How to start a business in Wisconsin in 14 steps (2025 Guide)

Ready to start a business in Wisconsin? The Badger State is a haven for entrepreneurs, offering a supportive environment and a wealth of resources to help your business thrive. We'll be your guide as you explore the key steps to launching your venture, from securing funding and registering your business to navigating insurance and understanding tax incentives. Whether you're a long-time resident or new to the state, discover the opportunities and business landscape that await you in Wisconsin.

Why start a business in Wisconsin in 2025?

Wisconsin, ranked #21 in CNBC's Top States for Business, offers a unique blend of scenic beauty and economic possibilities. With a competitive 7.9% corporate tax rate, a skilled workforce, and strong infrastructure, Wisconsin attracts both major corporations and ambitious emerging enterprises. Add in affordable startup costs and a lower cost of living, and it's clear why the Badger State is a prime location for businesses to flourish.

Here are the topics we’ll cover in this step-by-step guide: 

• 14 steps to starting a business in Wisconsin
• Step 1: Decide what type of industry is best for your business
• Step 2: Conduct industry research
• Step 3: Create a business plan
• Step 4: Choose your business entity: Types of business entities in Wisconsin
• Step 5: Secure funds: Wisconsin small business funding, loans, and grants
• Step 6: Choose your Wisconsin business name and Wisconsin DBA
• Step 7: Pick a business location in Wisconsin
• Step 8: Find a Wisconsin registered agent 
• Step 9: Get a Wisconsin EIN and file your tax and employer identification documents 
• Step 10: Register as a small business in Wisconsin
• Step 11: Register for your business license and permits in Wisconsin 
• Step 12: Secure insurance for your Wisconsin small business 
• Step 13: Prepare to pay taxes on your business in Wisconsin
• Step 14: Set up your business bank account
• Additional resources to get your business started
• Frequently asked questions

14 steps to starting a business in Wisconsin

Most business ideas start with a vision, but it’s up to you to turn it into a reality. Whether you’re starting a small craft brewery in Door County or a car repair shop in Appleton, you’ll be able to bring your business to life as you refine your initial concept. Below we break down each step, from refining your idea to setting up a foundation for growth. With small business resources and insights tailored to Wisconsin, you’ll be prepared for success.

Step 1: Decide what type of industry is best for your business 

Choose a business that aligns with Wisconsin’s diverse economy. Maybe you have a new product idea geared toward the tech market in Madison. Or perhaps you’re looking to open a specialized manufacturing outfit in Green Bay. Whatever the case, think about how your skills and interests match the area’s market demand. Research local trends to determine product or service gaps, and reach out to local chambers of commerce for guidance. 

Unsure what kind of business to start? Begin by exploring a variety of small business ideas to spark inspiration.

Step 2: Conduct industry research

Do your due diligence and research your desired industry. Shipping, mining, tourism, agriculture, and manufacturing are among the top sectors across the state of Wisconsin. Evaluate how your business concept might fit into one of these industries. Look at local competition and area demographics. Analyze market trends, conduct a competitive analysis, and determine your unique service offerings or product propositions.

Step 3: Create a business plan

Create a comprehensive business plan that details your company, marketing, financials, and mission statement. 

A roadmap for your company's success, a business plan outlines your goals, strategies, and financial projections. It’s an important document that can help you secure funding, garner investor interest, and guide your decision-making. 

A business plan typically includes the following sections:

• Executive Summary. Provide a high-level overview that summarizes the other sections of your plan. 
• Company Description. Include your mission statement, company history, and goals.
• Market Research and Potential. Analyze your target market and industry trends.
• Competitive Analysis. Assess your competitors and how you stand apart.
• Products and Services. Clarify your offerings and their benefits.
• Marketing and Sales. Specify how you will attract and retain customers.
• Business Financials. Make financial projections, including income statements and cash flow forecasts.
• Management and Leadership. Include an overview of your team's expertise and experience.
• Funding Request. Detail your funding requirements and how you'll use the funds.
• Appendix. Add supporting documents and any info that could help investors conduct due diligence.

Invest the time to create a well-crafted business plan. It will help you gain clarity on your business goals, attract potential investors, and set your new company up for success. A free business plan template can help you get started. For no-cost assistance, including guidance on your business plan, the Wisconsin Small Business Development Center is also a great resource.

Step 4: Choose your business entity: Types of business entities in Wisconsin

Business entity structures are critical for the operation, liability, tax implications, and overall formation process. Choose one of these structures for your business: 

Sole Proprietorship

A business owned and operated by one person, with no legal distinction between the owner and the business.  

General partnership

A business owned by two or more people who share profits, losses, and management responsibilities.

Corporation 

A legal entity separate from its owners, with shareholders who have limited liability for the company's debts and obligations.

Limited Liability Company (LLC)

A hybrid business structure combining the limited liability of a corporation with the tax flexibility of a partnership. Learn more about LLCs.

Step 5: Secure funds: Wisconsin small business funding, loans, and grants 

Figure out how you’ll fund your venture. Your small business in Wisconsin—or anywhere—will need funding to get started, whether it’s to purchase retail space or pay for permits and registration fees. Startup costs can vary, but plan for at least $1,000 to cover startup expenses. Your overall funding needs will depend on factors like your business structure, industry, equipment, supplies, and specific goals. To help you get started, here's a rundown of some common funding options for Wisconsin entrepreneurs:

You should also explore Wisconsin-specific financing and grant programs, such as the following, that may be available to you:

Wisconsin small business loans

Research funding opportunities for small businesses, including agriculture-based operations, through Wisconsin Housing and Economic Development Authority.  

Milwaukee-based loan programs

If you plan to locate your business in Milwaukee or a surrounding county, the County of Milwaukee offers a variety of resources for accessing small business loans. 

Wisconsin Capital Fund

Wisconsin small businesses can also access startup and expansion loans through a variety of resources offered through the Wisconsin Capital Fund. 

SBIR Assistance micro-grants 

SBIR Assistance micro-grants are aimed at technology and research-based Wisconsin businesses that intend to apply for SBIR/STTR federal funds.

Step 6: Choose your Wisconsin business name and Wisconsin DBA

Select a unique, memorable business name that will differentiate yourself from competitors and communicate what makes your products or services unique. Wisconsin requires a completely unique name for your business. When choosing something that reflects your brand identity, you’ll need to do an entity search to ensure a business name is available. 

Reserve your business name

Reserve a business name in Wisconsin by submitting a Name Reservation Application (Form 1) to the Wisconsin Department of Financial Institutions, Division of Corporate and Consumer Services. The application fee is $10 to $15, depending on your business structure, and the reservation is valid for up to 120 days.

Filing a DBA (Doing Business As)

While not required, registering a DBA ("Doing Business As") in Wisconsin can help secure a trade name for your business and make it easier to prove that you were using the name first if another company tries to use the same business name in the future.

Register your "Doing Business As" (DBA) name in Wisconsin online or in person through the Department of Financial Institutions. The DBA form requires basic information about your fictitious business name, including whether you're registering a new name or renewing an existing one, the specific name you're using, and the date you started using it.

Step 7: Pick a business location in Wisconsin

Eager to build a bakery in a charming town like Cedarburg? Or maybe you're eyeing a tech office in Milwaukee's bustling downtown? No matter what kind of business you're starting, your location choice will impact everything from your operating costs and taxes to how easy it is for customers and employees to find you.

Before settling on a space, check with your local municipality to determine any necessary licenses and permits. Depending on your business type, you might even choose to operate from home, which could help keep costs down.

If a metropolitan area is more your style, you'll want to consider factors like local business regulations, zoning laws, and potential incentives offered by different cities. Here's an overview of some major business hubs in Wisconsin.

Milwaukee

• Wisconsin’s largest city, Milwaukee is situated on the scenic shores of Lake Michigan and is known for its affordability relative to most urban centers in the United States.
• The city has a thriving brewery industry, a solid food processing sector, and also has a lot of opportunities in manufacturing, financial services, healthcare, and technology.
• Access more information about bringing your business to Milwaukee through the city’s website. 

Madison

• Nestled between two scenic lakes, Wisconsin’s capital city is home to the University of Wisconsin as well as the country’s largest producers-only farmers’ market. 
• Healthcare, bioscience, education, and technology are key industries in Madison.
• Get help starting your new business through the University of Wisconsin’s Small Business Development Center. 

Green Bay

• Home of the Green Bay Packers, this city is known for its football fandom but also for its affordable cost of living and safe communities.
• Green Bay’s biggest industries are manufacturing, food processing, tourism, healthcare, and insurance.

Check out small business resources through the Greater Green Bay Chamber.

Step 8: Find a Wisconsin registered agent

If your business is structured as a corporation, LLC, limited partnership, or limited liability partnership, you'll need to designate a registered agent in Wisconsin. Your registered agent acts as a point of contact for your business’ important state and legal mail. This requirement doesn't typically apply to sole proprietorships or general partnerships. Your registered agent must be a Wisconsin resident over 18 or a business entity authorized to operate in the state. 

Registered agents are required to have a physical mailing address (not a P.O. Box or remote location) in the state. They’ll also need to keep regular business hours. You can also choose to be your own registered agent, or you can appoint a trusted friend or family member to do so, as long as they meet the above requirements. If you use a service for a Wisconsin registered agent, you’ll pay a fee likely ranging from $50 to $300 per year. 

Step 9: Get a Wisconsin EIN and file your tax and employer identification documents

An EIN (Employer Identification Number) is a nine-digit number the IRS uses to identify your business for tax purposes. Although Wisconsin doesn't require a state EIN, you'll need one to file payroll taxes and federal tax returns, open a business bank account, and apply for loans. You can apply for a free EIN through the IRS website.

Step 10: Register as a small business in Wisconsin

Register your business with the appropriate state agency, depending on your business structure. Here are the requirements and applicable fees for common business structures.

Step 11: Register for your business license and permits in Wisconsin

Depending on your industry, you may need business licenses and permits to operate in Wisconsin. Visit the Department of Safety and Professional Services website for profession-specific license information. 

Some localities also require permits, so perform your due diligence before starting your business. 

Do you need a business license in Wisconsin?

While Wisconsin doesn't have a general state-level business license, you might need to obtain one from your local municipality. You may also need special licenses and permits for certain types of industries and/or taxation purposes, such as. 

Environmental activities: Businesses involved in activities that could impact the environment, such as construction, manufacturing, or waste disposal, will likely need permits from the Department of Natural Resources.

Healthcare: Businesses in the healthcare sector typically require licenses from the Department of Health Services.

Licensed trades and professions: Businesses that involve licensed trades or professions, such as accountants, cosmetologists, or real estate agents, will need to obtain the appropriate licenses through the Department of Safety and Professional Services.

To ensure you're meeting all the requirements for your specific industry and location, it's best to check with your local municipality and explore the resources available on the websites of the relevant state departments.

Step 12: Secure insurance for your Wisconsin small business

Protecting your business assets and tangible property is crucial. How to do that? Business insurance. Specific insurance needs can vary depending on the type, size, and location of the business. It's always best to consult with a licensed insurance professional to determine the most appropriate coverage for your situation.

Types of small business insurance in Wisconsin

The following are the most common types of business insurance:

Step 13: Prepare to pay taxes on your business in Wisconsin 

Before you begin operations, make sure you understand all your state and federal tax obligations. Many taxes are industry-dependent, so do your homework.

Corporate and franchise taxes

Wisconsin has both a corporate income tax and a franchise tax, but only one is imposed on a corporation in a given taxable year. The tax rate for both corporate income tax and franchise tax is 7.9%. The specific tax applied depends on the corporation's nature and activities within the state.

State income tax

Wisconsin has a graduated income tax ranging from 3.5% to 7.65%, depending on your income bracket. 

Sales and use tax

If you sell tangible goods or personal property, you’ll need to pay sales and use tax. The state sales tax rate is 5% but many counties and cities have additional taxes. To determine your rate, look up your locality with the Department of Revenue. 

Employer payroll taxes

 If you have employees, you will also need to pay state withholding tax in Wisconsin as well as state unemployment insurance. 

Specific industry taxes

Some industries may be subject to additional taxes, such as gas tax or cigarette excise tax.

Federal taxes

In addition to state and local taxes, all businesses must pay applicable federal taxes, including:

• Federal income tax
• Self-employment tax (for sole proprietors and partners)
• Employment taxes (if you have employees), including the Federal Unemployment Tax Act (FUTA tax)
• Excise taxes (for certain industries)

To ensure you understand your federal tax obligations, check out these IRS resources: Publication 334, Tax Guide for Small Business and Publication 583, Taxpayers Starting a Business and Keeping Records

Tax credits and incentives for Wisconsin employers

Tax credits and incentives can potentially lower the tax burden for business owners in Wisconsin. Here are a few that may be available to you. 

• Work Opportunity Tax Credit (WOTC): The Work Opportunity Tax Credit helps people gain on-the-job experience and achieve better employment outcomes. It offers federal tax credits to employers as an incentive to hire employees in several specific target groups.
• Wisconsin Research Credits: The Department of Revenue offers tax credits for companies involved in specific types of research. 
• Wisconsin Manufacturing and Agriculture Credit: The manufacturing and agriculture credit is available to businesses with qualified production activities income from property located in Wisconsin that is assessed as either manufacturing or agricultural.
• Enterprise Zone Tax Credit: Wisconsin’s Enterprise Zone Tax Credits are available to assist businesses with major expansion projects. Refundable tax credits can be earned through job creation, job retention, capital investment, employee training, and supply chain purchases from Wisconsin vendors.

Visit the State of Wisconsin Department of Revenue to view a list of the numerous tax credits and incentives available to businesses.

Step 14: Set up your business bank account

One of the first things you need to do when starting a Wisconsin small business is to set up a business bank account to manage your finances. 

1. Collect all your business paperwork, including your EIN, business formation documents, registrations, permits, and licenses to open your small business bank account. 
2. Choose a bank or credit union that offers products and services you need, whether loan offerings or high-yield savings accounts. 
3. Establish business credit using a bank credit card for business-related purchases and expenses. 
4. Set up your financial records by selecting the right accounting software for your organization. 
5. Hire a professional accountant well-versed in local tax codes and your industry to help with financial and other bookkeeping services.

Additional resources to get your business started 

There are several state and federal resources that can support your business with guidance, training, potential funding and more. 

State resources

Wisconsin One Stop Business Portal: The Wisconsin One Stop Business Portal creates an easy step-through process where businesses can find the requirements and tools they need to start a business in Wisconsin. 

Office of Business Engagement: The Office of Business Engagement, run by the University of Wisconsin-Madison, provides a collection of resources available to entrepreneurs at all stages, many from assets originating at the university.

Wisconsin Women’s Business Initiative Corporation (WWBIC): WWBIC is an economic development organization dedicated to empowering underserved individuals in their entrepreneurial journeys. It provides access to resources like financial products and business training, helping people start, strengthen, and expand their businesses.

Wisconsin Small Business Development Center (SBDC): The SBDC offers no-cost, confidential consulting services and targeted educational programs for entrepreneurs. It assists with business planning, financing, and navigating state regulations. The SBDC network spans multiple locations across Wisconsin, making it accessible for many business owners

Business Development and Government Relations (BDGR): Business Development and Government Relations (BDGR) connects the dots to federal, state, and local resources that help your Wisconsin business grow and thrive. Find links to current tax incentives, grants, permits, market research, and more. 

Federal resources 

Small Business Administration (SBA): The SBA supports small businesses through various loan programs, including the 7(a) loan, provides resources for government contracting, and offers counseling and training programs to help entrepreneurs start and grow their businesses.

Grants.gov: This centralized platform simplifies the process of searching for and applying for federal grants across various sectors. It also provides grant writing tips and has a Grants Learning Center featuring the basics of grants, eligibility, and more. 

Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR): SBIR and STTR programs provide research and development funding to innovative tech companies. 

SCORE: SCORE is a national nonprofit organization that partners with the U.S. Small Business Administration (SBA) to provide free mentoring and educational resources to entrepreneurs and small business owners. While not a direct federal agency, SCORE is an independent organization with a network of volunteer business mentors across the United States.   

U.S. Department of Agriculture (USDA): The USDA website lists grants, loans, and other programs and resources for farmers and other businesses serving rural America.

Frequently asked questions

How long does it take to start a small business in Wisconsin?

It can take anywhere from a week to several months to get any licenses, permits, equipment purchased, inventory stocked, and employees hired. 

What is the best business to start in Wisconsin?

Some popular options include the craft brewery and food manufacturing sectors, capitalizing on Wisconsin’s rich agricultural roots and strong local support for artisanal products. Renewable energy and technology startups are also growing, due to state incentives and a focus on sustainability.

Do I need a local business license if I only operate online in Wisconsin?

There's no specific state-level "online business" license in Wisconsin, but you may still need certain state and local permits or licenses depending on your business activities and location, even if you operate solely online. Check with both state and local authorities to ensure compliance.

Disclaimer: 

This content is for information purposes only and information provided should not be considered legal, accounting, or tax advice, or a substitute for obtaining such advice specific to your business. Additional information and exceptions may apply. Applicable laws may vary by state or locality. No assurance is given that the information is comprehensive in its coverage or that it is suitable in dealing with a customer’s particular situation. Intuit Inc. does it have any responsibility for updating or revising any information presented herein. Accordingly, the information provided should not be relied upon as a substitute for independent research. Intuit Inc. cannot warrant that the material contained herein will continue to be accurate, nor that it is completely free of errors when published. Readers should verify statements before relying on them.