2012 Small Business Awards Rookie Winner: Elite Family Care

Elite Family Care, founded by Debra Fortosis, provides nanny and babysitter services to local and visiting families. The company’s mission is to facilitate safe, reliable and caring caregivers for both children and seniors. The services provided range from nanny and babysitter placement to nonmedical senior companion care and even hosting children’s parties. Fortosis has 20 years of experience from raising two children and four grandchildren; she also has background in corporate business.

Location: 3947 Clark Road, Suite D, Sarasota; servicing Sarasota, Bradenton, Lakewood Ranch, Venice, Fort Myers, Naples, Siesta Key and surrounding areas.

Start Date: November 2010

First job ever: At age 15, I was a cashier at the Publix at Beneva and Bee Ridge.

What is something you wish you knew when you got started in business?
Knowing more about starting a business. I had never owned my own business, and I had a lot to learn. I do all of the writing for my website and all of my own marketing … and I had to learn how to do that.

Favorite way to spend a day off:
With my grandchildren; I love being with my grandchildren; I have four — almost five — of them, all under the age of 7.

Biggest challenge:
The hardest thing is balancing the work and knowing when to add people. I’m really big on using the same people all the time, and I have to keep them busy; we’re really busy right now.

Typical day on the job:
It varies every day. I have people who go out and do jobs, but my daily work is marketing, answering phones, sending out caregivers, following up with families, meeting with families and planning events. I do a little bit of everything every day. I do it all.

Business idol:
I really like Michael Saunders. I met her and admire her knowledge so much. She gave me so many little business tips. I admire her and what she has done for her company.

Where do you see your business in five years?
Extremely busy. I have short-term and long-term goals, and I see us being the helpful name in the area. We handle Bradenton to Naples, and we are still growing down south. I see us handling Southwest Florida for in-home childcare as well as senior-companion care.

Number of employees when started:
I started with two people and a sitter.

Number of employees today: Now we have two people and 25 elite sitters.

On winning the Rookie category:
The Longboat Key Chamber has been a huge help to my business, and I feel very honored to be apart of the chamber. The (application) process has taught me so much … I see where I need to go from here.
Info: Visit elitefamilycare.com, call 556-1117, email [email protected] and follow Elite Family Care on Facebook for more information.