TRAVERSE CITY — Indigenous entrepreneurs presented business plans at a three-day bootcamp that wove together business, culture, and community.
20Fathoms and New Mexico Community Capital (NMCC), a nonprofit focusing on growing and supporting Native-owned businesses, hosted the Indigenous Business and Marketing Essentials for 14 businesses in Traverse City Sept. 27-30.
Each business had less than 24 hours to create a story arc that incorporates their personal story with a business plan and elevator pitch, all with the help of an Indigenous mentor. Participants also worked on financial goals, polishing business ideas and giving a presentation.
Indigenous cultural beliefs and priorities are central to the structure of the program.
“To be surrounded and supported by community members in a space where we smudge, feast, face our business fears, overcome, learn from each other, and build each other up to be successful … each in our own way is what sets the program apart,” said Shiloh Slomsky, chief financial officer and Tribal liaison for 20Fathoms.
The program focuses on the needs and motivations of the business owners. These drivers are often personal or community-focused.
Amanda Thiebaut started a business, Sacred Sister’s Sanctuary, LLC., three years ago with other women in her family — daughter, Dianna; sister, Aiyanna Cormendy; auntie, Cathy DeVerney; and late mother, Elizabeth DeVerney.
They sell beadwork, dreamcatchers and crafts.
“I lost my mother this year, in July. She always told me how she wanted to make bracelets and sell them. Our first and last time vending together was in May at the 44th Recognition Day Powwow. I don’t want that to be the last time. So I’m pushing to heal and thrive with my business,” Thiebaut said.
“Crafting is the Sanctuary where connection is never lost. Crafting has helped me, my daughter, sister and aunt keep a connection with my mom while growing our connection with each other,” she said.
This focus on connection was something the class was designed to address.
“What I hear from a lot of entrepreneurs is that it feels very isolating and lonely sometimes,” said Henry Jake Foreman, program director for NMCC and co-facilitator. “Even though we’re here in Traverse City, a lot of folks didn’t know each other, so to make those connections with people is always the most surprising and exciting part.”
Foreman said the program started in 2017 in New Mexico, with plans to expand the program in 2019 in Grand Rapids. When COVID-19 hit, the program was paused. This class returned this year with rising demand since the pandemic.
They currently have 45 Indigenous businesses and entrepreneurs who registered an interest form for the program, said Slomsky.
“Every participant has shared gratefulness and appreciation in their own way, but I remind them all that their presence is humbling to me and that their stories and success is what inspires me to strive even harder,” Slomsky said. “Overall, one feedback that we hear is that there needs to be more cohorts and that is exactly what we aim to do.”
The Indigenous Business and Marketing Essentials program focuses on small entrepreneurs, artisans, and tradespeople, not the “scalable startup” that other programs tend to invest in, according to Foreman.
To support participating business owners after the class, a grant of $2,500 was provided to them as seed money. Some owners chose to use some of the funds to purchase a computer. The course emphasizes the use of new technologies for business growth.
“We are really proud of making sure that, in all of our classes, everyone has access to a laptop,” Foreman said. “We really wanted to focus on bridging the digital divide for Native Americans because things like marketing, connecting to resources, funding, capital, it’s all built around knowing how to use a computer.”
While using the latest tools was important for all the businesses in attendance, for some it was vital.
Gina Stegehuis, Amber Kilgore, and Yarrow Young, owners of Rain & Revelry Events, have been hosting luxurious “bookish” events for the past year and rely heavily on internet traffic and social media exposure.
“I really enjoyed the focus on using new technology and techniques as tools to continue and promote traditional practices,” Stegehuis said. “The team from New Mexico Community Capital described the training as a way to connect Indigenous businesses across the country so we can support each other and framed it as ‘rekindling traditional trade routes’ with modern technology, which I thought was a really wonderful vision.”
Marion Wabanimkee-Minzey, who owns and runs MPC Backwoods, a wholesale retailer that donates a percentage of its sales with her son, CJ, said, “It provides us with the opportunity to find other resources and look for grants and make our website.”
Participating business owners leave with a safety net.
NMCC provides digital coaching to participants after the course is over and three hours of one-on-one support that they could use for professional consultations with experts like accountants or lawyers, according to Foreman.
NMCC has worked with more than 600 Native American businesses across New Mexico, Oklahoma, California, and Michigan.
Foreman said that, after the establishment of these types of classes, he has seen a growth in the number of Indigenous businesses and an increase in their social media presence and websites.
Many business owners at the event said they appreciated the opportunity to meet, brainstorm, and collaborate with others.
Eva Oldman, a graphic designer specializing in Indigenous design for more than 15 years, attended the first NMCC event in 2019 and created logos for all the other attending businesses as part of her Sunday presentation this year.
“My favorite part of this class was being able to meet other Indigenous entrepreneurs and being able to network with them and share ideas,” Oldman said. “We bring a different kind of aspect to our businesses. We often incorporate our cultural heritage and traditional knowledge into our businesses.”
20Fathoms plans to host two courses in 2025 and is currently working on other ventures with current and new partners.