In 2011, experienced entrepreneurs, Kurt Carlson and his wife Jan, opened Yogeeze Frozen Yogurt in Lake Geneva.
“We wanted to diversify into a business that we understood and one that offers healthy choices,” says Carlson.
In 2013, based on the success of their Lake Geneva shop, the couple wanted to open a second location. They weren’t sure where to place the next location to draw the most customers, so they asked Bud Gayhart, director of the SBDC at UW-Whitewater, for advice. Gayhart recommended market research through WISC, an SBDC specialty center.
WISC investigated the frozen yogurt industry market size and competitive landscape. Researchers forecasted growth potential of a franchise verses non-franchise business and identified regional trends to help the Carlsons determine where to locate another shop.
“The report was very helpful in developing our business plans,” says Carlson.
Carlson currently employs four full-time and six part-time employees at his stores, with plans to open a third location in 2014.