kyler fields
THE GROUND UP

Kyler Fields has built The Ground Up from…well, literally, the ground up. A company where “sustainability” isn’t simply a catchphrase, The Ground Up is comprised of people who are passionate about soil, rocks and protecting the earth by keeping it natural. Based upon a “green is good” value system The Ground Up produces only the highest-quality, healthy soil structure that encourage year-round bare-foot behavior. PROFILE with Greg Scheinman sat down with the eco-entrepreneur behind The Ground Up to learn more about this Houston – based business that is doing a lot more than just keeping yards green.

How did you first get the idea for The Ground Up?
I went to UT with a goal to do international business and felt early on that I was an entrepreneur, got MBA at RICE in 2000. I then got involved in the HR integration business and it took me to Europe where I got to learn a lot about conservation. Energy is very expensive there, people live in smaller homes, and they care about their foods being local and fresh. It was eye-opening compared to American culture and I embraced it, the whole notion of organic. I met my now wife in Spain, and she was running an organic spa. So when we moved back to Houston I had the idea for what is now The Ground Up.

How did you take The Ground Up from Idea to execution?
This came together in a crazy fashion. There was a company that was operating on a great piece of land, had the equipment and the ability to do what I envisioned. However, it needed re-training and an investment into making the high-quality products we wanted to make. I compare it to a chef wanting to open a restaurant and he finds a space with a kitchen. It may not be the best space initially but with renovations, vision and great execution it becomes a top restaurant. That’s essentially what we’ve done. I saw something in this space, was able to make a deal and we’ve run with it.

What motivates you?
I’m motivated by a combination of heart and opportunity. One of the best parts of this job is that I’m able to be outside. Talk about being “down to earth,” this job is that to a “T” and I get to do that every day. The connection with the earth is amazing; once you allow that to happen and embrace it, it’s very special. When you do things that can help benefit society, then that by nature will be an area of growth from a business standpoint and long-term economically and socially, it’s the right move.

Why did you believe this was going to work?
There wasn’t a company that was creating really high-quality soils. Soil is not “sexy,” but it’s incredibly important. I felt strongly that thru effective and impactful branding and marketing, I could make The Ground Up successful. Education is everything and that’s what I work on now more than anything. Beneficial microbes are what feed your plants. High-quality soil is alive. If you have that then you don’t need fertilizers and harmful elements in your soil; the water holding capacity goes thru the roof. In terms of having a beautiful city or yard, conserving water, it starts with healthy soils and compost. Once people hear the real story then they realize how much value our products have in their lives.

How did you get companies to buy in to your vision and your products?
The first customers we targeted were commercial contractors, big landscape companies. For the first 3 months I could barely get anyone to talk to me. I don’t ever really compute failure so I kept going back, being nice, working to educate prospects – and at this point 75% of the top landscaping companies in our area are buying from us.

Has there been a tipping point where you really started to see momentum for the company?
Well, we only started in May of 2010 and by February people had already started to come around and think about buying our products for spring. We got involved with some very high-profile projects, like Discovery Green, and that was a real tipping point where products started taking off for us.

So where are you growing and
expanding?
This summer we built a 5,000sf bagging facility to rollout our products to retail to meet demand. We’ve been doing just as we did with our commercial roll out and going retailer to retailer. I made a list of an initial 20 retailers and we’re in 19 already. Retail is where I’m really excited. We’ve had a tremendous drought and expect to experience more of this. Our focus is to continue to educate Houston as our products can save Houston and people a ton of water and enable them to have great-looking lawns and not be polluting at the same time.

What keeps you up at night?
This is a very capital intensive business for one and I think every new business owner thinks about finances a lot. I also worry about having a drought year after year. I obsess about continued education and expanding the product line because both of those elements have a direct impact on our growth. But, at the same time I’m so humbled by all that’s transpired and there have been so many before me who have taken me under their wing, that have pathed the road and helped ensure that we’re successful.

Greg Scheinman is an Associate at Insgroup Inc., the 4th largest independent insurance agency in Houston. Greg also plays host to some of Houston’s most influential CEOs,
entrepreneurs and risk-takers on his PBS television talk show, Profile with Greg Scheinman, which airs Thursdays at 10:30pm on Houston PBS Ch.8 (gscheinman@insgroup.net).

Photography by Jack Potts

grant goldin
PRESIDENT, SEAL SECURITY

Grant Goldin is serious. he is serious about security, he is serious about business, and he is serious about not having anyone’s photograph taken at their company. As one of the owners of SEAL Security his work is dangerous, and as his partner puts it, “We don’t mess around.” The brothers have built a successful international business from their headquarters here in Houston where they train, oversee and implement their operation. Amidst the loud barking of highly trained canine units, ex-military Specialized Forces personnel prepping for their next assignment and tactical logistics tracking taking place in a room that looks like something out of a CIA movie, PROFILE with Greg Scheinman got the chance to sit down with Grant Goldin, the firm’s President to find out just what these guys are up to.

What is SEAL Security?
In our case, SEAL stands for Strategic Executive And Logistical security solutions. Really what we do is specialize in anti-terrorism, anti-piracy and perimeter security to protect lives and property.

The word “piracy” means something different to you than
most people, right?
Yes, when we talk about “piracy,” we’re speaking of actual pirates who will attack vessels, capture them and the crew, and hold them for ransom. It’s a very big business and, contrary to media reports, very sophisticated. SEAL is hired to protect the vessels, and we use expertly trained Special Forces personnel who have extensive military, marine and combat security experience, along with Elite Canine Assault Teams, to hinder the takeover by pirates.

How did SEAL Security get its start?
My brother has experience with both the military and with canine units and I have international logistics experience. We recognized that there was a market to protect these big tankers where essentially they didn’t allow weapons on board yet had serious threats posed against them.

Take me through the process of what SEAL then actually does
for a client?
There’s a lot that I cannot tell you about for security reasons but I will tell you that primarily our goal is to ensure that our clients’ vessels and property get to their destinations safely and without incident. Our thinking is that if we can make a vessel unattractive to pirates then they will not go after it. We do that a few different ways. One is that we “harden” the vessel, which means we add barb wire around it, high pressure hoses, additional walls, things that would make it far more difficult for a pirate to board a ship. We also bring our highly trained dogs on board. These dogs are extremely effective. Also, our Special Forces personnel. Pirates see a hardened vessel, dogs and soldiers and they think that’s a ship they don’t want to mess with. It’s actually similar to having an alarm company sign in your yard. The burglars will typically move on the house that doesn’t have an alarm.

So this really is both big and dangerous business?
Absolutely. Somali pirates collected $73 million for the release of 16 ships and typically get $4 million to $5 million per vessel. However, no vessel with armed guards has yet been taken. It’s not cheap to have the best security but compared to the time and cost to recover the ship it’s far more efficient. Insurance companies are now starting to offer credits to companies who are using security measures like SEAL provides. We’re growing exponentially and adding roughly one to two teams per week. The key differentiator for us and what has made us so successful is the level of training we provide here at SEAL.

Not that this would happen to a vessel that SEAL was
protecting but what does happen if a vessel is highjacked?
If a vessel is highjacked the pirates will sail it out to the middle of the sea, sometimes strip it of valuables and then they actually begin negotiating through brokers, predominately in the UK for the ransom in order to get the vessel released. The insurance companies, owners and pirates are all represented in terms of the negotiations and how the funds are transferred and then spread amongst the pirates, villagers, brokers, negotiators. It really is an industry of sorts.

Based on your success and reputation you’ve expanded the business and now provide local security services as well. Tell me about what SEAL does here in Houston?
We’ve taken our training expertise and logistical experience along with the sophistication of our assault dogs and applied it to local security. We provide security to buildings, apartment complexes, neighborhoods and construction sites. We use the dogs in many cases as partners to our security officers and offer a level of protection because, just like with the vessels, criminals see the dogs and typically do not wish to engage.

What’s your biggest worry?
The safety of our people. You always worry about your people coming home safely. This is on all levels, international, local, everywhere. Beyond that, you worry about what you’re protecting, the vessels being highjacked and property taken, things like that. You just want the jobs to go smoothly and safely.

Greg Scheinman is an Associate at Insgroup Inc., the 4th largest independent insurance agency in Houston. Greg also plays host to some of Houston’s most influential CEOs, entrepreneurs and risk-takers on his PBS television talk show, Profile with Greg Scheinman, which airs Thursdays at 10:30pm on Houston PBS Ch.8 (gscheinman@insgroup.net).

Photography by Jill Hunter

murray penner

M. PENNER CLOTHING

murray penner

How did you first get started in the clothing business?

My father Morris opened M. Penner in 1974. I attended The University of Texas and later went on to the Fashion Institute of Technology in New York City. After a selling stint at Macy’s in New York, I returned to Houston in 1980 and went to work at Marshall Field’s. In 1981 my dad asked me to join the business.

You had great experience working with your father. At what point did you know you were going to take over the business?

I was fortunate to have a long time to work with my dad. Of course, I wanted it to be longer and not a day goes by that I still don’t wish I had him here to ask questions, get his advice and work alongside me, but we had a very good relationship and we worked on the transition of me taking over the store for a long time. We actually started our succession plan in ’95. We felt it was important to be able to work through that and together while he was still with us.

How has the store changed over the years?

For one, we’ve been very conscious about staying true to our vision – quality, service and fashion. That being said, we’ve evolved under that vision. In 2002 I came to the conclusion that we needed to do something different and that we’d tapped out our location. We moved to our current location by Uptown Park. We have added women’s clothing which is a great element for us, and expanded our selection of menswear. We’ve always been a bit ahead whether it be location, fashion or brands so I just try to stay out in front and really know our customer and what appeals to them. Our philosophy is to be out ahead and stay ahead.

What is one thing that you think has really kept you out ahead?

We’re not everything to everyone. We know that. We bring the best of what the world has to offer to Houston. Superior quality, superior fashion and superior service, if that’s all one thing…

Your staff has been with you for a long time. How important is your team to your success?

So much of our success is a result of the people who work for us. The customers that shop with us know them, trust them and it’s such a critical point of difference. Our people are all about taking care of our customers and making sure the experience is a good one. Whether it’s just giving objective, educated opinions to custom fitting, delivery, cleaning. This is not a one-man operation, it’s a family.

But it’s still about merchandise?

If you don’t have good merchandise you won’t survive. We’ve learned what works for our customers and we’re very selective with our buying. We’ve also been able to embrace the more casual direction, but we do it in a high end way, whether it be with premium denim, shirts or accessories.

What’s the biggest risk you’ve taken?

Without question it’s buying the business from my father and moving the store to Uptown Park. It’s turned out great though.

Favorite color Blue. Favorite piece of clothing Robert Comstock Olive Green zip jacket – goes with everything! Fashion pet peeve Untucked dress shirts! You can be casual and still look good and put together. I can’t stand sloppy. Some shirts are just not meant to be worn untucked. Favorite designer Can’t pick one but for collection it’s Zegna. Varvatos and Comstock stand out as designers though.

Greg Scheinman is an Associate at Insgroup Inc., the 4th largest independent insurance agency in Houston. Greg also plays host to some of Houston’s most influential CEOs, entrepreneurs and risk-takers on his PBS television talk show, Profile with Greg Scheinman, which airs Thursdays at 10:30pm on Houston PBS Ch.8 (gscheinman@insgroup.net).

Photography by Jaime Lagdameo

TYSH MEFFERD
Stella & Dot

Tysh Mefferd started her own wedding invitation business in Houston and grew it from zero to over $500,000 in revenue in just a few short years. Since then, the motivated wife and mother of three has gone on to build another successful business with Stella & Dot, where she leads a team of over 1,500 stylists producing trunk shows and events throughout the country. PROFILE w/Greg Scheinman sat down with Tysh to talk about her business and how she balances work, family and such a large team of independent women.

Greg: Tell me a little bit about Stella & Dot and what attracted you to the company?

Tysh: Having had my own business for 10 years, I was at a point where I really wanted to focus on sales, marketing and growth. Around the same time, Ike had hit, budgets were being slashed for weddings and the opportunity to work with Stella & Dot presented itself. At first I thought it was just a great way to supplement my income but it became apparent that I could do all the things I enjoyed most with Stella & Dot and not have all the responsibilities of being a sole proprietor. I now work with them full time, and I love their products, mission and all the great women I get to work with.

Greg: As a mother, wife and entrepreneur, how do you balance it all?

Tysh: First, I have a very supportive husband and you really need that if you’re going to be able to give anything 110% and do it full time. I also do rely on some help with my kids. Also, I use my time very wisely and there’s a lot I can do when my kids are at school and that’s true “work time.” My kids are also very supportive and they understand that mom works and that work time is for work and mom time is for parenting.

I’m a better mom because I work. I think it sets a great example for them about work ethic, commitment, rewards from doing a good job and earning trips, bonuses and the like. We approach everything as a family and my kids understand the goals I set for myself and they know exactly how our family will benefit if we achieve them.

Greg: What’s the most exciting/rewarding aspect of your career?

Tysh: Working with other women is definitely the most rewarding. It’s great to see women become empowered. Whether they want to do just one show a month or work full time, helping them achieve their goals is a great feeling.

Greg: And to the contrary, what’s the most frustrating or stressful?

Tysh: Having patience…It’s hard not to rush things, not to try to grow too fast. When you believe in something so much, there’s sometimes an impetus to push things and I do try to focus on growing strategically and not just quickly.

Greg: What are some of your goals for this year and beyond?

Tysh: Diversify…There’s a perception that we’re all a bunch of soccer moms and that’s not exactly true. A big focus of mine now is to diversify our team. There is a huge Latino population, Asian, African American and entering those markets is very important and should be a very positive experience.

Greg: What advice would you give other aspiring entrepreneurs?

Tysh: Focus on the task at hand, manage your time well and surround yourself with great people. I didn’t grow to 1500 stylists on my own; nothing is a singular effort. It took help and great work by so many women along the way to help me reach my goals.

Greg Scheinman is an Associate at Insgroup Inc., the 5th largest independent insurance agency in Houston. Greg also plays host to some of Houston’s most influential CEOs, entrepreneurs and risk-takers on his PBS television talk show, Profile with Greg Scheinman, which airs Thursdays at 10:30pm on Houston PBS Ch.8 (gscheinman@insgroup.net).

Photography by Cody Bess

ADAM ASCHMANN
Vice President/Director of Government Affairs for the Greater Houston Builders Association (GHBA)

Adam Aschmann has been the Vice President/Director of Government Affairs for the Greater Houston Builders Association (GHBA) since 2005, where he represents the Association and its members at the local, state and national levels of government. Prior to joining GHBA he was vice president of the West Houston Association and spent several years in Washington, D.C., on Congressional Staff and as a member of the Government Affairs team at the U.S. Department of Transportation. He’s a husband, father, an avid cyclist, and on top of it all, he’s my neighbor and good friend. PROFILE sat down with Adam for this month’s Green issue…

What does the GHBA do?

The Greater Houston Builders Association is the local trade association for the residential construction industry. We represent homebuilders, developers, associated trades and suppliers. We currently have approximately 1,700 member companies, which represent several thousand employees. In 2010, our industry built approximately 18,000 to 20,000 homes in the Greater Houston region and expect generally the same in 2011. One thing that always impresses me is the economic impact amounts to an estimated $2.3 billion and 40,000 local jobs. This figure includes the local income that is generated, the local business owners’ income, local wages and salaries, taxes and other revenue for the local governments and local job support. Our region consists primarily of a five-county area including Harris, Fort Bend, Montgomery, Brazoria and Galveston.

How did you get involved with them?

I grew up in the contracting business. My dad is a plumber, and I had to learn what it means to be a business owner, working hard for everything you earn, and at the same time the importance of politics and the ultimate influence it has over how you run a business. It’s important to me to work to ensure that business owners are able to operate their businesses the best way they know how. We need to keep regulation to a minimum and allow markets to dictate cost and not the government.

Tell me about the Green committee and/or initiative.

On June 1, 2010, we launched a new voluntary green building program, Green Built Gulf Coast (GBGC). The GHBA has adopted the National Green Building Standard. This program is pretty cool in that all of the houses built under the program are not the same. It’s a flexible program. There are 5 categories including energy, water and resource efficiency, lot and site development, indoor environmental quality and home owner education. The builder attains more points through added features based on a scoring tool.

What do you see happening in Houston with green builders?

Houston and Texas has always been a leader in the home building industry and I expect no difference here. Builders have jumped on board with this program.

We’ve registered over 300 homes and have over 15 builders participating. We expect to have significant growth in participating builders and our registered homes jumping into the thousands 2011.

What issues are green builders and those that support green initiatives facing?

It really boils down to market acceptance. There are really some amazing items that are part of a green building program but sometimes they do add cost and that is a difficult choice for homebuyers – to choose something that is hidden like additional insulation versus granite countertops.

What do YOU enjoy most about what you do?

The people, the interaction and the strategy that goes into policy creation. Working with elected and public officials to make a difference in our community, state and nation is why I got into politics. People really are able to have an impact.

What’s your advice for dealing with politicians, lawyers, CEOs and people with “agendas”?

Be honest, be yourself and treat them as you would want to be treated. They are real people; they put their pants on one leg at a time.

Greg Scheinman is an Associate at Insgroup Inc. the 4th largest independent insurance agency in Houston. Greg also plays host to some of Houston’s most influential CEOs, entrepreneurs and risk-takers on his PBS television talk show, “Profile with Greg Scheinman,” which airs Thursdays at 10:30pm on Houston PBS Ch. 8. (gscheinman@insgroup.net)