New Resources Available to
Small Businesses, Non-Profits,
and Communities
College of Business & Technology
Shawn Kaskie – Director of the Center for Rural Research & Development
Presented to
1
Agenda
A.
UNK, CB&T, CRRD, and our outreach services
B.
ECONOMIC GARDENING… a new term for
MARKET RESEARCH & ANALYSIS: WHY IT MATTERS
AND WHERE TO FIND IT
C.
RESOURCES FOR BUSINESSES &
COMMUNITIES
2
UNK: Who are we and what do we do
College of Business and Technology
Contributions to Rural Economic Development
Outreach Centers
Nebraska Business and Development
Center
Nebraska Safety Center
Center for Economic Education
Center for Rural Research and
Development
Local Experts in Many Fields
Faculty Consulting
 Software development
 Leadership development
 Economic impact studies
 Statistical analysis
 Pricing studies
 Transportation efficiency
 Marketing research
 Web marketing
 Marketing planning
 Quality control and
improvement
 Sales training
 Strategic planning
 Feasibility analysis
 Process analysis and
improvement
 IT training
Student Consulting &
Internships
“We value experiential, hands-on learning”
• Marketing research
studies
• New venture plans
• Advertising plans
• Translators
• Marketing plans
• Quality improvement
projects
• Web marketing
projects
• Habitat for Humanity
• Database projects
Students in Free
Enterprise - SIFE
Center for Rural Research and
Development
Promote strong and sustained growth of the region by fostering
creative entrepreneurial
and international business activities
Promote
in rural Nebraska to establish a competitive global economic
edge
Rural Entrepreneurship
in the
Global Marketplace
Economic Gardening
Community
Development,
Sub-fields,
&
interrelatedness
STAGE 3
Economic Gardening
STAGE 2
NASCENT
ENTREPRENEUR
ACQUIRES
ENTREPRENURIAL
KNOWLEDGE AND
SKILL-SETS
NASCENT
ENTREPRENEUR
BECOMES A
NEBRASKAN
ENTREPRENEUR DOING
BUSINESS IN A GLOBAL
MARKETPLACE
STAGE 1
NASCENT
ENTREPRENEUR
Business
CRRD
Economic
Developers
Gov’t
University
INVESTING IN
ENTREPRENEURS
– RECENT BOOK
BY GREGG
LICHTENSTEIN
AND THOMAS
LYONS
A new approach
to regional
economic
development?
A. What Do We Do?
University Partners
Market Research
Consumer Surveys
& Focus Groups
Programming
Partnerships/ Networks
Business and
Government
Partners
External Funding
Streams
Economic
Development
Partners
Programming
Baldwin Free Enterprise
Seminar Series
Nebraska State Agency Director
Lecture Series
Entrepreneurship
Networking
Group facilitation
Global Scholars
Seminar Series
• PK Eship club
• YPN
• EDGE
• Business
Innovation Summit
• Eship Summit
• Marketplace
• Gov. Conf on
Rural Development
B. RESEARCH: WHY IT MATTERS
Understanding your Market
A market analysis can
serve as a platform for
business expansion and
recruitment efforts.
Consider both:
• Resident Market
• Visitor Market
• EDGE curriculum 4-53 Market Potential.xls
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Where are you saturated and where is the opportunity?
Market Analysis Example – Average Business Mix in Comparable
Downtowns (1/2 mile radius)
NAICS Description
Full-service restaurants
Beauty salons
Drinking places (alcoholic beverages)
Automotive mechanical & electrical repair
Gift, novelty, & souvenir stores
Other amusement (bowling, golf, fitness)
Used merchandise stores
Gasoline stations
Appliance, television, & other electronics stores
Grocery stores
Barber shops
Specialized building material dealers
Jewelry stores
Florists
Automotive parts, accessories, & tire stores
Number
7.9
6.7
3.9
2.2
2.0
1.9
1.8
1.7
1.7
1.6
1.3
1.3
1.1
1.1
1.1
Comparison with cities/villages with 5,000-10,000 Pop. (Average of 45 Downtowns)
Sales (000's)
5,378
1,451
1,224
854
729
791
810
5,527
3,322
13,973
148
2,240
830
413
1,550
Filling the gaps/opportunities…
Creating a Niche that Draws Customers
A niche is a critical mass of businesses serving a common market
segment(s) that is also jointly marketed and promoted
• Niche strategies allow a downtown to gain a dominance in
certain business categories
• Niches work well in highly competitive business environments
(market differentiation)
• Niches require cooperation between local businesses
(education about niches)
• Niches can be based on consumer segments or product
segments
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Niche: Antique and Niche Books
Stillwater, MN
Pop. 15,000
Historic River town 20 miles from St.
Paul
 Highly educated
 Affluent
Five book stores downtown, drawing book collectors,
librarians, and bibliophiles from throughout the world. There
are 450,000 books in stock including scarce and collectable
books, theology books, and general interest books.
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Establish a culture and
Encourage Innovative Businesses
Online Clearinghouse
• Case studies of retail and
service businesses that are
Innovative
• Searchable by
– Type of business
– Size of community
• Eventually include hundreds
of businesses from small to
medium sized downtowns
http://www.uwex.edu/ces/cced/downtowns/innovative/
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CRRD’s Niche - Primary
Market Research
FOCUS GROUPS
• Interactive portable Technology
• New, State of the Art, Facility
• Professional Moderation (Proctor & Gamble training)
SURVEY
• Paper – Mail or Interview
• 12 years of Community Needs Assessment Experience (process &
samples available for review on our website)
• Online
• Over 8 projects completed in 2010
• Extensive Library w/ nearly 300 tested surveys
• Telephone
• New confidential facility w/ trained Marketing Students
Free
Sources
• For
Secondary
Market
Research
Population
Free
Sources
• For
Secondary
Market
Research
Workforce
& Labor
Data
Employment
change by industry
& county
http://www.economicmo
deling.com/2011/09/01/i
nteractive-graphic-allcounties-in-the-nation/
Psychographics
Needs
Security, esteem, love, acceptance, understanding,
beauty, good health
Values
Status, success, greed, simplicity
Buying Styles
Price, fads, quality, technology, luxury, convenience
Cultures
Modern, artistic, religious, liberal, conservative,
environmental
Interests
Sports, reading, fitness, cooking, workaholic, gardening
Where to get your psychographic and demographic profiles
Free Zip Code Lookup:
http://www.esri.com/data/esri_data/tapestry.html
Demographics:
• Population
• Household Size
• Household Income
• Age Distribution
• Ethnicity
• Education
• Marital Status
• Occupation
• Housing Units
Lifestyles:
Use zip code or block groups to
segment consumers using systems
developed by private companies
like Claritas and ESRI.
Households are segmented into
unique clusters that describe their
lifestyle, media and purchasing
characteristics.
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C. PROJECT RESOURCES FOR YOUR
COMMUNITY
• Typical Community Funding sources for Planning
– CDBG
– USDA
– Department of Economic Development
– Federal Home Loan Bank of Topeka
• Other Public Funding Sources
– Federal
– State
– Local
Public Funding Sources
This list has been compiled by the University of Wisconsin Cooperative Extension in an
attempt to compile a list of resources that would assist individuals, organizations, and
communities in sorting through the myriad of public grant/financial assistance programs. We
have also provided you with some links to assist with grant writing/proposal writing.
It has become an ongoing challenge to maintain current links for this database.
WE suggest that you also check some other
sites such as the R.A. Smith National
"Grants and Funding Directory" (You must
register as a user, but registration is free).
http://www.rasmithnational.com/grants/De
fault.aspx
State Resources
• Dept of Environmental Quality
– Phase I & II Economic Impact Study
• Trust Funds-Housing
• Housing & Economic Development Plans
Local Funds & Programs
(other than General Fund):
• Redevelopment Zones or Downtown
Development Districts
• Local or Regional Revolving Loan
Funds
• Tax Increment Financing-TIF Districts
• Banks, School Districts, other NGO’s
Contact Information
 Shawn Kaskie-Director, PCED, MA
kaskiesc@unk.edu Office: (308) 865-8135
Center for Rural Research and Development
College of Business and Technology
University of Nebraska at Kearney
1917 West 24th Street, WSTC 131E
Kearney, NE, 68849
 www.unk.edu/crrd