Students help small businesses with marketing, business plans as owners navigate COVID-19

A new program in the Seidman College of Business is pairing students with area small business owners and entrepreneurs to help them develop or strengthen their businesses.

The program is called LendGR, offered through the DeVos Center for Entrepreneurship and Innovation (CEI). Students provide 25 hours of work for each client, helping with business plan writing, branding, social media, marketing materials, market research and web content. The program is free for clients; students are paid by CEI.

Shorouq Almallah, director of CEI, said the program serves West Michigan startups, micro and small businesses that are in the early stages of business with limited access to capital and resources. 

LendGR started as a pilot program more than a year ago, but Almallah said once COVID-19 hit, the program refocused to offer clients emergency assistance.

"Many business leaders are having to repurpose their companies, utilize different business models and explore different markets," she said. "Services offered by our students can help fill some of those gaps and help entrepreneurs put together new business plans or provide extensive market research and data to help them pivot into new opportunities and markets."

Eric Dzierwa, a senior majoring in advertising and public relations, has worked with six different clients, holding virtual meetings to discuss their immediate needs and long-term goals. He has helped many clients with digital marketing and branding.

"Each client is in a different place with their business; some are just starting out while others have an established website and social media presence," Dzierwa explained. "For some, I built a social media calendar with two months worth of content, along with a guide on how to best utilize their social media platforms."

Dzierwa said the goal is to develop and deliver tangible assistance and ideas that will be beneficial long term.

Keelie Owczarzak, a junior majoring in international business and marketing, said she's gained additional business knowledge from conducting research before she meets with a client.

"I've helped many clients with social media content, teaching them how to create engaging content and manage their pages," Owczarzak said. "But also, if there's something I don't understand, I figure it out myself. That's my job. For example, I taught myself how to edit video in order to better help a client."

Daniela Ceccato, a junior majoring in business, said LendGR has given her invaluable real-world experience. The international student from Italy has helped several clients with social media development and website analysis.

"I've learned more working with my clients than any other experience," said Ceccato. "This has given me the opportunity to help businesses in a tangible way. I keep up on them and follow them on social media to see if they are utilizing what I developed for them."

Dzierwa said being involved with LendGR has been personally rewarding.

"Connecting with clients makes you realize what you're doing matters. It's their business, their livelihood; it's what they've worked hard for," he said. "This experience brings out the best in yourself. You know clients are depending on you. It makes me feel like I can actually make a difference, so I am putting out my best work and I am putting my heart into it." 

LendGR seeks to serve women-owned, minority-owned, and veteran-owned businesses as these are the key target populations, Almallah said.

"We are focused on building value for our community and enhancing the learning of our students by providing them an opportunity to apply their education in a real-world setting," she said.