Small Business Owners Reflect on the 2023 Scale DSM Program

This article includes an interview with Claudia Grubb of That’s Clean, Amner Martinez of Infinite Resources and Sharlonda Roorda of Shar’s and Puffy Hair, who answered questions about participating in Scale DSM Business Accelerator.

Scale DSM Business Accelerator Q+A

What is your business?

Claudia Grubb: That’s Clean is a company that is dedicated to new construction cleaning.

Amner Martinez: I own a multicultural staffing and recruiting firm, providing services in the manufacturing, industrial, construction and professional fields.

Sharlonda Roorda: My business is Shar’s, a hair salon, and as an extension I own another business called Puffy Hair.

Why and when did you begin your business?

CG: That’s Clean started in November 2016. It was an opportunity — I was working for a construction company and decided to go off on my own and because I could speak Spanish and could reach a new market with a lot of potential.

AM: I founded Infinite Resources in 2019 but have been working in the staffing and management space for more than 15 years. I combined my passions and created Infinite Resources.

SR: I’ve owned my salon since 2016 and started Puffy Hair in 2019 but took a pause with Puffy Hair before picking it back up during the pandemic.

What made you interested in the Scale DSM program/why did you apply?

CG: I finished a program with Goldman Sachs 10000 Small Business and was interested in growing and learning more. I saw this [Scale DSM] as a great opportunity to continue to learn. It is important to be up to date with whatever is out there for business.

AM: In order to grow, new relationships are at the top of our priority list, and I knew that the Greater Des Moines Partnership’s Scale DSM program could introduce me to small business owners like myself that want to truly diversify their workforce.

SR: In hair school they don’t teach you the business part of your job and I knew that I was at a point where I couldn’t grow without learning this. I heard that this class would teach me the skills to expand my business without making myself busier and heard about it at the Athene Black and Brown Business Summit.

Where were you in the process of building your business when you started the Scale DSM program?

CG: I was early in my business and didn’t know a lot — I didn’t know financial or growth plans. I had a product, but not a projected plan.

AM: We were in the beginning of our 4th year, coming off an 89% growth from the previous year and embarking on a growth phase and launching our first branch out of state.

SR: Too busy for my own good! I was versed in the services side of my business and ownership of a facility, but not so much in how to structure beyond that.

What was one idea that you had about business ownership before the program that has been challenged?

CG: You need to be constantly educating yourself. Having a product alone is not a business. If you do not have a plan, you don’t have a business. You need the education to make sure that you have a plan and a solid business foundation to grow.

SR: The biggest thing that has changed for me is that it’s ok to take some risks — and it’s a way to get unstuck. This class has taught me how to expand my business with more confidence in trying new things and learning from my failures.

What was the most important advice you learned from the CEO mentoring groups provided through the program?

CG: Networking is important to run your business, it gives you new ideas, even if it’s not the same type of business as you.

AM: Dive into your numbers. When you understand your numbers, you will understand your business.

SR: The connections have been the most impactful and I will stay in touch with them afterwards.

What was one of the most surprising things that you've learned?

CG: I’ve learned how far you can go after leaving your comfort zone.

AM: I think that everything we’ve learned has reinforced that my company is working in the right direction and we’re on the right path.

SR: That businesspeople are not intimidating and that we are all facing the same struggles. We have the same goals and might be at different places — and I am not on the outside and that other business’ success can be my success as well.

What are some goals that you’ve created for yourself? Have those goals changed since you’ve experienced Scale DSM?

CG: I think when you start a business, you think in terms of money — but that changes as you go. There are a lot of things beyond the money part to be a successful business.

AM: My main goal was growth — and we are opening an Austin, Texas branch soon. That goal has changed because I’m able to look at our numbers and make more informed decisions on where and how to grow.

SR: My goals have totally changed. I think I didn’t know where I was headed when I began, and I wanted to come to this class to get some direction.

I wanted to expand but didn’t know how that would look. Now I have a plan for expansion, and I have a much better picture of where I’m headed and how to get there — like starting my own podcast in December (The Puffy Hair Podcast).

What do you love about the small business community in Iowa?

CG: Small business owners are open to helping each other.

AM: The entrepreneurial spirit is real and when you can gather among people with the same mindset, it’s refreshing and a good reminder that you are not the only crazy person.

SR: It’s supportive from business owner to business owner. When I started, things felt more competitive and I feel like I’ve felt a shift in that mindset, where we realize that it’s not a competition and we help each other. And I love that about the community — that we lift each other up.

What is one piece of advice that you would give to someone who wants to start their own business or is a business owner in Greater Des Moines?

CG: Be ready for the bad days. Hustle. Be resilient.

AM: Get an accountant, get a lawyer, get a banker and have good relationships with all three. Do not let fear win. If it makes you nervous and afraid, do it.

SR: Start right now. Just do it.

Scale DSM is a business accelerator for entrepreneurs in various industries, including food service, media and more. The Greater Des Moines Partnership program is sponsored by Wells Fargo and powered by Interise®.

Looking for tools to help grow your startup or small business? Visit the Small Business Resources Hub to find the information you need.

Greater Des Moines (DSM) welcomes diverse talent to the region. As one of the fastest growing business communities, inclusion and attracting diverse talent in the workplace is a key strategy of the Greater Des Moines Partnership. Learn more here.