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Our Team

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Anthony Gaeto
CEO, President, and Co-founder
Anthony Gaeto has spent his entire business life leading his own companies with innovative and successful concepts. Gaeto attended the University of North Carolina and the University of South Florida, and in 1983, he founded What's Amatta You Pizza. Under his guidance, the company grew to a successful regional franchise with seven stores delivering fresh pizza throughout the Tampa bay region. In 1990, Gaeto sold the company. Following that, the forward-thinking businessman founded Prism Auction, a national auction company that liquidated assets for such recognized names as Discovery Zone, Denny's, Little Caesar's Pizza, and Morton's Steakhouse. This auspicious endeavor operates coast to coast, and Gaeto continues to serve as Chairman.

In 2000, Gaeto created a novel business model with This site serves as a marketplace for people wishing to sell their products online and promotes sales through category owners' "Netchises". Understanding that the best way to demonstrate the usefulness of a product or service is to model it, Gaeto started three model Netchises,,, and, as examples to those customers. However, the businessman's expert understanding of enterprise proved itself again, as those examples grew to be prosperous enough that Gaeto decided to organize another company. In 2002, Gaeto co-founded Web Direct Brands, Inc. This company would focus on bringing a higher level of quality and service to specialty websites. Today, Web Direct Brands Inc. owns and manages over 50 specialty websites and is the largest seller on the web for goods such as autoharps, tomato milling machines, swimming pool safety fences, and driveway gates and gate openers.

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Jerry W. Koehler
Jerry W. Koehler earned his doctorate in Communication from Pennsylvania State University in 1968. Upon graduation he became the Special Assistant to the Chief Executive Officer at the Teachers Management and Investment Corporation in Newport Beach, California. Later, he joined the American Express Investment Management Company and became a worldwide leader in sales. Between 1972 and 1976, Dr. Koehler was Director of the University of California's Executive Program. Following UC, Dr. Koehler joined the University of South Florida where he served as Assistant to the President, Dean of Extended Studies, and Department of Management Chair, and where he presently serves as a Professor of Management. Dr. Koehler has also served as Deputy Secretary for Florida's Department of Labor and as a full time consultant to Honeywell Space Systems. He has authored or co-authored twelve books, and numerous papers and articles. Dr. Koehler assisted Mr. Gaeto in establishing What's Amatta You Pizza, Prism Auction Inc., and United Auction Affiliate.

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Sara Yuan
Purchasing Manager
Sara is a graduate from A. I. B. Polytechnic College, Guangdong, China. This ancient city is nestled the south of China and is a close major city to a large concentration of manufacturers. This environment provided the background for Sara's education and early employment guiding incoming global purchasing agents. After receiving her degree in Marketing, Sara became the purchasing manager for Web Direct Brands, Inc.

Living and working in the region allows Sara to apply her education and experience by visiting the manufacturers we work with to develop our product lines. This unique relationship ensures a strict quality control is kept and our inventory is exported in a timely manner. Sara is able to observe the engineers and production staff on a daily basis, ask them questions, and communicate the information back to our US purchasing and design staff. She also coordinates the consolidation and shipment of incoming containers to our US facilities.