Jonathan Brax
Jonathan BraxOperator. Builder. Still learning.

Turn opportunities intobusinesses that keep going.

I started by buying and selling Apple products while I was in college. Those early flips eventually grew into connected companies spanning trade-in, resale, warranties, software, content, AI, and operations.

I share what I am learning as I continue building.

See How You Can Get InvolvedGet Free Operator Notes
Explore the CompaniesAlready running a serious company? Work with Secure365.

Real operating businesses — not a résumé

Since 2008
Operating in Apple resale
20,000+
Devices purchased
$20M+
Paid to sellers
In-house
Pricing, intake & fulfillment systems
Ways to enter

Choose where you want to start.

Free knowledge, a foundational operating system, an optional continuing membership, and — for established companies — custom implementation and ongoing partnership through Secure365.

  1. Learn · Free

    Operator Notes

    Free

    Real lessons, videos, decisions, mistakes, and operating breakdowns from inside the companies.

    Get Free Operator Notes

    First name and email. No spam. Unsubscribe anytime.

  2. Build · Planned

    Reseller OS Core

    Planned founding price: $497 one time

    A self-guided program and operating toolkit for buying correctly, calculating true profit, protecting cash, controlling inventory, and building a repeatable weekly process.

    Join the Free Founding List

    Joining the list is free. Founding access is opening soon.

  3. Keep growing · Optional

    Reseller OS Membership

    Planned $67 / month after Core

    Optional continuing tools, updates, deal breakdowns, marketplace changes, community, and selected opportunities as they come up.

    See What Membership Will Include

    Core is the complete foundational program. Membership is optional.

  4. Implement · Secure365

    Secure365

    Blueprint from ~$5k · Buildouts usually 5-figure · Ongoing from ~$3.5k/mo

    Paid Blueprints, five-figure Buildouts, and selective ongoing partnerships for established businesses that need the software, automation, AI, and workflows behind the company.

    Work with Secure365

    For companies already operating at scale.

How I got here

I did not set out to build an ecosystem. I kept solving the next problem.

I started buying and selling Apple products while attending Loyola University Chicago. The business helped pay for school and taught me how a technology operation actually works.

That first company did not survive. What it produced instead was knowledge, relationships, and operating lessons I still use. So I kept going — solving the next real problem, then the one after that.

Those solutions eventually became the companies I run today. There was no master plan. There was a commitment to not leave problems half-solved.

Jonathan Brax in the SellMac warehouse
Solving the next problem · Since 2008

How an opportunity becomes an ecosystem

Opportunity → Repeatability → Operation → Ecosystem

  1. 01

    Opportunity

    Find a real customer need, product, market inefficiency, or advantage.

  2. 02

    Repeatability

    Create buying rules, pricing, financial controls, and a process that works more than once.

  3. 03

    Operation

    Add workflows, software, people, documentation, reporting, and accountability.

  4. 04

    Ecosystem

    Connect customers, content, suppliers, technology, data, distribution, and partnerships so each part strengthens the others.

Resale is where I learned this first. It is not where the idea ends.

Reseller OS

The hard part isn't a profitable flip. It's building a business that can keep doing it.

Reseller OS turns the financial and operating lessons developed inside Techable and SellMac into a practical system for active and aspiring resellers.

Founding access opening soon

Reseller OS Core

Planned founding price · $497 one time

Buy correctly. Know your true profit. Protect your cash. Keep inventory moving.

  • Know the maximum you can pay

    Buy rules that keep every deal profitable before the money leaves.

  • Calculate profit after every real cost

    Fees, shipping, returns, refurb, labor — real numbers, not gut feel.

  • Protect cash from slow inventory

    See what's stuck, what to reprice, and what to move today.

  • Build a repeatable weekly process

    A cadence that keeps intake, listings, and shipping moving without you.

Also covered

  • Intake
  • Listings
  • Shipping
  • Fraud
  • Returns
  • Owner bottlenecks

The first version is being shaped around the real financial and operating problems active resellers face. Joining the founding list is free — you'll get the full product details and the first opportunity to purchase when access opens.

Reseller OS · Founding List

Join the Founding List

Free to join. Full product details and first access when it opens.

Reseller OS Membership

Optional · Planned $67 / month after Core

Resale markets, pricing, platforms, tools, and opportunities keep changing. Membership keeps the operating system current and connects members to an improving body of knowledge, tools, discussions, and selected opportunities.

  • Updated calculators and templates
  • Monthly real-deal breakdowns
  • Marketplace and policy changes
  • Pricing and buying discussions
  • Group operating reviews
  • Member community
  • Partner discounts
  • Selected inventory opportunities when available

Core is the complete foundational program. Membership is an optional continuing layer. No guarantees of income, inventory, suppliers, or profit — resale results depend on the operator, the market, and the work.

The companies

How one flip became a connected group of companies.

Buying and selling Apple products revealed a chain of connected problems — sourcing, pricing, identification, resale, protection, customer acquisition, software, and operations. Each company was built to solve the next real problem. A device can move through several parts of the ecosystem.

  1. Technology resale

    Techable

    Customers, marketplaces, merchandising, fulfillment, and support for renewed Apple hardware.

    Visit Techable

  2. Device acquisition

    SellMac

    Pricing, intake, sourcing, and the seller relationships behind every trade-in.

    Visit SellMac

  3. Software, automation, AI

    Secure365

    Integrations, workflows, websites, and reporting — the operating layer under the ecosystem.

    Visit Secure365

Warranty infrastructure

SafeTech

Protection and claims support for devices moving through the loop.

Device identification

Apple.Techable

Specification data and lookup for every Apple device ever made.

People can enter the ecosystem by selling technology, buying technology, learning the operating model, joining the operator network, or hiring Secure365 to build the infrastructure behind their own company.

Secure365

Already running a meaningful business?

Secure365 helps established operators connect the technology and workflows behind the company — then leads the implementation. My role is strategic direction and major operating decisions; a team delivers the work.

  1. 01

    Blueprint

    Starting around $5,000

    A paid assessment of your systems, workflows, data, customer experience, software, and operating bottlenecks — with a prioritized implementation roadmap.

  2. 02

    Buildout

    Usually five figures · Most begin around $15,000

    Secure365 implements the selected software, integrations, automation, AI, reporting, websites, portals, and workflows identified in the Blueprint.

  3. 03

    Ongoing Partnership

    Starting around $3,500 / month

    Selective ongoing support after a Blueprint or Buildout. Monitoring, automation maintenance, reporting, roadmap planning, and continued improvements.

Ongoing partnerships are normally offered after a Blueprint or Buildout. Final pricing depends on scope.

Established company

Apply to Work with Secure365

Complete a short application about your company, current systems, and the problem you're trying to solve. If we're a fit, we'll book a working session.

Apply to Work with Secure365

Serious resale operator

Build my resale infrastructure

Secure365 can build inventory systems, marketplace sync, pricing tools, intake workflows, customer portals, automation, and reporting around the business you already have. Reseller OS is not a prerequisite.

Build My Resale Infrastructure
Learn from what we're building

Operator Notes. From inside the businesses.

Occasional lessons from inside Techable, SellMac, Secure365, and the businesses still being built.

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