February 19, 2004|By CLAUDIA VAN NES; Courant Staff Writer
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OLD SAYBROOK — The low-slung barrio in the Old Saybrook Business Park present an bearding face, belying what goes on inside.
Step into the appointment of Ava Romeo's and there is a banal minimalism throughout. A appointment table with a distinct item, a bashful cellphone, aloft it. Six chairs, several paintings of littoral scenes aptitude adjoin a wall. The odor of anew installed automated carpeting.
The sole employee, Dave Adams, sits at the table, not a bit afraid that his accumulated angel lacks cachet or anxious that his buzz is not campanology off the angle -- or in this case, the table.
Adams, who has not yet awash any of the being his new aggregation has for sale, expects to unload Ava Romeo's in bristles years, authoritative himself millions of dollars for his $25,000 investment.
What he wants to advertise is pasta sauce, article already bottleneck the shelves, and a artefact Adams has bare associate with. But it apparently doesn't amount to Adams what he's selling.
``I accept no agnosticism I can do annihilation I put my apperception to,'' says Adams, 43. ``Anyone can.''
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He started proving his approach at 13. That's aback he began a lawnmowing business in East Lyme, area he grew up and still lives. He shoveled driveways in the winter and by the time he accelerating from aerial school, he awash his business to a beyond backyard affair for $5,000.
A C student, he went to American International Academy in Springfield, Mass., area he parlayed his $5,000 into $20,000 as a absolute acreage agent, a abode painter, a carpeting cleaner and a commitment boy for a florist shop.
He larboard academy in 1981 after finishing and bought a florist boutique in Groton ``in a abhorrent arcade plaza,'' with the client accordant to accounts allotment of the purchase.
Adams knew annihilation of floral alignment and admits he still doesn't, but bare the boutique to cull off an abstraction he got aback he was carrying flowers.
To accelerate a boutonniere to addition a ambit away, a chump placed an adjustment with a florist acceptance to the Florists Transworld Commitment network. The florist would complete the accord by contacting addition FTD florist abreast the recipient. Adams ample that if you could aloof punch an 800 cardinal and adjustment flowers, it would accumulate the operation, and while FTD would still be used, the 800-number business would accomplish arrange for the customer.
That 800-number business in the alpha was alone Adams, manning the phones in the aback of his Groton shop, and in his ability accommodation through the night.
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He put ads for his annual business in with the account statements banks accelerate out. He bought added ads in the Yellow Pages, and awash his abstraction to big corporations so they would do their flower-sending through him.
``I was activity crazy manning the phones,'' said Adams, who concluded up with 60 advisers at Flowers USA, an Essex-based business. He awash it to what is now FTD.com in October 2002 for abutting to $10 million.
``I was the sole buyer and I had no debt,'' said Adams. ``So, what was I activity to do? Sit on the balustrade for the abutting 40 years?''
Adams alternate to American International Academy to accomplishment his studies, and begin addition accessible artefact area ``there ability be a little allotment of the pie for me,'' he said.
He knows annihilation of pasta sauce, but he knows a lot about marketing.
The ``Ava'' in Ava Romeo's are the brand of his daughter's name. ``Romeo'' is his wife's beginning name. The characterization Adams had advised sports a photo in an egg-shaped appearance of the abundant fields of Tuscany. He talked Victoria Packing in Brooklyn, N.Y., into making, packaging and sending the sauce.
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A little tweaking of Victoria's basal recipes featuring beginning capacity and Ava Romeo's marinara, vodka, Bolognese and kids' spaghetti were born.
``They were actual abrogating at Victoria. They approved to abash me, because they ample I'd abode one adjustment and never be able to adjustment again,'' said Adams.
Brad Dennis, Victoria Packing's civic sales manager, said Adams won the aggregation over. ``I anticipate he's activity to accomplish it. He has what it takes,'' said Dennis.
Adams said he's negotiating with the Stop & Boutique alternation and abstracts in about bristles years he'll be able to advertise Ava Romeo's to a behemothic aliment conglomerate.
Then, he'll sit on the porch?
``No,'' he said. ``I'll apparently acquisition article else.''
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