Minnesota Startups Take the Stage During Super Bowl LII Week Activities

Many people talk about starting a new business, but the Startup Capital of THE NORTH Showcase, produced by MN Cup and Greater MSP, highlighted the Minnesotans who have actually jumped into starting business. Hint: they are really good at it. The showcase highlighted leading MN startups, including the craft food community, sports, and student startups, plus select MN Cup participants.

Previous MN Cup winners kicked off the event by giving updates on their startup story and how they are performing now. The diversity and success of past winners was amazing. 75F created smart HVAC for offices to even heating and cooling, which reduces heating/cooling costs. When I Work created an app-based scheduling tool that helps managers schedule hourly staff more than a month out and creates a communication tool between the two groups to request time off, swap shifts, and adjust schedules. Johnny Pops created smoothies on a stick using real fruit and cream and added an uplifting message to each stick.

After the formal presentations, at the exhibition, I got to talk to BERD Spokes, a company making bike spokes from advanced polymers (not steel), Key Log Rolling, who is trying to invent a new aquatic sport, and student groups like Musa, who make vegan ice cream. I was impressed that there were so many diverse, interesting, new ideas being pursued as new businesses here in Minnesota.

What makes these companies successful? And, why are the succeeding here?

Solving real problems – Each company had painstakingly discovered real insights into their target audience and had found well defined needs that weren’t being met. The need was real. They created an innovative product which met this need in a unique way, that they could then package and sell.
Consistent branding and messaging – A singular message, focused on the solution, not the problem, or the product, was a consistent marketing message from each company. Laser focused branding, consistent packaging, messaging strategies, and intuitive brand names made companies stand out.
Support – Starting a company requires support. For some companies this was financing, others it was mentorship, and some it was a market to sell their goods. The Minnesota market uniquely supports startups with organizations founded to provide the support startups need.

The entrepreneurial spirit is alive and well in “The Bold North,” and the Startup Capital of THE NORTH Showcase was a great opportunity to demonstrate this to the businesspeople who are in town for the Super Bowl.