Students-Turned-Entrepreneurs Start Main Street Businesses

Owners of The Hive: Adam Guilette, Luis Rivera III, and Vince Selvey 

The owners of two new Main Street businesses arrived in town as students at UW-Platteville, with majors ranging from forensic science to biology. Now they are pursuing their own enterprises and hoping to strengthen the community-campus connection by drawing students to Platteville’s historic downtown. 

Scott Schaefer owns Deals N Dragons, located at 25 East Main Street, with fiancée Shelby Brus. Schaefer, who is originally from East Dubuque, IL graduated from UW-Platteville in 2016. His original post-graduation plan was to become a substance abuse counselor. Being an avid board game player, he became interested over time in the idea of opening his own space for gaming. “I loved Platteville but wasn’t sure what I would do for a job, so I finally thought - why don’t I hire myself?” 

At Deals N Dragons, players of all ages can drop in to play impromptu games or to participate in tournaments. Deals N Dragons specializes in non-digital games with a few digital games mixed in. Popular games include Smash Brothers, Magic: The Gathering, Yu-Gi-Oh and Pokémon. The business earns money through tournament fees, games and gaming accessories, and concession sales. 

Schaefer sees his business as an important “third space” in the community. Third spaces are defined as places other than work or home where people can gather and recreate. “There isn’t a lot downtown for students outside of Second Street and there is significant community detachment from campus. We want to help bridge that gap.” 

Schaefer describes his clientele as 60% students and 40% area residents, with the latter group growing. His business, which opened in November of 2017, was originally located in the basement of the former library building. Since moving to his more visible Main Street location, he has seen an uptick in traffic. 

Schaefer wants Deals N Dragons to be known as a welcoming and safe space. Schaefer notes that it isn’t easy for everyone to make friends. “It doesn’t matter who you are or what disability you have. You can be age 8 or 81. You are welcome here. This is an environment where we lift each other up.” Schaefer is also more than willing to assist those who are new to gaming with learning the ropes. 

The owners of The Hive at 145 West Main Street are still pursing their college degrees. Adam Guilette of Sturgeon Bay, WI, Luis Rivera III of Rockford, IL and Vince Selvey of Madison, WI met as members of the Delta Sigma Phi fraternity. Like Schaefer, they recognized that opportunities for students, outside of bars, were a missing link downtown. 

The three entrepreneurs bounced a number of business ideas around before landing on CBD oil products. For Guilette, the connection to CBD oil was personal. “As someone who has struggled with anxiety and depression. I knew from experience the amazing health benefits.” 

While offering quality CBD oil at an affordable price anchors The Hive’s business, the partners are working on building other product lines. “One of our goals is to help other entrepreneurs by offering space where they can sell their products,” explained Guilette. Currently, visitors can find products from three other student vendors in the store. Two of the vendors have used a 3D printer and biodegradable plastic to create products such as vases, planters and an environmentally-friendly key chain with an embedded straw. Another vendor, Twisted Earth Pottery, offers mugs made out of homemade clay and glaze. 

Unlike most business, finding employees for The Hive has not been a challenge. “It was easy to find employees,” joked Rivera, “it’s us.” At Deals N Dragons, Schaefer regularly works 75-80 hours a week and reports that a strong work ethic is a necessity. 

Both businesses worked closely with Jack Luedtke, Executive Director of Platteville Main Street, to identify potential business locations. Rivera visits the Main Street office weekly to talk through ideas and challenges. Luedtke was excited to work with new business leaders. “Between these businesses, Badger Brothers, Pioneer Nutrition…you can really see the next generation of business owners stepping forward.” Luedtke was also quick to give credit to local landlords. “These young entrepreneurs don’t have an established business record. We were fortunate to have local building owners who were willing to take a risk.” 

Luedtke notes that new business owners have a lot to learn, even with respect to simpler tasks like the terms of a lease agreement. “The first six to twelve months of a new business can be very challenging. Just opening the doors won’t create a business. You have to build your customer base…one customer at a time.” With that said, Luedtke has been impressed with the traffic both Deals N Dragons and The Hive have generated in a relatively short period. 

As for advice for other aspiring entrepreneurs, Guilette offers the following: “Stick with it. It will be hard and feel like an uphill battle sometimes. Find people you trust and who are as dedicated as you are. Having three minds has definitely been an advantage to us. We kept pushing each other.” According to Schaefer, it is important to have realistic expectations. “I’m not in this to get rich quick. I do it because I love it.” 

For more information on starting a Main Street business, contact Jack Luedtke at (608) 348-4505. The Platteville Business Incubator also provides space and advice for business start-ups. Contact Director Kate Koziol at (608) 348-2758 or by email at kate@pbii.org to learn more.