The reason we exist
Every business has a story — and every story eventually gets complicated.
Some businesses begin with an idea. Others begin with an opportunity, a family legacy, or the determination to build something that will endure. But as an organization grows, the story grows more complex — operational pressures increase, markets shift, leadership responsibilities expand, and family relationships intersect with business decisions. What once worked may no longer be enough for the next stage.
Before you can solve the right problem, you must first identify what is actually causing it.
A shared responsibility
Confidential, and genuinely independent.
What it looks like
Declining profitability that appears to be a sales problem.
A stalled expansion that appears to be a market problem.
Conflict in a family business that appears personal.
What it often is
Operational inefficiency quietly eroding margin.
An organization without the capacity to support growth.
Unclear authority, undefined roles, or no workable succession plan.
The story behind the firm
A business perspective formed over generations.
ID2Solve began long before it carried its current name. Its founder, George Michael DeMoya, grew up around a second-generation, family-owned international business established in 1967 — exposed from an early age to the realities of operating a company, managing commercial relationships, and protecting a family enterprise through changing economic conditions.
Growing up in Miami — a gateway between the United States, Latin America, the Caribbean, and global markets — gave George a firsthand view of how business crosses borders, and how relationships, trust, logistics, and sound judgment separate a lasting venture from an expensive mistake.
A business cannot be understood through its financial statements alone. It must be understood from the inside — as a living system of people, processes, decisions, relationships, risks, and responsibilities.
Identify
Separating symptoms from causes.
ID2Solve began long before it carried its current name. Its founder, George Michael DeMoya, grew up around a second-generation, family-owned international business established in 1967 — exposed from an early age to the realities of operating a company, managing commercial relationships, and protecting a family enterprise through changing economic conditions.
Growing up in Miami — a gateway between the United States, Latin America, the Caribbean, and global markets — gave George a firsthand view of how business crosses borders, and how relationships, trust, logistics, and sound judgment separate a lasting venture from an expensive mistake.
ID2Solve began long before it carried its current name. Its founder, George Michael DeMoya, grew up around a second-generation, family-owned international business established in 1967 — exposed from an early age to the realities of operating a company, managing commercial relationships, and protecting a family enterprise through changing economic conditions.
Growing up in Miami — a gateway between the United States, Latin America, the Caribbean, and global markets — gave George a firsthand view of how business crosses borders, and how relationships, trust, logistics, and sound judgment separate a lasting venture from an expensive mistake.
A company grows faster than its systems can support.
Leadership delays addressing an operational weakness.
An international opportunity is pursued without validation.
Responsibility is assigned without matching authority.
Family relationships prevent necessary conversations.
A succession plan exists informally but was never structured.
Management treats symptoms while the real problem grows.
Specialized advice ignores the organization as a whole.
Many problems aren't caused by a lack of effort or intelligence — they develop from incomplete information, outdated assumptions, and fragmented advice. That realization led to the creation of ID2Solve.
Why ID2Solve was created
Specialists answer their piece. Someone has to see the whole.
Attorneys address legal matters. Accountants examine financials. Brokers facilitate transactions. Each brings real expertise — but the owner is still left to understand how all of it affects the organization as a whole. That is where the gap opens: a recommendation may be technically correct but operationally unrealistic; a market may look attractive but be commercially unsuitable; a succession strategy may be financially sound yet impossible to implement.
ID2Solve doesn't assume the obvious problem is the real problem. It evaluates the organization's circumstances, identifies the forces affecting performance, and helps leadership determine what must be corrected, strengthened, or reconsidered — so decisions turn into action rather than a report on a shelf.
A different vantage point
Built by someone who has sat where business owners sit.
There is a difference between advising a business from the outside and carrying responsibility for it from the inside.
George Michael DeMoya has felt the pressures owners carry — balancing profitability, people, customers, family expectations, risk, reputation, and long-term continuity, often all at once. For that reason, ID2Solve doesn't arrive with generic formulas. Every organization has its own history and definition of success. The firm begins by listening, investigating, and identifying — and only then moves toward solving.
One business reality
Three services, connected by one business reality.
Operations, Import & Export, and Family-Business matters are often treated separately. In practice, they overlap constantly.
Asesoría Operativa
An importer's margin pressure may come from internal inefficiency, not supplier pricing. Growth may require redesigning operations first.
Asesoría de Importación y Exportación
A family company may want a new international market but lack the leadership structure to carry it — ambition blocked by an internal gap.
Asesoría familiar empresarial
A succession decision can affect banking, partnerships, employee retention, and customer confidence — well beyond the family itself.
How the work begins
Taking the time to understand.
Before recommending anything, ID2Solve works to answer the questions that actually matter:
What is happening — and why is it happening?
Which problems are symptoms, and which are root causes?
What risks are being underestimated?
What decisions have been postponed?
What must change for the organization to move forward?
Many problems aren't caused by a lack of effort or intelligence — they develop from incomplete information, outdated assumptions, and fragmented advice. That realization led to the creation of ID2Solve.
Four principles
The principles behind every engagement.
Operations, Import & Export, and Family-Business matters are often treated separately. In practice, they overlap constantly.
01
Identify before prescribing
Recommendations should follow investigation — not assumptions. The diagnosis comes before the prescription.
02
Address the business as a whole
Operational, financial, commercial, leadership, and human considerations are interconnected — and treated that way.
03
Deliver practical direction
Advice must be realistic, understandable, and capable of implementation — not theory that can't survive the business.
04
Protect long-term value
A decision should not solve today's problem by creating a larger one tomorrow. Continuity is part of the answer.
Independent thinking. Direct advice.
An independent perspective — and the willingness to say the difficult thing.
ID2Solve is not tied to a software platform, logistics provider, financial product, or predetermined solution. Recommendations are based on the client's realities — nothing else. The firm is also prepared to raise questions others may avoid: challenging an unsupported assumption, questioning whether an organization is truly ready for growth, or naming a family-business issue postponed too long.
The cost of identifying a difficult issue early is usually far lower than the cost of addressing it after it has affected profitability, employees, customers, or the future of the company.
Helping leaders see their organizations more clearly.
ID2Solve doesn't promise effortless transformation — meaningful improvement takes commitment, accountability, and the willingness to confront difficult realities. What the firm provides is a trusted advisory perspective built on experience, objectivity, and a genuine understanding of the responsibilities owners and executives carry.