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About DNA Services of America
The mission of DNA Services of America is to provide answers to individuals or professional organizations seeking the truth when it matters most® through DNA identification testing and nutritional genetic testing complemented with genetically-guided supplements (nutrigenomics). We were founded on the principle that our clients are our first priority. We realize that anyone that needs our services needs a sense of peace that can only come if they know the truth regarding their situation. Our Core Values, imperative to our business, employees and franchisees are:
- Perpetual Improvement
- Never become satisfied
- Out-Service EVERYBODY!
- Maximize your territory
DNA Services of America proudly operates "The DNA Way". As a team, our corporate members created a set of principles and guidelines that serve as our "Code of Honor". We fondly refer to this set of guiding principles as "The DNA Way". And, we are dedicated to adhering to them, exactly as they were intended. Below, you will find our list of guiding principles. We invite you to ask any member of our team to describe the full intent of any of the principles listed below.
"The DNA Way"
Team Dedication and Commitment
Excellence in Customer Experience
Growth through Open Communication
Doing what we say we will do
Selling = Seize the Opportunity
Earn Respect-Give Respect... Self/Team/Client
Culture that Appreciates Family
Success through Education
Setting Goals Collectively
Perpetual Improvement |
For more information on our company and the services we provide, please visit our website at www.dnasoa.com.
For more information on our Franchise Program, please call 866.432.7021 or send written communications via e-mail to franchise@dnasoa.com.
Our Management Team
DNA Services of America's management team consists of a complimentary mix of recognized professionals with strengths in a variety of areas imperative to strong business growth and innovation.
Jeffrey A. Martin, President and Chief Executive Officer
Entrepreneur and Visionary Business Leader
 Jeffrey Martin is a seasoned executive with a track record of leading companies
to success by providing clients the highest quality product and an extraordinary
service experience, the principles upon which DNA Services of America
("DNASOA") was founded. Before founding DNASOA, Mr. Martin applied these principles
in both the real estate market and the healthcare industry. He built and sold
a successful real estate development company and turned a flailing insurance
examination company into the largest provider of insurance examinations for the
life insurance industry in his area.
While attending Louisiana State University, Mr. Martin worked for a leading provider
of paramedical services. Upon graduation from LSU with a B.S. in Finance, Mr.
Martin was offered the opportunity to own and operate an independent office for
that paramedical company. Under his dynamic leadership, his organization
experienced unprecedented growth, increasing its revenue by 800% and reached its goal for a remarkable
85% market share. After thirteen years in business, his company had not only become the largest provider
of insurance examinations in his area, but his office was also recognized as the second best office
out of 280 offices company-wide for quality, turnaround time and communication.
Mr. Martin sold his paramedical company in 2005 to strictly pursue development of DNASOA's DNA testing
services and franchise programs. Mr. Martin is passionate about helping those that need answers to
questions through DNA-based testing services in a more personal manner through a community-based
approach, and has committed himself to making a difference by founding DNA Services of America, Inc.
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David K. Martin, Comptroller
As Comptroller of DNA Services of America, David K. Martin maintains and oversees the company's
business information and internal control systems. Mr. Martin brings a wealth of financial, administrative
and governmental experience to the company and our management team. Mr. Martin served seven
years as Deputy Director of the Louisiana Developmental Disabilities Council, an independent state
agency and budget unit of the Louisiana Department of Health and Hospitals. In this position Mr. Martin
administered the agency's annual state and operational budgets as the agency's budget director and
the agency's annually awarded three-year Federal Developmental Disabilities Assistance Grants as the
agency's fiscal director. During his tenure, he regularly testified before the Louisiana Legislative Joint
Committee on the Budget, House Appropriations and Senate Finance Committees.
Mr. Martin was previously General Manager of Metro Enterprises, a division of Arc-Baton Rouge, as well as
General Manager of Foundation Industries, Inc., a diversified vocational organization employing 116
adults with developmental disabilities. He holds or has held a number of gubernatorial appointments,
including:
- Louisiana Serve Commission (2000-2008)
- Louisiana Serve Commission Chair (2005-2007), overseeing the AmeriCorps, Teach for America, Learn
and Serve, Volunteers in Service to America (VISTA) and National Civilian Community Corps programs
in Louisiana
- Louisiana Rehabilitation Council (2002-2006)
- Louisiana Independent Living Council (2002-2005)
Susan Johnson, Vice President of Operations
Susan Johnson's career spans over 20 years in human resources management, both in Kansas City metropolitan
hospitals and at the Ewing Marion Kauffman foundation, a large non-profit Foundation in Kansas
City that
focuses on entrepreneurship and youth development. She completed her Bachelor's of Science degree
in Human Resources and Masters degree in
Management while working full-time. While at the Foundation, Ms. Johnson started her first business in
1999, Visible Image, LLC, which manages websites, fan clubs and databases for musicians around the
United States.
In 2005, Ms. Johnson decided to explore franchise opportunities and after performing due diligence for
possible business opportunities, decided to buy a DNA Services of America franchise because of the
unique service and value it provided to her community. Taking that leap of faith from a
management position with salary and benefits to the unknown world of
managing the day-to-day operations of a DNA testing services franchise was a challenging and rewarding
experience. After almost two years of growing the franchise, Ms. Johnson was asked to join the
management team at DNA Services of America as Vice President of Operations.
As part of the management team, Ms. Johnson provides human resources expertise, maintains
compliance with laws and service center continuity, and provides guidance to franchisees on growing
their own businesses. She is excited about the future of DNA Services of America and passionate about
the services, support and expertise provided in communities around the world.
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Jim T. McCulloch, Franchise Development Manager
Jim T. McCulloch understands what it takes to be a business owner and entrepreneur, a role our potential franchise candidates are choosing for themselves. Mr. McCulloch’s first business start-up was a mobile auto repair business. His experience with this venture led him to start a new business with a better model, McCulloch Automotive, in Manvel, Texas in 1985. He operated this business for seven years and was known for his high-quality automotive repair services, exceptional service experience and community involvement. His reputation as a trusted business owner and sound decision-maker earned him the election onto the Manvel City Council in 1988.
Jim was continually trying to find ways to make his business run more effectively without negatively affecting his quality and service standards. Two things happened because of his desire to perpetually improve – [a] he began computerizing his business himself and found a new passion in the field of computer technology; and [b] he had the opportunity to mentor under the guidance of the No. 1 Exxon distributor in the United States, a chance he could not pass up. Jim went to work for the distributor and obtained a valuable education in business operations and sales from this mentor that continues to serve him today. He then proceeded to explore the computer service business as a career change; however, Mr. McCulloch had to take a leave of absence for approximately three years soon after this transition to act as the family caregiver for his ill grandparents. He returned to the computer service field, though has been exploring new business opportunities since returning to his employment because of his passion for private enterprise, leading him to DNA Services of America.
Mr. McCulloch’s experience as a small business owner, his knowledge of and belief in the importance of relationship development within the community and his empathetic character when called upon to care for his family all tie together to create why Jim McCulloch is an important member of DNA Services of America’s franchise development team. His past experience and personal qualities model our company’s business strategy recommended for all franchise offices.
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Liz Ritchie, Regional Director
Liz Ritchie joined the DNA Services of America team in July, 2007. Ms. Ritchie’s experience reflects that she practices and understands two key qualities needed in a DNA Services of America franchise – outstanding, personal customer service and helping others. Liz has extensive experience in her family’s pest control business, giving her the entrepreneurial insight potential business owners will appreciate as they learn more about franchising and DNA Services of America’s program. She was also employed by Triangle Pacific in Dallas, Texas for three years in a customer service role at the corporate headquarters.
It goes without saying that community involvement is a critical part of the DNA Services of America franchise system. As the mother of three children, Ms. Ritchie engaged herself within her community in Baton Rouge, Louisiana through volunteer work. Ms. Ritchie was a facilitator for school children dealing with death and divorce for Rainbows for All God’s Children, a common issue that relates to family relationship DNA testing; and Auction Chairman for St. Thomas More Church and School in 2005 and 2006.
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