USDA Rural Business Development Grant Project Benefits Small and Emerging Businesses in 16 Wisconsin Counties
Community Education Initiative’s “Business Startup in Rural Wisconsin” Program Provides Free Technical Assistance and Training to Help Create Jobs and Drive Economic Growth in Rural Wisconsin
USDA Rural Development is currently accepting application for Rural Business Development Grants. The program promotes economic development and job creation projects through grant funds to eligible entities. Below is a highlight of a past Rural Business Development Grant recipient, Community Education Initiative Inc. (CEI), that is providing business technical assistance to benefit small and emerging businesses in 16 rural Wisconsin communities. From in-home care givers to steel workers, acupuncturists and more, the Rural Business Development Grants (RBDG) program is creating jobs and driving economic growth in rural Wisconsin.
“It’s exciting to see RBDG investments helping new and emerging businesses, and creating and retaining jobs in rural Wisconsin communities,” said USDA Rural Development Wisconsin State Director Andrew C. Iverson. “Technical assistance and training provided with help through the Rural Business Development Grant program drives economic growth and more opportunities.”
Through the “Business Startup in Rural Wisconsin” program, jobs are being created through small business start-ups (business owner jobs) and small business expansion (employee jobs). Experienced CEI mentors assist entrepreneurs from the idea stage, through business plan development, to the opening of the business. The program assists participants of all ages – we will highlight a few of the businesses helped by CEI’s assistance.
The Daily Drip
At just 19 years old, Chloe Genske has already celebrated one year of owning the coffee shop where she was an employee during high school. When the owner of The Daily Drip in Shawano decided to sell the business, Chloe jumped at the chance to own her own business.
“I couldn't stop thinking about it,” said Genske. “I was 18, fresh out of high school, it was a scary thought, and it was a big risk, but risks are worth taking. I had always wanted to be a business owner. I just didn't know what that would look like for me.”
That all changed when Genske started working with CEI’s “Business Startup in Rural Wisconsin” program. During weekly mentoring sessions, she learned the ins and outs of business planning and more.
CEI mentoring covers topics such as these:
- Hiring an employee and identifying tasks the employee can cover to help free up time for business matters owners need to address
- Developing standard policies and procedures for employees
- Establishing consulting arrangements with an accountant and a financial advisor
- Reinvesting – in the business and herself
“My experience working with CEI has been phenomenal,” said Genske. “CEI encourages me to think beyond my original thought. I throw ideas and concerns out and CEI comes back with solid advice and resources. CEI works with my crazy timeline, and as a small business owner that is a wonderful thing. It has been nothing but helpful.”
Chloe Genske takes a quick coffee break at her coffee shop, The Daily Drip in Shawano. Through a Community Education Initiative, Inc. project funded by a Rural Business Development Grant, Genske received mentoring, technical support and more that helped her to become a small business owner at the age of 18.
Siren Steel Yard
In Siren, Siren Steel Yard LLC has been working with CEI since June 2025 since co-owners Jen Lundberg and Rob “Tex” Northquest learned about the project through a community resource center. Initially, they met each week with a mentor who covered topics such as business plan development, how to track goals and achievements, and more. As their business grows, they continue to work monthly with a mentor.
“Since they started working through the Business Startup in Rural Wisconsin, Siren Steel is making significant progress toward expanding their service area and hiring more employees,” said CEI Support Coach and Grant Manager Kate A. Christnot.
“Working with Robert and John through CEI has been helpful with every step, from everyday business, marketing, financials, and growing the company,” said Lundberg. “The community has also been very supportive and welcoming in our new adventure. We've made it through our first year of business and look forward to growing and adding more equipment and services to better support the needs of our community.”
CEI also works with more established businesses, assisting with Artificial Intelligence (AI) literacy, marketing strategy, process improvement and more.
Siren Steel Yard, LLC employee Tyler Sley (left) with co-owners Jen Lundberg (center); and Rob “Tex” Northquest stand with an early 1990s shear that is still used today for cutting sheets of metal. Siren Steel is involved in an RBDG-funded Community Education Initiative, Inc. project, making progress toward expanding their service area and hiring more employees.
Acupuncture of Shawano
“Working with CEI has been a game-changer for our business,” said Acupuncture of Shawano Owner Raul Beltran. “We were already doing well, but CEI’s guidance in accountability, marketing, process improvement, and AI helped us sharpen our operations and accelerate our growth. Their support gave us clearer direction, and the tools to scale faster than we ever expected. CEI didn’t just help us improve — they helped us level up.”
Cares in Motion
In Webster, Cares in Motion, a supportive home care agency that opened in 2025, is working through the program to support families in Burnett and Polk counties.
Rural Wisconsin residents Samantha Fischer, Kerri Slate and Cassandra Mercer co-founded the agency to support the growing number of aging Wisconsinites.
“As rural Wisconsin’s aging population grows, many families face the challenge of helping loved ones age safely at home. At the same time, local caregivers often face burn-out, high turnover, and lack of recognition. Cares in Motion was born from both sides of that equation — with a goal to support both clients and caregivers in meaningful ways. We know this region. We live here. We care here,” said Slate. “This isn’t about building a business. It’s about building a better experience for families and the people who support them every day.”
They are looking ahead to the future and the assistance they can support for people in rural Wisconsin.
“I'm so proud of our team and what we have been able to accomplish so far,” said Mercer. “I'm looking forward to what the future holds for all of us.”
CEI is also looking ahead to the future, potentially working with more businesses in the other counties the project serves, which are: Ashland, Barron, Bayfield, Burnett, Florence, Forest, Jackson, Juneau, Langlade, Lincoln, Menominee, Oneida, Polk, Shawano, Sawyer, and Vilas counties.
Businesses can work with CEI in one of these many varied areas that mentors cover:
- Development of business concept and mission
- Feasibility studies
- Refinement of service or product to identify a unique market niche to answer unmet needs in the market
- Development of a comprehensive business marketing plan including the use of traditional and digital marketing
- Identification of business financial needs and development of a 3-year comprehensive business financial plan (personal financial statement, profit and loss projections, etc.)
- Assistance identifying business funding opportunities such as traditional business loans, regional loan funds, and regional grant opportunities
- Identification of physical business location and/or development of online presence
- Identification of employment needs and assistance hiring if applicable, and launch and opening of business
For more information on how to apply for a Rural Business Development Grant, please visit grants.gov or contact a USDA Rural Development Business and Cooperative program specialist in Wisconsin at this email address: wi-rd-bcp-so@usda.gov. This year, the grant deadline is June 15 for Strategic Economic and Community Development applications and June 30 for regular applications.
Last year, the U.S. Department of Agriculture Rural Development invested more than $400,000 through the agency’s Rural Business Development Grant (RBDG) program in six rural Wisconsin projects. For more information on USDA Rural Development investments in rural America, visit the Rural Data Gateway. The Rural Data Gateway is an online tool that strengthens USDA Rural Development partnerships with rural people, entrepreneurs, government officials and Congress by making investment data accessible to the public.
Learn more online at www.rd.usda.gov/wi, subscribe to GovDelivery updates, and follow us on X at @RD_Wisconsin.
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