Wax now, scoops later: Student builds two sweet ventures

A business administration student from Marshall, Virginia, started his own business and now has plans to expand it and add others to his portfolio.

Jonathan Alvarez, USCA ’26, started his own mobile detailing business, known as 540Suds, in 2023. The venture is doing so well he plans to invest in additional vans. Ultimately, he wants to reinvest his revenue into a brick-and-mortar detailing shop.

USCA aims to educate, innovate and inspire. Alvarez credits lessons learned in principles of entrepreneurship with doing just that and giving him the confidence he needs to move forward with his business plans. The course guides students through foundational concepts, including financing, starting, operating, growing and exiting a business.

“This course taught me that it’s OK to feel nervous about growth, but you should never be afraid to reach out for help. There are plenty of resources available to help your business succeed,” Alvarez said.

“Reinvesting into the business is one of the most important things you can do to build long-term success. I’ve learned that short-term investments can lead to long-term gains. Financing and lending now feel much clearer to me, and I no longer feel anxious about those areas. With consistency, strong business practices, and healthy relationships, anything can be accomplished.”

He’s not stopping with mobile detailing. In addition, he’s planning to go into business with his mother, opening a chain of Mexican ice cream shops in Virginia in the next couple of years. Patrons will enjoy traditional Hispanic desserts, including fruits and specialty ice cream.

Alvarez said he chose to attend USCA because of the student-teacher ratio, which is currently 16:1. The budding entrepreneur said his professor made quite the impact.

“Professor Buck Harris, who I like to call ‘Coach Buck,’ is an excellent professor. He did an amazing job with the course setup and really knows how to communicate information in a way that connects with students through real-world examples. Overall, this has been the best class and professor experience I’ve had at USCA,” Alvarez said.

“I feel more connected to my professors instead of just being another number in a large class. It’s an all-around great environment.”

Editor’s note: According to the U.S. State Department, November is National Entrepreneurship Month, “a time to celebrate the entrepreneurs who serve their communities and bolster the American economy.”

This story is one in the “Making Our Way” series, celebrating USCA entrepreneurs.

For more information, contact USCA Marketing & Communication at news@usca.edu.