Idea To First Dollar Startup Incubator

Cohort 1 • Rock County Wisonsin February–March 2026

Cohort 1 marked the launch of a community-anchored, in-person incubator designed to help local founders move from idea to first revenue.

Cohort 1 marked the launch of the Business Readiness Program’s in-person startup incubator in Rock County, Wisconsin. This first group of founders helped shape the foundation of what would become an ongoing, community-anchored pathway from idea to income.

Held in person at the Janesville Innovation Center, Cohort 1 brought together local entrepreneurs committed to building practical businesses, learning by doing, and supporting one another through the early stages of growth.

This page serves as a record of that first cohort and the work they completed together.

Rock County Wisconsin Cohort Snapshot

  • Cohort Duration: February 3 – March 26, 2026 (8 weeks)

  • Location: Janesville Innovation Center

  • Applications: 22

  • Participants: 12 founders

  • Culminating Event: Live Pitch Night at The Castle in Beloit, WI

COME BACK SOON FOR MORE STATS!

"Cohort 1 existed to close a very real local gap.

Many founders in Rock County had strong ideas, real skills, and the willingness to work but lacked structure, clear guidance, and access to a supportive business ecosystem.

This first cohort tested a new model: an in-person, time-bound incubator focused on execution instead of theory.

Cohort 1 proved that when founders are given structure, accountability, and community support, progress happens faster and confidence grows alongside capability."

- Jocelyn, President of BRP

Cohort Participant Businesses

COMPANY

FULL NAME

The cohort will be announce soon!

Learn More

COMPANY

FULL NAME

The cohort will be announce soon!

Learn More

COMPANY

FULL NAME

The cohort will be announce soon!

Learn More

Pitch Night Judges

Naomi Patten

BELOIT, WI www.linkedin.com/in/naomi-patten

Naomi Patten is a 24-year-old trumpet player and musician from Beloit, Wisconsin. She performs throughout the Beloit area, bringing energy and personality to every performance. Naomi is the founder and bandleader of Patten Pending, a group that blends creativity, strong musicianship, and a passion for live performance.

With a background in live band settings, Naomi has experience performing across a variety of styles and venues. Her trumpet playing adds a bold, vibrant sound that helps define the band’s unique musical identity. Through Patten Pending and her other musical collaborations, she continues to build connections in the Stateline and Madison music scene and share her love for music with new audiences. She is also an active Account Executive for Adam's Multimedia, where she helps other businesses with Marketing!

Naomi’s goal is to keep growing as an artist, create memorable performances, and bring people together through live music.

FAQ image

Rick Latella

Woodstock, IL | www.linkedin.com/in/ricklatella

Rick Latella is the CEO and CoFounder of DMR International Inc., a materialsscience company

developing advanced antimicrobial and sustainable technologies for water purification. He leads the development and commercialization of PurAsure™, a NOVEXAMG®powered platform that removes pathogens inline and delivers nextgeneration biofilm control for water treatment, stormwater, AgTech, aquaculture, and environmental applications.

He is also the CEO and CoFounder of Samaritan Shield Co., creators of Samaritan Shield® Cleaner

Protectorant, a NOVEXAMG®enhanced surfaceprotection technology validated through independent testing and providing up to 21 days of defense against bacteria, spores, and viruses.

Across both companies, Rick drives strategy, product development, regulatory navigation, and

commercialization, drawing on three decades of operational and product development experience at Motorola. He also serves on the boards of Community Water Services and WaterCitizen, advancing water stewardship and sustainable technology adoption.

FAQ image

Kari Swirth

BELOIT, WI | www.linkedin.com/in/karikolle/

Kari Swirth is the President & CEO of the Greater Beloit Chamber of Commerce, where she represents and advocates for the local business community. She works closely with business leaders, educators, and civic partners to support economic growth and student success. As a mom and community leader, Kari is passionate about strengthening the connection between business and education to help her community thrive

FAQ image

Mason Cook

BELOIT, WI | www.mastercraftvc.com

Mason Cook is Founder and Managing Director of Mastercraft Ventures, a seed-stage venture capital fund. He built Mastercraft Ventures after 10 years launching and scaling startups, working with entrepreneurs, and refining startup systems. Previously, Mason was president of a $3M VC-backed AR startup, managing director of a nationally-ranked startup accelerator, an early employee at a $70M VC-funded fintech company, and owner of a house painting business. He graduated from Iowa State University and Columbia Business School.

FAQ image

Cheyenne Spade

JANESVILLE, WI | www.linkedin.com/in/cheyennespade

Cheyenne Spade is a Business Management graduate with a strong focus on marketing, nonprofit support, and community-driven economic growth. After graduating in 2025, she launched a marketing services startup supporting local organizations through video editing, website development, and social media strategy—giving her firsthand experience in early-stage business execution.

Cheyenne currently serves as Office Coordinator at Forward Janesville, the Janesville Chamber of Commerce, where she supports local businesses and economic development initiatives. She is also the Social Media Manager for JOIN Janesville Young Professionals, serves on the Membership Committee for Rising Professionals of Beloit, and works as a Youth and Family Advocate with Full 360 Services.

A strong believer in the role of mindset in entrepreneurship, Cheyenne brings a people-centered perspective rooted in confidence-building, adaptability, and growth through action—because most success is found by those willing to take calculated risks.

FAQ image

A huge thank you to all our partners and sponsors, they make sure all our programming is free to participants.

Watch Cohort 1

Watch Cohort 1 Pitch Night

Contact info

2949 Venture Dr, Janesville Wi 53546

(920) 212-1475 Text or Call!

Open Appointment Hours

M: 10am - 4pm

T: 10am - 4pm

W: 10am - 4pm

T: 10am - 4pm

F: 10am - 4pm

Programs

Startup Incubators

Workshops & Events

Grant Writing Support

© 2026 Business Readiness Program - All Rights Reserved.