Every time Business Plan Challenge season rolled around, Jerome Poliacoff always thought about starting a business but never seriously pursued it.

After all, he has a fulfilling and successful career as a child psychologist in Coral Gables.

But this year, a recent change in state law opened a door and gave him a little push. He not only entered but won the Challenge with his plan for WeAgree2, a provider of "parenting plans" for divorcing parents.

Such tailored plans are now mandated by state law. Poliacoff reasoned his business could provide such plans at a lower financial and emotional cost than if parents had to resort to litigation. He and his business partner, Michael Epstein, have been working on testing the idea and setting up the infrastructure.

Poliacoff eventually wants to expand the venture around the state and perhaps nationally by setting up the infrastructure and handling the marketing, with the help of a website and a group of child psychologists in various markets. The initial consultations and questionnaires would be done virtually and the final plan would be created by participating child psychologists.

Poliacoff impressed the judges with his clear mission statement, well-thought-out plan -- which clearly identified a need in the market -- and the low-costs associated with the start-up. Together, Poliacoff and Epstein have more than 50 years in the child psychology field.

The timing just seemed right for WeAgree2. First of all, a revision in state divorce law in late 2008 removed the use of such terms as "custody" and "visitation" and instead required a full parenting plan.

That's a big change, according to Epstein, and a good reason for him to come on board. "I was very excited about the idea of a child-sharing plan between the parents, " said Epstein, who describes himself as a conflict avoider. "It's not one parent against another -- it's cooperative rather than litigious."

And a good place for child psychologists, they say.

"Neither lawyers nor mediators are trained in child psychology or child development. They are not in the best position to assist the family in the child's needs or future needs, " Poliacoff said.

Those future needs are another reason why parenting plans should be done by child psychologists: They need to evolve with a child's development, Poliacoff said. "Many parents agree on the bigger issues concerning their children, but the litigation makes them a little nuts, " he said.

The parenting plan could provide mechanisms for the parents to come back to the table to discuss certain key points of a child's life such as entering elementary or middle school. Sort of like a booster shot, Poliacoff said.

Requiring parenting plans during divorce proceedings is an idea that is gaining steam across the country. Although Florida legislation does not yet mandate use of a "parenting coordinator, " many states do. Parenting coordinators mediate disputes after a divorce judgement.

This parenting plan approach saves money for the client, Poliacoff said, by avoiding some litigation. "Up until the mortgage crisis, you could fund litigation with a home equity loan, " he said. "Now, there isn't that kind of resource to pay for the kind of litigation that has gone on."

A big part of the WeAgree2 plan is setting up an infrastructure that will expand as the firm adds child psychologists in other counties or states. They would rely on WeAgree2's marketing and back-office support services such as scheduling, distribution and scoring of questionnaires and billing.

Poliacoff said child psychologists find this appealing because they often don't have the time or interest in doing the marketing and administration required. They typically do their own billing, make their own appointments and are used to building their business by word of mouth.

Poliacoff and Epstein, who was Poliacoff's professor at the University of Miami, are currently at work on their marketing campaign and working with a Web developer for their online site. The first target will be 150 attorneys and judges involved in matrimonial law, as well as licensed mental health providers and clergy.

They are now pilot testing the idea with a real family -- one of Epstein's clients with two young children. Epstein believes in the conciliatory divorce process because he's seen it work -- in his own family.

One potential weakness pointed out by the judges was that the idea could be easily copied. Poliacoff said he doesn't think that will happen because psychologists are typically not interested in the business aspects of their practices.

Plus he sees an advantage in being first to market.

The enthusiasm for the project comes easily to Poliacoff but he admits the administrative tasks involved in starting a business can be time-consuming and tedious. Family support is key.

"Much of this has to do with the support of my wife, " Poliacoff said. "That's important."

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