Fargo INC! April 2025

april 2025

Powering the Future

More Than Just Shopping

11 Tips for Successful Event Planning

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// APRIL 2025

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Partner Content: Celebrating 40 Years of Experience That Matters

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Partner Content: 6 Amazing Options For Your Next Lakes Getaway

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Partner Content: Precision Lawn & Landscape Does All That!?

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Partner Content: What Business Owners Are Saying About Pro Resources

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Hard Work Pays Off

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Crystal Nelson Becomes North Dakota's First Board-Certified Professional Ergonomist

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Kaleb Dschaak: The Visionary CEO Leading Fenworks and the Esports Revolution

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Powering the Future

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More Than Just Shopping

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Spotting an Opportunity

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Win Visitors in 5 Seconds: The Formula for an Effective Website

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11 Tips for Successful Event Planning

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Surpassing 25,000 Small Businesses in Fargo-Moorhead

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How To Price Your Products and Services For Maximim Profit

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Securing Financing for Small Businesses: A Comprehensive Guide

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Why Brand Loyalty is Declining

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Women You Should Know: Erin Shapiro

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10 Questions with John Machacek: Sarah West (Light Consulting)

FEATURES

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Business events calendar

Read all the past issues

Extra video content

E d i t o r ’s n o t e

Weather, Why Are You

I

t’s April in Fargo, and I’m officially over it. The snow, the wind, the back-and-forth weather whiplash—enough already.

We get a beautiful 55-degree day and think, "This is it!" Only to wake up to cold and snow.

I cling on knowing warm weather is coming... probably. And when it does (maybe) come, I’m ready.

May is shaping up to be packed, in the best way. I've got the Plains Art Museum Gala—which is always so much fun. A few days later, I’m heading (weather permitting) to the Boundary Waters Canoeing Area to go off the grid—maybe I'll get gored by a moose if I'm lucky (that's just the weather talking).

Then on May 17, I’ll be in Minneapolis for Art-A-Whirl, one of my favorite events of the year. It’s awesome—open studios, live music, food trucks, and great vibes. Plus it's always mindblowing and inspiring to see what people are capable of.

If you’ve never been, make this the year you go.

Doing This?

After that, I’m off to Dallas to watch my little sister graduate, and in July, I’ll make my annual summer trip to see my brother in Madison, WI. In between all that? Plenty of camping, and soaking up every ounce of sunshine I can find.

Please warm weather, come soon. We’ve got big plans—and

Fargo’s ready for you.

Sincerely,

Brady Drake Fargo INC! Editor

Brady Drake, Fargo INC! Editor

fargoinc@spotlightmediafargo.com

APRIL 2025 Volume 10 Issue 4

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

Publisher EDITORIAL Editorial Team Lead Editor/Photographer Art Director Editorial Graphic Designer Contributor INTERACTIVE Business Development Associate Director of Creative Strategies Web Design Agency Project Manager Senior Graphic Designer Senior Digital Advertising Specialist ADVERTISING VP of Business Development Sales Representative Business Development Representative Senior Digital Advertising Specialist Client Relations Director of Client Success

Mike Dragosavich Brady Drake Brady@SpotlightMediaFargo.com Geneva Nodland Kim Cowles Ty Betts John Machacek, SBA, Ladyboss Lifestyle, VBOC, Del Carver (SCORE) Kellen Feeney Megan Suedbeck Sara Jentink Dustin Gire Tammy Fogle Paul Hoefer Paul@SpotlightMediaFargo.com Al Anderson Al@SpotlightMediaFargo.com Austin Cuka AustinCuka@SpotlightMediaFargo.com Matt Purpur Matt@SpotlightMediaFargo.com ClientRelations@SpotlightMediaFargo.com Jessica Ventzke

Marketing Admin

Tyler Duclos

Strategic Account Manager

Jasmine Joy

Accounting Specialist DISTRIBUTION Delivery

Missy Roberts John Stuber

Fargo INC! is published by Spotlight LLC, Copyright 2025 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.

Spotlight, LLC 4609 33rd Ave S Suite #304 Fargo, ND 58104 or info@spotlightmediafargo.com ADVERTISING: 701-478-SPOT (7768)

CHECK OUT SPOTLIGHT MEDIA'S OTHER PUBLICATIONS

We always hear that the people are what make the Fargo-Moorhead community great. So, why not meet them? Each month we cover a different topic led by local voices. We meet advocates, experts, and people just like you! meetfargo.com /meetfargo @meetfargo @meetfargo

Growth Leaders is one of Spotlight's annual publications dedicated to showcasing our local companies and the services they bring to the Fargo-Moorhead area.

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APRIL 2025

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 /bisonillustrated @bisonmag @bisonillustrated

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 /FutureFarmerMag

Are you in need of a new career? The Great Places to Work Fargo-MoorheadWest Fargo Annual Career Guide highlights amazing businesses in the area that provide great growth opportunities, benefits, and more!

By Jonas Biles, Assistant Director of Live Audio Services, Livewire

ASK THE EXPERT

SHOULD I USE IN-HOUSE AUDIO OR LIVEWIRE?

reat audio quality is crucial for a successful event, and while in-house audio systems are common at many event venues, they often lack the quality, reliability, and control needed.

At Livewire, we address these challenges by providing versatile and scalable equipment capable of handling any event, big or small.

We believe your message deserves to resonate with enhanced impact through crystal-clear, distractionfree audio.

Our team carefully designs and plans every event audio system we provide, across events large and small. For some events, our clients will ask, “Why do you need so many speakers at this event?" The answer is rooted in creating an optimal

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audio experience, particularly in larger venues. Simply put, more speakers, when deployed and programmed correctly, offer greater control and a more consistent sound for your audience.

Imagine trying to fill a large room with just two small speakers. The volume would need to be extremely high to reach the back, creating an uncomfortable experience for those in the front and potentially leaving those further away struggling to hear. Could it work or be “good enough?" Yes, but your audience may not particularly enjoy the event experience or be able to focus on the messaging of your event.

When Livewire brings its audio expertise to your event, our expert technicians provide on-site support throughout, allowing you to fully

@livewire_now

/company/livewirenow

focus on your audience and your event. If the event plan changes last second, it's crucial to have experienced professionals on hand who understand their equipment and can adapt easily to changing environments.

At Livewire, we're committed to providing top-tier audio solutions and unparalleled service. We work closely with you to understand your event's specific needs, designing a custom audio setup that exceeds your expectations. Let Livewire transform your event with our experts and equipment, making it a resounding success!

Contact Livewire today to elevate your event experience!

MEET THE TEAM.

LEARN MORE ABOUT US AT SPOTLIGHTMEDIAFARGO.COM

PA RT N E R C O N T E N T

C E L E B R AT I N G

By Brady Drake |

40 YEARS

Geneva Nodland

OF EXPERIENCE T H AT M AT T E R S

The Title Company or 40 years, The Title Company has been a trusted partner for homebuyers, Realtors, and lenders in the Fargo-Moorhead community. The Title Company’s unmatched expertise, dedicated team, and strong company culture have made it a cornerstone of the region’s real estate industry.

We spoke with President Nicole Davidson and Vice President Patrick Buell, to reflect on the company’s legacy and vision for the future.

“Your experience at the closing table matters because it’s not just about signing papers—it’s about making you feel confident during one of the biggest moments of your life,” Davidson said. “Buying a home is exciting, but it can also be overwhelming. That’s why we’ve built a team that not only has the knowledge and expertise to guide you through the process but also genuinely cares about making it a positive experience for everyone in the closing room.”

While ensuring seamless transactions is a priority, the real impact of The Title Company is in the relationships they

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Even as the industry evolves, one thing remains the same: the commitment to making the closing process feel less like a transaction and more like a celebration. “I can’t tell you how many times we’ve heard people in this industry say things like 'It’s Title, Title isn’t sexy, '" Buell said. “But we’ve flipped the script to—if you don’t think Title is sexy, you’re doing it wrong.”

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701-241-9282

/thetitlecompany

ELL, VICE

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35 4th St N Ste 102 Fargo, ND

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As The Title Company celebrates this milestone anniversary, its focus remains on the future: ensuring that every homebuyer, lender, and realtor walks away feeling confident, supported, and excited for what’s ahead.

Because at the end of the day, Experience Matters.

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At The Title Company, creating a great experience for homebuyers starts with creating a great workplace. “We have the best team in the industry, and we know that to keep them here and keep them motivated, we need to create an incredible work culture,” Buell said.

“That means fostering an

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But the relationship doesn’t end when the paperwork is signed. “For 40 years, we’ve been here to support our clients not just at the closing table but for years afterward,” Buell said.

“When title issues arise, they know we’ll be there to guide them through it. That trust is what sets us apart and keeps people coming back.”

environment where our employees are valued, supported, and—most importantly—excited to come to work. We strive every day to find ways to have fun at work, and that energy carries over into every closing.”

D

build. Many homebuyers return years later, trusting the company with each new chapter of their lives.

“We’ve had young buyers tell us they remember coming here as kids when their parents bought their first home. That’s the kind of generational trust we’ve worked hard to build,” Davidson said.

@thetitlecompany

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AMAZING OPTIONS FOR YOUR NEXT 24

APRIL 2025

Book your stay today!

1.

TIMBERLANE RESORT

Nestled among towering Norway Pines with 1,500 feet of pristine shoreline on beautiful Long Lake in Park Rapids, Timberlane Resort offers the perfect blend of relaxation and recreation for your Minnesota family getaway with 19 lodging accommodations to choose from. The resort's deluxe cabins and villas provide comfortable accommodations designed for families, groups, and even corporate retreats, all complemented by warm hospitality and a friendly, informal atmosphere.

Enjoy sun-filled days on sandy beaches, cool off in the spacious outdoor swimming pool—which is open throughout the summer season—or golf onsite at the Bear's Den Golf Course. Engage in fun-filled activities such as tennis, basketball, shuffleboard, golf, and a playground for the little ones.

BEAR'S DEN GOLF COURSE Bear's Den Golf Course is a beautiful championship 9-hole golf course located adjacent to Timberlane Resort. The course winds through trees and even an actual bear's den preserved on the sight! Plus, Bear's Den Golf Course has the only free warm-up hole in Minnesota!

The resort's beautiful Grand Lodge, which overlooks Long Lake, offers cozy stone fireplaces ideal for relaxing, reading, or gathering with loved ones. The lodge is equipped with video games, pool tables, a TV, and a snack bar.

ACTIVITIES AT TIMBERLANE RESORT: j Heated Outdoor Pool

j Golf Course

j Tennis/Pickleball Court

j Video Games

j Shuffleboard

j Paddleboats

j Fishing

j Canoe

j Pontoon Rental

j Playground Equipment

j Basketball Court

j Lodge with Video Games, Pool Tables, & Snack Bar

j Kayaks

ENHANCE YOUR EXPERIENCE AT BEAR’S DEN GOLF COURSE WITH GOLF SCOOTERS! FARGOINC.COM

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2.

RIVERSIDE POINT RESORT / MOTEL Riverside Point Resort/ Motel in Park Rapids, where the best of two worlds awaits—exceptional fishing and fantastic shopping/dining, both just moments away. This resort, with nine accomodations to choose from—including efficiencies, 2 bedroom cabins, and a 4+ bedroom house, offers a picturesque setting right on the scenic Fish Hook River, which provides easy access to Fish Hook Lake—a lake with good multi-species fishing, including walleye, largemouth bass, northern pike, and panfish.

Relax in the resort's clean and comfortable accommodations. Choose from a variety of lodging options, including spacious rooms equipped with full kitchens—perfect for extended stays or family gatherings.

Riverside also offers complimentary paddle boats, kayaks, canoes, rental boats with motors for fishing excursions, a pontoon for rent, and a fantastic swim area.

Riverside also has a pool table, ping pong table, and a dart board.

Book your stay today!

3.

LUXURY HOME ON LONG LAKE

Welcome to your luxurious retreat on Long Lake in Park Rapids, MN. This stunning 6,200 sq. ft. home combines natural beauty with unparalleled comfort, expansive lake views, a gourmet kitchen, spacious living areas, and a magnificent patio with a hot tub, grill, and lakeside fire pit.

The cabin also offers a private indoor basketball court, a variety of outdoor games and water

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accessories, pontoon rentals, and thoughtfully designed bedrooms across three levels. This home also includes a foosball table and Golden Tee arcade game.

Amenities 5 Bedrooms 4.5 Bathrooms Sleeps 16

Book your stay today!

4.

BEAR PATH HOUSE ON FISH HOOK RIVER

RENT TOGET HE AND SL R EEP UP TO 23!

There is no doubt about it—this is your dream vacation home in Park Rapids, MN. This spectacular 7,000+ sq. ft. log home is a blend of rustic charm and modern luxury. Enjoy a gourmet kitchen, spacious living areas with picturesque river views, and luxurious amenities including a home theater, arcade games, and a shuffleboard table. This rental can accommodate up to 13 guests comfortably. The home features a luxurious master suite, cozy guest rooms, and a spacious loft area. Entertain outside on

5.

the expansive deck with a grill, relax by the fire pit, or enjoy water activities from the large dock (shared with the Loft House).

Seasonal pontoon rentals and convenient firewood bundles are available, making Bear Path House the perfect retreat for relaxation, adventure, and unforgettable gatherings.

Amenities 3 Bedrooms 2 Open Bedrooms 3 Bathrooms Sleeps 13

Book your stay today!

BEAR PATH LOFT HOUSE ON FISH HOOK RIVER This custom-built 2,000+ sq. ft. home in Park Rapids, MN features breathtaking views of the scenic sand-bottom Fish Hook River with direct access to Fish Hook Lake.

With high ceilings, floorto-ceiling windows, and luxurious amenities like a bar, sauna, pool table, shuffleboard, and smart TVs—you'll experience ultimate comfort and entertainment. The spacious loft, is private with its own entrance,

and a fire pit by the dock.

This property is ideal for families and small groups.

Pontoon rentals are seasonally available!

Amenities 2 Bedrooms 1 Open Bedroom 1 Bathroom Sleeps 10

Book your stay today!

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6.

HOME ON LEECH LAKE IN WALKER, MN Located on the shore of Walker Bay, this inviting retreat perfectly blends comfort and natural beauty. Featuring seven spacious bedrooms and five bathrooms, the home comfortably accommodates your large groups with ample space for relaxation and entertainment. Highlights include two fully equipped kitchens, cozy dining and living areas with a fireplace, and great views. Outside, enjoy a private sandy beach, a

Lake Life Lodging parkrapidslodging.com 218-616-1814 office@lakelifelodging.com

fire pit, and easy access to local shops, restaurants, and outdoor activities.

Seasonal pontoon rentals and accommodations for additional guests are available upon request.

Amenities 7 Bedrooms 5 Bathrooms Sleeps 18

Book your stay today!

Whether you're looking for a funfilled family vacation, a luxurious retreat, or a cozy lakeside escape, one of these six amazing destinations will give you what you need!

Don't wait—book your stay today and create unforgettable memories by the water. Scan the QR codes above or visit the one below for a full list of options.

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Always in our Element

Of course Precision has a beautiful outdoor space at their office!

PRECISION LAWN & LANDSCAPE

DOES ALL THAT!?

AND FREE LAWN ASSESSMENTS!

our yard is the first thing guests and neighbors notice about your home—make sure it leaves a lasting impression. Precision Lawn & Landscape makes sure every detail is perfect. Whether you need a lush, healthy lawn or a beautifully designed outdoor space, Precision Lawn & Landscape can get it done with a comprehensive range of services, expert craftsmanship, and a commitment to quality.

ABOUT PRECISION LAWN & LANDSCAPE Precision covers every conceivable aspect of outdoor living spaces. From meticulous lawn care services such as

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mowing, fertilizing and weed control, edging, and aerating, to expansive landscaping projects including rock and fabric installation, plants, trees, and breathtaking water and fire features— Precision truly does it all. But the company's expertise doesn't end there.

Clients are often pleasantly surprised to discover that Precision also excels in fencing, decking, mosquito spraying, and even snow removal—they have an extraordinary capacity to address virtually any outdoor need.

THE SERVICES AERATION Precision Lawn & Landscape offers professional aeration services designed to rejuvenate and strengthen your lawn. Aeration involves perforating the soil to allow air, water, and nutrients to penetrate deeply. This facilitates healthy and robust root growth.

Over time, lawns naturally become compacted, restricting essential elements from reaching the roots, which can leave your lawn stressed and vulnerable. Precision’s aeration process mitigates this issue, ensuring your lawn thrives, becomes more resistant to drought, and consistently looks vibrant and lush.

SERVICE RECOMMENDATION Once per year or at least once every other year. For those seeking optimal lawn health and enhanced appearance, aerating twice annually provides even greater benefits.

BOULEVARD CLEANING Precision Lawn & Landscape offers comprehensive boulevard cleaning services, which is essential for maintaining a healthy lawn after winter. Throughout the colder months, snowplows and sanding operations can deposit significant amounts of sand and debris onto boulevards. Left untreated, this material can mat down and suffocate grass, hindering growth and appearance. Precision efficiently removes this buildup, ensuring grass emerges healthy, lush, and vibrant each spring.

SERVICE RECOMMENDATION Annually in early spring, immediately following the winter season, to ensure optimal lawn health.

MOSQUITO & SPIDER CONTROL Beyond standard lawn care, Precision offers effective mosquito control treatments to ensure clients can fully enjoy their outdoor spaces without pests. As part of this service, Precision provides specialized pest control spraying around home foundations, soffits, and fascia to prevent spiders and other unwanted insects from congregating near structures.

SERVICE RECOMMENDATION Mosquito spraying is typically recommended every 3-4 weeks during peak mosquito season, usually from late spring through early fall.

DETHATCHING Precision Lawn & Landscape provides gentle yet effective dethatching services, ideal for thinner lawns that need careful handling. Using a tine-based system, dethatching gently lifts away dead grass and thatch without damaging healthy grass.

This exposes topsoil for improved seed-to-soil contact during overseeding. This process also enhances soil warmth and sunlight exposure to promote healthier grass growth.

SERVICE RECOMMENDATION Precision recommends dethatching annually in the spring to maintain optimal lawn health and facilitate strong growth.

POWER RAKING One of the most effective ways to maintain a vibrant, healthy lawn is through power raking.

Over time, thatch—a layer of dead

ABOUT OWNER

SKYLER AKASON What started as a teenager's attempt to save money for his first car has evolved into one of the region's most trusted names in lawn care and landscaping services.

In 1997, at just 16 years old, Founder Skyler Akason pushed a mower around his neighborhood, determined to achieve perfection with every lawn—no, really, his brother got frustrated working with him because he 'took too much time trying to be perfect.' Over the years, that youthful determination transformed into Precision Lawn & Landscape, a company that now commands respect across the community for its attention to detail, exceptional quality, and extensive range of services.

Skyler has personally instilled standards that are upheld today by Brady Rinke, his COO, who has his pulse on all aspects of the company. Brady works closely with all employees to ensure each customer's needs are met with the highest quality of service.

"Also, none of this would be possible without my wife and company CFO, Jen," Skyler said. "She spearheads coordination, scheduling, and all financial transactions.”

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professionally maintained—similar to the appearance of a baseball diamond.

To maintain optimal lawn health, Precision regularly alternates mowing directions among four different patterns which reduces turf wear and promotes uniform growth.

SERVICE RECOMMENDATION

SERVICE RECOMMENDATION

Precision recommends power raking annually in the spring to maintain optimal lawn health and facilitate strong growth.

Precision recommends regular weekly mowing during peak growing season to keep lawns looking pristine and healthy.

EDGING Precision Lawn & Landscape provides detailed edging services to create clean, sharp borders along driveways, sidewalks, and pavement. Using specialized equipment, a metal blade precisely cuts away overgrown grass, forming distinct boundaries that enhance curb appeal and maintain an immaculate lawn appearance.

SERVICE RECOMMENDATION Precision recommends scheduling edging two to three times during the summer to keep your lawn looking tidy and well-maintained.

FERTILIZER & WEED CONTROL Precision Lawn & Landscape provides comprehensive fertilizer and weed control services tailored to ensure your lawn remains lush, healthy, and weed-free. Precision also enhances its fertilization program with iron supplements to guarantee a rich, vibrant green color—unmatched by standard lawn treatments. The company also offers targeted specialty applications for those hard-to-control weeds like barnyard and crabgrass.

SERVICE RECOMMENDATION Precision recommends three to four fertilizer and weed control applications per season. Customers without regular watering schedules should opt for three treatments—spring, early summer, and late summer—while customers with consistent irrigation should pursue four applications for best results.

OVERSEEDING

MOWING & TRIMMING Precision Lawn & Landscape uses topof-the-line equipment that delivers distinctive, attractive striping patterns.

This specialized approach leaves lawns looking clean, manicured, and

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Precision Lawn & Landscape provides professional overseeding services, strategically spreading grass seed throughout your yard to promote lush, full growth, particularly in areas that have become thin or patchy.

Overseeding enhances the density and vitality of your lawn, resulting in improved resilience against weeds and disease, and contributes significantly to overall lawn health and appearance.

SERVICE RECOMMENDATION Precision recommends overseeding annually or whenever your lawn begins to appear sparse, ideally in spring or early fall, to maximize grass growth and effectiveness. For optimal results, overseeding should be coupled with aerating to maximize the seed-to-soil contact by creating little voids for the seed to fall into.

SPRINKLER INSTALLATION, STARTUP, & WINTERIZATION Precision installs sprinkler systems customized to each property's specific needs, considering factors like sprinkler head types and optimal zone run times. These systems include Wi-Fi connectivity and smart rain sensors to monitor moisture levels to automatically adjust watering schedules based on real-time conditions to prevent water waste.

Precision also provides efficient sprinkler startup and winterization services to protect your irrigation system and ensure optimal performance throughout the year.

The startup process involves safely reactivating the water supply, thoroughly inspecting and adjusting each sprinkler zone, and setting accurate timers to maintain proper watering schedules. For winterization, the system is carefully drained and prepared to prevent damage from freezing temperatures.

SERVICE RECOMMENDATION Precision recommends regular seasonal maintenance, including system checks, adjustments, and winterization, to ensure consistent sprinkler performance and lawn health throughout the year.

LEAF CLEANUP Precision Lawn & Landscape offers thorough leaf cleanup services, employing a detailed and systematic

approach to ensure your yard remains pristine throughout the seasons. Their team meticulously uses backpack blowers to clear leaves and debris from landscape beds, window wells, and other challenging areas—no corner is overlooked. Leaves are then collected, bagged, and hauled away, including a thorough cleanup of spots inaccessible by mowers. This approach significantly surpasses basic leaf removal methods, ensuring your yard stays clean and visually appealing.

SERVICE RECOMMENDATION Precision recommends shrub trimming one to three times throughout the summer based on customer preferences, and perennial cleanup once annually, typically in spring or fall.

Correct installation is critical for bullet edging, as improper installation can lead to shifting. However, when installed professionally by Precision, bullet edging provides lasting durability and easy maintenance.

SERVICE RECOMMENDATION Precision recommends leaf cleanup early spring and late fall to maintain lawn health and appearance.

GUTTER CLEANING Precision Lawn & Landscape isn't afraid to provide thorough gutter cleaning services. This is important to do regularly because it safeguards your home from potential water damage.

Leaves and debris accumulated in gutters can obstruct proper drainage, potentially causing water backup and risking damage or basement flooding.

SERVICE RECOMMENDATION Precision recommends gutter cleaning at least once or twice a year, ideally in early spring and late fall to maintain optimal drainage and home protection.

PERENNIAL CLEANUP & SHRUB TRIMMING For perennials, Precision expertly trims plants down to a few inches above the ground, promoting fresh, vibrant regrowth each spring. This cleanup typically occurs in spring, although fall cleanup is also an option. Shrubs are carefully trimmed and shaped to maintain neatness, enhance their aesthetic appeal, and control growth effectively.

ROCK & DECORATIVE BOULDERS Landscape rock installations come in various sizes and colors to complement your home’s style and personal preferences.

EDGING & CONCRETE CURBING For edging solutions, Precision offers two distinct options:

PATIOS Precision Lawn & Landscape expertly installs beautiful and durable patios, offering both manufactured paver options and natural stone varieties such as bluestone and travertine.

Additionally, Precision specializes in creating customized outdoor kitchen spaces, complete with features such as built-in storage, refrigerators, and a range of countertop materials including limestone, granite, and concrete.

Concrete Curbing: This involves poured concrete borders that provide a defined, durable edge around landscape rock or garden areas.

Many customers prefer the clean, solid look of concrete curbing, though it’s important to note that small cracks may occur over time due to natural ground shifts.

Interlocking Bullet Edging: This alternative consists of individual concrete pieces, each approximately one foot long, designed to interlock and create a seamless appearance. Bullet edging has the advantage of flexibility, which allows for slight movement during seasonal freezing and thawing cycles, which minimizes cracking.

WOOD & MAINTENANCE FREE DECKING AND FENCING Precision Lawn & Landscape installs both traditional wood and maintenance-free decking and fencing options. For customers seeking

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convenience and minimal upkeep, Precision offers durable composite decking, aluminum, and vinyl fencing— materials that eliminate the need for regular staining or painting. Those preferring a classic look have the choice of natural wood decking and fencing.

PERGOLAS Clients frequently present ideas, and Precision’s dedicated division manager works closely with them to bring their perfect pergola to life. Each pergola is crafted from either maintenancefree materials like composite, vinyl, aluminum, or traditional wood.

PERENNIAL, SHRUB, & TREE PLANTING Precision Lawn & Landscape offers hundreds of carefully selected plant options that thrive in the local climate.

Their experienced designers expertly choose plants tailored specifically for environmental compatibility, considering sunlight requirements and seasonal growth patterns.

LUXURY FURNITURE Precision Lawn & Landscape proudly offers luxury outdoor furniture through their division, Luxury Outdoor Furniture, established in 2023 to address the demand for elegant, durable outdoor furnishings. Specializing in high-end pieces from OW Lee, a renowned manufacturer with 75 years of experience creating handcrafted casual

RETAINING WALLS Precision Lawn & Landscape designs and installs durable and visually appealing retaining walls, offering options including manufactured blocks and natural stone, with each providing reliable support while enhancing the beauty and functionality of your outdoor spaces.

SOD AND HYDROSEED Precision Lawn & Landscape offers superior sod and hydroseed services.

Precision uses only premium sod sourced from trusted suppliers. Their hydroseeding technique efficiently provides even coverage and rapid growth, ideal for establishing new lawns or enhancing existing turf.

Precision stands firmly behind its sod and hydroseed work, offering a reliable warranty to customers who follow the provided care instructions.

Precision also does final grade work to ensure your yard is smooth and properly slopped before they install sod or hydroseed.

outdoor furniture, Luxury Outdoor Furniture transforms commercial and residential spaces into stylish retreats. Each item, meticulously produced at OW Lee’s 400,000 sq. ft. facility in Comfort, Texas, blends traditional craftsmanship with modern technology, ensuring superior quality and lasting beauty. Luxury Outdoor Furniture provides tailored solutions for resorts, homeowner associations,

PRECISIONLAWNANDLANDSCAPE.NET | 701-361-2498 |

APRIL 2025

Precision Lawn & Landscape specializes in creating fully customized fire features and water features, carefully designed and built from scratch to align seamlessly with your home's existing style. Fire features can be crafted using natural gas, propane, or traditional wood-burning setups.

Water features, often constructed from natural stone, are thoughtfully integrated into the landscape so that they look naturally placed. Precision’s capabilities extend to water features, fountains, spillways, and other distinctive designs.

hotels, convention centers, and residential properties, coupled with complimentary white-glove delivery and set-up services.

CURRENTLY, LUXURY OUTDOOR FURNITURE IS OFFERING AN EXCLUSIVE 20% DISCOUNT OFF MSRP ON ALL FURNITURE ORDERS PLACED BY MAY 31.

OFFICE@PRECISIONFARGO.COM 5622 53RD AVE. S., FARGO

/LANDSCAPINGFARGO |

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FIRE PITS, WATER FEATURES, LANDSCAPE LIGHTING, & OUTDOOR KITCHENS

@PRECISIONOFFARGO

ASK THE EXPERT

Don’t Let Your Busy-ness Today Stop You from Growing Your Business Tomorrow vehicle wrap acts like a moving billboard—but without the recurring costs. It provides long-term, wide-reaching exposure, making it a smart investment for businesses looking to maximize their marketing budget.

If you work in any of these industries, you're missing out on daily opportunities to attract new customers by not branding your fleet: Cleaning Services Electricians Plumbers Landscaping Services Realtors Property Management Transportation Construction HVAC Pest Control Security Services & SO MANY MORE!

How does a vehicle wrap compare to other forms of advertising, like billboards or digital ads?

Avoid Reoccurring Marketing Costs: This is a one-time upfront investment that lasts on average anywhere between 3 to 7 years. Rather than having to renew your digital advertisements and billboards monthly.

Maximize Audience Reach: Vehicle wraps generate, on average, between 30,000 and 70,000 impressions daily, unlike a billboard, which is limited to one fixed location, only reaching traffic that passes through, and digital ads, which can easily be ignored.

Mobilize: Wherever you go and whatever you do, you are actively advertising. Whether driving, parked, or in traffic, you are constantly increasing brand exposure.

Why should I take time out of my day to get my vehicle wrapped?

A: Investing time in wrapping your vehicle is a smart business move. The benefits of investing time and money in a vehicle wrap far outweigh the short-term inconvenience of having your vehicle out of commission for a day or two.

Don’t let your vehicles continue to drive by unnoticed—reach out or stop in today to schedule a consultation with one of our knowledgeable sales representatives.

Business is good today…. but what about tomorrow?

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Long-term business growth and increased revenue over time.

Keep your pipeline full.

Continuosly build your customer base.

According to the Outdoor Advertising Association of America, online ads can cost up to $21 per thousand impressions while fleet graphics can cost as little as $0.15 per thousand impressions.

After looking at the data, perhaps the question you should be asking isn’t whether you should be investing in fleet graphics; it’s why haven’t you invested in them sooner?

Paint protection It’s a long-lasting marketing method.

Can I wrap only part of my vehicle, or do I need a full wrap?

It saves resale value.

Outstanding ROI (Return on Investment): Vehicle wraps and graphics offer a cost-effective way to reach a larger audience. With a low cost per impression and an estimated daily impression count of 30,000 to 70,000, your vehicle becomes a valuable business asset.

A: Partial wraps are a great cost-effective option, and in most cases, just as effective as a full wrap. By using strategic design and placement, we can achieve a high-impact look while using significantly less vinyl.

How do I afford a vehicle wrap?

How effective are fleet graphics in the modern world?

A: The growing digital age has left many wondering if fleet graphics are still an effective marketing method. Numbers reveal that out-of-home advertising such as vehicle decals and wraps, is still one of the most effective methods to increase business growth and spread brand awareness.

A: Just like vehicle leases, you are able to break up the numbers and pay the total sum over time. With some quick math, we figure that a typical wrap for a truck/SUV would be approximately $4,500. At that price, when taken and divided by a three-year lease, you are paying less than $5 a day, or $125/ month, making it by far the most affordable marketing method when taking into account the number of impressions per dollar.

Contact Us: Customgraphicsinc.com 701-237-5685

2501 3rd Ave N, Fargo, ND 58102 @Customgraphicsinc @Customgraphicsfargo

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BY BR ADY DR AKE GEN EVA NODL A ND

entrepreneruship, most of the time, validation has to be done internally. As a business owner, you need to be your own biggest cheerleader. It can feel like the world is against you. Competitors are constantly trying to do what you do better, and as the leader of the company, you rarely receive praise, but have to make sure you are doing you best to praise those around you.

These reasons and many more are why Dee Decimus Holmes' recent recognition as the Small Business Administration's North Dakota Small Business of the Year was such a special moment.

HARD WORK PAYS OFF As the owner and founder of All Embracing Home Care, Decimus Holmes didn't see this coming.

Dee Decimus Holmes Honored as ND's Small Business Person of the Year!

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I COULDN'T BELIEVE IT. I WAS PRETTY SHOCKED. I STARTED CRYING. I STARTED THE COMPANY SIX YEARS AGO ON APRIL 19 AND I'VE WORKED SO HARD DURING THOSE SIX YEARS. I DON'T LIKE RECOGNITION; I'M NOT THAT TYPE OF PERSON. BUT WHEN SOMEBODY SEES IT, RECOGNIZES IT, AND NOMINATES ME, IT JUST AFFIRMS ALL THE HARD WORK I PUT IN FOR ALL THESE YEARS. I'M STILL SPEECHLESS ABOUT IT." - DEE DECIMUS HOLMES

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THE BEGINNING OF ALL EMBRACING HOME CARE

in the Phoenix-Mesa area where she was a coordinator for aging services. In this role, she paired individuals with caregivers, helped with hiring, and also played a large role in expanding the program.

When Decimus Holmes started her business, she was going through a divorce, caring for an 18-month-old, and was pregnant with her second child.

"When I started, I had about 15 clients, and within six months, we supported almost 60 individuals, Decimus Holmes said. "I loved the growth and seeing the numbers. "

That was the true pivot point, but her journey goes back much further than that.

From there, Decimus Holmes moved again to Reno, NV for her ex-husband's job. There, she gained more experience working for a nursing home facility where she oversaw the memory care unit. She continued to love the work.

As a professional, Decimus Holmes originally used her degrees to work a number of jobs including, as a football operations manager, a football coach, and as a member of the development team for the University of New Mexico's Lobo Club, where she helped raise funds for studentathlete scholarships and athletic facilities.

After several years there, she received a call asking for help caring for her niece in North Dakota.

"In 2012, I pivoted when a family member asked me to care for my niece who has epilepsy. I was her full-time nanny for four years, and I just loved it. I loved seeing her grow and seeing her milestones being met. It was just a phenomenal four years of my life.”

During that period of time caring for her niece, she became an employee of Easter Seals Goodwill ND; an organization dedicated to providing employment opportunities, training, and supportive services to individuals with disabilities or special needs.

That experience led Decimus Holmes to continue helping care for others—this included work at an agency called RISE Services

Then the true pivot came as she started going through a divorce.

"In 2016, I knew I had to do something for my family because then it was just me—me and my girls," Decimus Holmes said. "And I was like, 'What am I going to do?'

I had gotten an undergraduate degree in sports management and a master's in sports administration and worked in that industry for so long. So, college athletics was my deal. That's what I wanted to do. I wanted to be an athletic director."

"I knew I needed to do something, and I wanted to continue caring for people," Decimus Holmes said. "But the options I had weren't going to pay me enough to support my kids. So, I started working to build my own agency."

Next came a SWOT analysis, research, licensing, and lot of paperwork before Decimus Holmes was able to start working with her first individual at nine months pregnant, her second daughter was born four days after the business first started servicing the client.

To supplement her income, she got a part time chamber with the Chamber of Commerce Grand Forks/East Grand Forks.

So, on their honeymoon, what do you think they did?

"I strategically placed myself there because I knew I'd become a business owner one day—I wanted this to work," Decimus Holmes said. "In that role, I was able to ask numerous questions to Barry Wilfahrt, the President & CEO, and make connections right from the beginning."

A daycare center, to be exact, called El Way Child Care & Learning Center

That first year of business involved long hours and paperwork after bedtime. Every spare moment was dedicated to growing the business.

THE COVID-19 PANDEMIC By 2020, when the pandemic hit, All Embracing Home Care had 11 clients and two employees.

"It was at that time that we secured our first office. We did this because COVID made home visits impossible.

That office was just 750 square feet and we shared it with Matt Schneider's law office in Grand Forks. COVID was challenging but people wanted more in-home healthcare during that time.

We just took off."

By the time, All Embracing Home Care outgrew that space, they had 10 employees in the office, and 42 team members providing care and continued expanding. Now, almost six years later, they've opened offices in Fargo, Arizona, with another state in the works, and an upcoming office in Bismarck.

BECOMING A SERIAL ENTREPRENEUR In 2022, Decimus Holmes met her husband, Stephen, who is also an entrepreneur.

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They started a business.

"This was a vision I'd long had to support my employees facing daycare challenges," Decimus Holmes said.

"We bought a building in Grand Forks, renovated it, and opened in June 2023.

We currently have about 35 employees there and recently completed a second building to accommodate even more children—complete with an indoor recreational area for harsh North Dakota winters."

The opening of the daycare caused the opening of another business called CAFF Property Group, which manages their properties and commercial rentals.

Then, Decimus Holmes purchased a business called Kidwell Signature Cleaning.

"We already clean about 130 residential homes and 30 commercial properties, including Acme—a huge company in Grand Forks with five locations we service daily," Decimus Holmes.

And finally, two years ago, Decimus Holmes started her most recent business, a nonprofit called All Embracing Home Care Foundation.

"That organization helps raise funds to support our home care clients and other community members needing resources like hospital beds, lift chairs, bathroom redesigns, and walk-in showers," Decimus Holmes said. "This foundation has been a phenomenal venture. We've partnered with my husband's construction and property management businesses, along with a plumbing company, to remodel bathrooms for veterans and others in need—just about any project you can imagine."

All Embracing Home Care

All Embracing Home Care Foundation

El Way Child Care & Learning Center

Kidwell Signature Cleaning LLC

​ ll Embracing Home Care, A which is headquartered in Grand Forks, ND, provides customized, nonmedical in-home care services aimed at helping individuals of all ages live independently and safely in their own homes.

The All Embracing Home Care Foundation, based in Grand Forks, ND, is a nonprofit organization dedicated to ensuring that individuals receive high-quality home care services, equipment, and resources, regardless of financial constraints.

​ l Way Child Care and E Learning Center, located at 624 N Washington St in Grand Forks, ND, is a licensed facility providing quality childcare services for up to 73 children.

​Kidwell's Signature Cleaning Inc., based in Grand Forks, ND, has been providing comprehensive cleaning services since 1998.

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DEE DECIMUS HOLMES USED THESE PROGRAMS TO LEARN AND SO CAN YOU! To manage everything, Decimus Holmes has dedicated managers at each business. And recently, she hired a director of operations to oversee all of her businesses and start succession planning.

"Even though I'm only 41, I don't want to work forever," Decimus Holmes said. "Over the past six years, I've worked almost non-stop, but my husband is helping me slow down, reminding me to take breaks and enjoy life... My kids miss their mom because I'm always working. I do my best to bring them to school whenever I can and I spend 5 p.m. to 7 p.m. exclusively dedicated to them every day. But eventually I want to be able to give more time to them."

HOW DID SHE LEARN EVERYTHING SHE NEEDED TO? Every entrepreneur's journey looks different, but two things exist in every journey: struggles and lots of learning.

"Initially, delegating was my biggest challenge—letting go and trusting others with something that felt like my baby," Decimus Holmes said.

"But as the businesses grew, I knew I had to delegate more. Now I have a full team: a director of education, HR generalist, development and intellectual disabilities coordinator, an aging coordinator, and other directors. Adding the director of operations in January has been invaluable as we plan for the future.

It’s truly been an incredible and interesting journey.”

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ND SBDC ​ he North Dakota Small Business Development T Centers (ND SBDC) is a statewide network offering no-cost, confidential business advising and resources to entrepreneurs and small business owners at every stage of the business lifecycle.

SBA The U.S. Small Business Administration (SBA) North Dakota District Office serves the entire state, providing support to entrepreneurs and small businesses through funding programs, counseling, federal contracting certifications, and disaster recovery assistance.

North Dakota Women's Business Center The North Dakota Women's Business Center (NDWBC) is a statewide nonprofit organization dedicated to supporting women entrepreneurs and business owners across North Dakota.

SCORE SCORE, a nonprofit organization and resource partner of the U.S. Small Business Administration (SBA), offers free, confidential mentoring and educational workshops to aspiring and existing small business owners nationwide.

Goldman Sachs 10k Small Businesses Goldman Sachs 10,000 Small Businesses is a philanthropic initiative that provides entrepreneurs with a practical business education, access to capital, and support services to help them grow their businesses and create jobs. In September 2023, the program expanded into rural communities, launching in North Dakota and Arkansas as part of a $100 million commitment to support small businesses in 20 states over five years.

To learn how to conquer those struggles and other struggles, Decimus Holmes has leveraged support from the SBDC, SBA, SCORE, Women's Business Network, and Dakota Business Lending. She also leaned heavily on what she learned while being part of the ND Goldman Sachs 10k Small Business program.

These programs helped Decimus Holmes understand balance sheets, marketing strategies, and SEO—areas previously outside of her expertise.

The programs also provided her invaluable opportunities to network and meet her accountant, Melissa Miranda from Step by Step Accounting, and her tax advisor, Nicky Bucha from Absolute Accounting.

"I learned a lot from those programs," Decimus Holmes said. "People work better with structure. Without clear direction, it's just chaos—a bowl of spaghetti where no one gets anywhere.

But with clear process mapping, policies, procedures, and systems, everyone knows their role, the goal, and precisely how to achieve it. For example, the new state we're about to open (still a secret)—the husband-wife team there was nervous about where to begin. I assured them they wouldn't need to worry. I have comprehensive manuals and a Google Drive ready.

They'll know exactly what to do, step by step. I'll be available for questions, but they likely won't have many since everything is clearly outlined. Hiring strategically, especially in the beginning when funds are limited, is critical.

Knowing the order and importance of each role has been one of the biggest challenges—and successes—in building the business.”

“In the beginning, I did everything—I wore many hats. But through mentorship, I learned to focus on what I do best and hire for the rest," Decimus Holmes said. "Trying to handle accounting myself, for instance, cost me valuable time I could have spent generating more revenue. Hiring specialists, even if initially expensive, allowed me to grow faster and more efficiently. Bringing on my first HR person was a big step because her salary was substantial, and HR doesn’t directly generate revenue. But after

careful budgeting, I realized it was a necessary investment. Similarly, hiring my first office manager was challenging—I hesitated at her requested pay rate but soon recognized her value. Almost immediately after hiring her, we secured a client whose revenue covered her salary completely.

She started at the front desk and has since become my CEO." “My mentors have had a huge impact on my life. David Sabolcik from the University of New Mexico, who was

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the director at the Lobo Club, was phenomenal—he always believed in my potential, encouraging me by saying things like, 'You're going places,'" Decimus Holmes said. "Kenny Wentworth at RISE in Arizona was also instrumental. I initially applied to be a caregiver, but Kenny recognized my potential immediately and instead hired me as a director, believing in me more than I did myself at that time.

His belief inspired my passion for the industry, and he's continued to cheer me on ever since. Back in North Dakota, my pastor, Mark Hale, provided incredible emotional and spiritual support, consistently praying for me and my girls through challenging times."

WHAT'S NEXT? Decimus Holmes says she plans to work five to eight more years before she completes the succession plan.

Then, she wants to use her time to give back to the community and spend time with her blended family of nine.

Until then, let's see what this small business person of the year can accomplish going forward.

All Embracing Home Care allembracinghomecare.com /AllEmbracingHomeCare @allembracinghomecare 54

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Kidwell Signature Cleaning kidwellclean.com

BY BRADY DRAKE Josiah Kopp

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Crystal Nelson, founder and owner of Fargo Ergonomics, has achieved a major milestone in her career—earning the prestigious Board Certified Professional Ergonomist (CPE) credential.

This certification, considered the gold standard in the field of ergonomics, is held by only about 1,500 professionals worldwide, with the majority concentrated in the United States.

experience as an ergonomist. Even after meeting these qualifications, passing the rigorous exam remained a formidable challenge, with only a history of a 38% success rate.

Nelson is now among the first to bring this elite level of expertise to North Dakota.

Through this certification process, Nelson has enhanced her ability to assess and mitigate workplace risks, ranging from extended reaching and heavy lifting to improper lighting and prolonged computer use.

THE JOURNEY TO CERTIFICATION Obtaining the CPE credential is no small feat. Nelson dedicated nearly five years to the process. This required extensive study, completion of qualifying college courses, and at least three years of full-time

"It was a huge undertaking," Nelson said. "I initially applied just to see if I would qualify, and once approved, it took another year to a year and a half of studying before taking the exam. It has been a goal of mine for years and I’m incredibly excited to bring this level of expertise to our area!"

"I feel like a better ergonomist because of it," she said. "This has given me the tools to make better ergonomic decisions and provide more effective interventions for my clients."

DID YOU KNOW? North Dakota businesses can significantly reduce the risk of work-related injuries by utilizing ergonomic consulting services.

The Workforce Safety Insurance Ergonomic Initiative Grant Program is specifically designed to help businesses identify and implement effective ergonomic solutions. This initiative provides expert ergonomic assessments aimed at creating safer and healthier workplaces. Additionally, the program offers financial assistance in the form of grants to help offset the cost of purchasing ergonomic equipment. A new phase of the program will begin in January 2026, creating further opportunities for businesses to enhance workplace ergonomics. As an approved provider, Nelson plays a crucial role in helping companies effectively use these resources to improve employee wellbeing and prevent injuries.

RYSTAL ELSON Becomes North Dakota’s First BoardCertified Professional Ergonomist

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Nelson’s goal is to continue to educate people about ergonomics. Check out her YouTube page where she shares new ergonomic tips and information to help you feel your best. Feel free to subscribe to the channel to help support Nelson and her ergonomic journey.

Companies across the country recognize the value of this credential, viewing it as a mark of credibility and expertise. Since earning her certification, Nelson has already been approached by additional organizations seeking her services, including several companies that sell ergonomic products and are looking for her guidance and feedback.

At Fargo Ergonomics, Nelson primarily works with companies in manufacturing, assembly, and office environments. Her clients range from heavy equipment operators to corporate employees, requiring her to adapt her expertise to various workplace settings.

"One day, I’m working with people in contemporary offices, and the next, it’s steel toe boots and safety glasses at a manufacturing facility," she said.

DEBUNKING ERGONOMIC MYTHS One common workplace trend Nelson cautions against is the use of walking treadmills at desks. While they may seem like a great way to stay active during work, she explains that they can actually cause long-term issues.

"Treadmills are great for the gym, but when you're typing while walking, your body compensates with your hips, which disrupts natural movement.

Our bodies are then not able to move in the reciprocal motion that they are designed to. Your best bet is to get up from your desk every hour and walk around the office for a few minutes.”

Fargo Ergonomics is dedicated to reducing work-related injuries, helping employees feel healthier and happier while enabling businesses to thrive.

With Nelson now holding the highest certification in her field, companies in North Dakota and beyond have an invaluable resource for creating safer and more efficient work environments.

"This certification is more than just a title—it’s a way for me to make a real impact, helping businesses and their employees work smarter, safer, and more comfortably."

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fargoergo.com /fargoergo @fargoergo company/fargo-ergonomics

BY BRADY DRAKE provided by Fenworks the local realm of education, technology, and extracurricular engagement, few individuals have had an impact like Kaleb Dschaak, the CEO and founder of Fenworks, a company that helps middle schools and high schools create their own esports and drone racing programs.

Originally from Dickinson, ND, and now a resident of Grand Forks for the last nine years, Dschaak has been a trailblazer in the local esports industry, leveraging gaming as a powerful tool for communication, education, and student engagement.

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THE VISIONARY CEO LEADING FENWORKS AND THE ESPORTS REVOLUTION THE BEGINNING Dschaak's esports journey began long before Fenworks was established. Growing up, he used gaming as a way to connect with his autistic brother. This personal experience laid the foundation for his deep understanding of the esports landscape and how it helps to bring people together through a shared language and love for an activity.

Later, during his time at the University of North Dakota (UND), Dschaak played a pivotal role in bringing esports into the academic environment. As the student body vice president, he spearheaded the creation of UND’s first esports lab because he recognized the need for structured programs to support students who were passionate about competitive gaming.

DID YOU KNOW? Now, UND offers a varsity esports program on campus as well as an esports degree and intramural teams.

"I was serving in student government and competing in esports," Dschaak said. "This is something I had been passionate about since I was five years old— playing classic Nintendo and Atari games on my dad's lap. At UND, I thought, ‘I love this so much; we need to do more of this.’ So we started a student-led initiative to bring esports to campus. And, ultimately, we did and it was successful."

When things started at UND, the program was club-based.

"I had the opportunity to work with an incredible leader, Olivia Stenstad, who, I believe, founded the esports clubs at UND," Dschaak said. "My game title in college was League of Legends— which now gets me called a ‘boomer’ since I’m not on Fortnite or Rocket League as much. But back then, we were the League of Legends club, and through it, I met some really great friends."

"We quickly realized we needed more structure and foundation," Dschaak said. "So we built a center and a program within the Wellness Center with the goal of integrating esports—an enormous part of so many young people’s lives—with health, wellness, mental health, social health, physical fitness, and nutrition. That was our first mission. From there, we launched the facility, created intramural programming at the Wellness Center, built a team, and watched it grow. Since then, UND has developed varsity esports programs, launched a major in the field, and we've seen higher education across North Dakota and beyond embrace esports.

That momentum has trickled into the K-12 space as well."

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Shortly after graduating from UND, Dschaak began receiving calls from K-12 educators who were asking for his help.

They knew there was a large percentage of their student population that would benefit from having an esports program, but they didn't know where to start. This was part of a nationwide trend as schools across the country were searching for ways to integrate esports into their curriculums and afterschool programs but lacked the necessary resources and expertise to do so effectively. They needed help. So, Dschaak launched Fenworks in August of 2020.

Within three months, the demand was so overwhelming that he decided to go full-time.

“I didn’t really know exactly where everything was going to take off from,” Dschaak admitted. “But pretty quickly, it became clear that we needed to reprioritize—I needed to reprioritize—because the demand for what we were doing just kept growing.”

Starting a business is never easy, and Dschaak’s journey was no exception.

Without immediate funding, he had to bootstrap Fenworks by taking on contracts to manage othere companies' social media accounts. He also helped companies create websites and produce digital content to sustain himself financially.

His background in marketing and political

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science from UND proved invaluable in those early days.

support networks while competing for state titles just like any other sport.

“It was an enormous learning experience,” he said. “Because I went all in, I was able to learn and grow faster. It was exciting, honestly—even if, at certain points, I couldn’t even afford McDonald’s.”

“Traditional extracurriculars have always done this,” Dschaak said. “And as times change, our activities need to evolve too. While adding sports like men’s volleyball or women’s wrestling is great, young people today are also looking for nontraditional activities.”

Despite the financial struggles, Dschaak remained committed to his vision, understanding that he was building something much larger than himself.

The perseverance paid off, and today, Fenworks has become a vital resource for schools across the country looking to establish competitive esports and drone racing programs.

With Fenworks, schools receive comprehensive training, guides, equipment recommendations, and ongoing support to ensure the long-term success of their esports and drone racing programs.

One of the key philosophies behind Fenworks is keeping esports competitions within state boundaries.

Dschaak believes that creating relationships among students from the same region enhances their sense of community and belonging.

Unlike global online gaming, which often disconnects players from their real-world environments, Fenworks creates localized leagues where students can develop friendships, school spirit, and peer-to-peer

The impact has been significant. Students who may not have been involved in traditional sports now have an outlet where they can thrive, build confidence, and even branch out into other school activities.

THE FUTURE OF FENWORKS AND ESPORTS As Fenworks continues to grow, Dschaak remains focused on sustainability.

The last thing he wants is for schools to adopt esports programs that fail due to a lack of longterm support. He wants to ensure quality over quantity by working closely with school districts to guarantee success.

“We keep getting asked to launch more activities,” he said. “And while we’re working on it, our approach is slow and steady—because quality is everything. When you're innovating, especially in a space involving young people, moving too fast can lead to bad outcomes.”

KALEB DSCHAAK'S ADVICE FOR ENTREPRENEURS The most important principle—the North Star—should always be the customer. Consistently listening to your customers, having conversations to understand why they want what they do, and balancing that with your own expertise is critical.

If you’re healthy physically, mentally, and relationally, success in your professional life comes much easier. Finding mentorship and peer support in all of these areas is a powerful way to achieve your goals.

Through his work, Dschaak has not only legitimized esports in education but has also provided countless students with opportunities they never would have had otherwise. As Fenworks continues to grow, one thing is certain—Dschaak’s impact on the world of esports and education is only just beginning.

fenworks.com /fenworksofficial @fenworksofficial /company/fenworksofficial

BY B R A DY D R A K E

submitted by Applied Digital

P WERING THE FUTURE APPLIED DIGITAL’S HIGHPERFORMANCE COMPUTE EXPANSION IN NORTH DAKOTA 64

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pplied Digital is changing the region with massive data center investments that are reshaping the state’s economy and energy landscape.

From blockchain mining to highperformance computing (HPC) for artificial intelligence (AI), the company’s footprint is expanding at a rapid pace.

We sat down with Executive Vice President of External Affairs Nick Phillips who shared insights into the company’s journey to North Dakota, the economic impact of their projects, and their ambitious plans for the future.

Applied Digital officially began operations in March 2021, with serious site selection beginning that June.

After exploring multiple locations, the company landed on Jamestown as its first North Dakota data center site.

Construction began in September 2021, and by January 2022, the facility was up and running, reaching full operation in June of the same year.

Ellendale followed as the next major project, beginning construction in September 2022. Unlike Jamestown’s 100-megawatt capacity, Ellendale is a significantly larger operation. Parts of the facility were live by March 2023, and by July of that year, it was fully operational. But that was just the beginning.

“Right now, we have approval for up to 530 megawatts at Ellendale,” Phillips said. “For context, the entire metro area of Bismarck uses about 100 megawatts. So, our Ellendale facility is already nearly twice that size. And by the time we’re done, we could account for about 10% of North Dakota’s total power generation.”

The economic impact of this is substantial. Applied Digital’s growing workforce includes about 400 employees, with 2,500 permanent indirect jobs statewide supporting operations and as many as 14,000 during construction. The company is also on track to become one of North Dakota’s top 10 property taxpayers by 2026 or 2027.

estimated to each be 900,000 square feet. Altogether, when complete, the Ellendale campus will have roughly 2.2 million square feet.”

The investment is staggering: $5 billion from Applied Digital for construction, and an estimated $15 billion from customers to fill the facility with computing equipment. By comparison, Jamestown’s original eight buildings and office and warehouse cost around $42 million, and the initial 10 buildings at Ellendale were an $82 million investment. The scale-up is exponential.

THE NEXT PHASE OF GROWTH A SHIFT TO AI Ellendale’s expansion is nothing short of massive. The current facility—180 megawatts—spans 10 buildings with 110,000 square feet of operational space. But under construction now are three additional buildings that will push the scale far beyond its current size.

“The first new building alone is 380,000 square feet, a three-story structure with about 94,000 square feet dedicated to the data hall,” Phillips said. “The next two buildings are

Originally, Applied Digital’s North Dakota facilities were built for blockchain mining. But the new Ellendale expansion is designed entirely for HPC applications.

“The HPC applications we’re supporting include generative AI, natural language processing, and machine learning,” CONTINUED FARGOINC.COM

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With more than $20 billion in combined investment from Applied Digital and its customers, the Ellendale expansion is the Phillips explained. “This isn’t just about ChatGPT—AI is transforming medicine, agriculture, and other industries. AI can analyze medical images for improved diagnostics, optimize farm production using real-time data, and even power autonomous systems.”

“Our agreements with utilities let us shut off up to 95% of the facility within five minutes if needed,” Phillips said. “This provides incredible grid stability. Instead of utilities having to fire up expensive backup power plants, we can return energy to the grid instantly.”

The company is designing its buildings with future-proofing in mind. Today, most U.S. data center cabinets run at about 7.5 kilowatts, but Applied Digital is preparing for 50 to 200 kilowatts per cabinet.

Within a few years, densities could reach 1,000 kilowatts per cabinet, meaning the same physical space will house exponentially more computing power.

This flexible energy usage has had a direct financial benefit for North Dakota residents. In 2023 alone, it led to MDU returning $5.4 million to ratepayers. That number is expected to grow to $14 million in 2024, thanks to Ellendale’s continued expansion.

One of Applied Digital’s key advantages in North Dakota is its ability to balance power consumption with grid needs. For example, blockchain mining is highly sensitive to electricity prices, which allows the company to shut down operations when power demand surges.

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WHY NORTH DAKOTA? The company’s decision to focus its major expansion efforts in North Dakota was driven by two primary factors: cost-effective power and cooling efficiency.

“Electricity is our single biggest expense,” Phillips said. “North Dakota produces far more energy than it consumes, which makes power costs very attractive. And cooling is another major cost factor—our buildings generate a lot of heat. North Dakota’s naturally cold climate makes cooling far more efficient compared to places like Arizona or Nevada.”

Beyond infrastructure and energy, Applied Digital has actively worked to integrate itself into the communities of Jamestown and Ellendale. The company has donated to local projects like a pickleball court, supported small businesses, and even helped modernize a local bowling alley to provide more recreational opportunities.

“At Thanksgiving, we bought 500 turkeys for our construction workers from the local Hutterite community,” Phillips said. “We’ve also volunteered at county fairs, sponsored parades, and worked to improve the quality of life for our employees and the

largest singlesite investment in North Dakota history. broader community.”

With more than $20 billion in combined investment from Applied Digital and its customers, the Ellendale expansion is the largest singlesite investment in North Dakota history. And according to Phillips, it’s only the beginning.

“We’ve built a lot in just four years,” he said. “And the reason we’re continuing to bet big on North Dakota is simple—the workforce here is incredible.

People show up, no matter the

weather. That’s a huge reason why we’re continuing to grow in this state.”

As AI and high-performance computing continue to shape the future, North Dakota is positioning itself as a key player in the next generation of digital infrastructure. And with Applied Digital leading the charge, the state’s impact on the global tech landscape is only set to expand further.

applieddigital.com APLDdigital @applied_digital /company/applied-digital-co

More Than Just Shopping Junkin’ Market Days Brings Music, Food, & Unique Finds to Fargo

BY B R A DY D R A K E |

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provided by Kerry Bamsey

eginning Friday May 2 through Saturday, May 3, Fargo will host its eighth Junkin' Market Days, a curated event and market for small businesses.

At the event this year, visitors can find food trucks, boutique clothes, jewelry, shabby chic home decor, rustic furniture, vintage, antiques, candles, gourmet foods, and more!

But how did this event come to be? It turns out the answer to that question and many of the other aspects of this business are quite interesting.

When?

Friday, May 2 from 4 p.m. to 7 p.m. and Saturday, May 3 from 9 a.m. to 4 p.m.

Where?

Veterans Memorial Arena: 1201 7th Ave E, West Fargo

Cost? $5 (12 and under free)

Coupon?

Discount code "BOGO" for Buy One Get One Free admission

Website? junkinmarketdays.com/tickets

Junkin' Market Days Founder Kerry Bamsey

How & Why it Started The founder of Junkin' Market Days, Kerry Bamsey and her husband were small business owners themsevles who were hit hard by the COVID-19 pandemic, as were many of the vendors they knew.

"Vendors had to do twice as many events just to make up for lost income during the pandemic," Bamsey said.

"These events are crucial for small business owners who have products to sell. During COVID, most shifted to online sales since everyone was shopping from home. But now, the online space is oversaturated, making it harder for small businesses to compete—especially boutique clothing stores, which face overwhelming competition. Many of these vendors

have seen their online orders drop by 90-95%, so getting in front of customers at in-person events is essential. Another key aspect of these events is the personal connection these events offer. When customers attend, they get to meet the makers, hear their stories, and learn about their products firsthand. That’s a completely different experience from ordering something off Amazon. Customers become more invested in the makers and their businesses, knowing their purchase is directly supporting someone’s dream.

For many of these small business owners, this is their full-time income, and they are constantly finding ways to get their products in front of people."

So she started the first Junkin' Market Days event in 2021 in Sioux Falls, SD. Fargo had its first event later in the fall of that year. But how did she get people to buy in so quickly?

"It kind of happened by surprise. I had been attending larger events in places like Minneapolis, and I wanted to bring something similar to Sioux Falls... That first event is always the hardest to get people to commit to. What I did was travel to events in multiple states, meet people in person, tell them about the business and the event, and personally invite them. That face-to-face contact makes a huge difference—people feel much more comfortable... Because of those personal connections I established, I was able to hold the first event in Sioux Falls with 120 vendors, and literally thousands of customers attended," Bamsey said. "I knew that if it worked in Sioux Falls, it would work in Fargo because the community is great at supporting small businesses. When I hosted the first event in Fargo in the fall of 2021, I couldn’t believe it—thousands of people showed up to support. That’s just how Fargo is; they want small businesses to succeed."

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The Business Structure Bamsey still runs and promotes the events in Sioux Falls and the Fargo events which take place every spring and fall. However, their are about 30 events a year in multiple states including: Arkansa, Illinois, Kansas,. Missouri, Nebraska, Wisconsin, and, of course, North Dakota and South Dakota.

"We are in multiple states because I teach women how to organize events in their own communities," Bamsey said. "We do this through a license agreement. Essentially, these women are renting or leasing a territory for a set period of time and paying a fee. In return, they receive training on how to run the event, along with all the branding, website setup, and other essential tools. This saves them a lot of time because, as an event promoter, you have to handle everything— accepting payments, marketing the event, managing vendor applications, contracts, and more.

All of that is already figured out for them. I provide the platforms, train them, and even attend their first event with them."

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New for Fargo in 2025 "This year, we’re focusing more on creating an experience. That means incorporating live music, food trucks, and a sip-and-shop atmosphere," Bamsey said. "We’re also looking at adding demonstrations and makeand-take activities, making it more of an interactive experience rather than just a shop-and-go event. The number of vendors has grown, and I’ve also brought in multiple vendors from other states, which introduces new and exciting products to Fargo. We’re seeing a lot of trends, like permanent jewelry and hat bars—whether it’s trucker hats with emblems or cowboy hats with burned-in designs. I actively seek out vendors with unique items and limit them to just one or two per event to reduce competition. The goal is to continuously bring in fresh selections and out-of-state vendors to give the Fargo community a compelling reason to come shop."

Interested in attending?

Head to: junkinmarketdays.com/tickets

/junkinmarketdays @junkinmarketdays

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FROM A HIGH SCHOOL JOB TO A SUCCESSFUL BUSINESS

SPOTTING AN WI TH J ER EM Y K E L L ER

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By Brady Drake |

submitted by Extreme Cleaning

ometimes an entrepreneur is just someone who sees an opportunity and works very hard.

Jeremey Keller, Founder of Extreme Cleaning, saw his opportunity back in 2002 while working in a restaurant as a high school student.

"I was an assistant manager at a restaurant, and we used to hire a company from Fargo to come and clean our

kitchen hood and exhaust," Keller said. "I saw it and it just kind of interested me."

That interest eventually sparked action as Keller began doing the same sort of cleaning on the side—starting with the restaurant he worked for.

"It was crazy—I’d work all night, up in the ceiling scraping grease," Keller said. "It was a filthy job, but I don’t know, it just kind of interested me. I never in my wildest dreams thought it would turn out to be my career or something I was passionate about. There was no Google back then, so I learned everything on my own. It was kind of a "fly by the seat of my pants" operation. I rented a pressure washer, found some degreaser, and it’s been a lot of trial and error ever since. Our whole system and process today has been developed over the last 20 years. Every year, we make it a little better. A lot of the equipment we

OPPORTUNITY use is stuff we’ve put together ourselves because there’s really no training for this anywhere. You just have to learn as you go, and I kind of enjoy that part: developing better processes, designing better equipment, and always giving my guys new tools, chemicals, or scrapers to try out. It’s about constantly finding ways to make the job easier or better."

we usually have one guy stay below, just in case."

Eventually, the side hustle would become a career and eventually, it would become a passion. However, that all took time as Keller did the work on his own, with a friend occasionally tagging along to help out, for many years.

As he worked, the business continued to grow and grow until he hit a point where he needed to make a decision.

Of course, like anything that involves trial and error, there were a lot of mistakes early on for Keller.

"From 2002 to 2006, I just did this on the side," Keller said. "I didn’t work much in the winter, mostly worked alone, and was still working part-time at an old restaurant. That’s when I decided I needed to focus on one thing and do it well. So, I jumped into this fulltime. I kept doing it on my own until 2012, when my first daughter was born. That’s when I realized that if I got hurt, there’d be no money coming in, and I might lose customers because there’d be no way to get the work done. That’s when I really started hiring people and growing the business. 2012 was the year we decided to kick it up a notch and take things to the next level."

"The second restaurant I worked with, which I consider my first real job because it was someone I had to go out and get, was a learning experience," Keller said. "I had a friend helping me, and we were both up on the roof pulling on the pressure washer hose. We didn’t have the ladder tied down, and it fell. So, we were stuck on the roof in the middle of the night, no cell phones, nothing. I ended up jumping into the dumpsters to get down. From that day on, I learned: to always tie the ladder off. Now,

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SPOTTING AN OPPORTUNITY Josiah Kopp

BUILDING A BUSINESS Being a sole owner-operator is great, but it can, usually, only take you so far in the business world. The real test begins when you have to start hiring.

"When I was working by myself, I used to think there was no way anyone else could do this—I’d never be able to train anybody," Keller said. "But then I started thinking how nice it would be to have employees out working every night while I could sit in an office someday... As far as learning how to run a business, I’ve had some great influences.

The owner of the restaurant I worked at in high school taught me some really great lessons. At the time, I didn’t even realize how much I was learning. But later, I saw how the things he had us do—keeping track of processes, KPIs, and operations—really shaped the way I run things now.

Growing up on a small farm until I was 15 was also a huge advantage. Kids who grow up on farms develop a different work ethic and a whole different way of looking at the world. In the workforce, that makes a big difference. I also studied business management at Bismarck State College.

I did two years there, and that’s the only college education I’ve had, but it was invaluable. I learned a lot, and there were some great teachers. One class, in particular, taught me how to start my own business, write a business plan, and tackle introductory accounting. I’ll admit, I wish I had paid more attention in those classes, but I learned enough

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to figure things out on my own. That experience was a big help, too. I had one instructor—I can’t remember his name for sure—but he told us that he had started a couple of businesses that didn’t make it. He said if he ever started another business, it would definitely be a service business because you don’t have all the inventory and overhead.

That really stuck with me, and it was a lesson I’ve always remembered. I also learned a lot of little things, like advertising and marketing, which were useful back then, even though some of it doesn’t apply the same way today.

Another resource I remember was this business center they had. About 5–10 years after I graduated, I went back there when I was getting ready to hire employees. They helped me figure out what I needed to do—how to get set up with the state, unemployment, and workers' comp."

Now, Keller has a team of over 50 employees spread across five locations: Fargo, Mandan, Sioux Falls, SD; Rapid City, SD; and Port St. Lucie, FL. In total, they service areas in eight states: North Dakota, South Dakota, Florida, Minnesota, Iowa, Nebraska, Montana, and Wyoming.

"I think the most important part of our success is the people—my employees. I have great people, and I try to treat them like family," Keller said. "That’s the key. Everyone I’ve talked to, especially through the

THE GRASS IS ALWAYS GREENER "Funny enough, the nights I get to go out and help my crew are probably the happiest nights for me. My phone’s down, and I’m just doing something hands-on. When I’m in the office all the time, it’s like being a prisoner in my own world—always putting out fires, the phone never stops ringing, and I never feel caught up. It’s weird how that changes."

International Kitchen Exhaust Cleaning Association, agrees that finding good help is tough in any industry. But in ours, it’s a whole different challenge because we work nights, and the hours vary depending on when restaurants close. One night my crew might start at 10 p.m., the next at 6 p.m. The schedule is unpredictable."

To make it work, Keller says he has always tried to be flexible with his employees. If someone needs to be home for a kid’s concert or take a day off, he makes it happen.

"I think that flexibility, combined with fair pay and support for their personal goals, has been key to our growth," Keller said. "Nothing makes me happier than seeing one of my employees buy a new truck, a car, or even a house. It’s important to me that we’re not just growing as a company, but that we’re helping our people achieve their goals."

That's a key factor for Keller.

"I believe our company’s goals need to be big enough to encompass everyone else’s goals," Keller said. "If my employees want more opportunities, I need to keep working hard to create them—new positions, new locations, and room to grow. Expanding to Sioux Falls

was an easy decision. We were doing so much work there that it just made sense. We were spending a lot on travel time and hotels, and a couple of guys wanted to move there, so we started that location. The same thing happened in Fargo and Rapid City. We reached a point where we had too much work to keep sending guys from Mandan or Sioux Falls. In Rapid City, we actually bought out a competitor and rolled all his customers into ours, which is how that location started. The Florida location came about during a particularly brutal winter a few years ago. Winter is already tough for us, but adding long drives, canceled jobs, and worrying about the guys on the road made it even harder. I decided that if I expanded again, it would be somewhere warm. Through a friend, I found someone selling their business in Florida. I went down, met him, looked at the area, and made the deal.

It’s worked out great. We’re now working on a second and third location in Florida because we’ve grown so much. Having multiple branches helps us share labor and jobs—if one shop gets slow, the other can step in and help.

It’s a similar situation to what happened up north. We’re traveling so much to other areas now that it makes sense to have people stationed there full-time."

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SPOTTING AN OPPORTUNITY

EMPLOYEE APPRECIATION Keller believes that showing employee appreciation is another key factor in his company's success.

"Since my wife convinced me to take my first vacation in 2011, I’ve been a big believer in encouraging my employees to take time off," Keller said. "But more than that, we’ve made it a point to give back. We’ve sent employees and their families on trips to places like Mexico, Florida, Vegas, and North Carolina."

These trips are a thank you to Keller's employees and their spouses, who deal with the late-night schedules and missed evenings. Usually the trips last 5-7 days.

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"Taking care of my people, helping them grow, and making sure they know they’re appreciated—it’s all worth it," Keller said. "I’ve also started sending several guys down to Florida for what we call a ‘work vacation.’ They go to train and work with our Florida team, but they also get some days off to enjoy themselves. In the middle of a North Dakota winter, being in Florida is definitely a much better experience!"

From a high school assistant manager with a side hustle to the founder of a multi-state operation, it's clear to see that Jeremy Keller knows how to spot an opportunity. We can't wait to see what he does next.

JEREMY KELLER'S BUSINESS ADVICE "I think now there’s so much information out there—it’s both good and bad. You can find advice on starting and running a business on YouTube, through programs, books, and seminars. Some of it is helpful, but some of it isn’t. I’ve seen people spend years reading books, taking courses, and attending seminars hosted by so-called billionaires who charge you to hear their advice. The problem is many people get stuck in this cycle of gathering ideas and never actually get anything done.

My biggest piece of advice is to just go for it and get it done. It’s fine to have a mentor, read a book, or attend one seminar, but stick with one philosophy and take action. Don’t spend all your time planning and overthinking, because eventually, you get nowhere.

The other key is to work harder than everyone else. If you’re going to start a business, you have to be all in—willing to work any day, any hour. Success takes a lot of work and dedication. Every successful person I know has that in common—they put in long hours and outwork their competitors.

This isn’t an 8-to-5 deal, at least not at the beginning. Maybe someday, when you have the right team, you can cut back on hours, but nothing beats hard work, outworking your competitors, and listening to the right people.

extremecleaningusa.com /extremehoodcleaning /extreme-cleaning-hood-cleaners-in-north-dakota

When you take advice, it’s important to consider who you’re getting it from.

Advice is valuable, but only if it comes from someone who truly knows what they’re talking about. That makes all the difference."

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USER EXPERIENCE

The First Impression is Everything Your website should be so intuitive that visitors don’t have to think. A strong UX ensures:

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SECONDS

Fast Loading Speeds – If your site takes more than 3 seconds to load, expect high bounce rates.

Clear Navigation – Users should find what they need instantly. Keep menus simple.

Mobile Optimization – Over 60% of web traffic comes from mobile; if your site isn’t mobile-friendly, you’re losing customers.

Strong Call-to-Action (CTA) – Every page should direct users toward an action: “Book Now,” “Get a Free Quote,” “Shop the Collection”

READABILITY Say More with Less

Your website copy should be easy to scan, understand, and act on. Best practices include: our website has just five seconds to make an impression. If visitors don’t immediately understand what you offer, why it benefits them, and how to take action, they’ll leave— possibly for good.

A high-performing website follows four key marketing principles to capture attention, build trust, and drive conversions: User Experience (UX) – Navigation should be easy and effortless Readability – There needs to be a clear, easy-tounderstand message Watchability – Use engaging visuals to retain attention SEO Functionality – Ensure your site is discoverable

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Concise Headlines – Clearly state your value proposition in a few words.

Example: “Welcome to Our Website” “Get Professional Web Design That Converts” Bullet Points & Short Paragraphs Avoid walls of text. Visitors should get key information at a glance.

Conversational Tone Write as if you’re speaking directly to your audience. Avoid jargon and complex terms.

WATCHABILITY

Use Visuals to Engage and Convert Humans process visuals 60,000 times faster than text, making design and multimedia essential for an effective website. Prioritize: High-Quality Images & Videos – Feature real products, people, or explainer videos to build trust.

Consistent Branding – Maintain uniform colors, fonts, and styles across all pages.

Strategic Use of White Space – A cluttered website overwhelms visitors; give content room to breathe.

SEO FUNCTIONALITY Be Found, Stay Relevant

A well-designed website is useless if no one can find it.

Implement these SEO essentials: Keyword Optimization – Use relevant keywords naturally in headlines, meta descriptions, and body text.

Fast Load Times – Google prioritizes sites that load in under two seconds. Compress images, enable caching, and use a reliable hosting provider.

Internal Linking – Guide users (and search engines) with relevant links between your pages.

Schema Markup – Help search engines better understand and display your content in results.

THE PERFECT WEBSITE FORMULA: The 5-Second Test To check if your website passes the 5-second rule, ask yourself: Can visitors immediately tell what you offer?

Do they understand why they need it?

Is it clear how to take action?

If not, it’s time for a website upgrade!

CHECK OUT THESE EXAMPLES OF HOW SPOTLIGHT HAS HELPED COMPANIES PASS

the 5-second test!

PRECISION Previous Issues:

Lack of scalability: Precision's old website lacked scannability, which means visitors to the site were less likely to spend a lot of time on the site—not good.

Lack of content: Google cares that it provides its users with trustworthy search results, and users will more likely pick a company to do business with that knows what they are talking about. Precision lacked trustworthiness (in the eyes of Google) not because they didn't know what they were talking about, but because they didn't have enough content to provide proof of trust.

To fix this, we did the following.

Increased scalability By adding clean navigation with calls to action and hierarchy within the sections.

Added content We also added different content to give users an idea of who they are and what they offer.

We did this through a video and a form that allows you to schedule a service right away.

Increased trustworthiness In addition to adding content to increase trustworthiness, we also achieved this by adding the Better Business Bureau and Home Builders Association logos to the site. We also added reviews, updated photos of staff, professionals' stats, years in business, and their number of employees!

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THE WELLNESS DISTRICT

DID YOU KNOW?

Previous Issues: The old Wellness District website had a number of issues.

• Lacking clear navigation.

• No visible call to action within the first 5 seconds.

• Not clear what the clinic's full list of services was, confusing as to what they all offer.

"According to Hubspot, 55% of visitors spend less than 15 seconds on your website.

That’s not a lot of time to read!"

- Megan Suedbeck Director of Creative Strategies at Spotlight

To address this we took a number of steps: CTA We made sure that there were calls to action on two main services right away as well as a call to action for new patient specials.

Navigation We made sure that users could navigate the site clearly and provided a new and improved user-centric design that shows people what they do and how to get started.

INTERESTED IN HOW SPOTLIGHT CAN HELP YOUR BUSINESS? GET IN TOUCH!

SCAN ME

spotlightmediafargo.com /spotlightfargo @spotlightfargo /company/spotlight

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By Tori Schmidt OWNER, THE EVENT COMPANY

About the Author Tori Schmidt is the owner of The Event Company in Fargo, a company that specializes in weddings and events of all sizes. She is also the event manager at Folkways, a community-driven organization dedicated to enriching the cultural landscape of Fargo, ND, by fostering creative experiences, supporting local artisans, and celebrating regional traditions.

11 TIPS for Successful W Event Planning

hether you're planning a corporate event, brand launch, or a dream wedding, a wellexecuted event requires more than just a checklist—it’s about strategy, creativity, and seamless execution. As a seasoned event planner ranging from local community events to high-profile celebrations, I’ve learned a thing or two about making events unforgettable.

Here are my top tips for businesses looking to plan a flawless event.

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1.

Folkways, Studio Freshly

Define Your Goals First Before diving into logistics, ask yourself: What’s the purpose of this event? Whether it’s increasing brand awareness, celebrating a milestone, or strengthening client relationships, having clear objectives will guide every decision—from venue choice to programming.

2.

Know Your Audience Understanding your guests is key. Are you catering to industry professionals, potential clients, or a social crowd? Your event’s tone, entertainment, and even food choices should align with your audience's expectations and preferences.

3.

Budget Smart, Not Cheap Great events don’t have to break the bank, but cutting corners in the wrong places (like sound, lighting, or catering) can make or break the experience. Prioritize key elements that will leave a lasting impression.

4.

The Venue Sets the Tone Your venue is more than just a location—it’s the foundation of your event’s atmosphere. Consider accessibility, layout, and ambiance to ensure it aligns with your event goals and enhances the guest experience.

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5.

Timing is Everything

You’ve carefully chosen vendors to bring your event to life—now trust them to do what they do best! Your planner, caterer, florist, and production team are all working toward the same goal: making your event flawless. Listen to their professional advice, communicate openly, and remember that a successful event is a collaborative effort.

Be mindful of dates, competing events, and your audience’s availability. A mid-week networking event might work for professionals, while a weekend affair could be better for social celebrations.

7.

8.

Trust Your Vendors – You’re on the Same Team

6.

Hanri Human

Kaytlin Dargen

Communication is Key

Expect the Unexpected

From vendor coordination to guest invitations, clear and consistent communication ensures everyone is on the same page. Set deadlines, send reminders, and always have a point person for last-minute changes.

Even the best-laid plans can, and usually do, hit a snag.

Have a contingency plan for everything—weather, vendor cancellations, or tech issues. Learning to be flexible and quick on your feet will save the day.

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9.

Make It Engaging People remember experiences, not just events. Most of my clients lately have been searching for that standout ‘wow moment.’

Incorporate interactive elements, entertainment, or surprises to keep your guests engaged and talking long after it’s over.

10.

Capture the Moment Whether it’s a professional photographer, a social media team, or live-streaming, document your event! It’s great for marketing, PR, and keeping the buzz going long after the last guest leaves.

11.

Follow Up & Get Feedback Your job isn’t done when the event ends. Send thank-you notes, follow up with attendees, and gather feedback to improve your next event. A post-event survey can give you valuable insights into what worked (and what didn’t).

Final Thoughts Planning an event—whether large or small—requires creativity, organization, and a little bit of magic. If you’re feeling overwhelmed, don’t hesitate to bring in a professional who can work with you to take the stress off your plate and make sure your event is executed flawlessly. After all, you should be able to enjoy the experience as much as your guests!

BY B E N D E E T Z , L E N D E R R E L AT I O N S S P E C I AL I S T, U.S. S B A

ccording to the U.S. Small Business Administration (SBA) Office of Advocacy, the number of small businesses in the Fargo metropolitan area grew from 23,077 in 2023 to 24,229 in 2024. Small businesses are the heartbeat of our local communities and eclipsing 25,000 here in Fargo-Moorhead will be a special milestone worthy of celebration and reflection. 2021 Census data shows that nearly half of all employees in the FM area, 49%, are employed by small businesses.

While our small businesses continue to adapt and grow, it is important that as a community and as resource providers we continue to show up to support

them. At the SBA, we will continue to meet our small businesses where they are, offering a variety of programs and resources aimed at supporting the establishment and vitality of small businesses across North Dakota.

SBA’s resources can be summarized by grouping them into three “C’s”: increasing access to capital, providing government contracting assistance, and supporting small business development with counseling. The SBA resource partner network can help not only with planning the start of a new business, but they can also help with expanding or refocusing existing businesses. This network consists of the following partner organizations:

j SCORE j North Dakota Small Business Development Center j North Dakota Women’s Business Center j Veterans Business Outreach Center of the Dakotas These organizations can provide guidance with business planning, market research, financial projections, succession planning and more. These services are confidential and are offered at no cost. Whether a business is starting, growing, expanding, or recovering, the SBA resource partner network is there for support, guidance, and advising.

The U.S. Small Business Administration (SBA) is a federal agency dedicated to empowering entrepreneurs and small business owners by providing critical resources, guidance, and support to help businesses start, grow, and succeed.

Established in 1953, the SBA offers a variety of services, including business financing through guaranteed loans, counseling and mentorship programs, disaster relief assistance, and advocacy for small businesses in policy-making.

By supporting the backbone of the American economy, the SBA aims to foster economic growth, innovation, and job creation nationwide.

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Access to capital is critical for starting or growing a sustainable and resilient business. An SBA-guaranteed loan can help connect entrepreneurs with capital they may not have been able to access elsewhere on reasonable terms. The 7(a) loan program is SBA’s primary loan program and with a maximum loan amount of $5 million it can be used to finance a broad list of uses, some of which include working capital, changing business ownership, and refinancing eligible business debt. Hundreds of lenders in North Dakota participate in the SBA 7(a) loan program and small business owners can choose which lender they would like to work with to apply for a 7(a) loan.

SBA’s Lender Match tool assists small businesses looking to connect with participating SBA lenders and can be accessed at SBA.gov/lendermatch.

The 504 loan program offers long-term, fixed rate financing for major fixed assets that promote business growth. The maximum loan amount is $5.5 million and eligible uses of proceeds include commercial real estate, construction, machinery, and equipment among other things. The 504 loan program is provided in collaboration with Certified Development Companies, SBA’s community-based nonprofit lending partners who promote economic development within their communities.

There are currently four Certified Development Companies that are authorized to issue SBA 504

loans in North Dakota and can be contacted to apply: j Dakota Business Lending j Lake Agassiz Certified Development Company j Lewis & Clark Certified Development Company j Minnesota Business Finance Corporation For more than 60 years the SBA has celebrated National Small Business Week, which acknowledges the critical contributions America’s entrepreneurs and business owners. Small businesses maintain and strengthen our economy while providing our communities with local flavor and crucial services. National Small Business Week in 2025 will take place May 4-10. As the Fargo-Moorhead area is poised to soon surpass 25,000 small businesses, we want to recognize the hard work, ingenuity, and strong connectivity within our entrepreneur ecosystem that has contributed to making this achievement feasible.

N O R T H DAKOTA S BA sba.gov/district/north-dakota @sbagov /SBAgov 701-239-5131

HOW TO Price Your Products and Services for Maximum Profit

By Del Carver SCORE Mentor

ne of the biggest challenges for business owners is setting the right price for their products or services. Price too low and you risk running your business at a loss. Price is too high and you may struggle to attract customers. Finding the sweet spot in your company’s version of “The Price is Right” is key to profitability.

To start, ask yourself two critical questions: Do you have a pricing strategy?

When was the last time you reviewed it?

Understanding Your Costs Before deciding on a pricing strategy, you need to fully understand your costs. Costs generally fall into three categories.

Variable Costs These are directly tied to producing your product or delivering your service. In manufacturing, this includes raw materials, labor, packaging, commissions, credit card fees, and outbound freight. For service businesses, variable costs could include mileage and materials used for a project.

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Fixed Costs These remain the same regardless of sales volume. Examples include rent, loan payments, office salaries, advertising, equipment depreciation, insurance, and utilities.

Hidden Costs Often overlooked, these include returns, warranties, customer service expenses, and, in service industries, non-billable labor time.

No matter which pricing strategy you choose, it must cover all these expenses while delivering a sustainable profit.

Common Pricing Strategies One common approach is costplus pricing, where you add a fixed profit margin to your total costs.

While this method is simple, it may lead to overpricing some items and underpricing others. Profit, not just margin, should be your focus.

A more strategic approach is valuebased pricing.

What is Value-Based Pricing?

Value-based pricing sets prices based on the perceived value of a product or service rather than just its cost. As Warren Buffett famously said, "Price is what you pay; value is what you get."

To apply this approach, consider: Your Customer Base Who is buying your product, and what are they willing to pay? Pricing is not about what you think it’s worth—it’s about what your customers value.

Clearly defining your target market and conducting research can help avoid mispricing. A common mistake is trying to appeal to everyone; even the best pricing models will attract some customers and deter others.

Market Competition & Demand What do competitors charge, and where do you fit in? For example, in the Fargo-Moorhead-West Fargo area, there are at least 28 coffee brands with over 96 locations, excluding gas stations, convenience stores, and restaurants. According to coffeestics.com, local coffee prices range from $0.64 to $12.29 per cup. Understanding this range helps determine a competitive yet profitable price point.

Your Unique Value Proposition (UVP) What makes your business stand out? The value of your product or service can differ for each offering.

Analyze your sales data to determine which products are most valuable to customers. Sometimes, eliminating lower-performing products makes more sense than lowering prices.

Overcoming Price Objections When a customer says, “Your price is too high,” ask yourself the following.

• Is the customer right? If your pricing isn’t aligned with value, they might be.

• Have you demonstrated the value clearly? In many cases, customers object to price because they don’t see the value—not because the price is truly too high.

Some customers are purely transactional—they’re only interested in the lowest price (like the person buying the $0.64 coffee). You won’t convince them to pay more.

But for value-focused customers, demonstrating why your product is worth the price is essential.

Key Takeaways: How to Optimize Your Pricing Sell the value, not just the price If your product is superior, highlight the benefits and charge accordingly. If it has fewer features, justify a lower price.

Regularly evaluate your pricing strategy Pricing isn’t static. Review it periodically by asking: • Are customers responding well to the price?

• Are profit targets being met?

• Are competitors adjusting their prices?

Small price changes can have a big impact Even a 5–10% price increase can significantly boost profitability with minimal effect on demand. Consider testing different price points and tracking results.

Final Thoughts Your pricing strategy should align with your business goals, market positioning, and profitability needs. By understanding costs, researching competitors, leveraging customer psychology, and adjusting for demand, you can develop a pricing model that supports both profitability and business growth.

About SCORE SCORE is a nonprofit organization that provides free, confidential mentoring and educational resources to small business owners and entrepreneurs in the United States. Supported by the U.S. Small Business Administration (SBA), SCORE connects aspiring and established business leaders with experienced mentors who offer guidance on topics such as business planning, financing, marketing, and operations.

With a network of over 10,000 volunteers, SCORE plays a crucial role in fostering small business growth by offering workshops, online courses, and one-on-one mentoring sessions. Its mission is to empower entrepreneurs with the knowledge and tools they need to succeed in today’s competitive business landscape.

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Securing Financing for Small Businesses: A Comprehensive Guide

By Michael Danielson, Veterans Business Outreach Specialist 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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ecuring financing for small businesses is a critical part of starting, operating, and growing a successful company.

Whether you're looking to launch a new business or expand an existing one, financing plays a key role in funding operations, product development, marketing efforts, and other essential activities. For many small business owners, understanding the different types of financing available, how to prepare for the process, and knowing the steps to take can significantly increase their chances of success. Financing for small businesses generally falls into two primary categories: debt financing and equity financing, each of which offers different advantages and challenges. Debt financing involves borrowing money that must be repaid, usually with interest, and includes options such as traditional bank loans, lines of credit, business credit cards, and invoice financing. Equity financing, on the other hand, involves raising money by selling ownership stakes in the business to investors in exchange for capital. This category includes angel investors, venture capital,

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crowdfunding, and even turning to family and friends for financial support.

When considering debt financing, traditional bank loans are often the first option that comes to mind. These loans typically offer lower interest rates but can be difficult to qualify for, especially for small businesses that are just starting out or don't have an established track record of success. To qualify for a traditional bank loan, businesses usually need to demonstrate strong credit histories, a solid business plan, consistent cash flow, and the ability to repay the loan. Collateral may also be required to secure the loan.

Alternatively, the U.S. Small Business Administration (SBA) offers loan programs designed to help small businesses that may not qualify for conventional bank loans. SBA loans are partially guaranteed by the government, making them less risky for lenders. The most common SBA loans include the SBA 7(a) loan, which can be used for a wide range of purposes, including working capital, equipment, and real estate; the SBA 504 loan, which is specifically for purchasing fixed assets like buildings and equipment; and the SBA microloan program, which offers smaller loans for businesses that need less funding. While SBA loans have lower interest rates and more flexible terms, they often come with a lengthy application process and significant documentation requirements.

Another form of debt financing is a line of credit, which provides businesses with a set credit limit that they can borrow against as needed. Lines of credit offer flexibility and are often used to cover short-term cash flow needs.

They may be secured or unsecured, depending on the lender and the business’s credit worthiness. With lines of credit, businesses only pay interest on the amount they borrow, making it a convenient option for businesses that experience fluctuating cash flows. However, lines of credit tend to come with higher interest rates than

traditional loans, especially for businesses with less established financial histories. Invoice financing, or accounts receivable financing, is another option for small businesses that need cash quickly. It allows businesses to borrow money against outstanding invoices, enabling them to access funds before their customers pay. There are two primary forms of invoice financing: invoice factoring, where businesses sell their receivables at a discount to a lender for an immediate cash advance, and invoice discounting, where businesses retain ownership of the receivables but still receive a cash advance from the lender. Both methods allow businesses to access cash more quickly but come with fees and potential loss of control over collections.

For small businesses, business credit cards offer another form of short-term financing, but often come with conditions that make using them undesirable for business owners. Like personal credit cards, business credit cards allow businesses to make purchases and pay for them later, often with a grace period during which no interest is charged. Some business credit cards offer rewards programs, such as cash back or points, which can be beneficial for businesses that pay off their balances regularly. However, business credit cards can have high-interest rates and fees, making them a risky option for businesses that carry balances month to month. On the equity side, angel investors are individuals who provide capital to earlystage businesses in exchange for ownership equity or convertible debt. Angel investors typically invest smaller amounts than venture capitalists, but they can

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be more willing to take risks on new businesses. In addition to providing capital, angel investors often offer guidance and mentorship, making them valuable partners for growing companies. However, angel investors usually expect significant returns on their investment and may seek a level of involvement in the company’s operations or decisionmaking. Venture capital, on the other hand, involves professional investors, such as venture capital firms, that manage pooled funds from institutions and high-networth individuals. These investors typically invest in high-growth businesses that have the potential for rapid scaling. Venture capital is most commonly used by startups in industries such as technology or healthcare. While venture capital provides substantial funding and strategic support, it often comes with a demand for equity and a significant level of control in the business’s decision-making processes.

Crowdfunding has emerged as another option for businesses to raise capital. Crowdfunding platforms, such as Kickstarter, Indiegogo, and GoFundMe, allow

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businesses to raise money from a large pool of individuals who contribute small amounts. In exchange, backers may receive rewards, such as the product being funded or, in some cases, equity in the company. Crowdfunding can be an effective way to test market interest in a product while raising funds, but it requires a strong marketing campaign and the ability to attract a large number of backers. For some small businesses, turning to family and friends for financial support is a practical and informal option. Borrowing from family and friends can offer more flexible terms and less formal paperwork than traditional lending institutions, but it also carries risks.

Personal relationships can become strained if the business fails, so it is essential to clearly outline the terms of the investment and have open communication with family and friends before pursuing this option.

Before seeking financing, it is crucial for small business owners to be well-prepared. This preparation includes developing a solid business plan that outlines the company’s goals, strategies, and how the funds will be used. Business owners

should also have their financial statements in order, including income statements, balance sheets, and cash flow statements, as lenders and investors will rely on these documents to assess the business's financial health.

Credit scores, both personal and business, are another key factor in securing financing, so it’s a good idea to review credit reports and take steps to improve credit before applying for funding. Additionally, business owners should have a clear understanding of how much capital they need, how they will use the funds, and what type of financing will best align with their goals.

Researching different financing options and understanding the terms and conditions of each can help ensure the business selects the right type of funding.

The application process for financing will vary depending on the type of financing and the lender or investor involved. In general, businesses will need to submit an application, which may include a credit check and background review. The lender or investor will likely request documentation such as financial statements, tax

returns, and the business plan.

Once approved, the business owner may need to negotiate terms, including interest rates, repayment schedules, and equity ownership. It’s essential to be prepared for these negotiations and to ensure the terms are fair and in the best interest of the business. The approval process can take anywhere from a few days to several months, depending on the financing source, and business owners should be prepared for this wait.

Securing financing for a small business can be a challenging process, but with the right preparation, knowledge, and persistence, it is possible to obtain the necessary capital.

By understanding the various financing options available, whether through debt or equity, and preparing thoroughly for the application process, small business owners can increase their chances of success.

Financing is not just about getting the funds needed to start or grow a business, but about ensuring that the business has the right financial foundation to

achieve long-term sustainability and growth.

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

WHY BRAND LOYALTY IS DECLINING KEY FACTORS DRIVING THE SHIFT 1. PRICE SENSITIVITY & INFLATION Economic uncertainty has made consumers more cost-conscious. With inflation pushing prices higher, many shoppers are prioritizing affordability over brand preference. Private labels and budget-friendly alternatives have gained traction, as seen in grocery chains where store brands are outpacing national brands in growth.

SOLUTION: To combat this brands must communicate value beyond price.

Highlighting quality, durability, or unique benefits can justify a premium.

Offering loyalty-based discounts, bundling, and flexible payment options can also retain cost-conscious customers.

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2. DECLINING CUSTOMER TRUST

Consumers are more skeptical than ever. High-profile cases of misleading advertising, data breaches, and inconsistent product quality have eroded trust. A 2024 Edelman Trust Barometer survey found that only 47% of consumers trust most brands they buy from.

SOLUTION: Transparency is key. Brands should openly communicate about sourcing, pricing, and corporate values.

Responsive customer service, clear return policies, and a strong commitment to ethical business practices can rebuild trust.

3. THE RISE OF E-COMMERCE & DIRECT-TOCONSUMER (DTC) BRANDS The digital revolution has made it easier for customers to discover and

AND HOW TO WIN BACK CUSTOMERS Brand loyalty is not what it used to be. A decade ago, customers stuck with their favorite brands, often for years. Today, they are more willing to switch. According to a 2023 McKinsey report, 73% of consumers have changed brands in the past year, citing factors like price sensitivity, lack of personalization, and inconsistent customer experience.

BY BRADY DRAKE

try new brands. Platforms like Amazon, TikTok Shop, and Shopify-powered DTC brands are flooding the market with fresh alternatives, often at lower prices or with more engaging customer experiences.

SOLUTION: Established brands must refine their online presence. Fast, seamless checkout processes, personalized recommendations, and engaging social media strategies can help retain customers. Subscription models and exclusive digital content can further enhance retention.

4. LACK OF PERSONALIZATION Modern consumers expect brands to understand their preferences. A 2023 Salesforce report found that 66% of customers expect businesses to anticipate their needs. However, many companies still use generic marketing that fails to resonate.

SOLUTION: Invest in AI-driven personalization.

Brands that tailor recommendations, emails, and promotions based on individual behavior see higher engagement. Dynamic pricing and custom loyalty programs that adapt to user preferences can also strengthen connections.

5. POOR CUSTOMER EXPERIENCE & SERVICE Loyalty isn’t just about the product—it’s about the experience. Long wait times, difficult return processes, and robotic customer service turn customers away.

85% of consumers say they would switch brands after just one poor experience, according to PwC.

SOLUTION: Customer experience must be frictionless. Fast response times, omnichannel support (live chat, email, phone, social media), and proactive problem-solving will keep customers coming back.

WINNING BACK LOST CUSTOMERS Losing customers doesn’t mean they’re gone forever. Here’s how brands can rebuild loyalty:

2. DOUBLE DOWN ON COMMUNITY ENGAGEMENT

1. IMPLEMENT A CUSTOMER WIN-BACK STRATEGY

Consumers are more likely to stay loyal to brands that foster a sense of community. Brands like Nike and Lululemon engage customers with events, exclusive groups, and interactive content. Encouraging usergenerated content, customer stories, and social media engagement helps build a deeper connection.

Instead of focusing only on acquiring new customers, brands should actively work on regaining former ones. Personalized email campaigns with targeted offers, “We Miss You” discounts, and surveys to understand why they left can re-engage them.

3. REWARD LONG-TERM CUSTOMERS GENEROUSLY Many loyalty programs offer weak incentives. The best ones go beyond simple discounts—think experiential

rewards, exclusive product access, or first dibs on sales. Sephora’s Beauty Insider program, for example, allows customers to redeem points for experiences, not just products.

4. FOCUS ON SUSTAINABILITY & ETHICAL PRACTICES Consumers, especially Gen Z and Millennials, care about sustainability.

Brands that genuinely commit to ethical sourcing, eco-friendly packaging, and social impact initiatives see higher loyalty. Patagonia’s repairand-reuse initiative is a prime example of how to turn values into customer retention strategies.

Brand loyalty is in decline, but it’s not dead. The brands that thrive will be those that adapt to evolving consumer expectations—offering value, trust, personalization, and an outstanding experience. Companies that fail to prioritize these elements will continue to lose customers to more agile, customer-focused competitors.

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WOMEN YOU SHOULD KNOW EMPOWERED BY

Erin Shapiro CEO AND DIRECTOR, PLAINS ART MUSEUM

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By Jordan Woods | Photo provided by Jordan Woods Art has the power to transform, connect, and inspire—a philosophy that Erin Shapiro, CEO and director of the Plains Art Museum, embodies in her leadership. Since taking the helm at North Dakota’s only nationally accredited art museum a year and a half ago, Shapiro has worked to keep access to art, ensuring that the museum serves as a space for education, creativity, and inclusivity.

From Artist to Advocate Originally from upstate New York, Shapiro started on the artist’s side of the industry, earning an MFA in sculpture from the Cranbrook Academy of Art. Her early career was filled with hands-on studio work, creating largescale performance and installation pieces. However, while working various roles in museums, including an early internship in Florence, Italy, Shapiro discovered a passion for curation and museum operations.

“I loved helping other artists realize their visions,” she said. “That was a turning point for me.”

Over time, she transitioned into fulltime museum leadership, taking on roles in institutions across the country, including the Cleveland Museum of Natural History and the Springfield Museum of Art in Ohio. Most recently, she served as the executive director of the Hawaii Mission Houses Historic Site and Archives in Honolulu before making the move to Fargo. “It was definitely a transition from Honolulu to Fargo,” she said with a laugh. “But I’ve found an incredible community here.”

A Commitment to Access and Inclusivity One of Shapiro’s core beliefs is that art should be accessible to everyone.

She’s proud that the Plains Art Museum remains free and open seven days a week, a policy that eliminates barriers for those who might otherwise be

intimidated by traditional museum spaces.

“Museums can feel exclusive, but they shouldn’t be,” Shapiro said. “If I hadn’t had access to art as a child, I wouldn’t be where I am today. I want to create that same opportunity for the people of Fargo.”

With that in mind, she is focused on diversifying the museum’s programming. Exhibitions feature international, national, regional, and local artists, ensuring that Fargo residents don’t have to travel to major metropolitan areas to experience world-class art.

Overcoming Challenges in the Museum World The biggest challenge facing museums today, according to Shapiro, is relevance. With endless entertainment options competing for people’s time, getting visitors through the doors requires a strategic approach.

“Fifty years ago, museums were part of everyday culture – something people just did,” she said. “Now, we’re up against social media, streaming, and so many other distractions. We have to be intentional about making museums a place people want to visit.”

At the Plains Art Museum, this means keeping exhibitions and programming engaging, approachable, and community-driven. Exhibition texts are written at a fourth-grade reading level, a small but significant step in making art more accessible to a broader audience. “We’re not trying to impress people with academic jargon,” she said. “We want them to feel welcome and included.”

transform the space. The museum is currently working with Seattle-based architecture firm Olson Kundig and Fargo’s JLG Architects to connect its two existing buildings with a glass-walled welcome center. “This expansion will create a more cohesive, inviting environment for visitors,” she said. “It’s about making art even more accessible and ensuring the museum continues to grow.”

Life Beyond the Museum Outside of work, Shapiro spends much of her time with her five-year-old son, helping him adjust from island life to North Dakota winters. She also enjoys hiking, reading, and gardening— activities that provide balance and inspiration.

A Leader in the Arts and in Fargo Shapiro’s work at Plains Art Museum is about more than just exhibitions, it’s about building community, creating opportunities, and ensuring that Fargo remains a vibrant cultural hub. As she continues to grow the museum’s presence and reach, one thing is clear: her passion for art, accessibility, and education will leave a lasting impact on the region.

“For me, it’s all about access,” she says.

“Art should be for everyone, and I’m excited to keep making that a reality in Fargo.”

Plains Art Museum plainsart.org /plainsartmuseum @plainsartmuseum @plainsartmuseum

The Future of the Plains Art Museum Shapiro has big plans for the museum’s future, including an ambitious capital campaign that will physically

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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 Sarah West, Owner, Light Consulting.

By John Machacek Photo by Geneva Nodland

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01 Sarah, will you please tell me your elevator pitch for Light Consulting?

Absolutely! Light Consulting exists to help small to midsized businesses operate more efficiently, make better financial decisions, and ultimately lighten their load.

We specialize in financial consulting, fractional CFO services, and executive coaching, providing businesses with the strategic guidance they need—all without the overhead of a full-time hire.

Our goal is to make business feel "Lighter" by providing leaders with timely, accurate information so they can make the best decisions for their company’s future.

02 Who would you say Light Consulting is for, as in the target audience?

Light Consulting is for small to mid-sized businesses that want to grow and operate more efficiently. Our clients that fit best have a growth mindset and are eager to improve how they run their businesses. Many of our clients come to us when they are frustrated with how heavy the financial component of their business is or in a transition in/

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out of their finance team.

Business owners often will initially look at our rates and compare them to the hourly wage of a full-time hire, but they quickly realize they don’t actually need someone full-time. With us, they get expert guidance without the added cost of benefits, PTO, or the 40-hour work week commitment.

And as far as executive coaching, we work with business owners and leaders who want to grow both professionally and personally. Many of our clients are highly skilled in their industry but need help navigating leadership challenges, decisionmaking, and strategic planning.

03 Can you share with me some examples or most common ways you help the clients be more efficient or on a better path?

Aside from handling financial work and process improvements, there are three major ways we help businesses save money: Tax Strategy – We make sure our clients are taking advantage of taxsaving opportunities they may not even be aware of.

Insurance Review – We assess their current plans and costs to find potential savings.

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Financial Ratios – We help businesses align their financial ratios to industry benchmarks, ensuring their pricing, costs, and cash flow are optimized.

Part of what we do is highlight where things might be off-track and provide guidance. Over time, we’ve realized that some clients need us to be more candid—more direct—because making tough decisions isn’t easy. But when they know we have their best interests in mind, those hard conversations become invaluable.

04 I imagine that gained and trusted advice from having their best interests in mind, must be relatable as well to the fractional CFO work you help with. While accounting and finance can be more routine and transactional, the strategic, and maybe less common parts of finance, can be a different ballgame mentally. So they may really need that sage advice. Am I correct in that assessment?

Exactly. Being great at accounting doesn’t always translate into being a great CFO. Accounting is often very black and white, and compliancedriven, whereas CFO-level decisionmaking is strategic and requires a different way of thinking.

We’re also seeing a shift in the industry.

A lot of high-level finance professionals are retiring, leaving a gap in strategic financial leadership. Many small and mid-sized businesses don’t need a full-time CFO, but having someone like Light Consulting on retainer—knowing your business year-round—is incredibly powerful.

Beyond that, we help businesses access tax strategies and financing programs that many in-house accounting teams or small business owners wouldn’t necessarily know about. In fact, in the five years we’ve been in business, we’ve collectively helped our clients save or access over $50 million.

05 And could the same be said with the executive coaching Light Consulting does, in that you can’t really expect the leaders of the small businesses to know and act on a wide variety of information, especially as they’re doing normal day-today business?

That’s exactly why we do what we do.

My sweet spot is combining financial expertise with strategic coaching, but our goal is to be the first call a business owner makes when they need help—whether it’s HR, insurance, finance, or legal matters. We take complex topics and make them "Light," acting as an interpreter so

business owners can make confident decisions.

We also help leaders define where they should focus their time and energy. One of the tools we use is the “Three Circles” approach: Who God made you to be – We assess personality traits and strengths.

Your experience – What you’ve done and been trained to do; which doesn’t always align with personality assessments.

What the world demands – Many entrepreneurs create solutions for problems, but if there’s no market willing and able to pay for it, they struggle. We help them differentiate between market demands and general needs.

06 We first met about 10 years now through our time on the MSUM Business School Advisory Board, and back then you were doing corporate accounting.

Can you tell me a bit about the thought that went into taking the plunge to leave corporate accounting to start your own business?

At the time, the company I worked for was going through a structural

change, and I had the opportunity to become part of the ownership group.

That got me thinking about my next step, and I saw three options: 1. Stay and become an owner.

2. Go work for a larger organization.

3. Start my own business.

I had a lot of conversations with people I trusted and ultimately realized that choices #1 and #2 would keep me in a very defined role. Option #3 to go out on my own offered flexibility, variety, and the chance to build something.

Being a finance person, I ran the numbers and mapped out how many clients I’d need to make it work. Funny enough, my first client ended up being my former employer, who hired me to help with their transition. Within six weeks, I had replaced my previous income.

07 I believe that was in 2019.

When looking at this almost six years later, what are some things that have changed compared to how you thought the business might look?

Originally, I planned to be a solopreneur. I was burnt out on managing people, and my business plan predicted I’d spend 50% of my time on financial consulting and 50% on coaching. That quickly shifted to about 90% financial work and 10%

coaching because the market clearly needed financial expertise.

Now, I have a team of 13 people, and while our company focus is still 90% financial and 10% coaching, my personal time has shifted— about 60% of what I do is now coaching.

Entrepreneurship is harder than I expected, but it’s been worth it. Many businesses don’t fail because of lack of passion; they fail because of all the operational complexities. That’s a big part of what Light Consulting helps with— taking care of the “boring stuff” so entrepreneurs can focus on what they love.

08 On somewhat of a separate note from Light Consulting, a few years ago you added Dale Carnegie of North Dakota and NW Minnesota as another business you own. Will you please tell me more about that as well?

Sure! I initially got to know Dale Carnegie when its previous owner was a client of ours at Light Consulting. Around that time, my business partner, Melissa, was helping part-time with Dale Carnegie and ended up taking the course herself. It was life-changing for her, and she became passionate about the program.

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Meanwhile, their owner was looking to transition out of the business. I knew it was a great company, but I didn’t have time to run it myself. Melissa, who had been praying for a sign about her next step, saw that sign—literally, she asked for butterflies and started seeing them everywhere. From there, things moved fast. Thanks to Bremer Bank, we secured financing quickly, and Melissa took over as President while I handled the ownership side.

Owning Dale Carnegie has also helped me as a consultant—it gave me firsthand experience in buying a business, and dealing with valuation, culture shifts, and employee transitions. Now, I can share those insights with clients looking to buy or sell a company.

09 If you could go back in time to Sarah from the past, what kind of hindsight advice would you give yourself?

Oh, so many things, yet I wouldn’t change it, because if I didn’t make those mistakes, I wouldn’t have learned the lessons I needed. I guess, listening to the Holy Spirit, others call it intuition, before things escalate to a problem or a crisis. For almost

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everything that hasn’t gone well, I can look back and say here were the 3-5 signs I should have listened to and chose NOT do something.

10 What can we do as a community to help you and Light Consulting succeed?

Let us help, we’re only one call or email away.

Light Consulting lightconsulting.co /lightconsulting.co lightconsultingandcoaching /company/light-consulting-coaching

About John