Some customers call startled, squeamish, clueless. Mark Murrell coaches them to embrace the experience, pot-boiling and all.

Murrell is founder and CEO of GetMaineLobster.com, a "dock-to-door" overnight live lobster service.

"It's really cool to open the box, and they all lift their arms and the tentacles are moving," said Murrell, 40. "Oftentimes, it's more of just calming them down."

The customers, not the lobsters.

Murrell runs the company out of Chicago. His vice president is in Lima, Peru. All four employees, including himself, are Auburn and Lewiston high school graduates.

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