Cailin Kelly, a business coach from Northern Initiatives, is helping entrepreneurs at Muskegon’s Western Market Chalets. This small-business incubator features 17 vibrant shops in the heart of downtown Muskegon. The market is nestled next to the Muskegon Farmers Market, with a giant playground just behind it. Each chalet, equipped with electricity and insulation, is available for rent from May to December.

“It’s our eighth year,” said Ann Meisch, Muskegon City Clerk, who manages both the farmers market and the Chalets. Early on, the city realized that offering technical assistance could greatly benefit the program. “Sometimes you don’t know what you don’t know,” Meisch said, noting a “drastic difference” in success rates after introducing this support. That’s where Kelly steps in.

“Profit and loss statements, financial plans, marketing, pricing—there’s so much information out there,” Kelly explained. “I get to know each business and help them with exactly what they need.” In collaboration with the Community Foundation for Muskegon County and the City of Muskegon, Northern Initiatives supports these entrepreneurs throughout the season as they grow their businesses.

Each business owner also receives free access to Initiate, Northern Initiatives’ technical assistance portal, which offers hundreds of resources, from accounting basics and cash flow budgeting to time management. “It’s great because I can send them tools specifically tailored to their needs,” Kelly said. “There are tons of resources for startups, and the marketing module is especially popular.”