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‘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 - PowerPoint PPT Presentation
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‘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
Real world example + client testimonial Overview of Grow Oregon from idea to
funded program
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
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
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
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
Overview continued
Expertise
› Interviewing thought leaders/experts› Competitive intelligence› Industry and trend analysis› GIS› Sales lead generation
Overview continued
Work/Strategies
› Centered around expanding client base› Target customers differently› Expand geographically› Use different sales channels
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
Example continued
Research
› Assessment of her competitors› Assessment of larger equestrian
demographic › Sensitivity to community› Developed analysis to help her pinpoint
marketing strategies
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
Program Measures
Client Demographics
› 57% female› 21% minority› 76% either HUD very low or low income› 67% first time business owners
Program Measures continued
Micro Outcome Measures
› Change in income› Business stage progression› Change in markets (new, geo. expansion)› Hiring
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
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
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
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
Program Measures continued
Second Stage Outcome Measures
› Change in geographic range› Increased revenues› Increased capital expenditures› Increase in hiring› Attribute growth to MarketLink work?
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
Grow Oregon Timeline
Date Activity
January 2010 Ad-hoc group creates and lobbies passage of HB3644 to form Economic Gardening Task Force (EGTF) to assess continuum of services and develop recommendations to Oregon legislature.
June 2010 Oregon legislature passes HB3644
January 2011 EGTF submits HB2879 which forms Grow Oregon Council (GOC) with charge to develop statewide program
Grow Oregon Timeline continued
Date Activity
June 2011 Oregon legislature passes HB2879, state budgets $300k through “Christmas Tree Bill”
August 2011 RFP released
February 2012 Oregon SBDC Network named as sole provider
April 2012 First client served
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
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
Contact Me
Michael Gurton
› MarketLink Program Director› Oregon Microenterprise Network (OMEN)
› 503.546.9913› [email protected]› www.LinkedIn.com/in/mgurton