REEF, Ripple Effect Entrepreneur Fund, is a non-profit organization whose mission is to strengthen communities by stimulating its economic growth and supporting its businesses. Every successful business creates jobs, increases income, and adds revenue to its neighboring businesses.

REEF strives to be a catalyst for prosperity
which ripples through the communities it serves.


REEF’s roster of volunteer business experts educate, guide, and mentor business owners on the many technical aspects of business, such as accounting, human resources, regulations, marketing, technology, and operations.

Commerce Connection

REEF introduces and facilitates opportunities, enabling companies to expand their client base and strategic partners.

and Growth

REEF’s carefully selected partners invest in companies that choose to join the Incubation and acceleration programs. These programs are designed for businesses seeking rapid growth and significant expansion.


Using an extensive network of banks, venture funds, and angel sources, REEF helps companies of all sizes secure the loans and investments required to stabilize, expand, and flourish.

Board of Directors

Eli Fried, MBA

Eli Fried with his extensive knowledge has been providing financial and business advisory since 2007. Mr. Fried counsels personal and corporate clients on financial structuring, pension planning and maximizing their investment returns. From 2010- 2018, Eli was the Director of Finance at Oorah, a national charity based in Lakewood NJ. There he was responsible for financial strategy, investments, and founded Kars4kids’ real estate donation program, one of the nations’ largest and facilitated hundreds of charitable real estate gifts.

On a personal level, Eli is deeply rooted in the Lakewood community. He guides local families struggling with excessive debt and has volunteered for the Lakewood branch of Mesila USA, a financial counseling organization with chapters throughout the USA. He also influences the personal finances of thousands of families through a widely read weekly column in The Voice of Lakewood and his blog, Eli earned his Bachelor’s degree from Beth Medrash Govoha of Lakewood NJ, a Masters of Business Administration from Touro University and lives with his family in Lakewood NJ.

Debra Einhorn, CPA

Debra Einhorn is a Certified Public Accountant and graduate from Excelsior College, with over ten years of experience working with various sized businesses, managing their finance and accounting departments. Debra is currently the Controller of Cedarcom and Cedar Management.

Debra is a native of New York, and pursued a career in finance because of her passion for analyzing company finances and her ability to set up streamlining processes. Prior to joining the Cedar family, Debra served as Assistant Controller of Gem Ambulance. Debra, and her husband, Avi, along with their two children reside in Lakewood, New Jersey, where they are active members of their local synagogue, schools, and community.

David Steinmetz, Esq

David S. Steinmetz is an accomplished trial and appellate attorney with more than 13 years of experience as a litigator in the state and federal courts of New York and New Jersey. David graduated from Seton Hall Law School, where he was inducted for the Order of the Coif, among other honors. In 2009, he opened his own firm, Steinmetz, LLC, in Howell, New Jersey. Mr. Steinmetz is known in all of New Jersey as the go-to lawyer for business litigation.

Beyond his day-to-day practice, David has lectured in law schools and universities and has addressed audiences in the areas of contracts and representation of small and medium-size businesses. David dedicates valuable pro bono time to individuals requiring guidance and nonprofit organizations seeking his counsel. He lives in Lakewood with his family, where he is involved with several not-for-profit organizations. In his free time, David is a music aficionado, and enjoys playing classical piano pieces, and practicing on his drums.

Connie Friedland

Connie Friedland, a founding member of REEF’s board brings with her over ten years of expertise in business management and administration. Connie currently holds the position of Director of Operations for Cedarcom and Cedar Management, she manages and directs the operations of the companies. Her specialty is taking a business vision and bringing it to fruition by developing an innovative business blueprint to bring the vision to reality, through her acquired talents and skill.

In her free time, Connie volunteers as a business mentor for REEF, assisting many businesses of all sizes with achieving their goals and aspirations. Connie has a special place in her heart for women-owned and underprivileged business entrepreneurship. In her free time, she volunteers as a mentor for Chai Lifeline, a non-profit organization that helps families of kids facing serious illness.

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looking for help?

Are you a mentor
ready to get involved?

Get in Touch

1750 Cedarbridge Ave, Suite #3,
Lakewood NJ 08701