We caught up with the brilliant and insightful Angela Brooks a few weeks ago and have shared our conversation below.
Angela, thanks for joining us, excited to have you contributing your stories and insights. Your ability to build a team is often a key determinant of your success as a business owner and so we’d love to get a conversation going with successful entrepreneurs like yourself around what your recruiting process was like -especially early on. How did you build your team?
Although we started small, often just my daughters and myself, we did hire employees pretty much right away. One area that small business owners struggle with is making sure you have the right people in the right place, so that you as the owner can focus on the areas of the business that will bring growth. A small business can become pretty stagnant if the owner is spread too thin or time is consumed in the wrong places.
Zig Ziglar once said “You don’t build a business, you build people, then people build the business.” This quote really resonated with me, as I recognize that your team is who your customers interact with on a daily basis. They are the face of your company. So many organizations do not understand the true value and importance of their employees. The human connection is lost.
At Mootown Creamery we have an exciting opportunity when it comes to staffing. As an ice cream shop, we appeal to teenagers and young adults, many of which have never been in the work-force before. It is such a unique and privileged position to be a part of someone’s first job experience! Knowing that their experience at this job can lay the foundation for their future careers. It is important to me to provide the building blocks for success.
No one starts their first job knowing what to do. Many of these kids have never picked up a broom before, or know how to answer a phone in a professional way. Yet so many employers get frustrated and angry with kids when they make mistakes. With this in mind, I developed a culture at Mootown Creamery that fosters positivity, learning, and growth – without fear. We have a “no discipline policy” and no one has ever been “written up”. I feel very strongly that no one wakes up in the morning and says “I really want to mess up at work today!”. Mistakes happen! It is what you do with that lesson that makes you a better person. Can we correct this mistake now? What did we learn? How can we do that better next time? These are the questions that are asked of our staff. Additionally, when you aren’t afraid to get in trouble, you’re more willing to try new things and take risks. Thru risks (and failure) are when the the biggest and most lasting lessons are learned. We aren’t training robots to complete tasks, we’re helping to raise young adults who will be productive members of society. It is vitally important that these kids are confident and empowered when entering the next chapters of their lives.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
Mootown Creamery has been serving smiles and “udderly” delicious homemade ice cream in the Cleveland, Ohio area since 2004. Our ultra-premium ice cream is made in small batches in-store using Ohio dairy and other high quality ingredients. With over 75 mix-in and topping options, getting a sundae is a fun and interactive, create-your-own experience with endless possibilities. At Mootown we are “more than just ice cream” and feel strongly as a small business it is important to be invested and actively involved in the communities that we serve. Locations in both Berea and North Ridgeville, Ohio.
For locations, hours, menu and event information visit www.mootowncreamery.com.
Let’s move on to buying businesses – can you talk to us about your experience with business acquisitions?
I purchased Mootown Creamery in 2017 and am the 4th owner. The brand began in 2004 with the intent of becoming a local franchise and several locations were opened shortly after its inception. The original owners disbanded and closed the first location in 2008. The only store that remained opened was the location I purchased. At the time of purchase all branding rights remained with that location and was included in the purchase.
I had debated on starting my own business from scratch or purchasing something existing. There are pros and cons to both options. For me, I fell in love with the charm of Mootown and its history in the community. Usually when you purchase an existing business, certain things are already established. Unfortunately for me, due to the multiple sales over the years, there were a lot of holes and lack of historical data. It was quite the risk and any business expert would have told me it was a bad decision. However, I was confident in my experience and expertise with start-up businesses – that I felt comfortable and that the risk was worth it. It took a few years to get the business to where I’d like it, and we continue to grow, so I am very glad I followed my gut.
How’d you build such a strong reputation within your market?
Honesty and integrity and being a active owner helped build my reputation within our market. My customers know my face, my community sees my involvement, and I conduct business in a customer-focused and positive way. I also support my team and provide them with a safe and encouraging work environment. While our product (ice cream) is also homemade and delicious, its “more than just ice cream”, and running a business for the “right reasons” is my “bottom line”. I often say “you come as a stranger but leave as family” and I do firmly believe that. You can get ice cream literally anywhere, but its that experience that makes a difference.
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Image Credits
Studio Lott Photography