Starting and growing a small business often feels like navigating without a map… especially when you’re exploring something as complex as government contracting.
That’s why the panel I participated in at the Lieutenant Governor’s Small Business Academy felt like such a breath of fresh air. It wasn’t a pitch or a checklist. It was a real conversation about fear, resilience, certifications, and the support systems that actually help.
Here’s what came up – honestly, practically, and hopefully in a way that helps you move forward too.
Step One: Face the Fear, Find Your Leverage
When I started Klario, the biggest barrier wasn’t strategy – it was fear. Fear around financial stability. Fear of starting over. Fear of being the sole provider while launching something from scratch.
The shift happened when I got clear on what I could control. I tracked every dollar. I found local financial coaching. I re-centered my thinking from “Is this possible?” to “What do I need to feel grounded enough to begin?”
That mindset work is the foundation of the strategic marketing we do at Klario. We help organizations get clear on what they stand for – because when you’re clear on your value, your marketing doesn’t just sound better. It works better.
Growth Happens When You Show Up
Maria Perl, who runs Spark Ops Metalworks, put it plainly: “If nobody knows you, nobody buys from you.”
She’s not wrong. Whether you’re a manufacturer building for the Super Bowl (like her team) or a solo founder writing proposals at midnight, visibility matters. Certifications like WBE or DBE can give you an edge – but they’re only useful if people actually see you.
For Maria, showing up at events like Marketplace unlocked opportunities that led to real contracts. It wasn’t about being the biggest—it was about being visible, credible, and ready.
Certifications Are The Gateway
Certifications can feel like paperwork purgatory, but they’re really positioning tools. They signal readiness. They help decision-makers find you.
We’re starting the process of getting WBE-certified, and already collaborating with certified firms on larger projects. Adam Skenandore of ANASA Traffic Control shared how his certifications helped him scale from two employees to over 80 – and how lenders and partners took him more seriously once he had the paperwork (and the business plan) in place.
His advice? Don’t just make a plan. Make time to revisit it. And don’t underestimate the value of persistence.
Mentorship and Community Are Non-Negotiable
London Thomas of White Glove Group said something that stuck with me: “At some point, most of us own a job – not a business.”
That landed. Because growth isn’t just about what you do, it’s about how you lead and how you scale. London shared how burnout nearly ended his journey – but mentorship pulled him through. He leaned on guidance from older business leaders, revisited his business fundamentals, and restructured his team.
I’ve had similar experiences. Klario wouldn’t exist without help from BizStarts, WPI, and the SBDC. Whether it was walking me through SAM.gov or helping me write a capability statement, those resources gave me tools and encouragement when I needed them most.
Want to Go Deeper?
If you’re exploring government contracting or looking for clarity on your next move, don’t go it alone.
Start by watching the full replay of our session – plus others from the 2025 Small Business Academy – on WEDC’s website: wedc.org. And, for support with government procurement, connect with the folks at Wisconsin Procurement Institute. They’re amazing and there to help!
Whether you’re scaling, starting, or just trying to get unstuck – there’s something in these stories for you.
Keep moving forward,
Jen Adamski
Founder & Principal, Klario
