The Library and Economic Development
SOLS Webinar November 16, 2012
Anne Dorsey – Business Librarian
Christopher Vanderkruys – Manager of Development, Marketing and Communications
Barrie Public Library
Times Are Tough, Libraries Are Thriving
NY Times, March 15, 2009
• The “times, they are a changin”
• Need for libraries to remain relevant and
adapt to changing times
• Address the needs of job seekers, working families and
small businesses
• Libraries may/can be the best business value in town
Library Impact on Community
• Libraries already part of the economy and tax base
• Local businesses generate tax revenues that directly and
indirectly support libraries
• Libraries provide info so businesses can be more
competitive and more successful
• Libraries support needs of the workforce to gain skills to
find and keep good jobs
• Small biz have huge economic input in community with
97% of business having >20 employees
• Business owners that understand value of libraries can
bring assets and influence to the library
Libraries at the heart of our communities
http://www.oclc.org/reports/canadastackup/default.htm
Library as Community Whisperer
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Economic outlook – global, Canada, local
Employment picture
Local business goes global
Newcomers
Youth entrepreneurs- CYBF
Womenpreneurs
Mompreneurs
Home-based
Job seekers – demographics!
Complete communities – live, work, play locally
Job Seekers @ Your Library
SWOT Analysis
• Time Management
• Resources
• Awareness
• Library dependent
• Victim of your success
• Information broker
• Core community service
• Access for all
• Lifelong learning
• Established resources
• The economy = lost
businesses
• Financial restraints
• Administrative support
• Proprietary limits
Strengths
Strengths
Weaknesses
Weaknesses
Threats
Challenges
Opportunities
Opportunities
• Streamlining solutions
• Online Tutorials
• Develop specific skills
• Library as biz expert
Information is KING (and QUEEN!)
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Who are my competitors?
Who are my target customers?
What are the characteristics of my market?
What are the market trends in my industry?
These questions comprise as much
as 80% of business queries
Assisting Small Businesses
• Assisting the job creators in small-medium-sized
businesses – community def’n of SME
• Last 30 years , nearly all net new jobs created by
start-ups (U.S. Dept. of Commerce 2011)
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People with good/innovative ideas build start-ups
Access for all and a level playing field
Library assistance is truly priceless
Books, databases, meeting space, trends and more
Ripple effect of the spending of new businesses
Library Support for Small Business
• Offer library space for business meetings/programs
• Sponsor/co-sponsor business events in the library
• Include a business link on the library’s home page
• Build a basic/fundamental business collection
• Provide essential business-specific databases
Library Support for Small Business
• Train staff to answer basic business queries
• Create or host networking opportunities
• Sponsor /participate in young entrepreneur programs
• Develop/ share a resource guide for businesses
• Provide information on community resources
Library Support for Small Business
• Provide library introduction to new businesses
• Create a brochure that “Welcomes Business to the Library
• Attend local business events and serve on committees
• Share testimonials from businesses you have helped
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Use social media to keep biz current on library news
Information Cycle
Assessment
Communication
Collections
Collaboration
Training
Programming
Assessment
Assessment
Assessment
• Know your community
• Determine number of small
businesses and their size
(employees, revenue)
• Determine current library
support for small biz
• Evaluate what has been tried
and tested in the past
• Library as a connector for
businesses to local agencies
that provide support
• Inventory what you already
have i.e. business directories,
periodicals, databases,
business collection etc.
Collections
Assessment
Collections
Collections
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A basic business collection of
print/online resources
• Use existing and/or library
created resource guides and
pathfinders
• Online directory/websites list to
answer business questions
• Library website link to relevant
small business
organizations/agencies
• Library staff familiar with
business specific databases and
understand how they can
support small business
• Network with other libraries to
share database access
• Subscribe to resources that
must be authenticated in-library
or remotely with library card
Collections
• General Business Plans
• Sample Business Plans – Gale
Business Plans Handbook
• Business Start-Up Series –
Self-Counsel, Entrepreneur
Press
• Directories – Scotts, MDDI,
Reference Canada Online
• Periodicals – trade
associations, industry specific,
newspapers, magazines etc.
• Marketing Resources – CARD
Online, books, periodicals
• Legal/Government – CCH
O’Briens Forms,
Statutes/Regulations
• International Business EY/Passport, Doing Business
In….
• Not-For-Profits resources
(Imagine Canada)
Resources at a Glance
Million Dollar Database
PCensus
Training
Assessment
Collections
Training
Training
• Provide training for staff on how to support small biz with inhouse resources
• Connect businesses to resources available at other libraries,
agencies
• Provide assistance to biz on accessing information
• Provide training documents/tools
• Attend business training sessions in the community
Programming
Assessment
Collections
Training
Programming
Programming
• Identify business programs that
assist the local businesses
• Implement programs that are
valuable to local businesses
• Research and connect biz to
new ideas and opportunities
• Inform businesses about use of
social media and the value of an
online presence
• Connect businesses to free, high
quality self-directed online
training that support businesses
• Plan networking events to
facilitate info sharing
• Identify necessary skills for
business ownership and see how
the library can meet the need
• Tap local business presenters
(BUT firm guidelines are a must)
Collaboration
Assessment
Collections
Collaboration
Training
Programming
Collaboration
• Connect with business leaders,
groups etc. in the community
• Sit on local business meetings
and serve on committees
• Identify and prioritize programs
& services to support small biz
• Share library value with
community stakeholders
• Attend nonprofit AGMs, Chamber
events etc.
• Stay on the same playing field as
businesses with business cards,
professional materials etc.
• Develop a multi-prong approach
to providing and publicizing
resources & services
• Form and sustain ongoing
relationships with businesses
Communication
Assessment
Communication
Collections
Collaboration
Training
Programming
Communication
• Develop ideas & strategies for
marketing/ outreach to the
• Generate and promote “good
business community
news” stories
• Communicate library value re: the • Establish a method to evaluate
local economy
success with businesses
• Inform businesses about library
• Maintain a productive relationship
resources, assistance
with the local media
• Use word-of-mouth marketing to
promote its services/resources
Social Media
Approval process
Consistent brand
Measure success
One stop funnel
Establish priorities
Reevaluate often!
Trend watching
Key Success Factors
• Passion & commitment to service
small business community
• Library admin/board must be
totally behind the efforts
• Time to be involved must be
allocated fairly
• Staff must be committed to
spending time outside the library
• Connections must be made with
other businesses, support
agencies, community partners,
politicians etc.
• Attend meetings, networking
events, join committees etc.
• Train other library staff on
business needs and research
tools
• Provide basic business
resources and online databases
• Spread the word about the
value of the library to local
businesses and ultimately the
local economy
The Future
• The library can position itself as a key player in the economic
development of the community
• Libraries are dependent on successful local businesses to bring in tax
revenue and contribute to the library budget
• Libraries can develop and sustain partnerships with local support
agencies to provide key resources so that businesses can not only
survive but thrive
• Local businesses can be powerful allies if they understand and
appreciate the value of the library to their success in the community
• Libraries of ALL sizes can find ways to serve local businesses
Thank you for your time and attention
Anne Dorsey – adorsey@barrie.ca
Christopher Vanderkruys – cvanderkruys@barrie.ca