Roots Up

MERC Helped This Emotional Wellness Entrepreneur Scale Her Business and Reach New Markets

MERC Award

Roots Up, founded by Julie Campilio, has been equipping children with techniques to handle big emotions and fostering self-soothing skills for years. However, like many small businesses, Roots Up faced challenges in scaling its operations and reaching new markets. That’s where the Maine Entrepreneurial Resource Corps (MERC) program stepped in to make a significant difference.

Julie Campilio, the driving force behind Roots Up, heard about the MERC program while participating in the Coastal Enterprises Inc. (CEI) Propeller program. She recognized the opportunity to address a long-standing issue in her business.

“For the past 20 years I have been working with schools,” Julie explained. “Hiring someone to help me test new markets is proving to be incredibly helpful as we figure out which path forward will be the most impactful and sustainable.”

MERC connected Roots Up with Tortoise Labs, specifically Nick Rimsa and Elena LeFevre. The project’s scope was to develop a comprehensive outreach plan for both warm and cold outreach, targeting three customer segments: schools, Boys and Girls Clubs, and hospitals. The goal was to gauge interest in an annual Roots Up video license, aiming to boost sales while contributing to children’s well-being in Maine and beyond.

Julie credits the MERC-funded project with significant improvements in her business operations. “With the support of MERC, Roots Up completed the warm/cold outreach process in a quarter of the amount of time it would have taken me alone,” she noted. “Speeding up the outreach process has made a significant difference in achieving my business goals.”

The partnership with Tortoise Labs through MERC has been transformative for Roots Up. Julie shared, “Partnering with Nick has been remarkably impactful. His thoroughness, thoughtfulness, and expertise have made a world of difference. Tortoise Labs has provided me with new tools and perspectives on how to grow my business in a sustainable and impactful way. And working closely with Elena has been key to helping me execute that vision and start getting big projects off the ground.”

The MERC investment has positioned Roots Up for scalable growth. Julie and her team are now creating a small sales team and establishing processes for scaling. They’re also determining which customer segments to pursue further and planning next steps.

Julie is particularly appreciative of the support available to entrepreneurs in Maine. “I’m incredibly thankful to be running a business in Maine,” she said. “The abundance of resources here makes it easier for entrepreneurs to thrive. I’ve benefited from programs like the Maine Center for Entrepreneurs, Score, Maine SBDC, CEI Propeller, and now working with MTI has connected me with experts and capital with ease.”

Looking ahead, Julie has ambitious plans for Roots Up. “I have a vision of providing video libraries tailored to various ages and languages,” she shared. “While I focus on creating content centered around emotional wellness for children, I plan for someone else to manage Roots Up sales and marketing.”

Julie sees MTI and Maine’s business community playing a crucial role in achieving these goals. She aims to access experts and capital to facilitate scaling and to help more children develop tools to self-soothe, especially those who have experienced trauma or who are neurodivergent.

As Roots Up continues to grow, Julie remains committed to her mission of supporting children’s emotional wellness. With the help of MERC and the supportive business ecosystem in Maine, she’s well on her way to making an even bigger impact in the lives of children across the state and beyond.