When Dan and Ann Holsen decided to put the pedal to the metal and establish Heavy Pedal
Bicycles, LLC in 2009, one of their first stops was to Progress Lakeshore (formerly the EDC).
She’s extremely glad they connected with Progress Lakeshore before rolling bikes and other
inventory into the store. “We had a vision of where we were and where we wanted to be, but it’s
not until you write it down that it becomes real,” said Ann Holsen, co-owner of Heavy Pedal
Bicycles. “They offered an E-Seed entrepreneur course and I thought, ‘That’s exactly what we
need.’”
The coursework included ongoing review of the Holsens’ ever-evolving 17-page business plan
as well as one-on-one interaction with the instructor, who asked pointed questions about
everything from financing to bicycling terminology in the plan. “Creating a plan was instrumental
to making sure we had a viable business. It helped us communicate and make decisions
together. I hate to think about the mistakes we would have made without it.”
Progress Lakeshore encouraged the Holsens to submit their business plan to the 2010
Northeast Wisconsin Business Plan Contest. Heavy Pedal Bicycles became a finalist. They
didn’t win that year, “but we did get the business plan, and I’m very thankful for that!” said
Holsen. They applied again in 2012 and this time, Holsen did her homework, making it to the
third phase of the contest that entails making an oral presentation to a panel of judges – much
like the entrepreneurs do on “Shark Tank.” “Progress Lakeshore was very encouraging and
helped us get to that level. We won third place in 2012 and $3,000,” said Holsen. That money
allowed the bike shop to increase the number of work hours for one of its two part-time
employees.
The Holsens also have been honored by Progress Lakeshore over the years as the recipient of
its Rising Star Award as well as Excellence in Economic Development Award. Receiving honors
like those, as well as achieving profitability goals and other milestones in the business,
prompted the Holsens to give back to the entity that has been instrumental to Heavy Pedal
Bicycles, LLC’s success. That’s included Ann Holsen presenting to Progress Lakeshore’s Boot
Camps that are geared to potential entrepreneurs tht put on twice every year. “These are people
who are sitting in the chair I was in. I shared our story and encouraged people who are
passionate about their product or service about going into business for the right reasons and in
the right way. I often say, ‘Until you go into business for yourself, you don’t understand. You
think you do, but you don’t.’ If I get to help just one of the 10 people in the class, it’s worth my
time.’”
She says that because they’re a small outfit, Heavy Pedal Bicycles, LLC will never be a $25,000
gold star donor. “But we try to give in our own way by giving time and the voice of experience,”
said Holsen. For her, that’s encouraging prospective business owners to invest time well spent
with Progress Lakeshore’s many programs, including its boot camps and the 50 to 80 hours she
invested in creating a well-thought-out business plan with Progress Lakeshore’s guidance. “We
were fortunate to have this tool to start our business,” she said.
Contact Progress Lakeshore Call 920.482.0540 or www.progresslakeshore.org for more
information on using their services to write a business plan and to apply for the Northeast
Wisconsin Business Plan Contest by December 31st, The Business Plan contest is hosted by
the Northeast Wisconsin Regional Economic Partnership (NEWREP).