|
The
sweet taste of SUCCESS
Who in the Capital Region would have the kind of confidence it takes
to start a gourmet chocolate business in a converted
basement and then name it, more or less, after a lizard?
How about Lissa D'Aquanni - who describes herself as the chocolate
Gecko's owner, creator, marketing, public relations, communications,
manufacturing, research and development person, as well as the fledgling
business' administration, human resources, sales, and maintenance
departments.
In other words, welcome to a glimpse into the risky, sometimes
lonely, never boring, and in this case rewarding world of the grass
roots enterprise.
For D'Aquanni's entrepreneurial efforts, she's being recognized
as an Albany County Regional Chamber of Commerce Woman of Excellence
in the Excellence in Business, 2-9 years category - the topping
on an already rich history of community activism and entrepreneurial
spirit.
Since D'Aquanni started the Chocolate Gecko in 1998, sales have
grown almost 10-fold and her client list has grown from 80 contacts
locally to 1200 nationwide. D'Aquanni has worked to keep the Chocolate
Gecko a community-based business, too. Each year, D'Aquanni donates
5 percent of the Chocolate Gecko's sales back to the non-profits
in the community that support her endeavors.
All of this hasn't gone unnoticed in the Capital Region in the
last three years The Chocolate Gecko has been featured in the Times
Union's Business and Life & Leisure Sections, The Gazette, The
Business Review, Visions, and Hudson Valley
Magazine.
D'Aquanni has also been a regular guest chef on WNYT Newschannel
13 and was featured on WMHT's "Made in New York" and "District
Issues. " In addition, the Chocolate Gecko has received the
"Best Chocolate" Award from HudsonValley Magazine for
the last two years and D'Aquanni was honored by The Business Review
with its 40 Under Forty Award in 2001.
So what have the last three years as a full-time chocolatier/owner/operator
been like for this one time nonprofit and public sector employee?
In a word... incredible. "The last three years have been incredible
in terms of my own personal growth," D'Aquanni said. "As
scary as it has been running my own business, the utter joy of watching
this business grow and watching people's reactions to my confections
is indescribable. While I may not always be creating in the kitchen,
I am always creating with this business, and more importantly, I'm
always learning. At this point in my career, I realize that what
motivates me is the ability to keep learning, to keep growing and
to create. My challenge for the Chocolate Gecko and myself will
be to make sure that neither of us stagnates."
Staganation shouldn't be a problem, at least for the next few months,
as D'Aquanni is currently focused on securing a new home for the
Chocolate Gecko - complete with expanded production space and a
retail store. The grand opening is planned for September.
No small business can thrive without a clear mission and an enthusiastic,
loyal consumer base. Not suprisingly, D'Aquanni attributes the success
of the Chocolate Gecko to its high-quality products and the support
of her friends and customers.
When I began the Chocolate Gecko, my goal was to make great-tasting,
fresh chocolates. I felt that the chocolates on the market were
all mass-produced with stabilizers, additives and preservatives
that would allow them to sit on a shelf for six months. I wanted
to offer my customers a great product that was made fresh from only
the finest ingredients. I think I have and I think that's one of
the reasons that the Chocolate Gecko is so successful. The other
reason ( the Chocolate Gecko has been successful) is because of
my support network. My friends, family, and a network of other entrepreneurs
encourage me to stay focused, to keep making chocolate, and to keep
growing the business. They help spread the word about my chocolate
and they help me make the chocolates when the orders come pouring
in. They have been key to the success of The Chocolate Gecko."
Without that network of friends and colleagues, D'Aquanni says
she would never be able to make it through the busy seasonal times
when the need for staffing is so great. "
As a seasonal business, I need assistance around the holidays from
people who are trained and whom I trust. Luckily, I have friends
and colleagues who run their own businesses and as such, have flexible
schedules," she said. "We have worked out a 'resource
sharing' group where we assist each other during each other's busy
times. This has been a great help in addressing the seasonal crunch
and employee shortages."
And, as with any new venture, shortages of cash have threatened
to hamper progress. At least until a creative solution - that once
again called on D'Aquanni 's support network - could be crafted.
"Three years ago, when my business was only nine-months old,
I needed money to purchase a tempering kettle and chocolate molds.
At the time I had applied for a small business loan but I didn't
realize it would take months for the approvals and I was trying
to gear up for a busy holiday," she said. "I wrote a fundraising
letter to some of my customers asking them to support the business
by purchasing discounted gift certificates. Within two weeks, I
had raised the necessary money. An extra benefit that I hadn't foreseen
at the time was that many of my supporters gave the certificates
away as gifts, which helped to grow the business."
D'Aquanni graduated in 1986 from RPI with a degree in Biomedical
Engineering.
She began working for various women's advocacy organizations and
disovered that she loved to create.
"Whether it was an educational campaign or a marketing brochure,
I loved creating something that touched people and spurred them
to action," she said.
But as she rose into administrative roles in the non-profit and
public sector she found that she was creating less and less.
"My career began to focus more on administration and less
on program development. After several years of this, I began to
disengage from my creative side."
Still, D'Aquanni didn't want to leave behind the missions of the
public and non-profit sector agencies, she had worked for, when
striking out on her own.
"Before I began the Chocolate Gecko, my career was based in
the nonprofit and public sector. The only way I was able to reconcile
leaving the "public goods sector" was to run the Chocolate
Gecko as a community-based and community-minded business,"
she said. "To this end, I serve on the board of CASA: Advocates
for Children and serve as an auctioneer for the Women's Building
Annual Auction. On Valentine's Day, the Chocolate Gecko donates
packages of double-dipped strawberries which are delivered by volunteers
of the neighborhood association to individuals who are widowed or
shut-in This past December, volunteers from the Chocolate Gecko
went to Girls, Inc. in Schenectady and worked with the girls there
to make chocolate holiday presents for their donors. It was a special
day for us and a 'sweet' day for the girls."
In addition, the Chocolate Gecko donates chocolates to numerous
nonprofits including: WMHT, the Girl Scouts, Albany Law School,
the Women's Building, Girls Inc., Albany NOW, the Northeast Chapter
of the National Kidney Foundation, CASA: Advocates for Children,
the Epilepsy Foundation, Hunger Action Network, Through Women's
Hands Dinner, Christmas In April/ Rebuilding Together, the American
Heart Association, Big Brothers/Big Sisters, Troy Area United Ministries,
and the Regional Food Bank.
"Sometimes I joke that I'm running the business as a non-profit,"
D'Aquanni said "But without a strong, supportive community,
my business won't succeed."
|
