Insurgent Brewing Co. is first Makeover of a Lifetime winner

Mar 31, 2021 | Press Release, Chino Valley, SBDC, Small Business Makeover

Insurgent Brewery Co. in Chino Valley was named the first-ever winner of the Makeover
of a Lifetime as part of the Yavapai College Small Business Development Center’s
(SBDC) new Small Business Makeover program, according to a news release.

On Friday, March 12, members of the Yavapai College SBDC Team, Yavapai College
Film and Cinematography crew, and Chino Valley Economic Development Project
Manager Maggie Tidaback surprised Laura and Rob Valenzuela at their Chino Valley
brewery. They announced to the couple that the Yavapai County chamber executives
and economic development officers had selected Insurgent Brewing Co. as the first
Yavapai College SBDC Makeover of a Lifetime winner in the Small Business Makeover

With many small businesses severely burdened or even shut down because of the
COVID-19 pandemic, the Yavapai College Small Business Development Center, which
operates as part of the Regional Economic Development Center, launched the Small
Business Makeover program in January to address this ongoing need.

“Thanks to new funding we received from the CARES Act, we were able to bring
additional resources to help us plan and launch this as a pilot program for new clients,”
SBDC Director Jeri Denniston said in the news release. “Our goal is to expand this
program to all SBDC clients next year as another set of tools and resources to help
small businesses thrive.”

Insurgent Brewing Co. happens to be one of the many businesses affected by the
pandemic as Rob said the business was in the process of moving to a different unit in
the same building, which is located on the southwest corner of Highway 89 and Road 2
North. In a way, Rob admitted that they lucked out since the new unit the business was
moving into was more spacious and allowed for better social distancing. However, they
were still required to only offer takeout at different points throughout the pandemic.

“We feel very honored and it’s going to help us out a lot,” Rob said. “Because of the
experience all those folks down at the college center have on all aspects of business,
it’ll help us out with marketing, signage and making things run a little more efficiently.
We should be good.”

Over the next several months, the SBDC team will meet with the owners to identify one
to three key challenges to help Insurgent Brewing Co. pivot, attract more customers and
increase revenue. Rob said his main priority for Insurgent is to make brewing more
efficient and hopes they are able upgrade their equipment at the end of all this.

“Congratulations to them for winning it. That’s awesome,” Chino Valley Mayor Jack
Miller told the Chino Valley Review. “Rob and Laura are good people and they work
hard. That’s just awesome.”

The Small Business Makeover program will continue through Sept. 20, during which
time three more Makeover of a Lifetime winners will be selected. All applicants are
entered into the “Mini Makeover Bootcamp” series with the Makeover of a Lifetime
winners receiving more in-depth and hands-on help from the SBDC team, subject
matter experts and other resources.

All participants will receive one-on-one confidential coaching with SBDC consultants in
addition to access to training, tools, and other resources to address their specific needs.
Three more application deadlines are set for March 31, April 30, and May 31. As of
March 15, 22 business owners from a wide variety of industries have applied for the
Small Business Makeover program.

The next Makeover of a Lifetime winner will be selected the first week of April from the
next round of applicants who apply before March 31.
Visit to fill out an application. Eligibility is reserved for
small business owners with fewer than 500 employees and revenue less than $15

They must be structured as a for-profit entity, have operated their enterprise for at least
three years, and have not received active coaching from the SBDC in the past five
years. Business owners who contacted the SBDC once or twice last year for assistance
with disaster funding would still be eligible if they did not receive ongoing coaching on
their business operations.

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A Complete 180!

“Jeri Denniston is a remarkable business counselor, mentor, and friend. She has not only changed the way I see the world of business but how I see myself, which was the crucial change I needed to succeed in my business endeavors. Jeri began teaching me the skills needed to implement and market my business. More importantly she has taught me how to believe in myself. She helped me shift from limiting beliefs built around an 11-year career serving a community with scarce resources, to believing that I can offer my valuable Trainings and be financially successful.” – Ouro KKC: Maria McGonigal

SBDC staff was helpful

“The SBDC staff has helped our company realize several remarkable goals, and we are grateful for their continued support of Superstition Meadery as we follow our mission, create new opportunities for our employees, and make a difference in our community.” – Superstition Meadery: Jen and Jeff Herbert

Very helpful

“Thank you SO MUCH for all your help.  You really came through in our time of need and anxiety.” – Sedona Cathedral Highway B&B and Spa: Kathy and Larry Kaeckel