Fueling the Next Step for Small Business: Q&A with Stephanie Norwood

Not every business that qualifies for GO Topeka’s Small Business Incentive program knows it exists. Since its launch, the program has helped Topeka businesses invest in equipment, renovations, marketing and other critical needs they couldn’t otherwise afford. GO Topeka’s small business team shared insights into who the program is designed to serve, how it works and the impact it has had on some of the businesses that have used it.

SMALL BUSINESS INCENTIVE (SBI) PROGRAM OVERVIEW

For those who may not be familiar, give us a quick overview of the Small Business Incentive program and the gap it was designed to fill for Topeka businesses.

The Small Business Incentive (SBI) program supports small businesses, those with 99 employees or fewer, located in Topeka and Shawnee County. It was designed to help businesses move forward with projects that drive real economic growth but may otherwise be out of reach.

Eligible projects can include purchasing equipment to expand services or improve efficiency, construction or renovation of space, or marketing efforts to attract new customers or employees. The program operates as a 50% reimbursement match on preapproved projects, helping reduce the financial barrier to growth-focused investments.

WHO IT’S FOR AND HOW TO START

Who should be using these resources? If I’m a small business owner, where do I begin and what does that first conversation with your team usually look like?

Any eligible business with 99 or fewer employees in Topeka or Shawnee County should consider exploring the program, especially those looking to grow, expand or improve operations.}

Getting started is simple. Business owners can reach out to the GO Topeka Small Business team or stop by Link Innovation Labs to start a conversation. From there, the process begins with an initial application, followed by supporting materials such as project bids, a cover letter and an economic impact summary.

Our team works closely with each applicant to ensure their project aligns with program guidelines and to make the process as smooth and approachable as possible.

PROGRAMS AND SERVICES

What kinds of support are available through the initiative, and which services are businesses using the most right now? Why do you think those particular resources are resonating?

The program can support awide range of projects, includingprofessional services and training,Small Business Innovation Research (SBIR) or Small Business Technology Transfer (STTR) matching grants and proof-of-concept funding. However, the most commonly utilized categories are equipment, marketing, architectural and design services and construction or renovation.

These areas tend to resonate because they align with common growth milestones across nearly every industry. Marketing is often the first step for newer businesses, while more established companies return to invest in equipment or physical space as they scale.

SUPPORTING BUSINESSES AT DIFFERENT STAGES

How do you work with businesses at different stages, from startup to more established companies? Is there a typical path businesses follow as they engage with the program?

The SBI program is designed to support businesses at any stage of growth. Early-stage businesses often begin with marketing to build brand awareness, while others may need equipment to fully launch operations.

As businesses grow, they frequently return to invest in additional project areas. We also see repeat applicants after their three-year eligibility resets, often pursuing larger or more complex projects as they expand.

While there’s no one-size-fits-all path, most businesses start with immediate needs and return as they grow to make larger, more strategic investments.

IMPACT AND SUCCESS

What has been the most effective offering so far, and do you have a success story that really shows the impact of the initiative? How do you measure whether the program is truly working?

There are many success stories, but one that stands out is To The Stars Play Café. As owner Kayla Schadegg shared:

“As a local family-owned small business, the funds from these incentives were truly game-changing in our startup, saving us nearly 10% of our projected startup costs. That kind of savings is immensely meaningful in the earliest days of a business and allowed us to cover critical needs before opening our doors. Since opening in December 2024, we’ve welcomed nearly 3,000 open play admissions, sold over 1,700 coffees and 2,000 snacks, hosted nearly 70 birthday parties and received multiple community awards. Most importantly, we are thriving and continuing to provide an inclusive space for Topeka families.”

We measure success not only through metrics like growth, investment and business activity, but by whether we’re helping businesses achieve their goals and build long-term sustainability.

FEEDBACK AND ACCESS

What feedback do you hear most often from local business owners, and have you made changes based on that input? Are there still barriers that prevent some businesses from taking advantage of these resources, and how are you working to reach underserved entrepreneurs?

One of the biggest improvements we’ve made came directly from feedback. The program was previously paper based, which often led to delays and inefficiencies. We transitioned to a fully automated application system, allowing applicants to complete the process in one sitting or return to it at their convenience.

This has improved tracking, communication and overall efficiency for both applicants and our team. At the same time, we recognize that not everyone prefers an online process, so we continue to offer in-person support and technical assistance. We also provide Spanish translation services and assistance to help ensure language is not a barrier to accessing the program.

While no system is perfect, we are continually evaluating and refining the program to improve accessibility and ensure it works for a diverse range of business owners.

LOOKING AHEAD

How does the Small Business Incentive fit into the bigger picture of Topeka’s economic growth, and what’s next for the program? What would you say to a business owner who hasn’t tapped into these resources yet?

The SBI program is a key tool for helping businesses start, grow and expand, but it’s also often the beginning of a broader relationship. Our goal is to ensure small businesses feel supported and connected, not just to our team, but to the larger entrepreneurial ecosystem in Topeka.

Our community is fortunate to have a strong network of Entrepreneur Support Organizations that collaborate to provide resources, education and connections. Whether a business starts with GO Topeka or another partner, it becomes part of that larger system of support.

For business owners who haven’t yet engaged, I’d encourage them to simply start the conversation. Sharing their goals and challenges is often the first step toward identifying the right resources and opportunities.

Topeka & Shawnee County Small Business Incentives Program

Topeka & Shawnee County offer reimbursements and matching funds to help local business, spanning eight categories from marketing to grant matching.