University of Wisconsin - Extension

JANESVILLE - "Never stop learning!" That's what Mary Edwards says is the most important lesson she has learned as a business owner.

After working 15 years as a waitress, Edwards noticed that her vision had become impaired. She needed to find a different line of work, so she began producing knitted sweaters--up to 300 of them a year--by hand. During this time, she did custom work for people connected with professional football and basketball on a personal-order basis. She also found retail markets for her work in two states.

But Edwards learned that one person can connect only so many loops, and that hand knitting had a somewhat limiting income potential.

Four years ago, Edwards began quilting. She got a 14-foot quilting machine in 1997 and has seen an encouraging increase in business productivity.

Says Edwards, "In January 2000 I completed the FastTrac business course, and it got me thinking about business in a different way. With my sweaters I was organized in my own way. But doing a business plan was a big step. At first, I thought, 'No way.' But then I wrote it!"

Staff at the UW-Whitewater Small Business Development Center counseled Edwards. "They gave me great advice. The first thing I needed to do was to get an accountant. Then I got a bank loan for seed money to get quilting materials."

Today Edwards has a computerized business that helps her with accounting, record keeping and marketing.

Mary's Creations, Ltd. produces licensed products with the emblems of two UW universities, Whitewater and Madison. And Edwards knows how to derive profit margins.

"I took a big step in my niche market with an advertisement in the Fall 2000 alumni magazine, On Wisconsin. I have subcontractors lined up to help with the process of making Wisconsin quilts."

Edwards says that her SBDC counseling included advice on how to make her business more visible. She is now a member of Forward Janesville and the American Business Women Group.

The busiest time for a quilting business is September through May, says Edwards. "Then it slacks off, because a lot of people who are into quilts are also gardeners."

Edwards says her "master" goal is do quilts that feature more universities, "and then . . . the National Football League!"

For one who never stops learning, that goal may well be in range.