When Andrew Larson married into a farming and ranching family, he quickly discovered the inherent hassles of buying and selling livestock (as well as bolo ties, tight jeans, square dancing and other quintessential cowboy culture).
His vision was to create an online auction, similar to eBay, allowing users to instantly search, list or bid on items. This would make the livestock business much more convenient, and propel the industry forward in the rootin'-shootin' digital age.
The quiet lane pictured above is the original Pasture Road, where Andrew's in-laws raised cattle, sheep and horses for more than a decade. It's in the Lahontan Valley in northern Nevada if you ever want to check it out.