We recently connected with Richard Soliday and have shared our conversation below.

Alright, Richard thanks for taking the time to share your stories and insights with us today. Often the greatest growth and the biggest wins come right after a defeat. Other times the failure serves as a lesson that’s helpful later in your journey. We’d appreciate if you could open up about a time you’ve failed.

Rising from Betrayal: A Story of Resilience and Success

Starting a business is often a labor of love, passion, and vision. For me, it was all those things—and more. It began with a dream shared with my best friend of over 20 years. Together, we embarked on an entrepreneurial journey, determined to create something meaningful and successful. Little did I know, the dream would come crashing down, only to be rebuilt into something far greater than I had ever imagined.

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The Dream That Turned into a Nightmare

Our initial business took off with remarkable speed, generating nearly $500,000 in sales within the first five years. It felt like the culmination of years of hard work and shared ambition. I believed I was a 50% partner, a full stakeholder in our venture. But one fateful day, I discovered the truth: my name was never on the LLC.

That realization was crushing. My so-called partner had never formalized our agreement. Everything I had worked for—the long hours, the sacrifices, the trust I had placed in my best friend—felt like it had been stolen from me. The betrayal cut deep, but it also fueled my resolve to take control of my destiny.

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Building a New Beginning

After shutting down the previous operation, I was at a crossroads. Instead of letting the betrayal define me, I chose to rise above it. With the support of the incredible team of employees who believed in me, we started fresh. Together, we launched a new company built on the values we all held dear: honesty, transparency, and hard work.

We started small, with just one boat offering tours in Florida’s breathtaking Space Coast. From the beginning, we focused on creating memorable, family-friendly experiences. Our tours featured spectacular views of the Indian River Lagoon, up-close encounters with dolphins, and awe-inspiring rocket launches. Every tour was narrated to share the rich history and natural beauty of the area.

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Growing Through Integrity and Teamwork

What began as a single-vessel operation quickly grew. Our commitment to excellence and customer satisfaction earned us loyal guests who spread the word about their unforgettable experiences. Within a few short years, we expanded to three vessels, each offering unique tours showcasing the wonders of Florida’s wildlife and waters, including:

– Dolphin Tours: Encounters with playful dolphins in their natural habitat.
– Rocket Launch Tours: Front-row seats to watch the marvels of space exploration.
– Bioluminescence Tours: Magical evenings witnessing glowing waters under the night sky.

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Lessons Learned

This journey taught me invaluable lessons about resilience, trust, and the power of starting over. It reinforced the importance of surrounding yourself with people who share your values and vision. My new business partners are more than colleagues—they’re a family united by a common goal.

Today, our business thrives because we’ve built it on a foundation of trust and mutual respect. We’ve learned that the best way to achieve success is through hard work, transparency, and a genuine passion for what we do.

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Inspiring Others

This isn’t just a story about turning failure into success; it’s about reclaiming your power and believing in your ability to start anew. I want others to know that even when faced with betrayal or setbacks, you can rebuild and come out stronger.

The waters of the Indian River Lagoon and the shores of the Space Coast are now home to a thriving business that celebrates the beauty of nature, the thrill of discovery, and the resilience of the human spirit.

So, if you ever find yourself on one of our boats, know that you’re not just enjoying a tour—you’re part of a story of perseverance, redemption, and unwavering belief in the power of a dream.

And welcome to the family!

Richard, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

From Land-Lubber to Sea Lover: My Journey to Building a Thriving Business on the Water

I grew up as a landlubber in Central Illinois, far from the ocean, but I always had the heart of a water child. Whether it was dreaming of endless waves or watching boats drift on nearby lakes, I knew the water called to me. After going to school for design, I realized I wanted something more. That’s when I hopped on a tour boat in Chicago, and I never looked back.

Years later, I partnered with an old college friend, packed up, and made the move to Florida’s beautiful Space Coast. Together, we launched **Sail Cocoa Beach**, and the adventure truly began. Ending currently with Cruise Cocoa

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What We Do
At its core, Cruise Cocoa is about creating *once-in-a-lifetime experiences* for people of all ages. We bring guests closer to Florida’s vibrant waterways, incredible wildlife, and the captivating stories that make this area so special.

Whether it’s:
– Sailing on serene waters,
– Boat Deliveries
– Sailing and Boating Courses
– Or simply offering a chance to relax and reconnect with nature,

We make every moment unforgettable.

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What Sets Us Apart
We’re not just a business; we’re a family. Starting over after challenges in the past brought me together with an incredible team of people I now call family, not just business partners.

We care deeply about every guest who steps aboard. Whether you’re a seasoned adventurer or a first-time boater, our goal is to provide the best service possible. From kids to grandparents, everyone deserves to feel the magic of being on the water, and we make sure that happens.

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What Makes Me Proud
I’m most proud of the fact that we built something that brings joy to so many people while staying true to who we are. Every tour, every sailing lesson, and every connection we make reminds me why I took that leap of faith so many years ago.

It’s not just about the boats or the business—it’s about the memories we help create. Seeing someone spot a dolphin for the first time, hearing the laughter during a sunset cruise, or teaching someone the ropes of sailing for their own adventures—that’s what fills my sails.

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How We Can Help You
Looking to:
– Book a one-of-a-kind tour?
– Learn the ins and outs of boating?
– Deliver a vessel to a new destination?

We’re here to make it happen. Just give us a call, and we’ll assist with any of your boating needs.

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Join Us for an Adventure
From a kid from Illinois who dreamed of the water to someone who now gets to live that dream every day, I can honestly say there’s no greater joy than sharing this passion with others.

We invite you to join us, create lasting memories, and experience the beauty of Florida’s waterways for yourself. No matter your age or experience level, there’s something waiting for you out on the water, and we can’t wait to help you find it.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing your clientele is rooted in building genuine, meaningful connections within your community. Start by engaging with local businesses, chain establishments, and organizations to create mutually beneficial partnerships. Get involved in your local area—support events, collaborate on projects, and be present where it matters most. By helping others, you not only strengthen your community but also build a network of support that helps your business grow organically.

For your clients or guests, the golden rule is simple: always provide the best product or service possible. If something goes wrong or falls short, take the loss and make it right. Sacrifice—whether it’s time, money, or effort—is essential to delivering excellence consistently. The end result? A business that stands out because it truly cares.

Make your connections feel like family. Learn about them, understand their needs, and build relationships that go beyond the transaction. When you help others succeed, they’ll naturally want to support you in return.

Additionally, focus on creating unforgettable experiences. Give your clients something they’ll cherish—a unique memory or moment that sets you apart. Being memorable in this way ensures your brand will be top of mind when they or someone they know needs your services.

Finally, embody kindness, generosity, understanding, and unwavering commitment to what your business stands for. Every single person on your team, from employee to owner, represents your brand. When your entire organization exemplifies these values, you’ll not only grow your clientele but also build a loyal, lasting community around your business.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

**What’s a lesson I had to unlearn?**

One of the biggest lessons I had to unlearn was the idea of “winging it” and figuring things out as I went. Early on, I approached challenges with the mentality of “throw it against the wall and see if it sticks.” While this mindset might occasionally lead to quick fixes, it’s a terrible long-term strategy. It wastes precious resources, revenue, and, most importantly, your resolve.

I learned that true success comes from being *prepared*—thinking of your business from the first step to the final delivery. You need to plan for every possible outcome. This is where a **Standard Operating Procedure (SOP)** becomes your greatest asset.

In our business, we call our SOP the “Bible.” It’s not about religion—it’s about having a comprehensive guide that contains every answer for running the business effectively. We’ve spent countless hours creating and refining this document to include every potential problem, outcome, and step-by-step solution (often with multiple approaches).

The biggest takeaway? When you take the time to build your SOP and truly think through every scenario, your business gains the ability to thrive even without your constant oversight. The SOP becomes the foundation of your business—a structure so solid that it can weather any storm.

Unlearning the “wing it” approach taught me that preparation isn’t just about being organized—it’s about ensuring the survival and scalability of your business.

Contact Info:

• Website: https://www.cruisecocoa.com
• Instagram: https://www.instagram.com/cruisecocoa
• Facebook: https://www.facebook.com/CruiseCocoaLLC/
• Linkedin: https://www.linkedin.com/company/96602672/admin/dashboard/
• Youtube: https://www.youtube.com/watch?v=8mHQJJp9RYk
• Yelp: https://www.bing.com/ck/a?!&&p=72040ea2a284466ca8bcb34c32170f578f8a90ac3a3f45934e0abe73fa255f94JmltdHM9MTczNDEzNDQwMA&ptn=3&ver=2&hsh=4&fclid=1b8ef34b-633d-65cc-3e96-e1a362516491&psq=google+cruise+cocoa&u=a1aHR0cHM6Ly93d3cueWVscC5jb20vYml6L2NydWlzZS1jb2NvYS1jb2NvYS1iZWFjaD9tc29ja2lkPTFiOGVmMzRiNjMzZDY1Y2MzZTk2ZTFhMzYyNTE2NDkx&ntb=1
• Other: google: @cruisecocoa
  tiktok: https://www.tiktok.com/@cruisecocoa