Jina Rockwell is a testament to the entrepreneurial spirit, having successfully launched two businesses since making West Michigan her home. Her latest venture, Rockwell Earthworks, is a thriving design-and-build landscape company specializing in erosion control. Beyond creating beautiful outdoor spaces, Rockwell Earthworks also offers comprehensive landscape, turf, and irrigation services.

Jina’s journey with the Michigan SBDC began with a training program where she met Senior Business Consultant Marie Elliott. “Working with Marie was incredibly beneficial, particularly in refining our value proposition and developing a targeted marketing plan to reach our ideal customers,” Jina shared. 

Their collaboration has extended far beyond the initial program. Jina and Marie have met bi-weekly for over a year to holistically evaluate and strengthen Rockwell Earthworks’ business model and overall strategy, including funding, establishing sound bookkeeping practices, and gaining a deeper understanding of cash flow and working capital management.

Adding further momentum to Rockwell Earthworks’ growth, Jina is now collaborating with Business Growth Consultant David Beeson, who is co-consulting with Marie through the Michigan SBDC’s Focus Four™ Program. This intensive program is providing Jina with advanced strategies to propel her business forward.

Her efforts are paying off. Jina was awarded a $20,000 grant from the Federal Home Loan Bank of Indianapolis (FHLBI), which has further fueled her vision for growth. Jina also partnered with West Michigan Works!, GRCC, and the GR Workforce Collaborative to establish an apprenticeship program, demonstrating her commitment to the local community. This initiative has created six valuable job opportunities, showcasing Jina’s dedication to “people development” and providing viable career paths for individuals beyond mere employment, with the aim of empowering individuals, regardless of gender or race, to see the landscape industry as a meaningful and sustainable career.

The dedication to quality service and strategic growth has also translated into impressive financial results, with Rockwell Earthworks experiencing a remarkable six-figure increase in sales.

Jina’s advice to aspiring entrepreneurs: “Do what you love and do your research. Identify what is needed in the marketplace, understand your ideal customer, and stay informed about industry trends. The rest will naturally follow.”