Lakeshore Advantage expands SURGE programs to accelerate startups

What’s happening: Lakeshore Advantage is introducing an expanded lineup of SURGE accelerator programs to help founders in Allegan and Ottawa counties gain customers, attract capital, and scale their businesses.

How does it work: The new programs are underwritten by a $300,000 Trusted Connector Grant from the Michigan Economic Development Corporation. Over the next two years, the funding will help non-technical founders, member-led events, and product launches, and add entrepreneurs in residence with specialized expertise.

What they’re saying: “These new programs reflect what our startup community needs most: capital access, experienced mentors, and a clear roadmap to scale,” says Nora Vandenbrink, director of SURGE partnerships. “By partnering with expert venture studios and founders, we’re creating the kind of ecosystem where breakthrough companies can thrive right here in West Michigan.”

How does it work: The Customer-Funded Startup Accelerator, led by Centered Venture Studio, launched Sept. 10. It helps founders validate ideas, gain early customer traction, and generate revenue before seeking outside investment. Bryce Kaiser, founder of Centered Venture Studio, will be working with entrepreneurs. “If you’ve got a big idea and early momentum, we’ll help you get your next one hundred customers.”

The Customer Funded Startup Accelerator helps founders secure early customer traction and power their growth through revenue, adds Vandenbrink. 

“Designed for ventures from their first to their hundredth customer, the program emphasizes building sustainable businesses driven by real market demand rather than early reliance on outside capital,” she says. “By focusing on sales and customer relationships, founders validate their business model, strengthen financial stability, and create a foundation for long-term growth.”

What’s next: The Capital Readiness Accelerator will launch in February 2026 in collaboration with A:LAB, which guides startups in raising capital through equity, grants, loans, strategic partnerships, and crowdfunding.

“The Capital Readiness Accelerator is designed for founders across all stages, whether you’re just launching, gaining traction, or preparing to scale, who are focused on raising capital through both dilutive and non-dilutive sources,” Vandenbrink says. “This program delivers a roadmap to investment readiness, combining practical education, hands-on mentorship, and direct access to a diverse funding ecosystem.”

What’s the potential: “The development of these programs has expanded the toolkit available to founders in our region, providing the programmatic and tactical guidance they need to navigate the journey from market entry to sustainable growth,” Vandenbrink says. “We believe these resources will continue to strengthen our entrepreneurial community and help founders achieve their goals of building and scaling successful ventures.”

Entrepreneurs interested in applying or following future SURGE events can visit lakeshoreadvantage.com/surge.