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TJs Seafood Shack

Brothers Tim and Mike Shepardson, and their sister, Mary Strickland, launched their Oviedo franchise, My Girlfriend’s Kitchen, during 2006 with expectations of being profitable within one year of opening. Nationally, the meal preparation business had received wide appeal across affluent, two-income households; and the franchisor seemed to be a logical fit for the three family members.

“Thank you, thank you, thank you! You guys (SBDC at SCC) truly know small business and are just the best!”

TJs Seafood Shack
Oviedo

In early 2008, managing partner, Tim, approached the Small Business Development Center (SBDC) at Seminole Community College in Oviedo seeking to gain clearer understanding as to why the venture was not hitting its revenue projections. Certified Business Analyst, Robert Goetz, met with Tim and reviewed key performance indicators for the year and half old business. It was determined that while the local demographic profile tightly matched the recommended franchise model, population density was inadequate for creating and sustaining such a venture. Perhaps a larger city, but relocating the business was not a viable option for the family.

Working closely with SBDC, Tim and Mary set out to remake and reposition their business to appeal to a wider audience. They began researching the local market, specifically with keen focus on identifying an eatery with underserved market potential. It was soon determined that there was no casual, low cost seafood eatery in the Oviedo – Winter Springs area. After several planning meetings with the SBDC, the owners decided that they would shut down My Girlfriend’s Kitchen for several months while remodeling and installing new kitchen equipment and fixtures. Additional owner investment of $90,000 was secured. Good landlord communication bought them several months rent free during this critical “no revenue” rebuilding phase. SBDC further advised the owners on the value of a low cost / high return marketing program. TJ’s Seafood Shack opened for business in November 2008. The eatery is currently profitable with a vastly improved financial position. Eight, at risk, jobs were retained and three new ones added.

Holy Land Stone Company, LLC

In April of 1996 for the first time, Jim Martin’s career led him to Israel. As he approached the City of Jerusalem, he was inspired by what he described “as the most beautiful site he had ever seen.” Traveling throughout the city and countryside, the beauty of the Jerusalem Stone and the connection he felt between the stone and his faith made a lasting impression. When Jim’s business required he return to Israel, he searched for a souvenir of the Jerusalem Stone. Unable to find one, Jim researched the possible channels for importing Jerusalem Stone and established contact with the owner of a quarry who shipped samples of the stone to the Martin home. Over the kitchen island, Jim, Penny and Jim’s brother Mike began brainstorming product ideas.

“This relationship with the SBDC has continued throughout the years and has proven to be a significant resource. In addition to the direction gained through SBDC sponsored training events, the networking opportunities available to small business.”

Penny Martin
Holy Land Stone Company, LLC
Melbourne

In December of 1997 Jim and Penny Martin, Mike Martin, Howard and Sue Rothman, John and Mary Bonenberger founded Holy Land Stone Company, LLC. Penny took on the role of managing partner. The first product was a chiseled cube of the stone with a bronze insert embedded in it that read “Millennium 2000–Prepare the Way of the Lord”. From there Jim, Penny and Mike designed crosses, scripture stones, menorahs, plaques…gifts for all faiths. In April 1998, HLSC moved from the garage to a one room office and single manufacturing bay. In 2000, a laser engraver was purchased to enhance the stones with inspirational quotes and scriptures. The company continued to expand over the years to 4 full-time and 3 part-time employees at its current 3000 square foot leased facility.

After struggling through the first years of business and basically learning by doing” as she describes it, Penny Martin heard about the SBDC in Melbourne. In 2002 she began meeting with SBDC Director and Certified Business Analyst Vicky Peake who provided expert guidance with regard to marketing/sales and financial capital needs.” As Penny explains, “this relationship with the SBDC and Vicky has continued throughout the years and has proven to be a significant resource. In addition to the direction gained through SBDC sponsored training events, the networking opportunities available to small businesses…are invaluable.”

In October, 2008 Holy Land Stone Company purchased a water jet cutting system which provides increased production efficiency. Holy Land Stone Company markets to retail stores, hospital gift shops, funeral homes and cemeteries, long term care facilities, Hospice organizaitons, QVC, churches and online stores.

As Managing Partner, Penny Martin’s diverse artistic and accounting background have led Holy Land Stone from a start up to the development and design of up to 600 products. Penny attributes the company’s success to a unique, inspiring product line, belief in the vision, old fashioned hard work, perseverance, the support of her husband and extended family and the “talented Holy Land Stone team who works together and truly cares about and shares in the mission of giving glory to God through the work we do and products we offer.”

Penny Martin’s spirituality and passion shine in each piece of authentic Jerusalem Stone that is handcrafted in her Melbourne facility. An SBDC client since 2003, Penny has inspired and supported countless customers, colleagues, friends and SBDC clients with her determination to bring the feeling of peace through her more than 600 standard products and her custom pieces for domestic and international organizations. Penny’s interpersonal warmth and concern for people she encounters have been most welcome at our Women’s Expo’s, Women’s conferences, business planning, disaster planning, marketing, government contracting and funding roundtables. Penny is a receptive and eager counseling client and acts swiftly upon recommendations. Holy Land Stone Company currently employs 6 dedicated workers who share the dream to distribute the “precious stones” and their symbolism for years to come. In these challenging economic times, Penny diligently seeks opportunities to expand.

amaZulu, Inc.

Finding “paradise” amid the Recession.

Born in Zimbabwe and raised in South Africa, when Claire Evans decided to pursue her dreams by opening a company in Clermont, FL, in 2002, the name “ama Zulu” seemed only “natural”. With a brilliant and contagious smile Claire will tell you it is a Zulu dialect that means “people of heaven”. Under that name she developed a natural architectural company that would introduce and develop new innovations and sustain higher service standards in the industry by supplying of natural and faux materials such as thatch, bamboo, reeds, etc., and the innovative installation specialists to go with it all.

“Gene helped me get through all of the fluff and get back to the basics.”

Claire Evans
amaZulu, Inc.

When Claire Evans contacted local SBDC counselor, Gene Romagna CBA, it was May of 2008. “I remember the three key things about meeting Ms. Evans”, recalls Gene. “She energetic, organized and faced a big supplier problem.” At the time amaZulu, Inc, had five employees and a successful track record of becoming a key supplier for such notable companies as Disney, Sea World, and Outback Steak House. But as Claire will explain, “the industry was ready for more environmentally safe and longer lasting fire proof synthetic materials, but getting the quality is becoming almost impossible.”

It was trying to sort through that business development process and how to create business agreements that caused her to call Gene at the Clermont SBDC. Working together over the course of the next year, Claire gained the clarity needed to face various obstacles and several attempted solutions to getting a quality product on a reliable basis. Finally, by the summer she was ready to take her plan – which now included working with a manufacturer in Canada – to seek financing. “We needed a half million dollars, but just couldn’t get a bank (she had been to 3) to take us seriously.” Looking at the plans and the financials, Gene suggested that she approach a local lender who he knew to be supportive of small businesses like amaZulu, Inc. The introduction to BankFIRST (the regional office is an active member of the SBDC’s Small Business Resource Network in Central Florida) was just what was needed. “Gene helped me get through all of the fluff and get back to the basics”, says Claire. “It was her dogged persistence and belief in her directions that won out in the end” Gene will say; “she deserves the $500K loan for sure.” It is fitting that at the bottom of every email from Claire is this Thomas Edison quote “Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time”. So the next time you enjoy a little bit of “paradise” at an exotic attractions like a theme park, zoo, aquarium, spa, restaurant, resort, camping facilities, retreat or even high end real estate, you just may be experiencing some of amaZulu’s unique creations.

Magic Ink Artisans

Orlando Entrepreneur Poised for World Expansion

From a career CPA to a temporary tattoo retailer, Gary Gillstedt’s entrepreneurial success is no ordinary story…Gary had been working as a CPA for a construction company in Michigan where one of his major clients happened to be involved with construction efforts on the France and Canada pavilions for the Epcot® project at the Walt Disney World® Resort. During the six months of working onsite in Orlando with the client and visiting Florida on more than a few vacation trips with his family, Gary became acquainted with a business owner who was seeking to sell his well-established venture. In December 1999, Gary decided to purchase the five-year-old business, Magic Ink Artisans – a retail service specializing in applying temporary tattoos on visitors at local theme parks.

“Simply, I would not have survived without the SBDC’s help.”

Gary Gillstedt
Magic Ink Artisans

With a steady market demand, Gary’s newly acquired temporary tattoo service continued to grow at a steady pace until the disaster of September 11, 2001. Tourism to Orlando declined sharply and Magic Ink Artisan’s sales in September and October were down by 85% and showed no signs of recovery. Within just a few months, Gary could no longer draw a salary for himself, fell behind on his installment payments to the seller and depleted his saving and credit line.

Suffering from a severe cash crunch, Gary sought technical assistance from the Small Business Development Center at UCF in January 2002. The SBDC’s Eunice Choi met with Gary and helped him obtain the SBA’s Economic Injury Disaster Loan. For Gary, it was the right move at the right time, and within a very short period the economy and business in general took a turn for the better.

“I do not feel very much like a success story that I want to shout off mountaintops about it as much as I feel sympathy and remorse for all of my fellow vendors in the theme park industry who did not make it,” Gary said, when reflecting on that period of his career.

Since receiving the disaster loan, Gary has continued to seek business consulting services from the SBDC at UCF. To this day, Eunice Choi as served as a mentor and provided third party opinions as Gary worked to strengthen and expand his business. The SBDC assistance Gary received ignited his philanthropic perspective. When Eunice Choi asked Gary to serve on the Entrepreneur Advisory Board of the Disney Entrepreneur Center, he agreed immediately to help his entrepreneur peers. “Simply,” Gary said, “I would not have survived without the SBDC’s help. I would like to repay the community.”

It’s been almost a decade since Gary’s dream of owning his own business inspired him to make a move from the mid-west to the sunshine state. Today, Magic Ink Artisans has 11 kiosk locations across Walt Disney World® Resort including Animal Kingdom, Blizzard Beach, Disney Hollywood Studios, Downtown Disney, and Typhoon Lagoon. Gary’s insatiable innovative spirit has led him to add a new line of interactive guest service. In May 2009, after more than a year of extensive research and development, Gary invested in BeadforLife, a project which sells beads made from recycled paper by Ugandan women. Gary was inspired by the eco-friendly and philanthropic message of BeadforLife and introduced the fun of stringing African beads into bracelets and necklaces to his current product mix. With this new project and working in tangent with Disney, Gary’s company is poised to enter the global market.

Turf Athletics

Batter, batter, batter…swing.

The familiar sound of a baseball bat hitting a ball is unmistakable. It was a familiar sound John Denny could not live without. A retired professional baseball player, Denny played on several teams throughout his career, most notably the Seattle Mainers. But, after the birth of his daughter, he wished for a quieter lifestyle that would include spending time with his family and watching his children grow. John’s wife, Lore, wished for the same and also wanted more stability for their family. She was growing tired of moving to a new place and new home at the turn of every baseball season. However, because baseball was such an integral part of John’s life, he did not want to stop doing what he loved. The Denny’s decided opening Turf Athletics was the perfect solution.

“The most wonderful part of the business is that is a family business we get to watch our children grow while growing the business, it is definitely the best of both worlds and we are ecstatic.”

Lore Denny
Turf Athletics

In February 2007, Lore Denny contacted the SBDC at UCF’s assistant director Pauline Davis to discuss the idea of opening a batting cage facility. Over the next few months, Pauline worked with Lore to develop her business plan and financing. With the business assistance Pauline provided, John and Lore Denny then started the process of selection a location. Once again, Lore contacted the SBDC and Pauline offered guidance to Lore, making sure the location had the proper zoning and licensing, as well as any other special requirements.

In June 2007, Turf Athletics, a professional–grade baseball and softball training facility located in Winter Garden, opened its doors. It was very important to John for the facility to be top-quality and authentic, Turf Athletics equals or exceed any professional facility nationwide. The facility offers four professional size batting cages that can accommodate professional players. In fact, it is not unusual to see professionals practicing at the facility. The facility also includes a multi-use indoor turf and outdoor training facility, as well as a pro shop. In addition to the equipment, Turf Athletics offers baseball and softball instruction, birthday parties, and camps. The facility caters to players of all ages; individuals can reserve a cage or an entire team can reserve several cages.

Now that the business has been open for almost two years, John and Lore are still excited about the opening of the business. Because nothing is routine, every day brings an exciting challenge – from watching students surpass their athletic goals, to scheduling teams, or planning the next event. The couple also quickly found their place in the company. Lore is responsible for the marketing and management of the company – making sure everything runs smoothly, while John sticks to what he loves – baseball.

On a typical afternoon the parking lot is buzzing with parents dropping off kids for individual lesson or a meeting place for the team. The wonderful thing about the facility is the comfort of practicing indoors, seven days a week no matter what the weather is outside. The Denny’s are grateful to the community for their support and the opportunity to realize their dreams. Lore appreciates the assistance from the SBDC and says, “It has taken quite a bit of effort to get the business to this point and Pauline has been there offering business advice and encouragement. She has talked me through a few panic situations.” Lore also state, “The most wonderful part of the business is that is a family business we get to watch our children grow while growing the business, it is definitely the best of both worlds and we are ecstatic.”

Pesto Diva

Business Woman Takes Dreams to Next Level with Whole Foods Contract

Anna Mele loves to cook and started Pesto Diva in 1997, making nine flavors of pesto for sale every Saturday at the Winter Park Farmers Market. This all-natural Pesto became a popular local item. The big break to take her business beyond the farmers market came in 2008 when a Whole Foods representative and regular customer expressed interest in offering her pesto in two Central Florida stores, Winter Park and Dr. Phillips.

“The counseling provided by the SBDC at UCF went beyond the business fundamentals… the personal involvement and mentoring was more important than the numbers.”

Anna Mele
Pesto Diva

From her home, Anna produced the 18 to 20+ cases per week to meet a demand that was growing. In early 2009,Whole Foods notified Anna of their desire to expand the distribution to all 16 stores statewide through their distribution center in Naples. A small business owner’s dream comes true? Anna now faced the real challenges of taking her business to the next level. Production was going to increase to 150 to 300 cases per month which required professional kitchen space, walk in freezers, container and ingredients inventory, employees, billing/invoicing, pallet size shipments and most importantly working capital.

Anna looked to the SBDC at UCF for assistance, she and SBDC counselor, Roger Greenwald, CBA, stepped back and prepared an operations plan detailing the needs, cost and time lines. Additionally, a financial pro forma was developed as a platform to secure necessary funding. Anna was successful in obtaining private funding enabling her to inventory containers, ingredients, rent kitchen space and have adequate working capital to produce and deliver an initial order exceeding 80 cases representing nearly 960 product units.

Scribbles, Your Little Home Learning Center

Providing piece of mind, convenience and quality service to working parents is the goal of Scribbles, Your Little Home Learning Center. After three years and much thought, Adriana Hoyos and Thamara Sanchez were ready to launch their business. Being new to Central Florida the question was where to go to obtain guidance.

“We would definitely recommend the services of the SBDC at UCF – they are here to help businesses succeed”

Adriana Sanchez
Scribbles, Your Little Home Learning Center

In August 2009, Adriana scheduled an appointment at the SBDC at UCF – Kissimmee to learn about starting a business in Osceola County. “I found it comforting to know that there was someone bilingual that I could speak to. I manage English but it is not the same thing when your first language is Spanish and you need to make decisions; you want to make sure you understand clearly what it involves, especially a decision as opening your own business.”

The major challenges the client faced were getting to know Osceola County and understanding the processes required to start the business. The SBDC at UCF – Kissimmee assisted Adriana through one-on-one counseling, developing the business plan, guiding her in the right direction for licensing registration and providing access to resources. “[The SBDC at UCF – Kissimmee] emphasized the importance of my financials making sure that I knew accurate start-up costs and operating expenses to ensure we were properly capitalized since we were not seeking outside financing.”

In November 2009, Adriana and Thamara opened Scribbles, Your Little Home Learning Center, a learning and tutoring center located in Celebration, Florida. The mission of the center is to strengthen academic skills, through educational and playful activities, to achieve high motivation and improve school performance. They have created an environment where kids can learn and have fun at the same time. Adriana and Thamara continue to use the services of the SBDC at UCF – Kissimmee for assistance in marketing and training.

Pet Street Veterinary Care Center

Following the American Dream—Owning your own home with a yard for children and pets to play plus having your own business for many around the world is the “American Dream”. On October 12, 2009, Dr. Willem-Jan van Deijck, DVM realized his dream and opened the doors of his new “State of the Art” veterinary clinic: Pet Street Veterinary Care Center.

“They [the SBDC] can give you lots of information and advice. I strongly recommend businesses starting out to go there first.”

Dr. Willem-Jan van Deijck, Owner
Pet Street Veterinary Care Center

Ten years before this momentous event the journey began with graduation in 1999 from the University of Utrecht, The Netherlands. He then spent six years sharing his time in a very busy 24/7 emergency animal hospital in Rotterdam, on a national TV show on veterinary care and teaching ambulance personnel emergency care for animals. At the end of 2005, Dr. Willem-Jan van Deijck, his wife Barbara and two children moved to sunny Palm Coast, Florida and began working as a full time veterinarian in a successful local clinic.

After finding that veterinary practice in the United States, especially private clinic work, was very rewarding he was ready to fulfill his desire to run his own business. This would give him the opportunity to develop systems to provide the newest and best treatments for his clientele. He was confident that his clinical knowledge and Barbara’s business experience would be a successful combination for their own business. Their education in research practices served them well as they began planning their business. They used trade association and SBA information to uncover resources that would assist their business start up.

They met with the SBDC at UCF’s sub-center at Daytona State College to get guidance on their business plan, financing and marketing strategies. They also used SBDC online and campus workshops to gain additional information. After developing a confident feasibility analysis, a thorough business plan, and site selection they were able to get a $400,000 loan from Bank of America to set up their state of the Art Veterinary Hospital in Ormond Beach. Dr. Van Deijck spoke highly of the Small Business Development Center at Daytona State College- “They can give you lots of information and advice. I strongly recommend businesses starting out go there first”. “The first eight months have been a huge learning curve, but I’m glad I did it” states Dr Van Deijck. The Daytona branch of the SBDC for the University of Central Florida has been a valuable partner for Pet Street Veterinary Care Center not only as an information center but also promoting the practice with the media and throughout the community.

www.petstreet.us

Hooah, LLC

Just 18 months after becoming a client of the Advisory Board Council, this interactive communications company achieves 265% revenue growth. Even while developing his creative talents in art school, Jorge Suria knew he wanted to be an entrepreneur. His dream of opening his own agency came to fruition in 2003 when he established Hooah LLC. An expression of high morale, strength and confidence popular in the military, Suria thought Hooah would be an ideal name for his firm which provides marketing, IT and video production services to clients such as the U.S. Army, Army National Guard and Army Reserves.

“There is a direct correlation between the board’s involvement and our growth.”

Tanya Zeiher
Hooah, LLC

Hooah has been utilizing the services of the SBDC at UCF’s Procurement and Technical Assistance Center since 2007. In 2008, after attending an SBDC Advisory Board Council (ABC) Reception for Small Business Owners, Suria decided to apply to the program. “We wanted to have an advisory board because we saw potential for growth and the challenges it would bring and we wanted to get objective advice from people who didn’t have any personal interest in the company,” remarked Suria. When Hooah applied to the Advisory Board Council there was some discussion on the firm’s readiness for the program as they barely met some of the ABC’s eligibility guidelines. However, the company was working hard to reach their potential and was certified as a Minority Business Enterprise and had just been granted Small Disadvantaged Business 8(a) status by the U.S. SBA. Jill Kaufman, ABC Program Manager, decided to accept Hooah as a client and began work on their board formation.

According to Suria, “One of the most valuable aspects of working with the Advisory Board Council is the fact that they specifically tailored Hooah’s board to our company’s needs. He continued, “I can’t imagine putting together a board without the SBDC’s help.” Some of the projects Hooah sought help with from their board include: contract negotiations and contract review; putting proper accounting systems in place; determining cost and price structures; and mapping out their business development strategy. According to Hooah vice president, Tanya Zeiher, “The board has helped us at a strategic level to map out our growth strategies and really hone in on what we do and who we are. They helped us define our strengths and clarify the areas of service we should focus on.” In addition, Hooah’s board recommended the company rebrand itself, re-position the firm in the marketplace and determine where they needed to focus the business. Some of the board’s best advice surrounded Hooah’s business development plan. Suria commented, “The board helped us create a very effective business development strategy which enabled us to branch into and win work in the utilities sector, a new industry segment for us.”

Today, Hooah is one of the fastest growing companies in the entire ABC program. “There is a direct correlation between the board’s involvement and our growth,” remarked Zeiher. Revenues have jumped 265% to $2 million and in 2010 the firm expects to double its sales again. Hooah has also tripled its number of employees and hired 10 new staff members. The firm targets federal and local government work and also serves large private sector organizations. In August 2009, Hooah opened a branch office in Arlington, Virginia to better serve their growing clientele in Washington, D.C. That office employs a staff of five information technology professionals. One of their main projects has involved managing a large internal website for the Army National Guard called Virtual Armory.

Engineering & Computer Simulations (ECS)

Waymon Armstrong, president and CEO of Orlando-based Engineering and Computer Simulations, Inc., (ECS) was named the 2010 National Small Business Person of the Year by the U.S. Small Business Administration during National Small Business Week in Washington, D.C. on Tuesday, May 25.

President and CEO of ECS, Waymon Armstrong, Named 2010 Small Business Person of the Year

A client of the Small Business Development Center at UCF (SBDC at UCF), the SBDC at UCF honored Armstrong, his family and ECS staff for being named Florida’s 2010 Small Business Person of the Year during the SBDC’s small business awards luncheon at the Citrus Club on Tuesday, May 18. Armstrong, who started ECS in 1997, experienced challenging times in the early years of business. After the 9/11 tragedy it became impossible for Armstrong to make payroll and he was forced to layoff employees. To keep ECS afloat, Armstrong deferred his salary for more than three years. To overcome the challenges he faced, Armstrong actively sought assistance from the SBDC at UCF in 2003 including participation in the Center’s six-part strategy planning workshop series. The six-part program, sponsored by Orange County Government, was designed to assist established business owners with analyzing the external environment and competition, building a unique brand, developing collaborative relationships to build a competitive advantage, determining capital needs, and evaluating and developing corporate resources and direction. Through his determination to succeed, Armstrong focused on developing long-term strategies. By 2008, ECS doubled its revenues and has seen a 640% sales growth over the past three years.

Today, ECS is one of Inc. Magazine’s 500 fastest growing private companies in the nation. “Waymon Armstrong is truly deserving of this prestigious national award. He is an extraordinary entrepreneur and is an ideal role model for small businesses across the nation. Congratulations to Waymon and all the employees at ECS,” said Thomas L. Keon, dean of the UCF College of Business Administration. “I also applaud Eunice Choi and her staff at the SBDC for their continued success working with clients.” ECS is a leading provider of gamed-based simulation systems and interactive performance assessment tools that train emergency medial personnel and emergency management teams from different jurisdictions to cooperate in the event of a natural disaster, and simulation training programs that teach unmanned vehicle operational personnel procedures to launch and operate unmanned vehicles. ECS currently employs 45 people and recruits from the Central Florida talent pool.