Episode 8 now available!

Ep 08 - Lonni Kieffer, Co-Founder & COO, Aramid Technologies

​Automating the Paper Trail in Manufacturing​

Co-Founder Lonni Kieffer shares SmartCert's journey digitizing supply chain paperwork and why they relocated their startup from Phoenix, Arizona to Green Bay, Wisconsin.

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Key learnings

Customer Proximity Creates Deeper Understanding​
Lonni's move from Phoenix to Green Bay put SmartCert within driving distance of their manufacturing customers, enabling regular in-person warehouse visits that reveal process complexities invisible on video calls. Walking through facilities and observing daily operations provides insights into workflow bottlenecks that customers themselves might not articulate clearly. These face-to-face relationships build trust and reveal product improvement opportunities that remote partnerships simply can't match.

Change Management Enables Technology​
SmartCert's success depends more on managing human resistance to digitization than on technical capabilities. When workflows affect multiple departments, you need buy-in from receiving, quality control, and sales teams simultaneously. The best software platform fails if people won't use it - treat adoption as seriously as development.

Personal Vetting Creates Competitive Moats​
Lonni and her co-founder personally walk through every property before listing, creating trust that algorithms can't replicate. This high-touch approach doesn't scale easily, but it builds brand differentiation in crowded markets. Sometimes the most defensible business practices are the ones that seem inefficient.

Network Effects Start With One Bold Move​
Walking into Terrence Wall's office with just a blazer and an idea secured SmartCert's first major partnership and credibility in Madison's market. Bold, direct approaches often work better than elaborate pitches when you're solving a real problem. One strong early partnership can create the momentum needed to attract others.

Traditional Industries Need Patient Education​
SmartCert spends significant time educating manufacturers about AI benefits while addressing data security concerns. You can't just build great technology for traditional industries - you must become consultants who guide cultural transformation. The sales cycle includes teaching customers why change is necessary, not just how your product works.

AI Implementation Requires Human Oversight​
While SmartCert uses AI for document extraction and compliance checking, they recommend human review before final approval. Even advanced AI makes mistakes, especially in regulated industries where errors have serious consequences. The goal is making processes faster, not eliminating human judgment entirely.

Local Ecosystems Provide Unexpected Advantages​
TitletownTech's network includes investors who understand manufacturing challenges firsthand, creating more valuable relationships than generic startup accelerators. Being part of a specialized ecosystem means your board members and advisors actually use similar processes in their own businesses. Context-specific support beats generic startup advice.

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What is the Startup Wisconsin Podcast?

A new show where you can learn about Wisconsin's growing tech scene. Hear the stories of startups, founders, investors, and the incredibly generous people making it happen every single day.

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Upcoming episodes 👀

• Christina Henderson (Launching Reliable Residence)
• Jillian Bichanich (Growing Cubbi and Launching a 2nd Startup)
• Shantanu Singh (AI Tools for Legal with Obviate.ai)
• Laura Strong (Starting Valency Fund)
• Jessica Silvaggi (UW Milwaukee Research Foundation)
• Angela Damiani (Midwest Founders Community
• Ben Camp (Recovery.com)

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