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Finding 

the Right Idea

   When Saundra Krienke moved to Crosslake five years ago with her husband, she wasn’t just looking for a change of scenery. She was looking for a place to put down roots and become part of a community. Like many entrepreneurs, the idea for her business came quietly, while sitting in a local coffee shop and noticing what the area had, and what it didn’t. With a strong entrepreneurial background shaped by family businesses, she knew she wanted to build something of her own. But she also knew it had to be the right fit, not just another business for the sake of it.

   After finding a space that immediately felt special, Saundra began working with the North Central Small Business Development Center at Central Lakes College to test her concept. Together, they walked through feasibility, costs, and what it would truly take to open the doors. This included a deep dive into expenses, from large equipment down to the smallest details, ensuring nothing was overlooked. With guidance from North Central SBDC consultant Pam Thomsen, Saundra refined her vision and gained confidence in the path forward. That early planning work laid a strong foundation and positioned her for funding conversations.

Building a Unique 

Experience

   The concept for Up North Social took shape around something Saundra personally loved: gathering with friends over wine and thoughtfully prepared food. She leaned into the idea of a “grazing” experience, where customers could enjoy curated charcuterie paired with high-quality wine and beer. Through market research and conversations with industry professionals, she developed a model that felt both unique and right for the area. Her goal was to create a space that felt like home, where people could slow down and connect. That intentional approach became a defining feature of the business.

   Fueling the Launch with the Right Support

As the business plan came together, securing the right financial support became the next step. Through connections in the community, Saundra met the Brainerd Lakes Economic Development Corporation (BLAEDC) team and learned about the BLAEDC Unified Fund. With guidance from Executive Director Tyler Glynn, she navigated a straightforward application process and secured approximately $30,000 in funding. These funds helped cover critical startup costs like furniture and equipment. Having access to flexible, local funding made a meaningful difference in getting the business of the ground.

Adapting and Growing

   Since opening two years ago, Up North Social has continued to evolve alongside its customers. Saundra built strong relationships by focusing on exceptional service and creating a welcoming environment where people felt comfortable staying a while. When faced with a challenging winter season, she made a strategic pivot by learning into events and catering. This opened up new revenue streams and opportunities for the business. She also saw strong results from using tools like Google Ads to drive traffic and increase visibility. The willingness to adapt has been key to maintaining momentum and growth.

   Saundra’s advice to others looking to start a business is simple but powerful. Take the time to understand what your community truly needs and don’t be afraid to ask questions along the way. Building relationships and collaborating with others can open doors you didn’t even know existed. There is value in learning from those around you and leaning on available resources. With the right support and a clear vision, it is possible to build something that not only succeeds, but strengthens the community around it.

Entrepreneurs on Tap

   If you want to hear directly from Saundra and learn what it really takes to run and grow a business in a seasonal market, there’s an opportunity to do just that. Join the North Central SBDC on May 6, 2026 at 5:00 PM at Up North Social for the next Entrepreneurs on Tap, hosted in partnership with BLAEDC. Saundra and Squirrelly Mama Boutique owner Jackie Wipper will be in the hot seat, sharing how they make the most out of the tourist season. It’s a chance to learn from real experiences, ask questions, and walk away with ideas you can put to work right away.

   The North Central Small Business Development Center is hosted at Central Lakes College and provides no-cost, confidential business consulting, training, and resources to entrepreneurs and small business owners across an 11-county region. The North Central SBDC supports clients at all stages of business, from idea development to growth and transition. To learn more and register for consulting, visit www.northcentralsbdc.com. 

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