Small business creation has been a hobby of Mason's since he was in elementary school. He began early by selling maze workbooks to his family, friends and neighbors (they were hand drawn, and copied at the local office store). Later he moved on to more sophisticated endeavors such as building custom computers, and reselling technology products on eBay. After creating several corporate identities for his business projects, Mason realized he deeply enjoyed branding and growing small businesses. After several years of attending Drexel University (for engineering), he was quickly taken away with the spirit of small business and the many opportunities associated with it. IdentityFuel (SmallFuel's father) focused on corporate identity, but Mason soon realized that small businesses didn't just want branding—they wanted a complete marketing system that would help them grow.

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