About Blue Aqua

Blue Aqua was founded in 2018 by Shane Michelli. As an investor, executive, entrepreneur, and consultant, Shane had been part of 40+ brand launches. Most of these launches were successful, but there was the occasional failure. As his team began identifying the causes of failure they began to see similar patterns. The attention span of the consumer was rapidly changing. Behavior patterns were no longer predictable and markets began to become more fragmented. Broad scope demographics and buckets of age/race/sex classifications were yielding to interest based groupings. In an effort to survive and remain viable the brick and mortar retail landscape was changing but the actions taken had the opposite effect as they were causing greater decline. The old way wasn't working. The Blue Aqua team began performing market research, studying consumer psychology, analyzing behaviors, and developing programs to help organizations thrive. They deployed holistic strategies and constantly measured against the market.

Blue Aqua leverages the decades of experience, resources, networks, and tools we have gathered to help you level up your organization. Our experience begins at the operations level and grows out. This ensures we understand the organization’s daily battles. Strategy, Operations, Finance, Human Resources (or lack thereof), Digital Marketing, Amazon, Content Creation, and on and on….

Our services are targeted at one thing, to make organizations successful. We can offer top to bottom turn key services or we can select from our pool of offerings to ensure you get the tools and advice you need to operate smoothly and reach your goals.

Shane Michelli, founder of Blue Aqua, has spent his career in consumer facing roles and dedicated his career to understanding the psychology of the consumer. Whether you are B2B, B2C, B2G, PAC, or Non-Profit, we help you to DEFINE your vision and your value proposition, DESIGN your strategy and offering, and DEPLOY the finished good or service to the market. We call this “Imaging Your Organization in 3D”.