In a world dominated by big-box online retailers, the heartbeat of local communities often goes unnoticed. For KC Budnik, this realization spurred her to create Yokel, an online platform connecting consumers with small businesses in Upstate New York.
The idea for Yokel was born during Christmas 2021 when Budnik found herself buying all her sons’ gifts on Amazon. She felt guilty knowing so many people with small businesses were struggling. “I want to shop at these local businesses, but I have a two-year-old and I have to purchase things in the middle of the night when he’s sleeping… how am I supposed to do this?” she wondered.
Witnessing the aftermath of the COVID-19 pandemic on small businesses in her hometown of New Paltz further motivated her. “To have grown up here and then see it turning into a ghost town was just a very scary reality,” Budnik said. “All of the even smaller businesses around us were going out of business, and so that’s really what made me keep working in this direction.”
With her background in business and familiarity with the small towns surrounding the Catskills, Budnik began learning business strategies like Lean Startup Methodology and customer discovery. She met Tony Frontera, who became her mentor and suggested she join the Koffman Southern Tier Incubator. Yokel has been a member since April 1, 2022, and officially graduated on April 1, 2024.
“I was so nervous when I started at the Koffman,” Budnik recalled. “When we first came into the incubator, we were just an idea and research… They taught me how to brand myself, how to compete in competitions, how to put together slide decks, how to prepare for investor meetings, how to find investors, how to create a pitch for a pitch competition. Not only did they give me the resources, but they also walked me through and gave me confidence.”
Through the resources and mentorship at the Koffman — including participation in the Digital Platform Accelerator — Yokel evolved from a business idea into town-based small business directories featured online and via QR code in nearly 1,000 Airbnbs. On April 28, 2024, Yokel launched a marketplace hosting products from these small businesses, allowing consumers to shop locally from anywhere.
“Yokel’s transformation into a vibrant marketplace not only champions the local economy but also emboldens local entrepreneurs by providing them with a platform to showcase their products and services,” said Eric Krohn, Koffman’s Director of Business Incubation Programming. “By encouraging consumers to shop locally, Yokel contributes directly to the growth of the community, creating a cycle of support that strengthens the local economy and empowers entrepreneurs to thrive. KC’s vision and dedication to fostering a close-knit community through Yokel exemplify the importance of this type of business in Upstate New York, where supporting local businesses isn’t just a choice but a way of life.”
Reflecting on Yokel’s success and her time at the Koffman, Budnik highlights the importance of collaboration and open-mindedness as an entrepreneur. “As an entrepreneur, you think it’s your own journey, I did at least. [However,] it’s always a ‘we’ thing, whoever the ‘we’ is — I wouldn’t advise people to do it alone. Every time I was introduced to another person, it made our business model and our Yokel world bigger,” said Budnik. “It’s really important to involve other people on your journey so that you can really grow.”
Through Yokel, Budnik is not just supporting local businesses but fostering a community-driven initiative, showcasing the transformative power of collective effort and human ingenuity. Learn more about Yokel and shop the marketplace by visiting their website: https://yokel.shop/ .
