Fargo INC! December 2023

Building a Strong brand identity

Innovating for Good

Opening a Second Location

PG.74

PG.92

PG.108

december 2023

The Be More Colorful Story

INNOVATION, PERSEVERANCE, & SUCCESS

// DECEMBER 2023

FEATURES

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Sponsored Content: 2024 Business Planning Considerations

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Sponsored Content: We're In This Together

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Sponsored Content: Advertising, Awards, & Awesome Events!

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Ask The Expert: How to Effectivly Manage Supply Chain Risks

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Innovation, Perseverance, & Success

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Business & Family

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Magnum Electric's Rebrand

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Building a Strong Brand Identity

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Revolutionizing Small Business Credit

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Bell Bank Tower

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Innovating For Good

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Fashion, Furlongs, & Film

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Opening a Second Location

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10 Questions with John Machacek: Fargo Ergonomics and Alter Ergo

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Women You Should Know: Meagan Lewis

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Thrive in E-Commerce

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Awesome Foundation Grant Award Winner: Two Feathers LLC

DECEMBER 2023

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E d i t o r ’s n o t e

Embracing the Leap of Faith: The Journey of Be More Colorful

I

magine a life with steadypaying jobs, a comfortable house, and a picturesque lake place—this was the American dream that Matt and Katie Chaussee lived. Yet, they chose to step into the unknown, driven by a vision of innovation and passion.

Matt and Katie’s story began at North Dakota State University, a meeting that blossomed into friendship and, years later, into love. Their early years epitomized stability: good jobs,

marriage, children, a home. But life, as it often does, threw a curveball.

Katie’s debilitating back injury in 2016 was a pivotal moment. It was during her recovery that the seeds of Be More Colorful were sown. Frustrated by the limitations of traditional house viewing, they envisioned a venture into virtual reality and interactive virtual tours.

Their journey has been full of challenges. The couple faced financial strains and the daunting

task of pivoting their business model in a rapidly evolving tech landscape. Their initial focus on real estate evolved into creating the CareerViewXR platform, a revolutionary tool in educational technology. This pivot was not just a business maneuver; it was akin to the leaps we take in our personal lives—unexpected, often necessary, and transformative.

The Chaussees’ story is not just about entrepreneurial spirit. It mirrors

life’s unpredictable nature, where personal decisions often require us to take leaps of faith. Like navigating the complexities of relationships or career changes, Matt and Katie navigated market demands and technological advancements. Their journey reflects our own personal stories of taking chances, of stepping into the unknown with hope and resilience.

Today, Be More Colorful stands as a significant player in its field, earning national accolades and

recognition. This achievement is not just the result of business acumen; it’s a narrative of personal courage, and of betting on oneself amidst uncertainties.

It reminds us that leaps of faith are not just business decisions; they are deeply personal choices that define our journeys.

Sincerely,

Brady Drake Fargo INC! Editor

Brady Drake, Fargo INC! Editor

fargoinc@spotlightmediafargo.com

MEET THE TEAM.

LEARN MORE ABOUT US AT SPOTLIGHTMEDIAFARGO.COM 14

DECEMBER 2023

DECEMBER 2023 Volume 8 Issue 12

Fargo INC! is published 12 times a year and is available at area businesses and online at FargoInc.com.

Publisher Mike Dragosavich EDITORIAL Editorial Team Lead Brady Drake Brady@SpotlightMediaFargo.com Editors Geneva Nodland, Grant Ayers Art Director Kim Cowles Editorial Graphic Designer Ty Betts Creative Strategist Josiah Kopp Contributors John Machacek, Ladyboss Lifestyle, Brandi Malarkey, Julia Hinker INTERACTIVE Business Development Manager Business Development Associate Videographer Director of Creative Strategies Graphic Designer Web Developer

Nick Schommer Kellen Feeney Tommy Uhlir Megan Suedbeck Ben Buchanan Austin Smith

ADVERTISING VP of Business Development Paul Hoefer Paul@SpotlightMediaFargo.com Sales Representative Al Anderson Al@SpotlightMediaFargo.com Sales & Marketing Advisor Tori Helland Tori@SpotlightMediaFargo.com Business Development Representative Austin Cuka AustinCuka@SpotlightMediaFargo.com Client Relations ClientRelations@SpotlightMediaFargo.com Client Relations Manager Jenny Johnson Marketing Coordinator Jessica Mullen Operations Assistant Miranda Knudson DISTRIBUTION Delivery John Stuber

Fargo INC! is published by Spotlight LLC, Copyright 2023 Fargo INC! & FargoInc.com. All rights reserved. No parts of this magazine may be reproduced or distributed without written permission of Fargo INC!, and Spotlight LLC, is not responsible for, and expressly disclaims all liability for, damages of any kind arising out of use, reference to or reliance on such information. Spotlight LLC, accepts no liability for the accuracy of statements made by the advertisers.

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Bison Illustrated is your number one source for all of the behind-the-scenes action inside the North Dakota State University Athletic Department. bisonillustrated.com facebook.com/bisonillustrated Twitter: @bisonmag Instagram: bisonillustrated

Trendsetters magazine is our newest publication which highlights influential and trendsetting, people, places, events and more!

Instagram: trendsettersmagazine Facebook: /TrendsettersMag

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Fargo Monthly is an award-winning publication dedicated to highlighting Fargo-Moorhead and what makes it a truly enjoyable place to live. fargomonthly.com facebook.com/fargomonthly Twitter: @fargomonthly Instagram: fargomonthly

You may already be familiar with our Faces of Fargo-Moorhead-West Fargo publication which we publish once per year in order to highlight the faces behind all of the great businesses in the community.

Future Farmer is our farming publication which brings great tech-focused content to readers across North Dakota and Minnesota. futurefarmermag.com facebook.com/FutureFarmerMag

Are you overwhelmed trying to plan for your big day? You're not alone. We've done our best to provide all types of local resources, expert guidance, de-stressing tips and everything in between. Your wedding day is one of the mos important days of your life. Hopefully, this issue will help you prepare for that day so it's all about you.

SPONSORED CONTENT

2024 BUSINESS PLANNING CONSIDERATIONS

HIGHER FOR LONGER: INTEREST RATE IMPACTS FOR BUSINESS PLANNING

he Federal Reserve raised rates faster in 2023 than it has in the past 40 years.

It is widely held that interest rates will remain at elevated rates through at least the first half of 2024 before the Fed begins slowly reducing rates, so long as the so-called soft landing is achieved. How should businesses prepare for this “higher for longer” interest rate scenario?

Businesses with loans should evaluate their terms and options for refinancing as they plan for 2024 to ensure they are prepared for potential increases.

If a loan from several years ago is coming due to refinancing, factor in higher payments than the business has budgeted for in the past.

Businesses should also consider how rising interest rates may impact their customers and workforce.

If the business relies upon consumers having extra spending money, a higher rate environment may call for reduced revenue forecasts. Higher mortgage rates may make it more challenging to recruit or relocate employees who would be looking to buy or

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sell a home. If employee recruitment or relocation is a critical aspect of the business plan, business owners may want to consider providing an incentive to subsidize increased mortgage costs.

Higher interest rates are not bad for all businesses.

Businesses that can increase revenues to offset higher interest costs by increasing prices or expanding their customer base may see minimal impacts to their bottom line. An elevated rate environment can also offer opportunities to maximize yields on balance sheet liquidity, so businesses in this position should ensure their deposit strategy takes advantage of available opportunities.

The past decade has provided an unusual stretch of steady, low interest rates, which may make it challenging for some businesses to adjust their planning to include the uncertainty of fluctuating rates. A skilled business banker can help strategize and find solutions to navigate times of change, keeping the business on track to achieve its longterm goals.

VISIT WITH AN ALERUS BUSINESS ADVISOR TO TALK ABOUT YOUR 2024 PLAN

BLAINE ANDERSON

BILL CARLSON

JALEN HAM

CAILEEN HEUERTZ

PATRICK JOYCE

COLE KENEY

Lead Business Advisor blaine.anderson@alerus.com 701.280.5119

Business Advisor caileen.heuertz@alerus.com 701.280.5103

Commercial Market Manager bill.carlson@alerus.com 701.360.2591

Senior Business Advisor patrick.joyce@alerus.com 701.280.5106

BRAD LOWEEN

Senior Business Advisor brad.loween@alerus.com 701.280.5061

Senior Business Advisor jalen.ham@alerus.com 701.280.5135

Senior Business Advisor cole.keney@alerus.com 701.280.5136

CARY PARKINSON

Senior Business Advisor cary.parkinson@alerus.com 701.280.5171

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SPONSORED CONTENT

SECURE ACT 2.0: RETIREMENT PLAN CHANGES IN 2024 SECURE Act 2.0, the comprehensive retirement plan reform package passed in late 2022, is designed to encourage more people to save for retirement by improving retirement plan regulations and lowering the cost for employers to provide retirement plans to employees. The package includes new provisions coming into effect in 2024, including: • New safe harbor plan options for employers without a current retirement plan • Permitting emergency savings accounts within plans • Enabling matching contributions for some student loan payments It’s important for businesses to know which provisions may impact their existing plan or enable them to add a plan or new features, which can also enhance employee recruitment and retention. Alerus is one of the top independent retirement and benefits providers in the nation, with extensive expertise in serving small and mid-size businesses.

Business retirement specialists can help navigate upcoming changes, serving as a partner to foster smooth administration and employee participation.

CONTACT AN ALERUS RETIREMENT SPECIALIST TO LEARN MORE

DOUG MELBY

Business Advisor, Retirement Specialist doug.melby@alerus.com 701.795.3395

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KORY SONDREAL

Senior Business Advisor, Retirement Specialist kory.sondreal@alerus.com 701.795.3271

BUILD AND PROTECT: SMARTLY MANAGING YOUR WEALTH FOR THE LONG TERM Alerus has been providing personal and business banking, wealth management, and retirement services since 1933. As a highly diversified, publicly traded community bank (Nasdaq: ALRS) with a long-tenured history, our clients rest easy knowing our business is sound, our expertise is extensive, and their deposits and financial futures are secure with us.

As fiduciaries, we have a vested interest in our clients’ success and take our role as financial partners seriously, with the resources to meet almost any financial need.

Our experienced wealth management financial advisors create comprehensive financial plans based on each person, family, and institution they serve. Investments are managed with long-term goals in mind. As fiduciaries, we offer faithful, objective execution of trust provisions, careful attention to detail, and skilled management of assets.

CONNECT WITH AN ALERUS FINANCIAL ADVISOR TO DISCUSS YOUR GOALS

PAM JOHNSON

Financial Advisor pam.johnson@alerus.com 701.280.5103

BRET KINZLER

Financial Advisor bret.kinzler@alerus.com 701.280.5025

TREVOR MATHEW

Financial Advisor trevor.mathew@alerus.com 701.280.5157

SANDY KORBEL

Senior Financial Advisor sandy.korbel@alerus.com 701.280.5082

SEAN SATHER

Senior Financial Advisor sean.sather@alerus.com 701.280.5089

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SPONSORED CONTENT

SPONSORED CONTENT

We're In This Together How Rahul Mahadevan's battle with cancer inspired a way to help other patients

By Josiah Kopp |

Josiah Kopp

ancer is something that affects the lives of so many loved ones around us. And while many people may find clinical support, one man discovered a critical issue while navigating his own cancer journey.

Meet Rahul Mahadevan, Founder and CEO of We're in This Together (WiTT). Rahul isn't just a healthcare professional with over 23 years of experience, he's also a cancer survivor and patient advocate. In 2021, while navigating his own journey with prostate cancer, Rahul recognized a major issue: patients were opting to delay or skip treatment due to insufficient non-clinical support.

This realization spurred Rahul to establish WiTT, a registry-based platform addressing the diverse non-clinical challenges—financial and non-financial—that patients encounter

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during treatment. The primary objective was to alleviate the burdensome "daily living" challenges, allowing patients to focus on what was important—their health.

Working with reputable healthcare providers like Sanford Hospital, Rahul's passion for technology, digital health, and oncology drove him to develop an innovative solution benefiting cancer patients and those dealing with chronic diseases.

WiTT, as envisioned by Rahul, makes it easy for patients to ask for the help they need by removing the "guilt" patients face, and makes those needs visible to those that want to help.

By doing these two things, patients can address the "activities of daily living" challenges they face, so they can focus on their treatment journey.

He identified key issues during this time, including hesitance to seek help to avoid burdening others,

constantly changing needs, making it challenging to articulate required assistance, difficulty in responding to well-intentioned offers of help that may not align with current needs, and witnessing the anxiety of fellow patients about receiving adequate support and maintaining their roles within their families.

WiTT aims to destigmatize asking for help and simplify the process for those wanting to assist their loved ones. The platform enables seamless requests for assistance, akin to creating digital post-its specifying needs. Others can see these requests and offer help, even sending money if needed. While initially focusing on cancer, the platform's scope extends to encompass all patients requiring support, irrespective of their diagnosis. WiTT's overarching goal is to extend a helping hand to less fortunate patients, providing essential financial and logistical support crucial to their individual journeys.

Jodi Satkunam, CPA

Dr. Shelby Terstriep

An Ecosystem of Care Meet the people that help make WiTT possible Both Jodi Satkunam, CPA and Dr. Shelby Terstriep are two integral pieces of the puzzle in helping make WiTT a possibility. Jodi is the Head of FinTech for WiTT leading the payments strategy for donations to be processed safely and securely. Additionally, she works closely with organizations to share WiTT with their patients to receive the support they need at no cost to them.

WiTT resonated strongly with Jodi when she first was introduced to the platform, having family members of her own who were going through their health challenges. "I'm passionate about WiTT because I've really seen the need for this, and WiTT allows people to feel comfortable asking for help when they need it," she said. "WiTT takes the stigma away of asking for help while also being a platform that evolves with people's needs because people's needs change as they progress through treatment."

Shelby is a Medical Oncologist at Sanford as well as the Medical Director of Survivorship. "There are so many added costs that go along with cancer treatment like travel, gas, co-pays, lost work," she said. "We call it financial toxicity and it's a huge problem—not only do we want to address chemo toxicity and radiation toxicity but also financial toxicity for our people."

Shelby has seen the added stress this causes people, which is why she was excited to partner with WiTT to help connect patients with the platform. "I agree with Jodi in that people's needs change over time, and WiTT is a great way for people to regularly ask for their needs in a very organized way— that's what I love about the platform," she said.

Additionally WiTT creates unique Social Determinants of Health (SDoH) data that helps healthcare organizations and medical professionals like Shelby, identify non-clinical risk factors in their patient population. This helps them create effective programs, partnerships, and services that address these risks so patients have the right support at the right time in their patient journey.

Did you know?

42% of people deplete their life savings in the first two years of cancer treatment and 25% declare bankruptcy or lose their home to foreclosure or eviction (The 2017 Cancer Experience Registry Report).

FARGOINC.COM

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SPONSORED CONTENT

Patient Testimonial with

Heather Klug Can you introduce yourself to the readers and walk us through your cancer journey?

I'm Heather Klug—originally from Grand Forks, ND. My husband, Bill, and I moved to Fargo about 18 years ago—prior to my cancer journey, I was an executive assistant. I was diagnosed with slow-growing cancer in 2010. I was working as an executive assistant when the cancer became aggressive about a year and a half ago. I needed to start adjusting what I did, because what I could do was very different than what I could do before. I love to travel so much—as much as finances, my health appointments, and my energy will allow.

In regards to the type of cancer I have, the first thing I want to do is clarify a common misconception—I have what is called Pancreatic neuroendocrine tumors (NETs), which is commonly confused with pancreatic cancer, which is a more aggressive type of cancer.

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For the last 13 years, I had NETs in my liver—more recently, I have NETs in my bones, lungs, lymph nodes, as well as one in my skull bone. I have the same type of cancer that Steve Jobs had and not to be confused with the type of pancreatic cancer that Patrick Swayze had. It's really quite rare. I've been getting treated at Sanford since I was diagnosed and am working with an amazing physician.

NETs are typically very slow-growing.

But they also can flip the switch and become more aggressive—and that's where I'm at right now.

What were your biggest nonclinical needs as you began seeking treatment?

I have a doctor at Mayo Clinic who is world-renowned for this type of cancer.

But that also means I travel back and forth to Mayo frequently—often every two months—and travel expenses can

really add up quickly. We have had one treatment that we've tried that was not covered by the insurance company, so we're going to have to pay for that ourselves. So there's the financial aspect of it. But something that WiTT was different from and really helped me with is that I could say, here are my financial impacts, here are the things that are on my mind, or that we're going to need. Whether it was helping me with household tasks that I was too tired to do myself or driving me to appointments when my husband Bill wasn't able to, WiTT allowed me to communicate my needs through its easy-to-use portal and connect me with people who can help meet my needs.

How significantly has WITT helped you receive the support you need?

WiTT has allowed me to tell others what I need monetarily, and otherwise, and even just that bigger scope. Being able to set up various categories of

assistance is amazing. One of the things I love, too, is it allowed me to think my way through what I really needed because I've never thought about that before.

What were the biggest needs that you had listed on your registry?

We're still trying to live our lives while this is going on. It's not just always about these doctor appointments—I would be disappointed if that's all that we can do in potentially the last couple of years that we have.

Of course, there were a lot of financial needs like co-pays, but one of the things that I had listed on my WiTT registry was my "bucket list travel." I've seen a lot more donations to this category than I ever expected.

WiTT is allowing me to have access and get feedback from people who I care about and who care about me. And it's actually bringing some connection—people have reached out offering to do things like mow my lawn. By having a list of needs out there and people being able to see and say, 'That's something I can do.'—we would have never had that connection. It's making the connection for us.

Why do you recommend WiTT to other patients?

The beauty of signing up for WiTT is that you can get your account verified through your doctor, so whether you're the patient or someone wanting to donate, there are no risks and everything is very secure. And I love the transparency of seeing exactly what your needs are and how easy, and it's completely FREE for me to use.

WiTT doesn't withhold a processing fee like other sites.

"FM Breast Friends is a non-profit that supports local women diagnosed with breast cancer. We were introduced to WiTT last spring and were impressed with the platform, especially the applicants' ability to identify their specific needs, both financially and in-kind. We are committed to continuing to support local women through our non-profit and are excited to see how WiTT evolves over the next year, enabling us to identify and reach even more women."

- Krystal Anderson, FM Breast Friends

Check WiTT out for yourself !

1. Create an Account Visit wittforever.com or scan the QR code to sign up.

2. Build your registry Ask for everything you need in your WiTT Support Registry.

3. Share your registry Invite your family and friends to support you!

Learn more at wittforever.com or 1-800-550-1678 FARGOINC.COM

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SPONSORED CONTENT

BY JENNY JOHNSON Season President of AAF-ND PROVIDED BY AAF-ND

4:01 NETWORKING EVENTS

ADVERTISING, AWARDS, & AWESOME EVENTS! ith the new season of the American Advertising Federation of North Dakota (AAF-ND) in full swing, we have several exciting, must-attend events on the horizon.

AAF-ND is 1 of 210 local affiliates of the American Advertising Federation and is a part of AAF’s District 8 which includes clubs from Minnesota, North Dakota, South Dakota, and Wisconsin. The club welcomes anyone in the community who has an interest in marketing and communications including students from local schools and universities. AAF-ND has supported local advertising and marketing professionals and students for the past 50 years.

Members receive free tickets to most events, access to the American Advertising Awards, and much more! Let’s take a look at what is coming up for the rest of the season.

SPEAKER SERIES

One of the benefits we offer to season sponsors is the opportunity to host a networking event for our members. We enjoy visiting these local businesses to show our support while creating opportunities for new relationships between our members.

January - Absolute Studios March - AdShark April 9 - Office Sign Company May 14 - End-Of-Year Party at Brewhalla (after May speaker)

TV TIME OUT

We are proud to bring professionals from all over the United States to educate our members on topics that can help them in their businesses. Here are some of the remaining events this season:

January 16 - John Pickerill, Fredrikson & Byron, P.A. March 12 - Claire Freeman & Allie Mounce, Pretty Useful Co

Join our group as we critique this year's biggest touchdowns and fumbles of the ads from Super Bowl XLVIII.

April - Meg Lewis, Owner, Meg Lewis Funhouse May - Martin Nance, CMO, Minnesota Vikings

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February 15 - Brewhalla

AMERICAN ADVERTISING AWARDS

2023 Silver Medal Award winner Ryan Fritz, CEO of Office Sign Company.

Call for Entries is now open to submit your work for the American Advertising Awards. You can submit up until January 20. The American Advertising Awards is the biggest night in the marketing, advertising, and communications industries.

Members get discounted tickets and discounted entry pricing.

February 23 - Avalon Events Center

MEET THE BOARD! (L to R, F to B) Lexi Hovland, Jenny Johnson, Sandie Keuhn, Kayla Hagen, Alex Kizima, Noah Ford-Dunker, Duncan Williamson, Tristan Pfaff, Luke Steinhouse, Nick Due, Tate Hovland and Austin Berg. Not pictured: Taylor Corbett

GOOD FOR NOTHING

OUR PROGRAMMING IS MADE POSSIBLE BY OUR VALUED SPONSORS Drekker/Brewhalla, Absolute Studios, AdShark, Office Sign Company, Onsharp, Spotlight, Folkways/Campus FM, Bobcat, Emerging Prairie, Enclave, Flint Group, KD Creative, and Knight Printing.

Our favorite 24-hour volunteer marketing event happening March 1 and 2. This event offers pro bono marketing assistance to local non-profits to help them achieve their missions with projects including photography, graphic design, web projects, and much more. If you are interested in volunteering please visit our website to learn more.

If your company is interested in exploring getting involved through a sponsorship or membership, reach out to our team.

Join AAF-ND

/aafnd @aafnorthdakota /company/aaf-nd @aafnd

FARGOINC.COM

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ASK THE EXPERT

How to Effectively Manage Supply Chain Risks igital transformation has brought many benefits to businesses like easier inventory management and order processing. However, it also makes organizations more vulnerable to cyberattacks and data breaches. A breach occurring anywhere in your supply chain could have severe repercussions for your business. So, how can you protect your business from these threats?

Deploying security solutions within your organization is a good start, but it isn’t enough.

Supply chains have grown vast and complex, making it nearly impossible to pinpoint failure points or completely eliminate risks.

It's time to stop thinking of cybersecurity and data protection as merely IT issues within your organization. It's a problem encompassing people, processes, and knowledge and awareness that affects your entire supply chain.

As a result, your preventive and corrective measures should consider risks throughout your supply chain.

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Make supply chain security a part of governance Addressing supply chain risks “as needed” only creates ambiguity and chaos. Instead, make it a part of your security activities and policies. This way, employees will know how to coordinate with third-party organizations and what kind of security activities are necessary.

Supply chain cybersecurity strategy best practices include: • Defining who is responsible for holding vendors and suppliers accountable • Creating a security checklist for vendor and supplier selection • Specifying how to evaluate and monitor suppliers’ cybersecurity practices and how often • Setting up a mechanism for measuring performance and progress

Take compliance seriously Organizations must comply with various regulations to avoid weak links in their supply chain. For example, the defense industry must comply with the Cybersecurity Maturity Model Certification (CMMC). There are many other compliance regulations, such as GDPR, HIPAA and PCI DSS, for different industries and focus areas.

Organizations typically must undergo detailed assessments, produce different reports and documentation, and implement best practices to prove and maintain compliance. By making compliance with these regulations mandatory for your vendors, you can ensure your organization meets all the requirements.

Complying with applicable regulations is crucial. It will not only improve your cybersecurity and data protection but also ensure that everyone on your team follows the same standards. These regulations are often updated, so it's necessary to keep up with the latest industry standards.

Deploy comprehensive and layered security systems It's nearly impossible to predict threats when you have multiple third-party vendors. There are too many possible attack routes.

That's why comprehensive, layered security is essential.

Layered security is a more holistic approach that protects each layer of your IT infrastructure with a different solution or method. So, even if one solution fails, you have others in place to fill the void.

Of course, layered security is only as good as the people who maintain it. That is why your employees must be trained and tested on a regular basis. They need to be able to identify potential threats and take appropriate action.

Adopt and enforce international IT and data security standards Because modern supply chains are so interconnected, you need to interact and collaborate with your vendors. This means vast amounts of data are exchanged, including sensitive customer information such as medical records, Personal Identifiable Information (PII), and financial data. Such data must be stored securely (with continuous monitoring and real-time alerting) and only have regulated access.

But how do you guarantee this? By adopting and enforcing international IT and data security standards such as GDPR and HIPAA. These standards ensure organizations keep track of the sensitive data they acquire, are able to produce thorough documentation when challenged, and have implemented adequate measures to secure data. Besides that, when selecting a software-as-a-service (SaaS) vendor, you should find out if they are SOC 2 or ISO27001 compliant. This indicates that the vendor is securing information as per industry standards.

The best way forward With supply chains becoming smarter and more interconnected, now is the time to identify and secure weak links in your supply chain. This requires a lot of dedicated time and effort, so don’t worry if you don’t have the time or resources to do this on your own. An IT service provider like NorthStar Technology Group can help.

We can help deploy layered security and secure your data while maintaining compliance with regulations. Contact us for more information. northstartechnologygroup.com /NorthStarTG

@northstartechno

866.337.9096 NorthStarTechno FARGOINC.COM

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INNOVATION, PERSEVERANCE, & SUCCESS THE BE MORE COLORFUL STORY

BY BRADY DRAKE

|

PROVIDED BY MATT AND KATIE CHAUSSEE

magine a life with steady-paying jobs, a comfortable house, and a lake place—the epitome of the American dream. Now, envision taking a leap into the unknown, giving up these securities for a vision fueled by innovation and passion. This was the path chosen by Matt and Katie Chaussee, the founders of Be More Colorful. Their journey is a tale of courage, resilience, and unwavering commitment, marked by facing uncertainties, financial struggles, and the need to continually pivot, all while raising two young children.

With the creation of Be More Colorful, they ventured into the uncharted territory of immersive virtual reality and interactive virtual tours. From their initial focus on real estate to the development of the CareerViewXR platform, a solution designed to revolutionize career exploration for students and job seekers, Be More Colorful has become a significant player in the educational technology landscape, garnering national attention and awards.

In this article, we will take a look at their journey, from the beginning to their recent recognition as a semifinalist for the prestigious Yass Prize.

WHAT IS THE YASS PRIZE? The Yass Prize, established in 2021, is a prestigious award that recognizes and rewards innovative and transformative approaches to education that are sustainable, transformational, outstanding, and permissionless. The prize is designed to highlight and honor organizations and individuals who push the boundaries of educational methods and technologies, aiming to create a brighter, more inclusive future for students. The Yass Prize is known for its rigorous selection process, which places applicants on a path to compete for a $1 million award.

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BEFORE BE MORE COLORFUL 2001 - MEETING Matt and Katie originally met while attending North Dakota State University as undergraduates. Both were sophomores taking an intro to public speaking course.

"We had both been putting it off because we hated public speaking," Katie said. "I remember coming into the class and I had to choose my seat. I saw this cute girl sitting by the window and I decided that's where I wanted to be," Matt said.

From there, Matt and Katie developed a strong friendship, but despite Matt's best efforts, a romantic relationship wasn't in the cards at the time. Or as Matt summarized, “Yeah, I got friend-zoned."

2008 - RECONNECTING The two went their separate ways before reconnecting on Facebook years later in 2008.

"We picked up right where we left off," Matt said. "We got along great and had a lot of similar interests. Eventually, things did turn into something more. We had both really matured and it's probably good that we waited. If she had said yes seven years earlier, who knows if it would have worked out."

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2011-2015 THE AMERICAN DREAM Matt and Katie married in 2011 and began building their lives together. Their first child, Evan, was born in 2013 and their second child, Vivian, was born in 2015.

During those years, Matt and Katie both held various professional positions—Matt spent time as a Programmer/Analyst and as a Technical Services Manager for NDSU and Katie worked as a Service Area Assistant for Sanford Health and as a Job Coach at Community Living Services, where she supervised a crew of housekeepers. Together, they did well enough to buy a three-bedroom, two-stall garage home and a lake place. They were essentially living the American dream.

2016 KATIE'S BACK INJURY "I got home from a job coaching shift at the hotel and remember saying to Matt, 'My back hurts, I don't know if I can keep doing this'" Katie said.

Eventually, that back pain became debilitating. Chiropractic appointments didn't work. Injections didn't work. Nothing worked.

So, Katie had surgery to remove a large portion of a herniated disc that was compressing on her spinal cord, which included a restrictive 6-8 week recovery process. However, in that cloud, Be More Colorful was born.

CONTINUED

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BE MORE COLORFUL IS BORN SPRING 2016 SCROLLING ON THE COUCH As Katie was recovering from surgery, she was faced with the daunting question of what to do next. She didn't want to go back to the lifting, and stooping, and bending that caused her to have issues in the first place. It also just so happened that the couple was looking for a new home to move into at the time.

"I was lying on the couch after my back surgery, scrolling the internet for home listings," Katie said. "I would look through a ton of photos of a property and still not have a mental picture of its layout and feel. Due to the extensive effort it took to travel, I wanted to rule out the homes I was not interested in seeing in person, which was hard to do with the available information online. I have always wanted my own business.

I asked Matt years ago that if I decided to start a business, would he help me run it. He'd agreed.

This seemed like a fun and useful technology, and our skill sets complemented each other really well. We had the skills and knowledge to get started with a virtual tour business.”

"Starting a business was not really even on my radar, but it seemed like a great idea, and I really thought, 'I've got my MBA, how hard could it be?'"

Matt said.

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Photo by Hillary Ehlen

2016 - RESEARCH "Katie has a tendency to downplay her role, but she has been really instrumental in all of this," Matt said. "She researched probably 15 different platforms and camera systems before she presented what she thought the best option was. It was going to cost us $5,000 to get a nice high-end DSLR camera with all of the accessories and to set up the website we needed—we had about $7,000 in savings at that time. I was hesitant at first but she really pushed and convinced me that we could do something with this."

AUGUST 2016 FAILURE ON LAUNCH In August 2016, Be More Colorful emerged as a real estate and virtual tour provider for the FM area and surrounding communities.

"We thought it was going to just take off, and it did not," Katie said. Matt added, "We had a really hard time getting clients. What we were finding was real estate agents were solving the problem of selling homes with open houses and regular listings; there wasn't a demand. And we were trying to apply a feature set, and a relatively new one at that, to a market that wasn't asking for it at the time. That was a big problem; we didn't understand the whole idea of being focused on solving an identified problem first.

We were so excited about the technology that we thought it would just sell itself and that didn't happen."

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PIVOTS LATE 2016 THE PUMPKIN PATCH Just a few months in, the Chaussees realized they were going to need to offer more than just real estate listings.

"We didn't know exactly what we were going to do but we realized we had to call somebody and offer to create a tour so we could show our capabilities because we had just been practicing at that point," Matt said. "It was fall and I thought a pumpkin patch might be a fun thing. So, I called up Mike Halvorson who owns Buffalo River Pumpkin Patch and offered to create a 360-degree photo tour. He gave us a shot."

That tour, which still lives on the Buffalo River Pumpkin Patch website includes over a dozen scenes from the location that highlights that they do more than just sell pumpkins—this was Halvorson's biggest challenge in marketing the pumpkin patch.

"We were super excited because they offered us free admission and free pumpkins," Katie said. "It was the first time anyone really exchanged anything of value for our services. That kind of sealed the deal to move away from the real estate model."

2017 - GOING ALL IN

Matt and Katie first apartment after selling their home.

In March of 2017, Katie spoke at a 1 Million Cups event in Fargo.

They invited Halvorson to attend. After she finished speaking, Halvorson stood up and made an unplanned announcement that the Be More Colorful tour had helped them increase their gate admissions by 30% that year.

Armed with validation of their idea, the Chaussees decided to go all in. Matt quit his job. They sold their home, their lake place, one of their cars, and most of their belongings and ended up moving themselves, their two dogs, and their two children into a twobedroom apartment.

"There were a couple of reasons we made that move," Matt said.

"One was for financial reasons. We wanted to make sure we were able to sustain all of this and having a house and a lake place was just too much. The other reason was just bandwidth. We really wanted to make this business work. But if we tried to do everything else, we would need to make some sacrifices and give some things up and we didn't want to make sacrifices with our family. So, we sacrificed material things."

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"It was fun at the start," Matt said. "We had a couple of projects coming in and we had the equity from the home and the lake place that we sold that we were able to live off of. We were thinking, 'This is going to start picking up really quickly.' And then it didn't. And then it still didn't. And then we used up the equity that was in our home and in the lake place. And then we started using credit cards."

In order to help the slide they were experiencing, Matt and Katie moved into a cheaper apartment and started working parttime jobs—Matt drove Uber and Lyft most weekends and Katie worked at a company that stocked and shipped paracord.

2017-2018 - TOURISM While working second jobs and trying to make their way, the Chaussees started "throwing everything at the wall."

They tried more tourism-style content, downtown photos, weddings, and printmaking. They even worked on a pretty odd project.

The Stanley R. Mickelsen Safeguard Complex

"We got a random email from Shannon Duerr who is the Executive Director of the Cavalier County Job Development Authority," Matt said. "She said, 'Hey, I've got this really cool old abandoned military base that I'd love to have a virtual tour created for.' What’s really awesome is she has continued to be one of our biggest supporters.”

It turned out it was for the Stanley R. Mickelsen Safe-Guard Complex, also known as the "Pyramid on the Prairie," a United States military facility that was briefly operational in 1975 and was built to house and control a network of anti-ballistic missiles designed for Cold War-era missile defense. The complex featured over 100 missile silos for the LIM-49 Spartan and Sprint missiles.

"This thing is massive," Matt said. "There is like 200,000 sqaure-feet of reinforced underground bunker. It has a field of dozens of missile silos."

The tour of the Stanly R. Mickelson Safeguard Complex is still one of Be More Colorful's most viewed projects.

DID YOU KNOW? Although $6 billion was spent to construct the Stanly R. Mickelson Safeguard Complex, roughly $35.46 billion today, the facility was only operating for six months and was only fully operational for one day before being shut down.

"The whole purpose of us creating the virtual tour was to help alleviate some of the burden of the calls they were getting from people wanting to visit the facility in person,” Matt said.

“It actually had the opposite effect and calls spiked to about three times the amount after we posted the tour. It was actually so popular that it slowed down all of the tours we had on our website."

The Chausses dove head first into tourism work and through 2018, it was their most active area of work.

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CAREER AWARENESS APRIL 2019 WORKFORCE PIVOT After the Stanley R. Mickelsen tour, the couple started to have success in the travel and tourism realm. However, another pivot was coming.

The pivot happened when they were at a travel and tourism conference. While at the conference, they ran into Michelle Kommer, who was the Director of the North Dakota Department of Commerce at the time.

Be More Colorful's workforce pivot would eventually lead them to create multiple projects with General Equipment & Supplies.

"I was nervous because I had never really approached a ‘high-ranking government official’ out of the blue like I did that day," Matt said.

"But I did. I knew as the Commerce Commissioner, Kommer and her team were working on the workforce shortage in North Dakota. So, I approached her and asked her to come take a look at one of the tours we had created. I put the Medora tour we had created onto the VR headset and she was blown away. So, I asked her what she thought about using the technology to create awareness about some of the in-demand jobs in the state. She thought it was a great idea."

JUNE 2019 THE WORKFORCE DEVELOPMENT COUNCIL MEETING Through Kommer, Be More Colorful was invited to meet with the Workforce Development Council, a council comprised of both private and public sector experts and businesspeople that was established in 2017 to strategically advise on workforce development and coordinate initiatives to align the state's labor market with its economic needs, under the framework of the Workforce Innovation and Opportunity Act.

The Chaussees want to make the world and the workforce a better place for their two young children.

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"By that time, we had transitioned from doing 360° photos to doing 360° video," Matt said. "I brought a headset with me and a few clips we had created for the meeting and the council members were able to give it a try. The response was very positive and both Don Shilling, from General Equipment & Supplies, and Jason Ehlert, from the North Dakota Building Trades Unions approached us and told us that they needed this. They could not bring students on site because of safety restrictions."

2019 - THE BIRTH OF CAREERVIEWXR After the meeting with the Workforce Development Council, the Chaussees followed up with the North Dakota Department of Career and Technical Education (NDCTE) and the North Dakota Department of Public Instruction (NDDPI). Both institutions were excited about the concept and asked them to make videos for educational experiences.

"That's where we really started to develop the concept for CareerViewXR," Matt said. "But we didn't really know where to go. So, we applied for the Innovate ND grant program. We were accepted and began the process of creating VR videos to meet students and teachers where they were at."

Students trying out CareerViewXR

WHAT IS CAREERVIEWXR? CareerViewXR is a career exploration platform that uses 360-degree imagery captured in the real world to help students explore different careers through immersive field trips and job shadows.

It helps increase student awareness of available careers by bringing the job site into the classroom.

WHAT IS THE INNOVATE ND PROGRAM? The Innovate ND program is a competitive voucher reimbursement program to help North Dakota entrepreneurs further their business by supporting customer and market research.

As part of the Innovate ND program, the Chaussees had to validate their product with potential users.

As part of that process, they met with a number of educators throughout the state and pitched them on their idea that they would provide a classroom with a VR headset containing preloaded videos that educated users on what it was like to work in a trade job for a day. After the classroom was done using the headsets, the school would then ship the headsets to the next school that would use them. After unveiling their plan, the Chaussees got some harsh feedback.

A counselor visited their booth and said, "I would never use those headsets. They would sit in the back of my office collecting dust until I had to mail it on to the next teacher and I'd be frustrated that you made me do that."

"That hurt," Matt said. "But it was great feedback.

Giving someone false hope just because you want to be nice about their product is not doing them a favor. That was actually one of the most constructive pieces of feedback that we'd received. We realized we needed to meet teachers and students where they were at and that we couldn't neglect all of the devices that were already there. This was before the pandemic and there were a lot of schools that still had shared devices because all instruction was being done in the classroom. So, we pivoted and started making web based tours that could be used in computer labs.”

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FEBRUARY 2020 THE BALL STARTS ROLLING In February of 2020, the Chaussees moved their family again into another apartment, but they also started to move the ball forward with CareerViewXR.

APRIL 2020 THE PANDEMIC And then the pandemic hit.

"We were really excited because we had these awesome projects with the schools as well as projects with General Equipment & Supplies and the North Dakota Building Trades Union," Matt said.

"And then, we were really scared when COVID hit. We had multiple big projects lined up that were cancelled because nobody was letting anyone in from outside of their organization. Thankfully, the Small Business Development Center was very helpful in providing assistance and resources for us to apply for PPP loans."

Then, a door opened up.

Matt stands with Jason Ehlert, President of the North Dakota Building Trades Union, on top of the Block 9 tower in downtown Fargo during its construction—definitely a place you don't want to bring students.

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Campuses across the area were unable to bring potential students in for in-person tours. The Greater Fargo Moorhead Economic Development Corporation wasn't able to bring in prospective new residents. Employers around the region had to stop doing in-person recruiting events. And Be More Colorful had a solution available that aligned with those needs.

"Because of the pandemic, everyone now understood the value of being able to catch a glimpse of a place before you decide to go there in person," Katie said. “The clients who came through hiring us for projects, both during and shortly after the pandemic, kept us going through an incredibly scary time.”

FALL 2020 GRANT APPROVAL! As part of the process Innovate ND process, Be More Colorful worked with both Devils Lake High School and Williston High School, which both submitted and were awarded Perkins V Innovation Grant funding that they used to contract with Be More Colorful to create career exploration videos.

SPRING 2021 FIRST HIRES In the spring of 2021, Be More Colorful hired their first interns. By the end of the year, they had grown to a team of six employees!

SPRING-SUMMER 2021 FILMING BEGINS Matt, Katie, and their team started busily working to build out their CareerViewXR library and filmed their first 12 experiences during this time.

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JULY 2021 - HOME The Chaussees moved back into a home in July of 2021. “This was a huge win for us,” Matt said.

Katie added, "It was awesome to finally accomplish the initial goal I started 5 years earlier of finding a new house. We got a little distracted."

FALL 2021 LAUNCHING CAREERVIEWXR Now a nationally competitive product, CareerViewXR was first rolled out in the Fall of 2021.

FALL 2021 LIFT LOAN DENIAL Matt and Katie first applied for a LIFT Loan for $1.225 million in the Fall of 2021. Their initial application was denied.

ABOUT LIFT LOANS The Legacy Investment for Technology Loan Fund (LIFT) in North Dakota is an innovative loan fund designed to support technology advancement. It achieves this by providing financing for the commercialization of intellectual property within the state. This fund is particularly geared towards industries involved in advanced computing, data management, and agriculture technology​. The loans must be repaid and are not a gift from the state.

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ABOUT THE NORTH DAKOTA DEVELOPMENT FUND The North Dakota Development Fund (NDDF) offers "flexible gap financing" through loans and equity investments that are not typically available from conventional lenders, aimed at fostering economic development. Established in 1991, the NDDF provides various financial options to support the growth of primary sector businesses in the state. These options include direct loans, participation loans, subordinated debt, and equity investments, with a funding capacity of up to $3 million. Targeted at companies certified as primary sector businesses, the NDDF's funding can be used for various purposes such as working capital, equipment, or real estate, offering up to $1 million at interest rates lower than the market average. In addition to supporting primary sector businesses, the NDDF also manages the Child Care Loan Program, which was initiated by the North Dakota Legislature in 2009.

MARCH 2022 RECEIVING THE LIFT LOAN "We knew we needed to create a library of content to really get things where we needed to so we applied for a LIFT loan through the Bank of North Dakota," Matt said. "We initially asked for $1.225 million. That application was denied. We corrected a few areas and resubmitted. We were eventually awarded a $500,000 loan. " "After our initial denial, we knew we need to pull out all the stops. We wrote a business plan and proposal that read like a Fargo INC! magazine," Katie said. "It worked!"

OCTOBER 2022 - RECEIVING THE NORTH DAKOTA DEVELOPMENT FUND LOAN To cover their remaining ask, Matt and Katie applied for a $725,000 loan from the North Dakota Development Fund.

"We were accepted, but they wanted to release the money in stages with stipulations attached for each of the stages," Matt said. "First, we had to produce 20 new experiences to get the first $300,000. Then, we had to create 20 more experiences to get the next $300,000. Then, we had to integrate with a career information system to get the remaining $125,000."

"Initially, we were thinking that it'd be really nice to have all of the cash right up front so we could start making all of the hires we needed to,” Matt said. “But, in hindsight, it was really brilliant because it motivated us to get really lean and do as much as we could with the resources that we had. We needed to do a lot of hiring during this time, and the development fund dollars were huge for growing our team."

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JANUARY-APRIL 2023 HOUSE BILL 1232 This spring, House Bill 1232 was presented to the North Dakota legislature. The purpose of the proposed bill was to provide financial support for the ND Department of Career and Technical Education to purchase virtual reality career exploration software.

"When the bill went to the floor, I had the opportunity, for the first time, to get in front of a legislative body and pitch our concept for workforce development," Matt said. "I really didn't know what to expect. But, we were pleasantly surprised when legislators from across the state immediately understood the importance of what we were working to do and the value that it could deliver to schools, employers, industries, and the state. We got a lot of support. The bill ended up passing both chambers."

"Between the legislators, the private companies, industry partners and groups like the GFMEDC, Job Service ND, and NDCTE, we feel like we have the support of the whole state," Katie said.

SUMMER 2023 - REGIONAL AND STATEWIDE IMPACT The passing of HB 1232 provided NDCTE with funding to implement virtual reality career exploration for schools across the state. The CareerViewXR platform and its growing library of North Dakota VR experiences was selected as the solution to be deployed, and as of this fall, every North Dakota middle school and high school student (approximately 60,000 students) has access to the full content library through the state’s RUReady.ND.gov workforce platform. Be More Colorful has worked to rapidly onboard schools through a series of in-person and virtual training events, even hiring a full-time employee to manage the need for schools. “We built this platform from the ground up, working with schools from the start,” Katie said.

“The rapid adoption of the platform and the excitement teachers and students share about CareerViewXR shows how important it is to be boots on the ground working with schools to create what is important to them," Matt said. "And now, other states are starting to take notice as well."

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SEPTEMBER-OCTOBER 2023 THE YASS PRIZE QUARTERFINALS Be More Colorful's CareerViewXR platform received further validation this year when they were selected as 1 of 64 quarterfinalists out of 2,000 applicants for the 2023 Yass Prize, a $1 million prize awarded once per year, given to a company helping push innovative approaches to education.

As part of their attempt to make it to the semifinals, Be More Colorful was tasked with drumming up as much publicity as possible. The local Fargo community rose to the challenge and Be More Colorful and the CareerViewXR platform advanced to the Yass Prize Semifinals.

OCTOBER-NOVEMBER 2023 NATIONWIDE EXPANSION Earlier this year, Be More Colorful was accepted in the State Educational Technology Directors Association (SETDA) emerging partners cohort. Out of the 40 applicants, only 5 were selected.

Participants in the cohort are introduced to state technology leaders from around the country, a critical component in CareerViewXR’s expansion. The company is already beginning to mirror the success seen in North Dakota in other states as well. They recently announced that the CareerViewXR platform is part of a statewide workforce initiative in the Commonwealth of Kentucky, where over 5,400 virtual reality headsets are being deployed to help students with work and career readiness. Through their involvement at the SETDA Leadership Summit this year in Washington D.C., Be More Colorful has also started conversations in 10 other states about expanding use of the CareerViewXR content library.

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Photo courtesy of The Yass Prize.

NOVEMBER-DECEMBER 2023 - THE YASS PRIZE SEMIFINALS As semifinalists, Matt and Katie recently completed a 4-week business accelerator program.

"Thousands of schools and organizations applied and only a handful have the privilege of going through it," Matt said. "The purpose of the accelerator is to help us build relationships with schools and innovators across the country, ensuring that our products and services are going to have the biggest possible impact for students.” The company will find out at an awards Gala held in New York City on December 13 whether they are either one of eight finalists who will receive $500K or the winner of the $1M Yass Prize.

THE FUTURE "The journey has been so incredible," Matt said. "We are so excited and honored to be the co-founders of a company that's able to work with others, make connections, and help solve this big workforce problem. We just see this as providing so much opportunity for so many people, students, and industries. To be bringing this workforce solution, developed here in Fargo, ND, to help students at our local schools, across the state, and throughout the country, is nothing short of remarkable. We are so grateful to have received the support of this community, our schools, state agencies, and employer partners.” Katie added, “Keep a close eye on what we’re up to because the work we’re doing is just getting started.”

The story of a once-upon-a-time “Mom and Pop VR Shop” that has transformed into a nationally recognized EdTech startup is an incredible journey of sacrifice and determination, aided by the strong relationships built with their clients and supporters in Fargo and beyond. And if you are just reading about them for the first time, this is the sort of perseverance and sacrifice it takes to build a seven-year “overnight success.”

BEMORECOLORFUL.COM

CAREERVIEWXR.COM

/BEMORECOLORFUL

/CAREERVIEWXR

@BEMORECOLORFUL

@CAREERVIEWXR

@BEMORECOLORFUL @BEMORECOLORFUL

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DEAR FARGO-MOORHEAD COMMUNITY, Its hard to believe that our once upon a time “mom and pop VR shop” is now being recognized at a national level, positioned to help millions of students and adult job seekers discover their future career paths. You need to know that our journey was made possible because of you. The services you provided us, your words of support and encouragement, and most importantly, your commitment to us as our clients and advocates for our mission laid the foundation for the work we are doing today.

If we had to go through it on our own, we would not have survived. Entrepreneurship requires determination, but also a healthy dose of blind faith, that no matter what happens, there is a way forward. For us, and for so many entrepreneurs, that blind faith lies in the hands of the community supporting them. It’s important for you to understand this, because for every story like ours, there are hundreds, if not thousands of entrepreneurs and small business owners who have made

these same sacrifices and face similar challenges.

Throughout the course of all of this, we’ve learned that:

• Starting a business is hard.

• Sticking with it is harder.

• Failure creates opportunity.

• Growing is a massive challenge.

• Success is a moving target.

• The problem you solve is more important than your great idea.

• Realizing these outcomes without the

support of a community is impossible.

To our fellow early-stage entrepreneurs and small business owners: identify the problem you solve, stay focused and determined, but ensure you are responsive to feedback. The best decision we ever made was scrapping our initial “great idea.”

To our community: please continue supporting entrepreneurs and small

business owners. Get to know them and provide feedback, remembering that being helpful means being truthful. If you wouldn’t buy their product, tell them. Then describe the problem you need solved.

You might be amazed at the solutions that emerge. Most importantly, if you really believe in their business, buy their products and services!

As for us, we will continue on this journey, full speed ahead. Our work to positively impact education and workforce outcomes for our community, region, state, and country is just getting started. We have you to thank for that.

Colorfully Yours,

Katie and Matt Chaussee Owners/Co-Founders CareerViewXR (by Be More Colorful)

With our sincerest appreciation to the following individuals who helped chart a course for the organization we aspire to be:

• Don Shilling and Ann Pollert – General Equipment & Supplies • Jason Ehlert – North Dakota Building Trades Unions • ND Rep. Mike Nathe (R-Bismarck) • Kurt McSparron – The 100, Inc. • Dr. Cory Steiner – Northern Cass Schools • Dr. Denise Jonas – Fargo Public Schools • Joe Braun – Prime Numbers

• Tom Kading – Fargo Patent &

Business Law • Lonna Whiting - Lonna.co • Travis Richter – Off the Richter Design • Patrick Metzger – Greenhouse • Joe Raso – GFMEDC • Patrick Mineer – Golden Path Solutions • Taya Spelhaug – Microsoft • Wayde Sick – NDCTE • Paul Smith – NDSBDC

• Patrick Kirby – Do Good Better Consulting

• Michelle Kommer – High Road Partners

• Don Berg • All of our employees, family, friends,

colleagues, and others too numerous to mention who continue to support us on our journey.

With special thanks to the following organizations who have helped us through their services and by demonstrating time and time again they are true champions of small business, education, and workforce:

• Abovo • Cornerstone Bank • Emerging Prairie • Flag Family • Forum Communications • Greater North Dakota Chamber • KFGO • Members of ND’s 68th Legislative

Assembly • Moorhead Business Association • ND Council of Educational Leaders

• ND Department of Commerce • ND Job Service • ND Office of the Governor • ND School Board Association • ND Small Organized Schools • ND Workforce Development Council • NDSU • NDSU Research and Technology Park • NDSCS • OnSharp • Prairie Business Magazine

WE APPRECIATE YOU!

• RUReady.ND.gov • Small Business Development Centers • Spotlight Media • Valley News Live • Vision Bank • WDAY • All other amazing vendors, clients,

and organizations who took the time to open doors, partnered with us, and encouraged us along the way.

David Scott stands with his daughter Stephanie. Not pictured is his daughter Ashlynn, who is the general manager of the franchise.

David Scott's Story of Entrepreneurship, Family, and Lessons Learned Through His Cancer Diagnosis

By Brady Drake |

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by Geneva Nodland

n a world where the hustle of entrepreneurship often intertwines with personal journeys, David Scott's recent journey in taking over the local Nautical Bowls franchise with his two daughters while simultaneously dealing with a recent cancer diagnosis stands as a compelling testament to resilience and transformation.

The Introduction to Nautical Bowls Scott was first introduced to Nautical Bowls, perhaps unsurprisingly, due to one of his many entrepreneurial pursuits, an IT consulting firm he owns that is based out of the Minneapolis area.

sometimes because, at the end of the day, they're still employees and partners. We've had a few rough, tough conversations, but you don't learn anything by just being comfortable—you learn things through adversity, trials, and conflicts. I want to leave a legacy with this business and I want to do it with my daughters.

"When the pandemic hit, one of the only cool, healthy places that was open for snacks in the cities was Nautical Bowls," Scott said. "It was about 5 or 10 minutes down the road from me and I would go there on Sunday or Monday nights when I'd get into Plymouth from Fargo. They had signs up that said they were franchising soon and I thought it would be a good deal."

Scott and another investor, who he recently took over full ownership from, opened the West Fargo location in May of 2022.

"I love the mission and vision," Scott said. "I love the fact that the CEO, Peter Taunton, was the founder and originator of the Snap Fitness franchises. Plus, the product speaks for itself. The bowls are amazing."

Taking Over the Business and Working With Family In fully taking over ownership of the business, Scott entered one of his most unique chapters of entrepreneurship, coowning a business with his 19 and 22-year-old daughters, Stephanie and Ashlynn.

"They are really amazing, smart kids," Scott said. "Stephanie, my oldest daughter, runs the day-to-day operations in the store. Ashlynn, my youngest, is our general manager. She deals with bills, banking stuff, finance stuff, and handles the collaborations we do with regular local businesses, gyms, hot yoga studios, and CrossFit studios."

"Teaching them and working with them has been good," Scott said. "It's not a perfect experience. Running a family business is hard. There are dynamics that you have to think about. In a family business, you can say things that you can't to other employees, and that can get you in trouble

About David Scott David Scott, a member of the Fargo community since 2016, has been involved in almost every nook and cranny of the professional landscape during his over 26-year career. He has worked retail as an employee; he has been a sales manager and a sales and marketing manager; he has been a chief marketing officer; he has been a consultant many times over; and he is an entrepreneur that has owned multiple sales and marketing companies, including his current venture Scott Growth Strategies, which has been successfully providing outsourced marketing for high-growth B2B brands since 2017. He is also co-owner of Nautical Bowls in West Fargo.

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The Diagnosis In December of 2022, Scott was driving home from Minneapolis when he felt a lump on his throat. He was also losing his voice.

"I was talking a lot at that time and I was thinking, 'I'll just rub it and it'll get better,'" Scott said. "Which is ridiculous. I didn't look into it until about a few months later. I eventually got the diagnosis that I have a cancerous mass on my thyroid. I was sad. I cried for a whole bunch of days after the diagnosis. Then, I went through the stages of grief. At the end of that, I decide I was going to make some changes. I decided to start doing things for myself and fighting for things for myself."

According to Scott, those changes included cutting out some relationships, reconciling others, going to rehab for alcohol, and focusing more on family.

"I'm going to keep the pedal to the floorboard as long as I can," Scott said. "I want to be the best version of myself for as along as I can. I feel really good and really healthy. I'm 45 years old, about 160 lbs and I take good care of myself—I eat clean and I don't use drugs or alcohol anymore. My focus is on living clean and lean for as long as I can whether I have 30 years left on this earth or 2 weeks."

Currently, Scott is going back and forth from the Mayo Clinic in Rochester, MN, where they are conducting further tests to determine if the cancer has spread or not. If it has not, surgical removal of the mass is a likely option. If it has spread, other options will be explored.

About Nautical Bowls Nautical Bowls, a vibrant and health-focused eatery, has carved a niche for itself in the fast-paced world of culinary startups. Born out of a passion for nourishing, wholesome foods, this Minneapolisbased establishment offers an array of acai bowls that are not only visually appealing but packed with nutritional benefits. Each bowl contains a blend of fresh fruits, superfoods, and organic ingredients, meticulously crafted to cater to the healthconscious consumer.

Pictured here, the "Paddle Bowl" contains blue majik, mango, coconut flakes, granola, strawberries, and honey.

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Lessons Learned Humans are victims of patterns. We often find ourself repeating the same actions day after day, month after month, year after year, unless something knocks us off course. Some of these disturbances can be gentle nudges that allow us to make small changes at a time. Other interventions, like a cancer diagnoses, can allow people the opportunity to have greater clarity and mobility in examining their lives and the changes they would like to make— Scott is an example of this and he has learned some important lessons over the course of 2023.

What you consume matters.

"I checked myself into rehab in August of 2022 after my diagnosis. What you consume with your eyes, the media you put in front of yourself matters. What you put in your body physically matters. Alcohol is terrible for you and I feel bad for people who have addiction struggles. The struggles with alcohol, prescription medication, and illicit drugs are real.

If we're not living healthy and being the best version of ourselves and putting good things in our bodies, we're just going to struggle with sicknesses. We are going to struggle with mental sicknesses, emotional sicknesses, and physical sicknesses our whole lives."

How you communicate matters.

"I grew up with all boys and I have two daughters. You can't talk to women the same way that you would talk to boys and that's not bad at all. My daughters have really challenged me to change how I communicate. They really challenged me to think about how I communicate with them. It's really important. There is a lot of opportunity to listen and learn from women in the workplace. As a society, men don't do a very good job at this. I work with mostly women, including my daughters, and this dynamic has taught me a lot about communicating with empathy and compassion. All of my team members at my consulting firm are women and that's not by design, rather happenstance. They hold me accountable and show me the importance of how to allow healthy communication and expressing emotions in the workplace."

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Your needs matter.

"This last year has been interesting because, prior to it, I feel like I ignored a lot of my own needs. I've lived a lot of my life with a really generous heart and I've given and given and given to people I shouldn't have. I have been taken advantage of a bunch of times financially and it has felt really yucky and gross. I allowed a lot of relationships that I shouldn't have, which I think a lot of people do because they struggle with things like people pleasing, or there are toxic traits or toxic behaviors in the relationship. After my diagnosis I realized I wanted to start fighting for myself and becoming the best version of myself. I cut out a lot of things and drew big boundaries and just started focusing on the things that bring me contentment and satisfaction. Those things are working with my daughters and spending time with my dad, who's 76 years old. I'm spending time with my mom who's newly widowed, she's 75. It has been really good to reconnect with family and friends."

Scott’s journey with Nautical Bowls transcends the boundaries of business, touching upon life's deeper chords of family, health, and self-realization. His story is a powerful reminder of the unpredictable nature of life and the strength that can be found in adversity. As he continues to navigate his business and personal challenges, Scott's experience serves as an inspiring example of how one can turn obstacles into opportunities for growth, reflection, and a renewed appreciation for the simpler yet most significant aspects of life.

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A Look Inside

MAGNUM ELECTRIC'S REBRAND

WHY REBRAND? While the stale branding was a major factor in the change, there were other reasons.

• Magnum Electric was commonly being confused with Magnum trucking, who has a similar logo.

• The company also never had a full-time marketer on staff causing inconsistency with brand identity and execution.

• Magnum Electric is growing and new buildings means new signage!

• Most people are unaware Magnum Electric handles projects nationwide with locations all over the United States.

By Brady Drake

a world where distinctiveness is increasingly celebrated, understanding and embracing your brand identity has never been more crucial. But what if, upon examination, things feel in need of a change? That is when it is time for a rebrand!

For Magnum Electric Inc., headquartered in West Fargo, the time for a rebrand came earlier this year when the company changed its logo and branding for the first time since its inception in 1989. Heading the job was Marketing Manager Shaniah Kaiser who was hired for the rebrand and to establish consistent marketing.

"Before this, I did marketing and graphic design at Rocking Horse Farm and its sister marketing firm The Promersberger Company, where I gained most of my experience in branding," Kaiser said. "I was nervous about spearheading such a big task, but excited for the opportunity. I feel like every graphic designer's dream is to have the creative freedom to take on a big project like this."

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THE PROCESS Just two months into Kaiser's role with Magnum Electric, the rebranding began. Overall, the process took just over a year.

BRANDING STRATEGY Before getting into the design, Kaiser felt it was important to get everyone on the same page. She started the rebranding process by meeting with key people at the company to establish what Magnum Electric is and where it’s going. To do this, she utilized worksheets to define their Brand Strategy which includes Brand Core (Purpose, Vision, Values), Brand Positioning (Audience, Market, Goals), and Brand Persona (Personality, Voice, Tagline).

Kaiser presented a number of mood boards to help steer the team's direction.

"Creating a Brand Strategy sets the foundation to influence and inform all our visual and verbal communications in order to establish a memorable brand," Kaiser said. "Even though the strategy questions seemingly have nothing to do with design, it’s important to trust the process.”

Asking questions like, ‘Where do you see the company in 5, 10, 15 years?’ allowed the Magnum team to dream big and clarify where they want the rebrand to take them.

“In my role, it was important to guide the conversation and ask the right questions to narrow down our focus,” Kaiser said. “Creating a strategy helped us objectively decide what will be best for Magnum Electric’s brand instead of going off what people like or don’t like.”

The strategy process took three major meetings to establish.

THE MOOD BOARDS Once Kaiser gathered all the information needed for the Brand Strategy, she was able to start the creative process by translating that strategy into design. She created mood boards based on words, concepts, and overall atmospheres laid out in the Brand Strategy.

“I looked for visual references such as colors, images, and other graphics that could represent three key ideas for the mood boards,” Kaiser said. “This helped me visually represent what direction the design could take us."

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The logo options presented to the team

THE DECISION After receiving feedback from the mood boards, Kaiser finally went to work on designing logos. She then presented three brand identity concepts, each with their own color schemes, to the final decision-makers.

"It was relatively easy to eliminate one of the three options," Kaiser said. "We went back and forth on the final two options

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Before

for a while until we were able to select the final design.

From there, we only needed to make a few minor color adjustments, and then we were ready to run. From the mood boards, they had originally stated they liked the color blue.

However, I felt it was important to provide them with varying color options, so they were able to feel good about their ultimate decision."

After

Shaniah Kaiser headed up the rebrand.

IS THERE ANYTHING YOU WOULD DO DIFFERENTLY? "The only thing I wish I could have changed was the timing of the Brand Strategy meetings.

Due to our fast-paced work environment and scheduling, each meeting was almost a month apart. This meant we had to spend a little extra time reviewing what was established in the previous meeting. The process would have moved along faster if we could have been able to gather everyone more efficiently."

WHAT ADVICE WOULD YOU GIVE TO OTHER COMPANIES OUT THERE LOOKING TO REBRAND? "I would say focus on three options because it’s usually easy to eliminate one of the three options right off the bat. When brainstorming taglines, we picked our top three best taglines and then chose one from there. When I did the mood boards, I only did three. When I designed the logos, I only presented three. If you present more than three options, it offers too much freedom—there are too many things to consider. Too many options make it harder to narrow down what you really like when you have too many things in front of you.

Too many options can also make the process take longer in an already time-consuming project."

"When I presented the final three logo concepts, I did it fluidly, moving from one to the next without giving them time to discuss," Kaiser said. "I wanted them to see everything before forming opinions.

At the end, they were all somewhat speechless, not expecting such a thorough presentation. I didn't just show them the logos, I presented an entire brand identity with mockups showing how each concept would look on stationery, vehicles, hard hats, signage and other items. This allowed them to see how the logo could be implemented without investing too much time. Interestingly, Concept No. 1 1 was not the initial favorite on its own but seeing it in context changed the team’s perspective. After reviewing all the mockups and how it could be implemented, the team recognized the effectiveness of that particular logo. Ultimately narrowing it down to either Concept No. 1 or No. 3, we felt Concept 1 was the strongest choice. Overall, it was a team effort, and the decision makers were very supportive and open to my ideas because my designs were focused on what would be best for the brand. By investing our time and energy into the entire process, we were able to come to a decision we could all feel good about with a logo that will look just as great in 5-10 years.”

471 Christianson Dr W, West Fargo, ND 701-551-3240 magnumelectric.net /magnumelectric.net

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BUILDING A STRONG BRAND IDENTITY TIMELESS TIPS FOR SUCCESSFUL BUSINESS POSITIONING

By Grant Ayers 74

DECEMBER 2023

the ever-evolving landscape of business, one constant remains: the

significance of building a strong brand identity. Whether you're running a decades-old family business or launching a startup, your brand serves as your company's fingerprint in the crowded marketplace. A powerful brand not only distinguishes you from competitors but also engenders trust and loyalty among consumers—two invaluable commodities in today's fastpaced world.

When we talk about brand identity, we're referring to the visual and verbal elements that define how your business is perceived. This includes everything from your logo and color scheme to the tone of voice used in your marketing collateral. But beyond these tangible assets, brand identity is deeply rooted in the values, mission, and story that drive your business. Together, these elements create a comprehensive, recognizable persona that should resonate with your target audience.

THE IMPORTANCE OF CONSISTENCY Consistency is the linchpin that holds your brand together.

Picture this: If you walked into a McDonald's and saw blue and green decor instead of the iconic red and yellow, you'd feel disoriented, maybe even mistrustful. That's the power of consistency. It creates an expectation and delivers on it every single time, fostering a sense of reliability.

problem you aim to solve in the marketplace, this story provides the emotional scaffolding upon which your brand is built. It allows consumers to connect with your business on a deeper level, transforming them from one-time buyers into loyal advocates.

At this point, you're likely eager to roll up your sleeves and dive into building your brand identity. But before you do, it's crucial to understand that a strong brand is not built overnight. It requires thoughtful planning, ongoing effort, and a commitment to authenticity.

EMOTION: THE SECRET SAUCE IN BRAND LOYALTY

In the business context, consistency translates into every customer touchpoint adhering to your brand guidelines.

Whether it's your website, social media, or even the invoices you send out—they should all sing the same tune.

Inconsistency, on the other hand, muddies the water and leaves your audience confused about what you stand for.

And in a world with an abundance of choices, no business can afford to leave its customers feeling bewildered.

In today’s consumer-driven landscape, making an emotional connection is more than just a nice-to-have; it's a strategic imperative. If customers see your brand as a commodity, it's all too easy for them to jump ship when something cheaper or flashier comes along. But when you connect on an emotional level—whether it's through shared values, community engagement, or exceptional customer service—price and features become secondary considerations. For example, brands like Apple and HarleyDavidson have garnered almost cult-like followings not just because they offer quality products but because they evoke strong emotional connections.

STORYTELLING: THE HEARTBEAT OF YOUR BRAND Every brand has a story to tell, one that goes beyond just selling a product or offering a service. Whether it's the journey of how your business came into being or the

THE POWER OF A LOGO According to a NeuroRelay study, it takes just 400 milliseconds for our brain to recognize a logo and react emotionally to it.

DID YOU KNOW? Word of Mouth is important. According to a Nielsen survey, 92% of people trust recommendations from friends and family over all other forms of advertising when making a purchase decision. This is an increase of 18% since 2007.

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CASE STUDY

SOUTHWEST AIRLINES THE POWER OF CUSTOMER-CENTRIC BRANDING

So, how do you infuse emotion into your brand identity? The key is to know your target audience inside and out. Understand their pain points, aspirations, and motivations. Then, tailor your messaging, imagery, and customer experience to resonate with those emotional triggers.

THE ROLE OF VISUAL ELEMENTS The phrase "a picture is worth a thousand words" rings particularly true when discussing brand identity. The visual components—such as logo, typography, and color palette—serve as the face of your brand. They should not only be memorable but also reflective of the values and message you wish to convey.

Southwest Airlines has always emphasized its commitment to customer service, going so far as to brand itself as an airline that genuinely cares for its customers. One of its most memorable campaigns is "Transfarency," which promises no hidden fees, unlike many other airlines. Southwest focuses on not just what it does but also how it does it—making customers feel valued and respected.

Take Coca-Cola, for instance. Its iconic red color and classic script font are immediately recognizable, evoking feelings of nostalgia and happiness. The visual elements alone tell a story, even before you pop the tab and take that first sip.

KEY TAKEAWAY A brand that aligns itself with customer needs and consistently delivers on its promises can build long-lasting loyalty. In the case of Southwest, customer service isn't just a department; it's a brand identity.

Source "Nuts!: Southwest Airlines' Crazy Recipe for Business and Personal Success" by Kevin Freiberg and Jackie Freiberg

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When crafting your visual identity, it's essential to maintain a cohesive and professional look across all platforms. Remember, these visual cues are often the first interaction a potential customer has with your brand. Make that first impression count.

LEVERAGING SOCIAL MEDIA: A MODERN MUST-DO In our digital age, social media is not just a supplement to your branding strategy; it's a cornerstone. Platforms like Facebook, Instagram, and LinkedIn offer businesses unprecedented access to their audience. However, it's not enough to just be present on these platforms. Your social media activity— from the posts you share to the way you engage with followers—should be aligned with your overall brand identity.

CASE STUDY

BEN & JERRY'S SOCIAL RESPONSIBILITY AS BRAND IDENTITY

Ben & Jerry's is not just another ice cream brand; it's a company that has integrated social responsibility into its core brand identity. From using fair trade ingredients to speaking out on climate change and social justice issues, Ben & Jerry's doesn't shy away from its values. It has set an example of how a brand can be profitable while also making a positive impact on society.

KEY TAKEAWAY Your brand can stand for more than just the product or service you offer. In Ben & Jerry's case, their commitment to social issues has given consumers another reason to choose them over competitors.

Source For instance, if your brand voice is casual and humorous, a formal, corporate tone on social media would feel dissonant. The content you produce should also provide value, whether it's through insightful articles, how-to videos, or customer testimonials. These pieces not only establish your brand as an industry authority but also help forge those invaluable emotional connections.

"Ice Cream Social: The Struggle for the Soul of Ben & Jerry's" by Brad Edmondson

By now, it should be clear that building a strong brand identity is a multifaceted endeavor that extends far beyond a snappy logo or catchy tagline. It's a continuous effort that permeates every aspect of your business, from the big-picture strategy down to the daily operations.

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CASE STUDY

NIKE

MORE THAN JUST ATHLETIC GEAR

ENGAGING WITH AUTHENTICITY Nike's iconic "Just Do It" campaign did more than just promote their athletic gear; it encapsulated an entire lifestyle.

Nike positioned itself not merely as a seller of sportswear but as a brand that understands the drive, ambition, and relentless pursuit of goals—both in sports and life. Their messaging resonates with a wide audience, from the athlete striving for greatness to anyone in need of a little motivation.

KEY TAKEAWAY Your brand messaging can tap into universal human experiences and emotions. Nike shows us that a brand can be successful when it transcends its product category and becomes a part of its customers' lives.

Source "Start with Why: How Great Leaders Inspire Everyone to Take Action" by Simon Sinek

In an age where consumers are bombarded with advertisements and marketing messages, authenticity has emerged as a key differentiator.

Today's savvy consumers can spot a gimmick from a mile away and are more inclined to engage with brands that show genuine passion and integrity. How can your brand demonstrate authenticity? Start by being transparent about your business practices, sourcing methods, or even the challenges you've faced. Honesty resonates and it can transform a transactional relationship into a long-term partnership.

POSITIONING: FINDING YOUR UNIQUE PLACE IN THE MARKET Every market is saturated with businesses vying for the same slice of the pie. What makes your brand deserving of a customer's hard-earned dollar? Your unique value proposition (UVP) is the answer to this crucial question. Whether it's unrivaled quality, innovative features, or stellar customer service, your UVP is what sets you apart from the competition.

Positioning isn't just about claiming a spot; it's about owning it. Take Volvo, for example, whose name has become synonymous with safety.

Their commitment to this aspect of their cars isn't just a marketing angle—it's their purpose, reinforced at every touchpoint from advertising to the actual driving experience.

THE ROLE OF EMPLOYEE ADVOCACY Often overlooked but incredibly impactful, employees can serve as powerful brand advocates. After all, who knows the ins and outs of

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your business better than the people who help run it day in and day out?

By empowering your staff with the right tools and knowledge, you turn them into credible spokespeople who can share authentic experiences and insights about the brand.

Employee advocacy can take various forms, from social media sharing to word-of-mouth recommendations. Regardless of the medium, the message should be consistent with your brand identity. Think of your employees as an extension of your marketing team; when they speak, they should echo the values and messaging that define your brand.

MEASURE, ANALYZE, AND ADAPT Let's face it, even with the most diligent planning, not everything will go as expected. That's where analytics come into play. Tools like Google Analytics for website traffic or customer surveys for product feedback offer invaluable insights into how well your brand is resonating with the audience.

If certain aspects aren't hitting the mark, don't be afraid to pivot. In fact, adaptability can be an asset, showing your customer base that you're responsive and open to growth. However, any changes made should be carefully considered to ensure they're in line with your core brand identity.

Building a brand is not a "set it and forget it" task; it requires ongoing attention and refinement. As market trends shift and consumer preferences evolve, so must your approach to brand identity.

DID YOU KNOW? Color Matters: In a study called “Impact of Color on Marketing,” researchers found that up to 90% of snap judgments made on products can be based on color alone, depending on the product.

BUSINESS BOOKS & ARTICLES

"Building a StoryBrand" by Donald Miller offers practical advice on clarifying your brand message so customers engage.

In closing, it's crucial to remember that establishing a strong brand identity is not a one-time effort; rather, it's an ongoing journey that demands constant nurturing and evolution. As you continue to grow and adapt to market changes, make sure your brand does the same. This might mean revisiting your logo, tweaking your messaging, or even re-evaluating your entire brand strategy to align with shifting customer needs.

But through all these changes, the core essence of your brand—the values, the mission, and the promise you offer to consumers—should remain steadfast. This is the compass that guides all your branding endeavors, ensuring that no matter where your business goes, it remains true to its identity.

"Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger provides insights into why certain things go viral and how you can use these principles to make your brand more shareable.

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RECOMMENDED RESOURCES Resources are critical for any business looking to build a strong brand identity. In the North Dakota region, there are several institutions, programs, and platforms designed to offer guidance and services on branding, marketing, and business development.

North Dakota Small Business Development Centers (ND SBDC): Provides consultation on business planning and marketing strategies.

Greater North Dakota Chamber (GNDC): Offers networking events and business development programs, including some focused on marketing and branding.

Innovate North Dakota: A program that offers resources and coaching to entrepreneurs, covering topics such as positioning and brand identity.

SCORE North Dakota: Provides free mentoring for small businesses and also conducts workshops on branding and online marketing.

Emerging Prairie: A local organization committed to connecting entrepreneurs that often hosts events and workshops on business development and branding.

North Dakota Women's Business Center: Focused on assisting women entrepreneurs, they offer several resources on business branding and positioning.

KEY TAKEAWAYS CONSISTENCY IS KING From visual elements to customer interactions, maintaining a consistent brand experience is vital for building trust and loyalty.

EMOTION DRIVES LOYALTY

North Dakota Department of Commerce: Offers various grants and funding opportunities that can be used for marketing and branding efforts.

Understand your target audience deeply and craft your branding to resonate emotionally, turning customers into advocates.

Local Colleges and Universities: Schools like the University of North Dakota and North Dakota State University often offer business courses and workshops, including those on marketing and branding.

TELL YOUR STORY

Online Platforms: Websites such as Eventbrite often list business-related events in the North Dakota region, including seminars and workshops focused on branding and marketing.

These resources can be invaluable for any business looking to strengthen its brand identity. It's always a good idea to explore multiple options and tailor your approach based on your specific needs and industry.

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Every brand has a unique story that goes beyond the products or services it offers. Make this story a central part of your branding strategy.

AUTHENTICITY WINS In a crowded market, being genuine and transparent can set your brand apart and turn transactional relationships into long-term partnerships.

EMPLOYEES ARE AMBASSADORS Empower your team to be vocal advocates for your brand, ensuring their messaging aligns with your overall brand identity.

ADAPT AND EVOLVE The business landscape is ever-changing. Use analytics to measure your brand's impact and be prepared to adapt as needed.

By paying close attention to these aspects of brand identity, you'll not only position your business for success but also build a brand that stands the test of time.

With focused effort and unwavering commitment, your brand can become not just a name or a logo, but a symbol of quality, trust, and value in the minds of consumers.

ADDITIONAL TIPS Competitor Analysis: Don't overlook the competition. Analyze their branding to find gaps you can fill or points you can improve upon.

Social Listening: Use social media tools to listen to consumer conversations about your brand. It’s like free market research.

Multi-Channel Consistency: Ensure that your branding is consistent not just offline but across all online platforms and channels.

REVOLUTIONIZING

Small Business Credit

If you don't know about J. Galt Finance Suite, you should.

By Brady Drake |

by Josiah Kopp

Improving credit is crucial for businesses as it directly impacts their ability to secure financing, negotiate better terms with suppliers, and manage cash flow effectively. Traditionally, businesses strive to enhance creditworthiness through methods like timely repayment of loans, maintaining low credit utilization ratios, and ensuring accurate financial reporting. However, these traditional approaches can be challenging, especially for small businesses with limited resources or those just starting. This is where a company like J. Galt steps in. J. Galt specializes in helping small businesses navigate these complexities by providing tailored strategies such as offloading credit risk, optimizing cash flow, and guiding through the intricacies of credit building. Their expertise not only simplifies the process of improving credit scores but also equips businesses with the tools and knowledge to sustain healthy financial practices and help them operate like a large corporation.

Haven't heard of them? That's because they're new to the area and Regional Managing Partner Brett Colliton is leading the charge. We sat down with him and J. Galt Executive Vice President Gary Schneider to learn more.

Brett Colliton,

Regional Managing Partner, J. Galt Finance Suits 82

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DID YOU KNOW? Brett Colliton used to be the VP & COO of Avalon Events Center

Can you tell me about J. Galt?

Brett: J. Galt is a software as a service. We help small to medium-sized businesses build credit, which is something that some people have never really heard of before, especially in the Midwest where we're so used to doing traditional banking. J. Galt has been around for about eight years, but the current iteration of the company has been around for about two years. We help business owners grow, scale their business, and run more like a large corporation. It has been a lot of fun introducing it to the Midwest here.

Gary: This is new to your market but it has actually been tried and tested for some time now. What we're doing is actually mainstream for larger companies. In the past, typically $25 million in revenue is sort of like an unofficial cut-off for these types of services. All of those companies were required to build whatever credit based on the strength of the owner and the personal guarantee. And yet, the larger companies really never had to do that. What J. Galt is able to do is to bring that same capability through a process that we have. We can help small businesses get the same kind of credit capacity with no personal guarantees that the larger companies have.

How do you do that?

Gary: It's actually a very methodical process. We take people through a series of seven steps that we know will build credit. We audit the company first, and make sure the credentials are right, and then we submit those credentials to the business credit bureaus. We then make sure that credit transactions are reported to the business credit bureau, that's what's usually lacking.

What does your ideal business partner look like?

Brett: Any business that spends money, which is everyone.

Or, any business with personal guarantees, which is almost everyone. Those are the two primary factors.

Is there anyone in town doing anything similar to what J. Galt is doing?

Brett: We are the only ones. It has been something that's been available to large corporations for decades, but it has never been made available to small businesses before.

How should interested businesses prepare to work with J. Galt?

Brett: We take care of all the steps for them. We make sure that we do that audit. We make sure that they are ready for something. We're not going to advise a small business that really can't use us or isn't big enough. We're never going to tell those businesses to come on board.

Gary: It really has to be a good fit because one of the features that we think differentiates us is that we provide a money-back guarantee. So, we not only say what we're going to do, but we back it up. If we don't deliver within a prescribed period of time, usually one year or less, we will have worked that entire year for free.

To Learn more, visit

jgalt.io/bcolliton FARGOINC.COM

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Bell Bank Tower

COMING SOON! SPRING 2024

An exclusive sneak peek at the current progress of the downtown Bell Bank Tower nyone who frequents downtown Fargo has surely seen the steady progress of the former Bank of the West building, which towers over Main Ave. If you've seen the giant cranes at work and wondered what exactly is happening with this renovation project, we've got you covered.

Back in June of 2021, Bell Bank announced an agreement to purchase the multi-story office tower, and interior demolition began the following February of 2022. What most people may not know is that the building was not simply renovated or remodeled—it was stripped down to its bare bones, all the way down to the very frame that held it up.

Bell Bank partnered with Olaf Anderson for the construction, with the intent of investing in local businesses and workers to see this project through— that was a very important aspect for Bell Bank CEO Laine Brantner.

Bell Bank also partnered with T.L. Stroh as the architect for the tower project, and many significant design additions have been made—most of the external changes taking place on the south-facing side. Originally built in 1973, the previously 105,000-square-foot tower now has an additional 80,000 square feet being added as well as a skyway that will join the Bell Parkview ramp to the tower.

By Josiah Kopp | Photos by Josiah Kopp | Renderings provided by Bell Bank 84

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South-view rendering of Bell Tower shows interior parking for customers (with access off First Ave S), retail banking lobby and drive-up, and building lobby area with 70-foot-tall atrium.

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Bell Bank CEO Laine Brantner explaining how the new parking ramp will be adjoined to the tower by a temperature-controlled skyway—no more freezing mornings walking to the office from your car! Rendering shows the new Bell Parkview ramp from Maine Ave.

Previously known as the Island Park ramp, the Bell Parkview ramp now has an additional floor, increasing the number of parking spaces to 485.

The ramp will be reserved for Bell Bank employees but will open for public parking after 5 p.m. and on weekends, providing extra parking for downtown or Island Park visitors.

Fifth-floor employee break room shows current progress (as of August 10, 2023) next to a rendering of what the finished result will look like.

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Renderings show the atrium lobby and skylight that will stretch though the center of the building, giving a feeling of openness with lots of natural light to flood in.

Bell Bank CEO Laine Brantner showing the downtown Fargo skyline view from the 12th floor of the Bell Tower.

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Rendering shows the main level of the lobby.

Photos show what will be the "grand stair" and skylight.

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Rendering shows one of the more unique amenities inside the Bell Tower—a fitness area on the 5th floor. There will also be showers and lockers (not pictured) for those wanting to freshen up after a workout. Also available will be lactation rooms for mothers.

Rendering of the fourth floor shows the Town Hall Room for allstaff meetings, a gathering space with catering and a kitchen, seating for 300, conference rooms, a dedicated staff training room, the skyway entrance from the parking ramp, and the "grand stair" with a skylight.

The anticipated completion of the Bell Tower is set for May of 2024 with employees moving in shortly thereafter. For more information, visit

bell.bank.com

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Innovating for Good

How BisonX is Reshaping Entrepreneurship Through Nonprofit

By Grant Ayers |

Courtesy of Bison Venture Ecosystem

the world of entrepreneurship, few are pushing innovation, technology, and for-profit entrepreneurs forward to the degree that Nick Edwards and Jeff McDermott are via their nonprofit. We had the privilege of having a conversation with Edwards, co-founder of BisonX, an evergreen nonprofit startup studio that officially launched on January 1. Edwards, a trailblazer in his own right, has embarked on a mission to redefine the landscape of social impact through sustainable and groundbreaking capital ventures alongside McDermott. Our Q&A session with Edwards sheds light on the driving forces, mentors, and aspirations that have fueled the remarkable journey of BisonX, making it a socially conscious enterprise that’s here to help.

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A Q&A with

Nick Edwards, Executive Director and CO-General Partner (GP) of BisonX

Q: Tell me a bit about yourself.

A: Im currently living in Denver, but I originally went to school at NDSU in Fargo. I stay down in Denver during the winter and come up to Detroit Lakes for the summer, so it’s a good balance.

I moved to Denver to get out of the cold and go somewhere else.

After leaving NDSU, I was fortunate enough to become a team physiologist and sports scientist for NFL, NHL, and NBA teams.

While I was there, I had the opportunity to experience all the cool technology, and I thought, 'Wow, nobody knows about this. It's unbelievable.' So, when I discovered that, I began researching companies that were essentially bringing those ideas to the general public. I thought, 'Oh my gosh, I'm a sports scientist working with these pro teams. How can I help share this with everyone else?'

As a result, I naturally transitioned into learning about what earlystage entrepreneurs were going through and understanding the challenges they were facing at that time, and where I could contribute to assisting them. As I went through the entire cycle of a company's life and its scale and my exit, I realized that people needed more guidance in navigating this process. So, I launched my own venture, experienced the same cycle of growth, success, and even decline, and ultimately decided, A ' lright, it's time for me to take this to the next level,' and now I'm focused on helping other companies achieve the same. That's when I shifted more towards the formation and scaling side of side of VC (venture capital).

About Nick Edwards Nick Edwards is a nationally renowned physiologist and has built multiple medical programs for a wide range of populations that are currently running across the US. In his career he has also worked with organizations from NHL to NFL, Men’s and Women’s Division I NCAA Teams, podium Olympians, and World Champions, and he still currently serves as team physiologist for four professional teams. Nick himself was also a collegiate and professional athlete, and has a drive to give back to the entrepreneurial community.

Beyond athletics, Nick has worked in both the private sector and clinical settings, launching startups and fostering early-stage ventures. While his sweet spot is in health tech, Nick has been part of multiple startups, SPVs, has served as a general partner and limited partner, and worked in companies from launch, through fundraising, and on to exit. His philosophy lies in unlocking and harnessing each person’s unique motivation, and in turn, helping them find solutions and open doors for their successful ventures.

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I pursued the path of commercializing this technology, and I’ve worked on a few different startups since then. I’ve had wildly different experiences between one going bankrupt, and the others being successful exits. After those experiences, I thought that it was cool to be on this side of tech. I slowly worked my way to becoming a partner in an incubator, worked in IP commercialization, and was a partner in venture capital. I’ve worked with groups in Silicon Valley, Atlanta, and Nashville, all of which are very prolific startup areas. I was curious about what was going on with the startups back home in Fargo and was shocked to see that we had close to none until the last year or two.

My now-partner, Jeff, and I were brainstorming how we could bring more capital into the region We talked to a bunch of limited partners and explained that this would be a great area to invest in, but nobody was interested since not much was coming out of the area. Jeff and I essentially said that if no one else is going to do it, then we will. We formed BisonX, a nonprofit startup studio that covers everything from the initial stages to venture capital. I believe that we're the largest venture capital firm in terms of private capital from North Dakota. We are the largest startup studio and the only nonprofit startup studio in a five-state region. Moreover, I believe we're one of the largest nonprofit VC firms, with for-profit funds alongside it, in the United States as a whole.

How It Works Entrepreneurs join one of their cohorts, as part of BisonX. They collaborate with existing North Dakota accelerators, incubators, and models to ensure a solid path to Product Market Fit, prioritizing tangible growth over mere knowledge and capital infusion.

Q: Why did you decide to return to the FargoMoorhead area specifically?

A: I returned for two distinct reasons. Firstly, just because there aren’t a lot of VC-backable companies doesn’t mean that the ideas aren’t there. The market has been saturated with aspiring dreams and concepts, constrained by limited time and resources due to existing commitments like full-

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About Jeff McDermott, Advisor and Co-GP Jeff is a serial entrepreneur and widely renowned Venture Builder. For the past 20 years, he has worked alongside founders with products and services, hired teams, aided in funding, and continues to provide resources and guidance across the company lifecycle—even through proven successful exits. Jeff loves starting companies, driving the vision and progression through validation, and developing innovative revenue streams and solutions.

time farming or other careers and for-profit entrepreneurs with busy schedules and lifestyles.

Secondly, my motivation stems from the source of my accomplishments and experiences that have taken place here.

Faculty members, coaches, and individuals at NDSU have facilitated significant opportunities for me. This connection has instilled a desire to contribute back to this locality. Since my involvement in the startup realm and aiding corporate expansion, I thought, 'What better way to foster growth than by simultaneously nurturing Fargo's progress?'

Q: Tell me a bit about the advisors, mentors, and coaches that you work with.

A: We've brought in mentors from various backgrounds. Jeff and I, having experience in Silicon Valley, Atlanta, and national markets, have been able to attract some of the best minds to lead venture capital firms and serve as mentors. For instance, one of our most prominent mentors owns a venture capital firm based in Atlanta. So, not only do our mentors offer expertise locally, but we also have a direct connection to other VCs beyond our own network. Our approach involves identifying accomplished professionals on a national scale and inviting them to join us, but the most important aspect to understand about our mentors is that they essentially hold the company's playbook; it's their guiding principle.

Throughout our structured curriculum, we're collaboratively crafting a playbook of success and operational strategies. The mentors' role primarily revolves around ensuring that founders adhere to this playbook. For instance, if you were to discover three new leads for your company in a day, my response would be, 'That's great! Are any of these leads from a market that currently generates no revenue?' I would encourage you to shift your focus back to the plan and remind you to stay on track. Essentially, the mentors are there to help you stay aligned with the course and avoid getting distracted by fleeting opportunities.

Q: What’s the biggest issue at hand for BisonX currently?

A: There's a severe lack of VC-ready companies in our area.

We're here to be a venture capital firm and start-up studio that helps everyone as much as we can, whether it's a mom-andpop organization that doesn't really fit in that area and doesn't want another mortgage if they don't have the cash to bootstrap

We’re excited that close to 50% of the companies that we're investing in and working with are female-led and founded, which is very rare in North Dakota to be tapping into this focus of female-founded companies. It’s significant to have that in this industry.”

- Nick Edwards, Executive Director, and Co-GP

it or anyone who may not have the knowledge to succeed.

In short, we’re a VC firm for all cash-flowing businesses, not just the unicorns of our landscape.

Q: What is the vetting process like for enrolling companies in your program?

Q: You mentioned mom-and-pop shops. Do you work with all types of businesses or what's your primary focus?

A: Our vetting process begins with an application. Our aim is to identify exceptional individuals and teams with the potential for substantial growth. We seek those who set their sights on ambitious goals, while also possessing the knowledge of foundational steps required for progress.

The alignment of the founder's qualities is crucial. In the early stages of a company, the ability to elevate a venture significantly is vital. With countless ideas swirling, we meticulously distinguish between mere pipe dreams and ideas deemed realistic and viable. Balancing ambition with a pragmatic approach is key, and our model excels in candidly addressing ideas that may not be feasible. We elucidate the three distinct company stages we recognize.

A: Not to take a stance on a soapbox, but I'd say about 97% of companies aren't ready for venture capital. In fact, most for-profit VC firms rely on only 1 in 10 businesses to fully fund their operations. Considering that 90% of startups fail, those odds aren't favorable. We aim to generate more jobs through more companies. Yes, we will identify some scalable unicorns, but it’s not our aim.

For instance, let's consider someone who owns a local boutique shop; it's likely not a suitable fit for us. However, if someone approaches us with a plan to partner with boutique shops and digitize their presence across all rural states, that's what we're seeking. We're looking for individuals who think in terms of scale, lack the funds or capacity for financing, or simply need some additional guidance and support. Therefore, we're open to exploring any company's preliminary idea for scaling and determining the best way to move forward.

DID YOU KNOW? BisonX’s scope encompasses a five-state region: Minnesota, North Dakota, South Dakota, Montana, and Wyoming. While they invest in this entire area, Fargo serves as their central hub, with their primary focus and investments rooted here.

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First is the realm of small businesses, including boutique shops and passion projects. For such cases, we often advise exploring options via the SBA, accessible through the Bank of North Dakota or nd.gov. The second stage involves companies primed for VC investment, positioned as plausible investment opportunities. While achieving unicorn status might not be the goal, progress in business remains viable. The third stage is VC-backed, yielding extensive scalability and returns. Although few reach this pinnacle, it's not essential to possess massive-scale attributes to succeed. Our role lies in guiding individuals toward their optimal path, helping them progress, getting cash flow, and potentially attracting investments in the next phase if that’s even needed.

Q: Why choose the direction of a nonprofit model?

A: It makes us a lot more flexible, allowing us to collaborate with universities and early-stage companies. Limited partners, who are essentially investors for a VC firm, play

a significant role in this flexibility. These limited partners expect a return on their investments. In a VC firm, there is a lesser-known reality: limited partners form the investor base for the fund. For instance, in a $50 million fund, limited partners contribute this, while the general partner also contributes capital. The role of the general partner, who is a fiduciary, entails ensuring that the fund generates returns for the limited partners.

Beneath the general partner, there are venture scouts who source potential deals and present them to the general partner for approval. This structure underscores the fact that the primary objective of a venture capital firm is not just to churn out numerous companies, but rather to identify and invest in early-stage companies with high growth potential, thereby generating returns for the partners. This is the fundamental purpose of a VC company.

However, our approach is a bit different. As we structured ourselves as a nonprofit, we refer to our participants as community leaders rather than investors; they are donors and community partners. Our overarching goal revolves around driving economic growth. As such, our main focus is twofold: fostering the growth of more companies and generating returns, all while promoting economic expansion.

Q: What are the downsides to that model?

A: The downside is that you need to have a sufficiently strong presence and voice to persuade donors and business leaders to believe in your cause. Fortunately, however, we've been able to have supportive donors around us, and when combined with our track record and bolt on for-profit funds, we've shown our ability to strategically utilize donor funds, make purchases, and attract additional funding, which has allowed us to leverage our initial capital effectively.

By The Numbers » 4 Portfolio Cohort Companies » 1 Company Acquired » 2 Companies Invested In » Currently, Portfolio of Assets Pushes $60 Million … All Within 8 Months of Operation!

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The BisonX Process In their unique approach, they collaborate closely with aspiring entrepreneurs, guiding them through our comprehensive program. Upon successful program completion, participants earn a $50,000 grant across milestones.

What sets BisonX apart is its dualpronged support system. Its alliance with venture capital firms adds a dynamic layer. This entails tailormade arrangements encompassing equity, debt, or innovative hybrids.

The intriguing twist is BisonX’s nonprofit status, with community leaders and donors providing a significant push forward.

This teamwork has led to a constantly repeating process.

New startups consistently join the startup studio, creating innovative paths driven by generous funding.

Additionally, their careful $50,000 investments sow the beginnings of significant profits. Then, BisonX invests in that company, and then studio fees, profits, and distributions go right back into the startup studio as the next round of grants.

Q: How long do these cohorts last?

A: They are self-guided and could run for a minimum of six weeks, or continue until completion. Our main focus is ensuring that they possess all the necessary elements for achieving product-market fit or, frankly, they fail early and learn from it. This essentially means: Can you successfully sell it? Have you met the market demand? And can you scale this into a sustainable business, rather than struggling and failing? In the startup studio model, achieving unicorn status is less probable compared to a VC firm. However, the likelihood of establishing profitable businesses is significantly higher. A VC firm considers fewer than 10% of businesses as profitable, with 90% ultimately failing. In contrast, the startup studio model witnesses over 60% achieving profitability, and there's even a possibility of 5% reaching unicorn status. Hence, the emphasis is more on launching multiple companies rather than seeking the isolated success you may desire.

Q: Could you walk me through what it's like for someone to go through the startup studio?

A: When someone comes in, they submit an application. After the application process, we guide them through a structured curriculum both in-person and through virtual meetings. We have mentors who assist them along the way, as well as myself and my partner, Jeff. We are deeply involved in guiding the company during significant turning points. In each of the call modules within the cohort, we cover aspects such as visionaries and operators, and the type of founder you are.

For instance, are you someone who can talk the talk, but needs operational expertise? Do you need help recruiting the right staff to

We’ve really aimed to take on the responsibility of being a VC group for everyone. Most companies aren't VC-ready; in fact, 97% of companies aren't VCbackable. That's where we come in. If someone wants to open up restaurant #5, we have their back.

A brand new real estate professional needs help to scale? We will back them!

We aren't solely seeking the unicorns of their industries; our aim is to contribute to the economy with scalable, cashflowing businesses.”

- Nick Edwards Executive Director, and Co-GP

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support you? We also address topics like legally forming a business, staffing, scaling financials, pitch decks, and how to present your idea to potential investors. This process continues through achieving product-market fit and guiding them to successful sales.

One of the most distinctive features of our program is that within the first week, right after we tackle the visionary or operator aspects, we assign them a task, such as setting up a splash page website. They are then tasked with recruiting individuals to act as beta testers and provide feedback on the idea. This creates a natural pipeline of potential customers by the time they graduate. For instance, if you take your idea to 200 people and receive feedback, you can refine your model. At the end of this refinement, you return to the same group of people and ask them if they would purchase the product. If we achieve a 60% to 80% positive response rate, that's great, and we continue forward. If the response rate is lower, we go back to the drawing board and pivot.

Ultimately, our goal is to find the right product-market fit and guide them through the process. We take a big stake by co-founding it with them and are with them every step of the way, not like a one-off program, as we want to get them into an opportunity state and see them succeed more than they ever imagined.

Q: Do you currently have any other projects going on?

A: Everything I'm currently engaged in either involves BisonX or my med-tech company, Loop. The latter is originally based in Denver, but we're relocating our headquarters to Fargo. Like my other projects, I'm currently spinning off into more sports medicine companies by conducting physiology with teams. I've been designing protocols for kids transitioning through juniors and advancing in hockey, focusing on what they need to do metabolically to prepare for being on the ice. Currently, through BisonX, we are forming a medical management company that gives everyone an opportunity to have a voice in their care and scale from our five state region to a nationwide reach.

About Loop Loop is an on-demand platform that improves the patient experience, drives outcomes, and delivers a stream of passive revenue to brick-and-mortar clinics.

Loop's SaaS platform operates alongside established practices as an extension of their care.

Learn more clinics.loopcare.io (701) 929-4277 sales@loopcare.io /LoopCarePlatform /LoopCarePlatform

Apply TodaY

BisonX.org

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Fashion, Furlongs, & Film Susan Bala’s inspiring journey as a local entrepreneur

by Josiah Kopp | photos provided by Susan Bala

eing in the world of entrepreneurship is impressive enough, yet Susan Bala has given the word a whole new meaning, having worn many hats over the span of her career—investing her work in Fargo and the state of North Dakota.

Bala is a first generation American who grew up in the Fargo community. Her family migrated to the States from England and Poland after WWII, settling near Felton, MN. Bala recalls growing up as a true Fargoan a blessed experience that helped shape who she is today. “It seemed like an idyllic period when I look back; local businesses lined Broadway, local sports were important events, and ‘dragging Broadway’ to the dairy queen at the end of the street by Island Park as well as dances at the YMCA were the thing to do on Friday nights,” she reminisced.

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Susan Bala enjoying the loft at Teddy's Eatery & Bar, a project that she helped back, financially.

Early Years in Business and Mentors Bala studied art, psychology, and english at North Dakota State University, supporting herself by working at one of Fargo’s long standing main line department stores, Herbst. There, she eventually moved into management, merchandizing, and became an assistant to the buyers. Bala then moved from there to a local women’s specialty store called Black’s. There, she became a Buyer and spent time in New York City.

What is a Buyer?

A Buyer is a person that goes to the national markets to identify trends and buy merchandise for the retail stores. Black's was a specialty store for women's clothing and accessories, so the primary market Bala went to was in New York City’s 7th Avenue fashion district, often called Fashion Avenue.

“Listen to your customer—they will tell you everything you need to know to set your course. Customer service is number one no matter what you do.” - Susan Bala “The energy of New York City appealed to me,” she said. “The forward thinking of the designers, the innovation in branding and communications, the level of talent and the business savvy I was exposed to were an opportunity to develop my own path and creative inspiration.

Later, when I consulted in business and marketing, the relationships I formed in the financial markets as well as the wall street professionals I met gave me an inside view on economics and corporate development. All of these key experiences led to me establishing clear views on business principles and the awareness to come to understand my own nature as an entrepreneur."

Bala had numerous mentors while she was in retail, learning from people like Henry Kissinger (who in addition to his service as Secretary of State, led the business consulting firm McKinsey & Company and later Kissinger Associates), Paul Healy (a ND native who worked with Chase Manhattan in New York, an executive with Hollinger International, a multinational media company), Elliot Stein (Managing Director of Commonwealth Capital Partners and member of the board of directors of Apollo Investment Corporation), and most importantly, former U.S. Senator Quentin Burdick's wife, Jocelyn Burdick, who was a close friend to Bala.

One twist-of-fate moment Bala had was when she became the image for Black’s when a television commercial was being shot and they couldn’t find a person to fit the brand they sought to create—she had written the copy and storyboard for the commercial. At the last moment they pushed Bala in front of the camera, and she ended up producing all of the television, print, and radio advertising for several years.

“Television production for me was about storytelling in short form,” she said. “The experience was a creative process, but also a disciplined one in order to coordinate multiple moving parts with numbers of people on constant deadlines.

You learn that you have to work as an ensemble to get the best results.”

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Susan Bala and the history of the horse racing industry in North Dakota Bala first became involved in the North Dakota horse racing industry when former ND Governor George Sinner approached her and former Securities Commissioner, Arly Richau, to conduct a feasibility study for horse racing in North Dakota in the late 1980s. Although she had no formal role at the time, Bala had connections with federal representatives and state elected officials, including Richau, who was in private practice, but still active in state politics.

This was a pivotal time when the world of racing was changing significantly, as the U.S. Supreme Court had just ruled that pari-mutuel horse racing (betting pools) was legal in the country, opening the opportunity for each state to legalize it.

From that study, the model to build the North Dakota off-track betting simulcast system was born. Bala worked with three governors in North Dakota as they navigated new technology and legislation to expand and keep North

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Dakota competitive with other states. The model was a success—it built the Fargo race track [North Dakota Horse Park] and a self-sustaining industry in North Dakota that also paid into the State's General Fund.

Bala developed the model for North Dakota to create a network of locations that covered the population centers across the state to generate the funds to develop the state’s industry with purse funds, breeding funds, and a promotion fund to build a Fargo race track.

Two people prominent in the national industry, RD Hubbard, owner of Hollywood Park and Los Alamitos race track, and Lloyd Shellhammer, owner of United Tote, joined in the first partnership (initially called Dakota Race Management and later changed to Racing Services) that was awarded one of the first licenses in the country as a service provider, providing technology and services for off-track pari-mutuel wagering.

Susan Bala and North Dakota Horse Park General Manager Hugh Drexler at the track grounds

Life-altering experiences In 1980, Bala and her family visited Eastern Europe, a trip that forced them stuck behind the then Iron Curtain, unable to escape. Ultimately, because the international borders shut down, they were unable to leave and their visas expired. Thus, they were declared illegal and had to petition the East German government in order to leave. “We were packed onto overpacked train cars, and pulled off of the trains twice at gunpoint during the journey,” Bala recalled.

The events left Bala with a new realization of the meaning of freedom. Upon her return, she spent time with her good friend, former U.S. Senator Burdick’s wife, Josie Burdick, to process the experience in an effort to find a path where she felt she could contribute something of meaning to her community. Bala began what became a career in entrepreneurship consulting, marketing, and opening her own businesses.

Photo by Josiah Kopp

Richau and Bala developed the draft legislation with the help of national race track professionals from New York OTB and the operator of the Preakness for simulcast off-trackwagering, making North Dakota one of the first states in the country to enact those laws. Bala and her colleague’s model would drive the state horse racing industry, creating the economic engine that built North Dakota’s industry and its tourism.

“The very dramatic experiences I had in Poland and Germany, which included walking through a concentration camp and getting pulled off trains at gunpoint, were jarring, and it was life-changing to come face to face with how we are lulled into taking our freedoms for granted,” Bala said. She soon took up the study of the U.S. Constitution and took continuing education law classes through the Minnesota Legal Institute, which helped open doors for her down the road.

Bala continued to lead the development, eventually generating the $10 million in funds to build the Fargo race track, operated by The North Dakota Horse Park and Horse Race North Dakota.

Bala went on to create advances in technology and legislation that were among the first nationally in technology and legislation that further funded the industry. She developed networks in other states, as well as internationally after being named a delegate to the U.S. Department of Commerce.

The North Dakota simulcast off-track wagering network notably was a huge success for the state, contributing new tax revenues, self-sustaining itself, generating the funds to run the North Dakota Racing Commission, contributing to nonprofit organizations, and building an award-winning statewide industry. The system opened on April 28, 1990, one of the first in the nation. The race track opened in 2002 and celebrated its 20th year anniversary in the summer of 2023.

Did you know?

Over the past two years, Bala has developed a technology and service group that is currently bringing precision, cutting-edge geofencing, and security technology to the market for use in online businesses—the launch is being prepared for early 2024.

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Susan Bala with Pritan Ambroase in London

International Influence, Fargo, & Ukraine Some of the open doors that took Bala’s career to the next level were when she served on the Downtown Business Association in Fargo and started the first Downtown Street Fair.

On both a national and international level, she was asked to be a delegate for the U.S. Commerce Department and traveled to Latin America as a Delegate, working closely with government officials and eventually opening the first international tech and services center, creating the ability for wagering pools to be transmitted internationally between counties into the United States (via track pools).

In subsequent years, Bala became involved in health care and real estate development where she continues in business today.

In 2008, Bala built Arbor Park, an assisted living facility in Moorhead complete with its own 1,200-square-foot garden for fresh produce and herbs to grow as well as giving a home to two rescue pups, Brady and Vinny, whom you can meet in the "Meet the Office Dogs of Fargo-Moorhead" on fargoinc.com!

In 2017, she joined with two physician friends, Dr. David Humphrey and Dr. Lance Bergstrom, to back the opening of Teddy's, an eatery and bar that has since become a staple in the downtown Fargo restaurant scene.

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Most recently, she became involved in a technology company where they are currently launching security software nationally— which leads to her current endeavor: a documentary in Ukraine.

In a project close to her heart, Bala is currently serving as Executive Producer for a cinematic documentary on the children of war in Ukraine titled, "Can I Go Home Now?" Bala teamed up with London-based Pritan Ambroase, who is the owner of Hollywood Insider and the Producer/Director of this film.

The soundtrack was done by A. R. Rahman, who is a two-time Academy Award, two-time Grammy Award, and Golden Globe Award-winning composer.

The film focuses on the human condition amidst war through the lens of children—in fact, not a single adult is allowed to speak for the duration of the film, helping magnify the voices of these children. The film will be released in early 2024.

To learn more about this project or watch the trailer, visit

canigohomenow.com

Submitted by Rylan Drake

OPENING A SECOND LOCATION An Interview with Fargo Phone Repair and Madison Phone Repair Owner Rylan Drake

By Brady Drake

In the entrepreneurial world, deciding to open a second location is both an exciting milestone and a daunting challenge. We sat down with Rylan Drake, Owner of Fargo Phone Repair, who recently navigated this complex journey and opened Madison Phone Repair in Madison, Wisconsin.

Rylan Drake, Owner, Fargo Phone Repair

We discussed the decisionmaking process, the logistical hurdles, and the emotional highs and lows that come with expansion. While the allure of doubling revenue and footprint is tempting, it's a path fraught with financial risks, operational complexities, and an inevitable learning curve.

And yes, he is my brother.

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We have the largest selection of mobile devices in the Fargo area. Unlike everywhere else, our devices are unlocked. What that means is that customers are not locked into a two or three-year contract with their device and they won’t get hit with a bunch of hidden fees. It's their device, and if they don’t like their carrier, they can take the device with them to a different one.

Our prices are way lower than retail, meaning that we can help customers save on a few different fronts. Fargo Phone Repair is a one stop shop for all your tech needs.

How has the community supported the growth of your business?

One of the most amazing things that we have encountered is a high repeat customer rate. We love our customers and are excited to help them with all of their tech needs. Even if it's just a quick question, our team is ready to help. We feel so blessed to be a part of the Fargo-Moorhead community.

What made you want to start your business?

When I was in school, my phone got damaged beyond repair.

I tried to buy a phone online but had so many issues and had to send it back to the online seller. I was stuck waiting for a different phone to get sent out to me. It was so frustrating to have to wait again after I had already waited for the first device to get to me. As everyone knows, phones are essential to modern-day life, and being without one is simply not an option.

While I was waiting for the second device to arrive, I decided to buy locally off of Craigslist, only to find that after buying it, it was incompatible with my carrier. I had no way to warranty it or return the device since it was just purchased from some random person on Craigslist. I knew that there was something missing in the market and that there was an opportunity to start a business that would fill the market voids.

Today, Fargo Phone Repair specializes in everything related to mobile electronic devices. Whether someone needs a repair on their phone, iPad, Computer, or laptop, we have them covered.

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How did you know when it was time to expand?

There are a few different things that we took into consideration when deciding to expand our business. We knew that we had an exceptional team in place at our first location so that we would not be neglecting the customers who have stuck with us from the beginning. Additionally, we knew that our business model was unique and offered synergies to give customers a one-stop place for their phones, computers, laptops, tablets etc.

The combination of our amazing team as well as our ability to provide services that help our customers on several fronts allowed us to confidently make the decision to expand.

What steps did you take to open your second location?

The first thing to consider is a market that makes sense for a retail store to not just survive, but also thrive so that we can have the resources that we need to take care of our customers long term. We want our customers to know that they can bring their devices to a trusted business in the community, and picking the right location is a very important first step.

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What do you wish you would have known prior to opening the initial business or expanding?

Oddly enough, we feel fortunate for the naivete that we had when deciding to go into the second business, otherwise, we may have never done it. A second location is a different ball game. Whether it is a POS system that integrates between locations, or having robust and in-depth SOPs, there are so many things related to the business infrastructure that need to be considered before expanding. In hindsight, while it may have been beneficial to be aware of the obstacles facing a multilocation operation, we may have decided not to even face those challenges had we known the effort it would take. And for that, we are thankful that we did not know.

How have you overcome those challenges?

The key to having a multi-location business is having systems in place so that team members can find answers to questions that

SUPPORT RYLAN

align with the business values. Having the conviction to invest in things like an integrated POS system is essential. Our goal is to stay customer-focused, so having a team that is knowledgeable and helpful to customers is vital in overcoming all of the challenges related to a second business.

What advice would you have for someone thinking about opening a second location or starting a second business?

Work on building systems now and take the time to test the ability of the existing location to be self-sustaining. If it's not there yet, go back to the drawing board and figure out how you can implement a better system that allows it to be selfsustaining. Once that is done, and if you know that you have a good product and/or service. Along with a good team that is focused on the customer, then it is just jumping in and taking the leap of faith, the rest will come naturally.

Fargo Phone Repair

Madison Phone Repair

2512 7th Ave S, Ste 6F, Fargo, ND

3817 E Washington Ave, Madison, WI 53714

701-237-1060

132 State St, Madison, WI 53703

fargophonerepair.com

608-616-0522

/fargophonerepair

madisonphonerepair.com /madisonphonerepair

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10 Questions

10

Questions ohn Machacek, Chief Innovation Officer for the Greater Fargo Moorhead Economic Development Corporation, has worked with countless startups throughout our community over the years. He knows their ups, and their downs, but most of all, he knows the questions to ask them. Here are John Machacek’s 10 questions for Crystal Nelson, Founder of Fargo Ergonomics and Alter Ergo.

By John Machacek Photo by Josiah Kopp

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01 Will you please tell us your Fargo Ergonomics and Alter Ergo elevator pitch?

Fargo Ergonomics and Alter Ergo provide both on-site and virtual ergonomic services and solutions for small to large businesses in all industries, to reduce and prevent musculoskeletal disorders and other work-related injuries.

Musculoskeletal disorders are softtissue injuries caused by sudden or sustained exposure to repetitive motion, force, vibration, and awkward postures.

These disorders can affect the muscles, nerves, tendons, joints, and cartilage in your upper and lower limbs, neck, and lower back.

02 Can you tell me more about the difference between these two brands?

If you are looking for a short answer, I would tell you that Fargo Ergonomics is a local company and Alter Ergo is a national company.

Fargo Ergonomics was established to provide ergonomic services in FargoMoorhead and the surrounding areas.

I also became a provider for the North Dakota WSI Ergonomic Initiative Grant Program after establishing the company Fargo Ergonomics. After doing a few ergonomic assessments I discovered there are a lot of questions that people have about ergonomic products and ergonomics in general which motivated

me to want to share about ergonomics even more. However, I had no clue how to do this. I have a medical degree, not a marketing degree. I think it was around 2019 when Mike Brevik with Cyberdogz Marketing encouraged me to start shooting videos to share my ergonomics tips with people. To be honest, I laughed at the idea of getting in front of a camera and pushed this idea aside. Getting in front of people seemed pretty scary. I remember doing a presentation in front of my class in the eighth grade and passing out because I was so scared.

After some cheerleading and convincing from my husband, I agreed to give it a try. Then shortly after this, you also recommended the same idea as Mike!

So with the three of you encouraging me to shoot ergonomic videos, I figured I should at least give it a shot to see what happens. I created a couple of videos on my own for Fargo Ergonomics. It wasn’t too bad—and I didn’t pass out!

Then the pandemic hit in 2020, and people were sent home to work in some pretty awful ergonomic conditions. I was getting many messages and calls from friends, family, and previous clients to help with ergonomic improvements. It was this that prompted me to create the company Alter Ergo to provide virtual ergonomic assessments. It started out with a simple website and Facebook page. It wasn’t until 2022 that I was able to start marketing Alter Ergo.

03 You mentioned the North Dakota Workforce Safety & Insurance ergonomic grant, which seems like a great program to support workplace health

and safety. What are the basic details of the grant program and the role you serve as a provider?

It’s a wonderful program that has been around for a while, but many aren’t aware of it. WSI’s Ergonomic Initiative Grant Program provides employers resources, including financial assistance to address ergonomic concerns. The purpose of the program is to reduce or eliminate cumulative-type injuries at the workplace. If ignored, what typically begins as minor aches or pains, has the potential to develop into costly claims.

This grant program is a great way to utilize funds for new ergonomic equipment in the workplace. Grant money varies between $5,000-50,000 and is dependent on your WSI premium.

The company must have a WSI account for at least one year and be in good standing. The grant money is used for 75% of an approved ergonomic purchase, up to your maximum grant award. Ergonomic equipment for this program must be approved by WSI before purchasing.

There are several of us providers throughout the state that help with this program. We are all qualified physical therapists or occupational therapists who have gone through an application process, following a request for proposal (RFP) to become a provider.

As providers, we visit the job site and complete an ergonomic assessment to identify potential or existing problems. We then provide ergonomic recommendations and interventions, assist with selecting appropriate ergonomic equipment, and provide ergonomic education and training. Each company that applies for the program has the choice to choose any provider they would like to make sure they are getting the help they need. If companies are unsure which provider to choose, it is completely okay to check out websites, social media pages, and even call providers to get more information if needed.

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10 Questions

04 What are the most common ways you assist a company and its employees?

Most of the time, I am on-site at various businesses completing one-on-one assessments to gather information about the work area, habits, and available equipment. I do provide some group training as well. Research, along with my experience, has shown that training is not as effective as one-on-one assessments.

I would say that 40% of my assessments are at offices and the remaining 60% are at warehouses, production facilities, dentist offices, manufacturing facilities, and with various other jobs such as electricians, plumbers, construction, mechanics, cleaners, etc.

When most people think of ergonomics, they often think of offices and posture.

In an office, this would include better ergonomic solutions for the employee such as desk and chair height, keyboard and mouse placement, lighting, monitor settings, and room layout. There is a lot more to ergonomics in all industries which includes physical, cognitive, and organizational ergonomics.

Physical ergonomics is the study of how people interact with their physical environment, such as furniture placement, workstation design, and lighting. The goal of physical ergonomics is to reduce fatigue and injuries by

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making sure the workplace is designed for comfort and efficiency.

Cognitive ergonomics is the study of how people interact with information such as user interface design, software design, and document design. The goal of cognitive ergonomics is to reduce error rates and increase productivity by making sure that the way information is presented is easy to understand and use.

Organizational ergonomics is the study of how people interact with their work tasks such as job design, workflow analysis, and task analysis. The goal is to reduce stress and make sure jobs are designed to be efficient and effective.

One thing that is not common for me is to get a kiss during an ergonomic assessment, but it happened once! I was helping a lady with her computer settings since she was complaining of eye strain and headaches. Once I got everything set to where she needed it to be, she immediately gave her new set-up a try. No less than a second later, she turned to me, grabbed my head with both hands, gave me the biggest kiss on my forehead, and said “You changed my life!” This story still makes me giggle. I love to make people happy!

05 What got you started on creating your own business to do this work?

In 2014, I had an opportunity to start my own business which was an outpatient physical therapy and occupational therapy clinic in an assisted living facility. I am an occupational therapist and I hired a physical therapist. I grew this company to three locations in the FM area. I have always been passionate about ergonomics since learning more about it in college. I enjoyed helping people with their therapy and rehab, but I also saw the value in educating people on ergonomics as a preventative measure. Soon after becoming a business owner, I decided to use my experience to create a niche business that I was already passionate about and one that would focus more on stopping the injuries that I had been treating for several years. I called it Fargo Ergonomics.

It was stressful managing two different businesses but at the same time, it was fun to see that a company like Fargo Ergonomics could grow in our area. It was my husband who started to notice that I was happier coming home from work on the days I worked at Fargo Ergonomics. I agreed. I loved it. After some tough discussions, I decided to part ways with the rehab industry and I went full-time with Fargo Ergonomics. I haven’t looked back since.

06 Your husband owns his own business as well.

How has it been with two entrepreneurs in the household?

In a nutshell, it’s definitely a roller coaster ride. It was more so in the beginning than now. We both started our businesses in the same year, close to the same time. I wouldn’t recommend starting two different businesses at the same time. We still talk about those early wild days with managing our businesses and taking care of our growing family, but we survived.

The first couple of years were by far the toughest. We scraped by for a while.

We had just moved into a new house, so we didn’t have home equity to work with for early business financing. We also decided not to ask our family for financial help either. Luckily, I was able to get a line of credit from a local bank so I could make sure my employees could get paid. It was frightening to see money going out and not coming in.

After six months of money going out, I finally got my first check to deposit into the bank.

On the upside, we have a better understanding of each other because we know what it’s like to be in the other person’s shoes. We can also refer to each other to discuss things and get

advice. Every once in a while, we have an opportunity to send business to one another as well.

07 What type of marketing strategies do you use to grow your business? I often see your videos on social media.

Well, I wouldn’t necessarily say that I have a formal marketing plan and strategy but I would say that my marketing strategy that has worked was hiring Brynn Wznick, first as a Communications Intern and now as the Communications Manager. Brynn is my marketing plan!

Much of the regional work for Fargo Ergonomics has come from word of mouth and referrals. Alter Ergo strategies have consisted mostly of getting content out there on social media and seeing what sticks. I have been fortunate that, to date, we haven’t really used paid boosts or sponsored ads. Short-form videos seem to get the most attention. The content for Fargo Ergonomics is mostly information with a little wit. Alter Ergo has all of this too but it is more entertaining. Brynn often comes up with ideas and we work on them together and learn from them.

We recently had a TikTok post that so far has about 750,000 views. I was surprised about the number of people

commenting and wanting to learn more about their ergonomic health.

I started dabbling with affiliate marketing links in the Alter Ergo social media accounts. Alter Ergo was qualified to be an Amazon Associate.

Once the account grows, we should be able to qualify to be a part of the Amazon Influencer Program. For now, our Amazon affiliate links are then posted in Linktr.ee with some of my favorite products, such as office chairs and small office items. If a reader clicks on the items to purchase them, Alter Ergo does get a portion of the sales.

Scan to view Linktr.ee

08 What are your hopes for the future of your business?

Ultimately, I want to continue to help people feel better and increase awareness of ergonomics. When people feel better, they are more productive at work. I’m just testing the waters on the national level with Alter Ergo and we will see how the efforts go.

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Right now, I’m in the early stages of working with a large national company to build out and test an ergonomics program for their company. If it goes well, I will work with them to implement it further in their other locations around the country.

09

10 Lastly, what can we do as a community to help you and Fargo Ergonomics & Alter Ergo succeed?

If you could go back in time to Crystal from several years ago, what hindsight advice would you give yourself?

I appreciate all the support so far!

However, if you are ready to address any ergonomic concerns or high injury rates or maybe you just want to be the best in your industry, I’m here to help you. A simple conversation or phone call to get started is always an option.

All of the stress, tears, and hard work are going to be worth it. You are stronger than you think you are and braver than you believe you to be. You will be living your best life, doing the job you love, with your biggest cheerleader, your husband, still by your side. Your family will be healthy, and you will still have a roof over your head. You will also have time to read, cook, exercise, play pickleball, take care of your house plants, and garden, and take a day off every now and again. The number of people who support you and believe in you will only continue to grow.

Fargo Ergonomics 1854 NDSU Research Cir N, Ste 47A, Fargo fargoergo.com /fargoergo @fargoergo /company/fargo-ergonomics

Alter Ergo youralterergo.com /youralterergo @youralterergo /company/youralterergo @alterergo @alterergo

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About John

WOMEN YOU SHOULD KNOW: EMPOWERED BY

Meagan Lewis

FOUNDER, MILK MADE CATERING 118

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By Arielle Windham | Photos by Gabriel and Carissa Photography

These Dreams Are Made of Cheese Who needs eight maids milking this holiday season when you’ve got Megan Lewis? The driving force behind Fargo’s Milk Made Catering, Lewis is an inspiring example for female entrepreneurs in the area as well as proof that success, like cheese, comes in many shapes, sizes, and flavors. It might take some perseverance, and there are bound to be some stinky/ sticky situations along the way, but it’s out there. As long as you keep an open mind and keep allowing yourself to grow, achieving your personally defined success is within reach!

Preaching the Word of the Curd Cheesemongering isn’t really a profession you’ll find on the walls of the career counselor’s office. In fact, outside of elves-and-wizards and chosen-one fantasy novels or history class, the title might seem a bit archaic.

It wasn’t where Lewis saw herself at first, either.

“I wanted to be a food stylist, working for a TV show or a magazine,” she said. “In order to do that, a culinary background was highly recommended.”

From culinary school, Lewis explored various styling opportunities through interior design, event planning, and retail. The wheel of cheese turned for her when a local retail boutique hired her to start a cheese program. This unique opportunity allowed her to dive deep into the history, culture, and story of cheese. Her love of cheese and food styling melted together into Milk Made, which she affectionately calls her “food baby.”

Lewis envisioned a mobile catering company that gave her the ability to

be both a mom and a businessowner.

Square One Rental Kitchen provided an appropriate space and an exciting community of local food entrepreneurs that were the perfect pairing to her cheese dreams.

“Square One is like a family,” she said. “You’re all in the same place, all hustling, and doing the same thing for your business. It’s like a built-in support system.” Which is huge for a small business. For Lewis, the Square One kitchen was more than just an incubator for her catering business. It's the foundation that has allowed her to grow from mobile catering, to selling artisan cheese at markets, to a food truck, and now, to a brick-and-mortar business.

“My business grew up with that sense of community,” Lewis said. “And now that we have our own space, we’re excited to do the same.”

The House That Cheese Built While the journey to a physical storefront might seem winding, Lewis is quick to remind aspiring entrepreneurs that you are the only one who can define your success. For her, any business venture needed to revolve around her role as a mom.

Starting in an incubator like Square One and letting her business take root before taking the next step didn’t make sense to everyone, but Lewis had faith in her vision and a clear idea of what success looked like for her.

“Everybody’s definition of success is different,” she said. “Don’t listen to what the social norms tell you what your business has to be. You have to

be okay with that societal definition of success looking different for you.

Starting a business is terrifying. It’s absolutely a leap of faith no matter who you are. The more you can go into it with a solid vision of what you want your life to look like... will affect your choices from day one of how you want to run your business.”

For Lewis, and most in the cheese industry, it’s not about the money. It’s about sharing their passion and the story of cheese.

Cheese, Please!

Milk Made’s brick and mortar opened at 612 23rd Street South in Fargo in early September. In addition to a cheese counter, the space gives Lewis room to offer classes and increase her catering capabilities. She is also excited to “pay it forward” for other makers in the community by hosting vendor popups.

“With starting at Square One, my business grew up with a deep sense of community,” Lewis said. “And now that we have our own space, we’re excited to do the same.”

Looking to impress guests at your next event? Lewis and her team are happy to help with customized charcuterie platters designed to please every palette. Visit milkmadecatering.com or stop by the shop for more information.

Milk Made Catering milkmadecatering.com /milkmadecatering @milkmadecatering @milkmadecatering

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Thrive in E-Commerce Strategies for North Dakota's Small Businesses to Compete with Retail Giants

By Julie Hinker, VBOC of The Dakotas Director Photo Courtesy of VBOC of the Dakotas

About the VBOC The Veterans Business Outreach Center (VBOC) program is designed to provide entrepreneurial development services such as business training, counseling, and resource partner referrals to transitioning service members, veterans, National Guard and Reserve members, and military spouses interested in starting or growing a small business. U.S. Small Business Administration (SBA) has 22 organizations participating in this cooperative agreement and serving as VBOCs.

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he rapid growth of e-commerce has revolutionized the way consumers shop and interact with businesses. This paradigm shift has presented both opportunities and challenges for small businesses, particularly in our home state of North Dakota.

In the face of retail giants dominating the online marketplace, it's important for small business owners in smaller states, like North Dakota, to understand the landscape and leverage strategies that allow them to compete effectively. While exploring the surge of e-commerce, this content will hopefully deliver actionable insights for local businesses to thrive in this dynamic environment.

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Understanding the E-commerce Boom

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E-commerce has experienced unprecedented growth in recent years, accelerated further by changing consumer behaviors, particularly post-pandemic. Retail giants have thrived in this landscape, leveraging their resources, infrastructure, and economies of scale to dominate the market. This has posed challenges for small businesses in North Dakota, which often lack the same level of resources and brand recognition.

Challenges Faced

by Small Businesses For North Dakota's small businesses competing with retail giants poses various challenges, such as: • Brand Visibility Small businesses often face a considerable challenge when it comes to establishing an online presence and gaining brand recognition amidst the sea of established competitors. In a digital landscape dominated by retail giants, breaking through the noise and capturing the attention of potential customers becomes a daunting task, requiring innovative marketing strategies and a robust online visibility plan.

• Logistical Hurdles The intricate web of shipping, handling, and inventory management can be a formidable obstacle for small businesses. From navigating the complexities of supply chain logistics to ensuring timely and cost-effective delivery, these businesses often grapple with the intricacies of streamlining their operations. Overcoming logistical hurdles demands a meticulous approach, emphasizing efficiency in every aspect of the product journey from the manufacturer to the customer's doorstep.

• Limited Resources Small businesses in North Dakota frequently find themselves operating within the constraints of smaller budgets, limited inventory, and a workforce that may not match the scale of larger corporations.

This resource disparity can impact various facets of the business, from marketing efforts to the ability to stock a diverse range of products. The challenge lies in finding creative solutions and maximizing the potential of available resources to compete effectively in the marketplace.

• Competition for Customer Loyalty The intense competition for customer loyalty is a significant hurdle for small businesses as retail giants often wield the advantages of offering competitive prices and expedited delivery services. Establishing a lasting connection with customers becomes an uphill battle when faced with the enticing deals and convenience provided by industry giants. Overcoming this challenge requires a strategic focus on customer experience, personalized service, and community engagement to build a loyal clientele despite the allure of the larger competitors.

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In the face of these challenges, there are strategic approaches that small businesses in North Dakota can adopt to compete effectively in the e-commerce realm: • Niche Differentiation: Capitalize on a niche market.

To successfully navigate the e-commerce landscape, small businesses in North Dakota can strategically leverage niche differentiation. By identifying and capitalizing on a specific market segment, businesses can distinguish themselves from retail giants. This involves showcasing unique products, providing personalized services, and emphasizing local expertise.

By catering to a niche audience, businesses not only create a specialized identity but also attract customers seeking distinct and tailored offerings, setting them apart from the mass appeal of larger competitors.

• Personalized Customer Experience: Offer personalized and attentive customer service.

A key strategy for small businesses is to prioritize a personalized customer experience. By offering attentive and tailored services, businesses can build strong relationships and foster loyalty among their customer base. This goes beyond merely

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completing transactions; it involves understanding individual customer needs, preferences, and concerns. Through personalized interactions, businesses can create a memorable and positive experience, encouraging repeat business and positive word-ofmouth referrals.

• Embrace Technology: Invest in user-friendly and responsive e-commerce platforms.

Staying competitive in the digital era requires small businesses to embrace technology. Investing in user-friendly and responsive e-commerce platforms is essential for providing a seamless online shopping experience.

Additionally, businesses should focus on optimizing their websites for mobile devices, ensuring accessibility for a broader audience. Alongside this, employing digital marketing strategies, such as social media campaigns and email marketing, enables businesses to reach a wider customer base, driving brand awareness and engagements • Leverage Local Strengths: Highlight the community aspect and local identity.

Recognizing and capitalizing on local strengths can significantly contribute to the success of small businesses. Highlighting

the community aspect and local identity in marketing efforts creates a sense of connection with customers. Participating in local events, collaborating with neighboring businesses, and actively engaging with the North Dakota community through social media will help strengthen this connection. By becoming an integral part of the local fabric, businesses can foster trust and loyalty among customers who value community engagement.

• Optimize Shipping and Logistics: Streamline shipping processes.

Streamlining shipping processes is paramount for small businesses seeking to compete with retail giants. Offering reasonable delivery times and costs is essential for customer satisfaction. Considering partnerships with local shipping companies can enhance efficiency, providing faster and more cost-effective delivery options. By optimizing shipping and logistics, businesses not only improve customer experience but also reduce operational costs, making their offerings more competitive in the market.

• Content Marketing and SEO: Create valuable, informative content.

Creating valuable and informative

content is a powerful strategy for enhancing online visibility and attracting organic traffic.

By producing content that resonates with the target audience, businesses can position themselves as industry authorities.

Implementing search engine optimization (SEO) strategies further improves online visibility, making it easier for potential customers to find the business through search engines. This dual approach of content marketing and SEO is crucial for establishing a robust online presence and driving sustained customer interest.

• Collaborate and Network: Engage in partnerships and collaborations.

Collaboration and networking are instrumental in expanding the reach and customer base of small businesses. Engaging in partnerships with complementary local and regional businesses can open new avenues for exposure.

By cross-promoting products or services, businesses can tap into each other's customer bases.

Actively participating in local business networks and industry events provides opportunities to forge valuable connections.

Through collaboration and networking, businesses can amplify their presence, enhance credibility, and foster a supportive business community.

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In the dynamic and ever-changing realm of e-commerce, small businesses in North Dakota encounter formidable challenges when contending with the dominance of retail giants. The disparity in resources and brand recognition might seem overwhelming, but the path to success lies in the adept execution of tailored strategies. By prioritizing differentiation through niche offerings, delivering personalized and memorable customer experiences, embracing cutting-edge technology, and actively engaging with the local community, these businesses can not only compete but carve out their unique space in the digital marketplace.

Adaptability is critical, as businesses must remain agile to respond to shifting consumer trends and technological advancements.

Innovation becomes a driving force, inspiring businesses to continually refine their approaches, enhance their offerings, and stay ahead of the curve.

Furthermore, a deep understanding of the local market nuances is equally important, as it enables businesses to cater to the specific needs and preferences of their local consumers. By combining these elements discussed above, our North Dakota small businesses can position themselves not just to survive, but to thrive in the competitive landscape of e-commerce.

Not only do our small businesses contribute to the economic vibrancy of the region but they also foster a resilient and interconnected business community across the state that is well-prepared to tackle the digital challenges that lie ahead.

VBOC of the Dakotas (701) 738-4850 und.edu/dakotasvboc /dakotasvboc @DakotasVBOC 4200 James Ray Dr Grand Forks, ND

AWESOME FOUNDATION GRANT AWARD WINNER

Two Feathers LLC In 2019 the Moorhead City Council voted to replace Columbus Day with Indigenous Peoples’ Day. Fast forward five years and 2023 saw the Minnesota Legislature replace Columbus Day with Indigenous Peoples’ Day as a state-recognized holiday each second Monday in October. History is being created new each day, not by idealized historical figures, but by everyday people.

Among them, 17-year-old Moorhead High School student, DJ Smith, who at age 12, was one of the presenters to the Moorhead City Council advocating in support of the change.

Since that time, DJ has continued to take note of the discrepancy between the educational information he has been learning in school and the indigenous teachings he has learned through his family. While DJ may have better access to information than most high school students—his mother and grandmother own and operate Two Feathers LLC, providing diversity, equity, and inclusion consulting for education, health care, and other professional settings, as well as keynote speeches like Indigenous 101: All the things

BY ARIELLE WINDHAM

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you didn’t learn in K12—he realized that many of his friends and fellow school students not only lacked accurate information but in many cases, believed that Native Americans were a people of the past which no longer exist.

What if, DJ wondered, there was a really great video with all the information included in Indigenous 101 that could be provided for free to teachers without access to accurate information or who don’t feel comfortable teaching Indigenous history, told by Indigenous people in the community? What if it was made by Indigenous youth and highlighted Indigenous history in the making that they want to see in schools?

With this idea, he officially joined Two Feathers, turning it into a three-generation family-owned Indigenous enterprise. DJ and his mother, Heather Keeler, are enrolled members of the Yankton Sioux Tribe, and his grandmother, Donna Keeler, is an enrolled member of the Eastern Shoshone Tribe.

“When this started, it was very much me and my mom,” Heather Keeler, co-owner of Two Feathers and DJ’s mother, said. “I’ve never pressured my kids to be a part of this, but DJ is seeing opportunities and brought this idea to me. I think any mom would love to be able to say that they’re building a business with their mom and their child. As indigenous people, we very much believe in the seven-generation connection and that each generation is kind of leading the way

and then picking up that and laying, more groundwork for a better world. I can help fact-check some of his information and connect him to some of the networks and resources I’ve built in this business, but he is taking steps to learn on his own. I love that instead of complaining about an education system he doesn’t see himself in, he’s finding a way to invest in his talents and try to make things better.”

With the video initiative, DJ will be building on skills he’s been developing capturing real life at Powwows and on reservations with still images and photography, as well as through the high school yearbook team, to incorporate the indigenous tradition of oral storytelling. DJ will be embarking on this new endeavor with more than the support of his family and their business. DJ and Two Feathers were named the October 2023 grantee of the Cass Clay chapter of the Awesome Foundation whose $1,000 gift will help provide funding for video editing classes to assist with the production of the video, and Two Feathers will partner with AM 950/Native Roots Radio to assist with the promotion and dissemination of the video and its contents once complete.

As Two Feathers’ business mission is to provide community resources, and quality resources are often expensive, the goal is to have a YouTube link accessible and free for teachers and community members to incorporate where appropriate.

Photo provided by Brandi Malarkey “I just love how this idea could be used in all different ways,” Heather said. “It can be used educationally for Indigenous Peoples’ Day and Native American Heritage Month, but parts of the video could be clipped and incorporated into some of the bigger keynotes that we do.

AM 950/Native Roots Radio can take short clips and share them on the radio, sharing them regionally in North Dakota, Minnesota, and Wisconsin. There are so many possibilities. I just love how this sets us up to go in the future. To me, this is what generational growth looks like— supporting my son as he steps up to lead the way and start something that could be wonderful.”

As a full-time high school student and athlete, the process of learning to create professional-quality videos will take time. However, DJ has taken advantage of November as Native American Heritage Month to begin the interviewing, setting the content creation in motion, and is working with AM 950/ Native Roots Radio which is providing him with media mentoring.

“At the end of the day, we just want our region to have resources to know how beautiful our culture is,” states Heather.

Don’t wait for the video to hear from Two Feathers LLC!

Two Feathers will be partnering with AM950/Native Roots Radio Network to produce a podcast launching in January 2024. Tune in!

twofeathersllc.com /TwoFeathersLLC

The Cass-Clay chapter of the Awesome Foundation awards a $1,000 gift each month for awesome ideas of all sorts. Grant recipients do not need to be associated with a nonprofit. Applications can be made at awesomefoundation.org/en/ chapters/cassclay.