Racine Entrepreneur Grows CoveredCare by Mentoring Others and Learning through SBA Women’s Business Center
Donisha Nesbitt worked and developed educational programming for 15 years and started several other unrelated businesses before launching CoveredCare, an in-home care company in Racine, in 2016. After the challenges she had faced with her last business, she was determined to learn from the ground up and build slowly to protect herself financially. When she had trouble finding a registered nurse to take on the medical responsibilities she had envisioned as part of her new company, she decided to focus solely on non-medical supportive home care. Donisha provided the in-home services for her earliest clients while educating herself about the industry and business. As she developed her concept more fully, she saw an opportunity to match clients’ personalities and specific needs to their caregivers for the best experience on both sides, similar to what dating apps try to do.
Donisha first encountered SBA resource partner WWBIC via the Growth Accelerator program they managed at Gateway Technical College in Kenosha in 2016—and she won one of the program’s cash prizes. Thalia Mendez, the program manager and WWBIC staffer, helped her to become a small business advisor to other aspiring entrepreneurs seeking WWBIC loans. She took WWBIC’s classes, mentored others, and ultimately started her own Facebook Live program, “Mind Your Business,” while continuing to build CoveredCare. “Working with WWBIC and other business owners helped me refine my business concepts and operations,” says Nesbitt.
Donisha’s matchmaking concept for CoveredCare proved to be very successful. Within the first two years, she was able to hire employees and match them to those needing care. Her growth continued steadily, and financial expansion along with it. Donisha also moved offices twice and now occupies a larger prominent location on Racine’s Main Street. CoveredCare’s services now include respite care and Community-Based Residential Facility and investment opportunities for those interested in owning their own home care agency or residential facility. Despite the pandemic, her business continued to grow, and she now has a range of 42-75 employees. This successful businesswoman is now a business mentor, an accomplished public speaker, an owner of two other businesses, and a member of her local BID. The SBA’s Wisconsin office selected Donisha Nesbitt and CoveredCare as its 2022 SBA Wisconsin Emerging Small Business of the Year.