We wanted a name that spoke to the core of what our business and our service is all about. The heart of our business is about helping entrepreneurs count the cost of starting or expanding their business so they can can make informed decisions about their course of action.  While reading one day I started down a rabbit trail about the origin of the phrase 'count the cost' and found that in Greek it translates to psephizo, and that the word psephizo also means 'pebble'.  That's where the name comes from and it's a great fit for who we are.


This early drawing shows Romans counting with pebbles, this may be both mathematically and linguistically the origins of calculus. Don't worry, you won't need any calculus to build a great Pebble Plan.

  • In Greek the word Psephizo means both 'count', as in to count the cost of something, as well as 'pebble', because early civilizations used pebbles to count & calculate.

  • Pebbles are individually small, yet when combined they are the indispensable for creating solid foundations (for both buildings & businesses)

  • We are business geeks and fans of interesting history.

  • "Which of you, intending to build a tower, does not first sit down and count the cost?" I'm pretty sure this question was being asked to a group of entrepreneurs.



A good friend and mentor of mine once told me, "Only a real friend will tell you when you've got a booger on your nose."  Thankfully, we never had another conversation about boogers, but we had lots more conversations about success and what it means to be successful.  I took that lesson to heart when I counseled entrepreneurs who said they were ready to start their business, but their plans were full of holes.  In order to be honest (the first step in being a true friend), I had to point out the holes in their plans and risk them getting mad or embarrassed.  Very few did, instead almost all of them were overwhelmingly thankful that someone took the time to help them see what they could not.  

It turned out that most of them had talked themselves into starting a business first, and then tried to figure out how to do it.  They already told their friends & family so they felt emotionally committed, and they had already started spending money so they felt financially committed, but they didn't commit to learning what they needed before they launched.  Inside they were saying one of two things:  1.  I hope I learn this fast enough to make it work, because if not it will wreck my financial future.  -or-  2.  I'll figure it out when I get there, it cant be worse than how I feel right now at my job.  Almost every time, they were making decisions out of feelings of fear or desperation, and it's hard to learn and make good decisions under that kind of stress.  I ended up being good friends with dozens of the hundreds of small businesses I have worked with, I don't always have good news for them, but they know that when I press them on a difficult point, or help them see a hole in their plans it is because I want the best for them and don't want them to walk into a bankers office and try to get a loan with a booger on their nose.  

When I designed Pebble Plan, getting people out of that fear & desperation mindset was at the heart of what I wanted the app to do.  To do that we have made the app easy to navigate, made it super easy to get help, easy to see your progress, and made it hard to get lost, so you are less likely to feel stuck and stressed out.  I am overjoyed that users consistently say things like, "I didn't even think of that" or "how was I supposed to know that", because that comes from a place of learning, not fear or desperation.  If you want to learn your business as you create a plan your lender will love, we can help with that.  It will take some work, and you may be confronted with changes you don't want to make, but it's much easier to change your plans than to change your business after you get started.    

If you have already started your business and you are figuring out that there were somethings you should have learned before you got started, we would be glad to help you learn those things now and build a plan to turn things around.   

We look forward to working with you.



  • Plans don't build businesses, entrepreneurs do.

  • The plan document just helps organize & showcase what you know.  The best way we can help you make a better plan is to help you know more and communicate it more easily.

  • There are tons of successful small business owners that don't like to write and haven't done anything beyond basic math since high school.  Treating business plans like a test that somehow shows you are ready to run a business is wrong thinking; we should be using business planning as an educational opportunity not a hurdle to overcome. 

  • Business plans are only helpful if they are specifically relevant to THAT business, and point out it's unique elements. Helping a business look like every other 'middle of the pack' company in their industry isn't really helping.

  • Choosing not to start or expand a business when you don't have the time or money to give yourself the best chance to succeed is a huge Win.  When the timing is right you will much further down the road to success.



Tracy Pic_edited.jpg

Tracy Shea

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Mark Nair


Byron Taylor

VP of Sales


Jennifer Shea

VP of Service