Heather Ferguson

Heather Ferguson is a dedicated learning and development professional with a proven track record of empowering entrepreneurs and busy professionals to transition into new roles, develop critical skills, and navigate complex topics with confidence. She excels at creating engaging and actionable learning experiences tailored to meet diverse learner needs.

As Program Manager at the University of Wisconsin-Madison Small Business Development Center (SBDC), Heather works to design, deliver, and refine educational programs that address the evolving needs of adult learners. Whether she is teaching, facilitating, or working alongside a subject matter expert to co-create the best learning experience, Heather prioritizes approaches that include real-world examples, thought-provoking questions, and engaging small-group discussions. She has presented on giving effective feedback, leadership, organizational operations, incorporating artificial intelligence tools into small business, conflict transformation, and partnership development at the local, statewide, and national levels and has taught university career and seminar courses.

She works closely with the SBDC business consulting team to stay attuned to client experiences and incorporates direct participant feedback, emerging entrepreneurial trends, and real-world client concerns into the SBDC’s programs to ensure they remain relevant and impactful. Her focus is on creating accessible, practical opportunities that empower busy professionals to reflect, connect, and apply new knowledge to their unique challenges. She also informs and engages clients and stakeholders through curated newsletters, an active social media presence on Facebook and LinkedIn, and the Center’s website.

Heather’s collaborative accomplishments include:

• Adapting to Change: In 2020, drawing on her background in journalism and education, Heather partnered with her colleagues to create Navigating the New Normal, a strategic planning guide that combined research and actionable insights to support small businesses during the challenges of the COVID-19 pandemic.
• Reimagining Learning Tools: Her insatiable curiosity and commitment to accessible education drove her to collaborate with colleagues and SMEs to transform the Introduction to Financial Management course into a fully online experience, simplifying financial concepts for entrepreneurs in a practical, engaging way.
• Addressing Knowledge Gaps: After the SBDC team identified a critical knowledge gap in the local entrepreneurial ecosystem, Heather served on the 3-person team that developed the Beginner’s Guide to Financial Projections, a free, self-paced course designed to make financial projections less intimidating and more approachable. This course empowers entrepreneurs to take actionable steps toward seeking commercial lending and achieving their business goals.
• Enhancing Hybrid Learning: In response to client needs and preferences following COVID-19 lockdowns, Heather co-led the redesign of the Entrepreneurial Training Program, integrating a hybrid format and a custom workbook that engages participants in applying course concepts to their business goals.
• Exploring Emerging AI: Heather became an “AI Explorer” in spring 2023, seeking to develop a foundational understanding of game-changing artificial intelligence technology to help resource-strapped entrepreneurs work more efficiently. Focused on approachable, practical uses of the tools, she has since presented more than 15 AI 101 sessions for entrepreneurs and SBDC colleagues locally, statewide and nationally. She also received ASBDC AI U Certification, a program supported by Google.org for SBDC consultants, and has been part of the national ASBDC AI Interest Group to help set the course for SBDC AI consultant training.

Heather also received an inaugural national ASBDC 40 Under 40 award in 2022, and was nominated for Wisconsin SBDC State Star in 2021 and 2024. She has a B.A. in English and Journalism from Northern Illinois University and an M.S.Ed. in Higher Education from Western Illinois University.