Owner Elaine Curtis of Lake & Trail Resale in Lake City has carved out a unique niche by combining new and used goods with a strong commitment to community collaboration. The store caters to both tourists and locals, offering a variety of items ranging from souvenirs and cabin decor to camping and outdoor gear.  

What sets Lake & Trail Resale apart is its business model: Elaine has established consignment accounts exclusively for charities, allowing community members to donate items and designate which charity will benefit from the sale. This innovative approach not only provides a steady stream of inventory but also fosters a strong connection with local organizations. Lake & Trail Resale collaborates with numerous charities, ensuring that donations find their way to those who need them most.   

To navigate the challenges of entrepreneurship, Elaine sought assistance from the Michigan Small Business Development Center (Michigan SBDC). Working with Certified Business Consultant Joni Krolcyzk, she explored funding opportunities and refined her business strategies. With Joni’s guidance, Elaine successfully secured a grant a Small Business Support Hub grant through 20Fathoms in partnership with Venture North that enabled her to expand her offerings, leading to a significant increase in revenue.  

Elaine’s resourcefulness and community-mindedness have been key to her success. Recognizing the seasonal nature of the tourist economy, she strategically expanded her offerings to include bait and tackle, capitalizing on the popularity of ice fishing in the winter months. She also adapts her inventory to local events, such as car shows, featuring items like rockabilly dresses, demonstrating a keen understanding of her customer base and the ability to capitalize on niche markets.

While focused on the financial health of her business, Elaine measures success by the positive impact Lake & Trail Resale has on the community. Her advice to other entrepreneurs: create a thorough business plan and to be adaptable and attentive to customers’ needs.