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Women Entrepreneurs · Site Map ·

Floridian Spa & Salon

SCORE Aids Entrepreneur in the Business of Caring
Josie Cruz Garcia is not unlike the millions of other immigrants who have come to the United States in search of a better life. Although her journey has been filled with remarkable individual accomplishments, she has remained focused on a higher goal—serving others who are less fortunate or unable to fully help themselves.

Originally from the Philippines, Josie first worked as an auditor for Chase Manhattan Bank in New York City, then launched her own accounting business. In 1992, she left that world behind to become the owner and administrator of an assisted living facility in Palm Coast, Florida.  

“The work was rewarding, but also physically and mentally exhausting,” Josie says. “I did enjoy giving massages to the elderly, so I decided to join some partners in opening a massage clinic.”

In early 2003, Josie was presented with the opportunity to buy a spa. Though intimately familiar with running a business, she still felt she needed assistance with the purchase. The Flagler County Chamber of Commerce, referred Josie to the Daytona Beach chapter of SCORE. There, former telecommunications executive Gene Baldrate and other volunteer counselors worked with her on financing options and developing a business plan. 

“Gene and the other counselors were very knowledgeable and helpful,” Josie says. “Because of the extended time needed to get a conventional small business loan, they recommended that I obtain a home equity line of credit. I would receive the funding faster, and at a better interest rate.”

“I’m very thankful that SCORE is here in Flagler County. I always encourage friends and clients to take advantage of their business expertise, and share the same blessings I’ve been fortunate to receive.”

Josie Cruz Garcia, owner, Floridian Spa & Salon
After some restructuring, Spa Floridian & Salon was born in October 2003. Josie has assembled a highly qualified staff that provides a wide range of spa services to its growing customer base. Josie notes that Spa Floridian strives to create an environment for balancing the body, mind, and spirit by offering relaxation and a sense of well-being. Though Josie’s vision made Spa Floridian possible, “my excellent staff and an outstanding board of directors deserve all the credit,” she says. 

Josie is already planning the next steps of her journey. Spa Floridian was founded as a first step toward achieving a lifelong goal to establish a foundation that will provide educational assistance to poor Filipino children. Josie’s plan is to eventually sell the Spa and use proceeds to start her foundation, which will be augmented with contributions from other Balikbatan (Filipino citizens who are residents of the US and other countries). She hopes to raise several million dollars annually to build schools, hire teachers, and provide books and other necessities to needy children.

“If you help one child at a time from birth to college, that child will, in turn, be a leader who will share his or her talents to help others in need,” Josie explains. 

When the December 2004 tsunami devastated portions of South Asia, Josie went to Sri Lanka to deliver donations that will help displaced families and a local church. She also spent several days at a refugee camp helping children learn English and distributing school supplies.

Now back in Florida, Josie continues working toward her many dreams. In recent months, she has visited SCORE seeking advice on how to value her business when she puts it up for sale. Along with discussing alternative valuation methodologies, SCORE also provided information on pursuing government and non-profit grants. Baldrate has also helped Josie generate publicity for Spa Floridian, including a recent article in the Daytona Beach News-Journal.

“Everything they did for me is working great,” she says. “I’m very thankful that SCORE is here in Flagler County. I always encourage friends and clients to take advantage of their business expertise, and share the same blessings I’ve been fortunate to receive.”

Brought to you by SCORE, America's small business mentors, at www.score.org.
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Company Facts
Spa Floridian Staff
SMALL BIZ STAT SHEET
Company: Spa Floridian & Salon
Location: Palm Coast, Florida
Formed: 2003
Employees: 10
Phone: 386/447-9773
Website: www.spafloridian.com
Business Type: Woman-owned (S) corporation
Best Advice to Someone Starting Out: “To succeed in business, you must stay focused, be hard-working and caring and devoid of arrogance.”