2026
INCUBATOR INSIGHTS
• EVENTS/PROGRAMMING
• PARTNER SPOTLIGHT
• COMMUNITY UPDATES
• ARTICLE OF THE QUARTER
• CLIENT SPOTLIGHT
• NOTES FROM YOUR LEAD SITE ADMINISTRATOR
• NOTES FROM YOUR SBDC COUNSELOR
Welcome to the first edition of Incubator Insights, a new quarterly newsletter from STL Partnership created for our incubator clients.
This newsletter is designed to keep you connected and supported as you grow your business. Each quarter, we’ll share updates from across our incubator network, highlight valuable resources for small businesses, spotlight incubator clients, and provide information about targeted events. We’ll also feature news from across the St. Louis business community and introduce partners and organizations that can help your business thrive.
We hope this newsletter becomes a helpful resource and a meaningful connection point as you continue building and growing your business.
If you have questions or would like to learn more, please reach out to us at marketing@stlpartnership.com.
Thank you,
EVENTS/PROGRAMMING
Start Your First Digital Marketing Campaign
Date: 4/14/2026
Time: 2:00 PM - 3:00 PM (CDT)
Location: STL Partnership Wellston Business Incubator 6439 Plymouth Avenue, Wellston, MO 63133
Digital marketing doesn't have to be confusing or time-consuming. In this practical workshop, you will learn to define a clear 90-day goal, identify your ideal customer, and sketch a simple "See-LearnAct" digital campaign you'll be able to use immediately. No prior marketing experience is required--just bring your business knowledge and be ready to think out loud.
Register
Public Relations Basics: Reach Your Audience through Multiple Avenues
Date: 5/12/2026
Time: 2:00 PM - 3:15 PM (CDT)
Location: STL Partnership Business Incubator 315 Lemay Ferry Rd, Saint Louis MO 63125
Whether your company is new or well-established, you have a story to tell! There are multiple ways to share that story and market your company to the right audience and potential clients. This presentation will provide a beginner’s guide to getting the word out about your company through media relations and social media channels. It will also cover the importance of a cohesive message and brand story. Our guest presenters will be Andy Teague and Megan Weaver. Megan and Andy are Marketing and PR specialists at the STL Partnership.
Register
Branding with AI for Small Business
Date: 6/9/2026
Time: 2:00 PM - 3:30 PM (CDT)
Location: STL Partnership West County Business Incubator 743 Spirit 40 Park Drive, Chesterfield MO 63005
A year ago using AI for small business sounded like something in the far away future. Today, it is the difference between getting your business ahead and getting left behind. AI can do things for businesses like answer phone calls, book appointments, follow up with leads, and run entire marketing campaigns on its own. And the best news is that most AI tools are affordable, accessible and built for small business. And this doesn’t mean you need a high-level of tech skill to accomplish these and more. If you haven’t used AI in your business before, this session is your chance to jump in! You’ll learn how to use AI tools to clarify your brand, strengthen your visual and verbal identity, and create consistent marketing content. Also, review how to translate your values and insights into a clear brand voice using AI tools. This is a practical, hands-on workshop for all. No marketing or AI experience required. Join us for this truly special workshop and presentation from AI Consultant, Sadiyyah X. Rice, a multi-hyphenate entrepreneur operating at the intersection of media, marketing, and live experiences. As the founder of ADEVA Production House (APH), she has built a new media agency designed for brands and communities that don’t just want visibility—they want impact.
PARTNER SPOTLIGHT
In February, representatives from BMO Bank, which offers personal and business banking services, visited the Wellston Business Incubator. Conor Ward and Marcus Henderson provided the tenants with an education presentation on how businesses obtain credit.
For more information, contact Conor at conor.ward@bmo.com or Marcus at marcus.henderson@bmo.com.
We appreciate the time, attention and dedication to the advancement of small businesses in St. Louis that BMO Bank provides. Thank you to Marcus, Conor and BMO Bank for taking the time to talk to the tenants at our Wellston Incubator.
COMMUNITY UPDATES
Schnucks is seeking its third cohort to participate in the Schnucks Springboard accelerator program.
To apply, Midwest local business owners should visit schnucks.com/springboard by April 25, 2026.
To qualify, owners must:
• Have annual consumer product goods (CPG) revenue of less than $1 Million
• Have fewer than 10 years in the CPG business
• Employ fewer than 50 employees
• Offer a product that’s never been carried by Schnuck Markets, Inc. or any of its banners.
• Be based in: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota or Wisconsin.
• Meet select additional requirements
If selected, vendors must attend in-person business development classes at Schnucks’ St. Louis headquarters this fall. Businesses who meet all requirements and are accepted into the cohort will receive $5,000 of equity-free funding and an in-store product trial at select Schnucks stores in 2027.
Also, look for products from the companies in Schnucks Springboard's second cohort appearing mid-April on the shelves of select Schnucks stores for a month-long trial.
Congratulations to Wellston Incubator client Kay Wells for Posie Pots being selected for the 2025 Schnucks Springboard cohort!
ARTICLE OF THE QUARTER
When Everyone Thinks Alike, Everyone Sounds Boring
by David Meyer
There’s a strange comfort in consensus.
Same industry reports. Same benchmark studies. Same conference speakers. Same “best practices.” If you’re a small business owner, odds are you and your competitors are swimming in the exact same pool of insights.
Which explains why so many brands sound, well, identical.
No one is trying to be boring. But when everyone starts from the same inputs, they often end up with the same outputs. Similar language. Familiar promises. Nearly interchangeable positioning.
Safe? Yes. Memorable? Not even close.
For many businesses, this is the quiet moment when something needs to change – not because anything is broken, but because staying the same no longer fits who you’ve become.
INSIGHT OVERLOAD CREATES SAMENESS
Market research is supposed to help you stand out. Ironically, it’s often what flattens differentiation.
Don’t get me wrong: at Spoke, we do our homework – always. But when everyone studies the same data, the temptation is to look for patterns to duplicate instead of tensions to explore. What worked for them. What they said. How they framed it. Before long, originality gets crowded out by validation.
The result is a sea of brands all saying the “right” things – just not saying anything distinct.
And customers feel that. Even if they can’t articulate it, they sense when a message sounds pre-approved. At Spoke we believe that people long for things (and messages) that feel refreshingly human. Something that may be inspired by re-
search but goes well beyond this data to make a meaningful connection.
ORIGINALITY REQUIRES DISCOMFORT
The brands that break away from sameness aren’t the ones with better data. They’re the ones willing to ask harder questions:
What do we believe that others don’t? What truth about our customers isn’t showing up in the research? Where are we over-polishing instead of being honest?
Those questions don’t produce instant clarity. They produce friction. Debate. Occasionally, awkward silence. But they also produce something far more valuable than consensus: perspective.
And perspective is what customers remember.
CLARITY BEATS CLEVER EVERY TIME
Standing out doesn’t require being louder, weirder, or more provocative than your competitors. It requires being clearer about what makes you you – and being willing to say it even if it doesn’t sound like everyone else. (You’ve seen how this plays out before when brands like Cracker Barrel tried to modernize by borrowing from everyone else, they didn’t gain greater relevance so much as they lost the familiarity customers actually came for.)
The irony is that the moment you stop trying to sound “on trend” is often the moment your message starts to resonate again.
So if your brand feels a little too familiar lately, that might not be a failure. It might be a sign that you’ve outgrown the script you’ve been reading from.
And that’s usually where the most meaningful change begins.
CLIENT SPOTLIGHT
Saberra Massey-Hill, Founder of Massey School of Phlebotomy LLC and Massey Mobile Phlebotomy Service
After seeing how phlebotomy transformed Saberra’s own life, she was inspired to build a business that could make that same kind of impact for others. Her focus is on marketing mobile phlebotomy, growing her business, and pouring back into the community. That sense of purpose continues to shape her work as she looks for new ways to serve clients, connect with the community, and expand her reach.
“Phlebotomy changed my life. It gave me a career and something to stand on.”
Saberra says one of the biggest benefits of building her business in an STL Partnership incubator has been the opportunity to grow in a space that is both affordable and supportive. Having access to convenient, reasonably priced space has allowed her to focus on building her business without the added pressure of managing major overhead costs like utilities. Just as important has been the network around her. Saberra highlighted how helpful and encouraging the team has been, especially during the more difficult days that come with entrepreneurship.
“It is a really nice team.”
In a city full of entrepreneurs, standing out can be a challenge, especially in a field where many people may not fully understand what phlebotomy is. Saberra shared that helping people learn more about mobile blood draws and phlebotomy training has been one of the biggest hurdles, but it has also become one of the most rewarding parts of the journey. Now, she is seeing more people catch on and recognize phlebotomy as a real pathway into the medical field. That growing awareness is exciting because it means more people can see the same life-changing potential Saberra saw for herself.
“Don’t expect any flowers without a little bit of rain.”
Looking ahead, she has big plans. In the next five years, she hopes to expand across the Metro area, work more closely with research departments and major healthcare systems, and eventually grow across state lines. Her advice for aspiring entrepreneurs reflects the same drive that fuels her own business every day: “Don’t give up.” She also reminds fellow business owners to keep going, stay resilient, and always lead with strong customer service and relationships.
NOTES FROM YOUR LEAD SITE ADMINISTRATOR
Hello,
Just a friendly reminder of a few important items to help keep everything running smoothly for your business and within the incubators.
Please make sure that your company’s business license and Certificate of Insurance (COI) remain current, as they are both essential parts of operating your business and are required under your incubator use agreement.
In addition, please keep your staffing list and contact information current so we know who is involved with your business and who to contact if needed.
If you have any building-related issues or maintenance needs, please be sure to submit requests through your Buildium account portal. This helps us address concerns efficiently and maintain a safe, comfortable space for everyone.
Lastly, we always love hearing about your company’s milestones, awards, accomplishments, and exciting updates. Please feel free to send those our way so we can celebrate with you and help spotlight your success.
We truly appreciate having you as part of our incubator community and are grateful for the opportunity to support your growth.
Thank you,
Vanessa Greene Lead Site Administrator
NOTES FROM YOUR SBDC COUNSELOR
Introducing the new Incubator Growth Initiative, designed to help you stay on track, grow, and make the most of your time in the business incubator program.
Please review the information below, then find a time to meet with me, your SBDC Business Counselor: https://calendly.com/colleensbdc (book a time that works for you and I’ll send a confirmation and zoom link). During our meeting, we’ll review the guidelines together, talk strategy and resources, and document your quarterly Strategy Meeting.
Program Overview
The Incubator Growth Initiative provides structure, accountability, and resources to support your continued growth as a business owner. The program offers monthly small business programs, quarterly one-on-one SBDC strategy meetings, increased engagement and communications, and graduation showcase events.
To Remain in Good Standing:
• Attend 9 or more of the monthly+ workshops offered, annually
• Attend one-on-one quarterly strategy/update meetings (w/Colleen)
• Meet quarterly milestones
• Remain engaged and responsive in the program
• Demonstrate steady progress toward your business objectives
• Participate in your Graduation Showcase event
These guidelines help ensure you receive maximum value from the incubator program — and that every business benefits from a culture of growth and accountability.
I look forward to connecting soon and supporting your next stage of growth!
Colleen Mulvihill