First Class Vending pioneers solar energy in southern California: brothers Matthew and Ryan Marsh use state-of-the-art software, sustainability and technology to build the Los Angeles area's largest vending operation; solar energy now supports a multi-faceted sustainability initiative.(SUCCESS STORY)(Company overview)

How did a pair of newcomers manage to build the biggest vending operation in the nation's second largest city in their first 10 years of business?

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There is no simple answer. But the fact that brothers Matthew and Ryan Marsh are taking a pioneering role in solar energy demonstrates independent thinking, dedication to operational excellence and self confidence. These qualities partly explain how the Marshes, co-owners of First Class Vending Inc., Bell Gardens, Calif., became the dominant player in greater Los Angeles at a fairly young age. (Matthew is 40 while Ryan is 37).

The brothers' ability to work well together undoubtedly plays a role in their success. Matthew, the president, oversees customer relations, sales and equipment purchasing while Ryan, the vice president, handles operations, route management and product purchases.

While both brothers caught the entrepreneurial bug at an early age, they never intended to work together until the opportunity presented itself early in the company's growth.

Both Matthew and Ryan point to their father, Steve Marsh, a self made garment manufacturer, as their personal role model.

Matthew, who began the business in 1994 fresh out of San Diego State University by purchasing a 1-route operation, credits some advice he received early in his career from a business consultant. The consultant told him if a competitor is doing something, that doesn't mean it's the right thing to do.

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Conversely, if a competitor isn't doing something, that doesn't mean it's the wrong thing to do.

By 1996, Matthew had built the company to four routes and was aggressively studying the business. He came across a fairly young software company called Streamware. Streamware's software included item level product tracking and category management, features that were then new to vending management software.

Streamware's management software improved the company's efficiency and encouraged Matthew to try to grow the …