October 1, 2024 | Authored By Moe Singleton
The saying “find a need, fill a need” is the cornerstone on which Bean’s Ice Cream was built.
Fulfilling a need isn’t just about filling a gap; it’s about providing a solution to an ongoing problem – a lasting one – that can impact people and the community they live in.
Jenna Horning, a Virginia Beach native, holds a degree in business marketing. For years, she worked for many entrepreneurs but always wanted her own business. Unsure of what that business was, Jenna tabled her ambitions until her oldest daughter was diagnosed with a severe food allergy at ten months old, which kept her from enjoying many tasty treats including ice cream.
In 2019, after years of planning, Jenna opened Bean’s Ice Cream, affectionately named after her nickname, Jenna Bean. The family-owned business in Poquoson, Virginia, offers a safe and comfortable environment for adults and children to enjoy delicious allergy-free ice cream, eliminating concerns about cross-contamination and potential illness, and leaving nothing but pure joy in its place.
On her first day open, a young boy arrived with his mother. He had egg, tree-nut, and peanut allergies. Jenna remembers the child and his mother feeling confident as she handed the boy a chocolate chip cookie dough ice cream cone. In that single moment, Jenna understood the impact she could have in her community.
Bean’s Ice Cream offers 34-36 flavors, including seasonal rotations, catering to the allergy community.
Jenna opened her business to serve her community and, with her husband, built the store in just thirty days. Despite the impact of the 2020 pandemic, her business is still thriving and has become an integral part of Poquoson.
Here are a few lessons that this female small business owner learned:
Lesson #1 from Jenna…
“Pivoting in Business is Essential.”
It can be challenging to start a business. For the first three years, Jenna was dedicated to Bean’s Ice Cream, being there every day, every hour, and every single moment that the shop was open. Her commitment to nurturing her vision set a standard for how she wanted her family and small business to be perceived in the community. This dedication helped her realize that staying present with customers is essential for a small business to thrive. By maintaining this approach, Jenna was able to gather feedback on ways to improve the business and make a real impact on her community. This included transforming the business from being seen as seasonal to a year-round destination for parents and children.
However, as we all know, the road to success is not always smooth. Bean’s Ice Cream had the opportunity to open a second location in a neighboring city, which seemed promising at first. Unfortunately, they faced setbacks with the county, and after a year and a half, Jenna and her husband had to close the second shop. Although it felt like a huge failure at the time, Jenna’s commitment to her community helped her to pivot in a significant way.
Ultimately, Jenna and her husband were able to expand their business in Poquoson by purchasing the suite next door to them and opening an event space with a free arcade for kids for birthdays and other gatherings. This experience proved that being open to change is essential for the success of a small business
Lesson #2…
“Make Time for Family and Business Priorities.”
Jenna understands the importance of setting goals each year while juggling family and business responsibilities. Although there have been challenging seasons that left her feeling mom guilt, she strives to establish healthier boundaries between work and family.
Interestingly, Jenna knows that trying to conceal a tough day from her family doesn’t always work. She and her husband make it a point to include their kids in major decisions that will impact them, believing that these life conversations are valuable teaching opportunities for their children to learn to persevere through adversity.
Jenna and her husband handle each situation as it arises, but overall, their children are consistently supportive and understanding, especially when they have to stay at the shop to finish their homework until closing time.
Jenna knows that she couldn’t run the business successfully without the unwavering support of her family every step of the way.
Lesson #3…
“Stay True to Yourself & Your Community.”
Bean’s Ice Cream is a small business deeply connected to the community. Always looking for new ways to enhance her neighborhood, Jenna recognizes the importance of using social media for community engagement and the significance of mentorship in achieving business success. She also understands that sharing experiences and lessons learned can support other small business owners as they navigate their own paths.
To become a pillar in the community, Jenna believes in being open and authentic. Staying true to herself, her family, and her purpose for starting her business is what keeps her grounded.
Bean’s was established with love, and Jenna aims to create an atmosphere that resonates with visitors every time they enter her shop. She wants her customers to carry that joy into the community and contribute to making it a better place for all its residents.
Jenna aspires to leave behind a legacy that reflects her care and the fact that she built a business with love and happiness as its primary goals, mission and foundation.
Lesson #4: Jenna’s final lesson
“ Foster Meaningful Connections for Success.”
Jenna’s confidence as a small business owner as grown over time. But when it comes to topics like small business insurance, she is the first to admit that she doesn’t have all the answers and appreciates someone who can help her understand her options. Susan Eacho has been that person for Jenna from the moment they met.
Susan Eacho, a State Farm® agent represents the State Farm mission to assist people in managing the risks of everyday life, recovering from the unexpected, and realizing their dreams.
During their first phone call, Jenna shared her idea of opening an ice cream shop with Susan and mentioned that her landlord had suggested she might need small business insurance. Jenna then met with Susan in her office. Jenna recalls that, amidst the chaos of getting the shop up and running, Susan helped her choose the insurance options, even though Jenna didn’t initially know what she needed. This highlights the importance of surrounding yourself with knowledgeable individuals who can provide great value as you build your network as a small business owner. Jenna describes Susan as soft-spoken, calm, welcoming, and encouraging, qualities that were particularly valuable during the challenging process of starting her small business.
The experience with Susan was very personalized. She reached out to Jenna several times to help ensure that she was well-prepared regarding the small business coverage she needed, allowing her to pursue her dream. Jenna sees this as an example of Susan’s supportiveness. When Jenna was preparing to open her second business next to the shop, she emailed Susan with a lot of insurance questions. Jenna believes that building her strong network is tied to this experience. Jenna didn’t understand small business insurance and reached out to her State Farm agent for help. Susan made the seemingly big things and concepts feel more manageable. Jenna is grateful for Susan’s support and willingness, and she feels that Susan, as a woman, understood her concerns on a deeper level, which made Jenna feel very comfortable.
As a result of the rapport that was established, their relationship continues to thrive today.
Jenna still sends Susan insurance questions, now about the ice cream truck that Bean’s has added to its business, and Jenna says Susan remains incredibly supportive, responsive, and encouraging any time she calls.
Now, that’s a good neighbor.
Visit NBCU Open Doors to learn more about Jenna Horning’s story and to access resources to help your business grow.
