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Demonstration of economic gardening program

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  • The City of Littleton pioneered its economic gardening program in 1989. We stopped providing any incentives or tax breaks to lure businesses to come to the community and began to invest in growing businesses locally. We believe our task is to create a nurturing environment for entrepreneurs by providing them with the tools they need to be competitive. This is not a quick fix. It will not solve large, long-term economic problems overnight. It is a long-term commitment by a community to develop its assets and focus its resources in a different way.
  • Small local companies source of jobs and wealth Click link to open stats Compare 2002 to 2008 Most jobs created by 1 and 2 stage companies Negative job creation by stage 4 companies
  • These are the three areas in which we believe the public sector can make a difference in creating a nurturing environment for entrepreneurs: information, infrastructure, and connections. I will briefly touch on the infrastructure and connections components of our program at the end of the presentation, but the rest of this presentation will primarily focus on what we do in the area of information. We believe that timely, reliable, and actionable information is what gives business owners the competitive advantage and ultimately increases the jobs and revenue they bring into the community.
  • Our information component can be divided into roughly three areas: Geographic Information Systems (GIS) Business Support Services Customized Research Services
  • Subscribe to 10 commercial databases – corporate level information on markets, products, company intelligence, industry trends, etc.
  • Founded in January 1995 by two partners, ChurchPartner sells furniture and church supplies to churches and schools. Net revenues have increased 10% each year for the past five years, and they now have 13 employees. Around 75% of sales are generated through their website, although only about 15-20% of those sales are closed online; most are completed by phone. The company has an agreement with Office Depot whereby their clients get discounts on office supplies through Office Depot and ChurchPartner gets a percentage of the sales. They are now the only Christian-based group that has national account status with Office Depot.
  • Competing in the category of Entrepreneurship by organizations serving areas with populations under 50,000, the City of Littleton was a clear standout with Economic Gardening . Economic Gardening is an entrepreneurial approach to economic development. Created in 1987, the project uses sophisticated corporate level tools like database research, geographic information systems and search engine optimization, as well as cutting edge theories like complexity science, network theory and temperament to help entrepreneurial growth companies be competitive. Economic Gardening helps companies develop core strategies, understand market dynamics, create marketing lists and build management teams. In 20 years the employment base in Littleton has more than tripled from $6 million to over $21 million. Not one company was recruited during this time and not one penny was spent on incentives. Press: business week Rm News Nations cities weekly u.s. economic development administration Governing magazine Western planner Colorado business Hubert humphrey institute at u. of minn Denver business journal The International Economic Development Council (IEDC) is headquartered
  • Demo for presentations

    1. 1. Littleton, Colorado’s Economic Gardening Project “ An Entrepreneurial Approach to Economic Development”
    2. 2. Economic Gardening <ul><li>Created in 1987 </li></ul><ul><li>Entrepreneurs Create Jobs </li></ul><ul><ul><li>Not Economic Developers </li></ul></ul><ul><li>Gardening v. Hunting </li></ul><ul><ul><li>Focus on Growing Jobs Locally </li></ul></ul><ul><ul><li>No Incentives or Tax Breaks </li></ul></ul>
    3. 3. U.S. Job Growth 2000-2007
    4. 4. Most Jobs from Company Expansion
    5. 5. Creating a Nurturing Environment for Entrepreneurs <ul><li>What Can Local Government Do to Support Entrepreneurs? </li></ul><ul><li>Information </li></ul><ul><li>Infrastructure </li></ul><ul><li>Connections </li></ul>
    6. 6. Economic Gardening: The Information Component <ul><li>GIS </li></ul><ul><li>Database Research </li></ul><ul><li>Web Marketing </li></ul>
    7. 7. Sample Uses of GIS in Economic Gardening
    8. 8. Customer Locations & Trends <ul><li>Downtown Merchants Supplied Customer Lists </li></ul><ul><li>Plotted Customer Locations </li></ul><ul><li>Created Density Map to Find Customer Clusters </li></ul><ul><li>Create Targeted Marketing </li></ul>
    9. 9. Multiple Variable Data for Marketing <ul><li>Dance Academy </li></ul><ul><li>Targeting Higher Income Areas With Children </li></ul><ul><li>Plotted Incomes and Children by Block Group </li></ul><ul><li>Determined Precise Areas to Target Marketing Efforts </li></ul>
    10. 10. Drive Time Analysis
    11. 11. Expenditure Mapping <ul><li>Database Containing Hundreds of Consumer Expenditure Variables </li></ul><ul><li>Layer Current Customer Locations to Find Potential Markets </li></ul>
    12. 12. Competitor Locations <ul><li>Downtown Littleton Site Proposed </li></ul><ul><li>Locate Competitor Restaurants </li></ul><ul><li>Create Five-Mile Trade Perimeter </li></ul><ul><li>Conduct Competitor Intelligence </li></ul><ul><li>Create Demographic Report of Proposed Site </li></ul>
    13. 13. Nationwide Capabilities <ul><li>Used by Growth Businesses (Gazelles) </li></ul><ul><ul><li>Farm implement dealers in the Midwest </li></ul></ul><ul><ul><li>Top market areas </li></ul></ul>
    14. 14. <ul><li>Locate Current Business </li></ul><ul><li>Plot Customers </li></ul><ul><li>Generate Density Map </li></ul><ul><li>Profile Demographics of High-Density Areas </li></ul><ul><li>Find New Areas that Match Demographic Profile </li></ul>Targeting Customers
    15. 15. Lifestyle Profiles
    16. 16. Real Estate Records <ul><li>Denver Metro Area </li></ul><ul><li>50+ Types of Info </li></ul><ul><li>Marketing Uses </li></ul><ul><li>Updated Every Month </li></ul>
    17. 17. Website Optimization <ul><li>Draw Traffic to Your Site </li></ul><ul><li>Optimize for Search Engines </li></ul><ul><li>Best Keywords for Marketing </li></ul><ul><li>Paid Advertising on Search Engines </li></ul><ul><ul><li>Increased Customer Sales </li></ul></ul>
    18. 18. Social Media Strategy <ul><li>Facebook, Twitter, Linked-in </li></ul><ul><li>Establish your identity </li></ul><ul><li>Develop your community </li></ul><ul><li>Paid ads </li></ul>
    19. 19. Business Services <ul><li>Start-Up Check List </li></ul><ul><li>Assistance with Business Plans </li></ul><ul><li>Available Space & Vacant Land Database </li></ul>
    20. 20. Core Strategy Sessions <ul><li>Commodity </li></ul><ul><ul><li>Lowest price </li></ul></ul><ul><li>Niche </li></ul><ul><ul><li>Innovation </li></ul></ul>
    21. 21. Marketing Lists <ul><li>New Homeowners </li></ul><ul><li>New Businesses </li></ul><ul><li>Littleton Businesses </li></ul>
    22. 22. Community Information <ul><li>Demographics </li></ul><ul><li>City Departments, Phone Numbers </li></ul><ul><li>Business Organizations </li></ul>
    23. 23. B/IA Communications
    24. 24. <ul><li>Social Media </li></ul><ul><li>DuctTape Marketing </li></ul><ul><li>Temperament </li></ul>Seminars
    25. 25. B/IA Databases <ul><li>Corporate-Level Tools </li></ul><ul><li>13 Subscription Databases </li></ul><ul><ul><li>1000s of sources </li></ul></ul><ul><ul><li>Local to international </li></ul></ul><ul><ul><li>Markets, products </li></ul></ul><ul><ul><li>Companies, industries </li></ul></ul>
    26. 26. Other Resources We Use <ul><li>Federal Government Databases </li></ul><ul><ul><li>Trade & Industry </li></ul></ul><ul><ul><li>Economic Census </li></ul></ul><ul><li>State of Colorado Lists </li></ul><ul><ul><li>Licensed Professionals </li></ul></ul><ul><ul><li>Corporations </li></ul></ul><ul><li>Internet </li></ul><ul><li>Print Sources </li></ul><ul><li>Contacts </li></ul>
    27. 27. Applying Database Research <ul><li>Marketing Lists </li></ul><ul><li>Competitors </li></ul><ul><li>Financial Information </li></ul>
    28. 28. Applying Database Research <ul><li>Market Research </li></ul><ul><li>Industry Trends </li></ul><ul><li>Legislative Issues </li></ul>
    29. 29. SRDS Direct Marketing List Source <ul><li>Consumer & Business Lists </li></ul><ul><li>Searchable by Topic </li></ul><ul><li>Profile, Contact, & Purchase Information </li></ul>
    30. 30. Case Studies of Littleton Businesses Accessible Systems Charter Software
    31. 31. Accessible Systems, Inc. <ul><li>How Can We Expand Our Regional Market of People with Disabilities? </li></ul><ul><li>Weekly Dodge Reports </li></ul><ul><li>Magazine Subscriber Lists </li></ul><ul><li>Disability Marketing Information </li></ul><ul><li>Doctors, Chiropractors and Other Health Practitioners </li></ul><ul><li>Multi-Level Houses Not Sold for 20 Years </li></ul><ul><li>Website Optimization </li></ul>
    32. 32. Charter Software <ul><li>How Can We Expand Our Business to Multi-location Dealerships? </li></ul><ul><li>Web Optimization </li></ul><ul><li>Competitor Research </li></ul><ul><li>Market Research </li></ul><ul><li>Social Media Strategies </li></ul>
    33. 33. Infrastructure <ul><li>Light Rail </li></ul><ul><li>Restoration of Historic Courthouse </li></ul><ul><li>Downtown Sidewalks </li></ul><ul><li>3 Interchange Projects </li></ul><ul><ul><li>$55 Million </li></ul></ul><ul><li>Walking/biking trails </li></ul>
    34. 34. Connections <ul><li>Higher Ed </li></ul><ul><ul><li>CCIT </li></ul></ul><ul><ul><li>ACC Curriculum </li></ul></ul><ul><li>Introductions </li></ul><ul><ul><li>Cross marketing </li></ul></ul>
    35. 35. Tangible Results <ul><li>Employment Growth More Than Doubled </li></ul><ul><ul><li>1990: 15,000 </li></ul></ul><ul><ul><li>2009: 30,000 </li></ul></ul><ul><li>Sales Tax Revenues Tripled </li></ul><ul><ul><li>1990: $6.8 Million </li></ul></ul><ul><ul><li>2009: $20 Million </li></ul></ul>
    36. 36. B/IA Accolades <ul><li>Cited for Innovation </li></ul><ul><ul><li>IEDC </li></ul></ul><ul><ul><li>National League of Cities </li></ul></ul><ul><ul><li>University of Minnesota </li></ul></ul><ul><ul><li>US EDA </li></ul></ul><ul><li>NPR, ABC Australia , SBA Report to the President </li></ul><ul><li>700+ Inquiries </li></ul><ul><li>Projects in WY, FL, IN, GA, </li></ul>
    37. 37. Edward Lowe Foundation Australia Florida Canada Douglas County, Colorado Economic Gardening Purdue Center for Regional Development
    38. 38. Resources <ul><li>Professional training </li></ul><ul><li>Jumpstart Team for pilot projects </li></ul><ul><li>GIS Vending Machine </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>
    39. 39. The End