Bray Holcomb · Founder, High School Firewood

University of Georgia freshman studying finance, with a philosophy minor and certificates in AI and law.

I run a firewood company. I built the software that runs it with AI.

I started High School Firewood at 16 with $500. It's now the #1 rated firewood company in the Southeast on Google. I built it around AI, with agents handling everything from a customer's first text to each driver's route.

Front desk booked Ms. Reyes for Saturday. Planner refused Truck C, capacity unknown, then planned 14 stops on 4 trucks with 2 reloads. Dispatch texted Mr. Cole his ETA. Books matched the cash from Truck B. Planning a day went from 3 hours to 10 minutes.
rated firewood company in the Southeast on Google
#1
Google reviews, all five stars
250+
run rate this season
$200K+
high schoolers hired
29
to plan a delivery day, 95% less time
3 hrs → 10 min
on time across 105 deliveries
96%
Stop 01 · The apps

One Saturday, two apps

The operator app on my phone runs the day. The driver app on a high schooler's phone gives him my full delivery playbook, so even on day one, he delivers the way I would.

Driver app

Prepare for Saturday

Not ready yet. Checking…

You’re ready. See you at the barn at 7:30 AM.

No wheelbarrow, strap or blower/broom means you can’t drive

I have my own wheelbarrow

I have my own tie-down strap

I have my own leaf blower or broom

1. Who you are
Paired as Eli. Nothing to type.
✓
2. Your route
4 stops for Saturday. Route downloaded.
✓
3. Your truck
Carries 1 Junior a trip. Reload at the barn after stop 1.
✓
Certified driver
Training video watched. Practice run passed, 12 of 12.
Next

Ms. Whitaker Stacked

Canton, GA

Trip 1 of 2 · 1 Junior · cash preferred

1. Open navigation

34.24, -84.49
Open in WazeOpen in Google Maps

2. Text Ms. Whitaker when you leave

Good morning, Ms. Whitaker. This is Eli with High School Firewood. I am headed your way now and expect to arrive around 9:40 AM.
Coach · on the walk up
“Truck and wood, where it goes, the stacking, then payment. Cash preferred.”
Next

Did you say it?

The agenda, to Ms. Whitaker: the truck and the wood, where it goes, the stacking, and when they pay.

  1. “In order to make the best use of your time,”heard
  2. “I’d love to show you to the truck and talk a little bit about the wood.”heard
  3. “Then I’d love for you to show me where you want the wood.”heard
  4. “I’ll do the stacking, and after you’re 100% satisfied, we’ll collect payment. We prefer cash.”heard
  5. “Does that work for you?”heard

Let them test the wood

Say something like this

“We try to differentiate ourselves by showing you how we verify the firewood instead of just asking you to trust us. We burn-test our batches and we check the moisture, so we can guarantee our wood is seasoned. Properly seasoned firewood should be around 20% moisture or less. Pick any piece you want. I’ll show you where to test it, and I want you to use the moisture meter yourself so you can see the reading.”

Ms. Whitaker’s reading14%Seasoned. Around 20% or less.

✓She picked the piece herself

✓She held the meter and read it

A piece reads high, or it is raining?

Stack and count

Count toward 210, then compare the delivered volume to the official Junior photo.

210pieces of 210
Official Junior photo

Does it look like the photo?

Junior standard
Your after photo, live
Matches the Junior standard
About 210 pieces · faces aligned · area clean
Next

✓Delivered and counted carefully

✓Stacked neatly

✓Area cleaned with blower or broom

Amount due$295.00

How did they pay?

CashCheckVenmoZelleDidn’t pay

We prefer cash. She chose Venmo, so the code goes up full screen for her.

Ask for a review

“Would you be willing to leave a review?”

She said yes. The review link goes out after you pull away.

Ask Ms. Whitaker to refer friends

“Would you be willing to refer us to your friends? If so, we can send you our contact information.”

Stop done.

Ms. Whitaker left five stars+$5 to you, from your own customer’s review

Your five-star reviews31

Review bonus this season$155

Payment recordedVenmo $295

Thank-you text, after you pull away

Thank you, Ms. Whitaker. Your High School Firewood delivery is complete. We appreciate your business and your support of our students.
Venmo

Pay High School Firewood

$295.00

Ms. Whitaker scans it with her Venmo app.

Sample code for this demo

She paid. Next
Operator app

Today

Wednesday · 6:12 PM

Live callCanton · 6:12 PMNext

Answered by the front desk.

Do you have a Junior for this Saturday?

We do. A Junior is about 210 pieces, $295, stacked for you. Saturday works.

New order: Ms. Whitaker

Junior$295SaturdayCanton

✓ No duplicate. Not already in the order sheets.

Tomorrow’s plan

Saturday · 3 drivers · 11 stops

Today

Thursday · 8:47 PM

First cold night: Saturday

Next
Wed52°Thu47°Fri43°Sat36°Sun33°

Reorder texts: 41 due

Ordered this week last year.

Mr. DaltonSophomore · Woodstock

Ms. PruittJunior · Jasper

Mr. OkaforJunior · Cumming

38 more

7replied YES by 9:30 AMNext

What’s going on now

Saturday · updated 9:34 AM

Eli · Sam · Noah · live Next
Sam is 18 min behindNext

Mr. Reyes, Holly Springs, was told 10:15 AM. Noah is 6 min away with the wood on board.

EliStop 1 of 4 · Ms. Whitakeron time

SamStop 2 of 4 · traffic on 92+18 min

NoahStop 3 of 3 · wood on boardon time

Profit per driver hourNext$41

Money

Saturday · 5:40 PM

Saturday close-out

3 drivers · 11 stops · the day took 10 minutes to plan, not 3 hours

Customers paid11 of 11

Cash, 3 customers, handed in$885

Venmo, Zelle or check, 8 customers$1,640

Hours confirmed3 of 3

Five-star reviews6 · $30 bonus

Profit per driver hourNext$41

No driver texted anyone

Problems and payments came in through the app. 0 unpaid, 0 complaints, 2 referrals.

The phone takes the call. A customer calls at dinner. The front desk answers, quotes $295 for a Junior, checks for a duplicate, and books Saturday.

Plays by itself · pick a step to jump

Nine steps, about 98 seconds. Sample customers in real north Georgia towns.

The customers and numbers in this demo are fictional. I also set profit per driver hour higher than our actual figures.

What we brought in each season. 2026 shows our run rate.

How long can we keep this exponential growth up?

Google reviews · word for word

What customers say

We have 250+ Google reviews, all five stars. Here are some of them, word for word.

New Google reviews each month250+ total
Aug 2024: 3 reviewsSep 2024: 5 reviewsOct 2024: 13 reviewsNov 2024: 12 reviewsDec 2024: 7 reviewsJan 2025: 7 reviewsFeb 2025: 1 reviewMar 2025: 0 reviewsApr 2025: 0 reviewsMay 2025: 0 reviewsJun 2025: 0 reviewsJul 2025: 0 reviewsAug 2025: 3 reviewsSep 2025: 11 reviewsOct 2025: 10 reviewsNov 2025: 38 reviewsDec 2025: 35 reviewsJan 2026: 2 reviewsFeb 2026: 0 reviewsMar 2026: 0 reviewsApr 2026: 2 reviewsMay 2026: 10 reviewsJun 2026: 8 reviewsJul 2026: 2 reviewsAug 2026: 5 reviewsSep 2026: 13 reviewsOct 2026: 55 reviewsNov 2026: 8 reviews
Google

We were incredibly impressed with the professionalism and work ethic from this young high-school entrepreneur. Communication was clear and timely from start to finish. ...

Jaclyn B. Nov 2025
Google

His professionalism and manners surpassed any adult I have ever worked with! Will use again!

Elizabeth P. Dec 2024
Google

Bray and his team are top notch professionals that have embraced the lost art of great customer service. They communicate well, show up on time, and deliver a great product. ...

Brian T. Oct 2025
Google

Bray has an amazing work ethic. ... He could serve as an example to other service folks who struggle with communicating and show up when they say they will. This guy does! ...

Jeff W. Aug 2025
Google

Great work! This company is hospitality driven. Enjoy the rest of the school year.

Gil A. Sep 2026
Google

This is our 2nd year ordering wood through High School Firewood. You could not ask for a better experience. ... Call them, book them, tell your friends. ...

Martha R. Oct 2026
Google

... We had some firewood left from last year and he made sure to stack so that we could access it first. ...

Alice C. Oct 2026
Google

... He let my son use his gloves and he stacked the wood up nicely. Will use again!

rearden Oct 2026
Google

Super polite, neat, hardworking firewood hustler! We gladly support young men who work hard to make an honest living in a noisy get-rich-quick world.

kristy p. Dec 2025
Google

... He was responsive over text from the first time I called him through delivery. He showed up exactly when he said he would and was extremely polite. ...

Daniel E. Dec 2025
Google

Sean did a great job stacking the truckload of wood all by himself in the pouring rain!!! Thank you so much!!

Doreen M. Oct 2026
Google

Excellent experience buying Firewood from Bray. Nice young man. I love seeing young people working hard with entrepreneurial spirit!

Chris S. Nov 2024
Google

... We’ve been hosed by a lot of groups saying they sold seasoned firewood but Mack showed up with a moisture meter and confidently tested the wood to show me it was actually seasoned. ...

Spencer B. Oct 2026
Google

... Mack communicated throughout the process perfectly! He was super kind, respectful, and efficient. I will be requesting his service every time.

Hope L. Oct 2026
Google

... They showed up right on time, worked fast, and got out of there without making a mess! ...

Louis R. Apr 2026
Google

Really incredible job by Conner! I was blown away how neatly he stacked the firewood. ...

Rick B. Oct 2026
Google

Quick, affordable, and friendly. Need firewood … help out some kids doing great work heading into college.

Timothy S. Oct 2026
Google

... Logan was great, kept me updated via text, delivered on time, stacked and cleaned up after himself, very courteous young man. ...

Ryan W. Sep 2026
Google

... Bray was amazing from start to finish! Quick and easy to connect with. Delivery was the weekend after I filled out the order form. Dry seasoned wood! I can’t believe he’s in highschool. ...

Jessica W. Nov 2024
Google

My 2nd year getting firewood from this incredible group. Communication was excellent from start to finish. The wood was delivered and stacked neatly. ...

Jason G. Oct 2026
Google

... Great communication, on time and as expected. And great price! I have ordered two years and will be ordering a 3rd.

Shawn F. May 2026
Google

... He stated up front the wood was still slightly wet and recommended delaying the delivery until it was fully seasoned. ...

Matt P. Nov 2024
Google

... The wood was top notch. In fact… it was so good I bought a second load while he was there ...

Jack R. Oct 2025
Google

Never buying firewood from anyone else. Superior quality all day long, and I get to support the local youth. ...

Matthew H. Nov 2025
Read all 250+ on Google
Google · The Southeast

#1 rated firewood company in the Southeast on Google

Run by a 19-year-old.

Google ratings and review counts. Rows 2 to 5 are real Georgia firewood listings on Google Maps, checked Nov 5, 2026, left unnamed.

Google Maps · Georgia

The most-reviewed five-star firewood listing in Georgia on Google

High School Firewoodanother Georgia listing

Every Georgia firewood seller we found on Google Maps with at least 9 reviews, checked Nov 5, 2026. Each dot is one listing.

Stop 02 · The barn

One minute at the barn

Four members of the High School Firewood crew in the barn
From our Facebook page

Leaving the barn

  • 01Sat Oct 24, 9:31 AMFirst truck out.Facebook
  • 02Sat Oct 31, 9:07 AMDelivery 2 rolls out.Facebook
  • 03Sat Oct 31, 9:07 AMDelivery 3 clears the door.Facebook
  • 04Sat Oct 31, 9:22 AMDelivery 4 hits the road.Facebook
  • 05Sun Nov 1, 8:44 AMSunday starts, window down.Facebook
  • 06Sun Nov 1, 8:47 AMDelivery 2, three minutes later.Facebook

Six real departures from two weekends this fall, as posted to our Facebook page. Tap any clip to watch it longer, with sound.

From our Instagram

On Instagram

Four crew members, in their own words, as posted to our Instagram. The captions are ours, timed word by word to what each one says.

Stop 03 · Proof of work

The system

I built an operator app and a driver app with AI coding tools. They run our real deliveries, taking orders from the first customer text through delivery and payment.

Animated map on real satellite imagery: this delivery season replays day by day. Trucks leave Ball Ground along real roads, deliver, and come back to reload. It ends on 3104 mapped deliveries across 12 delivery days and 47 truckloads, out of 111 orders.
Real deliveries this season, replayed day by day. Locations blurred to about half a mile.
Going over a delivery on the driver app with a crew member

My favorite part is teaching these guys the skills that I wish I knew at their age.

Stop 04 · Try it

Plan a sample delivery day

Sample orders, not real customers. A simplified version of how my planner loads trucks: it fills each truck by what it can carry, schedules reloads, and won't approve a day when it doesn't know a truck's capacity.

8:00 AMSample day
Delivered
0/0
Stacked
0
On the road
0

      Customer texts

      0 sent

        Trucks

        Capacity in pieces of wood

        Clear a capacity to see the planner refuse the day.

        The day

        Orders

        #ProductPcsTruckLeaves barnArrivesStatusRemove

        One order always rides on one truck.

        Stop 05 · The route here

        How I built it

        1. Sep 2023

          Started the company at 16 with $500, delivering wood from my grandpa's land for gas money.

        2. 2023

          Used GPT to design our service packages, so we would avoid the roughly 10% margins common in commodity firewood. Orders went from 71 to 229 in one season.

        3. 2025

          An ice storm brought 100 orders in 48 hours, faster than I could route them by hand. Planning one delivery day took about 3 hours.

        4. 2025

          I built and launched the driver and operator apps using AI coding tools. The first version broke because the planner ignored truck capacity. I rebuilt it around loads. Planning a day now takes about 10 minutes.

        5. Now

          Added AI that answers customer texts, plans every route, and confirms each delivery, so the business keeps moving while I'm at UGA.

        The High School Firewood barn with cut logs stacked in the yard
        A pickup and trailer hauling logs into the wood yard
        A full rack of firewood stacked neatly at a home
        Stop 06 · Other work

        Other work

        This summer I worked two finance internships. I also built a tool for UGA's student-managed fund, and I test business ideas with my co-founder. Names, and the numbers in the visuals, are changed to keep client work confidential.

        • Joseph Breland Capital · M&A Analyst Intern · Summer 2026

          41 new targets for a 574-company pipeline

          I screened 200+ companies against a buyer's mandate, added 41 new targets to the firm's 574-company pipeline, and tested whether the lead target could actually close.

        • Animated illustration: gift status for 561 client households starts blurry and scattered across spreadsheets, emails and notes, then snaps into one clear tracker where every gift has a visible status.

          Harbor View Private Wealth · Wealth Management Intern · Summer 2026

          Thank-you gifts for 561 households

          I built the tracker the firm used to manage thank-you gifts for 561 client households. Gift statuses used to be scattered across files. Now anyone can check where each gift stands.

        • Harbor View Private Wealth · Wealth Management Intern · Summer 2026

          When a referral had no policy

          A referral came in and the firm had no policy for paying it. I researched peer firms and designed the referral compensation program. The firm adopted it.

        • UGA Student Managed Investment Fund · Since October 2026

          I built the MCP that connects Claude to Bloomberg

          I built an MCP server connecting Claude to the Bloomberg Terminal for UGA's student-managed fund, which only admits juniors and seniors. Members previously had to memorize Terminal commands and switch back and forth between screens. Now they can ask Claude questions while building their stock pitches.

        • The LATS research lab: 300 logged reps flow into 62 live ideas, each with a rule that can kill it. Kill rules fire, routing passes its bar and computed routes drive 15% fewer miles, but the next version reaches 86% against a 90% pass mark set in advance, so it is not passed and runs in the background. Seven weeks in: 300 reps, 184 of them mine, $10,000 in funding, 221 work sessions, 49 primary research finds, 15 tasks closed, 10 questions answered, 8 standing rules, 12 playbooks.

          LATS · Research lab with my co-founder · Fall 2026

          We don't move the pass mark

          My co-founder and I test business ideas before we build them, and we set the pass mark first. In seven weeks we've logged 300 reps across 62 ideas, and I got $10,000 in funding for it. Routing cut my firewood company's fleet miles 15%. The next version missed its accuracy bar, so it runs in the background before it ships.

        Stop 07 · Next route

        What I want to build next

        Next, I want to train a reinforcement learning agent to dispatch our deliveries. I'll train it in a simulator using our real operating data, with the goal of increasing profit per driver hour. I'll build that, or whatever makes the most sense by then. Finding the best ideas takes a lot of luck.

        • Build the simulator

          I'll build a discrete-event simulation of a delivery day, calibrated using our logged drive times, stop durations, barn loading times, and truck capacities. The goal is to reproduce how a real Saturday unfolds.

        • Train the agent

          The agent will assign orders to trucks, decide when to reload, and choose when to reroute. Its reward will be profit per driver hour, with penalties for late arrivals and missed delivery windows. I'll train it on thousands of simulated Saturdays, then test it against our current planner on held-out real days.

        • Test before deploying

          I'll run the agent in shadow mode alongside our live planner, without letting it control dispatch. I'll set a passing threshold before testing. If it passes, I'll apply the same design to holiday lighting, gutter cleaning, and pressure washing.

        Writing

        Three essays

        Incentives

        Top scale factors: Code, AI, Capital → Incentives 👍

        Incentives, incentives, incentives.

        I do not appreciate economics at all, at least in my classes, but incentives are something I will always double-record (in my brain and in Wispr Flow, rather than just Wispr Flow).

        As Naval pointed out in his example of hiring a contractor, you should turn it into a long-term game. Now the contractor has a reason for their incentives to align with yours.

        Just like a child daydreams, I have fantasies about incentives becoming the next “moat” (gah what a ruined word).

        Where someone will sign a contract purely because they know that contract twists your incentives to point perfectly north with theirs. Now they are in control. Now they are pursuing their main purpose even more fiercely.

        One industry I think about a lot is M&A.

        I would say most people, and even me many times, think about M&A as investment banking, and they think of the prestige of it, the movies of it, the writings of it. But I think many times about how the incentives are just purely messed up. (This is not to say there aren't many other industries that operate the same way.)

        For example, let's highlight one side of M&A: the buy side.

        You might have a retainer and a success fee. In some contracts, that means your advisor can make more money when you take longer to do a deal and overpay for a deal.

        And it's not just an absolute term. It can be amplified: they can get more and more and more.

        These are contracts where the incentives can be almost purely opposite. If the incentives were straight lines, they would form the symbol of Christianity.

        What happens if you change it?

        What happens if you could purely market off saying, “I want the best for you, and you won't have to pay me more to throw you off your goal”?

        Isn't that remarkably powerful if it were understood by the customer?

        I will caveat all of this though with a lesson I've learned many times: you cannot act like every bystander is fully thinking through every factor to pursue the absolute truth.

        People are pursuing the truth, and because they do, they have limited time.

        I wonder what would stop this. Maybe nobody cares for the understanding. They care about other things more, and an incentive deep dive isn’t necessarily aligned with their KPIs.

        Thoughts on “Effort”

        I remember a ritual with my parents telling me every night, “If there’s one thing you should do, it should be to never, ever, ever, ever give up.” They would make me say it back to them and make sure I grit my teeth when I said it.

        For the past year or so, I’ve been reflecting on a concept that I feel I’ve heard over and over again; something that seems to become my solution to everything. For me, “effort” has always been ingrained in me, almost as an idol.

        But, I would say that many of the times I feel the furthest ahead of people, which is rare, are when I put in the bare minimum effort.

        It’s the times when I get the 89.5 perfectly, and I see other people spending more hours to get to a 92, while I spend those extra hours working on something that has higher use.

        Some of my favorite moments have come from understanding the true goal of things and not having to play into the silly games where effort becomes the end instead of the means.

        But “effort” has become a universal solution: “This isn’t going well. What if I put in more effort?”

        The difficulty with “effort” is that it’s almost like an input, like an energy token. You can never truly deny that it wasn’t part of the solution.

        Let’s say you looked at a field of hay bales arranged in perfect rows and columns, and your job was to count them. You spent the whole day walking and counting them one by one. Instead, you should have climbed a ladder, and instead of counting them by hand, you should have just multiplied the rows by the columns.

        Yet you could still make the case that more effort is still part of that solution.

        That’s what makes it so difficult: when “effort” becomes your constant solution, you end up having more problems.

        And the problems aren’t just limited to the ones I’ve mentioned.

        When I would long snap for my team, the snaps I put the most effort into would be the worst. My hands would be tense. My palms would be sweaty. Same thing on the golf course.

        When “effort” becomes king, you find yourself trying to maximize things that aren’t meant to be maximized (how do I brush my teeth in the perfect way?).

        It creates multiple different priorities for you. And “priority” didn’t become plural until the 1900s (at least that’s what they say).

        You can’t maximize everything. Sadly (and I know this from experience), you can’t be jacked, rich, spiritual, a family man, a great friend, and have fun hobbies, all at once. Maybe instead you should try to double or triple dip in one activity, with the mindset that there are only one or two real priorities.

        But I’ll leave that for another blurb. I’m in no place to give advice on it or anything.

        A concept as simple as “effort” seems to me remarkably complex and confusing, yet intensely rewarding to contemplate. Even writing this essay has been gratifying.

        Lots of Questions With No Answers (But I Have to Act, Don’t I?)

        How much should you consciously engineer your own mindset?

        I remember watching a podcast. A girl sits there who has done runs that I would probably quit 5% of the way through (and that might even be an exaggeration). She tells of how she just gaslights herself into liking it.

        I spend much of my time finding the balance between many things, but these concepts would be some of them:

        - peace vs. power
        - the employee at the nonprofit vs. the largest donor
        - the control of your thoughts to pursue your goals versus pursuing truth. (I typically think of this pursuit in a philosophical way.)

        How much should you tell yourself lies so you can pursue the goals that you find true?

        I find this same concept when people say that “suffering is fixed.” It seems to be a concept that is inappropriate, insensitive, or not politically correct, but it’s definitely a nice one to think about: the fact that my pain at the gym might be the exact same pain I would have if I didn’t go (when I looked at my belly slowly creeping over my waist). It’s a nice one to think about, and certainly a motivator.

        Someone immersed in this mindset would most likely be a king of delayed gratification. If he took this concept to its absolute extreme, then the flip side (which could be implied from “suffering is fixed”) would be that “satisfaction is fixed” (philosophy is not necessarily math, so flip side may not necessarily be true.)

        But, what if it is?

        If you replace satisfaction with the ultimate pursuit of goals, maybe the man who delayed all gratification left his family a freedom they otherwise would never have had.

        How much should you give to the future, even if you will not see it (or at least, won’t see it from the very ground you stand on)? .