"Their personalized service is top notch." -- Meg Goodman, BusinessWeek online

  Web intothebest.com

Founded in 2002, by Steve Edwards and Tim Van Hooser, our goal at IntotheBest, Inc. is to counsel directors on strategy, to help companies enhance their operations on the Web, and to assist you in launching new businesses and revenue streams.

Timothy P. Van Hooser
Chief Executive Officer

Timothy (Tim) P. Van Hooser is Chief Executive Officer of INTOTHEBEST Corporation. Tim scored in the 99th percentile on the GMAT and has tutored current or former employees of bulge-bracket investment banks.

Stephen W. Edwards graduated magna cum laude and Phi Beta Kappa with a Bachelor of Arts degree from Princeton in 2001. Born and raised outside Philadelphia, Steve Edwards was blessed to learn from some great teachers both at West Chester East High School and Princeton University. Steve's test scores speak for themselves: SAT I: 790 Mathematics; 740 Verbal; SAT II: 750 Writing; 800 Mathematics IIC; 800 Physics; and 800 U. S. History and Social Studies; ACT: 33 Composite. At Princeton, he concentrated in colonial American history and focused his thesis on the lasting impact of Jonathan Edwards's "Treatise Concerning Religious Affections" in influencing history's view of the 1739-1746 Great Awakening.

After graduating from Princeton, he has served as a short-term missionary with Campus Crusade for Christ in Maracaibo, Venezuela. There, he taught English clubs and Bible studies to university students on several campuses and helped to create effective literature to explain the group's events to inquiring students.

In 2002 and 2003, he completed several Web design projects with IntotheBest and worked at Bridgewater Associates, a money management firm in Westport, Conn. At Bridgewater, he researched the financial markets and delivered solutions to client requests for market information and portfolio analysis.

Steve now works at Spruce Private Investors as a vice-president.  It's a private wealth management boutique. Spruce has over $1 billion under management.

Carey Hsu
Carey Hsu earned a Bachelor of Arts degree from Harvard in 2001. Following graduation, he worked as a management and strategy consultant in New York City for two years. Recently, he has begun pursuing graduate studies in chemistry at California Institute of Technology in Pasadena, CA. He grew up in suburban Philadelphia and has been a close friend of Steve Edwards for over 12 years.

Margaret Benner Margaret Benner graduated from Princeton University in 2000 with a Bachelor of Arts degree in History and a certificate in French. While at Princeton, Margaret pursued her interest in international relations, studying and working in France and interning at the United Nations. Following graduation, she worked as a fellow at a Chicago-based nonprofit that advises other nonprofit organizations on how to improve their media relations strategies. After leaving Chicago, Margaret began writing for a daily online newsletter published by the Advisory Board Company, a Washington, D.C.-based consulting firm that focuses on the health care industry. Since 2003, she has served as an assistant editor for the Kaiser Family Foundation's Kaiser Daily Health Policy Report and for American Health Line. Margaret grew up in Carmel Valley, Calif.

Plamen Nikolov
Mr. Nikolov graduated cum laude from Ohio Wesleyan University where he concentrated in Mathematics and Economics. Prior to his doctoral studies, Mr. Nikolov attended The Johns Hopkins School of Advanced International Studies in Washington, DC, where he concentrated in International Economics and Middle East Studies.

Lynn A. Hutsko, M.P.H.
Lynn graduated from Emory University with a Masters in Public Health, Biostatistics in 1999 while working at Covance Clinical Services, a contract research organization specializing in new drug applications for large pharmaceutical clients. In 2000, Lynn joined Pfizer Pharmaceuticals as a Manager of Statistics in New York. At Pfizer, she specialized in Phase IV post-marketing non-inferiority studies for anti-infectives. In 2003, Lynn became a statistical contractor and worked on a new drug application for Aventis Pharmaceuticals. In January 2004, Lynn joined Progenics Pharmaceuticals as an Assistant Director of Statistics. Progenics will file the company's first NDA in 1Q 2005. Lynn is a member of the International Biometric Society and the American Statistical Association. In her spare time, she has helped launch an immigrant-service center in Brooklyn, NY for Arab immigrants and has also helped start a community service project at a NYC-based rehabilitation center.

Carissa Lee
Carissa Lee is a Childhood Education major, with a concentration in English, at Houghton College. She chose this school for its Christian liberal arts and friendly atmosphere. First a tourist, now a Tour Guide herself, Carissa enjoys showing Houghton's 1,200 acres to prospective students and their parents. She is involved in a ministry group that does yardwork, housework, and fellowship for and with senior citizens; and she has served as a big sister to a local child through Houghton's Allegany County Outreach. She also holds the position of Historian on her Class Cabinet, which works with the the other branches of Student Government to allocate funds and plan activities. The founder of Houghton's Swim Club, Carissa cooperated with other students and staff to organize Houghton's first intramural swim meet. "Ever since I toured Houghton as a prospective student and discovered that there was no swim team, it was my dream to start a club and hold meets here!" she rejoiced after the meet. Carissa's next dream is to earn her master's degree and teach in inner-city New York.

James Liu

Jim Liu has an MBA from the University of Chicago Graduate School of Business, where he was an active member of the school's admissions committee. He was formerly a marketing manager in the software industry as well as a consultant for PricewaterhouseCoopers, a global management consulting company. He graduated in 1999 from Princeton University with a degree in Operations Research.

Crystal Halverson

Crystal Halverson is an undergraduate student at Lehigh University and will be graduating in May of 2005 with a Bachelor of Science in Chemical Engineering. Crystal picked Lehigh University because of its challenging engineering program as well as its friendly atmosphere that she felt upon visiting the school. Throughout her years at Lehigh University, Crystal has been involved in clubs such as Student Senate, where she served on the Allocations Committee, and The Society of Women Engineers, where she served as the Publicity Representative for one year. Crystal is also an active member of the Pi Beta Phi sorority where she served as Efficiency Chair. Another club that Crystal is highly involved with is The American Institute of Chemical Engineers, where she served as secretary for the 2003-2004 school year and attended the AIChE Conference in San Francisco last November; she will be the secretary again for the upcoming year. This summer Crystal is doing research with the Emulsion Polymers Institute at Lehigh University, led by Dr. Mohamed S. El-Aasser. Crystal's main area of research, under the supervision of Dr. E. David Sudol, is the comparison of droplet and particle size and the distribution before and after polymerization of stearyl (octadecyl) methacrylate. Crystal is looking forward to earning her degree in Chemical Engineering and is making post-graduation plans.

John Hackney

John is a graduate of The College of The Holy Cross, where his undergraduate work was in mathematics. He also earned an M.S. from Rice University from the George R. Brown School of Engineering as well as an M.B.A. from the Johnson School at Cornell.

Several tryouts for NFL teams immediately after graduation from Holy Cross were unsuccessful, however enlightening and enjoyable.

John has worked as an engineer and as an engineering salesperson. A door-to-door sales position illustrated his natural inclination towards sales.

Currently, John is a salesman within the financial services industry. His focus is helping families transfer intergenerational wealth utilizing strategies developed by Steve Lockwood, the founder of Lockwood Pension Services.

Previously, John has worked in sales for Morgan Stanley and The Griswold Company - a NYSE member firm functioning as a "2-dollar broker".

John is and has been involved with various charitable organizations including Wellsprings and Covenant House in Houston as well as the St. George's Homeless Shelter and Boys Hope Girls Hope in New York.

Monroe "Roey" M. Diefendorf, Jr., CLU, ChFC, CFP, RFC, CFP Practitioner, CIMA

Active since 1970, Roey is the 4th generation of his family in the business and is currently the CEO of Diefendorf Capital Planning Associates. Following his graduation from Deerfield Academy and Bucknell University, he went on to obtain a Master`s Degree in Insurance from Georgia State University, with a major in Estate Planning and a minor in Pension Planning. In 1976 and 1983, he received the designations of Chartered Life Underwriter (CLU) and Chartered Financial Consultant (ChFC), respectively, from the American College, Bryn Mawr, PA. In 1992, the designation of Certified Financial Planner (CFP) was granted from the College of Financial Planners in Denver, CO. In addition, Roey has been admitted as a "CFP Practitioner". Each member must be active on a full-time basis as a financial planner and remain current by completing the annual continuing education requirements. In March 2001, he was awarded the designation of Registered Financial Consultant (RFC). As an industry leader, Roey has co-authored two books; Wealth: Enhancement & Preservation - 1995 and 21st Century Wealth - 2000. He is currently working on his third book, "3 Dimensional Wealth."

Over the years he has been a speaker at several international industry conferences and has made several guest appearances on the Cable TV program, "Dollars & Sense". His passion is consulting in the areas of "Family Wealth Counseling" and "Philanthropic Estate Planning". In 2002, he created "The Foundation for the Encouragement & Preservation of Family Values LLC" located at 168 Forest Ave., Locust Valley, NY. As CEO, Roey is a member of the Fellowship of Companies for Christ International (FCCI) and an associate member of the National Association of Family Wealth Counselors (NAFWC). In addition, Roey is a registered principal and a registered representative of Sterling Monroe Securities,and a member of the Investment Management Consultants Association (IMCA). Please contact Roey at (516) 759-3900.

Thomas C. Palumbo, CLU, ChFC

A veteran financial planner, Tom has been with the Diefendorf organization since 1988. He specializes in personal financial planning for individuals as well as small business planning for entrepreneurs. After graduating from Long Island University at C.W. Post, magna cum laude, he matriculated in the American College, Bryn Mawr, PA. In 1995 and 1996 he received the designations of Chartered Life Underwriter (CLU) and Chartered Financial Consultant (ChFC). Tom is a registered representative of Sterling Monroe Securities. Please contact Tom at (516) 759-3900.

IntotheBest has been featured in Business Week Online and USA Today.

In order to serve you better, we are expanding our ranks of counselors to include alumni from schools other than Princeton. We are building a network of consultants who will give you the inside scoop on their school to help you make better decisions.

40 Consultants, 17 Locations, 32 Schools


Ann Arbor, MI
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McLean, VA
New Rochelle, NY
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California Institute of Technology (1)
Clarkson University (1)
College of the Holy Cross (1)
Columbia University graduate school (2)
Columbia Law School (1)
Cornell University (2)
Emory University (1)
Johnson Graduate School of Management (2)
Johns Hopkins University - SAIS - The Paul H. Nitze School of Advanced International Studies (1)
Harvard Law School (1)
Harvard University (1)
Hofstra University (1)
Indiana University (1)
Lehigh University (1)
Penn State University (2)
Princeton University(13)
Princeton Theological Seminary (1)
New York University (2)
Northwestern University (1)
Oberlin College (2)
Rice University (1)
Stanford University (1)
SUNY Binghamton (1)
University of Chicago Graduate School of Business (1)
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University of Notre Dame (1)
University of Pennsylvania Law School (1)
University of Virginia graduate school (1)
Vanderbilt University (1)
Wellesley College (1)
West Point (1)
Wharton (1)
Yale (1)

Together, let's make it happen.