Southwest Virginia’s hills are home to UVA Wise, where classrooms meet community and ideas grow far beyond campus borders. Thanks to its work with FINSYNC CO.STARTERS, UVA Wise is helping to shape a new kind of entrepreneurship in central Appalachia. The approach is rooted in community and focused on long-term impact.
At the heart of this effort is Blake Salyer, Innovation and Ecosystem Manager for the UVA Wise Office of Economic and Community Development. Salyer and his team are working to expand economic opportunity in a region long shaped by coal. While their office continues to support traditional strategies, such as business recruitment, they are also focusing on a locally driven approach that helps residents start and grow their own businesses.
The goal is to meet real community needs with tools that work. “People in our community are starting businesses not just for themselves,” Salyer said. “They’re doing it because they want to see this region thrive.”
Why UVA Wise Chose FINSYNC’s CO.STARTERS Program
That mission led UVA Wise to adopt the FINSYNC CO.STARTERS curriculum, a structured, peer-driven program that helps people turn ideas into action.
Salyer and his team put real thought into the choice. They consistently received positive feedback about the program’s clear structure, visual layout, and practical approach.
“CO.STARTERS doesn’t just tell you what to do; it gives you a way to actually do it,” he said. “For our participants, many of whom are brand new to the world of business, that’s essential.”
The curriculum pairs naturally with FINSYNC’s financial and planning tools, which continue to support small business owners long after the sessions conclude. While the CO.STARTERS program helps participants move from idea to action, the broader FINSYNC platform supports their long-term success by simplifying cash flow, managing finances, and connecting them to funding opportunities.
Building Peer-Led Momentum
One of the standout elements of the most recent cohort at UVA Wise was its hybrid format. While virtual sessions can sometimes dampen engagement, Salyer reported the opposite: strong participation and a genuine peer-led experience.
“We wanted to create a space where people learned from each other, not just from the facilitator,” he explained. “That peer dynamic is where a lot of the magic happens.”
That dynamic was compelling in a surprising place: the wellness sector. In this cohort, several massage therapists joined the program not to compete, but to support each other. Rather than jockeying for market share, they shared ideas, referrals, and encouragement.
“Watching them work together was incredible,” said Salyer. “It was a real reminder that entrepreneurship, when done right, can be collaborative instead of cutthroat.”
New Beginnings
Other cohort stories show just how far-reaching this work goes. Federal funding cuts resulted in one participant losing his job. He responded by launching a land management company to serve regional property owners. Another newcomer to the region started a fresh juice beverage business, which became a welcome addition to the local food scene.
“These are people who didn’t necessarily set out to be business owners,” said Salyer. “They were responding to circumstances and saw a gap they could fill. What we’re trying to do is meet them right there, at the intersection of passion, need, and possibility.”
In Appalachia, where economic transition has often felt out of reach, these stories are proof of something different: innovation can be homegrown.
Stronger Financial Foundations
Understanding that many first-time founders struggle most with the numbers side of running a business, UVA Wise is exploring ways to integrate FINSYNC’s new financial toolkit. This three-hour plugin session breaks down complex topics, such as profit and loss statements and charts of accounts, in a way that’s practical and accessible.
FINSYNC developed the toolkit in response to widespread confusion around financial tracking, compliance, and funding readiness. Jeanette Brewster, who leads partnerships at FINSYNC CO.STARTERS, said the goal is to help entrepreneurs build confidence not just with their ideas, but with their books.
“It’s hard to get funding when your records aren’t in order,” she said. “This toolkit gives people a stronger foundation, and that makes everything else, like connecting to banks or CDFIs, more achievable.”
Salyer agreed, adding that there’s interest from local institutions like People Inc. and several regional banks to support sessions like these or even co-sponsor future cohorts.
“There’s a shared understanding in our community that this kind of work matters,” he said. “And we’ve found real alignment with partners who want to be part of the solution.”
Momentum in Motion
As UVA Wise continues to expand its entrepreneurial programs, FINSYNC will remain a vital component of the equation, not just through tools and training, but through its commitment to evolving alongside the communities it serves.
From rural landowners to wellness professionals to transplant founders just finding their footing, the people behind these small businesses are proving that economic development doesn’t have to come from the outside. It can grow from within.
With partners like FINSYNC CO.STARTERS walking alongside them, this movement is gaining traction. In places like central Appalachia, that steady progress is beginning to reshape what is possible. That’s momentum in motion.