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Veterans know how to lead. The lessons we learned in the military form the foundation for bigger successes in business, entrepreneurship and community.
Host John S Berry, CEO of Berry Law, served as an active-duty Infantry Officer in the U.S. Army, finishing his military career with two deployments and retiring as a Battalion Commander in the National Guard. Today, his veteran led team at Berry Law, helps their clients fight some of the most important battles of their lives. Leading successful teams in the courtroom, the boardroom, and beyond, veteran leadership drives the firm’s rapid growth and business excellence.
Whether building teams, synchronizing operations, or refining tactics, we share our experiences, good and bad, to help you survive, thrive and dominate.
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[00:00:01.020] - Barbara Kent
It doesn't matter if you make a good decision or a bad decision. We've talked about this all the time. If you just can't make a decision, you're just going to be at a standstill.
[00:00:09.280] - Joanna Serra
I think that's a decision fatigue. I think leaders, but I also think team members get that way sometimes. You'll sit on a great project idea for 6 months, 12 months, sitting there on your list just because you didn't know either where to start or you were afraid of making a mistake. And that really just stops you from growing.
[00:00:26.820] - John S. Berry
Welcome to Veteran Led we are at Veteran Edge Day with Freddie Kim from Millspec and Barbara Kent and Joanna Serra from Fundraiser Blankets, who recently appeared on Shark Tank. Welcome to the show.
[00:00:40.480] - Barbara Kent
Thank you.
[00:00:40.900] - Joanna Serra
Thank you.
[00:00:42.780] - Barbara Kent
Well, let's get started. You are a West Point grad, Barbara, and you apparently know my Chief Marketing Officer, Joe DeMike.
[00:00:49.380] - Barbara Kent
I do.
[00:00:51.060] - Barbara Kent
Tell us how you got started on this amazing business and your journey all the way to Shark Tank.
[00:00:57.120] - Joanna Serra
Wow.
[00:00:58.580] - John S. Berry
Big question, though.
[00:00:59.380] - Barbara Kent
A big, huge question. How do we get started? I think we should go to the beginning to underline how important education is to us. We came to the States in 1988 with our mom, and it was hard. We had to work really hard to learn English, to fit in with other kids. But that taught us to be resilient and to be hardworking. We ended up both going to college, having great educations. I went into the Army after I served for 15 years as a military police officer, and then I was medically discharged. Now I'm just still a military spouse.
[00:01:38.240] - Joanna Serra
Not just.
[00:01:38.900] - Barbara Kent
My husband is an active-duty soldier. We're stationed in Germany. I've got two teenagers that I'm raising. We're staying busy. Then I'll let Joanna tell us about herself.
[00:01:49.300] - Joanna Serra
That's exactly what happened. We immigrated, and we really thought that college and education was our way out of the circumstances that we were in. I was a teacher for 10 years. Just about the same time that I was leaving teaching, Barbara happened to be leaving the Army. As a way to keep herself engaged and to cope from leaving, she was sewing and making different things for my children. Really, that spiraled and evolved into the ideas and where we are today with Fundraiser Blankets, which means that we are making custom blankets for schools and sports teams nationwide.
[00:02:28.580] - John S. Berry
We have some of the blankets behind us here.
[00:02:30.960] - Barbara Kent
Yes, we did.
[00:02:31.730] - John S. Berry
These are amazing. I want to get into the business model of that. But first, let's talk about how it is that the two of you sisters work together. Does it work well? I worked with some of my siblings. I took over my dad's business. It did not go well all the time.
[00:02:47.000] - Joanna Serra
Well, I will say that I have heard a lot of horror stories about working with family, a lot of lawsuits with partners, bad partnerships in businesses. I will say that we're very blessed to have a really great relationship because of the way we grew up together. It brought us very close. And she's always... Barbara has always been more like a mom to me. But also, because of her army background, because of my teaching background, we're completely different. And we, luckily, like to do completely different things within the business. So, we, I think because of that, have such a great balance. Because the things I love, she doesn't, and we're great like that.
[00:03:26.560] - Barbara Kent
And so far, because we're still in the military, I'm working with her from Alaska, from Hawaii, from Germany, from Virginia. So, we're not always together 100% of the time because that might change the dynamic a little bit. We're like choking each other out. But so far, it's worked really well. Even though I've been on different time zones, we've been able to make it work. We work virtually pretty much all day, every day, and I come to visit sometimes, but it's worked out really well.
[00:03:52.390] - Freddie Kim
How's your team comprised of? Where are they located?
[00:03:55.960] - Joanna Serra
We actually just built out a brand-new headquarters in Michigan, so we have some of our staff there. We have staff all over the place. We have about 60 people now that consist of leadership team. We have a very large design team because our blankets take a lot of custom design work and a lot of support staff, warehousing people, and then, of course, the folks that actually print the blankets in our facilities nationwide as well.
[00:04:21.460] - John S. Berry
Tell us, what is the business model?
[00:04:24.480] - Joanna Serra
Basically, we can customize a blanket to do absolutely anything. Instead of the traditional ways that schools and sports teams tend to fundraise, which is your popcorn, your chocolate, all of the things that have been the same that you feel obligated to buy over and over again throughout the years, we wanted to create something that brought more value. Because when I was a teacher, a lot of those options in the areas I taught were not available or equitable to those schools. So, they could not justify $30 popcorn. So, for $10, $12, you could have a custom blanket, and the school can resell it for whatever they see fit for their demographic.
[00:05:00.600] - Barbara Kent
One of the great things about our company is that we're very flexible. The traditional fundraising companies, they tell you how much you have to sell, how much you have to charge, how much your margin is going to be. We don't have any of that. We let our schools and the teachers and the moms and the dads that work with us, we let them decide. If they're in an area where they know their demographic can't afford certain things, can't afford a high price, they say, Hey, we're going to charge you this much, so our profit is going to be lower, but we're still going to make some money, and We're still going to make you happy because you're going to have a keepsake. You're going to remember this. Your kid's going to take this to college with them. Other parents and organizations that we work with do have more money and do have more funds, and they can charge $60 for a blanket like this. Basically, the huge advantage of working with us is people can charge whatever they want for their product, sell it however they want, choose their period of time, choose their price point.
[00:05:57.440] - Barbara Kent
It's the flexibility that people love by working with us.
[00:06:01.430] - Freddie Kim
Is that a new concept? Why haven't other people done that?
[00:06:06.330] - Barbara Kent
It's not.
[00:06:06.900] - Freddie Kim
How did you nail?
[00:06:07.480] - Barbara Kent
It's not a new concept.
[00:06:08.520] - Joanna Serra
We certainly didn't invent blankets. Of course. But we found a white space in the market of fundraising that has not been disrupted in a very, very long time. It's been the same over and over and over again. And no one's really stepped into the space as a newbie. And us, we feel like we fit the demographic so well because we are our customers. We're moms. We're the ones that are volunteering in the schools. I'm a former teacher. And so we really felt like we understood what our audience needed. And we don't just see them as a dollar sign. We really want to help them, and we want to give back to the communities that really gave to us. So even though we didn't invent blankets, we're pretty much just taking them or we're creating a new use in the industry for them.
[00:06:48.700] - Freddie Kim
What I mean by not customizable blanket, the ability to create margin, instead of directing them what they have to make, Because your customers are making a lot compared to the chocolates and popcorn.
[00:07:06.880] - Barbara Kent
We think the difference is that we are not bounding ourselves by these parameters of traditional fundraising. We're not doing 20 million forms. We're not doing margins. We're not doing timelines. Okay, you want to take a month to sell to your parents? Take a month. And people just, they come to us and they're like, What? A month? We can take a month? Of course, you can take a month. They're not bound by, Oh, we have to do our fundraiser from this date. No, do your fundraiser whenever is good for you. You know your organization, you know your parents, you know when it works best for you, and that's what we offer them. I think the big thing that Joanna just hit on is, we are those moms. The last couple of months, I volunteered to be my kid's basketball mom for the team, and I was slinging hot dogs back and forth like you would not believe. It takes work. It takes work, and people do it all the time because our kids don't have all the funds. They need uniforms. They need money to travel to a different... Our kids traveled from Germany to Belgium to visit another school, and we need money for dinner.
[00:08:11.380] - Barbara Kent
We need money for all these things, and it's not funded. So we have to figure out all these different ways to raise that money, whether it's slinging hot dogs or selling blankets. And having that flexibility is key to a lot of groups because they're not bound by this. And then they know they're going to make a couple of hundred dollars. No, you can make $1,000. You can make a good amount of money.
[00:08:31.000] - Joanna Serra
You can make $20,000. We've had schools raise $20,000 with our blankets. The thing is, school fundraising, sports fundraising is not going away, especially with a lot of these travel leagues, these youth leagues for kids right now that are becoming very popular. I mean, these children have to raise so much money to be able to play these sports that we just happen to be able to be in a spot where we can get back in that way.
[00:08:54.680] - Freddie Kim
I want to talk about the power of manifestations. When I first met Joanna, three years ago. We were in the same cohort, CEO Circular Cohort, and she was like, Yeah, I'm going to sell fundraiser blankets. I was doing staffing, and we were like, Okay, we're just supporting one another. She would not stop talking about Shark Tank. She just talked about Shark Tank all the time. Shark Tank this, Shark Tank that. We were like, Awesome. Three years later, she made it happen. Please tell us that journey. How did you make that happen? How did you manifest that destiny?
[00:09:32.820] - Joanna Serra
I will say that that is absolutely true. It was definitely a manifestation and bringing it to light. I remember when we first joined this unbelievable program, CEO Circle, our goal was to sell to 500 schools. I said, by the end of the year, I want our blankets to be in 500 schools. I think by the end of that year, we were in 2000 schools. So, it really happened very fast. But I think a lot of the times we just don't believe in ourselves. We just don't think that That you can bring that into existence. But you really have to. So many people have ideas, but you really have to just act on them and just try and put it out there and find your audience and find the right way to speak to them. And that's what really, I think, made the difference. And because we, this sounds so cliché, but because we are immigrants, we watch Shark Tank a lot. It is the story of the American dream over and over and over again on this show. So, watching it all the time with our kids and together and just talking about how-
[00:10:34.600] - Barbara Kent
We're going to be there one day.
[00:10:35.740] - Joanna Serra
Well, if they can do it, why can't we do it?
[00:10:39.100] - Joanna Serra
I mean, these people call these different creative ideas, and it's not always inventions. It's just applying things sometimes that already exist into different markets. So I always just said, hey, for some reason, I feel like when you are on that show, it's just the sign of making it. Like, okay, you did it.
[00:10:56.660] - Barbara Kent
Validation. It was validation, right?
[00:10:58.280] - Barbara Kent
And maybe we didn't need that validation or that credibility. But to me, for some reason, I felt that that would mean that we made it. And so, we did. We applied for several years in a row, went to an open call, made it through some stages, but didn't make it on the show. Actually, almost exactly a year ago today, we got an email from a producer reaching out to us, inviting us out to apply again.
[00:11:22.240] - Barbara Kent
Because they saw us on the INC.
[00:11:24.100] - Joanna Serra
On the INC 5,000 and the Vet 100. Actually, that's what prompted for them to reach out to us was that list.
[00:11:32.080] - John S. Berry
Here we are at Veteran Edge, where they celebrate the Vet 100.
[00:11:34.750] - Joanna Serra
Yes. This is great.
[00:11:36.220] - John S. Berry
Obviously, Freddie and I, being in CEO circle with you, Joanna, we knew the story. We were following your success. But in our own little microcosm of the Veteran community like, Oh, it's great. She's great. But then to see it blow up. I mean, it was great. It was inspirational for all of us to say, Any of us can do it. If we believe it and we set a goal, we can do it. And she's one of us. She did it. Why can't we do it?
[00:12:00.000] - Joanna Serra
Exactly.
[00:12:00.540] - John S. Berry
Tell us about that. You're there, you're preparing, dealing with the sharks. Take us through it.
[00:12:06.940] - Joanna Serra
It was everything I imagined, but more.
[00:12:11.260] - Barbara Kent
The preparation was difficult. The preparation was the application process, the paperwork, the research, the filling out of-
[00:12:19.480] - Joanna Serra
Was another full-time job.
[00:12:20.510] - Barbara Kent
It was a full-time. It took us six months to finish all of that. It was a lot. I think a lot of people give up during that stage. A lot of people give up because it's just so It's time consuming.
[00:12:31.000] - Joanna Serra
It's upwards of sometimes 70,000 applications a year to be on the show, and then not everybody they film even makes it to air. It's a very stressful process. I drove her crazy because I said, We are going to practice and practice to where we could say things in our sleep. We wanted to be very-
[00:12:51.210] - Barbara Kent
She took rehearsals to a whole different level.
[00:12:53.060] - Joanna Serra
I did.
[00:12:54.720] - Joanna Serra
We watched, obviously, every episode multiple times and took notes. Mostly, our preparation was preparing for Kevin to attack us.
[00:13:02.800] - Barbara Kent
That's the biggest thing that we were worried about. But it turned out to be so good.
[00:13:07.580] - Joanna Serra
Kevin was actually very nice.
[00:13:09.020] - Barbara Kent
The nicest man ever.
[00:13:10.420] - Barbara Kent
So sweet. Yeah.
[00:13:11.300] - Joanna Serra
So, yeah, once we got there and we were standing at the end of that hallway and they were counting down.
[00:13:16.880] - Barbara Kent
We were standing there, they're counting down. And I'm like, Joanna, I think I forgot all my lines. And she's like, you are not doing this. We are making this happen. And we made it happen. And we went out there and we killed it.
[00:13:30.580] - Joanna Serra
It just all came out, and it was amazing. And to be able to share that story with everybody and to have Laurie and Barbara in 17 Seasons partner for the first time for us for our idea.
[00:13:44.160] - Barbara Kent
That was really cool.
[00:13:44.940] - Joanna Serra
And to have Laurie give percentages back to scholarships every year. Our deal is official, by the way. So we are officially partners with them. And it's really just been an amazing dream come true. It's been amazing. You can really just take action and make it happen.
[00:14:01.680] - Barbara Kent
Freddie, I have to tell you something, though. As I know you said, what do you think about manifestation? And maybe a couple of years before, I would say, I don't believe in manifestation. But I have learned that when you talk about things and you feel that this is what you want to do, your mind just takes you that way. You just start moving in that direction. Whether you realize it or not, you start moving forward and you start taking the steps to getting to your goals. So in that sense, I am a true believer of manifestation because that's what I think we did. I think we knew what we wanted, and then everything just shifted in Everything that we did, we volunteered for everything. She volunteers for everything. And every step that we took was a result of something else. We often sit down and talk through things. Wait, why did we do that? But if we hadn't done that step, we wouldn't have ended up here. So manifesting, I feel it just takes on-
[00:15:04.840] - Freddie Kim
It's real.
[00:15:04.980] - Barbara Kent
Oh, my God.
[00:15:05.600] - Freddie Kim
It is real.
[00:15:06.270] - Joanna Serra
But you have to speak it into existence. You can't just dream it and think about it. You have to be like a psycho like me where I'm always talking about it. I'm always annoying people because they're like, Oh, she's talking about it again.
[00:15:16.840] - Freddie Kim
We weren't annoyed. Not at all.
[00:15:19.780] - Joanna Serra
It's what you have to do to actually make it happen. You can't just dream.
[00:15:24.330] - Freddie Kim
You have to do more. I believe that about self-talk as well. Too many times we beat each other ourselves up.
[00:15:32.460] - Barbara Kent
Yep
[00:15:32.980] - Joanna Serra
Yes
[00:15:33.060] - Barbara Kent
we do.
[00:15:33.290] - Freddie Kim
Little comments here and there like, oh, I can screw that one up again.
[00:15:36.540] - Barbara Kent
Yes, we do.
[00:15:36.920] - Barbara Kent
Tremendous athletes, everything they see on film, they still talk positively about it.
[00:15:44.360] - John S. Berry
The 1970s, Pittsburgh Stealers made every decision as if they are going to the Super Bowl. So it's not just you think about it and you speak it, but the actions become natural because you create that frame. This is where we're going. Therefore, you say, I don't know how to do it. I don't know how to But you think if this is the frame of where you're going, the steps appear.
[00:16:03.860] - Barbara Kent
You're going to figure it out.
[00:16:04.560] - John S. Berry
You're going to figure it out. Now, you get hit in the face a couple of times along the way, but you're going to figure it out.
[00:16:08.440] - Barbara Kent
You're going to figure it out. That's the key.
[00:16:09.980] - Freddie Kim
What was the hardest thing?
[00:16:10.600] - Barbara Kent
You just make it happen.
[00:16:11.420] - Joanna Serra
About?
[00:16:12.180] - Freddie Kim
About Shark Tank, Finish, Air, and then getting this deal signed? What was the most difficult thing?
[00:16:19.340] - Joanna Serra
It's a great, great challenging question, buddy.
[00:16:22.620] - Barbara Kent
You know what? I don't know. I almost feel like we doubted ourselves a few times.
[00:16:28.360] - Joanna Serra
It's hard not to have imposter syndrome, especially when I walk into a room with all of you powerful people, and I'm like, How do I... Three years ago, looking at you guys, I'm like, How do I even fit in? We just had to believe it.
[00:16:44.450] - Barbara Kent
It's hard, and it's hard, and it's real. Imposter. I mean, it's real, but you just have to get through it and say, You know what? I've got this. I've got this.
[00:16:53.880] - Barbara Kent
It's that. It's like, Oh, are we still good enough to-
[00:16:57.300] - Freddie Kim
I'm going to pull in Rudy Cazares' quote.
[00:17:01.080] - Freddie Kim
Remember at the end of the CEO circle last year, he was talking about head trash, right? He said, Head trash. Remember that line? He said head trash. We are disrespecting the people that believe in us.
[00:17:13.890] - Barbara Kent
I love it.
[00:17:15.640] - Freddie Kim
Imposter syndrome.
[00:17:17.040] - Barbara Kent
I love it.
[00:17:17.710] - Freddie Kim
You disrespect everyone that believes in you.
[00:17:19.820] - Joanna Serra
I love that. That's amazing. I love it. That's amazing. I love it. We feel very blessed to be here. Thank you. We're so grateful that we had that experience. Since the show, we organically expanded our company to corporations, to shelters, to police stations, to different companies that are looking to sponsor schools. And it's really opened us up to new markets that we hadn't even planned for yet. So we're really excited to see-
[00:17:43.340] - Freddie Kim
Wait, tell us a little bit more.
[00:17:44.700] - Freddie Kim
The change you said corporate?
[00:17:46.600] - Joanna Serra
Yeah. Just ever since the show and the exposure, a lot of companies have reached out to not only buy blankets for, let's say, their employees for events, but also to say, how can we help you on your mission? What can we do to impact more schools, more kids?
[00:18:01.000] - Joanna Serra
How can we sponsor kids to do sports programs or classes to go on trips? And we're allowing them to put their logo on a blanket. It's still the school blanket, but they're putting their corporate stuff on there.
[00:18:15.000] - Barbara Kent
As a sponsor.
[00:18:15.770] - Joanna Serra
As a sponsor. And these schools, instead of getting 50, 60%, they get 100% because the corporation is actually paying for the blanket.
[00:18:22.860] - Freddie Kim
Wow.
[00:18:23.520] - Joanna Serra
Yeah.
[00:18:24.040] - Freddie Kim
Amazing.
[00:18:24.610] - John S. Berry
It's a win-win. The corporation gets-
[00:18:26.140] - Barbara Kent
Absolutely.
[00:18:26.320] - John S. Berry
Corporation gets exposure.
[00:18:28.940] - Barbara Kent
Exactly.
[00:18:30.000] - John S. Berry
You guys win, the schools win.
[00:18:31.420] - Joanna Serra
Absolutely.
[00:18:32.060] - John S. Berry
Actually win three ways.
[00:18:32.850] - Freddie Kim
It's beautiful.
[00:18:33.620] - John S. Berry
Amazing.
[00:18:34.380] - John S. Berry
You led by example, obviously through CEO circle. I heard through Veteran Edge last year, the exhibits, you guys were the fan favorite. I just heard from some people that were disappointed everyone was going to you, not them.
[00:18:45.150] - Joanna Serra
We had a fun table last year.
[00:18:47.660] - John S. Berry
Fun sales. So this takes us to the after-action review. I'll have an example of great leadership and poor leadership. You can each do one, or one sister can do the great, one can do the poor. I'll let you guys decide.
[00:19:00.500] - Barbara Kent
I will tell you one great thing about my sister. She does not quit. I don't know what it is sometimes that drives her, because I don't think I'm a quitter either, but I don't know what drives her. Every single day, she will want to try a million different things to get us to where we're going. I think that is amazing because it's brave, and it's fearless, and it's courageous.
[00:19:27.210] - Joanna Serra
I do.
[00:19:28.250] - John S. Berry
You got to say something good about your sister.
[00:19:30.000] - Barbara Kent
Yes, bring it on.
[00:19:31.360] - Joanna Serra
The pressure is on. Well, I think in the way that we're definitely opposites, one thing that as a leader, Barbara does is something actually that she doesn't do, and she does not micromanage. I think that that's really important to let other people shine and maybe sometimes make mistakes, but sometimes you learn the most through your mistakes. Sometimes decision fatigue. You wait too long to make a decision. Well, just make a decision, move forward. Maybe it's the wrong one, but you'll fix it as you go and you'll improve as you go. I think that's the biggest thing is she gives people space to do what they need to do, to be able to grow not only in the company, but in themselves.
[00:20:09.780] - John S. Berry
Now we'll talk about bad leadership. I hope you don't think of each other since we're here. We're at the end of a fight.
[00:20:13.680] - John S. Berry
I don't want to get violent.
[00:20:14.440] - Freddie Kim
What I don't like about you.
[00:20:17.200] - Barbara Kent
Let me count the wait.
[00:20:18.820] - John S. Berry
But obviously, you've both been exposed to military leadership and leadership as civilians. There is always good and bad, and we can take from the bad. So what was the bad you learned lessons from it? They're helping run Fundraiser Blankets today?
[00:20:32.420] - Barbara Kent
I think fear of making decisions is a big one because lack of action. It doesn't matter if you make a good decision or a bad decision. We've talked about this all the time. If you just can't make a decision, You're just going to be at a standstill. Even though we've made decisions that were not so great, we've made many mistakes, but we've learned from every single one of them. We feel that as long as you make a decision and move forward, either way, you're going to learn. Either way, it's success because you're either going to make a great decision or you're going to learn, and you're never going to make that same mistake again. You're probably going to even gain some additional knowledge for future decisions. I just feel like making decisions is just one of the bravest things that we can do so that we're not at a standstill. We're always moving forward.
[00:21:19.800] - Joanna Serra
I think that's a decision fatigue. I think leaders, but I also think team members get that way sometimes. You'll sit on a great project idea for 6 months, 12 months, sitting there on your list just because you didn't know either where to start or you were afraid of making a mistake. That really just stops you from growing.
[00:21:37.960] - Barbara Kent
Yeah, for sure.
[00:21:39.400] - John S. Berry
Where can listeners learn more about Fundraiser Blankets and learn more about both you, Barbara and Joanne?
[00:21:45.000] - Joanna Serra
Well, awesome. Well, you can tune into Shark Tank Season 17, episode 3. It's on Hulu, it's on abc. Com, or you can go to our website, fundraiserblankets. Com.
[00:21:55.460] - John S. Berry
If you have one last piece of advice for Veterans to think they want to go on Shark Tank and then They want to go to the next level. What advice would you give? What one piece of advice would you give them?
[00:22:04.360] - Barbara Kent
Try everything. That's been our motto. Try everything. Even if you don't think it's going to work, just try it.
[00:22:10.240] - Joanna Serra
We rarely say no to opportunities because all the opportunities led us to a different opportunities, which led us to where we are today. Really, it would be say yes.
[00:22:18.970] - Barbara Kent
Yeah, it would be say yes.
[00:22:19.960] - Freddie Kim
What do you mean by that? What opportunities? What did you try?
[00:22:23.600] - Barbara Kent
Even coming to a conference, we've made so many connections to these conferences, doing all of these amazing programs that she's doing, saying yes to an opportunity. People always want to work with small businesses. They always want to grow them. They always want to support them. Say yes to all of them because you just never know what's going to lead you to the next level or lead you to the next step. There are always opportunities.
[00:22:49.420] - Joanna Serra
There's always programs you apply for, brands, networking things. I mean, even if we had a little bit of a challenge because Barbara stationed in Germany, so I had to fill into some areas here.
[00:22:58.620] - Barbara Kent
We did We did it.
[00:23:00.680] - Joanna Serra
We made it work. We made it happen. So, I think saying yes.
[00:23:05.000] - John S. Berry
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