Kona Ice of Marin
“Our SBDC Advisor Richard Strezo broke everything down in a way that was easy to understand and helped us compare loan options. What stood out most was the time he spent researching on our behalf to find the best fit—and the fact that all of this support was completely free!”
Profile
Kona Ice of Marin is a mobile shaved ice franchise serving Marin County, from the Golden Gate Bridge to San Rafael. What began as a single Kona Ice truck last year has now grown into a two-truck operation. The business primarily serves schools and community organizations, following an innovative give-back model where 20% of total sales from events are returned to the hosting school or organization. This creates a win-win situation that supports local education while building customer loyalty.
Husband-and-wife team Derry and Dori run the business together—Dori handles logistics, scheduling, invoicing, and communication, while Derry operates the trucks and focuses on building relationships throughout the community. The business philosophy goes far beyond selling shaved ice. Derry views every interaction as an opportunity to create joyful memories for children and foster a sense of belonging, especially for kids who, like Derry in his childhood, may not often have the chance to enjoy such simple pleasures. Their expansion includes partnerships with organizations such as Dominican University and HeadsUp. They also serve private events, graduation parties, and local community events and festivals, including the Mill Valley Film Festival, May Madness, and San Rafael Porchfest.
Derry was drawn to Kona Ice’s business model because it combined his entrepreneurial aspirations with his passion for working with children and building community connections. He envisioned more than just selling shaved ice—he wanted to create a space where every child feels seen, heard, and joyful. For Derry, it’s not about the transaction; it’s about building community and creating meaningful experiences for the whole family.
Challenge
As first-time business owners, Derry and Dori faced several significant challenges. Derry was transitioning from a career in education to entrepreneurship with limited knowledge of business operations and financing. As the driving force behind the venture, he felt significant pressure—not only to succeed, but to protect his family, especially since his wife, Dori, was joining him in the effort. They were unsure how to evaluate the franchise’s financing options or navigate the loan process.
Derry takes great pride in his business and strives to get everything right, though he’s still learning key aspects of business management like bookkeeping and financial oversight. With over $10,000 donated in their first year—and that number growing annually—he faces the added responsibility of managing donations and expenses accurately.
As the business expands into South Marin and parts of San Francisco, Derry knows there’s still untapped potential. He’s seeking support with marketing strategy to localize their brand, moving beyond generic Kona materials to highlight their unique community impact. By leveraging social media, Google ads, and storytelling from events, they hope to better capture and share the personal connections they’re building.
Game Plan
The most impactful assistance provided by the SBDC was comprehensive guidance in understanding and securing the initial financing needed to purchase the Kona Ice truck and start the business. When they were unsure about the differences between the available funding options, their SBDC Advisor researched the various loan alternatives presented by the franchise. He helped Derry determine which option made the most financial sense for their situation. His hands-on, patient approach helped them through the loan process, giving them the confidence to move forward.
Beyond the initial financing support, their SBDC Advisor’s ongoing availability and reassurance proved invaluable during the launch of Kona Ice of Marin. He provided straightforward explanations for complex business concepts, which is beneficial for anyone new to business. This, combined with his genuine investment in their success, created the foundation Derry needed to build what has become a thriving, community-focused business that he operates alongside his family.
“Our SBDC Advisor Richard Strezo made himself available to answer every question and helped me feel confident moving forward. Honestly, we might not be where we are today without that guidance. I had no idea such helpful, free resources existed for new business owners. It gave us the confidence and knowledge we needed to get the loan and launch Kona Ice of Marin.”
Derry Gutierrez, OWNER, Kona Ice of Marin
Results
- Started business.
- $156K loan through Osgood Bank.
- On target to surpass projected sales and growing at a rate they can handle.
- 1 full-time and 1 part-time person employed.
- Making lasting impressions in the community where kids line up with excitement, seeing their truck and genuinely want to hang with Derry.
