Brock Waterman promoted to Senior Business Consultant in Southwest Wisconsin

The Wisconsin Small Business Development Center (SBDC), in association with the University of Wisconsin-Extension, is pleased to announce the promotion of Brock Waterman to Senior Business Consultant for Crawford, Grant, Green, Iowa, Lafayette, and Richland counties. 


In his first year, Waterman has grown the number of businesses receiving assistance and significantly increased SBDC impact in the region. His work with area businesses, economic development professionals, lenders, and other key stakeholders has contributed to the following increases in SBDC business client services:


  • Long-term clients up 262 percent
  • Jobs created up 233 percent
  • Business starts up 50 percent
  • Capital invested in businesses up 45 percent

“Brock has spent a great deal of time making strong connections in the communities he serves,” said Neil Lerner, Associate State Office Director of the Wisconsin SBDC Network. “His community outreach efforts and his promotion of our free Business Answerline service (800-940-7232) have broadened and simplified our support for clients.” 


The Wisconsin SBDC Network supports entrepreneurs and business owners across the state through no-cost, confidential consulting and targeted educational programs. SBDC consultants provide assistance in person, over the phone and online with business planning and startup; management and strategic planning; finance and capital access; marketing and sales growth; and financial management.


Due to his expertise in Lean Startup and Customer Development, Waterman was picked to serve consistently as a teaching team mentor for Ideadvance award recipients. The Ideadvance program ( is a rigorous two-stage process of seed funding and mentoring to move innovative ideas across the University of Wisconsin System (UW System) forward into feasible businesses. This program, funded by Wisconsin Economic Development Corporation (WEDC) and UW System, is open to faculty, staff, students, and alumni from UW System campuses across the state excluding UW-Madison.


Since taking the job Waterman has completed two Food Finance Institute (FFI) trainings led by Tera Johnson ( He has become only the second Certified Food Finance Institute SBDC Consultant in the United States.


FFI provides rigorous training, resources, tools and mentorship to consultants so they can provide sophisticated financial technical assistance to food, beverage and value-added agriculture businesses. Both FFI and SBDC are program units of the UW-Extension’s Division for Business & Entrepreneurship (


Waterman is an expert in helping existing business expand and improve their business management and adept at helping business startups as well. Since starting the job, he has also assisted clients with business purchases. His areas of knowledge include:


  • Financial projections, financial analysis/management, risk management;
  • Strategic and tactical planning and execution and process improvement;
  • Business plan and model development and analysis, lean startup, customer discovery; and
  • Results-driven marketing, including website planning, social media and search engine optimization (SEO) 

As a southwestern Wisconsin native, Waterman knows the area well and has worked with many family businesses. He has a Business Administration degree from UW-Platteville with an emphasis in finance and two Associate degrees from Southwest Wisconsin Technical College in Computer Information Systems (Programmer Analyst and Microcomputer Specialist).


Waterman can be reached at or 608-574-1757. Clients can also register online using a quick and easy form:


Businesses are referred to the SBDC by economic development personnel, lenders, accountants, chambers, business service providers, current business owners and others. To learn more about the Southwest Wisconsin -- Small Business Development Center, visit


About Wisconsin SBDC Network

The Wisconsin Small Business Development Center is a statewide network supporting entrepreneurs and business owners through no-cost, confidential consulting and targeted educational programs. Regional SBDC experts facilitate improvement and growth for small and emerging mid-size companies and help launch successful new enterprises. The Wisconsin SBDC, hosted by the University of Wisconsin-Extension, features 14 local centers mostly located in four-year UW institutions, with outreach and virtual services covering the entire state.