When you’re running a small business, it can feel like you’re wearing a dozen hats at once. You’re the CEO, the accountant, the marketer, and the customer support team — all in one. That’s where Ann Arbor SPARK steps in with a stack of smart, accessible resources built just for small business owners across southeast Michigan.
We recently caught up with Kristine Nash-Wong, Director of Entrepreneurial Services at SPARK East Innovation Center in Ypsilanti, to learn more about how SPARK is supporting small business owners from idea to impact.
SPARK’s small business support programs have expanded beyond their traditional focus on high-growth, tech startups. Thanks to funding from the MEDC, Bank of Ann Arbor, and Fifth Third Bank, SPARK has been able to build out a robust stack of programs for all kinds of entrepreneurs.
These programs aren’t siloed — they’re designed to work together to help founders solve challenges, make smarter decisions, and ultimately grow sustainable businesses. Here’s a quick breakdown:
SizeUp SPARK, powered by Bank of Ann Arbor, is a free, data-driven business intelligence tool that helps entrepreneurs benchmark their businesses, explore competitors, and discover key market insights. It’s available directly on SPARK’s website and was made possible with support from Bank of Ann Arbor.
“It helps business owners answer questions like, ‘What should I be paying in salaries?’ or ‘Who are my local competitors?’” stated Kristine. “It’s a great tool for taking your strategic planning to the next level.”
This is SPARK’s leading program for one-on-one coaching and targeted small business education. Through a network of community partners, business owners are matched with coaches based on their stage of business (idea, growth, pivot, etc.) and their geographic location.
Whether you’re opening a storefront in downtown Howell or running a mobile service in Ypsilanti, the SBSH meets you where you are.
Launched with support from Fifth Third Bank, the ERS offers virtual office hours every Thursday with industry experts — lawyers, CPAs, marketing pros, and more. It’s perfect for tackling specific challenges or asking those ‘I need to know this now’ questions.
“Small businesses can’t always wait to fill out an application and be matched,” Kristine said. “This gives them timely, expert answers when they need them most.”
For business owners who walk in the door, not sure where to begin, the Navigator should be the first stop. Available online on Tuesdays and in person on Thursdays, our Navigators are experts who help small business owners sort through their needs, access the right resources, and get connected quickly to the most relevant programs or partners.
“It’s not meant to replace ongoing coaching; it’s a triage and connection point,” Kristine explained.
Since launching in April 2024, the Small Business Support Hub alone has supported:
And those numbers are still growing.
SPARK has seen a wide range of use cases, from new entrepreneurs forming LLCs and writing business plans, to seasoned owners separating from partners, handling complex bookkeeping issues, or preparing to sell.
“It’s amazing to see how varied the needs are,” Kristine expresses. “Some founders just want to brainstorm, while others are focused on hitting a revenue goal or scaling their services.”
Support is tailored so whether you're launching a café in Dexter or offering digital services across southeast Michigan, you’ll get access to advice and tools relevant to your business.
SPARK’s approach to small business support is agile and demand-driven.
“We’re not designing programs in a vacuum,” said Kristine. “We’re listening to small business owners and creating solutions based on consistent, real-world needs.”
That approach led to the creation of the ERS and Navigator roles, and Kristine expects it to keep evolving as businesses face new challenges like policy shifts, rising costs, and market changes.
Small business owners are the heartbeat of a local economy, but they often operate under-resourced, overwhelmed, and doing it all single handedly. SPARK’s mission is to change that. Through a community-based, equity-focused, and entrepreneur-led model, their small business resource stack helps founders not only survive but thrive. And for Kristine, that’s the most rewarding part of the work.
“It’s incredible to hear the passion behind each business,” she commented. “It’s inspiring to be part of helping them grow.”
Explore SPARK’s resources for small businesses: https://annarborusa.org/small-business/.