Start Up 2021

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XYOOJ MEDIA HAS WORKED WITH A NUMBER OF AUTOMOTIVE BUSINESSES

rev up your social media game A FEW HELPFUL BUSINESS TIPS FROM SOCIAL MARKETING WHIZ KOOBMEEJ XIONG words + photo by

koobmeej xiong

AS SOMEONE WHO LIVES AND BREATHES MARKETING, I spend countless hours preaching the powerful modern day tool known as “social media.” I have moved many clients to a full social media marketing strategy. The beauty of these platforms are the insane amounts of organic reach. You can drive huge traffic to your product, brand, website – all without spending a single dollar. Here are some tips to make sure you nail your social media game.

1. Post curated content.

2. Respond to your fans!

This means finding and sharing content that your audience will enjoy reading and interacting with. What you post does not always have to be something original that you created. Find an interesting article that has to do with your niche and share the link.

The best way to create a great image for your brand is to interact directly with your audience, those asking questions, etc. Creating that personal connection is key.

Respond to comments, even if it’s just a few words or an emoji. It shows that you are active and care.

3. Pick a theme or style and keep it that way.

4. Micromanage all your analytics and insights.

Having a consistent posting style, color scheme, or message goes a long way. It positions you in a way that when people see a post from you, they already know who it is without even looking at the name. Why do you think a company like Apple is so unmistakable?

This is how you figure out what posts do better than others. Does your audience like pretty photos, videos, articles, polls? Figure out what is getting the most engagement, and keep those on full throttle.

Koobmeej “Koobs” Xiong is the owner of Xyooj Media, a photography and creative agency based in Eau Claire. Xiong is an expert on effectively relaying your brand message to the world. Check out more of his work at w.

5. Focus on quality.

I would rather see one very good post every single day than three mediocre ones in one day. At the rate people consume content these days, there is no time for second-best content. Make sure your images are crisp and well lit. Spend the time to create a good video; it does not have to be long.

Make sure your graphics are to a standard that you are proud of.

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a real treat

CREATING OPPORTUNITIES FOR PEOPLE WITH DISABILITIES TO FIND FAIR WORK words by

katy hackworthy

WE ALL HAVE HOPES AND DREAMS, ESPECIALLY WHEN IT COMES TO OUR CAREERS. For local high school student Nick Hinze – one-half of the mother-son duo behind the local dog biscuit company Nick’s Dog Treats – those dreams extend even farther than himself and his small business.

When Nick Hinze was 11 months old, he was diagnosed with Spastic Quadriplegic Cerebral Palsy.

Jennifer Hinze, a strong advocate for her son, knew the path to employment for individuals with disabilities often isn’t an easy one.

As a mother, she set out to combat the obstacles her son faced head on. But what blossomed from a love of baking dog treats for their furry family member has burst into something more.

“My dream for this opportunity has surpassed just him,” Jennifer

Hinze says, “and I want to create a path for Nick and others to become more valued and accepted in their community.”

Through their hope of eventually obtaining a brick-and-mortar location for their growing business, the duo seek to create job opportunities for others with disabilities, starting with kids in high school who might need a few lines for their résumé. “After they graduate, they will have a place to come to work,” Jennifer Hinze says.

According to the U.S. Bureau of Labor Statistics, only 19.3% of people with a disability are employed.

This shockingly low number only becomes more shocking when you consider that many folks who are employed are paid a sub-minimum wage, or are only permitted to work a certain number of hours to quali-

“ I WANT T O CR E AT E A PAT H F O R N I C K AN D OTHE RS T O B ECO M E M O R E VAL UE D AN D AC C E P T E D IN T HEIR CO M M U N I T Y .”

– JENNIFER HINZE, NICK’S DOG TREATS

SUBMITTED PHOTO

fy for financial assistance from the government. Employers justify paying these workers as little as three cents per hour by claiming they’re providing vocational training and jobs for those who otherwise never find one.

Nick and Jessica Hinze – knowing the unfair treatment in the business sector – decided to take

Governor’s Business Plan Contest seeks entrepreneurs’ entries DO YOU HAVE A TECH-BASED BUSINESS IDEA THAT COULD HIT IT BIG? The 18th annual Wisconsin Governor’s Business Plan Contest is accepting entries online for the 2021 competition through 5pm Saturday, Jan. 31. The contest is designed to encourage entrepreneurs in the startup stage of tech-based businesses in Wisconsin. The contest links up-and-coming entrepreneurs with a statewide network of community resources, expert advice and mentoring, management talent, and possible sources of capital. For their initial entries, contestants will submit a 250-word (about 2,000 characters) idea abstract

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online at govsbizplancontest.com. Contestants will also find business plan templates, startup information, networking contacts, and technical resources from a mix of state and national resources on the website. Contestants who advance to subsequent contest rounds will expand their plan in stages. About 100 volunteer judges drawn from the finance, sales, marketing, research, and technology sectors across Wisconsin will score the entries and provide feedback on submissions. To enter, become a judge, or learn about sponsorship opportunities, visit govsbizplancontest.com.

matters into their own hands by starting their own business, which offers fair wages and ethical work opportunities for people with disabilities.

Jennifer Hinze says it best: Everyone deserves to work and make a meaningful contribution.

To check out the Hinzes’ creations, visit nicksdogtreats.com.

collaborate with CoLab

CRITICAL RESOURCES FOR START-UPS AND ENTREPRENEURS AMID PANDEMIC words by

rebecca mennecke

COLAB, A COWORKING COMMUNITY LOCATED IN DOWNTOWN EAU CLAIRE, has one primary focus: serving their community. And that value hasn’t changed, despite almost everything else in the world changing radically.

“CoLab strives to connect, collaborate, and build community,” said Elaine Coughlin, director of CoLab. “Whether it’s brainstorming, talking through barriers, or connecting folks to key resources, we’re always looking for ways to support the entrepreneurial ecosystem within the Chippewa Valley.”

Amid the pandemic , many businesses have relied on remote work to keep their businesses afloat, and CoLab has the resources to help make turbulent transitions easy and painless. Their downtown location is complete with open-concept desks, personal workstations, Wi-Fi, conference rooms equipped with Zoom technology, phone booths, printing access, a shared kitchen and breakroom, and – perhaps most importantly – copious amounts of coffee. going and meet milestones. As This offers folks in the compart of our community, you’ll munity a safe option for working stay engaged and connected.” outside home, which is a critiBut CoLab’s deep roots in cal resource for new business the community are nothing new. owners amid these uncertain CoLab is the co-coordinator for times. As the COVID-19 vaccine Startup Eau Claire Week, the becomes available to more Chippewa Valley’s Chippewa Vallians, largest entrepreneurCoLab looks to slowly ship event, which CoLab reopen to new memthis year featured (715) 514-2275 bers this spring or 16 virtual events, 312 S Barstow Street, summer. Specifically, showcasing almost 50 Suite 2, Eau Claire CoLab focuses on local businesses, and hello@colabec.com working with local engaged hundreds of colabec.com entrepreneurs to participants. CoLab continue creating is also the host for a thriving start-up 1 Million Cups, a weekly event scene in Eau Claire. that offers a platform for entre“We want any startup as part preneurs to gain feedback from of our space to consider us as the community. CoLab also is the part of their team,” Coughlin headquarters for VentureHomesaid. “Being an entrepreneur or Eau Claire, a pilot program in part of a startup can be a tough partnership with UW-Eau Claire and lonely journey, and we are and the UW System, which acts as here to make sure you keep Eau Claire’s first seed accelera-

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tor program.

“We tend to feed off of each other’s energy,” Coughlin said, “and that is also true about work. If you surround yourself with other motivated individuals and teams, you’re more likely to stay focused and productive.”

In addition to offering critical resources and assistance to local businesses, CoLab is like a member of your team: They want to see your business prosper.

Coughlin finds three tips can be immensely helpful for entrepreneurs working in their space: Create a routine, take breaks, and be sure to get some fresh air throughout the day. Creating a sense of normalcy during times that feel anything but can be tricky, but CoLab is a great place to start.

In the future, CoLab looks to build virtual networks for entrepreneurs who may not need the

physical space, but would like to have access to their resources and sense of community. They look to combine virtual and in-person membership offerings and programs, along with free programming to the public to see how the community can best benefit from CoLab. “We’re excited to be a space that can provide a place that workers from all backgrounds can get focused work done without being isolated from the rest of the world,” Coughlin said.

“With COVID-19, we’ve seen a lot of businesses needing to pivot in small and big ways and through this and beyond, CoLab will continue to provide support in the form of programs, events, building community, and providing connections.”

For more information on CoLab, check out their website at www.colabec.com.

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Imagineering the future

IMAGINEERING EVOLVES TECH, HELPS START-UPS FIND THEIR FLOW words by

rebecca mennecke • photo by andrea paulseth

JOSH HANSON, PRESIDENT OF IMAGINEERING AND HOOPS

TIPS FOR BUSINESS START-UPS 1. Get equipped.

Imagineering offers free on-site evaluations to see what technology businesses are equipped with and where to focus their efforts (and pocketbooks).

2. Ask questions.

WHEN DAVE HANSON FOUNDED SMART As local businesses turn to ACCOUNTING COMPANY HOOPS IN 1996, Zoom, Microsoft Teams, tabtechnology looked pretty differlets, cellphones, laptops, and ent. Cellphones were primarily telework to manage day-to-day clunky flip phones, the internet tasks, Imagineering helps ensure was in its infancy, and portable they are equipped with the right CD players were all the rage. We hardware, software, and security won’t even mention floppy disks. to make their operations sucOr disposable cameras. cessful. But Imagineering isn’t But if there’s one thing all about technology: It’s about Hanson does well, it’s adapting relationships. to the times. When he bought “A lot of times with IT Imagineering in 2007, Hanson support, you get a help desk,” integrated his experience with Hanson said, “and we’ve never accounting work with customhad one. When you work with er-based IT support to help locals us, you get a personal consultant streamline their busiassigned to you. That nesses, while ensurpersonal touch is how ing information and we’ve always done it.”

Imagineering data security.

An Eau Claire (715) 834-7712 And his flexibilnative, Hanson and 611 S. Farwell Street, ity for the times is a his team put emphaEau Claire skill he has passed sis on the commuimagineeringit.com down to his son, nity. Imagineering Josh, who now serves sponsors students as the CEO and president of at Chippewa Valley Technical Imagineering during a time when College through scholarships in virtual work dominates local their technology program, sponbusiness, and IT support is needsors kids at the YMCA for Camp ed more than ever.

Manitou, and recently began “Technology is constantly working with the Pablo Center at changing,” Josh Hanson said, “so the Confluence to sponsor STEM we get to dabble with new things education for local students. all the time.”

Keeping up with technology and

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keeping up with friends and neighbors allows Imagineering to support a prospering business community in Eau Claire and the Chippewa Valley.

“A lot of it is because Eau Claire is changing,” Hanson said.

“We can offer the same things that you can get in a big city right here in Eau Claire. There’s no reason your business can’t run like a national company, even if you’re just two people in an office.”

As a fellow downtown business, Imagineering supports the prospering entrepreneurial scene in downtown Eau Claire by offering a wealth of resources for local businesses to ensure they are equipped with the best technology for their business.

When Hanson isn’t helping the community, he enjoys spending time with his wife and three sons outside, hiking, golfing, getting out on the lake, or going to Big Falls or Beaver Creek Reserve.

He looks forward to working with locals from any kind of business to ensure the success of local entrepreneurs and to keep them secure.

Learn more about Imagineering at www.imagineeringit.com.

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Many businesses may not realize there are more streamlined ways of doing business or different resources to take advantage of. Imagineering can help businesses identify weak points and improve their business.

3.Stay secure.

Cyber attacks may seem like a big-city issue, but Hanson says phishing scams and hacking may be aimed at small businesses, too. Be prepared by getting educated on how to stay secure.

4. Train.

Make sure your colleagues, coworkers, and employees are aware of common technology issues and scams.

Ensure everyone is on the same page when it comes to data security.

5. Keep it simple.

If you don’t understand complicated technological issues, don’t feel defeated! Imagineering is here to help you understand complex tech issues and make sure you aren’t leaving weak points in your business.

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crafting through uncertainty

LOCAL CRAFTERS TURN TO ETSY AS SIDE-GIG OPTION AMID COVID UNCERTAINTY words by

rebecca mennecke

THE WANDERING HOOKER

KOSTA LEATHER GOODS

AS A RESULT OF THE COVID-19 PANDEMIC, MANY BUSINESSES have been hit hard, but not Etsy.

Amid turbulent economic times, many locals have turned to the popular crafting e-commerce site to sell handmade products as a way to earn extra cash or pass the time.

“Starting an Etsy business is so appealing during the pandemic because of how easy it is for anyone to start one and start selling the products they make,” said Cameron Sotka, owner of Kosta Leather Goods, which is sold primarily through Etsy. “It is a way for me to relieve stress at the end of the day and a way for me to express myself in my work.”

According to Statistica, a market and consumer data research company, gross merchandise sales on Etsy amounted to $6.7 billion during the first nine months of 2020, and Etsy’s gross merchandise sales doubled (even without accounting for added

face mask sales!) between April and September, as compared to the same period in 2019.

“This is a super exciting time for us crafters,” said Sarah Hurt, owner of The Wandering Hooker, which sells primarily crocheted goods. “Our friends, our family, and our community have been looking to us to help solve problems we didn’t have before. Like all of us out there making masks. There’s this excitement that starts with using up our fabric stash. … We’re sharing things we love to do and the talents we have with our community to remind us we’re still in this together.”

Most new Etsy sellers in the Chippewa Valley don’t use it as a primary income, but more as a creative outlet and a way to earn a little extra change.

“I’m not an overnight sensation,” said Sara Selseth, a yoga instructor at The Yoga Room who sells homemade eye pillows and other crafted

THE WANDERING HOOKER

MIMSY DESIGN CO.

goods on Etsy. “It’s not replacing my full-time job. I don’t see it ever doing that. It’s literally just a hobby and allowing me to share this phenomenal thing that no one knew they needed until they tried it.”

“ THIS IS A SU PER EX CIT ING T I M E F O R US C R AF T E R S . O UR F R I E N DS , O U R FAMILY, A ND O U R CO M M U NIT Y H AV E BE E N L O O K I N G T O US T O H E L P S O L V E PR O B L EM S W E DI DN ’T H AV E BE F O R E .”

– S A R A H H U R T, O W N E R O F T H E W A N D E R I N G H O O K E R

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Though Etsy is an international virtual business platform, it enables folks to support local creatives in a safe and socially distanced manner.

According to Selseth, you can set your location, so that enables buyers and sellers to connect locally.

“Crafters are building our communities closer together,” Hurt added. “The money that goes to me to make a heirloom blanket is money that I’m keeping in my community. I take that hustle money and bring my family out to dinner to Ted’s in Menomonie or Brewery Nonic to buy a friend a beer around their fire pit that’s outside and feels socially safe.”

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