TheraTrack
Owned and operated · TheraMax
Lead-to-revenue tracking for a therapy clinic.
About JR Milligan
A founder-led firm, started in September 2026 by Justin Milligan, who does the work himself: he advises owners on marketing, operations, and AI, and he builds the systems.
There are no employees yet; the plan is to hire as the work grows. The approach comes from time spent on several sides of small businesses: growing up in one, lending to them, working inside one, and running his own.
A small-business foundation
“The cows don't take a day off.”
He grew up about 30 yards from his father's meat market, a business with a handful of employees and a family that came from the meat and farming trades. He cut meat, waited on customers, and, as he got older, learned to watch where the work stalled.
- If the person wrapping at the end of the line had nothing in front of them, he cut steaks to keep them going.
- If a customer walked in with no one free, he stepped out to help, then went back to see what else needed doing.
He also saw how a small business's pressures reach the owner's family. That is why the work is with owner-operated companies.
Banking: the few facts a decision depends on
After studying finance and economics at Western Michigan University, he spent more than a decade in commercial banking at Comerica, moving from credit analysis into middle-market lending, first in Detroit and later in South Florida. He worked with the owners of manufacturers, distributors, and service businesses, alongside their accountants and attorneys.
Banking also taught him how owners choose. Once the price was close, most decisions came down to relationship and trust, and that trust had to be built in good times, before a hard one tested it.
The skill that lasted was the top sheet: a one-page summary that pulled out of a long loan package the one, two, or three facts a credit decision depended on. Making complex information usable for the person who has to decide is still most of the job.
How a top sheet works
Conceptual diagram
Inside a manufacturer and distributor
He then joined Michigan Drill, a manufacturer and distributor based in Miami, as vice president of corporate development, while completing UCLA's Global Executive MBA for the Americas. The role covered bank relationships and financing, analysis for acquisitions, reporting, work with outside accountants and attorneys, and the replacement of the company's ERP system.
What he saw there
It is what the firm looks for now.
- Staff retyped information from one system into another.
- Rows of spreadsheet math were done by hand.
- Reports were read line by line instead of by exception.
- Inventory lived in four databases that synced nightly and still disagreed, so a salesperson answering a quote would walk to the warehouse or call another branch to check the shelf.
The ERP project taught the hardest lesson
The new system went live, and customer service and inventory control improved, but adoption stayed incomplete. Training was offered and not practiced, and staff were told to wait for go-live.
The software was the smaller part of the job. Practice before go-live, and an owner who insists on it, decide whether people use a new system.
His own businesses: marketing that answers the customer's question
His first substantial business of his own started with a KVM switch he liked and could not find sold locally. He contacted the manufacturer, TESmart, and became a US seller of its products, first through BuyTESmart.com and then as AvicoTech. He wrote the listings, built the website, and produced the product education. The AvicoTech YouTube channel has more than 2 million lifetime views as of September 2026.
He also answered the support email, and support shaped the marketing. Customers' own words went into the listings and videos. When a common setup mistake with dual-monitor switches, expecting one HDMI cable to serve two monitors, was sending products back, the explanation moved to the start of the videos, onto a flyer in the box, and onto a sticker on the packaging. The lesson carries into the marketing work today: answer the question that stops a customer choosing or using the product.
The HDMI mistake, answered up front
Conceptual diagram
Formerly owned and operated · AvicoTech
From explaining products to building the systems
For HealthLead, software for marketing therapy clinics, he designed the workflows, screens, calculations, and integrations, and a developer built it.
For businesses he owns in Miami, he built the systems himself with AI tools and without a developer.
TheraTrack for TheraMax
The practice behind the teaching
He uses AI for nearly every part of his own work, from the software his businesses run on to their books.
“I basically forced myself to use AI everywhere.”
That practice is where the teaching comes from. He helped his executive coach set up Claude Code, and the coach went on to build the rest of the website for his book himself.
“If you leave thinking you need to become a developer, I have failed.”