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Professional Staff

Director, Colleen Merrill/Executive Director Alta Resources CEI

Colleen Merrill is no stranger to small business ownership and management. She currently co-owns and operates an area rental properties management business. Her background includes deep experience in mechanical contracting. Having that essential, in-the-trenches understanding of the challenges and needs of small business is integral to her role at the SBDC.

  • Business Planning
  • Marketing Strategy
  • Small Business Management and Development
  • Real Estate Development

Contact her by e-mail at
or by phone at (920) 424-1456

Phil Florek, Senior Business Consultant

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Phil has more than forty years of management experience including over ten years of recent experience as president or CEO of family and closely-held businesses. His background also includes a number of years experience in mergers and acquisitions for Fortune 500 companies. Among his specialties:

  • Debt and equity financing options for established businesses

  • Improving financial performance of a business

  • Revitalizing sales, marketing and customer service

  • Business and Strategic Planning

Contact him by e-mail at
or by phone at (920) 424-2022

Jordan Rhodes, Business Consultant/Alta Resources CEI Program Director

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Jordan graduated from the University of Wisconsin – Oshkosh in 2012 with a Bachelor’s Degree in Business Administration. When he was there he founded the Collegiate Entrepreneurs Organization and quickly grew it to one of the largest business clubs on campus. He was the recipient of the Certified Student Leader award, the Innovation and Creativity Award, and was inducted into the National Society of Leadership and Success.

After graduating he joined the family business as the Director of Marketing and Operations and helped develop streamlined systems and processes to implement during the acquisition of another firm. Outside of work, he created multiple online businesses that serve the needs of niche specific audiences leveraging Search Engine Optimization, Social Media Marketing, and Affiliate Advertising. In addition, he was a co-organizer of the first “Startup Weekend” hosted in Northeast Wisconsin and developed a “Lean Startup” curriculum which helped participants take their ideas to first customers in less than 3 months.

Now he is an SBDC Consultant and the Program Director of the Alta Resources Center for Entrepreneurship and Innovation at UW-Oshkosh. He remains actively involved in the UW-Oshkosh Collegiate Entrepreneurs Organization and volunteers through the local Junior Achievement chapter, teaching 3rd and 4th grade students about business and the joys of entrepreneurship.

Contact him by e-mail at
or by phone at (920) 424-1826 

Marketing Research Intern

A student in the UW Oshkosh College of Business assists the consulting staff in conducting business feasibility studies and new market assessments for a wide range of clients, including small and medium-size enterprises, and economic development organizations in Northeast Wisconsin. 

For more information contact Colleen Merrill by e-mail at 
or by phone at (920) 424-1456