Small Business Profile: College-bound for success

Firm helps with puzzling college applications

By Cindy Kent | South Florida Sun-Sentinel

January 19, 2009

Mandee Heller Adler launched International College Counselors about four years ago to help students through the daunting college and graduate school application process.Adler said her clients know the importance of addressing college-bound issues but are busy or find the process too intimidating.

Students whose schedules are packed with extracurricular activities or a job have little time to focus on their futures, she said. Their parents may have last applied for college over 20 years ago. Many parents are overwhelmed by information overload and cumbersome online processes. "It gets more and more confusing," said Adler.

Adler's Hollywood-based business employs four people who handle about 60 clients a year. Fees range from $3,000 to $5,000 or an hourly rate of about $200. Adler's business is largely driven by word of mouth and through the Internet. Counselors develop timelines for students such as scheduling tests and application letters and essays. They coordinate college tours and help prepare for interviews. Adler and her team navigate complicated financial and scholarship issues and aid in the application process. Consulting, such as assisting in curriculum choices to developing application resumes, is based on a student's graduation date.

Adler's counselors specialize in specific areas of study. They tune into colleges, scholarships and various programs that would benefit the client. "The goal is to help students maximize their education potential and minimize that element of randomness," she said. Recently, Adler added her brother-in-law, Barry Liebowitz, as a firm principal. Liebowitz can focus on clients with an emphasis on sports. He was a student athlete though college and developed his career with sports-related organizations.

Jodi Knofsky of North Bay Village was referred to Adler's business, when her son was a junior in high school. He's now in his first year of college. "There were a couple of different areas of concern for me," said Knofsky. "I wanted this to be a non-emotional process, and I needed someone who was knowledgeable, competent and neutral."

Knofsky was guided through financial aid. Counselors got to know her son.

"Their priorities were in line with his priorities, and it made us feel like we were the only client," she said.

Adler and her team were current on information and how to use it. "I knew I was out of touch with the way things are," said Knofsky. "My college application was written by hand and mailed."