Melissa Finestone remembers the assignment in her business marketing class that started it all.
Each student was required to develop a business plan based on a product they conceived. Finestone decided to curate a product that combined her passion for cooking with a childhood love of chocolate milk.
But Finestone wanted to develop a healthy alternative to other chocolate milks on the market. She noticed that there was a growing demand for more plant-based options, and she wanted to create a product that would avoid a laundry list of unfamiliar ingredients.
When Finestone couldn’t find a product on the market that met her requirements, she chose to make her own. Using her Vitamix blender to grind almonds in her kitchen at home, Finestone crafted samples of chocolate- and strawberry-flavored, plant-based almond milk. She served it to each student in the class while presenting her product.
“I remember a classmate saying, ‘I do not drink flavored milk, no matter what kind of milk it is, but I would buy this one,’ ” said Finestone, then known by her maiden name of Mandim.
The overwhelming support from her peers inspired Finestone to launch The Mulk Co. in June 2018, only one year after she graduated from Cal State San Marcos with a bachelor’s degree in global business management.
“What she is doing in starting up a food business is extremely difficult,” said Dick Lansing, who worked with Finestone as part of the College of Business Administration’s Career Mentor Program. “There are all sorts of hurdles and problems and costs that you need to go through and take into consideration.
“I generally don't recommend anybody go into the food business, as an individual person, unless they have a lot of money they want to lose. But she had a plan, which was really good and really smart.”
Today, Finestone’s signature almond milk is available at nine farmers markets throughout San Diego County and three in Los Angeles. She has gone from grinding almonds in her kitchen to using a commercial space in Vista, where she produces 10 different flavors and three seasonal offerings. The chocolate and strawberry flavors that she shared in class are among the most popular – and the recipe hasn’t changed much since then.
“I can’t pick a favorite, but I associate each flavor with a memory,” Finestone said. “When I think of strawberry, I think of the student who complimented me in class because I couldn’t believe that she liked it so much.”
Finestone takes pride in using only real ingredients in her almond milk; it contains no additives, fillers or preservatives. She sources her almonds from a farm in California’s Central Valley, where 80% of all almonds in the United States are harvested.
Mulk has become so successful that Finestone has employees to cover the numerous farmers markets, though she still can be found each Sunday at the Leucadia Farmers Market.
“My husband tries to get me to stay home and rest on Sundays, but I just love it,” she said. “There’s just something about the community and relationships you build with other vendors. I love the friendships you make, not just with your customers but with fellow business owners.”
Finestone never intended to be an entrepreneur. It took a one-way ticket around the world for her to discover this path.
Finestone grew up in South Africa, where she earned a bachelor’s in fine arts from Witwatersrand College and then graduated from Inscape Design College. She had a well-established career in interior design, even winning an interior designer of the year award for Virgin Airlines’ launch in South Africa.
When Finestone’s parents moved to Australia, where her sister had landed a job, Finestone decided to move with them. But she quickly learned that Australia wasn’t where she wanted to live long term. Instead, she packed her belongings to find someplace that felt like home. It began a journey that took her from Melbourne to Sydney and then on to Chile, Brazil, Peru, Argentina, Bolivia, India and Thailand.
With visits to more than 30 countries over her lifetime, Finestone credits the globe-trotting experiences for shaping her as a businessperson. In fact, it was a trip to India that inspired one of Mulk’s most popular flavors. The company’s golden almond milk is blended with turmeric, cinnamon and ginger, a nod to the Indian drink masala haldi doodh, which translates to “golden milk.”
“I remember drinking it at Indian street markets, and it was delicious,” Finestone said. “I knew I wanted to create a version of it for Mulk.”
After nine months of traveling, Finestone returned to Australia to see her family. She didn’t stay long, taking an offer to visit a friend in Los Angeles. This trip was different from the others, though. It was her first time in the United States, and she fell in love with Southern California.
Finestone found herself with new opportunities, and she leaned into her passion for cooking, which had been a constant in her life since she was 6 years old and honing her skills with her mother and grandmother. Her talents led to a job as a chef for Oscar-winning composer Hans Zimmer.
But Finestone yearned for something else. She started studying business leadership and management at Santa Monica College and landed internships in public relations and marketing. She always thought her time in the U.S. would be temporary, that she would eventually return to Australia to be closer to her family. Then she met her future husband, Adam.
One of Finestone’s internships was located next to the packing and shipping company owned by Adam’s parents. She frequented the store to mail packages, becoming such a regular that Adam’s parents invited her to a Christmas party where she met their son, who was visiting from San Diego.
Finestone eventually moved south to be closer to Adam and continued to pursue her business degree, first at Palomar College and then at CSUSM.
“I liked the idea of having a degree that would support any industry,” Finestone said.
Finestone also had support from Adam, whom she credits for inspiring the name of her almond milk business.
“My husband makes fun of me when I say ‘milk.’ It sounds like I’m saying ‘mulk’ because of my South African accent,” Finestone said. “The name just stuck, and I felt like it was fitting for my business.”
Starting any business comes with challenges, and the food industry is notoriously difficult for budding entrepreneurs. It wasn’t just Lansing, a College of Business Administration advisory council member, who warned Finestone about how grueling it could be.
As Finestone grappled with whether to start a business or find a corporate job, she reached out a week after graduation to Jim Hamerly, then the college’s dean.
“I certainly shared some of my concerns and skepticism with Melissa about starting a food business,” Hamerly said. “She told me, ‘Well, I'm manufacturing it in my kitchen at home and I'm crushing my own almonds.’ And I'm thinking, ‘Oh my.’ ”
Hamerly knew that could be problematic for adhering to U.S. Food and Drug Administration guidelines and that a commercial kitchen would be needed. At the time, Hamerly was helping his brother with a soup stock business, which required Hamerly to learn about packaging and manufacturing fluids. He shared what he learned with Finestone, even connecting her with his brother.
Both Hamerly and Lansing were impressed with Finestone’s drive to launch her business. She decided after meeting with them that she would start small and serve her milk at a few local farmers markets. It was familiar territory to Finestone, who worked as a food service vendor for Bitchin’ Sauce, an almond dip company, while attending CSUSM.
“I knew the lay of the land,” Finestone said. “I was able to create connections with other farmers market vendors and get ideas for my business.”
When Finestone was just starting out, Hamerly was a regular visitor to her booth at Poway’s farmers market on Saturday mornings to support her and purchase Mulk products.
“She's really good with people,” Hamerly said. “I used to sit on the sidelines and watch her sell to people as they came through the farmers market. A lot of CSUSM students start businesses, but she's really got a great head for business. She gets it.”
Six years after launching Mulk, Finestone is familiar with the landmines that come with owning a business. But the happiness that radiates from her customers keeps her going. She is continuing to grow the business, with hopes of one day having Mulk available in Whole Foods.
Finestone still thinks often about the day that her classmates tried her almond milk for the first time. She smiles when she recalls their reaction, and the memory never ceases to fuel her motivation for the future.
“I have had lots of challenges,” Finestone said. “But I believe in my product and I see people’s faces when they find something they like. And when customers keep coming back, it just tells me that I'm actually fulfilling some sort of need. That's really what keeps me going.”
Melissa Finestone
Major at CSUSM: Global business management
Graduation year: 2017
Company: The Mulk Co.
Website: themulkco.com
Founded: 2018
Number of employees: 3
What advice would you give budding entrepreneurs?
“Rank on a scale of 1 to 10 how passionate you are about this idea because it needs to be 11. Don't be scared of starting a business. It might fail, but it also might set you up for your next success. I've come across entrepreneurs who have started one product, realized there were a lot of roadblocks with the product and then they switch and start doing something else. And then they actually move forward with that one.”
What’s the greatest challenge in starting your own business?
“Employees and when your equipment breaks. I use industrial equipment and I'm not an engineer. So if something goes wrong, it's really stuck.”
Knowing what you know now, is there anything you would have done differently?
“It would have been so cool if I was studying business while I was starting a business. Because I think I would learn a lot of principles and it would have helped getting feedback from professors.”
What are the qualities of a good entrepreneur?
“Resourcefulness, passion and a high learning curve.”
Media Contact
Bri Phillips, Communications Specialist
bphillips@csusm.edu
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- American Indian Student Follows Passion for Animals, EnvironmentIt was a visit to Cal State San Marcos in the fourth grade that taught Aiden Valverde, a fourth-year American Indian Studies major, how to spread his wings. And it was an internship with U.S. Fish and Wildlife Service that really helped him take flight. “My love for animals and conservation happened when I was really young,” Valverde said. “My mom and I would always go to the San Diego Zoo or Safari Park and ever since then, I've loved animals. When I got older I learned about them, and how they're in danger and being illegally poached and harmed.” Because of Valverde’s passion for animals and the environment, he enrolled at CSUSM as an environmental studies major. But Valverde found a way to combine his passion for the outdoors with his heritage after being connected to American Indian Studies Chair Joely Proudfit. “After taking one class, I was like, ‘This is it,’ ” Valverde said. The class was American Indian Studies 101, an introduction to the California tribes. As a descendant of Iipay Nation of Santa Ysabel, Valverde was happy for the opportunity to appreciate his culture and learn more about it, and he officially changed his major to American Indian Studies. Valverde was exposed to the U.S. Fish and Wildlife internship from an email sent to multiple California universities. The Carlsbad Fish and Wildlife Office was searching for a Native student who was interested in conservation. Valverde jumped on the opportunity, aced his interview and began his job as an intern. “There are three listed species of butterfly that I was assigned to research,” Valverde said. “With the Quino checkerspot butterfly, the Hermes copper butterfly and the Laguna Mountains skipper, my job was to research these butterflies, their biology, their habitat, populations, everything about them.” All of these species of butterflies are federally endangered. In order to go out in the areas where they are located, permits are needed. One of Valverde’s internship responsibilities was to help expedite the permit process for tribes and their traditional practices. He talked to the community, and then wrote a report explaining the effects on the habitat. “It would take six months to a year to get a permit for our tribe to go out in these areas,” Valverde said. “Our traditions are really seasonal and we just have to go out when we see it, get our hands dirty. By that time it's too late to get the permit. The report would help expedite the process of getting that permit. When land managers have to issue the permits, they can just read my report and issue the permits right away. That was the main goal.” Throughout the year at his internship, Valverde went on several field visits to places like Palomar Mountain and San Diego National Wildlife Refuge. “I was able to go out with park rangers, entomologists and biologists,” Valvderde said. “I would research these plants and actually see them. It was amazing.” While he was a part of several projects during his internship, most notable was the Pond Turtle Restoration. Valverde helped lay a rock foundation and put out logs for the turtles to sunbathe. This effect was positive and direct; a week later, the turtles were spotted using the newly implemented resources, making it clear how much the environment has benefited from Valverde’s time in the internship. “Aiden exemplifies everything we strive to achieve in American Indian Studies and at the California Indian Culture and Sovereignty Center,” Proudfit said. “As a Kumeyaay scholar, he has masterfully woven together his cultural heritage, academic pursuits and professional aspirations in wildlife conservation. “His journey from a student passionate about animal welfare to a researcher helping shape federal-tribal collaboration policies showcases the transformative power of education grounded in Indigenous ways of knowing." Working with the butterflies was Valverde’s favorite part of the internship. Following a day in the field, Valverde got a call from someone on the Tribal Communication team letting him know they had officially found Laguna Mountain skippers on Palomar Mountain. “They hadn’t been found out there in full butterfly form,” Valverde said. “They've only been found out there in their pupae or caterpillar form, and finding one means they're surviving. If there's one, that means something is going right. That means that others will be able to follow. This is historic.” While the year-long internship ended last May, Valverde is looking toward a future in conservation after his expected graduation in fall 2025. He is entertaining a handful of ideas, hopeful for an opportunity that can include both the environmental and tribal side of things. “It's not a need to be there,” Valverde said, “I want to be there. I have to be there. It's like a burn in my heart, where it's like it just spreads whenever I go back.” Media Contact Eric Breier, Interim Assistant Director of Editorial and External Affairs ebreier@csusm.edu | Office: 760-750-7314
- Play Focuses on ‘Love Letter to Toxic Couples’Theater lecturer Shaun Heard is directing a first-of-its-kind production at Cal State San Marcos. “It's one of those shows where I feel like a lot of people are going to be in the audience clutching their pearls because it's a play where they don't hold back,” Heard said. “The Motherf**ker with the Hat,” a play by Stephen Adly Guirgis, will be showing Nov. 20-23 in Arts 111 from 7-9 p.m. each night. Tickets can be purchased online. “Google will describe the show as a high-octane verbal cage match about love, fidelity and misplaced haberdashery,” Heard said. “That's the online Google definition or synopsis of the play. However, this play is a love letter to toxic couples everywhere. Couples who love each other so much, but every sign in the world tells you that you shouldn't be together.” The play follows a Puerto Rican couple in their 30s who have been dating since eighth grade and struggle with addiction. “It's a story that needs to be told, especially at a college level,” Heard said. “These types of plays are frowned upon because these are 18 and 19 year olds using curse words. But I'm so grateful that our department decided to do this play because these students are adults.” Heard has been teaching theater at CSUSM for seven years, and the play is part of his course curriculum in his introduction to acting class. The course is a lower-level general education class and is usually full of students who have never acted before. Heard assigns students scenes and they do an in-class production, but this is the first time the play is being brought to the stage at CSUSM. “I get a lot of nursing majors and business majors, and I introduce them to this play called ‘The Motherf**ker with the Hat,’ ” Heard said. “The play has cursing and it really helps students who are not theater people to let loose.” Five students are featured in the play: Daniel Bjorn Huff, Lunna Mikhail, Arthur Morel, Cayla Munoz and Anthony Varon. For the first time, the theater department hired an intimacy coordinator to work with the student actors in rehearsal. “That was something that our department decided on through this particular season,” Heard said. “A season is a year's worth of plays. This year we’ve had four plays where actors interact physically. “There are a lot of people interacting with each other, much more than friendship levels. They needed someone here to ensure they feel comfortable with all of this. Also, from a teaching standpoint, it's good for actors to work with a professional actor.” Heard hopes that when someone leaves the theater after watching the play, they will be open to different types of art forms and can reflect on their own relationships. “I think the way the play was written and the way that I've directed it, there are no clear protagonists or clear antagonists,” Heard said. “It's one of those plays where everyone is flawed, and I hope everyone can look within. I want the audience to leave and think about humanity a little bit more. Give people the benefit of the doubt and understand that people do make mistakes.” Media Contact Eric Breier, Interim Assistant Director of Editorial and External Affairs ebreier@csusm.edu | Office: 760-750-7314
- Alumna on Front Lines of Fight to Advance Clean EnergyManal Yamout McDermid often feels like she’s standing on the cutting edge of California’s multibillion-dollar green economy. One day, McDermid will be meeting with a company that is developing what are effectively electric helicopters designed to cover distances of less than 100 miles – basically, an Uber for the skies. The next day, she’ll sit down with a business that’s building a device that captures a semi truck’s carbon emissions directly from the tailpipe, pumps it into a tank, then either buries it underground or sells the CO2 for use in products like soda. Still other days might include huddles with firms that make rooftop solar panels, heat pump water heaters, even self-driving cars. “Each of the clients that I work with, I get a chance to embed in their team,” McDermid said. “I get to jump around. And not only is the subject matter different, but the people are different and the vibe is different. I like that diversity.” Those clients, in turn, value McDermid’s expertise, so much so that they’re willing to pay handsomely for it, in many cases while they’re still trying to get off the ground as a startup. The Cal State San Marcos alumna is the founding partner of Caliber Strategies, a Sacramento-based lobbying firm that helps energy and climate companies – whether sexy startups or stodgy utilities – navigate the regulatory maze that is the California policy arena. In doing so, McDermid draws on almost two decades of experience in state politics and policymaking, going back to when she was a clean energy adviser to former Gov. Arnold Schwarzenegger in her early 20s, only a few years after graduating from CSUSM with a degree in biology. “I founded this company because it’s really challenging to bring new technologies to market, especially in a place like California where the market rules are quite complex and there are all these different agencies doing different things,” McDermid said. “We focus exclusively on climate and energy, and primarily on what I refer to as disruptive technologies.” Founded in 2013, Caliber now totals eight employees, and one of McDermid’s fellow partners is Michael Picker, former president of the California Public Utilities Commission (CPUC), the nonpartisan body charged with regulating the state’s utilities. The company has almost 50 clients, including investment management giant Blackstone, accounting firm KPMG and Sunrun, one of the nation’s biggest solar installers. Sometimes Caliber’s clients take the form of a legacy company that’s opening a new product line. A.O. Smith Corporation, for example, has been around for 150 years and is one of the world’s leading manufacturers of water heaters and boilers, with annual sales of almost $4 billion. But as California increasingly moves toward the full electrification of all buildings, A.O. Smith is gravitating toward heat pumps, which heat water using electricity instead of gas. Enter Caliber. The company worked with a team of nonprofit, industry and environmental organizations to help pass legislation to allocate about $44 million in incentives for heat pumps. Caliber then led an effort with this coalition and the CPUC to design an incentive program that would offer state residents payments of up to $7,300 for installing heat pumps. Another category of clients is fledgling businesses with an innovative solution to a climate-related problem. Charm Industrial is a Bay Area startup with a mission to, as its website touts, “put oil back underground,” an elegantly simple description of the complex science involved in carbon capture and sequestration. Charm approached Caliber in its infancy, seeking to get introduced to the right people, increase its name recognition and create a market from scratch. “It’s about streamlining the process, and even more so trying to educate regulators,” McDermid said. “We educate regulators and policymakers about what the needs of new technologies are. After the policymaker has already said, for example, we want electric cars and you have the market ready, there remain all these barriers that no one has figured out. So it’s a collaborative process to figure out how we get from where we are now to where we want to be.” It was at CSUSM where McDermid discovered her twin passions for environmental science and public policy. Having initially enrolled at the university on a cross country and track and field scholarship (she competed for two years before injuries forced her to stop), she decided she wanted to pursue conservation biology and save the earth one planted tree at a time. At some point in her college journey, however, it dawned on her that planting trees – even 10 to 20 acres worth – couldn’t compare with, say, protecting millions of acres through legislation. As a junior, McDermid spent the fall semester in Washington, D.C., as part of the Panetta Congressional Internship Program, and when she returned, she ran for and was elected president of Associated Students, Inc., for her senior year in 2004-05. She even started a progressive activist organization with some friends. “CSUSM was this perfect testing ground to try out all these different things,” she said. Using her student experience as a springboard, McDermid was accepted after graduation into the Capital Fellows Program, an initiative through Sacramento State that offers paid, full-time fellowships in each branch of California’s government. She was assigned to Gov. Schwarzenegger’s office for a year, followed by a year working in the office of First Lady Maria Shriver. In 2008, McDermid got her big break when Susan Kennedy, still early in her tenure as Schwarzenegger’s chief of staff, acted on a recommendation to tap McDermid as her top deputy. Kennedy was seeking not an executive assistant but someone who could step into her high-pressure position when necessary and not miss a beat. In McDermid, she found a kindred spirit, essentially a younger version of herself. “She was perfect,” Kennedy said. “She looked out at the landscape from the perspective of, if she were the chief of staff to the governor, how would you prepare for this? How would you brief him on this? What information do you need from the agencies or the departments or the senior staff? “It’s a very tough role to step into, and she earned everyone’s respect because she was so good at what she did. She made me twice as good at what I was doing because she was as good as me.” Near the end of his eight years as governor, Schwarzenegger began to feel a particular urgency to buttress his accomplishments in the climate space. He tasked Kennedy with figuring out how to secure permitting for a host of renewable energy projects being incentivized by the Obama administration, and Kennedy in turn tasked not only Picker – the former CPUC president and current Caliber partner – but also McDermid. “It was a failure-is-not-an-option initiative by the governor,” Kennedy said. “I gave Michael all the power, and I gave him the most powerful weapon I could think of, which was Manal. The two of them were responsible for basically unlocking gigawatts of renewable energy in California, which completely changed the landscape of the state’s climate initiatives.” McDermid’s efforts were so successful that, when Schwarzenegger left office in 2011 and Jerry Brown entered, she was among just a handful of staffers retained out of the nearly 100 in the governor’s office. She departed later that year to take a job in Washington as a lobbyist for NextEra Energy, an electric utility holding giant, before Kennedy lured her back to California in 2013. With her longtime mentor, McDermid launched not only Caliber but also Advanced Microgrid Solutions (AMS), a company that was born out of the shuttering of the San Onofre nuclear power station in June 2013. That closure created an immediate 20% power shortage in large portions of Los Angeles, a gap that AMS filled by building what McDermid called the “world’s largest virtual power plant” – battery storage systems at commercial sites like Kaiser Permanente, Irvine Company and Walmart. Over time, AMS shifted its focus from developing those large-scale energy storage projects to providing software that allowed others to optimize their own energy storage assets. When AMS was sold in 2020, McDermid rededicated herself to Caliber, which had been on the back burner for a few years. During the pandemic, she got married and moved from San Diego (where she grew up after her family escaped war-torn Lebanon when she was 3) to Santa Barbara, her husband’s hometown. Manal and Hitch, her husband, have a 3-year-old son, Malek. McDermid makes frequent trips to Sacramento and to San Francisco, where Caliber has a small office. Not coincidentally, the Bay Area also is the headquarters of the CPUC, one of the regulatory bodies that Caliber works closely with, along with the California Energy Commission, the Air Resources Board and the Natural Resources Agency. Many for-profit companies have an adversarial relationship with the regulators that establish the rules governing them, but that’s not the case with Caliber or most of its clients. They’re all in the same boat and rowing in the same direction when it comes to the state’s ambitious climate goals, which is one of myriad reasons why McDermid loves the work she does. “We’re very focused in California precisely because we actually want to get things done,” McDermid said. “I don’t want to spend my time convincing someone that climate change is a problem or that we should put more electric vehicles on the roads. The nice thing about California is, at the highest level, the leadership is completely bought in on what the problem is. And it’s more about figuring out: How do we solve it?” Manal Yamout McDermid Major at CSUSM: Biology Graduation year: 2005 Company: Caliber Strategies Website: caliberstrat.com Founded: 2013 Number of employees: 8 Talking Business With Manal Yamout McDermid What's the best advice you received about starting a business? Work with people you like. It's super simple, but if you pick people you like and admire and want to spend an inordinate amount of time with, you really can't go wrong. In some ways, getting the people right is more important than the idea and the path to market. What advice would you give budding entrepreneurs? Same advice as the first one: Choose your partners carefully, and choose them based on their character, their integrity and your level of trust in them. Don’t just think about breaking into a market. What's the greatest challenge in starting your own business? I think it's the uncertainty and the self-doubt that come with it, like: Should I grow? The greatest challenge is believing that as you scale up, things will work out, and getting the confidence to take that next step. Knowing what you know now, is there anything you would have done differently? No. I'm a firm believer that whatever happens was supposed to happen, and it doesn't mean that it was good. But I wouldn't have done it differently. What are the qualities of a good entrepreneur? I would say confidence, belief in yourself. The ability to really pay attention to what's happening around you, whether that's the market or the people you surround yourself with. Media Contact Brian Hiro, Communications Specialist bhiro@csusm.edu | Office: 760-750-7306
- Graduate Student Receives Sociology Conference AwardSimon Griffith, a graduate student in the Master of Arts of Sociological Practice program, was recently awarded the Outstanding Graduate Student Award for 2024 at the California Sociological Association conference, which was held Nov. 1-2 in Pomona. Griffith’s research focuses on the sociology of queer life, cities and human agency. He examines what happens to the collective identity of queer neighborhoods as society's perception of LGBTQ+ people evolves. “I investigate the material impacts that arise for individuals within these communities,” Griffith writes on the Master of Arts of Sociological Practice website. “By analyzing the genealogies of queer neighborhoods, I aim to understand the consequences of changes to both the physical and social spaces that exist within them.” The conference’s theme focused on human rights, policy threats, alliances and community resistance. The keynote speaker was UC San Diego sociology professor Camila Alvarez, who’s speech focused on environmental justice issues. The mission of the California Sociological Association is to promote the scientific study of society among interested persons within the state of California; to stimulate discussion and encourage cooperative relations among persons engaged in the scientific study of society; and to further the aims of instruction, practice and research in the field of sociology. Media Contact Eric Breier, Interim assistant director of editorial and external affairs ebreier@csusm.edu | Office: 760-750-7314
- Dorm Dreams: Alumnus Leads Marketing Firm He Founded as CSUSM FreshmanIt’s a tale as old as higher education itself: a college student desperately seeking a job to defray the cost of attendance or just to pocket a little extra spending money. That was the situation Elijah Schneider found himself in as a freshman at Cal State San Marcos when he attended a Thanksgiving celebration in the fall of 2015. One of the guests that day – Schneider remembers him being a neighbor or a distant family friend – was a business owner who was soliciting opinions about his company’s Instagram channel. Though firmly in its core demographic, Schneider was no big afficionado of Instagram – he estimates that he had posted fewer than 20 times in about a decade of having an account. He was (and is), however, very opinionated. So while fellow attendees declined the invitation to weigh in, Schneider didn’t hold back. He told the man that his company’s feed looked ugly, that the images resembled generic stock photography and that he should replace whatever marketing agency handled his social media. A few days later, Schneider followed up with a phone call in which he proposed a rather bold suggestion for who should be the replacement. As Schneider recalls it: “I was like, ‘Hey, you’re getting ripped off. You told me you’re paying this agency 10 grand month or something. How about you pay me 1,500 bucks a month? I will learn, I will become obsessed with this. Give me three months. If it doesn’t work, get rid of me.’ ” To Schneider’s surprise, the man agreed to the gambit. Schneider had promised that he would devote 10 hours a week to the enterprise, but he grew so fixated that he doubled it. After a few months, the company’s Instagram following had swelled by a factor of eight, and the man was so pleased that he wanted more services. “Do you know how to do paid ads?” he asked Schneider. “No, but I’ll figure it out,” Schneider replied, with a degree of self-assurance that would become his trademark. He did indeed, to the tune of quintupling a $1,000 investment in paid ads after taking a few courses on YouTube and LinkedIn. By the end of his freshman year, Schneider was managing tens of thousands of advertising dollars, being connected to a second client and hiring his first employee – all while living in The QUAD housing facility and taking classes toward his major in business administration. As a teenager in his dorm room, Schneider founded a digital marketing agency that he first called Mercury Media before changing the name to Modifly in 2017. He continued to build the company during his five years at CSUSM – eventually moving into an office at Union Cowork across the street from campus in North City – before graduating in 2020. Today, Modifly occupies a sleek, modern, 8,000-square-foot space in a high rise in downtown San Diego, a short walk from where Schneider lives with his wife, Sarah, an OR nurse at UC San Diego whom he met at CSUSM. Two years ago, Schneider sold a majority stake in his nascent business to a parent company called CourtAvenue, helping his team grow to 30 employees spread across four cities, including Mexico City. Modifly’s current and former clients include such brands as Mercedes-Benz, Nordstrom and UGG boots. Asked about his unorthodox path to becoming an entrepreneur, the now 27-year-old Schneider said: “Because I didn’t have the baggage of working for other companies, I hadn’t developed bad habits. I had to develop perspective, which allowed me to – with no experience – test things and see what’s working and what’s not. Not having a traditional background is fantastic in terms of the progression of the business because we do things differently. Every time somebody joins the company from another agency, they’re like, ‘It’s not supposed to work like this.’ And I’m like, ‘I know, it’s great.’ ” How does Schneider do things differently? He conducts a performance evaluation called a 360 review in which every employee of the company evaluates everyone else, meaning that the CEO (Schneider) can get critiqued by a lower-level worker who was just hired. “It’s not about age or experience,” Schneider said. “Everyone’s perspective is critical.” How does he do things differently? Even as the young leader of a young business, he’s not afraid to call established companies out on what he sees as flawed marketing strategies and to propose solutions that constitute much more than tinkering around the edges. Take Poo-Pourri, which devises and sells fragrant sprays for toilets. The company approached Modifly after its previous marketing partner didn’t work out. After a deep dive into customer feedback, Schneider proposed a complete overhaul of its approach, mostly notably removing the “Poo” and broadening to other types of sprays. Now rebranded as ~Pourri, the company peddles fragrances that reduce odors from not only the bathroom, but also pets, cars, shoes, baby diapers, even marijuana. “Digital media and digital marketing are constantly changing – every hour, it feels like,” Schneider said. “It’s a giant puzzle, and if you have to navigate that as a brand, it can become really confusing. I love this business because it pushes me to think outside the box to solve problems.” Schneider’s righthand man almost since the outset of his entrepreneurial journey has been Brandon Biancalani. They met at orientation before their first year at CSUSM – Schneider an incoming freshman from San Diego, Biancalani from San Clemente. They soon learned that they would be living a couple rooms down from each other on the same floor of The QUAD (Schneider’s future wife lived a few rooms down in the other direction). Biancalani initially was struck by Schneider’s outspokenness – a sharp contrast to his introversion – but while other residents of the dorm were distracted by partying or other teenage concerns, he and Schneider bonded over long, late-night conversations about life goals. Having entered CSUSM as a kinesiology student, Biancalani quickly realized it wasn’t for him, and when Schneider dangled an opportunity in the summer of 2016 to be Employee No. 2 for Modifly (then Mercury Media), Biancalani jumped at it. They moved into an apartment south of campus and lived together for the next 3½ years before graduating in the same class. Biancalani, who’s also married to a fellow CSUSM alumna, is now the head of paid media for Modifly. “We had this feeling early on that we could be really successful with this,” Biancalani said. “Even when we didn’t have an office, we’d meet at a coffee shop, just a couple kids figuring stuff out. And then it started turning into something big really fast.” Biancalani says their business partnership works so well because he’s a detail-oriented, data-crunching specialist while Schneider is a big-picture visionary. “Elijah has done so many personality quizzes that land him in that ‘thought leader’ category,” he said. “If something new pops up, he’s probably three steps ahead and already is best buddies with the person who owns the company. His superpower is that he can predict things and be on the cutting edge and be fearless in voicing that early. And he’s right 99% of the time.” After Schneider sold his majority stake in Modifly in 2022, he turned over day-to-day operations to a new president, Nico Coetzee, who’s been in the marketing business since Schneider was an infant. Now that he has built a stable company, Schneider is relentlessly focused on its growth. He travels frequently to meet potential clients, speak at conferences and generally proselytize on behalf of Modifly. Given that he stumbled upon his career in the most accidental way imaginable – giving offhand advice to someone at a family gathering – even Schneider is often amazed by the passion he feels for it. “I pour myself into this job because I can and because I want to,” he said. “It doesn’t feel like work; it’s my favorite thing. There are definitely days where I’m like, ‘I just want to go home, I’m done.’ But 99 out of 100 days, I love what I do.” Elijah Schneider Major at CSUSM: Business administration Graduation year: 2020 Company: Modifly Website: wemodifly.com Founded: 2016 Number of employees: 30 Talking Business With Elijah Schneider What's the best advice you received about starting a business? Surround yourself with the right people. You are a product of your environment, and if you have morally good people around you, then every piece of advice you're receiving is typically to your benefit. People over everything – that's the biggest thing. What advice would you give budding entrepreneurs? If you have an idea for a business, just do it. Don't overthink it. Just put it in the market. Also, make sure you give yourself permission to take a step back and look at the bigger picture. What's the greatest challenge in starting your own business? For me, it was age and experience. I didn't really have a good mentor system around me. The people I could turn to for advice, I kind of had to build that as we went. Knowing what you know now, is there anything you would have done differently? I would have evaluated myself more. I am good at some things, I am great at others and I am horrendous at others. I wish I had been able to take a step back and evaluate myself in a way where I could place levers of accountability to fill the holes. What are the qualities of a good entrepreneur? First and foremost is awareness. You have to be aware of yourself, your environment, your strengths and weaknesses. Number two is vision. As an entrepreneur, if you cannot bring people together to accomplish something, whether it's a task or solving a specific problem, you're not going to do well. Media Contact Brian Hiro, Communications Specialist bhiro@csusm.edu | Office: 760-750-7306
- More Than a Numbers GameI don’t know if it was predestination, but I’ve certainly known for a long time that I wanted to be a scientist. I still have the picture I drew in elementary school when I was 8 years old. It’s a self-portrait with my dream job scrawled on the paper: “scantist.” I came across that picture not so long ago and, while my spelling has improved greatly since then, the statistics related to the number of Black people employed in science and engineering remain stark. Just 3% are Black men, according to the National Science Foundation. The numbers are worse for Black women like me – just 2%. But I’ve never been someone to let numbers define me or statistics deter me from pursuing my dreams. That’s probably a good thing considering I’m also part of another group that, statistically, struggles to complete college – former foster youth. Less than 3% of former foster youth earn a bachelor’s degree, according to the Education Commission of the States. I’m proud that I’m part of those small groups since graduating from Cal State San Marcos in May with my bachelor’s in biological sciences. Now I want to help other students do the same and see those percentages grow. Much like me, most just need an opportunity. It’s a lesson I learned from my grandmother, who taught me the importance of simply showing up and taking a chance on someone. In my grandmother’s case, she took in my three sisters and me when our mother couldn’t care for us. I’m also grateful to CSUSM for taking a chance on me. At the university, I had the good fortune of being in U-RISE, which is the Undergraduate Research Initiative for Scientific Enhancement program. Part of CSUSM’s Center for Training, Research and Educational Excellence, or CTREE for short, the U-RISE program prepares talented and motivated underrepresented students majoring in the sciences to enter and succeed in doctoral studies. It was in U-RISE that I met some truly special mentors who stepped up on my behalf. CTREE and U-RISE have eligibility requirements – and I didn’t meet all of them. It’s not that I wasn’t good at science or passionate about my studies. But my grades weren't at the level that U-RISE requires. I had always been a strong student in high school. I earned a spot on the honor roll each semester and was involved in numerous extracurricular activities. But I struggled when I started college. I wasn’t as prepared as I thought. Fortunately for me, CTREE’s leaders looked beyond the numbers (in this case, my grade-point average). They took into account the challenges I was working to overcome and saw my potential. They were willing to take a chance on me. And it was truly life-changing. Becoming part of U-RISE led me to a spot in the lab of biology professor Dennis Kolosov, who was there for me every step of the way. Whether it was answering a question, meeting one-on-one or providing professional development, Dr. Kolosov was crucial to my development and shaping my identity as a scientist. The support that CSUSM provides is second to none, from faculty like Dr. Kolosov and Dr. Mallory Rice, who inspire students each day, to staff like Shanelle Watkins, the Black Student Success Initiatives coordinator in the Black Student Center. This fall, I’m starting a Ph.D. program at UC Irvine, where I will be studying immunology. While I put in years of hard work to get here, my support system at CSUSM was critical in helping me reach this point. I’m looking forward to helping other students like me in the future, whether through a nonprofit organization to give back to the community in my hometown of Rialto near San Bernardino, or by helping STEM students at CSUSM navigate the path toward their degree. I know firsthand how important representation is for students of marginalized groups, and I know what it’s like to persevere. Each time I have fallen, I have gotten back up. I crawled, walked and ran toward my degree at CSUSM. Now, I want to serve as a positive example and role model to ensure that other students facing similar challenges aren’t left behind. Media Contact Eric Breier, Interim Assistant Director of Editorial and External Affairs ebreier@csusm.edu | Office: 760-750-7314
