Richard Cleveland
Title: Director of Marketing and Co-owner of Cafe Soulstice
Profession: Hospitality
I am a hands-on support in the running of Cafe Soulstice which serves organic, raw, vegan cuisine. I also counsel and educate people in the area of nutrition and provide prep classes. www.cafesoulstice.com
EDUCATION | I am certified as a raw chef and Instructor from the Living Light Culinary Arts Institute. I also have a certificate of completion from the Optimum Health Institute of San Diego.
HOW TO GET STARTED | Have a dream and follow it! Realistically, put a business plan together and truly analyze what it will take to make your dream come true. Assess what YOU can bring to the table and then find a partner who has strengths in the areas where you are not as strong. This way you will work smart and not just hard. Read business books! Find books that talk about the type of business you are interested in and get some rough ideas which will give you a slate to work from. Research, also, by observing what's around your area. What type of business is needed? And, of course, what are you passionate about. Surround yourself with positive people. Have people in your life that will support and believe in what you're doing. This will make all the difference.
MUST HAVE TRAITS | Be people-oriented, have a welcoming and enthusiastic personality, especially if you're the "up front" guy, like me. Good people relations are a must! Also, have a lot of energy because you will be thinking about the business 24/7.
beginnings
how I got started | The Optimum Health Institute was brought to my attention through a client, (I also have owned a salon for the past 12 years). I was immediately interested because I have a passion for health and helping others live a healthy lifestyle. As I looked into OHI I was amazed to discover the success they've had at actually using raw food to help cure a variety of ailments--including cancer! I began to read fervently on this subject and I attended OHI. I talked with a friend who shared this common interest and together we decided we should open a cafe. Once we made that decision, doors started flying open! Cafe Soulstice "opened shop" at Equinox, a fitness club, and people started trying our food - they loved it. At the beginning I also chased people down the street, offering them a sample of the food and I passed out fliers! We were even voted "Best Vegetarian Food on the Peninsula" by Best of the Bay.

inspiration
why this job?| Did you know that some foods cause inflammation in our bodies and some heal inflammation? Eating the right foods can curb your asthma and help a child's hyperactivity subside. I want people to know these facts and more about the foods they're eating. I am passionate about educating people about nutrition and Cafe Soulstice has been a great avenue.

love
why I love this job!| When I see that people are feeling better because of the food and education I provide, I am so rewarded. Some diabetics, for instance, have given me a hug because they can come to the cafe and enjoy a dessert that is delicious AND good for them.

work
my typical day| I get up around 6:15 a.m. and head to the gym where I work out with my best friend Nat also my trainer. Afterward, I spend time checking emails, returning calls before going to the cafe. There I start figuring out what special vegetables and fruits I need delivered. I may spend time counseling some families about what foods should be used for different health concerns. I work on promotion/marketing of the cafe, help prepare food and meet and greet customers. I clock out around 6:30 p.m., but spend another hour and a half at home talking with partners and troubleshooting for the next day. I also make sure I spend time with loved ones and take at least four tablespoons of Spirulina throughout the day. (It's a blue-green algae complete super-food - check it out!) Need also to mention I laugh as much as possible through out the day. Enjoy your life, it is the only one you will ever have.

challenges
what they are | In regard to running the cafe, it's a challenge, at times, to know how much food to order and prepare. One day it's raining and hardly anyone comes. The next rainy day, the cafe is packed and everyone is ordering shakes! You never know!

upside
all about growth | When you're helping people doing what you love to do, you grow as a person and your business grows. It's a win-win.

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