IAM1321 – CEO Hires the Differently Abled Individuals for Ice Cream Business

Robin Rinearson is a retired optometrist who specializes in developmental disorders. She has opened an ice cream parlor employing around 20 individuals who are differently-abled along with several conventionally abled people. The business model recognizes that it sometimes takes help from a job coach or a team member to get things done. The entire staff is expected to learn all of the integral pieces of working in this business.

• CEO Story: The ice cream parlor was built for the benefit of Robin’s nephew and to help other kids with special needs get a job. A selfless act of kindness that helps special individuals get the chance to have a social life and a reason to function.
• Business Service: Waffle cones, milkshakes, ice cream, ice cream cakes, and many others.
• Secret Sauce: See understand, and meet people where they’re at. Optimistic in finding solutions.
• CEO Hack: Planner and observant. Anticipating needed things.
• CEO Nugget: Be flexible. Anticipating costs. Saving until it hurts.
• CEO Defined: Responsible for everything. Job coach. Paying attention to little things.

Website: www.sweetjakesicecream.com

Facebook: Jakes-Ice-Cream-102208118696660

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Transcription

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00:15 – Intro

Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview? If so, you've come to the right place. Gresham Harkness values your time and is ready to share with you precisely the information you're in search of. This is the I AM CEO podcast.

00:43 – Gresham Harkless

Hello. Hello. Hello. This is Gresh from the I AM CEO podcast. I have a very special guest on the show today. I have Robin Rinearson of Jake's Ice Cream. Robin, super excited to have you on the show.

00:53 – Robin Rinearson

Thanks. I'm delighted to be here. Thank you for asking.

00:55 – Gresham Harkless

Yes. Excited to have you on and hear about all the awesome things that you're doing. And before we jump into that, I want to read a little bit more about Robin so you can hear about some of those things. And Robin is a retired optometrist who specializes in developmental disorders. She has opened an ice cream parlor located in Falls Church, Virginia, employing around 20 individuals who are differently abled along with several conventionally abled people. The business model recognizes that it sometimes takes help from a job coach or a team member to get things done. The entire staff is expected to learn all the integral pieces of working in this Business. Robin, super excited to have you on the show again. Are you ready to speak to the I AM CEO community?

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01:34 – Robin Rinearson

I am. I am.

01:35 – Gresham Harkless

Awesome. Well, let's do it then. So to kind of kick everything off, I wanted to hear how everything got started, what I like to call your CEO story.

01:43 – Robin Rinearson

As you've already said, I have a background in working with people who are differently abled. My postdoc is in Pediatrics and Developmental Vision and I have worked with my well my postdoc was down on Down Syndrome, specifically in their visual abilities, capabilities, and what have you. And that started around the time when some of the early intervention programs were starting. So where people are finally recognizing that young people with Down syndrome are not necessarily incapable of learning, reading, doing math, or functioning in a school environment. Prior to that, a lot of doctors told families to institutionalize their kids, which I think is horrific.

But in any event, when I was in graduate school, they were starting all of these infant training, infant STEM programs, and things like that and that just fascinated me. I graduated in 1977 so that was about 45 years ago. So it's been a long time that I've been working in my field. I happen to have a 29-year-old nephew who has cerebral palsy. And Jake is his name and that's who the ice cream parlor is named after. Jake was working for a company for about 8 years when he got out of high school. And when COVID hit that company, let the 18 people with special needs go and they maintain the rest of their business without making accommodations for masking and vaccination and social distancing and all the other stuff.

It aggravated me, particularly because we kept our practice open the entire time and made all the adjustments with air purifiers taking temperatures and masking and keeping people socially distanced. And I thought, you know if we can do it in a very busy practice with 4 doctors, certainly these people can do it. It's not that hard. So it started to really aggravate me. So my broker from Oppenheimer, Roland Amore, has been bugging me for the last 5 years to open an ice cream parlor as a retirement business. And I used to just laugh at him and say, you know, Roland, you should understand that I don't need a retirement business I'm well enough invested. I'm good to go when I'm finished practicing.

I'm done. I don't need another job. And he says, but Robin, it's a great business. I went, leave me alone. Anyway, the summer that Jake lost his job, Roland happened to be in the office because he's also one of my patients. And he said, Robin, when I get done here today, he says, I'm going over to take a look at an ice cream parlor that's not too far from here that's going out of business. And he said he lives in the DC area near Bethesda. And he said, you know what, after I've driven down here, he says, I don't know that I really want to drive to Virginia every single day. He says, maybe you would be interested. And I looked at him and I said, Well, maybe I would be. And he goes, that's a big change of attitude. And I said, well, yeah.

And he says, Well, what made you change your mind? He says it's a great idea. And I said it's not for me. It's for Jake. I said I would do whatever it takes to keep him busy, to give him a reason to get up in the morning, to give him a social life, to give him a reason to function. And I said, and you know, while I'm at it, I can help a bunch of other kids. So I went: over and I talked to the people who were going out of business and I was able to work out a purchase agreement with them to buy their business. So over the year that Jake lost his job and until we opened the ice cream shop here, I was still practicing and you know, as people are coming and going because I've known these people forever.

We would tell stories about things and you know, and say, well, what's going on now? And I go out my nephew lost his job and I'm really aggravated about it, but I'm going to open this ice cream parlor. And I said, you know, blah, blah, blah. Anyway, So several of the kids said, I need a job. Would you hire me? And the kids that didn't ask for a job, sometimes their parents would ask if I would hire their kid. So long story short, I had 11 of my patients already hired before we started. We also do special ice cream flavors. We make our own ice cream here on the premises. And we make it in 5-gallon batches. So it's artisanal.

Everything is done separately. Generally, we're doing scoops and cones and sundaes and things like that. We also make ice cream cakes. We have 6-inch cakes, 9-inch cakes. I now have a, you know, 9, 10 by 13-inch rectangular cake. I had to do a special, where's Waldo cake for somebody's birthday. So I had to go get the mold for that. So making ice cream cakes is very different than baking a cake. It has to go into a silicone mold so it freezes up to the right shape.

And it takes a couple of days between you know, putting one layer in and freezing it and then putting another layer in and freezing it so it's not just mush. And then you unmold it, decorate it, off you go. So anyhow, it's fun. It's fun. We're doing a lot of things and the kids are having a great time. And there are all the rejects, the things that don't come out well, we give to the kids to take home. So they're generally happy that we have rejects, I'm like that. Right.

06:52 – Gresham Harkless

Yeah. Or even, you know, as you said, like not even quote-unquote challenge them to just see. Because like you said, I know you use the word differently abled instead of disabled as well too. And understanding that you just have to approach things in a different way doesn't mean they can do any less. It's just like sometimes you have to meet people where they are and then help them to, as you say, make sure that they're able to succeed. Do you feel like that's, I call it your secret sauce? It could be for you personally, the organization's combination of both. But do you feel your ability to be able to kind of, you know, see and understand that and meet people where they are? Do you think that's what sets you apart and the organization apart and makes it unique?

07:28 – Robin Rinearson

I think probably. And for me, I would like to say that for the most part, it's second nature for me to think that to plan. I'm a planner. I'm a doer. I'm very optimistic about things I refuse to fail. And so you know, you can put an obstacle in the way I'll find a way to go over it or around it or under it. And I just take a look at the people that work for me and go, okay, if we have an obstacle here, we'll find a way around it. You know, we'll find a way for you to succeed at doing this. Don't sweat it. Let's just go. So, that's the way I just kind of have always been.

That's my personality. So it wasn't something I had to think about. And so there are times when people come in here and they will make a suggestion. You know, it would be better if you did it this way. Okay, fine. I'm open to suggestions. So I'll give just about anything to try. The worst that'll happen is it won't work. Oh, well, you know, I'll go back to doing it the way I did it before. No big deal. The best that'll happen is that suggestion will move it faster, make it easier, and you know, be much more efficient. Okay, I'm game.

08:34 – Gresham Harkless

Yeah, I agree.

08:35 – Robin Rinearson

Let me know when you tricked me because.

08:40 – Gresham Harkless

I love that. Especially when you have that culture and how it permeates everything that you're doing, whether you're talking with clients, of course, you're doing everything and having conversations and thinking about different ways to do things with your team. So absolutely appreciate that. So I wanted to switch gears a little bit and I want to ask you for what I call a CEO hack. So this could be like an app, a book, or a habit that you have, But what's something that makes you more effective and efficient?

09:05 – Robin Rinearson

A bit of a logistics expert. And I try to anticipate where we're going to need things before we run out. I am not the person who takes the last roll of toilet paper and then doesn't say anything. Okay. Okay. Okay. So I'm very much a planner, but I'm not obsessive about it. I just consider myself to be extraordinarily observant about things. And I'll come in in the morning and I'll take a look around and see we're low on this, that, and the other thing. And I have an idea 2, 3 weeks out what kinds of things we're going to be working on. And I'll think, okay, I need that. I'm going to need this in 2 weeks. I might need it even sooner than that.

So I try to anticipate and work out the logistics of things ahead of time. I don't like management by crisis intervention. If I had this to do all over again when I do it this way, probably. But I know a lot more now than I did before and I would have, I wasn't able to anticipate because I had no idea what I was getting into. But for the next go-round, I can anticipate. I actually know what I'm getting into, and I can very quickly make decisions that are a go, no way. So I can take a look around, I can make a judgment about the property area and see, yes, the rent is great for this particular place, but there's no business here. What's the draw?

What's going to bring people in? All right. You can't be on the backside of a building in the middle of no place and make a go of it unless you've been there for a long time and word of mouth gets it out. There are places that are holes in the wall that work, but that's not a good way to start. It's not the most successful thing. So, you know, if somebody gave you the space for free, You might want to start at the back of a building, but short of that, no. Right.

11:06 – Gresham Harkless

Well, that's so funny that you said it because that actually was going to be my next question. I call them CEO nuggets, which are kind of like things that you might give as a word of wisdom or piece of advice. I often say it's something if you hop into a time machine, you might tell your younger business self, is it that would it be like, what are some of the nuggets that you might tell your younger business self or even tell somebody else is maybe looking to start a business?

11:26 – Robin Rinearson

Well, you have to be flexible when you start a business. You also have to anticipate that things are going to cost probably 3 times more than what you thought it was going to cost. Saving until it hurts is probably what you should tell your younger self because a lot of young people don't think about getting older and what they're going to need. You know, if you have invested well if you've saved properly to the degree that you have an income where you can do that instead of living hand to mouth, then you'll be all the better down the road.

And then you can do things like this in your retirement. You can open another business or you can, you know, you can go travel, you can go live someplace else for 6 months out of the year and not be pinched financially. So I'm happy with the fact that I can do this and I can do it again, but I'm gonna do it smarter financially the next time. Not that I don't have the money to spend on a second location, I do, but I now know economies of scale. So there you go. That's me looking to save every nickel.

12:25 – Gresham Harkless

Yeah, and it definitely sounds like building upon those experiences as well too is that I think so many times when I hear the word that was coming to my mind is being able to kind of observe and make decisions in the future because I think so many times things happen, but we sometimes don't learn a lesson or pay attention to the lesson.

So I love that you've been able to kind of couple that experience with the lessons to come back and build something even more efficient and better and continue to kind of build upon those experiences. So I want to ask you now my absolute favorite question, which is the definition of what it means to be a CEO. And we're hoping to have different quote-unquote CEOs on this show. So Robin, what does being a CEO mean to you?

12:58 – Robin Rinearson

It means you do everything. You're like a mom or a dad. You're the chief cook and bottle washer. You're responsible for everything for the financial stability of the place that you have. You're picking up the slack when people don't come to work. So for instance, today, My job coach for 8 kids who are gonna be working today is off because it's a federal holiday. We're open, it's a busy day for us. I'm the job coach today. And while I was here talking to you, I called in a parent volunteer to take my place so that I could take, walk away from them, and talk to you. So, you know, when you're the CEO, you're everything.

Paying attention to those little bitty things, as my dad used to say, pennies make dollars. If you look at the little stuff, the big stuff doesn't really get doesn't happen. If you let the little stuff go, all of those little bitty things are going to chew away at everything and eventually, the whole house of cards is going to fall. So pay attention to the little bitty things and as a CEO, that's what you are. I mean, sweeping up underneath stuff, moving things out of the way, lifting things, looking up under here. Did this get done? Did that get done? You're kind of, you're playing sweep around everything.

14:09 – Gresham Harkless

Absolutely, and I definitely appreciate that. I appreciate your time even more. What I want to do now is pass you the mic, so to speak, just to see if there's anything additional that you can let our readers and listeners know, and of course, how best people get a hold of a scoop or a cup or a cone to find out about all the team are working on.

14:28 – Robin Rinearson

So the Barcroft Plaza shop 3.53 Columbia Pike in Fa at the corner of Columbia Road. I decided to propose a donation idea. I suggested participating in an auction where we could offer a special experience: creating your own ice cream flavor. We would provide all the necessary ingredients and guidance for the winner to come to our shop, make their custom flavor, and take it home with them.

This would be a unique and enjoyable experience for the winner, and it wouldn't result in any loss for us. We are creative when you're giving it away. And if you have a particular item, it's a So you have to find some ways this is where I tend to think outside of the box. I try to find a way where I can give something, but it's not a dead loss to us. So here we go.

15:47 – Gresham Harkless

Awesome. Awesome. Awesome. Well, I love the impact that you're having and all the awesome things that you're doing. Of course, to make it even easier, we'll have the links and information that show notes as well too, so that everybody can follow up with you, come and visit, and find out about all the awesome things that you're making and creating over there. So truly appreciate you again, Robin, for your time and all the awesome things you're doing. And I hope you have a phenomenal rest of the day.

16:07 – Robin Rinearson

Thank you, you too. I appreciate your time.

16:09 – Outro

Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community. Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless. Thank you for listening.

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