westoaklandced.berkeley.edu/downloads/gallery/incity/su13/incity... · 2013-10-03 · west oakland...
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West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW
TheWestOaklandEnvironmentalIndicatorsProjectisacommunity-basedenvironmentaljusticeorganizationthatseeks to build local leadershipamongresidents.TheW.O.E.I.P.intendstodevelopabusinessincubatorat16667th Street to servetheneedsofWestOaklandresidentsas part of a comprehensive redevelopment and economic revitalization plan.
INTROdUCTION
• supportscommunityownershipofcommercialrevitalizationinWestOakland
• PromotesWestOakland’sentrepreneurialcharacter
• GeneratesandretainscapitalwithinWestOakland
III.significance
• surveys
• Interviews
• demographicandbusinessdatacollection
• ResearchbusinessincubatorprecedentsandWestOaklandhistoricalcontext
II.Methods
• developabusinessplanforamixed-retailbusinessincubator
• Createabusinesscurriculumforincubatorclients
• designtheinfrastructureforthebusinessincubator
I.Goal
? 1
2
3
WestOaklandisanisolateddistrictintheBayArea,cutoffbythePortofOaklandandsurroundedbyhighwaysandmasstransit.smallingeographicsize,culturally-diverse,andthelastB.A.R.T.stationfromtheEastBaytosanFrancisco,WestOaklandhastheopportunitytodevelopaclose-knitcommunityandarobusteconomy.
16667th Street
W.O.E.I.P.
B.A.R.T.WestOaklandstation
Proposeddevelopmentsite
Communityorganizationworkingonproject
LocalInnovators
LocalEntrepreneurs
LocalEnterprises
LocalIndustries
LocalEconomy
CapitalRegeneration
0 1Miles
Arts Retail Eateries
West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW
ConsideringtheexistingassetsandconditionsofWestOaklandiscriticaltoestablishingasuccessfuleconomicrevitalizationplan.Theseunique assets can provide an opportunity for equitable future development.ThroughexaminingtheeconomicenvironmentofWestOakland,wecanassesstheviabilityofabusinessincubator.
WEsTOAKLANdBUsINEssANALYsIs
Assets&ExistingConditions
81%ofemployedWestOaklandresidentscommutetojobsoutsideofOakland
76%ofworkersemployedinWestOaklandliveoutsideofOakland
WestOaklandNewBusinessessince2007
smallBusinessAssistanceProgramsinOakland
Community-BasedOrganizationsinWestOakland
7th St
Man
dela
Pkw
yPera
lta
Cam
pbel
l
17 38
Assets&ExistingConditions
Opportunity
• Misalignmentofavailablejobsandresidentlaborskills
• developlaborskills• HelpentrepreneursstartbusinessesinWestOaklandandencouragetohirelocally
Assets&ExistingConditions
Opportunity
• ProximitytoB.A.R.T.• Unusedlotsandstorefronts
• Transit-orienteddevelopment• Potentialcommercialspaceforincubatorgraduates
Assets&ExistingConditions
Opportunity
• diversenonprofitsector• substantialbusinesssupportservices
• developcollaborativepartnershipswithactivecommunity-basedorganizations
Assets&ExistingConditions
Opportunity
• strongindustrialartscenter
• MarketWestOakland’suniqueartisticidentity• supporttheprofessionalizationoflocalartists
Assets&ExistingConditions
Opportunity
• Cultureofentrepreneurship
• Transitioninformalbusinessesintoformalbusinesses
• Helplocalstart-upsbecomestablebusinesses
WestOaklandspecificPlanEquitabledevelopmentstrategy:ExistingConditions&Initialstrategicdirections,2013
WestOaklandspecificPlanEquitabledevelopmentstrategy:ExistingConditions&Initialstrategicdirections,2013
InformationprovidedbyMargotPrado,CityofOaklandOfficeofEconomicandWorkforcedevelopment
Americansteelstudios.com
WestOaklandspecificPlanEquitabledevelopmentstrategy:ExistingConditions&Initialstrategicdirections,2013
HomeBeautysalon
WestOaklandEmploymentTransitFlow
seventhstreetCorridor
16667th St.Transitstation
IndustrialArts
West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW
Global&NationalPrecedents
Local&RegionalPrecedents
BUsINEssINCUBATORPRECEdENTs
Business incubatorsareprogramsdesignedtosupport the successful development of small businessesthroughanarray of resources and services.Byprovidingentrepreneurswithservicessuchasfinancemanagementandmarketingeducation,businessincubatorshelp local residents develop vibrant local economies.ThefollowingincubatorprecedentsexistincommunitieswithsimilarbackgroundsordynamicsasWestOakland.
Afro-BrazilianIncubator,Brazil
• Culture-specific
• Remoteassistance
• Freeservices
NationaldesignBusinessIncubator,India• Three-yeartaxexemption
• sliding-scaleregistrationcost
• Legalservices
NewOrleansHealingCenter,UsA
• Intendedtobringdiverseneighborhoodtogetherforfrequent,positiveinteraction
• Allbusinessesfocusonhealing
LaCocina,sanFrancisco• specializationinfoodindustry
• Noon-siteretail
• Focusonlow-incomewomenandimmigrants
• sharedproductionspace
• Offersfoodbusinessworkshopstoclientsandthegeneralpublic
• Fundedbyfoundations,governmentprograms,andretailsales
TemescalAlley,Oakland• Mixed-useretail
• Highlycuratedbylandlord
• Organicnetworking
• smallon-siteproductionmixesstudioandretailspace
• Focusesonartanddesignwithinproductsandservices
Popuphood,Oakland• Onlinemarketing
• six-monthwindowofgrowthwithoutrent
• Leasemanagementonbehalfofsmallbusinesses
• Usingnewretailtopromotepedestriantraffic,enhancedsafety,andanindependentlocaleconomy
SFGateAlbertLaw,SFWeekly
NationaldesignBusinessIncubatorAfro-BrazilianIncubator AmericanBooksellersAssociation
Lessons1.Funding 2.diverseretail 3.FlexibleandinclusiveMultiplefundingsourcesprovidecontinuityandstability.
Variousproductsandservicesdrawinmorecustomersandpreventclientcompetition.
Fostercollaborativeandsharedexperience.
West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW
WestOaklandisaprioritydevelopmentareabecauseofitspotentialfortransit-orienteddevelopment.TheWestOaklandspecificPlanwasdesigned with T.I.G.E.R.2 funding to market West Oakland’s assets and mitigate residential displacement.Thefundamentalprinciples of a business incubator help actualize the goals of the W.O.S.P.AligningthebusinessincubatorwiththeW.O.s.P.willbetterpositionitforbroadfundingopportunities.
THEWEsTOAKLANdsPECIFICPLAN
NavigatingTheW.O.s.P.
NavigatingtheBusinessIncubator
Challeng
esOppor
tunities
Challeng
esOppor
tunities
Funding displacementRevenue
Branding Viability BusinessExperience
$• Alignwithzoningandpermitguidelinestoapplyforregionalfunding(e.g..,OBAG)
• Cultivatemarketingstrategiestoattractothersourcesoffunding(e.g..,KivaZipandEtsymicro-lending)
• Incorporateincubatorasnonprofitandattractfundingthroughcrowd-sourcing
• Incubatorclientsincorporateasfor-profitsoretailcontributestolocaltaxrevenue
• CreatelocalbusinessesthathireWestOaklandresidents
• Cultivatelocalbusinessalliances
• GenerateeconomiccapitalamongpeoplewholiveandworkinWestOaklandtokeeprevenuelocal
• developauniqueidentityforWestOakland
• drawinoutsidecustomerswhileattractingcommunitycommercialdemand
• Createastrongphysicalandonlinepresencethatembodiesthecollectivevoiceofcommunity
• Communityparticipationinthedevelopmentprocessensuresincubatorrepresentscommunity
• Multiplesourcesoffundingandeventualfinancialself-sustainability
• definedmentorshiproleswithinthebusinessincubatorbuildclienttrustandself-esteem
• Anincubatormentor’scommitmenttotheclientreducesdropoutrates
• Thebusinessincubatorshouldbelocally-andculturally-drivenandshouldaddressdisplacement,revenue,andfundingtoalignwiththeframeworkoftheW.O.s.P.andattractfuturefundingopportunities.
• Thebusinessincubatormustappealtodifferentstakeholders’priorities.
• Branding,viability,andbusinessexperiencetietogethercommunity,city,andinvestordemands.
LearningFromTheW.O.s.P.&Incubation
$
West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW
Inordertoreceivefunding,abusinessincubatorneedstohaveacomprehensivebusinessplan.Ultimately,the success of the business incubator hinges upon a well-designed business plan.Thebusinessplanshouldincludeanexecutivesummary,governanceandstaffingdescriptions,amarketingandpublicrelationsstrategy,clientselectionandservices,andawaytomeasureimpact.
Executivesummary
Governance&staffing
Budget&Finance
Marketing&PublicRelations
Clientselection&services
MeasuringImpact
• Board of Directors • diversearrayofbackgroundsandconnections •RepresenttheWestOaklandcommunity
• Staff selection • Prioritizetheclient’sneeds
• MissionWestOaklandInc.isanonprofitbusinessincubatorconsistingofcommunityleaders,investors,andentrepreneurscommittedtoWestOakland’seconomicdevelopment.Byprovidinglow-costspace,mentorship,andbusinesseducationservicestoaspiringWestOaklandentrepreneurs,weseektodevelopbusinessandcommunityleadershipthatreinvestsinWestOakland.Ourvisionisavibrant,self-sustainingWestOaklandthatiscommittedtomaintainingitsculturalroots.
• Funding • Fundingfrommultiplesources(e.g..,governmentprograms,foundationgrants,financialsponsors,crowdsourcing,communitydevelopmentfinancialinstitutions)
• Self-sustainability • Generaterevenuefromclientrent,servicefees,andworkshops
• Methods • Conventional(e.g..,Op-eds,letterstotheeditor,pressreleases)• Innovative(e.g..,blogs,socialmedia,communityevents)
• Highlight the client • Publicgainsaclearunderstandingofthepurposeandoperationsoftheincubator
• Client selection • Evaluateaclient’smanagementskills,entrepreneurialdrive,andproductmarketability• FilterbylocationtoselectWestOaklandresidents
• Service providers • separatefrompaidstaff •Pro-bonoorreducedrateservices
• Services offered • Basicbusinessmanagementskills(e.g..,marketing,technologycounseling,financialmanagement)• Addressclientspecificneeds(e.g..,foodpermits,copyrightandtrademarkexpert)
• Client growth • Regularcontactensuresclientsaremeetingtargetsinareasonabletime-frame
• Graduation • Evaluategraduationratesandfollowupwithgraduatesforrevenueandhiringstatistics
BUsINEssPLANFORINCUBATOR
Who
What How
$
RepresentationfromtheWestOaklandcommunitybuildstrust,legitimacy,andsharedexperience.
steadyfundingisnecessaryforthebusinessincubatortobeasourceofstabilityinWestOakland.
CreatingauniqueidentitywillbringoutsiderevenuetoWestOaklandbusinessesintheincubator.
ProvidingaffordableservicesallowsWestOaklandentrepreneurstostartsuccessfullocalbusinesses.
successfulgraduatesareencouragedtosetuptheirbusinessesinWestOaklandandhirelocalresidents.
West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW CLIENTCURRICULUM
Thecurriculumwillbeapowerfultoolforfosteringanenvironmentthatallowsparticipantstopursuetheirdreamsoforganizingandoperatingabusinessventure.Itshouldbewell-structuredandcoordinatedforparticipantstofeelfullyinvestedandcommitted.Thecurriculum should address all aspects of the individual, combining knowledge with confidence-building actions, as well as the development of life skills associated with entrepreneurship.
Knowledge
Access
Actions
Capability
Creativity
I.Application&Enrollment
II.BuildskillsForself-Employm
ent
III.developClientBusinessPlan
IV.B
uildBus
inessAn
dsu
staina
bilit
y
GoalsOutreachtopotentialsuitableapplicants
Balanceclientmix
ComponentsOrientationworkshop
Applicationprocess
AchievementsCommitmentandcollaborationagreements
Accountabilitybetweenclientandprogram
Goalsdevelopclientbusiness
plan
ComponentsWorkwithserviceproviderstosecure
fundingforclientbusiness
shadowprofessionalsinindustryrelatedtoclientbusiness
AchievementsCompleterequiredhoursofshadowing
professional
securefundingtoimplementbusinessplan
GoalsAddressclientneedfor
information,inspiration,advice,andsupport
Clientbuildstrustwithstaff
ComponentsAstructuredcoursealternatingclassroomsessionswithprivateconsultationsbetween
clientandtrainer
Menuofoptionalworkshops
AchievementsCreateactionplanwithmentor
Goalssustainfunding
Transferclient’sbusinessplanfromideatoretailspace
developpost-incubatorplan
ComponentsNetworkwithotherincubatorclientsand
industryprofessionals
Accesstoaffordableretailspace
AchievementsClientcanself-managebusiness
Businessisfinanciallyself-sufficient
RoleOfTrainers
Rangeofcoachingrolesabletoconnectwithclients
setthetonetoestablishclientmomentumandinvestmentintheincubatorprogram
Retailspace
Low-riskenvironmenttogainretailexperienceand
confidence
Enhancescollaborativeworkingenvironment
Micro-Finance
Helpborrowerswholackcollateral,steady
employment,oraverifiablecredithistory
Networkofdonorswhoinvestinprojects
RegenerationIncubator graduates moveintomore
permanentretailspaceandhireemployees
Graduated businesses reinvestinthecommunity
andtheincubator
West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW BUsINEssINCUBATORdEsIGN
ThebuildingblocksofthedesignforWestOaklandInc.takeinspiration from both the physical character of the neighborhoodaswellasthedrivetogive durable objects a second life.Inadditiontoadaptivereuse,thedesignfortheincubatorisalsoaboutshared space, linking interior and exterior, and ultimately, fostering the relationship between space and personal growth.
7thstreet
Campbe
llstreet
EstimatedCost:$15/squarefoot
EstimatedCost:$3,000/Container(20’)
EstimatedCost:$160/squarefoot
EstimatedCost:$50,000fora~2,500squarefootpavilion EstimatedCost:
$1-$2/pallet
GranaryRow,saltLakeCity,Artrick
somastrEATFoodPark,TablehoppershippingPallet,The Improvised Life
BrooklynGrange, Midwest Laboratories Blog
BrickWall,The Independent
AdaptiveReuse• Usedshippingcontainers• shippingpallets• PortofOakland• Convenienceandcharacter
sharedspace• Interiorco-workingspace• Motivationalenvironment• Networkingandflowofideas• Rooftopcommunitygarden
Indoor/Outdoor• Outdoorretailvillage• Pavilionseatingarea• Aplaceforcommunitytogather
APlaceforPersonalGrowth• Mentoringspace• Low-riskretailenvironment• Gradualindependence
Exterior
Interior100’
80’
West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi
RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns
EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW FINdINGs
ImplementationConsiderations
BeRespectful,BeBold
MarketAnalysis• Assesscostofspace
• determineindustryrevenueofpotentialincubatorclientbusinessesandaffordabilityofincubatorspaceandserviceprices
Branding• Makesureincubator’spurposematchesitsmarketingstrategy
• Buildauniqueidentitytoattractoutsidecustomers
• ReflectthelocalidentitytokeeptheincubatorgroundedinWestOakland’sroots
HireLocally• FilterforWestOaklandzipcodesorcensustracts
• Encourageincubatorbusinessestohirebasedonemployeeworkexperienceratherthaneducationdegreeattainment
TaxIncentives• EncouragelocalhiringandthestartupofsmallbusinessesinWestOaklandthroughtaxpolicy
• Reducegreenhousegasemissionswithtransitcheckstomotivateemployeestobikeorusepublictransit
staffsupport• ConsiderhiringanAmeriCorpsVistatohelprecruitincubatorclients,adjustcurriculumasneeded,andformpartnerships
• developabaseoftrainedandcommittedvolunteers
UnusedLandAndstorefronts• Considerusingasfuturesitesforgraduatebusinesses
• Howdowedetermineifclientsareabletoworkcollaboratively?
• Howdoweincorporatetheincubatorasanonprofitentityandtheincubator’sclientbusinessesasfor-profitentities?
• Howcanwepromotebothcommunityandeconomicgrowth?Howcantheincubatorbenefitpeoplewhoarenotclients?
• Asincubatorclientsgenerateeconomiccapital,howcanweencouragelocalphilanthropism?
• HowdowetapintothecultureofentrepreneurshipinWestOaklandwithoutvilifyingtheinformaleconomy?
ConsideringWestOakland’scontextiscentraltodevelopingasuccessfulbusinessincubatorthatgeneratesequitableeconomicdevelopment.HavingexaminedWestOakland’sexistingconditions,incubatorprecedents,andtheWestOaklandspecificPlan,wehavedevelopedabusinessplanfortheincubator,acurriculumfortheincubatorclients,andadesignfortheincubator.Wemustconstantlyrevisit these plans with the following points and questions in mind.