Start Up 2023

aiming high for entrepreneurs

SMALL BUSINESS DEVELOPMENT CENTER’S FREE CLINICS SET TO AID STARTUPS

words by tom giffey

STARTING A NEW BUSINESS CAN BE A CONFUSING, COMPLICATED, AND EVEN COSTLY PROCESS. Imagine if professional advice was available on topics like starting up, financing, marketing, and expanding that business. Now, imagine that advice is free. Too good to be true, right?

Surprisingly, it is true: The Small Business Development Center at UW-Eau Claire provides a wide range of support services for entrepreneurs of all stages – and all of it is free.

“All of the consulting is no cost, one-on-one consulting,” said Luke Kempen, who directs the center.

Recently, the SBDC has undertaken an effort to expand its reach by planning a series of clinics – both in Eau Claire and across its multi-county region of western Wisconsin –aimed at bringing its services to even more entrepreneurs. Two of the clinics are planned for later this month.

Kempen said small business owners may feel more comfortable coming to a clinic than coming to an office. The clinic is meant to create a one-stop shop where clients can visit with several experts in quick succession.

“People feel less threatened in that environment,” Kempen said.

The clinics are made possible because of a team of eight UW-Eau Claire student interns who serve as small business consultants, working alongside the SBDC’s existing staff to work with even more small businesses.

The UWEC interns are funded by a Wisconsin Economic Development Corp. Workforce Innovation Grant received by the university. The funding will pay for interns through 2025.

Over the next few years, the interns will help the Small Business Development Center conduct 20 small business clinics across the region, including 10 in Eau Claire County (which were made possible

by American Rescue Plan funds from the county). The first of the new year will be in Eau Claire on Tuesday, Jan. 17, and will be at the SBDC office (221 W. Madison St., Suite 110A). A similar session will be held Wednesday, Jan. 25, in Menomonie at WESTconsin Credit Union (3333 Schneider Ave. SE). Both clinics will run 9am to 4:30pm and require attendees to sign up for slots online in advance.

The Small Business Clinics will offer one-on-one consulting with SBCD staff – including Kempen and his colleague, financial and marketing expert Harlie Juedes –and others, including an expert on QuickBooks and representatives of the Wisconsin Department of Revenue. Attendees can register online and set up 30-minute appointments to discuss questions about marketing, start-ups, financial, QuickBooks, or taxes.

Department of Revenue representatives will hold a presentation from 1-2pm, then will be available for halfhour appointments through 4:30pm.

Additional clinics will be planned later in the year, particularly in the

human resources, has been involved in organizing the clinics. Kind said working with small businesses over the past year has been a rewarding and eye-opening experience.

“I think that working in human resources it’s really important to be able to work with all kinds of different people,” she said. “It’s good prac-

ber it served annually before 2020. Kempen explained that awareness of the SBDC and what it does grew during the early months of the pandemic because the agency served as the “boots on the ground” for Small Business Administration programs, such as PPP loans. Having student interns has allowed the office handle the increased number of clients, helping entrepreneurs get assistance and students get experience. Last year, interns served 358 businesses, up from 229 in 2021.

summer. These clinics may include additional experts in area such as the law and order fulfillment.

Like all the assistance provided by the SBDC, the Small Business Clinics will be free.

Student intern Allison Kind, a UWEC sophomore majoring in

tice to be put on the spot.”

While the Small Business Development Center has been a fixture in Eau Claire for years, its own business has been booming recently for several reasons, Kempen said.

The Eau Claire office helped an estimated 500 clients in the just-completed year, roughly twice the num-

The business aided by the SBDC ranges from small retailers to app developers to garbage haulers. “Our client base runs all over the place,” he said. “Our clients run from needing a $10,000 loan to a $10 million loan.”

Learn more about the Small Business Development Center and its upcoming clinics by going to wisconsinsbdc.org/centers/eauclaire, finding it on Facebook, calling (715) 836-5902, or making an appointment to visit its office at 221 W. Madison St., Suite 110A (in the West Riverside Building).

“ALL OF THE CONSULTING IS NO COST, ONE-ON-ONE CONSULTING.”

– LUKE KEMPEN, SMALL BUSINESS DEVELOPMENT CENTER

what’s your plan?

WISCONSIN GOVERNOR’S BUSINESS PLAN CONTEST IS LOOKING FOR SOME GOOD IDEAS

words by v1 staff

DO YOU HAVE A GREAT IDEA FOR AN APP?

Or perhaps a new piece of technology or a new process that will change not only the Badger State but the world? Then the Wisconsin Governor’s Business Plan Contest is for you. The contest, now in its 20th year, is accepting entries online through Tuesday, Jan. 31.

Finalists that emerge from the multistep competition, which concludes in June, will be eligible for thousands of dollars’ worth of cash and service prizes.

“The contest is designed to encourage entrepreneurs in the startup stage of tech-based businesses in Wisconsin,” the contest’s website states. “It links up-and-coming entrepreneurs with a statewide network of community

resources, expert advice and mentoring, management talent, and possible sources of capital.”

Winners in the 2022 contest shared in more than $125,000 in prizes, while since 2004 prizes have reached a total value of $2.5 million (including legal, accounting, and marketing services and office space). What may be ever more valuable, however, is public and media exposure received by winning startups.

Categories in the contest are Advanced Manufacturing, Business Services, Information Technology, and Life Sciences.

The contest is open to Wisconsin residents 18 and older, teams from Wisconsin-based businesses or organizations, as well as businesses

and teams from outside the state who “demonstrate intent to base or expand their businesses in Wisconsin.” Companies or individuals must not have received angel investment for their business plans in their current form.

Phase 1 of the contest is open until 11:59pm Tuesday, Jan. 31. According to the contest website,“Entries should be roughly 250 words and will be graded by the pool of BPC judges. The top 50 idea abstracts will advance to Phase 2.”

The second and third phases winnow the field further, and require contestants to supply greater details about their startups. Finally, the top 12 entries, the so-called “Diligent Dozens,” will make live presentations at the Wisconsin Entrepreneurs’ Conference in June. Major sponsors of the contest include the Wisconsin Economic Development Corp.

Learn more about the contest and how you can enter at govsbizplancontest.com.

right from the start

ROYAL CREDIT UNION BUSINESS BANKERS LIKE BLAKE WILLSON AND TONY WILLKOM CAN HELP SMALL BUSINESSES AT EVERY STAGE

“I HEAR THINGS LIKE ‘I DON’T KNOW WHERE TO START’ ALL THE TIME,” SAYS BLAKE WILLSON OF ROYAL CREDIT UNION. As business banking officers with Royal, Willson and his colleague Tony Willkom are well-positioned to help entrepreneurs find the starting line and answer their financial questions, whether they are just starting out or are expanding their businesses to meet new opportunities. We asked Willson and Willkom what business owners should know before approaching a financial institution, how to avoid common financial pitfalls, and the advantages of working with a community based institution like Royal Credit Union.

WHAT SERVICES DOES RCU OFFER TO PEOPLE WHO ARE JUST STARTING THEIR OWN BUSINESSES?

For new businesses, RCU can help set up your business accounts, online/mobile banking, lending services, and more. We also are happy to provide our time, energy, and knowledge as a trusted advisor.

One of the most important things for someone just starting out is knowing where to get answers to your questions, and those relationships that we’ve built where we’re able to answer questions or point someone in the right direction knowing that they’re getting good advice and learning those next steps are some of the most rewarding aspects of working with startup businesses.

When people take the time to work on understanding the different aspects of getting their new business off the ground, they are that much more informed and engaged with these pieces of their business. We know that not everyone has the experience and knowledge with something like business banking, so that’s where Royal comes in. Even if it’s just a conversation to say, “Here’s what we have, here’s what we would look at to benefit you, here’s another resource for this type of question.” Royal is happy to have those discussions and really get to know your needs and listen to your story.

BEFORE VISITING WITH A FINANCIAL INSTITUTION LIKE RCU, WHAT THINGS SHOULD ENTREPRENEURS KNOW?

For opening a deposit account like a checking account, you’ll need to make a few decisions before you’re actually ready to open your account. Essentially, you need to create a legal business entity before you can complete the paperwork to open an account. This usually means choosing whether you’re going to run things as a sole proprietor, a partnership,

an LLC, or a different business structure. You’ll also want to register your name with your state office. In Wisconsin, that’s the Department of Financial Institutions. This is important because you need to be sure that you aren’t using the same name as an already established business. One of the last steps is to get an Employer Identification Number, or EIN, or else choose to use your own Social Security Number if you’re a sole proprietor. The way you approach these decisions will have a big impact on things like taxes and record keeping for your business, so it’s important to do your homework during this stage of your business journey! Take your time and talk to people and get the answers to your questions about the pros and cons of different paths forward. Once you have your business entity created, that’s when you’re ready to open your business accounts or look for a business loan.

ARE THERE COMMON MISTAKES THAT FIRST-TIME ENTREPRENEURS MAKE THAT CAN BE EASILY AVOIDED?

One of the most common mistakes we see when starting out with a business idea is timing. Many entrepreneurs are eager and excited to get going right away, but everything takes time. Setting up a business entity, building out your business plan, and finding a team of trusted advisors all can take weeks, not days. Our advice is to be patient and make sure you really understand your options with each decision you face. Taking more time in the beginning to set yourself up for success in the long

run usually pays off.

We’ve all heard the story of the friend who came up with a great idea while sitting around the campfire or scribbled their idea on the back of a napkin and the rest is history, but the part that gets left out is that it took a while for the pieces to fall into place, and it takes a lot of learning to get to the destination. If that business opportunity is truly that time sensitive where you can’t take the time to fully understand how it will work, is it still going to be a good business in the long run? Then think about this same question from the perspective of a lender: If I was a business banker, would I get behind my business and offer financing?

WHAT ARE THE ADVANTAGES OF WORKING WITH RCU?

Royal has a dedicated team of business bankers focused on helping entrepreneurs and small businesses. You have the opportunity to work with a business banker who specializes in smaller financial relationships and who can provide the answers to a lot of your questions from the lens of a startup or newer business. Business bankers at Royal are also very available – a lot of our time is spent talking to our business Members and getting to know them, we’re always a phone call or email away. This is very different from a one-size-fits-all relationship that you might get somewhere else.

Reach Blake Willson at blake.willson@rcu.org or (715) 8555450. Reach Tony Willkom at anthony.willkom@rcu.org or (715) 833-8224. Learn more about Royal’s business banking services at rcu.org/business-banking.

TONY WILLKOM

BLAKE WILLSON

passing the torch

SUCCESSION PLANNING KEY TO FAMILY-OWNED BED, BATH & DRAPERY SHOP

words by barbara arnold • photo by andrea paulseth

ON SUNDAY, JAN. 1, just as smoothly, quietly, and effortlessly as the automated, motorized window coverings he sells, Larry Kleist – owner for the past 28 years of Bed, Bath & Drapery, 3475 E. Hamilton Ave. – turned over the keys of the store to its new owner. He didn’t need to go far. In fact, he handed them across the kitchen table to his daughter Susie Kleist, adding the store now to the list of woman-owned businesses in the Chippewa Valley.

For entrepreneurs, starting a business –whether family-owned or not – is risky. Data from the U.S. Bureau of Labor Statistics shows that only 25% of new businesses make it to 15 years or more. A business succession plan ensures that a family-owned business, whether large or small, will continue to run successfully once the owner, founder, or leaders leave for whatever reason.

“I was looking to retire or semi-retire and was looking for someone to sell the business to,” shared Larry via email. “Susie and I had not talked about succession planning in recent years until the end of year 2021 into 2022. Susie’s retail career had taken off, and she was enjoying what she was doing.”

“COVID changed a lot for me,” shared Susie via email. “Although I loved working for Ulta Beauty corporate, at the time I left, I was working mainly from home as our corporate offices had only just returned to a hybrid-model in April 2022, and I was on back-to-back video calls from 8 to 5 daily.

“I knew I needed a change from corporate life,” she continued. “Since moving back to Eau Claire in July 2022, I’ve enjoyed working with customers directly again. Family has always been important to me, so it is great being near them again. And I’m enjoying rediscovering the Chippewa Valley as the area has changed a lot in the 20 years since I lived here.”

Bed, Bath & Drapery is a locally owned and operated, full-service decorating store that provides free in-home or business consultations for custom window treatments. The store is unique because it is the only store in the area with custom window treatments as its main product line.

According to both father and daughter, with the transition, “customer service will remain our No. 1 priority. Our goal is to offer a quality product at a fair price with professional installation and service before, during, and after the sale that is above the competition. We have a great team, which prides itself on knowledge and expertise and helping our customers find the perfect solutions for their window treatment needs, so no changes there.”

One could say that working in retail is in the Kleist family’s blood. Both father and daughter rose through the ranks and gained their experience in other retail businesses.

Larry, a baby boomer and Blugold, graduated from UW-Eau Claire in 1972 as a high school social studies teacher, and although he student taught, he was offered a management training position at Prange Way in Eau Claire. He spent the next 22 years rising through the ranks gaining experience in the corporate buying office, then managing stores in Madison and Chippewa Falls, before opening the new Prange Way store at London Square Mall in Eau Claire in 1988, which he managed until 1994.

In May 1994, Larry bought Bed, Bath & Drapery from its previous owner who was looking to sell and retire. The shop was then at 1402 S. Hastings Way.

“At that time, ready-made bedding (bedspreads and comforter ensembles) and ready-made window treatments were our primary sales followed by custom window treatments,” he shared. “This has shifted over the years, and now the biggest

portion of our business comes from custom window treatments.”

Larry will stay involved to ensure a seamless transition by sharing his experience and expertise. “I am most proud of the relationships I’ve built, both professionally and with my customers, that have been maintained through my 28 years,” he shared. “I look forward to maintaining these relationships moving forward in my reduced role.”

Susie, a millennial/Gen Yer and a Badger, graduated from UW-Madison in 2006 with a degree in Consumer Science-Retailing. She started her retail career at the family business. “I would come in and hang out with my dad and fold towels or do other small tasks,” she shared. “I officially started working nights and weekends in high school. In 2003, my final summer working there, the store relocated to its current location, and I did the purchasing of the in-store goods to fill it.”

Throughout college, Susie worked at Boston Store in Madison and did a management training program there. After graduation, she was promoted to a sales manager at Younkers in Appleton, then became a store manager for Ann Taylor LOFT in Madison. She was general manager at Ulta Beauty in Madison and Pleasant Prairie, then was transferred into a corporate role where she traveled nationwide opening new Ulta Beauty stores. From there she was promoted to a project manager role at Ulta Beauty headquarters in Bolingbrook, Illinois, and then again promoted to a corporate supply chain manager role. Overall, she worked eight years at Ulta Beauty, four of them in corporate positions.

“My dad has done a great job of building a successful store in our community,” shared Susie. “I plan to keep the overall business model the same. I’m sure there will be small changes as the business environment evolves, yet our customers should continue to expect the same great product and service level they have had for the last 28-plus years. I have very big shoes to fill and am honored to be able to continue my dad Larry’s legacy and keep the business family-owned and now woman-owned, too.”

Visit Bed, Bath & Drapery at 3475 E. Hamilton Ave., Eau Claire, or online at Facebook or bedbathanddrapery.com.

“I KNEW I NEEDED A CHANGE FROM CORPORATE LIFE.”

– SUSIE KLEIST, ON TAKING OVER THE FAMILY BUSINESS

Share of new U.S. businesses that make it to 15 years or more, according to the U.S. Bureau of Labor Statistics.

LARRY & SUSIE KLEIST

a gouda partnership

SECURITY FINANCIAL BANK + MARIEKE GOUDA: THE COMMUNITY BANK HELPING SMALL BUSINESSES MAKE IT BIG

THE BIGGEST CHALLENGE FOR ENTREPRENEURS WITH A GREAT IDEA IS OFTEN FINDING A FINANCIAL INSTITUTION THAT WILL BACK THEIR VISION. But for Security Financial Bank (SFB), helping entrepreneurs pursue their dreams is what they are all about.

Take it from Marieke Penterman, founder of Marieke Gouda, a local – and national – favorite for all things cheese, who got her business off the ground thanks to support from SFB, a local community financial institution.

Before the numerous national awards and dozens of retailers across the country, Marieke was chasing the Marieke Gouda dream, and it wasn’t without its struggles. After hitting a wall with a previous lender, she and her team knew they just needed a partner who would believe in their dream. That’s when Security Financial Bank stepped in.

“We needed a lender that would not only be a partner in the good but especially in times that you need them when things are not going so well,” Marieke explained. “In SFB, we not only found a partner that are experts in their field but want to learn about your business –and even more importantly, the people that are behind it.”

Marieke recalled being surprised by initial conversations with SFB when they not only asked her and her team about the overall company and financials, but they also inquired about their goals and values. By their second meeting, Marieke realized Security Financial Bank was the right partner.

“We realized we weren’t just a number,” she said. “When I mentioned that I wanted a partner for those tough times, SFB has proven to be that partner.”

From Marieke Gouda’s startup phase to times when milk prices were low and feed prices were high to the COVID-19 pandemic, Marieke has realized SFB is who her business will “grow old” with.

“We went through a lot together and the moment I, and the team, realized we wanted to grow old with SFB was when times were tough and the CEO came to visit. His first question was not about cashflow or other financials topics, but ‘How are you guys holding up?’” Marieke recalled.

Curt Van Auken, president of SFB’s Eau Claire

market, emphasized the importance of customer care. “Customers know they’re important here,” he said. “I work with not just businesses, but the people behind the businesses – the owners and employees.”

Many entrepreneurs and businesses looking for lending partners find themselves in similar situations to Marieke: hitting a deadend with a lender and feeling stuck or not knowing how to make their business dreams a reality. Security Financial Bank’s experts, like Curt, make it a priority to lay out the logistics, answer any questions, and get to know clients to ensure those dreams reach fruition.

Starting a business is no small feat, and neither is laying down the groundwork. When Security Financial Bank was originally founded more than 85 years ago in Durand during the Great Depression, it was done by local business owners and farmers who knew that. Since then, SFB has grown to more than $850 million in assets with locations stretching from the administrative office in Eau Claire, to Bloomer, Durand, Alma Center, Black River Falls, Ladysmith and River Falls.

Curt explained initial meetings between entrepreneurs and SFB begin with an introductory meeting. “The first meeting is to understand each other and for us to answer any questions, make a list of things we might not be able to answer, go back and find them, and provide it.”

Then SFB can begin laying out a business structure, like putting together a pricing model, working through a banking proposal tailored to each client’s situation, and continuing to answer questions clients have.

“A lot of people say, ‘What are the rules here?’ I say, ‘This isn’t about us, this is about you and what you want,’” Curt said. “We certainly work within governmental guidelines, but it’s not our way or the highway. We design each proposal and plan based on the client. We’re not bringing what we think a customer might want. We’re bringing in what we know they want because we built it all together.”

THREE TIPS FROM CURT VAN AUKEN

1. KNOW WHAT YOU’RE GOING TO DO AND HOW YOU’RE GOING TO DO IT.

With a bank-wide goal of being the best business and agriculture bank in the market, SFB are the Bankers Who Believe in You. Marieke’s dreams continue to grow as well as she is set to open The House of Gouda in Eau Claire next month. The new retail storefront will feature custom charcuterie boards featuring cheeses, meats and other treats. You can bet the Security Financial Bank staff will be there cheering her on.

2. WORK WITH EXPERTS TO CREATE PROJECTIONS & CONFIRM FEASIBILITY.

3. SEEK AS MUCH INDUSTRY KNOWLEDGE AS YOU CAN. SFB MARKET PRESIDENT

To learn more about how SFB can help your business, visit www.sfbank.com or call (715) 833-7685. Member FDIC. Equal Housing Lender.

HOUSE OF GOUDA IN EAU CLAIRE

MARIEKE PENTERMAN

the launchpad for your business – and more

TOYVENTIVE AND DOZENS OF OTHERS KNOW COLAB AS THE ENTREPRENEURIAL HUB OF THE CHIPPEWA VALLEY

LOCALS LIKELY RECOGNIZE COLAB FOR ITS PLETHORA OF ENTREPRENEUR-FOCUSED EVENTS AND ITS AESTHETIC AND EFFICIENT COWORKING SPACE in downtown Eau Claire, but small businesses and local entrepreneurs know CoLab as the go-to for all things business resource-related. Local Tomi Stoyanova got her own company, ToyVentive, off the ground back in 2018 at CoLab and hasn’t looked back since.

Prior to starting ToyVentive in 2018, Tomi had a successful career in human resources before stepping back to be a stay-at-home mom. This is when she discovered how fantastic educational toys are for little humans. After completing some of her own product research and design, she jumped headfirst into ToyVentive with help from CoLab, utilizing its original space and its longstanding connections to the Economic Development Corporation, the City of Eau Claire, and more, to get her business off to a running start. ToyVentive’s first product is now an Amazon Bestseller toy with more than 15,000 reviews.

Since then, Tomi and ToyVentive have been progressing right alongside CoLab, now having her own office in the new CoLab space on Barstow Street and the ToyVentive team growing with three additional employees who also utilize it. With such exponential growth in just its first few years in business, Tomi said ToyVentive could not have grown into what it is without the vital launchpad CoLab provided.

“Initially, I remember thinking, ‘I’m not very good at this,’” Tomi recalled, laughing. “I just didn’t know how to do online marketing or things like that, and it took me years to know what I know now. I took full advantage of the trainings at CoLab, like the entrepreneurial training done by UW-Eau Claire, and I found my bank, Northwestern Bank, through CoLab.”

Tomi also learned about and participated in the Economic Development Corporation’s Business Idea Challenge where she was a semi-finalist, utilized the Small Business Development Center to view projection numbers and nail down accounting for ToyVentive, and even talked about brochure designs and gained advice from the CoLab team in her initial years.

Plus, much of the beauty of CoLab is in its coworking model. Individuals and teams from all different careers and companies can work in the same space and get energized meeting other like-minded people in their thriving shared workspace.

“CoLab was the perfect space for me back then when I really just needed to be able to go to a location that already provided the things I needed, like a furnished, professional space to work, WiFi, a printer, conference rooms, and fresh coffee – which I definitely needed,” she said.

While CoLab is preparing for their mid2024 move into an even cooler, larger space at the old Antique Emporium building in downtown Eau Claire, the hub continues to serve the Chippewa Valley’s small biz and entrepreneurial community. Offering up their coworking space to hangout and organically network, things like their breakfast- and pizza-break events make it that much easier to thrive.

“CoLab has a great working relationship with all the players in our entrepreneurial ecosystem, so we can offer those connections and resources,” Adam Accola, CoLab’s Community Manager, explained. “We want to be the front door for people who want to get connected to the other go-to’s.”

Get goin’ at CoLab (131 S Barstow St., Suite 202) with a single-day pass or a membership, the full range of options available at colabec.com, or email at hello@colabec.com.

COLAB MEMBERSHIPS

SINGLE DAY PASS: $20

ACCESs TO NON-RESERVED WORKSPACE SEATING

FLEX MEMBERSHIP: $120/MONTH

ACCESs TO NON-RESERVED WORKSPACE SEATING, ADVANCE BOOKING OF PHONE ROOMS + CONFERENCE ROOMS, AMENITIES LIKE FREE COFFEE, PRINTING ETC.

DEDICATED MEMBERSHIP: $300/MONTH

YOUR OWN SIT-STAND RESERVED DESK AT COLAB, LOCAKBLE STORAGE BESIDE IT, 24/7 KEY FOB ACCESS, PLUS BENEFITS INCLUDED IN FLEX

*MORE OPTIONS AVAILABLE AT COLABEC.COM*

TOMI STOYANOVA, FOUNDER OF TOYVENTIVE

creating lasting relationships

WEST CONSIN CREDIT UNION IS INSPIRING BETTER FOR THEIR MEMBERS AND EMPLOYEES

WESTCONSIN CREDIT UNION IS JUST AS COMMITTED TO ITS EMPLOYEES AS IT IS TO ITS MEMBERS AND THAT SHOWS IN THE NUMBER OF EMPLOYEES THAT HAVE BEEN WITH THE COMPANY FOR MANY YEARS.

Four out of the seven WESTconsin’s Chief Officers – Lora Benrud, Stephanie Rasmussen, Jerilyn Kinderman, and Niki Yarrington – have been with the company for several years.

WESTconsin’s current CEO, Lora Benrud, started as a part-time teller 38 years ago, right out of college. She has worked in several different capacities in the company including member service, office supervision, human resources, and as the Chief Financial Officer (CFO) for 15 years. Now, Benrud is in her ninth year as the first female CEO in WESTconsin history.

“I am thankful for the many experiences I have had here,” Benrud said. “The things I learned in my earlier years have helped me with what I work on today. Working in these different jobs has shown me that we need kind, caring, and engaged employees in all positions to serve our members, communities, and each other.”

Previously working at other financial institutions, the current CFO, Jerilyn Kinderman, joined the team in 2014 because of WESTconsin’s financial strength and reputation – but also because of the positive work environment she discovered.

“I remember the second interview I had and I walked out going, ‘I want to work with these people,’” Kinderman said. “There’s good energy, there are good vibes, that was the moment that it felt right.”

Niki Yarrington is the Chief Talent Officer and works heavily with WESTconsin employees across the company. Starting as a human resource manager with the company 19 years ago, Yarrington sees firsthand how every member and employee are treated like family.

“We really take pride in helping individuals with whatever their needs are and treating each member as an owner in the business,” Yarrington said. “No need is too small or too big, they’re all treated the same.”

The Chief Experience Officer, Stephanie Rasmussen, takes pride in the fact that there are so many women in higher level roles in the company and said how heavily ingrained

in the WESTconsin culture it is to have the best of the best on their team.

“The cool thing is we don’t necessarily think about it,” Rasmussen said. “We’re proud of it and we know that we’re forging a path for other women, but overall we don’t think

ple, but we know the importance of family,” Kinderman said. “I think as a woman that helps us meet our goals and get to where we want to go. I think it just nurtures development all around, not just for women but for everybody.”

Whether you’re looking to become a member within the credit union or thinking of joining the WESTconsin team in any capacity, you’ll be met with friendly and hard-working individuals who are passionate about the community and people they meet along the way.

about it much which means it really is just part of our culture.”

Employee retention is also high because WESTconsin believes in the power of promoting from within and their commitment to a “life-work” balance, where the heaviest concentration for employees is on their families.

“We have hard-working and talented peo -

“Behind every member is a story,” Rasmussen said. “It’s somebody’s dream, somebody’s plan that we helped make possible and that’s something we take very seriously here at WESTconsin.”

To learn more about WESTconsin Credit Union, you can go to westconsincu.org, call them at (800) 924-0022, or visit one of their many locations across Western Wisconsin.

JERILYN KINDERMAN

STEPHANIE RASMUSSEN LORA BENRUD NIKI YARRINGTON

“NO NEED IS TOO SMALL OR TOO BIG, THEY’RE ALL TREATED THE SAME.”

– NIKI YARRINGTON, CHIEF TALENT OFFICER AT WEST CONSIN CREDIT UNION

a place to call home

CHIPPEWA COUNTY ECONOMIC DEVELOPMENT CORP. ENCOURAGES ENTREPRENEURS, HELPS EXISTING BUSINESSES GROW

IT’S NATURAL AT THE START OF A NEW YEAR TO ASSESS WHERE YOU’RE GOING BY LOOKING AT WHERE YOU’VE BEEN. For economic development in Chippewa County, all the recent indicators point to continued growth in 2023, adding to the diverse business environment that makes the county attractive for new entrepreneurs and longtime businesses alike.

Charlie Walker, president and CEO of the Chippewa Economic Development Corp., notes that many factors are positive indicators for the future, including the abundance of applications for the HATCH Business Pitch Competition, growing interest in mentoring groups for entrepreneurs, expanding listenership for the EDC’s podcast, and continued expansion by established businesses in the county.

“That all points to a solid entrepreneurial growth in the community,” Walker said.

“For 35 years plus, CEDC really has changed to meet the market,” he added. “The last

A GOOD PLACE TO START

The Chippewa EDC was formed in 1987 to create a unified approach for economic development in the county, and since then it has focused on attracting, retaining, and expanding businesses.

For the past five years, the EDC’s entrepreneur-promoting efforts have included the HATCH Business Pitch Competition, a regional Shark Tank-style event conducted with the help of a variety of stakeholders, including UW-Eau Claire, Chippewa Valley Technical College, and the Eau Claire Area Economic Development Corp.

The most recent competition, held in December, drew 28 applicants, up from 19 the prior year.

“When you see that much competition for applications going in and you only have so many slots, it tells you there’s something going on,” Walker said.

The EDC help startups in many other ways, from offering free business consulting and sponsoring three mentorship

to help them with their business plan and to bounce ideas off of them. That’s powerful.”

For several years, Walker has also hosted the BEAR Discussion Podcast (“BEAR” stands for “Business Expansion and Retention”), which frequently interviews entrepreneurs. “The whole purpose of the podcast is to get people who are thinking about starting a business – who are starting that journey – to tell their stories, to vent, to get motivated,” he said.

College and even youth apprenticeship programs that get middle and high school students interested in careers.

“Those labor pipelines are solid and they continue to produce,” Walker said, which is among the reasons employers continue to gravitate to – and grow in – the Chippewa Valley.

In recent years, he noted, numerous businesses have expanded in the county, including Premium Waters, Mason Companies, Hewlett Packard Enterprise, and more.

couple of years it’s been about talent. Now it’s about affordability.”

And it is the area’s continued affordability that is a big driver of talent to the area: The availability of good-paying jobs and the comparatively low cost of living – as well as the profusion of outdoor opportunities and other quality of life factors – help make Chippewa County and the broader Chippewa Valley attractive for employees and entrepreneurs.

groups for entrepreneurs, to assisting them with financing and referrals. It will even set up meetings between entrepreneurs and successful businesses. “There are business leaders in Chippewa County that will spend an hour of their time with a business startup,” he said. “Now, I don’t think there’s many places in the country that an entrepreneur startup can get face time with the president/CEO of some of the strongest companies in the Chippewa Valley, and only

A GOOD PLACE TO GROW

Retaining existing businesses and helping them thrive is also one of the Chippewa EDC’s major roles. Walker said the agency frequently conducts business retention visits with existing firms to discuss their goals and needs, with often come down to attracting talent.

One of the region’s biggest assets in this regard is its educational institutions, Walker said, including local universities, Chippewa Valley Technical

“It’s just a great community, and that’s because of its diversification,” Walker said. “We don’t have all of our eggs in one basket, and that’s done deliberately.”

Learn more about the Chippewa Economic Development Corp. and economic opportunities in Chippewa County online at chippewa-wi.com, by calling (715) 7237150, emailing staff@chippewa-wi.com, or by visiting their office at 770 Technology Way, Chippewa Falls. You can also find them on Facebook at www.facebook.com/ ChippewaEconomicDevelopmentCorp.

“FOR 35 YEARS PLUS, CEDC REALLY HAS CHANGED TO MEET THE MARKET.”

– CHARLIE WALKER, CHIPPEWA ECONOMIC DEVELOPMENT CORP.