Several months after opening its doors, the Hartselle E-Center has supported 27 businesses and entrepreneurs, with demand for services beyond its physical office space running ahead of expectations. The business incubator currently has three occupied physical offices and three virtual clients, according to site director Tyler Jones. Two additional offices had been set to be occupied, but those prospective clients ultimately remained in their jobs. “In terms of businesses supported, we are helping more and more each day, with a total number of 27 businesses and entrepreneurs supported so far,” Jones said. Demand for physical office space is close to projections for the E-Center’s first year, while interest in its other services has been stronger than anticipated. “Our read on local demand is limited by the time it is taking to educate the community about what an incubator is, why it matters, and who we serve,” Jones said. “As with any offering, for demand to exist, people have to understand what the product/service will do for them.” Jones said demand for physical offices is “almost exactly on track” with projections, though perhaps slightly behind seven months into the E-Center’s existence. Officials expect to have a better picture of demand for physical offices by the end of the first quarter of 2027. “Demand for additional services is significantly higher than we projected,” Jones said. One business receiving support is Amped Electric, which is working to grow its electrical company. “In the last few months, we have seen their footprint grow – they even landed a city contract,” Jones said. “They continue to gain traction and have been able to provide more services to Hartselle and the surrounding communities. With their work ethic and network, the Hartselle E-Center has been able to provide support while they run their business and build their brand.” No businesses are expected to “graduate” from the incubator until at least mid-2027 because the businesses being supported are still in their early stages and need time to become more stable. Jones said one of the biggest surprises has been how many people are using the E-Center for services beyond office space. “As with any community in the country, a ‘business incubator’ is a new concept,” Jones said. “That means it takes significant time just to explain what you are. The biggest surprise, though, is how many people are utilizing our services beyond the office space we provide – it’s a growing list.” John Joseph, executive director of the Morgan County E-Center in Decatur, said Hartselle’s demand for physical offices is tracking closely with projections, while demand for virtual offices is steady and demand for other services is significantly ahead of expectations.

John Joseph

“We are all used to understanding something new when it comes to town – a restaurant, bowling alley, etc.,” Joseph said. “When it comes to a ‘business incubator,’ much of the first months of operations has been about simply explaining what The Hartselle E-Center does, why it matters, and who we serve. Those efforts are necessary in any community – most of us wake up knowing what a restaurant is, but virtually nobody wakes up knowing what a ‘business incubator’ does.” Comparing Hartselle’s early progress with the E-Center in Decatur is difficult, Joseph said, because Year 1 numbers from Decatur are not available. Decatur also had a city-run business incubator before the E-Center opened, meaning some of the work of explaining the concept to the community had already occurred. Joseph said there have been no major surprises in the Hartselle market, but the variety of requests from community members has stood out. Those requests have ranged from guidance on food trucks to identifying the appropriate person to contact about a law or regulation. “Overall, no huge surprises – people here have been helpful, supportive, and willing to do anything we asked to help the community understand the services offered by the business incubator,” Joseph said. “We always want to be moving faster to help people understand what we do.” Day-to-day work at the Hartselle E-Center varies depending on the needs of the entrepreneurs it serves. “Each start-up looks different than the next,” Jones said. “It’s building a blueprint, idea after idea, day by day while building momentum for the future. The goal is to build the processes of a viable business. A thriving business looks different to each owner. Our goal is to give them our available resources to promote success.” The E-Center is also planning its initial community events. It has hosted community organizations interested in learning more about the incubator and accommodated requests from groups seeking a place to meet. Another goal is to strengthen connections among entrepreneurs already operating in the area. “We are still working on this in Decatur as well, but it will be enormously beneficial to Hartselle to bring together the existing community of entrepreneurs in as many ways as we can,” Joseph said. Joseph said officials will consider expanding the Hartselle E-Center’s staff or space based on the number of office clients, virtual clients and total people served at the end of the first quarter of 2027. “It really is more art than science,” Joseph said. “You need to be able to house and serve your current clients effectively and get ahead of potential projected growth so you’re ready for it, while being a good steward of funds and ensuring each dollar is spent on something that is actually necessary and moves the needle for the community.” For the E-Center, Joseph said continuing its current trajectory would constitute a successful first year. Officials want to have at least seven clients, demonstrate that they are continuing to educate more people about the E-Center and receive reports that the incubator is providing effective assistance. “If we came to the end of the first year and people are not getting assistance, or coming to us for help, that would be disappointing,” Joseph said. Both Jones and Joseph said increasing awa...

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