About
We are practitioners with years of situational experience
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.

Michael Crafton
Entrepreneur, CEO, Advisor, Industry Disrupter
Michael Crafton is a dynamic entrepreneur and transformation strategist who founded 323 Ocean to help 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. Best known for turning an $800 startup into Nelbud Services Group, one of the nation’s largest fire and life safety companies, he has orchestrated three successful exits and guided nine acquisitions while serving more than 40,000 customer locations. Michael blends executive discipline with entrepreneurial grit, leveraging AI-driven systems, people-first leadership, and his 4CAP performance framework to build resilient, growth-minded cultures. At 323 Ocean he now channels that experience into advising executives and investors who want to unlock enterprise value quickly.
Michael began in 2005 with a pickup truck and handwritten invoices. Within fifteen years he had expanded Nelbud to more than twenty offices nationwide and attracted private-equity partners who funded a series of strategic acquisitions. When economic shocks arrived he did not retreat. During the 2008 downturn he automated field operations and secured national contracts that exponentially grew revenue. In 2020, after a seventy-percent pandemic-related attrition, he rebuilt the model, restored volume, and delivered record earnings inside nine months.
Throughout these cycles he held firm to his Employees First, Customers Second ethos. The approach reduced acquisition costs, raised customer lifetime value, and earned seven Top Workplace awards. To institutionalize the mindset he created 4CAP, a development framework that strengthens leaders across physical, mental, emotional, and spiritual capacities, making them Capable, Able, and Prepared.
Michael serves on the boards of Polygon Composites, Freije Engineered Solutions, Lushin and Associates, and YPO Indiana, where he is Chapter Chairman.
Away from the boardroom Michael pushes his limits through endurance challenges such as SEALFIT Kokoro, running with the bulls in Pamplona, and more. These experiences reinforce resilience and humility. He holds a B.S. in Business from Indiana University and brings a global, adventure-driven perspective to every engagement, grounded in performance, purpose, and high standards.

Ann Marie Moorman
Client Liaison, Strategic Planner, Project Coordinator
Ann Marie Moorman is a dedicated professional currently serving as a key support and operational figure at 323 Ocean. With experience in the financial services and hospitality industries, she excels in coordinating complex projects and events, enhancing efficiency and client engagement. Ann Marie has a proven track record in managing large-scale promotional initiatives and supporting executive operations. Leveraging advanced AI technologies, she optimizes processes and drives strategic initiatives, contributing significantly to the seamless delivery of our objectives. Her strategic acumen and innovative approach make her an invaluable asset to 323 Ocean’s continued success.
Proven Results
Strong
Foundation
Reputation For:
- Quickly assessing opportunities
- Scaling enterprises through acquisitions
- Deploying organic growth accelerators
- Market diversification
- Surgeon-like precision
- Gaining companywide buy-in
- Enterprise value creation
Progressive
Thinker
Advanced Understanding Of:
- Cloud-based technologies
- AI & machine learning
- Natural language progression
- Business analytic platforms
- Metrics that matter
- IT interconnectivity
- Predictive analytics
Situational
Experiences
Pivoted Businesses Through:
- Impossible start-up conditions
- The economic downturn of 2008
- Uncomfortable capital issues 2016
- Challenging acquisition integrations 2017
- The Pandemic of 2020/2021
- Crisis Management 2023
- Organizational Restructure 2023
The 4CAP Concept
The “4CAP” concept is designed to embody the essence of true being. I am not a traditional coach or consultant. Instead, I see myself as a guide, assisting you in your quest for heightened awareness and consciousness that can lead to true presence.
4CAP does not follow a rigid program or template. The path we take will be shaped by our interactions, ensuring a tailored and holistic approach that resonates with your individual needs.
4
CAP
Concepts
The “4CAP” methodology is designed to influence how you think, act, and experience life personally and professionally. The essence of the future is shaped by our ability to be present. However, genuine presence can only be achieved once we’ve addressed and reconciled with our past. Many of us carry deep-rooted issues, often unbeknownst to us, influenced by multi-generational DNA imprinting that defines our very essence. Our journey will begin with understanding these imprints, followed by shedding this baggage to achieve a state of true presence.
4CAP does not follow a rigid program or template. The path we take will be shaped by our interactions, ensuring a tailored and holistic approach that resonates with your individual needs.