Jan Björinge from Umeå 2014 talked about Umeå's urban growth plan and about how the honour of being selected the European Capital of Culture functions as a lever and means of generating interest in Umeå. It involves culture-driven societal development and growth. Studies made of previous European Capitals of Culture show results like an increased power of attraction for the cities and more confidence amongst their inhabitants. The Capital of Culture year is expected to provide many large investments, increased influx of people, more students and an even stronger cultural life and creative sector. On average, the tourist industry in former European Capitals of Culture has increased 12 per cent and Umeå's ambition is that it will increase even more.

Stina Lindholm, who works with external financing at the Umeå 2014 Office, presented examples of how partners from the business community could participate in the European Capital of Culture venture. Businesses can choose to financially support specific events, projects, a particular theme in the European Capital of Culture programme or any of the eight seasons of the Sami calendar. Another opportunity could be to carry out cultural efforts within their own organization, for example by launching their own Capital of Culture project. Crowdfunding or grassroots funding is a new form of project financing that makes it easy and fun for businesses and individuals to support cultural entrepreneurs by using social media.

The participants of the Business Breakfast Club were really interested and asked many questions. Many either signed up and left their contact information so that they could receive more information or they made appointments with the Umeå 2014 Office for further discussions.