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					                  Small business construction survival guide
The City of Tacoma recently held a special workshop on surviving construction for small
businesses in partnership with the William M. Factory Small Business Incubator.

Attendees heard from business and marketing professors from the University of
Washington, Tacoma, and the University of Puget Sound, a representative from the
William M. Factory Small Business Incubator, three local merchants who have survived
previous construction and City of Tacoma staff.

Several great ideas were exchanged during this session, and below are the helpful
handouts that were distributed, along with various tips and tricks to get through
construction.

   •   The City’s recommendations on surviving
       construction
   •   Local merchants have survived, and here’s how
       they did so
   •   Brilliant things you can do right now
   •   Survival is up to you
   •   Financial spreadsheets will help you get through
   •   Scenario planning for survival

You should also be sure to view the following two articles:

   •   Surviving construction requires strategies now, Business Examiner
   •   Surviving streetscape construction: From planning to promotion, MainStreet
       News

The City of Tacoma’s Public Works, Community Relations and Community and
Economic Development offices have jointly partnered to provide this information, and
will continue to coordinate on ways to improve our community relations regarding
construction projects.

The City of Tacoma cares about you and your businesses and we certainly want you to
get through the temporary inconveniences that are a necessary part of construction – so
you can truly enjoy the redevelopment that follows.

For information about individual projects, please consult the Construction Projects
section of our Web site. http://www.cityoftacoma.org/constructionupdates or contact
Karrie Spitzer, Community Relations Specialist at karrie.spitzer@cityoftacoma.org or
(253) 591-5790.
       The City’s recommendations on surviving construction
    From Roxanne Murphy, Community Relations Specialist, City of Tacoma

•   Be open to working with the City of Tacoma and/or private contractors.
•   If you receive a letter from the City of Tacoma, please open it. The letter could contain
    important information about upcoming projects.
•   Ask the City to provide visuals like posters to hang in your business which will show
    what the construction will look like once it's complete, and your customers can
    understand what the project is working toward.
•   If the project is large enough, the City will create a Web site
    and a hotline with regular construction crew updates. Subscribe
    to these updates via e-mail or call the construction
    line for updates regularly. Offer this information to
    customers through handouts and your employees.
    Construction is an interesting process to many people,
    and helping customers understand where the project can
    often be a compelling and helpful conversation to have.
•   Give your customers information about any potential or
    current traffic re-routes, which is available via the City’s Web site for major projects.
•   Provide table tents with construction updates.
•   Link from your business Web site to the individual construction project’s Web site.
•   Create unique events at your business.
•   Work with local journalists to garner media attention.
•   Collaborate with merchants in your vicinity to host events or share best practices.
•   Create “Open During Construction” signage that compliments the City’s signs which
    indicate that all businesses remain open.
•   Offer specials or discounts.
•   Attend Business District and Neighborhood Council meetings where the City’s project
    managers often provide updates and answer questions about construction projects.
•   Stay in constant contact with your customers through distributions lists, e-mail blasts
    and/or direct mail pieces.
•   Contact the City of Tacoma as construction issues arise, not after the fact.
       Local merchants have survived, and here’s how they did so
From Marty Campbell, Buzzard’s and Stadium Video Tom Dobrinski, Harmon Restaurant
                and Brewery, Ken Grassi, Grassi’s Flowers and Gifts

   •   Work with fellow business owners and districts.
   •   Maintain a positive attitude throughout the course of the project.
   •   Focus on what you CAN do as a business owner, rather than what you can’t.
   •   Consider valet parking as an option.
   •   Keep the contact information for each project
       (The City of Tacoma and its contractors) at your
       fingertips.
   •   Express customer appreciation as often as
       possible, and make their experiences in your
       business unparalleled.
   •   Host employee appreciation functions, because they experience construction hardships,
       too.
   •   If possible, buy non-perishable items en masse at a cheaper rate before construction to
       reduce cost during construction.
   •   Know where your business stands financially and plan accordingly – openly
       communicate with your banker.
                   Brilliant things you can do right now
                     From Les Barnett, Bates Technical College

•   Realize that you are a survivor. You already defied the odds and demonstrated your
    smarts by opening a business. Realize that things are going to get better because of this
    construction. More people will be attracted to downtown when this is over.
•   Accept the help that is being offered. Most likely you are an independent person who
    would rather run your business on your own. This is a huge mistake. Almost every
    successful business in America has relied on help from you outside. You should, too.
•   Become a destination business. This is a business that does not and cannot rely on walk-
    by customers. Your clientele has to want to come see you because you’ve created the
    type of business they want to patronize.
         - Make sure your customers know how to find you.
             Make a map of the best ways to get to your shop
             and where the best parking is located
         - Have a phone script located by your phone that
             you can read to tell your customers how to find
             you. Make sure all of your employees know what
             to say and how to say it about your location.
         - Make sure that you and all of your employees
             have the same talking points about the
             construction. A negative report to a customer will
             only drive them away. Don’t let your employees be your downfall because of a
             lack of communication.
•   Know who your top 20 are. This is the percentage of your customers who will buy 80
    percent of your product or service. Know all you can about them and where they live.
    Almost every store in America is asking for zip codes at the check out stand. You, too,
    should find out where your customers are coming from.
•   Keep in touch with your customers now!!! Let them know that you are still open and are
    looking forward to doing business with them.
•   Take a hard look at your inventory. If that collection of teddy bears that you love is
    taking up 30 percent of your space, but accounting for only two percent of your sales,
    make a change.
•   Look at your place of business as a consumer, not as an owner. What does a customer see
    or feel when they walk into your business? Ask customers how they feel about your
    space.
•   If you have image issues, correct them. If your lighting is bad, improve it. If your
    windows are dirty or cluttered, clean them. If your entry way is not exciting, make it so.
•   Call Les Barnett of Bates Technical College, who offers free business coaching courtesy
    of the City of Tacoma at (253) 680-7184.
                                 Survival is up to you
                      From Steve Rapkoch, Small Business Incubator

   •   Be proactive – Commit to establishing good working
       relationships with:
           - City planners
           - Construction workers – Buy ‘em a cup!
           - Vendors
           - Customers
   •   Choose to overcome the obstacles
           - Allow lines of communication to remain open
           - Maintain a creative thinking and problem
                solving environment
   •   Guard your cash

Remember! The community and its planners have a vested interest in your survival and success,
so create positive community relations with them. No business means no tax base.
                Financial spreadsheets will help you get through
                       From Steve Rapkoch, Small Business Incubator

Creating financial spreadsheet for your business is important all of the time, but especially during
construction. Create snapshots for one month, then the whole calendar year, to help analyze your
businesses performance and opportunities for improvement that consists of the following types of
data:

            •   Revenue
                - Retail
                - Whole sale
                - Internet
            •   Cost of goods sold
                - Direct labor
                - Payroll taxes
                - Materials
                - Internet
            •   Total cost of goods sold
            •   Gross profit
            •   Expenses
                - Owner salary
                - General salaries
                - Payroll taxes
                - Employee benefits
                - Automobile expense
                - Advertising
                - Telephone
                - Computer
                - Travel and entertainment
                - Rent
                - Utilities
                - Supplies
                - Interest expense
                - Depreciation
                - Insurance
                - B&O tax
                - Bank fees
                - Professional services
                - Taxes and licenses
            •   Total expenses
            •   Net profit before taxes
            •   Distributions for tax
            •   Net profit after taxes
            •   Break even
                             Scenario planning for survival
                       From Lynnette Clair, University of Puget Sound

One of the keys to surviving construction is to think creatively and one of the best ways to do so
it through scenario-planning exercises. The easiest exercise is to write down five assumptions
about your business. Then, start to think about what you would do if those assumptions weren’t
true. For example, “my business is easy to get to” would turn into “my business is not easy to get
to.” Following, brainstorm as many creative ways as possible to address the issue. Below is a
more detailed approach to scenario planning that’s likely to be even more helpful:

1. Select a group of diverse thinkers to help you with scenario planning. Don’t be afraid to engage
people from outside your business, profession or local environment.
2. Ask yourself and other decision makers in your organization to write down their views about
future developments (typically three to 25 years in the future). Try answering questions such as
the following
     • Which decision do you believe will make or break
         your company in the next few years?
     • When you try to imagine the world several years from
         now, which trends do you most want to know about?
         In this industry? In this location?
     • Which potential developments excite you the most?
3. Gather and analyze trend data.
     • What trends are occurring in your industry?
     • What trends are occurring in your local environment?
     • How have these changed over the past five years?
     • How are they predicted to change?
4. Sketch out the scenarios. These scenarios should be stories
you create. It helps to write them down and give them names. The scenarios are like wind tunnels
for testing strategies. Standard practice includes at least these scenarios:
     • Describe your worst nightmare.
     • Describe a fundamentally different, but better world.
     • Describe a world that is basically the same as the now, but a bit better (or worse).
5. Assess the implications of each scenario
     • How well would your organization perform under each scenario?
     • What would your organization do under each scenario?
     • What steps would you take today? This year? Next year?
     • What fundamentally different choices would you make about where your organization is
         headed?
6. Create signposts for each scenario. How will you know that a particular scenario is coming to
pass? What are the warning signs?
7. Reassess your organization’s vision in light of the scenarios you’ve created. Scenario planning
is not a tool for predicting the future, but for tapping into your intuition and imagination, breaking
from your conventional thinking and – in the end – creating a better organization.

Sources:
“Scenario Planning Reconsidered,” Harvard Management Update, 2006.
“Disciplined Imagination,” by Paul J.H. Schoemaker, International Studies of Management and
Organization, 1997.
“Scenario Planning” by Kerry Tucker, Association Management, 1999.
“A Handbook for Scenario Planning” by Bill Ralston and Ian Wilson, Thompson Publishing, 2006

				
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