EVOLVE Magazine - First Coast Edition - June 2021 by Graphic Design by Leslie

P A L M COAST RE GION

BUSINESS AND ENTREPRENEUR MAGAZINE JUN E 2021 | $6.95

BUILDING BUSINESSES THAT LAST ISSUE

BUILDING BUSINESSES THAT LAST: IT’S ALL IN THE DETAILS Marna Conner, owner Lotus Gallery & Fine Framing. Allen Whetsell and Sal Passalaqua, managing partners Flagler Palms Memorial Gardens. Jesse H. McKnight III, owner Flagler County Abstract Company.

BEATING THE ODDS: BUILDING A BUSINESS THAT LASTS CREATING A NEW CULTURE FOR EMPLOYEE RETENTION

ENTREPRENEURIAL ‘ECOSYSTEM’ KEY TO BUSINESS SUCCESS

ZOOMING INTO THE FUTURE This issue of

is provided courtesy of

Support Your Business Community by Investing in Skills Based Education Skill and Trade education are vital to the economic growth of our communities. The SkillPointe Foundation provides scholarships for individuals of all backgrounds pursuing skill training for highdemand careers not requiring a fouryear degree.

The Flagler County Education Foundation is partnering with the SkillPointe Foundation to provide scholarships to Flagler residents seeking to acquire new skills, to reskill or up-skill in order to pursue a skills or trade career.

For more information on how to participate in this initiative, please contact the Flagler County Education Foundation at 386-437-7526 or via email to to fcef.main@gmail.com.

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Pick Your Path. Find the Train Get the Job.

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TABLE OF CONTENTS

EVOLVE Business and Entrepreneur Magazine

In Every Issue 03

From the Editor

Beating the Odds - Building a Business that Lasts

28 The Road Ahead

12 30

The future of cities is as much in bits and bytes – smart systems and software applications – as it is in physical infrastructure.” page 22

Entrepreneurial ‘Ecosystem’ Key to Business Success

Community Service Means Good Business

Features PALM COAST REGION

BUSINESS AND ENTREPRENEUR MAGAZINE JU NE 2 0 2 1 | $ 6 . 9 5

Design of Dream: Palm Coast’s Town Center Moving from Concept to Reality

22 Zooming into the Future

BUILDING BUSINESSES THAT LAST ISSUE

BEATING THE ODDS: BUILDING A BUSINESS THAT LASTS CREATING A NEW CULTURE FOR EMPLOYEE RETENTION

ENTREPRENEURIAL ‘ECOSYSTEM’ KEY TO BUSINESS SUCCESS

ZOOMING INTO THE FUTURE This issue of

is provided courtesy of

Photo credit: Marina’s Photography

Building Businesses That Last: It’s All in the Details

18 Creating a New Culture for Employee Retention

| 2 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

26 Home Based Business | 5 Reasons Your Business Needs a Home Besides Your Home Office

FROM THE EDITOR BUSINESS AND ENTREPRENEUR MAGAZINE

EVOLVE Palm Coast Region is published by TouchPoint Innovative Solutions.

PUBLISHER Howard M. Holley

EDITOR Greg Blosé, II

MANAGING EDITOR Jennifer Gravel

ART DIRECTOR Leslie Proctor

MEDIA & AUDIENCE DEVELOPMENT Alejandra Galan

ADVERTISING SALES Jeanne Coates

EDITORIAL ADVISORY COMMITTEE Cindy Dalecki • Marketing 2 Go Jacqueline Jones • Heaven Hill Brands Dolores Key • Flagler County Economic Development Aaron London • Journalist/Writer Joseph Roy • Coastal Entrepreneurship & Innovation Institute

Interested in Advertising?

If you would like to advertise in EVOLVE, please call 386.449.8353 or email us at info@ evolvemagazinesflorida.com.

Write For Us!

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After owning your own home, becoming an entrepreneur and starting

your own business is one of the ways Floridians strive to achieve the

American Dream. Locally, 80% of all businesses have 10 or fewer employees. So, Flagler County has its share of entrepreneurs. But simply starting a new business doesn’t guarantee success. It’s quite the opposite, we confirmed. This month we asked ourselves:

• What steps are entrepreneurs taking to make sure their businesses succeed?

• In what ways has technology helped entrepreneurs?

• What are the keys to ensuring entrepreneurs continue to find success year after year?

• Which business trends that started in response to the pandemic will continue after COVID health protocols are reduced?

The EVOLVE Magazine team set out to better understand what drives

the entrepreneurial spirit in Palm Coast. The result is the following

comprehensive series of articles that offer a wide-variety of perspectives on entrepreneurism and elements to ensuring business longevity in our area.

It’s an exciting time in our region for several reasons: tourism season is

under way; mask mandates are gone and the “new normal” is beginning to reveal itself.

What’s also revealing is looking back at data from one year ago, when we

found ourselves at the bottom of the COVID-19 recession. From April 2020

to April 2021, Flagler County has regained nearly 7,000 jobs lost during the

global pandemic, but more progress needs to be made as our region still has 1,366 fewer jobs than our highest pre-pandemic employment level.

Entrepreneurs typically cause disruptions in the marketplace, usually via

innovative products or practices. Better understanding how entrepreneurs

responded to the ultimate global disruption that was COVID-19 could shed light on secrets to business success.

We hope you discover those secrets in this edition of EVOLVE Magazine. Sincerely,

EVOLVE is published four times per year. EvolveMagazinesFlorida.com by

TouchPoint Innovative Solutions All rights reserved. No portion of this magazine may be reproduced without the express written consent of the publisher. TouchPoint Innovative Solutions assumes no responsibility for errors or omissions.

President/CEO, Palm Coast-Flagler Regional Chamber

Editor@evolvemagazinesflorida.com

Scan the QR code to access EVOLVE digital or visit

EvolveMagazinesFlorida.com

JUNE 2021 | 3 |

Beating the Odds - Building a Business that Lasts by Joe Roy

or Entrepreneurs, the dream of owning your own business is exciting. You have great ideas, see opportunities to earn an income, have the time and courage to make your own decisions, and have

a desire to make a difference in your community! No one starts a business thinking it will fail, yet according to the Bureau of Labor Statistics, 20% of all small businesses will fail in the first year, 50% will fail by the 5th year, and 70% will close by the 10th year. A business that closes is devastating to the owners and her/his employees, resulting in lost salaries, wages and owner invested funds. The impact of a business closure on a community includes lost tax dollars, additional stress on public health and an increase in poverty levels. In understanding why businesses fail, my focus will be on the 30% of businesses that have succeeded, and in doing so, we’ll outline what it takes to create and grow businesses that last.

Failure to Plan is Planning to Fail. There is a wealth of business talent available to startups and existing businesses in our area. This talent can be found at SCORE and the Coastal Entrepreneurship and Innovation Center. We are fortunate to have a retiree base

that has held executive positions throughout industries both nationally and internationally and is willing to give back to help others. It is not a sign of weakness to sit with someone to discuss your ideas and plans. Rather it demonstrates your commitment to doing everything possible to create a business that will defy the odds.

Who Is Your Customer and Who Are Your Competitors? Before you open your business, be sure you understand why your product is needed by your customer. If a similar product or service is available at a

competitor, are you going to compete on price, quality or other attribute?

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JUNE 2021 | 5 |

Starting a business takes knowledge and courage while running a successful business requires discipline in everything that you do.” What makes your product stand out against the competition? Spend some time speaking with prospective customers about your product to be sure there is a need. It’s important to understand your

Building Your Team It’s your company and your Brand so be sure the people you hire reflect your values in engaging

competitors, know their strengths and weaknesses, retail pricing

customers. The rule I’ve followed for many years

and product assortment. Competitively shop your competition’s

is simple - Screen on Competency, Hire on Values.

stores and look for products that are missing in their inventory -

Your customers are critical to your business’ success so be sure that

that’s an opportunity for your business.

your team understands that good customers are hard to find but

easy to lose.

Businesses Fail For Lack of Cash, Not Lack of Sales Translate your business plan into a 3-year financial plan by understanding the Sources and

Uses of Funds - what it will cost to open your

Vision and Mission Statements Vision and Mission statements are important documents in keeping the company and its workforce aligned with a purpose and direction.

business (equipment, supplies, inventory). Determine if you will

Mission Statements focus on goals and strategies

seek a loan and, if so, what amount. Next, create your budget

while Vision Statements focus on the company’s future. These

and sales plan (items that you will sell and cost to purchase

statements serve as a framework for how the business will operate.

or manufacture); build 3-year Income Statements, Cash Flow

They provide clarity of purpose while focusing effort and execution

Statements and Balance Sheets. Creating these documents can help

on the business strategy.

highlight any gaps in your financial plan. At the Institute, we create these documents for you. Spend time on pricing your product or service and be sure to allocate both your budget expenses to the products or services you sell. Failure to do so greatly overstates your profitability.

Goals and Objective Always remember that what gets measured, gets done! Goals define what is important to the business and outline a future state while Objectives are steps necessary to achieve the goal.

Develop a Marketing Plan Some businesses view advertising as an expense, I prefer to think of it as an investment in

Starting a business takes knowledge and courage, while running

your business. Marketing can be expensive so be

a successful business requires discipline in everything that you do.

sure that your monies are working as intended

It is this discipline that will ensure that your business has a better

- evaluate every marketing campaign to ensure your marketing

chance than most at having their doors open after 10 years. There

dollars are working for you.

are no shortcuts to running a successful business. As the owner, you

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”

don’t have to be an expert in Advertising, Social Media, Business

and many successes. And when you ‘fail’ there is no one to blame

Finance, Legal, Sales, Pricing or Website Design; however, your

because people don’t fail, it’s the business processes that have let

team will expect you to be an expert in knowing what is needed.

you down!

Expect failures (something didn’t go according to plan or the outcome was less than expected) along the way, and when you find a ‘failure,’ celebrate it because it is a learning opportunity. Whether you are starting a business or trying to grow your

business, reach out to those who have experienced the failures

Joe Roy is the President and CEO of the Coastal Entrepreneurship and Innovation Institute (CEII). Prior to that, he was Senior Vice President, Supply Chain for Bath & Body Works and Director of Operation for Unilever Home and Personal Care North America. He can be reached at Joeroy38@ gmail.com.

Expect failures (something didn’t go according to plan or the outcome was less than expected) along the way, and when you find a ‘failure,’ celebrate it because it is a learning opportunity.”

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JUNE 2021 | 7 |

Building Busine It’s All in

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esses That Last: the Details by Danielle Anderson

FLAGLER COUNTY ABSTRACT COMPANY: Expertise, Excellence and Attention to Detail

esse H. McKnight III can trace his company’s history

back to the earliest days of the county in 1917. Flagler County Abstract Company is the oldest operating

business still in existence, found in Book 1, Page 1 of the state corporate papers in Flagler County, he says. An

abstract and title company does vital research to make sure

“Every member of my family went to the court house,

looked at the recorded instrument and did a take off, came back and it got typed up and that was an abstract of the deeds, the mortgages or the judgments, court cases or

whatever it might be, got recorded,” recounted McKnight. “That became abstracted, and we have all of that from

a real estate transaction is legal. The company provides the

day one. Not only that, we’re the only people who have the

about any issue surrounding the property.

his mother oversaw the abstracts during ITT’s development

lender, insurance company and buyer with information

With a photographic memory and an attention to detail

like few others, the James Joyce published author and

state papers. This became very important,” he said, when of Palm Coast.

Their reputation for over a century of excellence has

Kent State University graduate says they take a deep dive,

ensured that as time goes on and technology changes the

the late 1700s, when overseeing projects for clients.

and accuracy that has enabled the business to grow from

researching back to the land grants from the King of Spain in Co-founded by Rudolph Peterson and McKnight’s

uncle Claude Varn, one of the county’s earliest movers and

shakers, there’s always been a family member at the helm or

industry, it’s the McKnight’s meticulous attention to detail a single office in Bunnell to locations in Flagler Beach and Palm Coast over the years.

“He (Claude Varn) believed in doing things the right

in ownership of Flagler County Abstract Company.

way. It has to do with making sure that if you own a piece

owner until the 1970s according to McKnight. His mother,

it’s based on evidence,” said McKnight, carrying on the

Bought out by O.F. Alford in the 1920s, Alford remained

Audrey McKnight managed the company during this time, and shortly thereafter while under

of property it’s certified, it’s guaranteed, it’s assured and family’s legacy.

ownership of the Charles Creal, she

bought fifty percent of the company

in 1973. In 1982, the McKnight family purchased the remaining shares,

retuning full ownership of the Flagler County Abstract Company to the founding family.

As a Stetson educated attorney,

Varn’s expertise was invaluable in the early days as scribes for the Flagler

County Abstract Company copied by

hand documents and records from the courthouse, samples of which Jesse McKnight proudly has to this day.

Jesse H. McKnight III

JUNE 2021 | 9 |

FLAGLER MEMORIAL GARDENS:

Hard work, Partnership and Community Service

rom land ownership to sacred land, the Craig Flagler Palms Funeral Home and Flagler Memorial Gardens counts its

history back to the early 1900s in Flagler County, according

to longtime general manager Allen Whetsell. An extension of the Craig family’s funeral home operation in St. Augustine

Recruiting co-worker and friend Sal Passalaqua in 2006 for

the Flagler County location from south Florida, the pair set

about creating a long-term plan to stay ahead of Flagler County’s growth.

Over the years they have facilitated an expansion of the 3,000

dating back to the late 1800s, the Bunnell location moved to its

square foot funeral home to more than 11,000 square feet of space,

permanent home is now on land deeded in 1923 and once known

a crematory, the multiphase addition of mausoleums, and the

current home on Old Kings Road somewhere in the 1940-50s. Its as the “Hope Cemetery.” A number of the county’s founding fathers are laid to rest in what is now the Flagler Memorial

Gardens along with prominent families of today including the Wicklines, Pellicers, Durrances, Tanners and Espositos.

Becoming Flagler Palms Memorial Gardens in the 1960s, the

Craig family sold the business in 1994 to the third largest funeral corporation in America, later changing hands to an independent owner in 2004 before becoming part of the Dignity Memorial family in 2017.

“We have never changed our core values. Families come first,”

said Whetsell, calling service a vocation.

Joining the Craig Flagler Palms family in 2000, Whetsell saw a

place where his management skills and nurturing character could play key roles in the facility’s growth.

Allen Whetsell , left andSal Passalaqua

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allowing for both upscale and modest functions, the addition of recent acquisition of seven acres adjoining the current property to increase the garden space for future generations of family planning.

By investing in the business and the community, Craig Flagler

Palms Funeral Home has grown the number of individuals served from 125 in 2000 to more than 400 per year in 2020.

Passalaqua, area manager for both Flagler and Volusia counties, says it is a result of caring staff and attention to detail that

families have entrusted them with their loved ones generation after generation.

“We work very well together,” said Passalaqua. “He’s been my

mentor and I’ve learned a lot from him about community service, which helped us build the business and establish those long relationships which we have with families.”

The lotus blossom can bloom in the murkiest of waters. It seemed like this time last year we were headed into murky water...” LOTUS GALLERY & FINE FRAMING:

Passion, Willingness to Pivot and Integrity

ust as each celebration of life service is a work of art, so too is the display of a person’s artistic creativity. Serving the Palm Coast

community for 10 years, Marna Conner is not just a framer and

gallery owner, she’s the link between the artist’s vision and the viewer’s eye.

Having always had a passion for creative arts, Conner worked

in the cosmetics industry for 14 years before earning her degree in

interior design. After learning Picture Perfect Frames in Palm Coast was for sale in 2012, she bought the custom framing business and

gallery that features local artists, making many friends and building business relationships along the way.

Her desire to rebrand the business, opened in 1992, was realized

as the pandemic took hold, and the reimagined location emerged. “I wanted to add a little Zen,” shared Conner. “The lotus

blossom can bloom in the murkiest of waters. It seemed like this time last year we were headed into murky water, and from that came Lotus Gallery & Fine Framing.”

For Conner, it’s personal. Good business comes down to details

like greeting clients in person and truly listening when they share special stories about the art or memorabilia that they bring in for custom framing.

“In business, and of course in life, people want to know you;

they want to trust you and hopefully will like you. When this is

accomplished you have repeat business and excellent referrals. Also,

being consistent with quality materials and workmanship is essential. My personal motto has been, ‘Do What You Love, Listen Carefully and Provide Service with Integrity and a Smile’,” she said.

Danielle Anderson has worked in the public relations and media industry for a decade. She started her career as a reporter for Flagler Broadcasting where she discovered her passion for telling the stories of communities in Florida.

Marna Conner

JUNE 2021 | 11 |

Entrepreneurial ‘Ecosystem

ccording to the 1985 Tears for Fears hit, everybody wants to rule the world. But in the business world, everybody wants to be an entrepreneur. And with good reason. “The sex appeal of entrepreneurship remains and grows,” said Ky Ekinci, co-founder of business accelerator

Office Divvy in Palm Coast and organizer of the Entrepreneur Night events. “It’s still a buzzword, people are hoping at one point in their lives to have some kind of business going, and that becomes their passion or even becomes a greater business.” While the idea of following in the footsteps of famous entrepreneurs such as Elon Musk, Jeff Bezos and Bill Gates continues to have broad appeal, the truth is entrepreneurship in the United States has been in decline, according to a report from the Congressional Budget Office. The agency outlined three main reasons for the decline, financial issues, demographic changes in the labor force and regulatory barriers. For Ekinci, there is another crucial reason: inconsistent community support. “To a degree, I think a community can approach this culturally at least like a venture capitalist approaches investing in startups,” he said. “What has been the challenge is local, where everything is government reliant.” Ekinci said creating an entrepreneurial ecosystem is a key ingredient in providing fertile ground for those residents who want to take the necessary risks to bring their ideas to the market. And that includes being willing to fail. “One thing we know, government entities have no tolerance for failure,” he said. “In that culture, failure is something to be hidden, but in entrepreneurship, 80 percent of the time, it will be a failure, and without embracing the failure, you can’t have success.” The willingness to fail is the foundation of entrepreneurship and is part and parcel of creating the kind of disruption entrepreneurs thrive on. “You need a combination of a foundation of business savvy, not necessarily an education but something and also being a fool and being hungry,” Ekinci said. Those are the ingredients for entrepreneurial success, along with a bit of luck. Creating a broader public/private entrepreneurial ecosystem is something Joe Roy, president and CEO of the Coastal Entrepreneurship and Innovation Center thinks about every day. “Our ecosystem should include county and city

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m’ Key to Business Success by Aaron London

JUNE 2021 | 13 |

You need a combination of a foundation of business savvy, not necessarily an education but something and also being a fool and being hungry...” government, nonprofit and for-profit businesses, and community

But for entrepreneurs, Roy said, failure is a learning tool. And

organizations,” Roy said. “In my view, it should be part of a broader

acceptance of the possibility – even likelihood – of failure is a

economic strategy developed by ecosystem participants and

necessary component of a vibrant entrepreneurial community.

implemented throughout Flagler County.” Part of that entrepreneurial culture is a support network of like-minded individuals who share experiences and insights and understand that failure is always an option for entrepreneurs. “It is often said that people resist change,” Roy said. “I don’t

“An entrepreneur network is essential to economic development in Flagler County and our future growth,” he said. For Ekinci, that kind of network is a vital piece of the economic puzzle. “Without dispute, we know that startups are the ones that fuel

subscribe to that conclusion. If people resist change, it’s not the

jobs and the economy,” he said. “Economically, it’s a huge value to

change they resist; it’s the fear of failure.”

any community.”

Ky Ekinci

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Earlier this year, the region received an entrepreneurial boost when Daytona State College

Joe Roy

opportune time for entrepreneurs in the region. “I have a pile of small businesses in town,” Wright said, adding

was awarded an Entrepreneurship Education &

the community is ripe with promise for the next generation of

Training grant from the Florida Department of

entrepreneurs.

Education. In addition to offering students the opportunity to learn about entrepreneurship, the

grant will enable the college to partner with local development organizations and businesses in Flagler and Volusia counties. In a media release announcing the grant award, Sherryl

“I think that we’re young enough that we still have a lot of opportunities,” he said of Palm Coast and Flagler County. Wright said a more cooperative attitude from local governments has laid the groundwork for entrepreneurial activity. “In that last 18 months to two years, there has been a change

Weems, associate vice president of the Mary Karl College of

in mentality in the city and county,” he said. “Right now, they are

Workforce & Continuing Education, highlighted the importance of

picture perfect for somebody who wants to come in a start a small

entrepreneurial thinking.

business. This is the right atmosphere.”

“Entrepreneurial mindset training is an essential life skill that will empower the employability of our students” she said in the release. “The training reinforces our commitment to our business community to fully embrace the value of providing intentional approaches that ensure our students are competitive and add value in the workplace.” According to Joe Wright, the Daytona State program comes at an

Aaron London is a reporter and columnist who has covered business and economics for 27 years. He has worked for newspapers in Ohio and Florida and is also an adjunct professor of journalism at Daytona State College.

JUNE 2021 | 15 |

ain Streets are touted across America as having a story to tell, but what if a Main Street was a blank canvas, ready to bring a community’s vision to life? In the master planned community of Palm Coast, that’s exactly what’s happening, and in doing so, they’re building the Main Street of the future and shedding their reputation as a retirement community. Offering up a mix of hometown charm with the amenities of tomorrow, Palm Coast is redefining what it means to have a vibrant downtown without losing the signature characteristics that make Main Streets the most sought after places to live, work and play. In the town’s square, a serene lake is surrounded by an expansive walking path within Central Park, as multi-use trails weave their way through the Town Center district. A centerpiece of the community and the location of countless festivals, community events and special moments for residents and visitors, Central Park has been the site of everything from regionally acclaimed seafood and strawberry festivals to the annual Rotary Club’s Fantasy Lights holiday event each December. The picturesque lake’s fountain is often the backdrop for senior portraits, campaign photos and professional head shots. But beyond that, Town Center’s appeal has yet to be fully realized. Over the years, as the commercial real estate market has seen an ebb and flow, so has development in the Town Center Community Development District. Anchored by Palm Coast’s City Hall and the elegant City Centre complex, it’s a glimpse at the look and feel of what Town Center will be in the future as Jacksonville University and the University of North Florida make expansions in the region with the development of MedNexus. Helping to usher in excellence in development and urban planning, Walker Douglas, Broker Associate for Douglas

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DESIGN OF Property & Development says they’ve taken a unique approach to the design of what is quickly becoming the city’s hub by building on the earliest contributions by Town Center originators at Palm Coast Holdings, Bill Livingston, Charlie Faulkner and Clint Smith. Consulting with the Flagler County Schools’ i3 Academy students on a Shark Tank style pitch, “Design Town Center” field trips to Main Streets in Central Florida in 2019 offered feedback from the next generation of what they’d like to see in their community’s future. “What they took from those trips was they love Palm Coast, the trails, the beach but we don’t have that one place that makes you Walker Douglas feel like where am I going to go to see what’s going on, to see people, and enjoy myself. We don’t have that downtown,” said Douglas. All along, leaders have kept an underlying mission in mind – to create opportunity in the City of Palm Coast and Flagler County that would allow future generations to stay local with housing, workforce opportunities and a quality of life second to none, and the developers of Town Center are taking all of it into account. “The team that I liked the most were these girls who designed a coffee shop that hinged on the area’s history. And so those girls came up with “Henry’s Café” and it was a Henry Flagler-themed coffee shop. There were other cool proposals but to me that was it. They honed in on exactly what needed to happen which was ‘what is our sense of identity, a little taste of history and what gets people together – a cup of coffee’,” shared Douglas. “The one that won was basically MedNexus. A program with a campus with certification processes that you go through as an adult that’s an alternative to college or if you’re in your late 20s or 30s and want to do a career pivot, you go here and get certified and then get teed up with a business.”

A DREAM From trendy, upscale multi-family residential communities, to the ground breaking of the Paytas Homes development ‘The Gables’ in December 2020 and the upcoming Toll Brothers’ single family luxury homes, Town Center is a model for the future, allowing generations of families to continue living in close proximity by offering options to meet every budget and lifestyle. As new residents flock to the Sunshine State, bringing their businesses with them and putting down roots in their new communities, Douglas sees this as a prime time for business owners serving local, state, national and international clients to make an investment by becoming brick-and-mortar members of the community. Sharing a conceptual design for a plaza in the district’s most desirable location at the intersection of Bulldog Drive and

Central Avenue, just across from Central Park, he’s excited about the possibilities. “Town Center is open for business.”

JUNE 2021 | 17 |

Creating a Ne Employee by David

ur rapidly changing world creates new challenges and

Shockey describes as “the water we swim in.” And much of it is

opportunities for employers as they strive to keep workers

based on employee recognition and appreciation.

productive, happy and part of their long-term team. “We are light years away from the industrial revolution and the work-a-day mentality,” comments Kate Shockey, president of the

Kate Shockey

“When employees are at work, they don’t want to be in an environment that feels bad. They want to be in an environment where they are part of the group.” She encourages employers to “listen” to their team members.

Flagler/Volusia Chapter of the Society for

“Your current and future staff want to feel accomplished and

Human Resource Management (SHRM), the

part of the success of the

world’s largest professional HR organization.

Shockey and other HR professionals emphasize the importance of “culture” in the work environment, which

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w Culture for Retention Castagnacci

Management attributes much of our success to

organization.” This concept is echoed by Cheryl Tanenbaum, senior vice president and chief financial officer of Intracoastal

this.” Management leaders at Coastal Cloud also

Bank, headquartered in Palm Coast. “We offer a great work

agree. “Striking a balance between work and

environment, and our culture is conducive to keeping our

quality of life is the heart of our culture,” explains

associates long term,” she says. “We encourage our team to think

Sara Hale, co-founder and managing partner

and act like business owners and look for ideas to help improve

of the national Salesforce consulting firm, also based in Palm

our business.

Cheryl Tanenbaum

Coast. “Instead of a stiff 9 to 5 ‘brick and mortar’ expectation, we encourage flexibility and balance. Parents can be parents, people can go to the doctor, and families can take vacations.”

JUNE 2021 | 19 |

ROWE is a contemporary management strategy that focuses everyone’s attention solely on measurable results. “Manage the work, not the people” is the foundation...” “Today’s employees are independent, self-thinkers,” Shockey

is Yellowstone Landscape, a commercial landscape company

notes. “I encourage organizations to embrace this and step away

that has experienced significant expansion in recent years.

from the time bound mentality with managers who micro-

Headquartered in Bunnell, Yellowstone Landscape is the largest

manage. This may well be the essential step to permitting the

privately-held commercial landscaping company in North

sense of accomplishment.”

America with more than 50 locations across the South, Southwest

Shockey is a strong proponent of ROWE (Results Only

and Midwestern United States. Yellowstone recorded revenue of

Work Environment). ROWE is a contemporary management

just under $360 million in 2020, according to Joseph Barnes, the

strategy that focuses everyone’s attention solely on measurable

firm’s marketing director.

results. “Manage the work, not the people” is the foundation

With such a large service sector, productivity and employee

of ROWE, Shockey explains. This requires more flexibility with

retainment are major concerns. “We struggle with retention

staff management, in areas such as work hours, scheduling and

in our labor ranks,” comments Elise Johnson,

decision making.

senior vice president of Human Resources. “It’s

Coastal Cloud follows this mentality. “Instead of providing

a difficult job. So we are constantly focusing

a set number of days off, Coastal Cloud trusts its team members

on how to keep our workers. Benefits are many

to take an appropriate amount of time off throughout the year.

when we are successful but consistency with our

Employees use Ownership Thinking to set their own Responsible

clients’ properties and reliability of our workforce

Time Off (RTO) with a shared calendar. This level of trust has

are huge,” she emphasizes. Johnson explains that Yellowstone

contributed to the company’s impressive retention rate.”

offers incentives to nearly all employees. The management

Other tangible incentives also play an important role in the effort to keep employees long term. Shockey believes that the most important tangible incentives are the basic essentials – medical/ life insurance and a retirement plan, for health security now and a positive financial future. “We offer a robust benefit and compensation package,” explains Tanenbaum at Intracoastal Bank. “Our healthcare plans for employees are free,” she says, adding that the company also provides other free benefits such as short- and long-term disability and life insurance, as well as tuition reimbursement

Elise Johnson

team receives an annual incentive based on company and branch performance and a benefits package of medical and life insurance. And front-line workers receive a bonus for working through the entire busy summer season. There also are creative incentives that all three firms offer – from virtual ‘happy hours’ and team get-togethers to employee ‘excellence recognition’ celebrations. The leaders at Yellowstone, Intracoastal Bank and Coastal Cloud all speak proudly of their employment retainment. Tanenbaum at Intracoastal says: “We are a firm believer

and a matching 401K plan. Intracoastal also offers an ESOP

of promoting from within and this is part of our succession

program (employee stock ownership plan).

planning. We get to know our employees and work towards

Also a major player in Flagler’s national business sector

| 20 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

developing them for future growth. Recruiting is time consuming

”

and costly. It is important to hire the right people and work with them so that they are happy and will stay.” SHRM Chapter President Shockey agrees. “The benefits

of retention go beyond the typical turnover costs of recruiting and orienting,” she concludes. “When you retain staff, you are retaining implicit knowledge that supports the team dynamics.”

David Castagnacci worked at the Daytona Regional Chamber of Commerce for 31 years where he served as Executive Director of the Volusia County Association for Responsible Development (VCARD) and its Flagler County chapter (FCARD), a non-profit association of planning and development professionals. Prior to that, he was a news reporter and New Smyrna Beach Bureau Chief for the Daytona Beach News-Journal.

Benefits are many when we are successful but consistency with our clients’ properties and reliability of our workforce are huge...”

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DaytonaState.edu/Online JUNE 2021 | 21 |

ZOOMING INT

hether it’s called work from home, remote work or

wherever they want, and fostered the emergence of a new type of

telecommuting, the ability to connect to anywhere

community, the zoom town.

from anywhere has changed the way businesses,

Zoom towns are smaller cities experiencing rapid growth due

governments and people shop, pay bills or do their jobs. And the

to the rise of remote work. Many are small towns that offer

experience of many during the Covid-19 pandemic put to rest once

a high quality of life with more affordable housing and

and for all the idea that remote workers were less efficient and

economic benefits than large cities. And Palm Coast

effective than their office-bound colleagues. In fact, the number of

is one of them, according to Nick Klufas, a senior

telecommuting employees has risen dramatically over the past 15

software engineer at ACI and a member of the

years, rising 173 percent since 2005.

Palm Coast City Council.

As technological innovation spreads deeper

Nick Klufas

“I think Palm Coast is in the process of

into a wider variety of industry sectors, it offers

becoming a zoom town,” Klufas said. “I

workers employment opportunities not tied to

look at our opportunity very similar to

geography but to bandwidth. That has changed

Chattanooga. They are known as the ‘Gig

the demographics of work, allowing people to live

City,’ because anywhere in the city they

| 22 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

O THE FUTURE by Aaron London

have availability for high-quality, low-cost bandwidth.” Klufas said one advantage Palm Coast has is the city’s early commitment to digital infrastructure, starting back in 2004 with the creation of a fiber-optic network called FiberNet. “Fiber is one of those pieces of infrastructure that is fundamental to enabling technology,” he said, adding the city’s return on the

because broadband is the fundamental necessity to enable digital workers in the digital economy,” Klufas said. While other cities are playing catch-up in the digital landscape, Palm Coast is looking to build upon its early start with a plan for the future. In 2018 the city commissioned a study by consultant Magellan Advisors to review the status of the FiberNet system and make suggestions for future growth. The results confirmed Palm Coast is on the right path with its digital strategy. “The future of cities is as much in bits and bytes – smart systems

system has exceeded its

and software applications – as it is in physical infrastructure,” the

investment.

report said. “Cities are increasingly recognizing that broadband is

“It’s critical to our economic resilience

another utility, just like water, sewer, gas and power.” In addition, the report said Palm Coast is “ideally positioned” to

JUNE 2021 | 23 |

... the sooner communities invest in digital infrastructure, the sooner they can benefit from the growth of remote work and it can also become part of how a community markets itself to business prospects and digital workers.” attract high-paying technology jobs “if it has advanced, world-class

work opportunities. “All of a sudden with the pandemic we all had

network services.”

to do this and it moved remote working acceptance.”

Klufas said the Magellan report is “absolutely being used” to

Zaharios said beyond the idea of “zoom towns,” the broader

map out the city’s digital future and “shed a lot of light and took

region can also benefit from the influx of high-skilled, high-tech

away a lot of the mystery of FiberNet.”

workers creating “zoom regions.”

Among the options under consideration is the creation of a public/private partnership to expand the fiber-optic system. “The appetite for investment in fiber is high right now,” Klufas said.

with the folks that can become ambassadors for that, it certainly may be one theme or brand the region could use. I think it’s already here, to be honest.”

The opportunities new technologies and interconnectivity offers is also not lost on Michael Zaharios at the Florida Virtual Entrepreneur Center. Michael Zaharios

“Anything is possible,” he said. “If you can align that vision

“That’s certainly one element of the puzzle, the infrastructure and the technology,” he said.

For Klufas, positioning Palm Coast as a zoom town destination with the FiberNet system offers an added bonus. “It really gives us a great economic incentive tool to offer businesses an incentive to come here instead of cold, hard cash,” he said. “We do have a rare opportunity that not every municipality has that we can leverage before everyone catches up.”

“There is great benefit to having fiber or high-speed capabilities already in place.” Zaharios said the sooner communities invest in digital infrastructure, the sooner they can benefit from the growth of remote work and it can also become part of how a community markets itself to business prospects and digital workers. “There is no downside to going out and creating your own network,” he said, adding that the Covid-19 pandemic forced companies large and small to rethink their operations. “It was coming, the trend was there,” Zaharios said of remote

| 24 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Home Based Business | 5 Reasons Your Business Needs a Home Besides Your Home Office

by Ky Ekinci

very business, ideally before its birth, if not during its

infancy, has to decide one thing: Where it will it be located. Any new business will need a mailing-address to file a

business entity, to open a bank account, to register domain names, get business licenses, tax and permits, for invoicing and billing,

receiving checks, and being placed on Google, phew! And that’s just to start.

Today for most new businesses, a physical, commercial office is

optional and can be considered as an unnecessary overhead. That’s

For many entrepreneurs, we recommend an in-between

approach: Work from home, but choose a virtual office provider like Office Divvy to house your business location.

Why? Because the business-location for your entity needs to be

a well-thought-out and well-executed idea that takes your business to a home-run. So, let’s delve in:

Privacy concerns When you register your business at your home address, that

right! Whether wearing PJs in your home office, at your favorite

information becomes public record. Before you know it, your

work pretty much from anywhere!

and other public and online directories will buy and list that

coffee shop, your vehicle or co-working space–yes, most of us can There is however a distinction between your workspace --

where you conduct your work and your business location -- where

address pops up in your State’s Department of Corporations information.

You may not care at early stages, but when your family is

your business is housed.

subjected to curious clients or possible disputes with customers (it

entrepreneur often is reaching what they believe is the logical

the best choice for safety and privacy reasons.

A common behavior for a new consultant or a new

decision is to list their business address as their home address. But is your home address the best home for your business?

This common choice of “home-as-business-location” is one that

has profound impact beyond your startup years.

| 26 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

happens), having your home address available to the public isn’t

2. Professionalism: Impressions Matter

Working from home and using your home address as a business

location are two different things.

Folks will (and do) google your business address. Do you really

It is because to do the home office deduction right you will need

want a stranger, a vendor or a customer studying your home on

an entirely separate room that is your dedicated office, within your

home?

square footage of, because tracking the square footage of your home

Google maps or not realizing and showing up at the door of your You could lose credibility with clients and vendors who feel the

business may be a sham, since the location on Google maps doesn’t

house. Not a laptop on your sofa– an office you can measure the and the square footage of the office itself is required.

Once you have all of those records in place you will then need

show an actual office. It could cost you new business and hurt your

to file a separate form with your taxes so it is easily identifiable to

3. Potential Increased Liability

typically recommends a Co-working Space or Virtual Office

purpose of separating your business entity from your individual

home address, even if you’re working from home most of the time.

credibility.

The reason you create an LLC or a Corporation is for the

entity (that is “you” as a person).

When you have a business entity it makes business activities

and debts separate from your own.

This may only apply though, if you keep your personal and

business activities separate. If you do not, there will be problems when your LLC faces scrutiny or a lawsuit. In that lawsuit the

opposing side may try to use anything they can against you to go after your personal assets.

It will be up to you to prove your company is its own entity.

According to James Manfre of Law Offices of James L. Manfre,

you can do this by having three things in place:

• By ensuring your company is an LLC or similar corporate structure with limited liability.

• By having someone other than you answer your calls.

• By setting up your company address at a different location from your personal address.

Using your home address can potentially put you at risk for

the IRS. In the end it is a time-consuming process, and Mr. Callahan provider as your business location instead.

A “business location” could (and should) be different than your

How about a PO Box at your post office, or a mailbox service?

Do they solve the location conundrum? This isn’t a terrible idea, although comes with limitations and main drawbacks such as: • A PO box or Mailbox service provider does not give a

professional feel, so you’re really not solving your image issue. However, clients are not going to show up at your home.

• PO boxes are not accepted when you register as an LLC or

corporation, so you will still have to use your home address to do so. Making it your public business place anyway.

• A PO box can’t receive every type of mail, so you will still have to give clients your home address to mail certain things to you if needed.

Since 2008, we have worked with hundreds of entrepreneurs

at Office Divvy. As a co-founder of Office Divvy, when it comes to how I think about how an entrepreneur should approach to their business location, I am biased of course.

But this advice comes as a result of observing the common

“piercing the corporate veil,” which means it makes you liable for

entrepreneur and startup mistakes early on over the past dozen

This is a dangerous route to take for both you and your family.

models (such as traditional office rental) and those who want to

obligations and debts as a result of your business.

plus years, especially by those who are jumping into traditional

4. Don’t Put Your Web Presence at a Disadvantage

work from home (who choose home as business location).

business address. Google favors a commercial-physical location

may be a perfect match to the needs of early-phase startups. From

Yes, we mean SEO… Google will “ding” a home address as a

over a home (or PO Box, and UPS box options).

To get around this, you can tell Google that you provide services

in people’s homes and in their area, but admitting that can come

with other disadvantages in terms of ranking and signals to others your company may not be a mature one with an office space.

You either risk getting dinged and losing traction with your SEO

The way we all work is changing. It is important to think

outside the box. An offering such as Office Divvy’s business location as low as $259 a month, one can now operate your business from a

true physical commercial location and solve your business location and mailing address problem easily. Plus, your have a front office

staff, and that means whether you’re in or out in any given moment, your business is truly open.

And as a bonus, you’re plugged in to a community of

or looking unprofessional. It’s a lose-lose situation for everyone.

entrepreneurs for networking, to learn from, bounce ideas off of

5. The Myth of Tax Deduction for a “Home Business?”

other Office Divvy services, visit www.OfficeDivvy.com.

You can claim different expenses related to your home office,

or leverage to amplify your business. To learn more about this and

such as a portion of utilities and insurance on your home. So this

might sound like a wonderful way to save plenty of money for your business.

Michael Callahan of Callahan and Associates, a certified public

accountant, strongly advises a space outside of your home as your business address.

Ky Ekinci is the Co-Founder and Managing Partner of Office Divvy. He is an entrepreneur, a trusted advisor, a world traveler, a Coworking advocate, and an appreciator of fine cigars.

JUNE 2021 | 27 |

AFTER THE PIVOT: EIGHT SUGGESTIONS FOR SUCCESS Businesses’ flexibility demonstrated during the pandemic can also sustain long-term growth by Dianne Gross

Dianne Gross is the Marketing Manager for the Florida SBDC Network Headquarters

Jairo Batista is one such consultant. He specializes in marketing and works at the Florida SBDC at the University of Central Florida (UCF). Batista encourages his clients to continue with successful innovations that came about as the result

Jairo Batista

of the pandemic. Following are his eight suggestions: 1.

Continue to communicate with customers. Let them know via website or social media if hours

change and whether virtual appointments are available. Also state whether you provide delivery

ue to the global pandemic, companies altered

or curbside pick-up options. Clients are now

the direction of their products and services to

used to these multiple, flexible solutions and will

maintain or improve revenue. The popular term

expect them to continue even after the pandemic

for this adjustment is “pivoting.” Such flexibility served businesses well, and owners will need to preserve and

is over. 2.

fine-tune those efforts for continued long-term success.

Address concerns directly. As regulations and guidelines change, customers want to know

As the principal provider of assistance for small

exactly how businesses plan to keep them safe

businesses in the state of Florida, the Florida Small

from COVID-19. The more transparent and

Business Development Center (SBDC) Network employs

explicit the information about safety measures, the

certified professionals who provide no-cost consulting,

more secure and confident customers feel.

training and research to help businesses grow and succeed during blue sky days and dark days, too.

| 28 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Make vital information a cinch to find. “Read your website like you are a first-time visitor,”

It is imperative to keep your eye on changes and trends in your industry sector to meet customers’ expectations.” Batista said. “Ask yourself if you can immediately tell by

to seek the help of a Florida SBDC consultant for tips

looking at your landing page what goods or services your

and advice about SEO. “We can get you some invaluable

company provides. This should be absolutely clear, or

guidance about algorithms so you can reach your target

people will lose interest and click away to someplace else.”

audience. It is a vital part of successful marketing.”

Also, don’t forget to make sure the website is responsive,

on changes and trends in your industry sector to meet

devices.

customers’ expectations. As products and tools evolve, you

Keep messages and content fresh. Conduct a poll so

want to use the most up-to-date technology to make your

customers can participate and make their preferences

work-flow processes streamlined, efficient and current. Flagler County business owners who are still recovering and

text each time. Consider adding a blog to the company

rebounding from the pandemic can find assistance navigating these

website. Looking for content? Spotlight employees’

and other challenges at the Florida SBDC at UCF, which serves the

expertise, awards or experience. Set up a list of answers to

eight-county Central Florida region.

frequently asked questions. Offer tips and advice related to

Embrace technology. It is imperative to keep your eye

meaning that information is easily readable on mobile

known. Create videos to convey messages instead of using

As part of its service offering, the Florida SBDC Network can

goods or services. Highlight testimonials or reviews from

help businesses understand available relief programs for COVID,

satisfied customers.

including the Economic Injury Disaster Loan, the Shuttered Venues

Don’t forget about the competition. It’s important to stay

Operators Grant and the Restaurant Relief Fund. Consultants are

abreast of market demands. Determining how competitors

available to work with business owners to determine which type of

are doing this enables development of a strategy.

relief fits their needs and walk them-- step by step-- through each

Anticipating and fulfilling needs allows a company to stand

part of the application process. Since March 2020, the Florida SBDC

out from others.

Network has helped small businesses in Florida access more than

Remember: All marketing efforts are connected. Social

$219 million in state and federal disaster relief funds.

media can improve a customer base by reinforcing brand

To learn more about the available disaster loan programs, visit

awareness. Websites attract potential customers, too.

www.FloridaSBDC.org/disaster/cares-act/. Appointments are

Small business owners have to pay equal attention to all

being conducted virtually for safety and convenience. To schedule

avenues because marketing is synergistic. Also, make sure

an appointment, please visit www.sbdcorlando.com.

you research your customer base so that you are aware of what platforms they use so you can prioritize those in your marketing campaign efforts. 7.

Know the lingo. When it comes to generating social media and web traffic, search engine optimization (SEO) is paramount. SEO improves the position of a business in internet searches by using various techniques such as incorporating popular keywords that users enter in a Google search. Batista encourages his small business clients

In every issue of EVOLVE we publish an article entitled “The Road Ahead.” It is a thought leadership piece related to the issue’s theme and provides our readers with content typically from outside of our region, statewide or national, that speaks to the future and what businesses and entrepreneurs can expect on the “Road Ahead.”

JUNE 2021 | 29 |

COMMUNITY SERVI MEANS GOOD BUSIN T

he AdventHealth Palm Coast Foundation has been able to financially support health care equipment

and services in Flagler County for the past ten years,

providing over $2,100,000!

How were they able to accomplish

Founding 20/20 Members

this great feat and what are their plans going forward?

“Our 20/20 Society Members and the

generosity of this community have made this possible,” according to John Subers, Foundation Director, at AdventHealth Foundation Palm Coast. “90%

of new builds and expansions to their (AdventHealth) campuses

rely on the Foundation and their fundraising efforts to offset the

John Subers, Foundation Director, at AdventHealth Foundation Palm Coast

additional 10%.”

Some of the 20/20 Founding Members (Howard Holley,

Intracoastal Bank and Chiumento Law) shared: “We’re proud to

support the evolving healthcare needs of our community and the

Dr. Ron Jimenez, CEO and President of AdventHealth Palm Coast

success of the past ten years; we look forward to the next ten.”

AdventHealth Palm Coast is growing! As our community

continues to grow, AdventHealth is committed to serving &

growing with the expanding need! Their new state-of the art

facility, AdventHealth Palm Coast Parkway, has a projected cost of over $100,000,000 and anticipates bringing 400-700 new jobs to our community.

“Healthcare is an economic driver for our county. Making

sure that we take care of our population is the driving force

behind what we are trying to do. We are honored to strengthen our presence in this community with a second world-class

Pediatric Treadmill and Lift, made possible by contributions to the foundation.

hospital and look forward to deepening the relationships we’ve built with our partners here,” said Dr. Ron Jimenez, CEO and President of AdventHealth Palm Coast/AdventHealth Palm Coast Parkway.

| 30 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

CE NESS Patient Lift

Glidescope

Businesses that invest in helping communities thrive

can connect with community leaders, network with

stakeholders and help to provide a framework of support through their philanthropic efforts. We celebrate and

recognize some of the many outstanding good deeds such

as the Judith C. Macko Cancer Resource Center working to provide free wigs, drainage vests, resources and more for patients receiving cancer

treatments. Thanks also to community outreach and support efforts: the

Freytag Children’s Rehabilitation Center received specialized children’s medical equipment, the Stuart F. Meyer Hospice House was the

beneficiary of remodel enhancements and HospiceCare has been supplied with in-home patient necessities and funding.

It is said that one good deed sparks another, and continued

community support has also been exemplified through the AdventHealth Community Care Network, which supports the medical needs of

underserved patients. Through these efforts and more, the communities that our business seeks to serve will continue to be great spaces to live, work and play, while exemplifying healthy and happy populations.

To learn how you can make a difference and to learn more about naming

opportunities, contact John Subers, Foundation Director at 386.586.4440. To keep up-to-date with the progress of this new hospital visit: www.

AdventHealth.com/PalmCoastGive.

If you would like your organization or company featured in Community Service Means Good Business, please send your high resolution photo(s) (at least 300 dpi), caption and/or event title, date and names of the individuals in the photo to Editor@evolvemagazineflorida.com.

Ventilator

By submitting a photo(s) for consideration, you declare that you have permission to use and submit the visual image of any identifiable individual or building in the photograph and that you give EVOLVE Magazine the right to use the photo(s) in current and future communications. Final decisions regarding the inclusion of images in issues of EVOLVE are at the discretion of the EVOLVE editorial team.

JUNE 2021 | 31 |

5 ELEMENTS TO SUSTAIN A SUCCESSFUL BUSINESS

1. 2. 3. 4. 5.

PLAN/PURPOSE/ MISSION STATEMENT

COMMUNITY

BE PREPARED TO PIVOT

PEOPLE

GROWTH/EXPANSION

| 32 | EVOLVE BUSINESS AND ENTREPRENEUR MAGAZINE

Define your value proposition. What is the purpose of your business and what need does it meet? Focus and excel. Don’t spread your resources too thin.

Establish your business in a community with an ecosystem of resources and support, and where there is a need your value proposition will meet.

Standing still and holding onto a business model or idea that is not working leads to failure. Be prepared to be flexible and respond quickly to changing needs, new technologies and customer requirements.

Hiring and investing in good employees pays off. On the other hand, if an employee is not a good match, don’t waste their time or your investment trying to make things work. Cutting ties quickly is best for both of you when an employee is not a good fit.

Pace your growth and expansion to avoid spreading resources too thin. Compromising quality and focus can be fatal.

Your Chamber, Reimagined. Introducing YOUR New

Chamber of Commerce

• Advocacy •

• Education • Networking

Learn more at www.PalmCoastFlaglerRegionalChamber.com

389 PALM COAST PKWY, STE 3 PALM COAST, FL 32137-4743

386-449-8353 | evolvemagazinesflorida.com