Littleton, Colorado’s
Economic Gardening Project
“An Entrepreneurial Approach to
Economic Development”
Economic Gardening
•  Created in 1987
•  Entrepreneurs Create Jobs
–  Not Economic Developers
•  Gardening v. Hunting
–  F...
U.S. Job Growth 2000-2007
Most Jobs from Company Expansion
Creating a Nurturing Environment
for Entrepreneurs
What Can Local
Government Do to
Support Entrepreneurs?
•  Information
•...
Economic Gardening: The
Information Component
•  GIS
•  Database Research
•  Web Marketing
Sample Uses of GIS in Economic Gardening
Customer Locations & Trends
•  Downtown Merchants
Supplied Customer
Lists
•  Plotted Customer
Locations
•  Created Density...
Multiple Variable Data for Marketing
Dance Academy
•  Targeting
Higher Income
Areas With
Children
•  Plotted Incomes
and C...
Drive Time Analysis
Expenditure Mapping
•  Database Containing
Hundreds of
Consumer
Expenditure
Variables
•  Layer Current
Customer Locations
...
Competitor Locations
•  Downtown Littleton
Site Proposed
•  Locate Competitor
Restaurants
•  Create Five-Mile
Trade Perime...
Nationwide Capabilities
•  Used by Growth
Businesses (Gazelles)
–  Farm implement
dealers in the Midwest
–  Top market are...
• Locate Current
Business
• Plot Customers
• Generate Density
Map
• Profile
Demographics of
High-Density Areas
• Find New ...
Lifestyle Profiles
Real Estate Records
•  Denver Metro Area
•  50+ Types of Info
•  Marketing Uses
•  Updated Every Month
Website Optimization
Draw Traffic to Your Site
•  Optimize for Search Engines
•  Best Keywords for Marketing
•  Paid Adver...
Social Media Strategy
•  Facebook, Twitter,
Linked-in
•  Establish your identity
•  Develop your
community
•  Paid ads
Business Services
•  Start-Up Check List
•  Assistance with
Business Plans
•  Available Space &
Vacant Land Database
Core Strategy Sessions
•  Commodity
– Lowest price
•  Niche
– Innovation
Marketing Lists
•  New Homeowners
•  New Businesses
•  Littleton Businesses
Community Information
•  Demographics
•  City Departments, Phone
Numbers
•  Business Organizations
B/IA Communications
•  Social Media
•  DuctTape Marketing
•  Temperament
Seminars
B/IA Databases
•  Corporate-Level Tools

•  13 Subscription Databases 

–  1000s of sources

–  Local to international 

–...
Other Resources We Use
•  Federal Government
Databases
–  Trade & Industry
–  Economic Census
•  State of Colorado Lists
–...
Applying Database Research
•  Marketing Lists
•  Competitors
•  Financial Information
Applying Database Research
•  Market Research
•  Industry Trends
•  Legislative Issues
SRDS Direct Marketing List Source
•  Consumer &
Business Lists
•  Searchable by
Topic
•  Profile, Contact, &
Purchase
Info...
Case Studies of Littleton Businesses
Accessible Systems Charter Software
Accessible Systems, Inc.
How Can We Expand Our
Regional Market of People
with Disabilities?
•  Weekly Dodge Reports
•  Mag...
Charter Software
How Can We Expand
Our Business to
Multi-location
Dealerships?
•  Web Optimization
•  Competitor Research
...
Infrastructure
•  Light Rail
•  Restoration of Historic
Courthouse
•  Downtown Sidewalks
•  3 Interchange Projects
–  $55 ...
Connections
•  Higher Ed
–  CCIT
–  ACC Curriculum
•  Introductions
–  Cross marketing
Tangible Results
•  Employment Growth More Than Doubled
– 1990: 15,000
– 2009: 30,000
•  Sales Tax Revenues Tripled
– 1990...
B/IA Accolades
•  Cited for Innovation
–  IEDC
–  National League of Cities
–  University of Minnesota
–  US EDA
•  NPR, A...
The End
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CM10 Local Economies Chris Gibbons

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CM10 Local Economies Chris Gibbons

  1. 1. Littleton, Colorado’s Economic Gardening Project “An Entrepreneurial Approach to Economic Development”
  2. 2. Economic Gardening •  Created in 1987 •  Entrepreneurs Create Jobs –  Not Economic Developers •  Gardening v. Hunting –  Focus on Growing Jobs Locally –  No Incentives or Tax Breaks
  3. 3. U.S. Job Growth 2000-2007
  4. 4. Most Jobs from Company Expansion
  5. 5. Creating a Nurturing Environment for Entrepreneurs What Can Local Government Do to Support Entrepreneurs? •  Information •  Infrastructure •  Connections
  6. 6. Economic Gardening: The Information Component •  GIS •  Database Research •  Web Marketing
  7. 7. Sample Uses of GIS in Economic Gardening
  8. 8. Customer Locations & Trends •  Downtown Merchants Supplied Customer Lists •  Plotted Customer Locations •  Created Density Map to Find Customer Clusters •  Create Targeted Marketing
  9. 9. Multiple Variable Data for Marketing Dance Academy •  Targeting Higher Income Areas With Children •  Plotted Incomes and Children by Block Group •  Determined Precise Areas to Target Marketing Efforts
  10. 10. Drive Time Analysis
  11. 11. Expenditure Mapping •  Database Containing Hundreds of Consumer Expenditure Variables •  Layer Current Customer Locations to Find Potential Markets
  12. 12. Competitor Locations •  Downtown Littleton Site Proposed •  Locate Competitor Restaurants •  Create Five-Mile Trade Perimeter •  Conduct Competitor Intelligence •  Create Demographic Report of Proposed Site
  13. 13. Nationwide Capabilities •  Used by Growth Businesses (Gazelles) –  Farm implement dealers in the Midwest –  Top market areas
  14. 14. • Locate Current Business • Plot Customers • Generate Density Map • Profile Demographics of High-Density Areas • Find New Areas that Match Demographic Profile Targeting Customers
  15. 15. Lifestyle Profiles
  16. 16. Real Estate Records •  Denver Metro Area •  50+ Types of Info •  Marketing Uses •  Updated Every Month
  17. 17. Website Optimization Draw Traffic to Your Site •  Optimize for Search Engines •  Best Keywords for Marketing •  Paid Advertising on Search Engines –  Increased Customer Sales
  18. 18. Social Media Strategy •  Facebook, Twitter, Linked-in •  Establish your identity •  Develop your community •  Paid ads
  19. 19. Business Services •  Start-Up Check List •  Assistance with Business Plans •  Available Space & Vacant Land Database
  20. 20. Core Strategy Sessions •  Commodity – Lowest price •  Niche – Innovation
  21. 21. Marketing Lists •  New Homeowners •  New Businesses •  Littleton Businesses
  22. 22. Community Information •  Demographics •  City Departments, Phone Numbers •  Business Organizations
  23. 23. B/IA Communications
  24. 24. •  Social Media •  DuctTape Marketing •  Temperament Seminars
  25. 25. B/IA Databases •  Corporate-Level Tools
 •  13 Subscription Databases 
 –  1000s of sources
 –  Local to international 
 –  Markets, products
 –  Companies, industries

  26. 26. Other Resources We Use •  Federal Government Databases –  Trade & Industry –  Economic Census •  State of Colorado Lists –  Licensed Professionals –  Corporations •  Internet •  Print Sources •  Contacts
  27. 27. Applying Database Research •  Marketing Lists •  Competitors •  Financial Information
  28. 28. Applying Database Research •  Market Research •  Industry Trends •  Legislative Issues
  29. 29. SRDS Direct Marketing List Source •  Consumer & Business Lists •  Searchable by Topic •  Profile, Contact, & Purchase Information
  30. 30. Case Studies of Littleton Businesses Accessible Systems Charter Software
  31. 31. Accessible Systems, Inc. How Can We Expand Our Regional Market of People with Disabilities? •  Weekly Dodge Reports •  Magazine Subscriber Lists •  Disability Marketing Information •  Doctors, Chiropractors and Other Health Practitioners •  Multi-Level Houses Not Sold for 20 Years •  Website Optimization
  32. 32. Charter Software How Can We Expand Our Business to Multi-location Dealerships? •  Web Optimization •  Competitor Research •  Market Research •  Social Media Strategies
  33. 33. Infrastructure •  Light Rail •  Restoration of Historic Courthouse •  Downtown Sidewalks •  3 Interchange Projects –  $55 Million •  Walking/biking trails
  34. 34. Connections •  Higher Ed –  CCIT –  ACC Curriculum •  Introductions –  Cross marketing
  35. 35. Tangible Results •  Employment Growth More Than Doubled – 1990: 15,000 – 2009: 30,000 •  Sales Tax Revenues Tripled – 1990: $6.8 Million – 2009: $20 Million
  36. 36. B/IA Accolades •  Cited for Innovation –  IEDC –  National League of Cities –  University of Minnesota –  US EDA •  NPR, ABC Australia , SBA Report to the President •  700+ Inquiries •  Projects in WY, FL, IN, GA,
  37. 37. The End

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