Jeremy Neren founded Madison, WI-based GrocerKey in 2014 to help introduce grocers to e-commerce and create online replicas of their physical stores. In mid-2015, Neren told Xconomy he was talking with dozens of supermarket chains around the country about using his startup’s software. GrocerKey has since converted a number of prospects into paying customers, and Neren says one thing that has helped the company make sales is the success it has had working with Woodman’s Markets, a chain of low-cost stores based in Janesville, WI.

“We’ve figured out a profitable model with Woodman’s,” says Neren. “It’s been favorable for both us and them, financially.” Read the full story here.