The story behind Purpose & A Plan
Purpose & A Plan began with a friendship and a phrase that never left us.
Years ago, Melissa met Steve Ochoa during a visit to Canyon Ranch in Tucson. Steve was the kind of person you remembered. Warm, outgoing and genuinely interested in others, he had a gift for making people feel seen. He remembered names, asked about families and made genuine connections wherever he went.
What began as a chance meeting grew into a meaningful friendship, and Amy eventually got to know Steve, too. Over the years, one thing he said again and again stayed with both of them:
“You have to have a purpose and a plan every day.”
For Steve, it was simple: have something that gives your day meaning and a plan for making it happen. Years later, when Amy and Melissa began building a business centered around helping individuals and families navigate everyday life, Melissa thought of Steve… and the name immediately clicked.
Purpose & A Plan.
Because this business is about more than getting things done. It’s about remembering the details, anticipating what might make someone’s day easier and being a trusted source of support when life gets busy. Steve believed in showing up for people and finding purpose in each day. That spirit lives on in the name of this company and in the thoughtful, personalized support Amy and Melissa provide.
Meet Amy & Melissa.
Melissa Hurley & Steve Ochoa
The Hurley Family and Steve Ochoa
Meet Our Founders
Melissa Hurley,
Co-Founder, Purpose & A Plan Concierge LLC
Melissa Hurley brings a lifetime of heart, administrative leadership, and genuine devotion to her role as Co-Founder of Purpose & A Plan Concierge LLC. Built on a foundation of empathy and service, Melissa’s career reflects her deep-seated passion for taking care of people and making a meaningful impact in their daily lives.
Melissa began her professional journey in the classroom, spending eight years as a dedicated Catholic school first-grade teacher. In this role, she cultivated patience, clear organization, and a warm, nurturing approach to helping others thrive. Transitioning her strong operational skill set to the corporate sector, Melissa went on to serve for 20 years as an Operations Executive for a woman-owned electrical contracting family business. Over two decades, she mastered complex logistics, organizational management, and executive oversight, all while upholding the values of family-led business operations.
Driven by deep emotion and empathy, Melissa believes that true luxury lies in thoughtful care and human connection. Whether she is curating tailored lifestyle solutions for clients or spoiling the people she holds closest, taking care of others is second nature to her. Above all, Melissa treasures her family—she is a devoted caretaker to her mother, who is also her absolute best friend, and adores her two nephews, whom she delights in spoiling at every opportunity.
Outside of her work with P&P, Melissa loves traveling to new destinations, spending quality time with her beloved dogs, and expressing her vibrant personality through her exquisite sense of fashion. Her unique blend of executive precision, compassionate heart, and instinct for hospitality ensures that every P&P client receives care grounded in true purpose and dedicated planning.
Amy Hurley,
Co-Founder, Purpose & A Plan Concierge LLC
Amy brings a formidable blend of discipline, fierce protection, and vibrant warmth to her role as Co-Founder of Purpose & A Plan Concierge LLC.
Before helping launch P&P, Amy built a distinguished sixteen-year career as a Chicago police officer, cultivating an unwavering commitment to safety, vigilance, and community support. Choosing to prioritize her family and the raising of her two sons, she took an early retirement from the department and transitioned into dynamic roles across the service-type industry, seamlessly translating her sharp operational instincts into everyday care, organization, and client support.
Family is the absolute center of Amy’s universe. Drawing deeply from her background in law enforcement, she takes the safety and well-being of her children, family, and friends with the utmost seriousness, serving as a steadfast, reliable anchor for everyone around her. Yet, beneath her protective and grounded nature lies a quick wit and a fantastic sense of humor; Amy is well known as a natural-born jokester who can instantly light up a room, ease any tension, and bring contagious laughter to those around her.
Outside of her professional endeavors, Amy pours her boundless energy into her boys' lives. Whether she is actively coaching their soccer and basketball teams or planning memorable vacation getaways with them, she is hands-on every step of the way. When she finds a quiet moment to herself, she loves getting lost in a good book or tuning into an engaging podcast, staying active by riding her bike and exercising, or expressing her creative passion through cooking wonderful meals for her loved ones. With her rare combination of fierce reliability, down-to-earth humor, and genuine compassion, Amy ensures that every P&P client experiences unmatched dedication, safety, and heart.
