As we said in the Army, by the numbers. And the number of small business owners, startups, micro-business owners, and entrepreneurial folks in Rock County is truly astonishing.

As a Rock County resident, I always knew we had an amazing startup ecosystem in Beloit—Irontek, Gener8tor's gAlpha and gBeta programs, and the entrepreneurial energy surrounding Beloit College.

But what I didn’t realize was how equally tight-knit and ambitious the small business community is in downtown Janesville. And I certainly wasn’t prepared for the hidden gem that is the Janesville Innovation Center—an affordable, accessible resource for startup companies looking for office or manufacturing space.

I signed my contract with the Small Business Development Center in February 2024, after two phone calls from my predecessor, Kathryn (she is an amazing consultant out of UW-Parkside now), and a conversation with the State Director of Strategic Projects for the Office of Business & Entrepreneurship, Colleen. I said yes to helping the county.

What started as a 20- to 25-hour-a-week commitment—balancing my own businesses while supporting others—quickly grew. I saw a huge appetite for education and support among Rock County business owners, and before I knew it, those 20-25 hours turned into 28, then 30, then 32 hours a week. You get the point. :)

I was meeting with three to eight businesses every single day, covering every corner of the county, mostly frequenting coffee shops like Blue Collar Coffee Shop in Beloit, Havana Coffee and Mocha Moment in Janesville, all to feed my coffee addiction while I provided supprt. And the local libraries in Milton, Janesville and Beloit really showed up at hubs for meetings... Basically Wherever an entrepreneur needed support, I showed up.

My role wasn’t just about answering questions or filling out paperwork—it was about personally helping business owners stabilize, scale, and seize opportunities.

Some needed guidance on financials, others on SEO, digital marketing, business planning, and grant writing. Some were just starting, while others were navigating growth challenges.

I’m incredibly thankful for the time I spent as Rock County’s dedicated SBDC consultant—and the businesses I worked with should be just as proud of what we accomplished together.

... Now, let’s talk numbers.

TL:DR (too long didn't read)

Key Performance Metrics: 2024 Year-End Impact

Through my work with the Rock County SBDC, I delivered tangible results across business development, financial literacy, and economic growth. The numbers reflect a significant demand for small business support, as well as the effectiveness of my outreach, consulting, and educational programs.

Consulting & Business Support Impact

✅ 31 new businesses created!

✅ 260 one-on-one consultations provided, exceeding the annual goal by 208%.
✅ 827 total consultation hours delivered, achieving 83% of the annual target.
✅ 61 businesses received targeted marketing and financial literacy support (100% goal completion).
✅ 41 businesses assisted with bookkeeping implementation, strengthening financial management skills.

Workshops & Community Engagement

📈 85 entrepreneurs attended online marketing workshops, surpassing the participation goal by 280%.
📅 16 community outreach events hosted, connecting businesses with vital resources and mentorship.
🔗 111 stakeholder referrals received, significantly exceeding expectations (178% of the goal).

Geographic Reach Across Rock County

I worked with businesses across the county, ensuring support reached both urban and rural entrepreneurs:

• Beloit – 32.31%

• Edgerton – 4.62%

• Evansville – 3.46%

• Janesville – 50.38%

• Milton – 6.54%

Supporting Diverse Business Structures

I’ve worked with a variety of business entities, tailoring support to meet each company’s unique needs:

• Sole Proprietorships: 16

• LLCs: 52

• Partnerships: 4

• S-Corporations: 12

• Nonprofits: 16

Diversity & Inclusion: Expanding Opportunities for All

A key focus in 2024 was ensuring equitable access to business resources for entrepreneurs from diverse backgrounds:

👩‍💼 Women-Owned Businesses: 56.2% of clients.
🌎 Entrepreneurs of Color Supported:

• Black: 18.5%

• White: 70.2%

• Asian: 1.7%

• Native American: 1.1%

• Hawaiian/Pacific Islander: 0.6%

• Minority Non-White/Hispanic: 29.2%

The Bigger Picture: A Thriving Rock County Business Ecosystem

These metrics reinforce the critical role of my work in fostering entrepreneurship, strengthening business resilience, and driving economic development across Rock County. By providing customized support, financial literacy training, and strategic business consulting, I have helped entrepreneurs launch, grow, and sustain their businesses, ensuring continued momentum for 2025 and beyond.

🚀 With strong engagement and proven impact, Rock County's small business ecosystem is thriving—positioned for even greater success in the years ahead.

Quarter-by-Quarter Review of 2024

Q1 2024: Laying the Foundation (February – March)

The transition into the Rock County SBDC consultant role in early 2024 was both fast-paced and deeply engaging. With support from Kathryn Jackson (who transitioned to the SBDC at UW Parkside), I inherited a dedicated client base and a strong foundation for our work in the community.

As a Rock County resident and experienced entrepreneur, I was eager to bring fresh energy, strategic insights, and hands-on experience to support small business owners across the county.

I spent my first weeks understanding the key stakeholders, local resources, and entrepreneurial trends that shape the county’s small business landscape. This helped me tailor my approach to better serve businesses across Beloit, Janesville, and rural Rock County areas.

Community Outreach Begins: Connecting with Entrepreneurs & Local Leaders

Recognizing the importance of building trust and accessibility, I prioritized community-based outreach.

Instead of waiting for entrepreneurs to come to me, I took a boots-on-the-ground approach, building relationships with entrepreneurs, economic development leaders, and local organizations.

Key outreach efforts in Q1 included:

• Establishing a referral process that resulted in 46 direct referrals from community stakeholders—77% of the annual goal in just three months.

• Participating in three major stakeholder-sponsored events.

• Developing an informational newsletter to keep entrepreneurs informed about grants, workshops, and resources.

While no formal outreach events were hosted in Q1, significant groundwork was laid for Q2 programming;

Identifying Business Needs: Key Challenges Facing Entrepreneurs

Through one-on-one consultations and outreach efforts, I identified several recurring challenges among Rock County business owners:

1. Financial Literacy & Capital Readiness – Many entrepreneurs lacked bookkeeping knowledge, financial projections, and access to capital.

2. Digital Marketing & E-Commerce – Small businesses struggled with SEO, social media presence, and online sales strategies.

3. Regulatory & Compliance Issues – Entrepreneurs faced confusion around licensing, tax compliance, and grant applications.

4. Access to Growth Resources – Many businesses were unaware of available funding, mentoring, and networking opportunities.

These insights shaped the Q2 agenda, with a focus on workshops, training programs, and funding support to address these needs directly.

Early Wins: Tangible Impact in the First Quarter

Despite being a transitional period, Q1 delivered several notable successes:

• 130 businesses received one-on-one consulting, exceeding the quarterly goal and reaching 104% of the annual target.

• 225 total consultation hours were provided, covering business planning, marketing strategies, and financial management.

• 71 clients from underserved and rural communities received direct support, ensuring equitable access to business resources.

• Two businesses received bookkeeping implementation support, laying the groundwork for expanded financial literacy efforts.

• 10 businesses received dedicated marketing consultations, including SEO optimization, website development, and brand strategy.

A few standout success stories:

“Jocelyn introduced me to a smaller local bank that secured me a business line of credit, saving me significant money on interest. Her insights and connections are invaluable, and I look forward to working with her more in 2025.”
— Levi Andersen

“Jocelyn attended some of my events as a private citizen and gave me ideas about clientele I hadn’t considered. She connected me with another small business owner, helping us collaborate. She’s a valuable member of my team.”
— Gina Tai

Q1 2024: Key Takeaways

• A strong foundation was built through stakeholder engagement, referrals, and community outreach.

• Financial literacy, digital marketing, and compliance support emerged as top needs for Rock County businesses.

• Entrepreneurs actively sought grant opportunities, leading to a sharp increase in funding-related consultations.

• Early success stories validated the demand for hands-on business support, shaping programming for the upcoming quarters.

Looking Ahead to Q2... the focus was on expanding educational workshops, securing more funding for businesses, and deepening engagement with underserved entrepreneurs.

Q2 2024: Expanding Reach & Scaling Impact (April – June)

Increased Demand for Services

Demand for SBDC services surged in Q2 2024, increasing consultations, workshops, and funding assistance for businesses across industries. My continued support increased out Q1 numbers to:

• 121 unique business clients served in Q2 2024—nearly 50% more than Q2 of 2023 (81 clients).

• 479 total consultation hours delivered, covering financial planning, business development, and marketing strategies.

• 187 one-on-one consultations provided to business owners, surpassing the annual goal of 125 in the first TWO months.

Workshops & Educational Efforts

Recognizing the need for structured business education, I expanded training opportunities to include digital marketing, bookkeeping, and AI-powered content creation.

Overall, an average of 28 participants attended each of the 10 workshops I held, surpassing the annual goal of 10 attendees per session.

Rock County Grant Support

One of the most impactful areas of support in Q2 2024 was assisting businesses with securing financial relief through grants. The Rock County Small Business & Nonprofit Grant Program provided $10,000 grants to local businesses affected by the pandemic.

• $220,000 in grants secured for Rock County businesses.

• Direct referrals from Rock County economic development offices, local chambers, and business incubators.

• Significant increase in grant application success rates due to SBDC consulting.

This funding helped small businesses stabilize operations, invest in growth, and recover from economic challenges.

Highlighting Success Stories

Q2 saw several notable business success stories, highlighting the real impact of hands-on consulting and financial support.

“Jocelyn was amazing! Thank you for meeting with me and giving me all those tips for my future business. I loved the punctuality, the thoughtful answers, and how you immediately sought solutions to anything you didn’t know. Thank you!”
— Gaby Rojas

“Working with Jocelyn during the launch of You Are Supported, LLC has been transformative. From weekly meetings to quick calls during critical moments, her expert guidance and hands-on support have turned my passion into a viable enterprise. Her ability to simplify complex concepts while maintaining the bigger picture has been invaluable.”
— Deana Fahn Johnson

“Jocelyn possesses immense knowledge and a keen eye for success. Every workshop I’ve attended with her has left me feeling heard, empowered, and ready to achieve my goals. Her direct, supportive approach has turned dreams into reality.”
— Katlyn Hanover

Q2 2024: Key Takeaways

• Significant increase in demand for services (50% more clients than Q2 2023).

• Broader community reach through partnerships with libraries, coffee shops, and business hubs.

• Expanded educational opportunities, surpassing workshop participation goals.

• $220,000 in grant funding secured for Rock County businesses.

• Notable success stories highlighting financial and operational business improvements.

As we head into Q3, the focus shifts to strengthening financial literacy, expanding marketing consultations, and deepening community partnerships to continue driving small business growth in Rock County.

Q3 2024: Strengthening Infrastructure & Support Systems (July – September)

Process Improvements: Refining Scheduling, Resource Distribution, and Business Follow-Ups

Q3 focused on improving efficiency: enhancing client follow-ups, optimizing scheduling, and streamlining resource distribution. consultations and provide consistent, high-quality support to business owners across Rock County.

Targeted Support for Industries: Expanding Resources for High-Need Sectors

Throughout Q3, the SBDC prioritized high-need industries, including retail, food service, trades, and professional services, based on market demand and local economic trends.

• Retail & Food Service: Many businesses in these sectors faced marketing and operational challenges, leading to targeted training on digital presence, customer engagement, and pricing strategies.

• Trades & Construction: The growing demand for skilled labor and contractor businesses prompted financial planning assistance for securing loans and grants.

• Professional Services: Consultants, coaches, and service-based businesses received guidance on pricing structures, client acquisition, and regulatory compliance.

This industry-focused approach allowed for more personalized consulting, leading to higher success rates in business stability and growth.

Financial Literacy & Growth Planning: Expanding Bookkeeping, Grant, and Funding Assistance

Financial literacy remained a top priority, with a significant expansion in bookkeeping and funding support. At this point in 2024, I had held...

• 260 one-on-one consultations, surpassing the annual goal of 125 (208% completion rate).

• 827 consultation hours delivered (83% of the annual target).

• 45 businesses received marketing and financial literacy consultations (100% of goal).

To better serve business owners, I implemented:

• Virtual bookkeeping workshops, helping businesses adopt tools like Wave for financial tracking and tax preparation.

• Grant preparation sessions, ensuring entrepreneurs were grant-ready with strong financial documentation and business projections.

• Customized financial growth planning, tailored to businesses looking to expand, hire employees, or invest in new services.

This hands-on approach to financial literacy and funding preparedness significantly improved Rock County businesses' financial stability.

Economic Development Engagement: Strengthening Partnerships with Stakeholders

I worked closely with local chambers, government agencies, and business incubators throughout Q3 to connect entrepreneurs with the right resources.

• 96 direct referrals received from stakeholders, far exceeding the annual goal of 60 (178% completion rate).

• 17 stakeholder-sponsored business events attended (300% completion rate).

• Janesville Innovation Center (JIC) saw two new office spaces filled, supporting continued economic development.

These partnerships enabled us to connect businesses with essential funding, marketing, and operational resources.

Leveraging Digital Tools: Improving Entrepreneurs' Access to Online Resources

With digital presence being a major growth driver, I launched initiatives to help businesses leverage online tools effectively:

• Website traffic workshops, guiding business owners on SEO and online visibility.

• Social media training, covering content creation, paid advertising, and customer engagement.

• E-commerce support, assisting businesses in launching or improving their online stores.

Through my workshops and personalized consultations, I helped business owners develop skills to enhance their online presence and increase revenue.

Q3 2024: Key Takeaways

• Significant process improvements led to better follow-up, scheduling efficiency, and resource accessibility.

• Industry-specific support allowed for more targeted consulting, particularly in retail, food service, trades, and professional services.

• Financial literacy programs expanded, with a major focus on bookkeeping, grant readiness, and business growth planning.

• Stronger economic development partnerships facilitated referrals, funding opportunities, and local business growth.

• Digital marketing and e-commerce workshops helped businesses increase their online reach and customer engagement.

As we transition into Q4 2024, the focus will be on measuring year-end impact, refining outreach strategies, and preparing businesses for long-term sustainability.

Q4 2024: Measuring Impact & Planning for the Future (October – December)

Year-End Review & Data Analysis

Q4 focused on measuring impact, refining outreach strategies, and equipping businesses for 2025 success.

Final Outreach Push: Preparing Businesses for 2025

With tax season approaching, financial literacy remained a top priority. Bookkeeping coworking sessions were held at the Janesville Innovation Center, providing entrepreneurs with a hands-on opportunity to set up bookkeeping systems, scan receipts, and organize financial records. These sessions empowered business owners to enter the new year with better financial management practices, positioning them for long-term success.

Additionally, the December 13th Small Business Clinic, huge thank you to Black Hawk Technical College for hosting, served as a final push to connect entrepreneurs with critical resources. The event:

• Hosted 70 businesses and over 100 attendees.

• Provided one-on-one mentorship from financial and marketing experts.

• Offered direct connections to Jennifer (Woldt) Plager from the Wisconsin Economic Development Corporation (WEDC).

• Allowed entrepreneurs to network and share their business stories.

• Included professional headshot sessions for business branding.

This event demonstrated the power of collaboration in supporting small business growth and laid the groundwork for continued community engagement in 2025.

Q4 2024: Key Takeaways

• Significant year-end impact, surpassing annual goals in business consultations, workshops, and stakeholder engagement.

• Final outreach efforts helped businesses prepare for tax season and 2025 planning.

• Stakeholder engagement reinforced the importance of continued funding and investment.

• 2025 goals set the stage for expanded financial literacy, marketing support, and business growth initiatives.

As we move forward, Rock County’s small business community is positioned for sustained success, with stronger financial foundations, improved marketing strategies, and deeper community collaboration. The lessons and achievements of 2024 will continue to shape the future of entrepreneurial support in the region.

Setting Goals for 2025: The Next Phase of Entrepreneurial Development

After a year of measurable impact, I am continuing my efforts in 2025 with a focus on long-term sustainability, financial literacy, and deeper community collaboration.

While my official role with the Rock County SBDC has ended, I remain committed to supporting local entrepreneurs through ongoing consulting and educational efforts, personally and...

I am now working 8 hours a week at the Janesville Innovation Center (JIC), continuing to meet with business owners and provide critical guidance. To ensure entrepreneurs still have access to quality training, I am personally funding and hosting no-cost workshops at JIC through my own businesses.

These workshops focus on financial management, digital marketing, and strategic growth planning, ensuring that local startups and small businesses don’t lose momentum as they build toward long-term success.

With three business starts already recorded in January 2025, the entrepreneurial energy in Rock County is thriving. Through ongoing consulting, community-driven workshops, and strategic partnerships, I remain dedicated to helping small businesses succeed—one entrepreneur at a time. 🚀