In shortHere are John Machacek’s 10 questions for Jenny Sheets, founder and social design consultant, Discover Outdoors.
3 things to know
1John Machacek, Chief Innovation Officer for the Greater Fargo Moorhead Economic Development Corporation, has worked with countless startups throughout our community over the years.
2He knows their ups, and their downs, but most of all, he knows the questions to ask them.
3Here are John Machacek’s 10 questions for Jenny Sheets, founder and social design consultant, Discover Outdoors.
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John Machacek, Chief Innovation Officer for the Greater Fargo Moorhead Economic Development Corporation, has worked with countless startups throughout our community over the years. He knows their ups, and their downs, but most of all, he knows the questions to ask them. Here are John Machacek’s 10 questions for Jenny Sheets, founder and social design consultant, Discover Outdoors.
1. While I plan on discussing some things beyond your current business, to start, will you please tell me your Discover Outdoors elevator pitch?
Discover Outdoors is a social design company that builds social infrastructure to strengthen human connections. Pretty much, we want to build a community that brings people together and ends loneliness.
2. How do you define, or what do you mean by, the term “social infrastructure?”
I first learned of this phrase, “social infrastructure,” after I read the U.S. Surgeon General’s warning on “Our Epidemic of Loneliness and Isolation.” His report defines social infrastructure as: “The programs, such as volunteer organizations, sports groups, religious groups, and member associations; policies, like public transportation, housing, and education; and physical elements of a community, such as libraries, parks, green spaces, and playgrounds, that support the development of social connection.”
I agree with all of this, except I want to add the digital space to this as well. We definitely don’t need to spend any more time in the digital space than we already are, but I think it’s a necessary component of building social infrastructure. Like, checking a community calendar for events or joining a meetup online that’s organizing an in-person event.
So, my own definition of social infrastructure is: “The physical and digital facets of community building that bring people together in concentrated and recurring ways to strengthen human connections.” I also included the word “recurring” because I think designing for sustainable, long-term communities is most important.
3. What are some examples of client projects you’ve done or would love to help with?
Two of my favorite clients were North Dakota State University and the City of Moorhead. Both approached me with clear problems that needed solving: wanting to build stronger communities. And, both wanted to disrupt the current systems and methods of doing things and try something new. I was invited into both entities to observe, talk to stakeholders, research, and throw out a bunch of crazy ideas. In fact, at the city of Moorhead, my title was “Resident Weirdo.” Does it get any better than that?
If I think about my dream projects, I’d love to continue to work with cities, colleges, or large organizations who want to unite a specific community for the long term. I’d love to work with park districts to create “wow” experiences that build pride and draw tourism. Like, how cool would it be if we had interactive art installations along the river that were designed to get people to linger and talk to one another? I’d also love to work with a city wanting to drive community engagement to specific areas because then I’d get to combine my passions for arts and culture with community building, as well as economic development. Really, when it comes to building social infrastructure, the opportunities are endless.
4. So, with the name Discover Outdoors, does most of your work revolve around outdoor activities?
It originally started with a focus solely on outdoor recreation, and trying to build that community, but we’ve now expanded to look at all community building, both physical and digital, that gets people outside of their homes, outside of work, and outside of their comfort zone. My passion is anything outdoors, but building community starts inside as well. For example, maybe someone feels more comfortable exploring community events on social media or an online calendar. Let’s start there and then encourage people—on their own time, in their own way—to venture outside.
5. I first met you when you moved back to Fargo from Bozeman to work in our entrepreneurial scene as an ecosystem builder. So with that, you’ve been on both sides as the entrepreneur and the entrepreneur supporter. I’m curious, did your recent ecosystem work give you a different entrepreneurial perspective compared to before?
Oh yeah. It’s really scary to be an entrepreneur. It is a lot easier to be a supporter of entrepreneurs. When my job was to support entrepreneurs, I heard so many stories about the risks people took, and the inevitable ups and downs that come with running a business. Now that I’m doing my own thing, I try to remember all of those stories and remind myself that I’m not alone, especially when things get tough. Absolutely every entrepreneur struggles, no matter how successful they look on the outside. I also learned the importance of networking, that you always have to stay relevant and stay connected, not just for your own company, but to lend a hand to others. I saw some of this networking going on in Montana when I was there, but nothing like the Fargo-Moorhead area. The business scene is booming here, especially in support services.
6. Would you mind sharing a bit about your time as an entrepreneur in Montana, as obviously you did not continue working on whatever that was?
I started a designer gift box company in Bozeman called Bourgie Boxes, where I got my first real experience with business formation, building websites, and all the nuts and bolts of running a business. It was an exciting venture, but I quickly realized that the inventory and logistics side of things wasn’t my passion. What I did love, though, was creating customized experiences that made people happy and brought a little joy into their lives.
After that, I launched a tech startup called Storysquares. That one was a tough journey. It all began with a problem I faced myself, and even though I knew nothing about tech, I was determined to find a solution. I learned about wireframing, sketched out my ideas on paper, and collaborated with a group of students who used it as a school project to build the prototype. With a designer as my co-founder, we started gaining momentum and even won some pitch competitions. But along the way, I realized that the tech world wasn’t where I thrived. The demands, the language, the expectations, and the need for venture capital just didn’t align with what I wanted. I found myself stuck in “analysis paralysis,” constantly testing and trying to figure out the perfect product fit. Eventually, I decided it was time to wind down the startup, though it took about a year as I struggled with the feeling of quitting.
Throughout all of this, I’ve also had freelance writing as a side gig, and it’s something I’ve continued to do and enjoy. These experiences—both the successes and the challenges—have taught me a lot about what I enjoy and what I don’t, shaping the path that has led me to where I am today.
7. Thank you for sharing that info. I totally agree with looking at our past as learning experiences, good or bad, to help you understand yourself better. It is commendable that you have demonstrated agency in your life to try things, versus just sitting on the sidelines and maybe wondering about the “what ifs.” With all that, here you are with your new business. How long had you been kicking around this idea before taking the plunge to start?
I created the LLC in early 2023 with the goal of starting a website that would showcase local trails and campsites. I really had no intentions of earning revenue, which was a huge relief for me after building a business for so long. Just a fun project! But then, after 8 or 10 months, I shifted my focus more toward social infrastructure and realized that maybe I could turn this into a business, but one that fits my lifestyle. In the beginning, I operated under the radar, taking on various project work that helped me see the importance of social infrastructure in different contexts. When I decided to go more public, I hired Andrew Parsons to help build the trails website, and now I’m using Wix to work on my consulting website.
8. So, the business has been created for some time and you have some client work completed. How has it been getting the word out and marketing yourself?
Getting the word out has actually been really fun because the need for community building is something everyone can agree upon. However, one of the biggest challenges I face is explaining the concept of building social infrastructure—more than just community events, or the public-facing things that we attribute to community building. When something is new and innovative, it can be hard for people to wrap their heads around it. Because of that, I find myself constantly in “sales” mode, re-explaining the importance of investing in social infrastructure. The sales cycles can be lengthy, especially since this may be a unique service for businesses and doesn’t always fit neatly into their usual budget categories or cycles.
However, it’s incredibly rewarding to see the results once clients experience the benefits. It’s fun to witness the joy of both the clients and the people involved in the activities and initiatives. Networking in Fargo-Moorhead has also been fantastic—it’s so easy to jump on a call, and meet someone, and I’ve found that people are incredibly willing to help.
9. Let’s jump in the time machine. If you could go back in time to Jenny from several years ago, what hindsight advice would you give yourself?
Several years ago, I had just had a baby and we up and moved across the country back to the Fargo-Moorhead community. Life was a whirlwind! I would remind myself to slow down and focus on the long-term, instead of short sprints. I’m really happy with the way things have gone in the last few years. The FM community has been so good to us. I just hope I can continue to take my advice, focus on the long-term, and not get bogged down in the ups and downs of running a business!
10. Lastly, what can we do as a community to help you and Discover Outdoors succeed?
If you know an organization, college, city, or other entity looking to strengthen a community, we’d love a referral. We take a holistic approach to community building and strategy. They must love disruptors, because that’s what this work takes!
About John
John Machacek has been helping local startups with the Greater Fargo Moorhead Economic Development Corporation since prior to his position with the GFMEDC. Before joining the team, Machacek was the VP of Finance & Operations at United Way of Cass-Clay and a business banker at U.S. Bank.
Visit the consulting page at: discover-outdoors.com
Editor of Fargo INC! — covering the founders, companies, and ideas shaping business in Fargo-Moorhead. Eleven years in, still no opinions, no politics, all business.
