Jina Rockwell is a serial entrepreneur, having started not one but two businesses since relocating to West Michigan. She’s also aptly named for her latest endeavor: a design and build landscape company specializing in erosion control called Rockwell Earthworks. You can find their website here.

Jina participated in the Michigan SBDC’s Uplift Michigan™ PITCH BLACK Grand Rapids program, which included six weeks of preparation and a pitch competition. While Jina ultimately did not win, she found great value in the training she received from Senior Business Consultant Marie Elliott. “It was especially helpful for me to work with Marie to hone in on the value proposition of my business, and to develop a marketing plan targeting the perfect customer,” said Jina. “I plan to continue working with Marie to evaluate my business holistically – what it should look like if one line isn’t profitable or successful, for example.”

The connections Jina made through the program are also significant. While Rockwell Earthworks is based in Lowell, the exposure has resulted in pending contracts in Grand Rapids and surrounding areas. As a result, Jina is always looking for good employees. “Sales and revenues are one thing, but I’m interested in people development. I want to help underrepresented people, be it gender or race, to know that it doesn’t need to be just a job. This is a viable way to make a living.”

Her advice to other entrepreneurs: “Do what you love and do your research. Identify what is needed in the marketplace, your ideal customer and trends. The rest will fall into place.”