The Second Service Foundation has always had a heart for the military community. Indeed, the StreetShares Foundation (the predecessor to Second Service) was launched to provide resources and capital to veteran entrepreneurs, and over the years, we have expanded to inspire, educate, and support veterans and military spouses in the entrepreneurial space. Every year, we assess what our audience needs and what we can provide as a solution.
In the past, we have given entrepreneurs the opportunity to win grant money and resources through our Military Entrepreneur Challenge, a three-part event that includes speed coaching, networking, and a pitch stage. Since the beginning of our organization, in conjunction with loyal partners such as Samuel Adams Brewing the American Dream, Syracuse University’s D’Aniello Institute for Veterans and Military Families (IVMF), and Holland & Knight LLP, we have awarded military entrepreneurs hundreds of thousands of dollars in start-up capital and legal services. Our grant recipients are continually impressing us with what they are accomplishing.
We have been thrilled to see others recognize the benefit of supporting military business owners and nonprofit leaders by financing their goals. Satisfied that our initial mission to serve the military community financially has been accomplished to the best of our ability, we are now passing the baton to larger for-profit companies to run pitch competitions; we are proud to champion their efforts as they bestow incredible sums to entrepreneurs who are changing the world. We are stepping away from the pitch competition space to allow for others to give our beloved military entrepreneur community the financial support they deserve. Our goal is to fulfill needs that are not being met, and broaden our audience to the whole military community, including those who do not wish to become entrepreneurs.
And so we pivot.
“We are all entrepreneurs in life,” explains Clare Rockefeller, Executive Director. “We’re all trying to solve problems.”
With this mindset, we are focusing our efforts on our Finding Your Second Service (FYSS) executive coaching program, and offering it to everyone in the military community, entrepreneur or otherwise. Everyone deserves the chance to find their “ikigai,” the center point for what one loves to do, what one is good at doing, what will make money, and what the world needs; FYSS will help our participants find their ikigai. Our community’s first service was to our country — we are committed to helping them find their second service.
Additionally, in Spring 2025, we are excited to add a new branch to our nonprofit: a faith-based charity. This charity will run on private donations, leaving our corporate sponsor funding for Second Service events and initiatives. This endeavor is a continuation of our FYSS executive coaching program, with a focus on faith and fellowship. It will be an encouraging platform that can help participants learn how they fit into the big picture, and how to build stronger relationships professionally as well as personally with a faith-based approach.
With this new branch added to our organization, we are inspiring, empowering, and supporting the military community as a whole to help everyone discover their second service. By working together, we seek to strengthen our community for years to come while building legacies beyond this generation.
