A fractional COO in Tyler and East Texas. With a track record that is not local.
NOiC is an operator studio based in Lindale, Texas, run by Brice Horrigan. It works with business owners in Tyler, Lindale, Longview, Whitehouse, Bullard, and across East Texas, and with clients nationwide. The work is embedded operations rather than advice: offer and pricing architecture, the path from enquiry to started customer, acquisition, and the operating systems that take the owner out of the middle of every handoff. Brice is COO of a men’s telehealth company and of a hormone clinic, and has taken a business from zero to multi-million in annual revenue in twelve months. He is twenty minutes from Tyler.
Two of these are down the road. Two of them are nowhere near it.
The usual choice an East Texas owner gets is a local generalist who has never run anything at scale, or a firm three hours away that will send an account leader who has never met you. This page exists because there is a third option, and the evidence for it splits cleanly in two.
Here
East Texas businesses
Lindale, TX
Cash-pay physical therapy. 3x monthly revenue in 5 months, not indexed to #1 on Google, and no second therapist hired to carry the volume.
East Texas, serves nationwide
A live engagement. An East Texas agency whose clients are all over the country, which is the same shape as most businesses here that grow past the county line.
Not here
National operating scale
Men's telehealth, national
Zero to multi-million in annual revenue in 12 months. Built from nothing across acquisition, retention, clinical leadership, and reporting. Run directly as COO, not advised from the outside.
Hormone and wellness
2x revenue and retention. Churn, failed payments, and reporting fixed, largely on the same patients, finally counted and kept properly.
Local is not the qualification. It is the convenience.
Being nearby does not make somebody good at fixing a business. Plenty of businesses in this region have paid a local advisor for a year and gotten a tidier version of the same problem. What being nearby actually buys you is small and real: the first working session can happen in the room, the handoff at the end can happen in the room, and nobody is billing travel to get here.
The qualification is the other half. A business that has gone from nothing to multi-million in twelve months has already broken in every place yours is about to, and the person who fixed it in that one is not guessing about the order in yours. That is the part that usually is not available at this distance, and it is the reason to read the rest of this page.
The honest version of the pitch is that you get both without paying for a firm. One person, in the business, working the same five standards used on a telehealth company doing millions and on a solo practice in Lindale, because underneath the vertical the constraint is nearly always the same one.
The market grew faster than the businesses inside it.
Lindale had 6,111 people at the 2020 census and is around 7,670 now, growing near 3.9 percent a year. Smith County is at roughly 255,000, up about 21 percent since 2010. Lindale is growing close to three times faster than the county it sits in.
That is good news that arrives as a problem. Demand shows up before structure does, so the business takes on more volume with the same number of people who can make a decision, and every new customer adds one more thing that ends on the owner’s desk. Revenue reads as progress, which is exactly why the extra work gets absorbed instead of fixed. Growth is what turns an owner into the bottleneck, and this region is growing.
+26%
Lindale population since the 2020 census
6,111 to roughly 7,670
3.9%
Lindale growth per year
About 3x the county rate
255k
Smith County population
Up roughly 21% since 2010
Source: U.S. Census Bureau and current population estimates
East Texas, and anywhere the work is.
Lindale is the base. Tyler is twenty minutes away and is where most of the businesses are. Longview is an hour east. On-site is available across that area when it earns its place in the schedule, and the rest runs the same way it runs for a client in another state.
The five questions people here ask.
Send me the business. I reply with the one thing I would fix first.
One URL, what you sell, and one sentence on what is broken. No call, no sequence, no proposal on the back of it. If the honest answer is that you do not need help, that is the reply you get. If you would rather do it over coffee in Tyler, say so in the sentence and we will.
Get a look
Send me the business. I will tell you the one thing I would fix first.
Leave your details. I look at the business and send the one thing I would fix first. No sequence.