Summer is the busiest time of the year for small business owners. As a peak time for gifts, festivals and tourism, many entrepreneurs aim to make the most of the season’s buzz. Increased demand can lead to longer working hours and higher wage and supply cost overheads (which is especially common in today’s economic environment). So the question arises, how can you use the increased foot traffic to keep customers coming back?
a investigation According to Xero, more than half of small businesses indicate they are concerned that rising costs of living will hamper summer sales. That’s why it’s important to connect with the community and vacationers and gather their support. By deepening connections with both existing and prospective customers, you have more opportunities to build brand awareness and loyalty. Ultimately, this translates into increased sales and increased revenue.
entrepreneur Michaela Green my tab (He’s also a professional surfer) and Deb Hallyburton’s good egg cafe I know this very well. A pair of entrepreneurs based in the holiday hotspot of Busselton, Western Australia, have learned to rely on their local community and in turn improve theirs. Each has a strong sense of purpose and the brand reflects that. Below we share why this is so important to the success of the business and how they have made a name for themselves locally.
Find a purpose (and brand) that people connect with
There are many reasons small business owners do what they do, but some, like Deb, have more personal reasons. Good Egg Her Cafe is a tribute to Deb’s late husband, who died of brain cancer in 2016. she said: And she supports this important cause by donating 5% of her profits to brain cancer research. To date she has donated over $50,000. ”
Knowing Deb’s story (and her incredible contributions to important causes), it’s easy to understand why fellow small business owner Mikaela considers her an inspiration. The Good Egg was also the first cafe to adopt her app, MyTab. MyTab is software that seamlessly facilitates transactions between customers and hospitality establishments. And Mikaela intends to pay others for this support. We are really excited to support the locals and businesses that benefit from the influx of people into the area at this time of year. ”
Interestingly, many small businesses have a similar desire to give back. Our research shows that more than a third (34.9%) donate to local groups and schools, and 30% sponsor clubs or donate to business initiatives when possible. This proves that not only can supporting the local help drive awareness for brands like Mikaela and Deb’s, but these contributions have ripple effects in the wider community.
build genuine connections
It is often said that business is not what you know, WHO Look. This is especially true for her sister and fellow pro surfer, Mikaela, who co-founded her MyTab with her Eliza Greene. After years of working in hospitality to fund their sports careers, the two decided to create an app that would solve many of the problems they experienced behind bars. the only problem? They had no industry connections or entrepreneurial experience. However, Michaela was determined not to let this hold them back.
“Eliza and I have built every business relationship from the ground up. A big part of that is meeting customers face-to-face, listening to their feedback, and actually incorporating it,” Mikaela said, adding, “Without our community, we wouldn’t be where we are today.” Added.
Like Mikaela, Deb believes in cooperation over competition. This is ultimately what the community is all about. Relationship building can be done organically, but to grow a true support network you need to get involved in action (e.g. actively engage with tourists, attend local events, volunteer activities, etc.). Deb explains: And I’m always me No pretending.
This is what she encourages other local entrepreneurs to do. The Good Egg Cafe also serves as Busselton’s co-working hub for business minds and creatives. There is a mezzanine floor dedicated to free desk space, as well as private offices and meeting rooms for a fee. It’s the ultimate community of entrepreneurs working together to help each other grow.
As these stories show, there is great value in connecting with your community and reaping the benefits of the summer swell to keep your customers coming back year-round. Whether it’s finding a purpose to receive or working with new and existing customers to strengthen relationships, the relationships you build can help your business succeed.