Many times you have heard do what you love for a successful career. I agree and believe that when you are fueled by a passion and follow it, the road to success is achievable. I tell clients, the consequence of building what you love is fortune. I know from experience, as it’s the path I choose as my career started. I didn’t go into business with making money in the forefront, I went into business because of my strong interest in ice cream and the customer’s it attracts.
What to do?
When I graduated high school, I was mostly clear on what I wanted to do which was to be self employed. I did not have a business plan or long term strategy, other than I wanted to do something no one else in town was doing. Two years later, was the opening of Darryl’s Ice Cream Factory in Toledo OH. If you are not familiar with “T Town” as some refer to, is what I would catagories as a sophisticated working man’s town and a bedroom community to Detroit, the auto industry giant. Although Jeep and the GM transmission plant were in Toledo, the main action for work in auto was commuting to work in the The Motor City. Toledo had numerous companies making parts for the auto industry and in the 80’s, based six fortune 500 corporations. So Toledo was where I decided to start my business and make high quality ice cream in never before heard of flavors and concepts.
Where I started:
I was raised on the west side of town which at the time considered upper middle class, where neighborhoods were clean, your neighbors watched your kids, doors weren’t locked and need was not a factor while growing up. With that upbringing came a determination to continue a similar lifestyle and have the confidence that whatever I decided to do, would be successful and fun. I didn’t have a plan or understood how I would achieve a successful business, but I understood that if I did something unique and better, success would follow. To start I purchased a pharmacy built in the 20’s, with mahogany, bullet glass cabinets and an original Bastin Blessing soda fountain. For those too young to recall, it was common in the 19th century for a drug store would have a soda fountain counter, serving beverages and ice cream concoctions like floats, dope sundae and sodas. So when I discovered this gem in a lower income section of town on the east side, I didn’t think twice if this would be a good location or not. True, I could have started on the west side where disposable income and traffic was greater, but the building and space represented exactly what I was envisioning for my homemade ice cream concept.
How did I decide on the concept?
During summer vacations, it was common for my family drive to Massachusetts to visit family. While there, we would make an occasional drive to Boston and make a stop at Steve’s Ice Cream in Somerville, MA. As a kid this was big, Steve’s would always have a line to get in, but it was worth the wait, why? Because, Steve’s was doing something that was not seen anywhere else. Offering generous portions of delicious products and getting everyone very excited about the experience. The concept wasn’t fancy, but original, where ice cream was made in the front window in a White Mountain Freezer for all to view and while at the counter you would watch your flavor get smash and flipped on a marble surface while adding big chunks of candy and nuts, then folded in a ball and served. Holy moly, there I stood, choosing from large number of ice cream flavors and then pointing to the items I wanted folded in. A true custom flavor that I created, who did that in the 70’s, answer, no one but Steve’s. This little shop was an example of a successful concept and destination spot and from that I decided my little Toledo business would achieve the same. My plan was to be the talk of the town and destination place where every customer of any age, would have a great experience. What will I offer; unheard of creative flavors, excitement, intrigue, with high quality products and service.
Darryl’s Homemade Ice Cream Factory:
In 1978 I purchased a White Mountain freezer and space that reflected my unique concept, but had never made ice cream, period. My determination and passion were so strong, I didn’t have much concern about the learning curve to make product, develop flavors or operate a business, I knew I would get through start up without issue and so I did. Over the next two years and as expected I became a name and destination spot. The shop was just a few miles from the downtown business district, so in the second the summer, I decided to place a cart in the downtown square and serve 4 flavors of ice cream during most office workers lunch break. Very quickly, lines formed and people gathered from 11:30 am – 1pm Monday – Friday. Word spread and the cart quickly became a destination point at lunch time. As for my shop, customers would come in and tell me they just drove 30 minutes to try what they had heard about. As time passed I continued on a path to introduce exciting flavors in respectable serving sizes and guess what, price never became an issue for the customer. Protein fortified shakes were lunch for some and hugh banana splits dessert for others. Chefs would come in asking me to make a specific flavor to serve in their restaurant and customers would tell me about a past flavor they loved. I even made a flavor called Darryl’s Delight that was listed in a 1982 publication of The Very Best Ice Cream and Where to Find It.
What did I create:
I took an item and concept I loved and made it better. I gave the customer the opportunity and place to get excited, engaged and best of all, tell their friends and come back for more. The consequence, a profitable business that I looked forward to being a part of everyday.
What business can you create?
Anything you desire and have a passion for. I share my story in hopes to pass along as example, that success can come in many forms and with persistence and stay the course, you will be proud of what you created.
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