Pandemic Prompts North Dakota Entrepreneurs to Pivot
In partnership with: North Dakota Department of Agriculture
2020 was a difficult year for many business owners, including Pride of Dakota members. The state’s brand program created in 1985, Pride of Dakota promotes products and services made, manufactured, processed or produced in North Dakota and includes more than 500 members. Throughout the pandemic, these resilient Pride of Dakota members adapted in various creative ways.
Utilizing Talents
Geremy Olson got notice of his first event cancellation shortly after the shutdown was announced. From there, it was one cancellation after another.
Olson, the owner of 241Ink Productions, was ready to bring his expertise in storytelling through live events and audio-video production to multiple national events in 2020, including fishing tourneys, conventions and corporate events. Instead, Olson had to look for other ways to utilize his talents.
“We started getting requests from churches and schools to livestream their services and graduations,” Olson says. “A lot of them had tried streaming but were not set up to stream on a large scale.” Olson and his team rented out equipment to local organizations and began to assist in designing infrastructure.
“The churches are really grateful because they realize what they’ve been missing. One church we work with has 30 to 40 people who attend regularly. In the heart of COVID-19, they were reaching 400 people a week by streaming,” he says.
Going forward, this Pride of Dakota member plans to continue designing audio and video setups for local businesses and is optimistic that events will continue in 2021.
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Count Down to Positivity
Pam Emmil, owner of the 5 Second Rule Bracelet, launched her business during a dark time in her life. Recovering from addiction, she needed a daily reminder to remain positive.
“When I was feeling shame, anxiety, any sort of negative emotion, I was counting down from five and taking a deep breath or setting a positive intention at the end of my countdown,” she says. “The principle is that if you have an idea, you need to act on it in five seconds or your brain will crush it. I knew I wanted something physical to touch to help me with the countdown.”
“2020 was a tumultuous year, and Pride of Dakota members did what they do best: pivot. Pride of Dakota members are entrepreneurs; they have an innate desire to fill gaps in the market and they did just that in 2020.”
– Doug Goehring, North Dakota Agriculture Commissioner
The bracelet she designed features series of four pink zebra jasper stones followed by one clear aura stone, which is the “go” stone.
A member of Pride of Dakota since 2019, Emmil – who usually sells at vendor shows – had to pivot to social media sales and virtual one-on-one consultations. Every sale comes with personal directions from Emmil.
“The bracelets have helped a lot of people. The pandemic brought on a lot of challenges and anxiety for people, and the bracelets have helped customers find some calmness,” Emmil says.
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Looking to the Future
While the past year challenged Pride of Dakota members to think outside the box, many businesses are hopeful for a brighter future.
“2020 was a tumultuous year, and Pride of Dakota members did what they do best: pivot. Pride of Dakota members are entrepreneurs; they have an innate desire to fill gaps in the market and they did just that in 2020,” North Dakota Agriculture Commissioner Doug Goehring says. “Whether they were shifting their sales from vendor showcases to the retail market, producing new products to suit the needs of the citizens of North Dakota or taking the time to regroup and adjust their business models, they are now better equipped for the future. There were a number of obstacles to overcome, but our companies are stronger and smarter for it.”
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