Debra J. Arrato ’90 is a 25 year veteran entrepreneur who created Ice Cream Emergency – a mobile, full-service ice cream parlor disguised as a whimsical rescue vehicle, serving premium ice cream and frozen yogurt, which Debra calls “a social, congratulatory food that is always associated with appreciation, pride, and happiness.” Debra started out in the corporate arena in the retail banking industry, spent 10 years as an Assistant Vice President, Branch Manager, and Loan Officer. With a goal of starting a family and being able to nurture her children, she resigned from the bank to start her own home-based business, utilizing a direct sales company business model. Debra is a published author in How the Fierce Handle Fear and has also written an E-Book series on how to start a home-based business, The Homestyle Entrepreneur.
You started out working in the retail banking industry and left a very prominent position to start your own business. Can you tell us a little bit about that experience?
Yes, it was a hard decision. My position as an AVP in the financial industry could be described as “cushy.” Back then it was a coveted and respected position of 9 a.m. -3 p.m., no weekends, and four weeks vacation. My husband and my family thought I was nuts to resign. But I wasn’t happy. My passion was to have my own business and to be able to work from home to raise our children. Leaving one’s comfort zone and venturing out into the unknown and unproven is a little disconcerting. However, I went to my “list system” and created a pros and cons graph to assist in overcoming the fear.
On top of being a successful entrepreneur, you are also an author who was published in “How the Fierce Handle Fear” and an e-book series entitled, “The Homestyle Entrepeneur.” Can you tell us a little bit about these books and your inspiration to write them?
“My passion was to have my own business and to be able to work from home to raise our children.”
I’m one of a number of authors in the book How the Fierce Handle Fear. My story centers around the fear of starting your own business – the personal, emotional, and financial risks, and overcoming those fears to make a smart, researched, and planned decision to become your own boss, working in a field that you are passionate about, and be happy, successful, and profitable.
Your story is another example of the long history of Albertus Magnus College graduates becoming leaders in their communities and industries. What was your experience like at Albertus?
I loved attending Albertus Magnus College. I was enrolled in the accelerated degree program in the evenings, while working full time at the bank. I remember running from the bank to attend classes four nights a week and looking forward to learning. I do attribute success in the business world from the foundation that Albertus afforded me. It was a wonderful experience and I am very grateful to have had the opportunity.
When and how did you create your current business, Ice Cream Emergency?
I’m a serial entrepreneur. I’ve owned 4 businesses in the last 20+ years. I create a business, make it profitable, and sell it at a profit. But in between each business, I always considered opening an ice cream parlor. That is my passion. There is something about ice cream – it has magical qualities in that it creates happiness and smiles. The problem was that I didn’t want to risk such a large investment in starting an ice cream store. So, each time I would put it on the back burner. When I hit the age of 50, I decided that it was now or never. I had just sold a photo booth rental company and was thinking about ice cream…again.
So, after using my list system and lots of research, I decided to go forward, but with a twist, making the new business a mobile ice cream parlor and calling it ICE CREAM EMERGENCY. We converted a shuttle bus into a retro, ice cream parlor on wheels where the guests actually go inside the bus to make their own outrageous ice cream sundaes. The theme came about quite by accident, and I am very grateful. We modeled the whole theme around having “an ice cream emergency” complete with the bus looking like a whimsical rescue vehicle from the exterior and an old-fashioned style ice cream parlor for the interior. We wear bright red hospital scrubs and serve 10 CCs of hot fudge STAT to the guests! It’s so much fun!