He’s a God of Promises: The Story of Abe Moreno
The story of Abe Moreno, recent SENT member and co-founder of Moonbuggy, is one of grace and providence. From his early years in an orphanage grappling with profound suffering to launching a successful video advertising agency as an adult, Abe recognizes Christ’s guiding hand throughout his journey.
Check out our conversation:
Abe pictured with his mother and two older brothers. After his mother’s tragic death, he and his brothers were moved all over the country.
Left image: the Moonbuggy team. Right image: Abe and his family.
How did you get to where you are today? What inspired you to co-found Moonbuggy?
A lot of entrepreneurs have the classic story of hustling as kids and starting their first business when they were 9, selling baseball cards and candy to friends. I never did any of that, but I did start with another valuable lesson on what it takes to be a successful business owner: being comfortable with the uncomfortable.
I’m originally from Seattle. I never knew my dad and when I was 7 our mom was murdered on our front porch by our neighbor. My 2 older brothers and I were hot potatoed through our family, moving from Seattle, to San Diego, to Dallas, in a matter of months. We ended up with our grandparents on my dad’s side that were in their 80’s at the time. Of course, they couldn’t take care of 3 young boys, so they put us in a children's home in Fort Worth. Needless to say, that forced me to grow up real fast and I had to learn how to deal with change and uncertainty.
As I grew up I always knew I wanted to do my own thing one day. First, that started with my love of photography and wanting to have my own business doing that. Then that morphed into me wanting to be a firefighter and have a graphic design business on the side.
I took my first big step in starting my own business in my late 20s by taking a job as a personal assistant. I was doing graphic design at the time and hated the place I worked at so I needed to find a new job, but it was 08’/09’ and no one was hiring. I saw a job posted at church for a personal assistant role for a guy in his early 30s, hiring a personal assistant from his house! I thought to myself, “I don’t care what this guy is doing, I just want to be around him and learn as much as I can.” So I applied and got the job doing part time work for waaaaaaayyyyyy less than I was making at the time. But I saw it as an investment and jumped in. Low and behold, this guy owned a video advertising agency and that’s how transitioned from still art to moving images.
The next big thing that “inspired me” — well, more like catapulted me — was getting laid off from the video agency. After being a personal assistant for a while and learning as much as I could, I transitioned to being a project manager, and then was moved into sales, since I was one of the highest selling producers at the company. The company had meteoric success from the start and then went into steep decline as competition started to enter the market. I got called in on my first day of vacation. I figured more layoffs were coming and the company either couldn't afford for me to be out OR, “it was my time”. As I drove in I knew it was my time, and sure enough it was a “position elimination”.
There’s no better time to start a company than when you get pushed out of the nest against your will. I may never have co-founded Moonbuggy had this not happened, so I’m forever grateful for getting laid off. I had already been thinking of leaving prior to this and thinking to myself, “Man, if I went into business on my own and sold 3 projects in a year, I’d make more than I am now.” Business isn’t quite that easy but it’s also not much more complicated than that. You need to know if the market wants what you do and if the price you can sell it for allows you to have a business. Luckily for me, I was selling a high ticket item (video production) and it didn’t take much for Moonbuggy to get off the ground.
What is the biggest challenge you faced in founding Moonbuggy and how did you overcome it?
Sales. The lifeblood of a business is money in, money out. It took us (6) months to set everything up and land our first deal so that was tough. Luckily, I had some savings that got me through this and we landed a project for (3) videos a few weeks before my savings were depleted. Since we have a high-ticket item, that bought us a few more months of runway and then we quickly landed another multi-video project and were off to the races.
As a funny side note, when we landed the first deal the client sent a check to get started but we hadn’t set up the LLC yet and didn’t have a bank account. So with a $25k check in hand for a company that didn’t exist, we rushed to get everything done. We had a name and website and all, but hadn’t touched the legal stuff until it was a real thing.
Additionally, I’m happy to say that there has only been (1) month I didn’t get a paycheck at Moonbuggy, and it’s because we decided to pay our people and contractors first, and not pass on the net60/90/+ terms to our people. It was an incredibly tough decision to make, and a tough couple of months financially, but is one of the proudest moments in my life: to stick to what I believe and do what I set out to do. We quite literally put our money where our mouth is.
I believe that if you’re really good at what you do and are unfreakinbelievable to work with, then the money will come. Those people will come back for more and bring people with them! It hasn’t been all butterflies and rainbows, but it’s worked so far.
How is Moonbuggy different?
The main thing that excites me about business is building a brand that blows people away with what we do and how we do it. One of my biggest pet peeves in life is when a company takes your money and no longer cares about you, locking you into contracts and hiding fees. It seems so short sighted to not take care of your customers. You gotta be profitable for sure — it’s not a charity — but you gotta do the little extra things to blow people away and that wins people over for life.
As it relates to our culture, to be a light in the world is to be different. Putting people over profits is a big differentiator for us. I find much more fulfillment in giving and think we’re called to lives of service.
How has God accompanied you along the way?
There are a couple of verses that have been a constant in my life and continue to be present as I run a company:
“While we were still sinners, Christ died for us.” — Romans 5:8
Looking back at my life, it’s amazing to see how God has continually provided for me, even before I knew his name — and even after I knew his name and tried to do it myself. I could go on and on, but the short of it is when I find myself getting boastful and thinking I’m awesome because things are going well, that’s usually when things fall apart and I’m humbled. Then I quickly realize my foolish ways and know it’s all His doing.
It’s been crazy to see his plan for my life unfold. For example, I was recently in Austin at a work event with one of the biggest companies in the world, staying at a resort in one of the wealthiest areas. As I sat at this resort in the hills overlooking the city, I couldn’t help but be overwhelmed with how wild it was that I was sitting there: a little orphan kid from TX. It’s mind blowing.
“Count it all joy, my brothers, when you meet trials of various kinds, for you know that the testing of your faith produces steadfastness. And let steadfastness have its full effect, that you may be perfect and complete, lacking in nothing.” James 1:2-4
There are times when I ask God, “Why me?”.… “Why did my mom have to die? Why did I have to grow up in an orphanage? Why can’t I have a family to celebrate my birthday instead of crying myself to sleep? Why was my car stolen/broken into 4x in a few years? Why did my brother die of Covid? Why me?!” I always come back to this verse and it humbles me.
I’ve noticed that the way he designed this world is for us to overcome trials and tribulations. The only way to grow is to go through tough times. Think about it, when you work out, you go to the gym and you’re literally tearing your muscles. I’m sure your muscles are thinking, “Uh, what the heck? I don’t like this! Let’s stop.” But over time, that’s how you get stronger and stronger: tear and heal, tear and heal.
It’s not God doing all of these bad things to us, we just live in a fallen world…BUT! That’s not the end of the story! His story is one of redemption. He has designed this world and His plan is for us to overcome any trial we could ever face, even death!
When God brings me back to Him I realize it’s not Him “doing these things to me.” It’s God who helps me get through all of these adversaties. I’m left still asking the same question… “Why me?” Wow, this amazing deal went through at work, “why me?” Wow I’ve been blessed with an awesome wife and two beautiful kids, “why me?” I have money on hand to help others in need like when I needed it, “why me?” Wow, you sheltered me from the worst outcomes that could have happened to me as a kid and got me past them to see the brighter side… “Why me?!”
Of course my business is impacted by these things because I know God will work it out. No matter how tough things get I gotta stay faithful and keep moving because valleys don’t last forever. He made mountain tops too and I’ll be there soon enough. There will definitely be more valleys in life, but that’s ok as long as I’m with him.
How have you benefited from the SENT community?
I’m still pretty new to sent but the answer lays in the question: SENT community. We’re not meant to do this life alone.
After buying out my business partner out a couple years ago, I was desperate for community. It’s been great connecting with other business owners at events and I’ve enjoyed growing relationships in my Fellowship group.
What’s your biggest lesson from this journey so far?
Fwew! There’s a lot but it can all be summed up with utter dependence on God. Deviate from him and all is lost. Nothing else matters. We’re designed for worship and whether you believe in God or not, we are all in constant worship. When you stop worshiping God and deviate to worshipping earthly things (significant others, health, wealth, hobbies, goals, etc), all of those “gods” you’re putting on a pedestal will eventually crumble and crush you. They can’t fulfil you and will leave you empty and wrecked.
Who has been most helpful to you along your journey? Do you have any advice on how others might be able to find those to walk alongside them in their journey?
My parents. An odd answer for an orphan, yes. And while I don’t have a traditional family, I’ve always gone looking for Moms and Dads. In a sense, I viewed it as a blessing to be able to “pick” the people I looked up to and wanted to be like.
There are so many faithful people out there that are “looking out for the widows and orphans.” So my advice is, find people older than you, that are further along and that you want to be like and hang out with them as much as you can. I never formally asked these people to mentor me or to “be my parents.” I just took every opportunity I could to be with them and learn.
Shout outs:
Coach Hines (elementary gym teacher, history teacher, and coach in HS) — he played “monster” with us as kids on the playground and showed me how to be a man of integrity. Believed in me more than I believed in myself.
Mrs. Powell (house parent) — while she was super strict and I didn’t like her at the time, I learned how to “take care of business” at an early age from her.
Mrs. Smith (3rd grade teacher) — lead me to Christ and drilled into me the lesson that “haste makes waste.” It still rings in my ears to this day when I try to rush things.
Orlando and Idaly Flores (parents of best friend in college that “took me in”) — During that time I truly felt like a son because of their warmth and them opening their home to me.
Tracy Earles (Cousin) — First person that told me they loved me (when I was about 25). Tt wasn’t something I had heard or was said up to that point and it helped me believe it, accept it, and be able to reciprocate it.
The Crawford Family — who mentored me and taught me all about business and family. Also taught me the value of observing the sabbath and that we can rest because of what He did.
Kevin Evans (house parent, friend, father figure) — For inviting me to church and helping me develop my faith as a teen and for our ongoing friendship for the last 20+ years.
Jeff Main (father-in-law) — for bringing up a godly daughter, and for running a successful business for many years showing her that it’s OK to step out and start your own thing.
Sonny Varela (friend - previous coworker) — for sticking with my relentless questions for over a year about the Catholic faith and for leading me to the Church (I grew up Protestant).
My Family: Laura, Nico, and Mari — for loving me unconditionally and being the best blessing beyond my wildest imagination.
Noel and Sean (my brothers) — for always looking out for me and being there when needed.
Maria Moreno (my mom) — while we didn’t get much time together I know I’m a lot like you and I get a lot of who I am from you: your servant’s heart and how you loved to take care of people.
[excerpt from newspaper write about about her death]
“Moreno was friendly to neighbors”... “She couldn't say no to anybody,” said the neighbor. “From the first day she was here, she'd go around the co-op cleaning up and planting flowers.” Moreno, who had a third son, also volunteered at a local school and had just started classes at Renton Vocational Institutes to earn her high-school diploma.
AND! to Lucas Cole for laying me off :) He’s also one of the best bosses I’ve had and in our friendship he helped me realize my worth as a person comes from the price God paid for me, not what the world thinks. I aspire to lead people like he does.
There are many other people that have built into me along the way, invited me to holiday celebrations, etc., so thank you all! These are just some highlights.
————-
Did you enjoy hearing Abe’s story? Learn more about the SENT community by checking out our membership, following us on social, or reading more posts like this one.
Thank you, Abe, for being on the blog!
