Eric Larson, President
Mr. Larson has almost 20 years of experience working in the automotive and technology industries with public and private companies. He has been with 5square since it's inception, and has been instrumental in helping set the company strategy and direction. Mr. Larson leads all sales, support, product, marketing, and financial activities at 5square. He is also serves as an advisor to Folsom Lake Nissan and has worked with them since their purchase by the current ownership group.

In addition to his work with 5square and Folsom Lake Nissan, he has worked with or been a consultant for many automotive related companies including: JD power and Associates (now a McGraw-Hill Company), Superior Industries (NYSE:SUP), Racing Champions Inc (Now RC2, Nasdaq:RCRC) and Diamond Ridge Motor Sports.

Prior to joining 5square.com, Mr. Larson served as Senior Vice President and CFO of Nomadix, Inc., acquired by MagiNet, a leading venture backed suppler to the Wi-Fi public internet access market. In that role, he provided leadership, vision and strategic direction for the company during periods of significant growth and change. Additionally, he was responsible for all general and administrative functions of the company, including finance, legal, investor relations, IT, human resources, tax, treasury, and business development. During his tenure, Mr. Larson was responsible for several rounds of venture and debt financing and for helping strike key OEM relationships. These accomplishments helped the company received numerous awards as one of the fastest growing companies in the LA area including a fourth place ranking on Deloitte & Touche's "Technology Fast 50". Mr. Larson also acted as a member of the company's Office of the President.

Before joining Nomadix, Mr. Larson spent nine years at Arthur Andersen L.L.P. where he served as Manager in its Enterprise Division. While at Arthur Andersen, Mr. Larson specialized in audit and business consulting services for automotive, high technology and manufacturing companies ranging in size from start-up to several billions in annual sales.

Mr. Larson holds a B.B.A. in Accounting from the University of Oklahoma and is actively involved in several local business and civic organizations.


Tony Ettaro, CTO/ VP of Engineering
Tony Ettaro has been developing software for consumer and commercial applications for twenty-five years.

Prior to 5square, Tony was with several Fortune 500 companies, including Sun Microsystems, Inc. Citicorp-Quotron, and Symantec Corporation, where he produced products ranging from early Java technology to massively scalable networked systems.

During his long stay at Sun, Tony led many diverse projects including building the operating system used by Intel to operate their worldwide chip making FABS; producing and supporting the software systems that ran Microsoft's Hotmail storage arrays; and, as GM of the internal startup, JavaOS Products Group, leading the effort to produce the first commercial implementations of Java for in car telematics systems, working in cooperation with GM Onstar, Delphi, Ford, Visteon and BMW.


Troy Smock
Troy has nearly a decade of Automotive Software expertise from AutoTown, Cobalt, Higher Gear and 5square. In each of these companies, his primary role has been Product Management and to serve as a Subject Matter Expert for Desking and F&I. He was instrumental in the asset sale of AutoTown to the Cobalt Group in 2004.

At 5square, Troy is currently responsible for several vital areas that include Product Management, Product Strategy and Business Development.

He has a BS in Business Administration with a concentration in Finance and a minor in Computer Science from California State University.


Joe Ingram
Joe has nearly a decade of automotive expertise in the highly competitive Southern California Market. He has spent his time at Toyota of Cerritos, Lexus of Cerritos, Shaver Auto Center, and The Shaver Super Store. In each of these companies, he was tasked with and successfully accomplished: increasing units sold, improving gross profit, both in sales and in finance, increasing customer satisfaction and developing aggressive customer loyalty programs. He also initiated and developed very successful Business Development Centers within these dealerships. He also has successes in the fixed operations arena.

Continuing his experience in the Automotive Industry, Joe went to work for the Joe Verde Group, in his roles as sales manager and business development manager, he assisted in the development of new processes and sales strategies that expanded their internet product sales. Joe trained internal sales personnel on "The keys to telephone negotiation", "Handling the difficult customer" and "How to properly sell face to face". He also spent time developing online content and creating/outlining future training classes for the organization.

Prior to being in the automotive business, Joe spent 10 years working for TRW's (now Northrop-Grumman) aerospace manufacturing division, running two manufacturing divisions. Joe entered the sales arena while working for a national criminal defense law firm in Santa Monica California, where he was responsible for creating and training both the internal and outside sales teams. While achieving record sales and profits, he developed a true desire to sell. He attributes his sales style and work ethic to the experiences he had and the lessons he learned with both of these companies.

Joe has his Electrical Engineering Degree, AFIP Certification, and has also graduated from Chryslers' Dealer School.

At 5square, Joe is currently responsible for several key areas that include Sales Operations, Product Strategy and Assisting in Business Development.