The Future of Rural Entrepreneurship: A Conversation with Raina Lyman

Jul 11
3 min read

How Community, Connection, and Economic Development Are Fueling Small-Town Business Growth

In every county across Wisconsin — and well beyond — small business owners are quietly reshaping the economy. These aren’t unicorn startups or viral e-commerce brands.

They’re contractors, therapists, boutique owners, bakers, wellness coaches, and consultants.

They’re the backbone of Main Street.

And more than ever, they need support that actually meets them where they are.

That’s exactly what Raina Lyman, and the Envision Greater Fond du Lac team, does every day.

Raina is the Senior Director of Economic Development at Envision Greater Fond du Lac, and her work spans from one-on-one business coaching to major community initiatives. She understands what it takes to launch and grow a business in a rural zip code — not just on paper, but in real life.

I had the honor of sitting down with Raina for a recent episode of the Founders Collective podcast. Our conversation covered everything from what rural entrepreneurs really need, to how chambers of commerce are evolving, to the hidden advantages of doing business in a small town.

What Rural Entrepreneurs Are Up Against

As we talked, one thing became clear: starting a business in a small town comes with unique challenges. Broadband access. Limited foot traffic. Less access to capital. And often, a lot less visibility.

But rural doesn’t mean stuck — and it definitely doesn’t mean small-minded.

What Raina sees every day is grit, creativity, and community support that big cities can’t replicate. She also sees too many rural founders trying to do it all alone — simply because they don’t know where to find help.

Enter: Ignite, Envision, and Real Support

Raina shared the heart behind programs like Ignite Small Business, a no-cost resource through Envision GFDL that helps local entrepreneurs connect with:

Business coaching
Marketing and brand support
Financial planning tools
Community networking
Access to platforms like Constant Contact for email marketing

It’s a program that believes small businesses shouldn’t have to search the ends of the internet to find tools and mentorship.

In Raina’s words, “We don’t just cheer you on — we walk with you.”

What You Can Do as a Rural Business Owner

If you’re building something in a rural space, don’t wait to get connected.

You don’t need a giant network or an investor.

You need a community that gets it.

Here are three steps you can take right now:

Connect with your local chamber of commerce — if you’re in Fond du Lac County, start with Envision Greater Fond du Lac.
Look into the Ignite Small Business Program — even a single call with a coach can change your whole game plan.
Listen to the full episode with Raina on the Founders Collective podcast → Listen now

More Than Just Business

What makes Raina’s approach so powerful is that it’s not just about profit — it’s about people. It’s about making sure rural communities remain vibrant, sustainable places where people can live and work with purpose.

At Stone House Digital, we believe in that mission too. It’s why we do what we do: helping rural entrepreneurs show up online, tell their story, and find the people who need them.

So if you’re in a quiet town with a loud dream, know this: you’re not alone.

There’s a seat at the table for you.

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