SIUE’s 2025 Metro East Start-Up Challenge Winners Announced

EDWARDSVILLE - Southern Illinois University-Edwardsville has announced the winners of its 12th Annual Metro East Startup Challenge. The 2025 business plan competition attracted around 35 entrepreneurs competing for a share of a $28,000 prize package.

Beyond Creative AI, of Alton, Illinois, was awarded the first-place prize of $10,000. Founder Tyler Duty laid the foundation for Beyond Creative AI in mid-2025. Beyond Creative AI is a video-editing agency helping brands to elevate their content on social media platforms with a focus on supporting digital product sales influencers.

Helping Hands Living Solutions LLC (HHLS) of Troy, Illinois received a $6,000 prize for second-place. Owners Roger and Kathryn Gass and Alex Pearce started HHLS in June 2024. HHLS is a home remodeling startup in the Metro East that provides aging-in-place solutions to enhance the quality of life for the elderly, disabled and veterans.

Thrive Everywhere of Glen Carbon, Illinois, took home the $4,000 third place prize provided by Regions Bank. Business partners Kate Oland and Doug Havlin created Thrive Everywhere—an online platform providing an advertising channel for private practice clinicians and a suite of patent-pending search filters to help clients find optimal providers.

Rise Recovery & Resilience, based in O’Fallon, Illinois, received the $2,000 fourth place prize. Founder Randi Tyler plans to provide access to premium wellness technologies such as saunas, compression, whole-body vibration and red-light therapy via memberships.

“We are impressed by the large number of superior quality concepts brought forth by the participants,” said Jo Ann DiMaggio May, director of the IL SBDC for the Metro East at SIUE. “It made the evaluation process and final decision on awarding the prize money extremely difficult for all of our reviewers and judges.”

The winners will also receive in-kind support from Leadership Council Southwestern Illinois (LCSWIL), Attorney Carol Sparks, Beckemeier LeMoine Law of Troy, and accounting services from KEB of Edwardsville, to help form their businesses, navigate legal issues and manage start-up expenses. Other in-kind services include website design assistance from Codd Interactive, of Edwardsville, cybersecurity/IT services from Belleville’s Global Enterprise Services and co-working space for a set period of time at The Lodge in Edwardsville.

The competition has been open to businesses in Fayette and Montgomery for the last five years. In 2023, businesses in Macoupin County also became eligible to participate. Four additional prizes were also awarded in the following categories: MESC 2025 Woman, Minority, Veteran and Rural Business of the Year, each in the amount of $1,500. These prizes were funded by Bank of Springfield, Justine Petersen, the City of O’Fallon, and Dietrich Bank, respectively. Amy Sheridan, founder of Uplift Medical was awarded the Woman Owned Business of the Year Prize. Nekisha Ladd with Pavo Pluma Consulting, LLC of Belleville took home the Veteran Owned Business of the Year Prize, Kifah Mohammad, founder of K Bright By Kifah, was awarded the Minority Business of the Year Prize, and BaaBaa Girls Wool Pelletizing located in Waterloo, IL, was awarded the Rural Business of the Year prize.

The top four teams had the opportunity to present their winning business concepts before the LCSWIL board of directors meeting on Friday, Nov. 14. LCSWIL includes more than 150 leaders in business, industry, education, government and labor in southwestern Illinois.

May and the SBDC team are elated with the overall participation in the Challenge and the effort the applicants put into their business ideas and presentations. They are looking forward to continued community involvement for next year’s Challenge as the MESC celebrates 13 years.

“Our goal is to continue to increase the awareness and reach of the Start-up Challenge’s vast opportunities,” May said, “the Challenge is becoming a recognized fixture in the region’s entrepreneurial community, and the Illinois SBDC for the Metro East at SIUE looks forward to its continued growth and success.”

The IL SBDC for the Metro East organizes and manages the competition with support from the SIUE School of Business, and other business and economic development partners throughout its nine plus-county service area.

Finalists in the 2025 MESC also included:

• Plus Ultra Home Inspections LLC of Belleville, Illinois, provides residential and commercial inspection services including termite inspection, sewer scope, radon and mold testing for home buyers and sellers.
• Belly Up Dog Training, based in Troy, Illinois, where professionals turn your dog from mischievous to magnificent with their dog, puppy, and service dog programs.
• Coffeato Coffee Co. of O’Fallon, Illinois, a premium mobile espresso bar that travels to offices and events, creating memorable coffee experiences anywhere.
• Enter Peace of Edwardsville, Illinois, providing support to teachers and school staff by teaching strategies and creating spaces for effective self-care within the traditional education system.

The Challenge is made possible through tremendous regional support. Sponsors include: The SIUE School of Business, the?Leadership Council Southwestern Illinois, Associated Bank, Greater St. Louis Inc., Growth Corp, Anders CPA & Advisors, Regions Bank, the City of O’Fallon Illinois, Ameren Illinois Energy Efficiency Program, the City of Edwardsville, City of Highland, Carrollton Bank, St. Clair County Economic Development, FCB Banks, Monroe County Economic Development Corporation, First National Bank of Waterloo and the City of Alton.

The Illinois SBDC for the Metro East at SIUE and East St. Louis assists start-up ventures like these, as well as existing businesses headquartered in the eleven counties of southwestern Illinois, including Calhoun, Jersey, Madison, Bond, Clinton, St. Clair, Washington, Monroe, and Randolph counties. It is funded in part through a cooperative agreement with the U.S. Small Business Administration, Illinois Dept. of Commerce and Economic Opportunity, and?SIUE,?as a service to Illinois small businesses.

By helping entrepreneurs and companies define their paths to success, the SBDC network positively impacts the Metro East by strengthening the business community, creating and retaining new jobs, and encouraging new investment. The SBDC enhances the region’s economic interests by providing one-stop assistance to individuals through advising, training, research, and advocacy for new ventures and existing small businesses. When appropriate, the SBDC strives to affiliate its ties to the region to support the goals and objectives of both the?SIUE School of Business?and the University at large.

To learn more about the SBDC, contact the IL SBDC for the Metro East at SIUE?at 618-650-2929.

Photo by: Howard Ash

Southern Illinois University Edwardsville provides students with a high-quality education that powerfully transforms the lives of all individuals who seek something greater. A premier metropolitan university, SIUE is creating social and economic mobility for individuals while also powering the workforce of the future. Built on the foundation of a broad-based liberal education, and enhanced by hands-on research and real-world experiences, the academic preparation SIUE students receive equips them to thrive in the global marketplace and make our communities better places to live. Home to a diverse student body, SIUE is situated on 2,660 acres of beautiful woodland atop the bluffs overlooking the natural beauty of the Mississippi River’s rich bottomland and only a short drive from downtown St. Louis.

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