About Us

We live, eat, breath, and sleep small business


We started out in 2005 on a mission to help more people make money doing what they love. We have learnt that not only is it super satisfying and humbling to see a small business owner living that reality – but there is also a much bigger picture. Small business owners are the most powerful group of people in the world. When you look at your combined revenue, employee headcount, contribution to the economy and contribution to your communities – you realize that small business is BIG.

In a world that is all hyped up about raising millions, building yet another app and then trying to sell for billions- we are hyped up about changing the world one small business at a time.

We are proud to have started initiatives like The Coalition Committed to Growing Small Business and Thank You Small Business and continually strive to do everything we can to help small businesses succeed.

Our Team


I started Silver Lining in 2005 on a mission to help small business owners grow their companies.  My passion increases daily and I will continue to work relentlessly to ensure that we really DO change the economy – one small business at a time.

Carissa Reiniger

Founder & CEO

My job is to make sure life’s day-to-day tasks are completed so Carissa can focus on continuing her hard work with small businesses everywhere! I manage emails, schedule meetings, and help the office run smoothly behind-the-scenes so it can shine out front!

Kendra Smith

Executive Assistant

I have worked for small and big businesses optimising their processes to deliver improved results. I make sure that both our team and our SLAPsters have the right resources in place to enhance the SLAP experience to the max.

Alex Walter

Head of SLAPexperience

I have owned a few of my own small businesses so I know what it is really like.   That is why I am passionate about helping small businesses sign up for SLAP – I want to see them succeed and build sustainable businesses.

Alexandra Hill

Sign Ups

I have personally SLAP’d hundreds of small business owners and I work hard to make sure that our team, our SLAPsters and all of our Partners know our methodology inside and out- and are using it to grow.

Deb Novick

Chief SLAPexpert

I have watched my sister build Silver Lining so I know how important it is that we operate well.  I manage the day to day finances and work on the special projects we come up with.

Josh Reiniger

Admin, Ops & Special Projects

I love seeing our SLAPsters connect with each other and running all of our Group Programs lets me see how our clients inspire and help each other as they grow together.   Join a Connect Group or SLAP+ and I will see you there!

Melissa Shurkin

Director, Group Programs

My job is to help our SLAPsters stay on track with their plan. I run contests, send friendly emails, run SLAPschool and am always watching how everyone is doing so that I can help our SLAPslackers get back on track and can keep cheering our SLAPstars on!