For anyone who loves the outdoors, Bearcub Outfitters is a fixture in Petoskey. Owner Becky Philipp-Kranig and her mother founded the specialty retail store downtown with the goal of becoming a destination for all of northern Michigan. For help in realizing that dream, Becky reached out to the Michigan SBDC.

The partnership began with a clear objective: to enhance online visibility through Search Engine Optimization (SEO). Michigan SBDC Business Growth Consultant Jim McLain helped Becky dive into the intricacies of SEO, analyzing Bearcub Outfitters’ digital presence to identify opportunities and implement strategies that would boost search rankings. This laid the groundwork for increased organic traffic and a stronger brand presence.

As Bearcub Outfitters’ digital presence grew, Becky’s aim naturally shifted toward broader business expansion. She worked with Jim and other members of the Michigan SBDC Growth Team to develop a workable strategic vision, analyze market trends and opportunities and project revenue streams to support major decisions. 

The relationship grew to include various aspects of the business, including:

• Marketing and social media support: Expanding on the initial digital consulting with Jim, Becky crafted compelling content and executed targeted campaigns to amplify brand awareness.
• Financial planning and models: Becky and Jim created detailed financial projections to help guide strategic investments.
• Real estate investment and asset acquisition: Based on their strategy sessions, Becky decided to expand the business’s physical footprint.
• Community impact and development: Bearcub Outfitters cemented its role as a cornerstone of the Petoskey community.

What began as a targeted digital marketing initiative evolved into a deep, strategic partnership addressing core business growth, financial planning, real estate investment and community impact. Bearcub Outfitters is just one example of how the Michigan SBDC is committed to supporting clients through every stage of their small business journeys.