By Stephanie Robey
MARKETPLACE, Wisconsin Economic Development Corporation’s (WEDC) annual event to assist business owners in learning about opportunities with state, federal, and local agencies and corporations, was held December 9-11 at the Baird Center in Milwaukee, and the Wisconsin Small Business Development Center (SBDC) was honored to be a part of it again this year. From roles as panelists and moderators to planning committee and expo hall staff, several SBDCs across the state were happy to lend their expertise.
During the MARKETPLACE event, entrepreneurs met with buyers and connected with service providers from across the state through workshops and panel discussions and more. Staff at the SBDC at UW-Madison served on panels discussing the topic of artificial intelligence.
ARTIFICIAL INTELLIGENCE (AI) INSIGHTS
Heather Ferguson, program manager at the SBDC at UW-Madison, gave helpful insights as a panelist in the Smart & Secure: Leveraging Automation and Responsible AI for Small Business Success session. The session, moderated by Elzie Flenard, founder at Journey To Mastery, focused on practical ways AI technologies are helping small business owners reduce costs and work more efficiently while focusing on responsible methods for data security.
Some advice Heather provided during the session was to be strategic on when and how to implement AI, to establish best practices for AI that work for your own organization, and to set parameters to be sure you are working toward a defined goal when using AI. She provided examples of her own use of AI in brainstorming and noting the need to watch for bias, particularly in visual images that AI generates.
Katie Grillaert, Heather Ferguson, Elzie Flenard, Jen Adamski
Heather said, “Know what your specific goal is in using AI. Define your reason such as saving time or minimizing repetitive tasks. I often use it as a more effective method to generate ideas, rather than just ‘sitting down to think.’ ”
Heather Ferguson
Stacy Jeffers, Roger Lam, Amy Bruner Zimmerman
Amy Bruner Zimmerman, senior business consultant at SBDC at UW-Madison, was a panelist during the Practical Use of AI: Real-World Solutions for Small Businesses session, moderated by Jen Adamski, founder at Klario. The session focused on real-world examples of small businesses using AI tools to streamline operations and enhance customer experiences.
During the session, Amy noted benefits of using AI such as increased job satisfaction and enhanced quality of and efficiency in market research. She stressed the importance of learning to talk to AI in prompts that it can easily understand. Amy laughed, “I have AI failures every day. But we can get comfortable with a trial-and-error process as we learn more about using it. AI is a good tool for creative problem solvers.”
Amy Bruner Zimmerman
One practical piece of advice Amy shared was for businesses to determine which routine, time-consuming tasks could be accomplished through use of AI. She discussed a few cost-effective large language models (LLM) and emphasized the need to maintain client confidentiality. Amy gave examples of how the SBDC uses a custom GPT to respond to clients more quickly. She stressed the importance of a consistent voice in those responses, and the need to have a human in the loop to vet AI suggestions; she also suggested combining AI responses with human interactions as needed to provide the best quality of service.
NEW MARKET KNOWLEDGE AND OPPORTUNITES
Athena Agoudemos, Tommy Zetting, Craig S. Meyer, Sam Mahmood
Athena Agoudemos, Wisconsin SBDC associate state director, served as moderator of the Accessing New Markets: Wisconsin Colleges and Universities session. She asked her panelists from Marquette University, The Medical College of Wisconsin, and Superior Equipment and Supply to give their insights on ways to learn about available procurement opportunities.
Athena said, “Moderating this session at MARKETPLACE reinforced why this event is so impactful for Wisconsin’s small business community. Panelists shared insights on showing up authentically, building strong relationships, and positioning your business as not just a vendor but a trusted partner. They detailed key strategies for getting a foot in the door and securing contract opportunities that can be transformative for business growth.”
To aid small businesses, the session also gave information on how to become an approved vendor and common mistakes to avoid in the process. The panel shared their advice and challenges entrepreneurs should prepare to encounter.
BEHIND THE SCENES EVENT PLANNING
Athena also served on the planning committee for the annual event, as she has in years past. Another SBDC staff member served on the planning committee as well. Anne Hlavacka, center director at the SBDC at UW-La Crosse, has been involved in MARKETPLACE for over 20 years, serving as part of its planning committee, as an instructor, as a resource partner, and as a member of a sponsoring organization.
Anne said, “The networking and knowledge I have gained through MARKETPLACE has been tremendous. I enjoy networking with the attendees and supporting the businesses as they build the relationships and opportunities fostered by the event.”
Amy Bruner Zimmerman, Anne Hlavacka, Carrie Bork, Heather Ferguson
NETWORKING AND RESOURCES
In addition to panel discussions, the event also offers a Networking Reception and an Expo Hall. This year, Sam Rikkers, WEDC deputy secretary and COO, and Vanessa Sancha of US Bank, spoke at the reception. The SBDC was proud to be represented in the Expo Hall and thanked Tassia Jackson of the SBDC at UW-Milwaukee for her expertise in interacting with visitors at the SBDC table.
Tassia said, “Working the SBDC table in the Expo Hall at MARKETPLACE gave me a front-row seat to the energy and ambition of Wisconsin’s small business owners. Every conversation was different: some people needed guidance on next steps, others were celebrating wins, and many were discovering SBDC resources for the first time. It’s inspiring to be part of an event that brings together so much support and opportunity in one place.”
Congratulations to WEDC on this year’s successful event, which not only brought these educational sessions to small businesses but also offered to them The Contracting Academy, buyers meetings, networking opportunities, and more.
Tassia Jackson