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Fran and Mike

The Men Behind

To cultivate an Internet community for the more than 128 million DIYers by providing easy-to-use online Design Tools and meaningful content. We will be the Internet's one stop solution for home improvement needs.

Why Are We Different?

We'll provide you with everything you need to plan your project; right down to the last washer or fitting...and even give you tips and tricks to complete the job! The Designer Series Software provides a complete personalized Specification Kit, which includes:

  1. A complete "how-to" guide for installation
  2. A suggested materials list with estimated prices
  3. Fulfillment solutions that enable users to purchase, and have delivered, the materials, tools and accessoires they need from zip code-based, contratually affiliated, fulfillment home centers
  4. Referral solutions that enable users to locate contractor and financing sources for their projects.

  • Michael H. Heisler: President, CEO, and Founder
  • Fran W. Anderson: VP Sales and Marketing
  • Danny Gasch: Chief Financial Officer
  • John Benesole: Chief Technical Officer

  • Management Team:

    Michael H. Heisler
    President & CEO

    For 12 years, Michael served as President of North American Digital, a supplier of computer hardware and design software to the home center market throughout North America. He directed a full range of automation issues, including software design and programming, system integration and installation, web development and marketing issues.

    Fran W. Anderson
    V.P. of Sales & Marketing

    Previously, Fran served as President of Planit-Autograph, Inc. - the world leader in kitchen and bath design software. He directed more than 55 programmers, graphic artists, sales, marketing, support, and data entry personnel. Fran also served as President of Masco's Auto-Graph Computer Design before Planit International acquired the company in 1998. Masco is an international leader in the manufacture of home improvement and building products, with clients ranging from Delta Faucets to American Woodmark cabinetry.

    Daniel Gasch, CPA
    Chief Financial Officer

    Danny was the director in charge of the Tucson Deloitte & Touche, LLP office from 1995 to 1998 and in total had 18 years of Big 5 audit experience. Danny oversaw all audit operations and specialized in SEC reporting and high technology companies. He assisted in debt and IPOs, corporate mergers and acquisitions, and real estate syndication.

    John Benesole
    Chief Technical Officer

    John brings more than 15 years of technology experience to He most recently served as the Chief Technology Officer for Rite Aid's E-commerce initiatives. Included in his responsibilities were the company's investments in Prior to his experience at Rite Aid, John was Vice President and Chief Information Officer for Eagle Managed Care, a subsidiary of Rite Aid.

    Growth Potential: is becoming a global community. Today, our web site and its unique Designer Series Software is being used in South Africa, Canada, Australia, Norway, Mexico, and the United States. We hope to broaden our international community by providing new software and fresh content with multi-lingual capabilities, metric conversions and more.

    Corporate Offices:

    Headquarters: Tucson, Arizona, USA

    Sales & Marketing: Lexington, Kentucky, USA

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