Cheryl Krauth is a tenured college professor, expert tech consultant and successful entrepreneur. With an MBA and BS obtained at the University of Florida in Gainesville, Florida her business savvy is always progressive and she's able to spot trends before they happen.

With twenty four years in the Information Technology industry, Cheryl has, for the past fifteen, served as an IT professor at Santa Fe College in Gainesville, Florida. Additionally, Cheryl served as the Coordinator of the Networking Services Technology program which includes an A.S. degree, three certificate programs and continuing workforce education.

As an entrepreneur, in 2004 Cheryl purchased Wild Iris Books. Since then she's established wildirisbooks.com (currently attracting over 5,000 unique visitors per month) and opened the Wild Words Cafe; housed in the store. Under Cheryl's ownership Wild Iris Books has garnered national attention, the most recent being a five page editorial in the top industry magazine for the mind, body, spirit market sector, New Age Retailer. Her experience with Wild Iris Books has helped her to thoroughly understand the internet marketplace and the challenges faced by an independent entrepreneur entering the internet marketplace.

Always an innovator, Cheryl's early career included seven years with the American Red Cross where she served as Manager of Information Services and Director of Health & Safety for the Northeast Florida Chapter. In this role she helped develop a database system to manage class registrations and disaster services case management. This system was later adopted by the National Red Cross as their standard.

Taking her innovative spirit further still, Cheryl helped develop the multi-vendor e-commerce site, Wild Iris Market, slated to become one of the world's leading LOHAS resources on the Internet.

Cheryl’s community activities include establishing and serving as board chair for Protect Gainesville's Citizens, board membership for the Unitarian Universalist Fellowship, membership in the Jacksonville Community Council, Inc. AIDS Taskforce and serving as the Vice Chairman of Duval County's Drowning Prevention Coalition.

Erica Merrell, an accomplished inventory and quality control expert, has almost a decade of upper level managerial experience under her belt. Beginning at Borders Books in Miami, Florida, Erica guided a team of 30+ associates to excel in inventory flow, customer service and in-store events thus increasing overall profits while producing annual audit scores well above the corporate average.

As the Senior Secretary to the Department of Family, Youth and Community Sciences (University of Florida, Institute of Food and Agricultural Sciences, Gainesville, Florida), Erica coordinated agent in-service and youth trainings while overseeing the resource support team and total resource distribution for the Florida County Extension Agents. In this position Erica was, also, responsible for the managed invoicing and disbursement of grant related funds in excess of $100,000.00.

For Planned Parenthood of North Central Florida, Gainesville, Florida Erica, once again, shone as manager of a $2,500,000.00 budget. Developing the clinic's budget and strategic plan, she instituted many diverse community service programs such as HIV and HPV testing with a special concentration on reaching out to victims of sexual violence. Doubling as the Quality Manager, Erica selected and trained Planned Parenthood staff.

Currently, Erica serves as Executive Director for Friends of Wild Iris and is a full partner in Wild Iris Books, Gainesville, Florida. She is also a partner in wildirismarket.com, which is poised to become one of the largest LOHAS e-commerce sites on the Internet.