1. CAMEO Annual Member Meeting 2012 Michael Gurton, MarketLink Program Director, OMEN

2.  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

3.  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

4.  Clients – approx. 120 per year  Demographics – Low-income, rural, women or minority owned  Referral sources – MDOs, SBDCs  Biz types – A lpaca farmers to Z ipline manufacturers  Client contact – by phone

5.  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

6.  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

7.  Expertise › Interviewing thought leaders/experts › Competitive intelligence › Industry and trend analysis › GIS › Sales lead generation

8.  Work/Strategies › Centered around expanding client base › Target customers differently › Expand geographically › Use different sales channels

9.  Client needs › Clientele was only competitive equestrians (teen girls and women 40+ y.o.) › Wanted a steady and diversified stream of clients

10.  Research › Assessment of her competitors › Assessment of larger equestrian demographic › Sensitivity to community › Developed analysis to help her pinpoint marketing strategies

11.  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

12.  Client Demographics › 57% female › 21% minority › 76% either HUD very low or low income › 67% first time business owners

13.  Micro Outcome Measures › Change in income › Business stage progression › Change in markets (new, geo. expansion) › Hiring

14.  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

15.  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

16.  Clients – 30 to 40 per year  Demographics – Under 100 employees  Referral sources – Econ. devel. Partners  Business type – Traded-sector  Client contact – In-person meetings

17.  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

19.  Second Stage Outcome Measures › Change in geographic range › Increased revenues › Increased capital expenditures › Increase in hiring › Attribute growth to MarketLink work?

20.  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

21. DateActivity January 2010Ad-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 2010Oregon legislature passes HB3644 January 2011EGTF submits HB2879 which forms Grow Oregon Council (GOC) with charge to develop statewide program

22. DateActivity June 2011Oregon legislature passes HB2879, state budgets $300k through “Christmas Tree Bill” August 2011RFP released February 2012Oregon SBDC Network named as sole provider April 2012First client served

23.  Funding › $280k awarded to OSBDCN for 18 month program › $20K put aside by state for 3 rd party eval  Leverage › ~$200K leveraged › Primarily SBA Small Business Jobs Act awards

24.  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

25.  Michael Gurton › MarketLink Program Director › Oregon Microenterprise Network (OMEN) › 503.546.9913 › Michael@Oregon-MicroBiz.org › www.LinkedIn.com/in/mgurton