Local Entrepreneurs Offer Tips on How to Succeed in Business

Frames and fro-yo might seem like an unlikely pair, but to Ginny and Ken Ryan it makes perfect sense. 

Six years ago Ken decided to leave a stable direct marketing job that allowed him to support his family of six young children and open Somers Custom Framing & Gift on Route 202 with his wife. With his knack for marketing and Ginny's artistic gifts, the two managed to survive the economic downtown and, in fact, get more profitable every year. 

Fast forward to a year ago when the Ryans, of Croton Falls, were looking for a new venture. Banking on what they saw as an opportunity in a kiosk at Brewster Sports Arena—where they spent a lot of time with their kids—they opened Fro-Yo Fusion.

Hungry basketball and lacrosse families devoured the product and soon the kiosk grew to include hot dogs, drinks and snacks.

But true entrepreneurs can never break the habit of growing businesses and when the perfect storefront opened up in Mahopac on Route 6, the two jumped at the chance to have a full-service Fro-Yo Fusion site complete with tables, a bar, a TV and a selection of candy and snacks.

With so many businesses shuttering in the region, Patch caught up with Ginny, a Katonah native whose parents owned the marketing company Listworks Corporation for 25 in Mount Kisco, and Ken at Somers Custom Frames & Gift to find out what it takes to grow a business in a tough economy. Here's what we learned: 

Do what you know. "We have six children and they eat," laughed Ginny of the couple's decision to open Fro-Yo Fusion. Going into a business you know about—starving kids love frozen treats—means you have a gut understanding of what potential clients want and how to best serve them. Ginny's art background--she was regularly commissioned to paint public and private murals and portraits before devoting herself to her children—helped the couple understand what it took to open a frame shop.

Learn the business. After you choose something you know or love, do research on what it takes to be successful. When the Ryans were opening Somers Custom Framing & Gift, they learned most successful framing stores had gift components and added that to their business model. Ask yourself, "What are some of the natural affinities to the products you are selling?" said Ken.  

Find good employees. Ginny's old friend Donna Santagate, who helped Katonah's  grow into a gifts destination for 33 years before retiring, helps Ginny do the gifts and antiques buying at Somers Custom Framing & Gift. Their 14 Fro-Yo Fusion employees are holdovers from the Brewster kiosk. Ken realized that while Fro-Yo Fusion-type establishments are becoming more popular, not everyone understands the self-serve vibe when they come in for the first time. It's the job of good employees to explain the process in a friendly way to new clients. "Be proactive in terms of welcoming people," said Ken. 

Don't be afraid to make changes. After watching their Fro-Yo Fusion Brewster clients, the Ryans learned that they needed to sell drinks, snacks and hot dogs on weekends. By reviewing their sales figures every day, they were able to determine where to invest more money and what to cut. "We kept our eyes open to what we can provide for our clients," said Ken.   

You will make mistakes—expensive ones. When Ginny and Ken first opened Somers Custom Framing & Gift, they bought a six-foot printer that took up approximately 12 feet of room and cost about $15,000. "The product was a bear to work with. Projects that should have taken an hour took two," said Ken. The couple learned that there were some flaws in the printer and spent six months with a lawyer trying to get compensation for the machine, which came through, but not nearly as much as they'd hoped. "That was a mistake and you say, 'holy mackerel,' and you suck it up and realize that you just lost a few thousand dollars. You can't be scared of failing," said Ken.

Words to live by. "Don't think opening your own business is an easy time," said Ken. The Ryans work 10-hour days. Ginny is up at 5 a.m. printing before her children wake up and she's off to cart them around to their various activities. Then, it's work again at night. And on weekends. "I just told my parents that I'd rather try and fail than not try at all," said Ken.