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 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! Pat


I have personally SLAP’d hundreds of small business owners and I work hard to make sure that everyone on the Silver Lining Team, all of our SLAPsters and all of our Partners know our methodology inside and out- and are using it to grow. Deb Novick

Chief SLAPexpert

I am a partner in an accounting firm that works with many growing businesses. Joseph Romano


My dad was a small business owner so I know what it takes to grow a business. That gives me the motivation to put together as many Partnership deals as I possibly can so that we can help more small businesses owners hit their goals. Matt Hughes

Director, Partnerships

I have watched my sister build Silver Lining from the ground up and know how important it is to make sure Silver Lining keeps innovating, operating and getting better at what we do. As we work on global growth I manage the day to day realities around finance, operations and the many 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, SLAP+ or SLAPnBAM and I will see you there! Melissa Shurkin

Director, Group Programs

We’re hiring! This could be you!