Small Business Owners on The Partnership’s Scale DSM Program in 2024

This article includes an interview with Matt Sillanpaa of Brickhouse Fitness, Julie Calder of Gemstone Property Management and Deep Paudel of Mayalu Coffee participants in the 2024 cohort of the Scale DSM Business Accelerator. The Accelerator’s goal is to assist Greater Des Moines (DSM) businesses with growth through networking and peer learning.

This year, participants attended five modules on various topics, including Business & Strategic Assessment, Finance, Marketing & Sales, Getting What You Need to Grow and Putting It All Together. The final session had participants present growth plans to a panel of experts and their peers.

Scale DSM Business Accelerator Q+A

When Did You Begin Your Business?

Matt Sillanpaa: Brickhouse Fitness is a privately owned gym in Bondurant. We were in our first location for about four years until we built a new fitness facility, and we’ve been in this location for almost seven years. We are the only gym in Bondurant, which is one of Forbes’ fastest-growing cities, and the gym reflects that. In the current location, we offer a basketball court, fully outfitted weight room and cardio equipment, personal trainers and more.

Part of why we wanted to enroll in Scale DSM is that I felt we had maxed out a lot of our organic skillset, and without the time to invest in degrees for business or a master’s program, this seemed to be an alternative where we could get equipped with some of those skills that still fit my schedule.

Julie Calder: I had been in real estate and mortgage for about 30 years, and I decided to step over the property management side. And so, I actually started with another company and then branched out on my own. We do commercial, residential, multifamily. We do HOAs.

Deep Paudel: We opened Mayalu Coffee on Jan. 2, 2023, after a year-and-a-half of careful planning. It’s hard to believe that in just a few months, we’ll be approaching our two-year anniversary. The journey started when the landlord reached out to me as the
existing business was leaving, offering us the space. My sister and I had always dreamed of creating a tea shop, and this opportunity seemed perfect to bring that vision to life, with a twist.

We envisioned a place where we could blend the rich culture of Nepal with the vibrant community of Des Moines, offering something unique — a coffee shop that also celebrates the flavors of organic tea sourced directly from Nepal. Interestingly, I wasn’t much of a coffee or tea drinker myself, despite tea being a staple in Nepal, where I was born. But my goal was never just about the drinks. It was about creating a space where people could experience a piece of Nepal’s culture right here in Des Moines, and that’s what Mayalu Coffee is all about. 

How did you find out about the Scale DSM program?

MS: I heard about Scale DSM at a Chamber of Commerce meeting when a representative of the Greater Des Moines Partnership came to speak about it. What caught my attention was the criteria. Participant businesses must exist for two years, have at least two employees and be under the 2 million revenue threshold, and we fit that. Also, the idea of strategic growth appealed to me because everything we’ve done so far has been organic.

JC: Well, I've been a Greater Moines Partnership member for a while because of the chambers and different events, and JED Co is another one that I belong to. And so, I went to some of the different luncheons that you guys had along the way, and they had talked about Scale DSM and so that's how I got familiar with it. Then I started looking for more information and put my application in.

DP: I saw the Accelerator information on Facebook and Instagram and applied.

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

JC: Well, I started in 2018, but we're growing our business and so with the growth, I thought the class would fit and make a perfect fit.

DP: When I started the Scale DSM program, Mayalu Coffee was still in its early stages. We had just opened our doors, and while we had a solid vision, we were still navigating the challenges of establishing our brand and building a loyal customer base. At the same time, I was also managing other businesses and trying to figure out how to scale them effectively—whether that meant selling some, growing others or finding the right balance.

I felt like I needed some guidance to get a clearer picture of what steps to take next and to avoid making financial mistakes along the way. The Scale DSM program seemed like the perfect opportunity to gain that insight. Just last week, we covered profit ratios, and it was incredibly helpful to have a refresher on financial terms that I had forgotten. The program has been invaluable in helping me refine my business strategy and make more informed decisions for both Mayalu Coffee and my other ventures. 

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

MS: In the second class, we talked about why businesses don’t scale. That opened my eyes to some of the flaws I have in my way of thinking and gave me permission to look at things through a different lens. I didn’t take it personally. It’s a curriculum that is taught to many people.

JC: I've always really been on the sales side of everything, and so now getting fine-tuned on the finance side and learning the different marketing opportunities and things that really go into putting a business together has been nice.

DP: Before joining the Scale DSM program, I believed that business ownership was mostly about hard work and passion. I thought that if you put in the hours and cared deeply about your product, success would naturally follow. However, the program has
challenged that notion by emphasizing the importance of strategic planning, financial literacy and adaptability. It’s not just about working hard but working smart — understanding your numbers, being prepared for market shifts and having a
clear, data-driven plan for growth. 

Another key shift for me has been focusing more on value rather than just prices. For example, with our fresh, homemade Momos (dumplings), I’m now more committed to creating value for our customers rather than simply figuring out how much to charge to
stay competitive. This value-driven approach has become central to how I think about pricing and customer experience at Mayalu Coffee, helping us stand out in a crowded market. 

What was the most important advice you learned from your peers in the program?

MS: Right now, we’re going through financial numbers and getting a bird’s eye view of financial reports. I know I don’t have to be an accountant or finance major to understand, but the Scale DSM program gives me enough education to ask valuable questions of our CPA.

JC: Any advice on wearing multiple hats as a business owner has been helpful. Learning to delegate so I can focus on other things, and hiring the right people to do things I can’t — you must figure out how to make your whole wheel work in a small business. People have said to me that I shouldn’t hire someone like me. It’s more beneficial to hire the opposite because you need people who are good at what you’re not good at. I’ve hired someone new to organize the office, get training manuals put together. I call her my office. Hiring her has allowed me to focus on something else.

DP: The most important advice I learned from my peers in the Scale DSM program is the value of community and collaboration. They reminded me that, while entrepreneurship can often feel like a solo journey, surrounding yourself with a supportive network can make all the difference. Whether it’s sharing experiences, offering feedback or simply being there to bounce ideas off, the collective wisdom of fellow business owners has been invaluable. 

I also learned more about how other businesses work and the struggles they go through. Coming from the food industry, it was eye-opening to see how others tackle their challenges. It was reassuring to realize that I wasn’t the only one facing
challenges; many of us are in a similar boat. It’s been incredibly valuable to learn about other small businesses—how they operate and what obstacles they face. 

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

JC: Our instructor is willing to do one-on-one meetings with participants. I was stumbling over some information, and he took the time to walk me through the assignment. That’s kind of been a “wow” for me. It’s nice to make connections in class that I need for my business.

What are some goals that you’ve created for yourself now that you’ve experienced Scale DSM?

MS: I started to see a need to work outside of the business for the business. My wife and I run the gym together, and our comfort zone is being in the gym training, teaching, etc., and that reflects in member retention, but my goal now is to find ways to work for the business and gain new business. If we train a good team, I don’t always need to be in the gym and can concentrate on business acquisition.

JC: I’m setting goals to grow the business within the next three years, so I have a three-year plan that I learned in class to lay out so I can put things into action and bring in more business.

DP: After experiencing Scale DSM, I've set several key goals for myself and Mayalu Coffee. Firstly, I’m focused on improving our financial management practices, including more precise tracking of profit margins and cost structures to make data-driven decisions. I also aim to enhance our strategic planning by incorporating the insights and tools learned from the program to better forecast and plan for growth. 

Additionally, I want to strengthen our community engagement by leveraging the value of collaboration and shared experiences that I’ve found so valuable. This includes building stronger connections with other local businesses and creating more opportunities for customer interaction and feedback. 

Another goal is to implement the best practices and strategies from the program to refine our business operations and improve efficiency. For example, I’m working on better aligning our pricing strategies with the value we provide, particularly with our unique offerings like homemade momos. 

Growing the coffee shop is always in the back of my mind. I feel like we need one or two more locations in town. I’ve shared an idea with the class that maybe getting a truck could be the next step, although we haven’t started this process yet. Since taking the class, I’m increasingly feeding into this idea and exploring potential avenues for expansion. 

Why do you think this programming with benefit other small business owners?

JC: I think it helps you build confidence. It gives you resources to reach out to, builds camaraderie and puts you in touch with others in the same boat.

DP: The Accelerator program is incredibly beneficial for small business owners for several reasons. Firstly, it creates a collaborative environment where similar businesses can come together to share ideas, challenges and opportunities for growth. This peer-to-peer learning is invaluable as it allows business owners to gain insights from others who
are in similar situations.

Additionally, the program is guided by a knowledgeable professor who provides expert advice and mentorship. This guidance is crucial for small business owners who may not have formal business education or extensive experience. The professor’s insights help bridge knowledge gaps and offer practical solutions to everyday business challenges.

As an immigrant business owner, I find this program particularly helpful. It caters to a diverse group of participants, some with degrees and some without, and provides a comprehensive understanding of how to operate a business, manage employees and
be assertive in the business world. The class is designed in a way that is accessible and practical, making it easy to apply what we learn directly to our businesses..

What do you love about the Greater Des Moines (DSM) Small Business Community?

MS: My wife and I make a big effort to be involved in the Chamber of Commerce, City Council and other business networking opportunities. We chose not to do a franchise, so we’ve had to find our own playbook for everything from how to conduct interviews to hiring and training to operations to budgeting. A small business owner who is not in a franchise is winging it, but we have people who invested.

JC: The connections are the best.

DP: What do I love about the DSM small business community? Well, we first moved to Des Moines in 2008, and I've enjoyed every moment since. The city has grown over the years, but it still retains its charm. I particularly love the south side, with its beautiful parks, friendly people and vibrant events. Des Moines is a city full of energy and life, where everything is conveniently accessible. It's a wonderful place to live and run a business. 

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 DSM?

MS: You don’t know what you don’t know. Sometimes my wife and I are guilty of jumping into commitments without doing research. I admire people who like to take on challenges, but Scale DSM opens your eyes to all of the nooks and crannies of running a business. Competence equals confidence so the more you understand business operation, the more you can focus on what you need to and increase the quality of the relationships you’ll have with your banker, your legal team, your marketing team.

JC: If you’re going to go out there and do it, jump in full force and find the resources that are going to help you. That’s basically it. And that’s what’s great about this program. It offers what small business owners need. Make a commitment and you’ll go from a small to medium to large business. If you have the drive and the discipline, you can connect, take advantage of resources and succeed.

DP: One piece of advice I would give to someone looking to start their own business or already running one in DSM is to EMBRACE the community. Des Moines has a vibrant and supportive small business community, so don't hesitate to reach out, network and collaborate with other local business owners. Building strong relationships can provide invaluable support, insights, and opportunities for growth. Remember, you're not alone in this journey—lean on the community and contribute to it, and you'll find it to be a rewarding experience.

Additionally, you need to be ready to face any challenges that come your way. If you don't have the mentality or motivation to tackle obstacles head-on, it might not be the right time to start. Many things will not go as planned, and staying sane during those moments can be challenging but crucial. The rewards are great if you can persevere.

Be prepared to take things as they come. Be ready to roll with it. Our only competition is ourselves. If we strive to be better

Scale DSM is a minority business accelerator for diverse 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®.

The Greater Des Moines Partnership celebrates the Greater Des Moines (DSM) entrepreneur community and helps small businesses succeed with one-of-a-kind resources and opportunities for networking. Find out how other entrepreneurs have found success by reading their stories and attending local small business events in the region.

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. Inclusion Awards also recognize employers strengthening Diversity, Equity and Inclusion efforts in their organizations and are awarded during the annual Inclusion Summit.