In shortIn entrepreneruship, most of the time, validation has to be done internally.
3 things to know
1In entrepreneruship, most of the time, validation has to be done internally.
2As a business owner, you need to be your own biggest cheerleader.
3It can feel like the world is against you.
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In entrepreneruship, most of the time, validation has to be done internally. As a business owner, you need to be your own biggest cheerleader. It can feel like the world is against you. Competitors are constantly trying to do what you do better, and as the leader of the company, you rarely receive praise, but have to make sure you are doing you best to praise those around you.
These reasons and many more are why Dee Decimus Holmes’ recent recognition as the Small Business Administration’s North Dakota Small Business of the Year was such a special moment.
As the owner and founder of All Embracing Home Care, Decimus Holmes didn’t see this coming.
I couldn’t believe It. I was pretty shocked. I started crying. I started the company six years ago on April 19 and I’ve worked so hard during those six years. I don’t like recognition; I’m not that type of person. But when somebody sees it, recognizes it, and nominates me, It just affirms all the hard work I put in for all these years. I’m still speechless about it.” – Dee Decimus Holmes
The Beginning Of All Embracing Home Care
When Decimus Holmes started her business, she was going through a divorce, caring for an 18-month-old, and was pregnant with her second child.
That was the true pivot point, but her journey goes back much further than that.
As a professional, Decimus Holmes originally used her degrees to work a number of jobs including, as a football operations manager, a football coach, and as a member of the development team for the University of New Mexico’s Lobo Club, where she helped raise funds for student-athlete scholarships and athletic facilities.
After several years there, she received a call asking for help caring for her niece in North Dakota.
“In 2012, I pivoted when a family member asked me to care for my niece who has epilepsy. I was her full-time nanny for four years, and I just loved it. I loved seeing her grow and seeing her milestones being met. It was just a phenomenal four years of my life.”
During that period of time caring for her niece, she became an employee of Easter Seals Goodwill ND; an organization dedicated to providing employment opportunities, training, and supportive services to individuals with disabilities or special needs.
That experience led Decimus Holmes to continue helping care for others—this included work at an agency called RISE Services in the Phoenix-Mesa area where she was a coordinator for aging services. In this role, she paired individuals with caregivers, helped with hiring, and also played a large role in expanding the program.
“When I started, I had about 15 clients, and within six months, we supported almost 60 individuals, Decimus Holmes said. “I loved the growth and seeing the numbers. ”
From there, Decimus Holmes moved again to Reno, NV for her ex-husband’s job. There, she gained more experience working for a nursing home facility where she oversaw the memory care unit. She continued to love the work.
Then the true pivot came as she started going through a divorce.
“In 2016, I knew I had to do something for my family because then it was just me—me and my girls,” Decimus Holmes said. “And I was like, ‘What am I going to do?’ I had gotten an undergraduate degree in sports management and a master’s in sports administration and worked in that industry for so long. So, college athletics was my deal. That’s what I wanted to do. I wanted to be an athletic director.” “I knew I needed to do something, and I wanted to continue caring for people,” Decimus Holmes said. “But the options I had weren’t going to pay me enough to support my kids. So, I started working to build my own agency.”
Next came a SWOT analysis, research, licensing, and lot of paperwork before Decimus Holmes was able to start working with her first individual at nine months pregnant, her second daughter was born four days after the business first started servicing the client.
To supplement her income, she got a part time chamber with the Chamber of Commerce Grand Forks/East Grand Forks.
“I strategically placed myself there because I knew I’d become a business owner one day—I wanted this to work,” Decimus Holmes said. “In that role, I was able to ask numerous questions to Barry Wilfahrt, the President & CEO, and make connections right from the beginning.”
That first year of business involved long hours and paperwork after bedtime. Every spare moment was dedicated to growing the business.
By 2020, when the pandemic hit, All Embracing Home Care had 11 clients and two employees.
“It was at that time that we secured our first office. We did this because COVID made home visits impossible. That office was just 750 square feet and we shared it with Matt Schneider’s law office in Grand Forks. COVID was challenging but people wanted more in-home healthcare during that time. We just took off.”
By the time, All Embracing Home Care outgrew that space, they had 10 employees in the office, and 42 team members providing care and continued expanding. Now, almost six years later, they’ve opened offices in Fargo, Arizona, with another state in the works, and an upcoming office in Bismarck.
Becoming A Serial Entrepreneur
In 2022 Decimus Holmes met her husband, Stephen, who is also an entrepreneur.
So, on their honeymoon, what do you think they did?
They started a business.
A daycare center, to be exact, called El Way Child Care & Learning Center
“This was a vision I’d long had to support my employees facing daycare challenges,” Decimus Holmes said. “We bought a building in Grand Forks, renovated it, and opened in June 2023. We currently have about 35 employees there and recently completed a second building to accommodate even more children—complete with an indoor recreational area for harsh North Dakota winters.”
The opening of the daycare caused the opening of another business called CAFF Property Group, which manages their properties and commercial rentals.
Then, Decimus Holmes purchased a business called Kidwell Signature Cleaning.
“We already clean about 130 residential homes and 30 commercial properties, including Acme—a huge company in Grand Forks with five locations we service daily,” Decimus Holmes.
And finally, two years ago, Decimus Holmes started her most recent business, a nonprofit called All Embracing Home Care Foundation.
“That organization helps raise funds to support our home care clients and other community members needing resources like hospital beds, lift chairs, bathroom redesigns, and walk-in showers,” Decimus Holmes said. “This foundation has been a phenomenal venture. We’ve partnered with my husband’s construction and property management businesses, along with a plumbing company, to remodel bathrooms for veterans and others in need—just about any project you can imagine.”
All Embracing Home Care
All Embracing Home Care, which is headquartered in Grand Forks, ND, provides customized, nonmedical in-home care services aimed at helping individuals of all ages live independently and safely in their own homes.
All Embracing Home Care Foundation
The All Embracing Home Care Foundation, based in Grand Forks, ND, is a nonprofit organization dedicated to ensuring that individuals receive high-quality home care services, equipment, and resources, regardless of financial constraints.
El Way Child Care & Learning Center
El Way Child Care and Learning Center, located at 624 N Washington St in Grand Forks, ND, is a licensed facility providing quality childcare services for up to 73 children.
Kidwell Signature Cleaning LLC
Kidwell’s Signature Cleaning Inc., based in Grand Forks, ND, has been providing comprehensive cleaning services since 1998.
To manage everything, Decimus Holmes has dedicated managers at each business. And recently, she hired a director of operations to oversee all of her businesses and start succession planning.
“Even though I’m only 41, I don’t want to work forever,” Decimus Holmes said. “Over the past six years, I’ve worked almost non-stop, but my husband is helping me slow down, reminding me to take breaks and enjoy life… My kids miss their mom because I’m always working. I do my best to bring them to school whenever I can and I spend 5 p.m. to 7 p.m. exclusively dedicated to them every day. But eventually I want to be able to give more time to them.”
How Did She Learn Everything She Needed To?
Every entrepreneur’s journey looks different, but two things exist in every journey: struggles and lots of learning.
“Initially, delegating was my biggest challenge—letting go and trusting others with something that felt like my baby,” Decimus Holmes said. “But as the businesses grew, I knew I had to delegate more. Now I have a full team: a director of education, HR generalist, development and intellectual disabilities coordinator, an aging coordinator, and other directors. Adding the director of operations in January has been invaluable as we plan for the future. It’s truly been an incredible and interesting journey.”
Dee Decimus Holmes Used These Programs To Learn And So Can You!
ND SBDC
The North Dakota Small Business Development Centers (ND SBDC) is a statewide network offering no-cost, confidential business advising and resources to entrepreneurs and small business owners at every stage of the business lifecycle.
SBA
The U.S. Small Business Administration (SBA) North Dakota District Office serves the entire state, providing support to entrepreneurs and small businesses through funding programs, counseling, federal contracting certifications, and disaster recovery assistance.
North Dakota Women’s Business Center
The North Dakota Women’s Business Center (NDWBC) is a statewide nonprofit organization dedicated to supporting women entrepreneurs and business owners across North Dakota.
SCORE
SCORE, a nonprofit organization and resource partner of the U.S. Small Business Administration (SBA), offers free, confidential mentoring and educational workshops to aspiring and existing small business owners nationwide.
Goldman Sachs 10k Small Businesses
Goldman Sachs 10,000 Small Businesses is a philanthropic initiative that provides entrepreneurs with a practical business education, access to capital, and support services to help them grow their businesses and create jobs. In September 2023, the program expanded into rural communities, launching in North Dakota and Arkansas as part of a $100 million commitment to support small businesses in 20 states over five years.
To learn how to conquer those struggles and other struggles, Decimus Holmes has leveraged support from the SBDC, SBA, SCORE, Women’s Business Network, and Dakota Business Lending. She also leaned heavily on what she learned while being part of the ND Goldman Sachs 10k Small Business program.
These programs helped Decimus Holmes understand balance sheets, marketing strategies, and SEO—areas previously outside of her expertise.
The programs also provided her invaluable opportunities to network and meet her accountant, Melissa Miranda from Step by Step Accounting, and her tax advisor, Nicky Bucha from Absolute Accounting.
“I learned a lot from those programs,” Decimus Holmes said. “People work better with structure. Without clear direction, it’s just chaos—a bowl of spaghetti where no one gets anywhere. But with clear process mapping, policies, procedures, and systems, everyone knows their role, the goal, and precisely how to achieve it. For example, the new state we’re about to open (still a secret)—the husband-wife team there was nervous about where to begin. I assured them they wouldn’t need to worry. I have comprehensive manuals and a Google Drive ready. They’ll know exactly what to do, step by step. I’ll be available for questions, but they likely won’t have many since everything is clearly outlined. Hiring strategically, especially in the beginning when funds are limited, is critical. Knowing the order and importance of each role has been one of the biggest challenges—and successes—in building the business.”
“In the beginning, I did everything—I wore many hats. But through mentorship, I learned to focus on what I do best and hire for the rest,” Decimus Holmes said. “Trying to handle accounting myself, for instance, cost me valuable time I could have spent generating more revenue. Hiring specialists, even if initially expensive, allowed me to grow faster and more efficiently. Bringing on my first HR person was a big step because her salary was substantial, and HR doesn’t directly generate revenue. But after careful budgeting, I realized it was a necessary investment. Similarly, hiring my first office manager was challenging—I hesitated at her requested pay rate but soon recognized her value. Almost immediately after hiring her, we secured a client whose revenue covered her salary completely. She started at the front desk and has since become my CEO.”
“My mentors have had a huge impact on my life. David Sabolcik from the University of New Mexico, who was the director at the Lobo Club, was phenomenal—he always believed in my potential, encouraging me by saying things like, ‘You’re going places,'” Decimus Holmes said. “Kenny Wentworth at RISE in Arizona was also instrumental. I initially applied to be a caregiver, but Kenny recognized my potential immediately and instead hired me as a director, believing in me more than I did myself at that time. His belief inspired my passion for the industry, and he’s continued to cheer me on ever since. Back in North Dakota, my pastor, Mark Hale, provided incredible emotional and spiritual support, consistently praying for me and my girls through challenging times.”
What’s Next?
Decimus Holmes says she plans to work five to eight more years before she completes the succession plan. Then, she wants to use her time to give back to the community and spend time with her blended family of nine.
Until then, let’s see what this small business person of the year can accomplish going forward.
Editor of Fargo INC! — covering the founders, companies, and ideas shaping business in Fargo-Moorhead. Eleven years in, still no opinions, no politics, all business.
