1 / 25

‘Leveling the Playing Field’ for Small Businesses

‘Leveling the Playing Field’ for Small Businesses. CAMEO Annual Member Meeting 2012 Michael Gurton , MarketLink Program Director, OMEN. Today’s Topics. In-depth look at a non-profit market research program that provides customized market research to Oregon businesses

sarai
Download Presentation

‘Leveling the Playing Field’ for Small Businesses

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ‘Leveling the Playing Field’ for Small Businesses CAMEO Annual Member Meeting 2012 Michael Gurton, MarketLink Program Director, OMEN

  2. Today’s Topics • In-depth look at a non-profit market research program that provides customized market research to Oregon businesses • Real world example + client testimonial • Overview of Grow Oregon from idea to funded program

  3. Overview • What we do (and how we’re different!) Adapted framework and techniques used by Fortune 500 companies to deliver no-cost market research and analysis to Oregon small businesses

  4. MarketLink for Micro Businesses • Clients – approx. 120 per year • Demographics – Low-income, rural, women or minority owned • Referral sources – MDOs, SBDCs • Biz types – Alpaca farmers to Zipline manufacturers • Client contact – by phone

  5. MarketLink for Micro Businesses continued • Engagement length – 6 to 8 hours over 2 to 3 weeks • Needs/Issues – information, access • Rate – no cost to clients • Funding stream – SBA, private foundations, local governments

  6. Overview continued • Philosophies • “Level the playing field” • 3 C’s (customer, competition, community) • Join your community • “Coopetition” - Learn from your competition • Infused with Michael Porter’s competitive intelligence framework

  7. Overview continued • Expertise • Interviewing thought leaders/experts • Competitive intelligence • Industry and trend analysis • GIS • Sales lead generation

  8. Overview continued • Work/Strategies • Centered around expanding client base • Target customers differently • Expand geographically • Use different sales channels

  9. Example – Horse stables in Southern Oregon • Client needs • Clientele was only competitive equestrians (teen girls and women 40+ y.o.) • Wanted a steady and diversified stream of clients

  10. Example continued • Research • Assessment of her competitors • Assessment of larger equestrian demographic • Sensitivity to community • Developed analysis to help her pinpoint marketing strategies

  11. Example continued • Impact of Research • Client performed marketing outreach that we outlined • Client honed social media marketing • Client started getting 10 – 12 year old demo, both boys and girls • Anecdotal – looking to hire additional staff

  12. Program Measures • Client Demographics • 57% female • 21% minority • 76% either HUD very low or low income • 67% first time business owners

  13. Program Measures continued • Micro Outcome Measures • Change in income • Business stage progression • Change in markets (new, geo. expansion) • Hiring

  14. Client Feedback • Survey Results(n=57) • 100% satisfaction, 97% would use again • 60% exhibited forward business stage progression • 88% saw increase in sales • 60% increased geographic reach

  15. Client Feedback continued • Criticisms • We take too long • “I already knew this.” • “It’s still in my inbox.” • Survey process (“what is MarketLink?”) • Does research create jobs? • Quantity over quality of engagement

  16. MarketLink for Second Stage Businesses • Clients – 30 to 40 per year • Demographics – Under 100 employees • Referral sources – Econ. devel. Partners • Business type – Traded-sector • Client contact – In-person meetings

  17. MarketLink for Second Stage Businesses cont. • Engagement length – 20 hours over one month + • Needs/Issues – Issues surrounding growth, lack of time/expertise • Rate – no cost • Funding streams – EDA, regional econ. development partners, state

  18. Program Measures continued • Second Stage Outcome Measures • Change in geographic range • Increased revenues • Increased capital expenditures • Increase in hiring • Attribute growth to MarketLink work?

  19. How the Grow Oregon Bill was Funded • The Cast of “Characters” • Early Mover – Greater Portland, Inc. (GPI) • Experienced Hand – consulted with Growing Local Economies • Pilot – GPI funded • Success Story – Keyscaper • Champion – Rep. Jefferson Smith and Grow Oregon Council

  20. Grow Oregon Timeline

  21. Grow Oregon Timeline continued

  22. Inside Grow Oregon • Funding • $280k awarded to OSBDCN for 18 month program • $20K put aside by state for 3rd party eval • Leverage • ~$200K leveraged • Primarily SBA Small Business Jobs Act awards

  23. Grow Oregon Feedback continued • Implementation • OSBDCN created three regional hubs: Portland metro, Southern and Central Oregon • 15 firms served at each hub + 15 from rural areas (18 month program) • All referrals run through hubs • Client contact is in-person (rural: by webcam) • Outsource to consultants for SEO, GIS and market research

  24. Contact Me • Michael Gurton • MarketLink Program Director • Oregon Microenterprise Network (OMEN) • 503.546.9913 • Michael@Oregon-MicroBiz.org • www.LinkedIn.com/in/mgurton

More Related