Meet the Members of the Diligent (Baker’s) Dozen from the Milwaukee 7 Region

The Wisconsin Technology Council announced the finalists in the Wisconsin Governor’s Business Plan Contest. Known as the “Diligent (Baker’s) Dozen,” 13 early-stage business founders will present their businesses to judges and attendees of the Wisconsin Entrepreneurs’ Conference on Wednesday, June 5, at the Italian Community Center.

This is the final round of the competition that began in January with nearly 150 applicants.

Contestants are vying for prizes that include cash, office space, legal assistance, accounting, information technology consulting, marketing, and more. About $2.8 million in cash and in-kind prizes have been awarded since the inception of the contest in 2004.

Five of the 13 finalists are from the Milwaukee 7 Region.

Lotza, headquartered in Waukesha

Lotza has been making headlines since it was founded in 2023. The company produces a line of carbonated mocktail and mixers with adaptogens made from natural ingredients.

Founder Laura Markewicz said of the beverage, “I have two medical advisors… They picked out two adaptogens that really mimic the things that we like about alcohol without the negative effects that alcohol has in our body. My goal with that is for people that don’t drink so they can get those mood-boosting benefits without partaking. For people that do drink, you’ll have to drink less to get the perks that you usually seek from alcohol alone. The goal is to put the power in the consumer’s hand.”

Lotza is also a finalist in the Summerfest Tech Pitch Competition. To read more about Lotza, click here.

Luna, headquartered in Brookfield

Company founder Thomas Kauer said of his emerging company, “We are a pre-seed startup focused on bringing you a ‘wave of calm’ to help you sleep. To do that, we’re creating a white noise machine that uses real water to replicate the sounds of a light rain, a waterfall, and waves.” According to Kauer, the company has created a number of functional prototypes and is collecting user feedback on the unique white noise machine.

Rockhopper Ice Collective, headquartered in Pewaukee

The custom ice company’s website states, “we offer an array of ice types, each with its unique texture, shape, melting rate, and taste. Our commitment is to personalization, quality, and an endless pursuit of innovation. We’re dedicated to providing ice options that cater to every preference and occasion.”

TRT Speech Labs, headquartered in Racine

Launched in 2019, TRT Speech Labs created Hello Audrey, software that aids in speech therapy. Founders Dr. Benjamin Taft and Joey Tenuta describe the unique product as “MedTech adjacent.” When released, the business-to-business SaaS product will be sold as an annual license to its institutional users.

The company is currently piloting the program with local speech therapy providers. To read more about TRT Speech Labs, click here.

Venus Rehabilitation Technologies, headquartered in Shorewood

Founder Dr. Sheila Schindler-Ivens, an Associate Professor of Physical Therapy, invented an assistive lower limb rehabilitation device for stroke patients that has earned patents in the United States, as well as China and Europe. Launched in 2021, many Milwaukeeans were introduced to the company during the 2022 Healthcare Innovation Pitch competition when Venus Rehabilitation Technologies won the Emerging Company award.

Also competing in this event are Madison-based businesses CranioSure, Dirac Labs, SideShift, and Spraycision; Middleton-based ImgGyd; Dodgeville-based Scriptive; Fitchburg-based Spectacle Health; and Janesville-based Vessey.

To learn more about the competition and register to attend the Wisconsin Entrepreneurs’ Conference, click here.