with AI that amplifies what works. We take a practical approach to automating processes, workflows, and infrastructure, meeting you where you are.

05

Branding &
Go-To-Market

Your brand is not your logo. Strategic positioning, ideal customer definition, and go-to-market strategies that convert.

06

Leadership
Guidance

Gain clarity, strengthen resilience, and navigate complexity with a grounded, intentional mindset. This work helps leaders align who they are with how they lead.

AI Tools Designed for Scale & Efficiency

Membership provides access to a purpose-built suite of AI resources, designed to meet you where you are and scale with your expertise.

Includes:

• Step by step AI implementation guides
• Curated prompt library for common business functions
• Clear comparisons of leading AI tools and resources

Members Area

Who We Work With

Revenue is up but something feels wrong. You are working harder than ever with less to show for it. The systems that got you here are breaking under the load. You need someone who has navigated these growth stages and knows what actually works, not another consultant with frameworks and no experience.

You are considering an exit, have received an offer, or are looking to acquire. You need advisory from someone who has been on both sides of the table. Five exits and eleven acquisitions taught us what buyers look for, how deals fall apart, and what maximizes value. We help you navigate with confidence.

You have achieved success by external measures but sense something is missing. The way you have been operating is not sustainable. You are ready for development that goes beyond business tactics to address who you are as a leader. The 4CAP methodology meets you where you are.

We empower businesses to achieve their full potential through innovative solutions and strategic guidance.

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Limited Engagements

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Execution First

We move beyond recommendations, staying involved through decisions, execution, and measurable outcomes.

Focused Attention

We limit engagements to ensure senior level focus, direct involvement, and real accountability.

Hyper-Customized

Every engagement is designed around your specific situation, priorities, and constraints, never a standard playbook.

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About Ann

Ann Marie Moorman serves as the operational backbone of 323 Ocean, coordinating complex engagements and ensuring seamless client experiences. With experience spanning financial services and hospitality, she brings exceptional organizational capability and client relationship skills to every project.

Ann Marie manages large-scale initiatives, supports executive operations, and leverages advanced AI technologies to optimize processes and drive strategic initiatives. Her ability to coordinate across multiple workstreams while maintaining attention to detail makes her invaluable to 323 Ocean’s delivery excellence.

She ensures that the practitioner experience Michael brings to strategy translates into flawless execution.

About Michael

Michael Crafton founded 323 Ocean to channel decades of building experience into advisory that helps leaders scale with confidence. He is also CEO of Healthcare Chaos Management (HCM), a fast-growing healthcare revenue-cycle company improving financial performance for provider groups nationwide.

Michael is best known for turning an $800 startup into Nelbud Services Group, one of the nation’s largest fire and life safety companies. Over seventeen years, he expanded from a pickup truck and handwritten invoices to more than twenty offices serving 40,000 customer locations nationwide. He orchestrated five successful exits and led eleven acquisitions, learning what buyers look for and how deals succeed or fail.

When economic shocks arrived, Michael did not retreat. During the 2008 downturn, he automated field operations and secured national contracts that grew revenue while competitors struggled. In 2020, when the pandemic caused 70% attrition, he rebuilt the business model from the ground up. Nine months later, the company posted record earnings.

Michael blends executive discipline with entrepreneurial grit, leveraging AI-driven systems, people-first leadership, and his 4CAP performance framework to build resilient, growth-minded organizations.

Throughout these cycles, Michael held firm to his Employees First, Customers Second philosophy. The counterintuitive approach reduced customer acquisition costs, raised customer lifetime value, and earned seven Top Workplace awards. When you take care of your people, they take care of your customers.

To institutionalize this mindset and address leadership development holistically, Michael created the 4CAP methodology. The framework strengthens leaders across physical, mental, emotional, and spiritual dimensions, making them Capable, Able, and Prepared for whatever comes next. The methodology emerged not from textbooks but from personal experience, including completing SEALFIT Kokoro, a 50+ hour crucible with retired Navy SEALs, running with the bulls in Pamplona, and the harder internal work of reconciling with the past to become fully present.

Michael currently serves on the boards of Polygon Composites, Freije Engineered Solutions, Lushin and Associates, and YPO Indiana, where he serves as Chapter Chairman. His selection for YPO Learning Year 2024-2025 reflects peer recognition of his commitment to continuous development.

Away from the boardroom, Michael pursues experiences that reinforce resilience and expand perspective. These adventures, from endurance challenges to global exploration, inform how he approaches business: with boldness, preparation, and willingness to step into discomfort.

He holds a B.S. in Business from Indiana University’s Kelley School of Business and brings a global, adventure-driven perspective to every engagement, grounded in performance, purpose, and high standards.