brookhaven business advisory council survey 2012

7/31/2019 Brookhaven Business Advisory Council Survey 2012

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Annual Survey o Brookhaven Businesses 201Brookhaven Business Advisory Counc


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Editors

Bruce NewmanBBAC President

Ken Cerini, CPA, CFP, DABFAManaging Partner

Cerini & Associates, LLP

Lisa MG MulliganBrookhaven Director of

Economic Development &

CEO of the Industrial

Development Agency

Michelle Cooper

Dina IsolaBBAC Survey Committee

Associate Editor

Data Collection

Writer

Theresa Weston

Marketing Coordinator

Cerini & Associates, LLP

Pandora Marketing Consultants

Page Layout & Design

Carrie-Anne GonzalezCerini & Associates, LLP

Commercial Designer

Pandora Marketing Consultants

Contributors

Tableo

Contents

DEMOGRAPHICS 4

OPERATIONS 10

STRATEGIC PLANNING 17


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A Wordrombbac

Dear Brookhaven Business Owner,

We are pleased to present the Second Annual Brookhaven Business Advisory Council

(BBAC) Survey of Brookhaven Businesses. The Second Annual Survey, which

received 153 responses, is designed to better understand and gauge the economic status

of businesses in the Town of Brookhaven. The survey was initiated in 2010 as part of

Town Supervisor Mark Leskos broader initiative to improve the climate for businesses

in Brookhaven.

Survey results were collected from a variety of business owners during the months

of October, November, and December 2011. While survey results show that many

businesses are very concerned with the weak economy, healthcare costs, and

rising taxes, there were some favorable indicators for Brookhaven, including an

overwhelming majority of respondents who view Brookhaven as a positive place to do

business.

We extend our sincerest thanks to Brookhaven Supervisor Mark Lesko, for supporting

this publication and for his steadfast commitment to making Brookhaven the place

to do business. We would also like to thank Lisa Mulligan, Director of Brookhaven

Economic Development, and her staff for assisting in the production of this survey,

the staff of Cerini & Associates, LLP who worked to aggregate the data, and Pandora

Marketing Consultants for designing and producing this publication.

We encourage you to take the time to review the survey. It puts into perspective the

challenging environment that businesses face on Long Island while illustrating the

strong optimism present within our business community.

Please feel free to email us at [email protected] or call 631-451-6563 if you have

questions or comments.

The 2012 Brookha

Business Advisory Cou

Annual Surve

Brookhaven Busine

is brought to you

Bruce Newman

BBAC President


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Demographics


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Brookhaven Survey 2012

Type o Organization

We obtained responses from a large cross section of businesses

throughout Brookhaven. The largest number of responses (54%)

came from service providers, which included accountants, attorneys,

advisors, etc. This was followed by other (28%) and retail (7%).

Other principally represented nonprot organizations and healthcare

providers.

Number o Employees (Full-Time Equivalen

Consistent with last years results, the level of staff emplo

by Brookhaven businesses is relative to the overall size of To

businesses. The largest segment of businesses employed betw

1 and 10 employees (59% of respondents), with the second larg

segment (22%) having no employees. Zero employee businesses w

generally represented by small retail stores and nonprot organizati

with unpaid volunteers. Conversely, 8% of respondents had over

employees.

Revenue or 2011 as Compared to 2010

Forty percent of businesses responded that they anticipated an

increase in revenue for 2011 as compared to 2010, which is 9% lowerthan last years results. There was a slight increase in respondents

anticipating no change in revenue (35%) versus last year (28%), with

25% anticipating a decrease, which is consistent with last years 23%.


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6 Brookhaven Survey 2012

Size o Business by Revenue

Revenue from Brookhaven businesses was fairly consistent with 2010 levels. This years results show that 41% of all respondents genera

under $100,000 in gross revenue as compared to 38% for last year. The next largest segment was organizations generating between $100,0

and $499,999 (23%) in revenue, which is in line with last years results.

Size o Projected Revenue Increase or 2011 as Compared to 20

Of the respondents projecting an increase in revenue, 39% expect an increase of up to 5%, with another 26% projecting increases between

6% and 10%. Interestingly, the number of businesses anticipating a 16-25% increase in revenue for 2011 nearly doubled to 17% over the

previous year.


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Size o Projected Revenue Decrease or 2011 as Compared to 20

The majority of respondents that anticipate a decline in revenue for 2011 expect decreases of between 6% and 10% (32% of responden

which was an improvement over last years results, where the majority anticipated decreases between 11% and 15%. This is followed by 2

of respondents anticipating a decrease of over 25%, which is signicantly higher than last years results, where only 7% anticipated suc

decrease.

Change in Number o Customers Served in 2011 rom 2010

Results for number of customers served remained consistent with

year, with 38% of businesses responding that they served the sa

number of customers (44% during 2010).


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Increase in Number o Customers

Of the respondents seeing an increase in customers served, most (43%) saw an increase by 1% to 5%, with 26% of respondents seeing an

increase between 6% and 10%. On a combined basis, these two categories (69% of respondents) expected an increase in customers of up to

10% vs. the previous year when 61% of respondents expected a similar increase.

Decrease in Number o Custome

Of the respondents reporting a decrease in customers served, 23% saw a decrease by over 25%. The majority of respondents (40%) sa

decrease between 1% and 10% of customers, which is an improvement over the previous year when 46% of respondents anticipated a sim

decline in their customer base.



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Does the Owner or President Reside in Brookhave

Location o Customers

With many Brookhaven businesses employing a small num

of employees, it is not surprising that 82% of business own

reside in the Town. This represents a modest increase from

years results (74%).

As Long Island is comprised of a signicant number of smaller businesses, it seems reasonable that approximately 30% of these organizati

conduct business only on Long Island. Another 18% of respondents reported that they conducted business solely in Suffolk County, and 1

also indicated that they conducted business exclusively in Brookhaven. Brookhaven business owners also continue to pursue business activi

beyond their immediate region, with 17% providing services nationally and 10% to international markets.


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Operations


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Anticipated Pay Rais

Overall Plan to H

The majority of businesses in Brookhaven anticipate not giving their staff a raise in 2012 (66% of respondents), which is 12% higher th

last years results. For those businesses providing raises, the most anticipated raises for 2012 are expected to be between 3% and 4% (15%

respondents), followed by projected raises of between 1% and 2%. None of the respondents anticipated giving a raise over 10%. One bright s

came from a reduction in the number of businesses that anticipated a decrease in employee pay. Only one percent of respondents projecte

decrease in pay.

For many business owners, the turbulent economy continues

impact their condence in hiring additional staff. Sixty-seven perc

of respondents do not anticipate hiring new staff in 2012, wh

represents an increase of 9% over last years results.

Projected Layos

Although many organizations do not anticipate pay increases or

new hires over the next 6-12 months, the vast majority (89%) of

respondents do not project staff layoffs. This is similar to last years

survey, which showed that 92% of respondents project no layoffs.


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Levels o Anticipated Hiring Levels

Of those organizations that do anticipate hiring, 64% of respondents plan to increase their staff by up to 5%, which is a signicant improvem

from 2010, when only 48% of respondents anticipated similar hiring levels.

Levels o Anticipated Layos

Of the 11% of businesses that responded that anticipate layoffs, results show that 54% of the respondents expect layoffs of up to 5%, whi

31% of respondents anticipate layoffs of over 25%. Responses indicate a positive shift toward lower levels of layoffs over 2010 when 37%

respondents anticipated layoffs of over 25%.


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Full-Time Jobs Added in 20

Full-Time Jobs Added in 2010

Results were fairly consistent for jobs added in 20

and 2010, with a mean of 75% of respondents n

hiring any full time staff in 2009 and 2010.

Projected full time job hirings by 79% of businesses

in 2011 is fairly consistent with the prior two yearsmean level of 75%.

Full-Time Jobs Anticipated or Year-End 20


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Part-Time Jobs Added in 2009

Part-Time Jobs Added in 20

The number of part-time jobs added in 2009 and 2010 were fa

consistent year to year, with an average of 73% adding no part-t

staff and a mean of 22.5% adding 1 to 5 part time staff. In b

2009 and 2010, no respondents indicated adding between 11 and

part t ime staff. In both years, one percent of respondents indica

adding over 20 part-time employees.

Anticipated Part-Time Jobs or Year-End 2011

For 2011, estimates remained fairly consistent with prior years, with

78% of respondents indicating they did not anticipate adding any

additional part-time hires to their staff and 18% adding between 1

and 5 employees.


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Do You Plan to Keep your Business in the Town o Brookhaven?

Use o Social Media or Marketing Strategies

In spite of the tough economy, 94% of respondents were optimisti

about keeping their businesses in Brookhaven. This is 13% highe

than last years results.

Businesses continue to place an emphasis on marketing through the Internet, including use of their website, outside vendors, and social media

Most of Brookhaven businesses (83%) responding to the survey are utilizing some form of social media. Most businesses are using Facebook

(25%) and LinkedIn (20%) to communicate with their market, which is consistent with preferences reported by businesses in the prior year.

Other primarily consisted of e-marketing campaigns through platforms such as Constant Contact, Google Ads, and utilizing Search Engine

Optimization rms.


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Business Conducted on the Internet

With a majority of survey respondents providing their products and services primarily to the Long Island community, it is not surprising

most business is still conducted face-to-face. The majority of respondents (62%) are conducting less than 10% of their business online, wh

is consistent with the responses from 2010.


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STRATEGIC PLANNING


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Top Concern or Business Owners

Is Brookhaven a Positive Location or Busines

While taxes and government regulation are often cited as the m

impediment to local business, surpr isingly the majority of responde

were most concerned with the weak economy (43%) and healthc

costs (24%) negatively impacting their business. Sales were deem

to be the next major concern by 15% of respondents, followed

taxes (10%), permits and ordinances (6%), and labor costs (2%).

An overwhelming majority of respondents (81%) believe that

Brookhaven is a positive location for business. Only 19% of respondents

cited varying difculties in rising taxes, high cost of living, the

unemployment rate, and overall economic climate. These ndings are

consistent with the results from 2010, which found that over 80% of

businesses saw Brookhaven as a positive place to operate.


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Confdence Rating Regarding the National Economy

Respondents were asked on a scale of 1 to 10, 1 being negative and 10 being positive, what their satisfaction rating was regarding the

National Economy. With the majority (76%) giving a neutral to negative vote in overall condence, only 1% felt positive about the nationa

economy, whereas 12% gave a negative condence rating of 1. The results indicate a four-fold increase in the number of respondents

from 2010 that gave the national economy a negative rating. The average condence rating for the national economy was 4.08, the lowes

economic ranking out of the three geographic areas covered in the survey. This is down from a 4.78 condence level reected in last year

results.


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Confdence Rating Regarding the Long Island Economy

Sixty-nine percent of the Brookhaven business respondents felt neutral to negative in their condence of the Long Island economy,

with 24% ranking the economy at a ve. Zero respondents felt condent in the economy being a completely positive environment,

while 8% marked their condence rating at 1. The average condence rating of the respondents was 4.59, which is below last years

level of 5.17.


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Confdence Rating Regarding the Town o Brookhaven Economy

The majority of businesses (61%) felt neutral to positive about Brookhaven being a positive place for doing business. The remainin

respondents (39%) rated Brookhaven between 1 and 4. Again, results were directly related to concerns regarding the unemployment rate

cost of living, and tax structure of Long Island. The average satisfaction rating for respondents doing business in Brookhaven was 4.83

which is down from last years 5.41 level.


View o Leading Market Indicato

Forty-four percent of businesses anticipate that the leading mark

indices will remain at for 2012, while 27% anticipated a decrea


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Real Estate Prices on Long Island

Reecting on-going concerns about the local and national

economy, most Brookhaven businesses anticipate that real

estate prices will remain at on Long Island. While 27%

anticipate decreases, only 16% anticipate an increase.



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The Brookhaven Business Advisory Council Annual Survey of

Brookhaven Businesses is made possible through the collaborative

efforts of the Town of Brookhaven and business leaders noted below.

TOWN OF BROOKHAVEN

SupervisorMark Lesko

Council MembersSteve Fiore-Rosenfeld District 1

Jane Bonner District 2

Kathleen Walsh District 3

Constance Kepert District 4

Timothy P. Mazzei District 5

Daniel Panico District 6

Town ClerkPatricia Eddington

Highway SuperintendentJohn Rouse

Receiver o Taxes

Louis Marcoccia

TOWN OF BROOKHAVEN BUSINESS

ADVISORY COUNCIL

PresidentBruce Newman

Principal, Pipeline LLC

SecretaryKevin McCormack

CFO, Raw Energy

TreasurerFran Ericsson

Business Banking Relationship Manager, Citibank, N.A

Town LiaisonLisa MG Mulligan

Director of Economic Development &

CEO of the Industrial Development Agency

BBAC Council MembersAnthony Attina

Anthony Attina, CPA, PC

Brian Cohen

President, Strategies of Success

Dina Isola

President, Real$martica, Inc.

Eliatt Di LietoPartner, Cerini & Associates, LLP

Elizabeth Mala

Coordinator, Miller Business Resource Center at The Middle Country

Public Library

Gloria H. Glowacki

Associate Director, Small Business Development Center - Stony Brook

Henry Bramwell

President, Visionary Graphics

Jill Clough-Johnston

Small Business Liaison Ofcer, Brookhaven National Laboratory

Jim Guma

Director of Operations, D. James Marketing Corp.

Joann Dobrowolski

Principal, YPI Consultants, LLC

John Heimmer

Ceo, Partech, LLC

John Mallano

Lender Relations Specialist

U.S. Small Business Administration

Joseph N. Campolo, Esq.

Managing Partner, Campolo, Middleton & McCormick, LLP

Keith Miller

Relationship Manager, Business Services

Suffolk Federal Credit Union

Michael Dickson

Michael T. Dickson, CPA, PC

Michelle Cooper

Contract Specialist, Brookhaven National Laboratory

Reeni Brill

Publisher, Passport Publications of Long Island

Robert Larson

Vice President, Suffolk County National Bank

Ronni Rosen

Senior Business Advisor & Workshop Coordinator, Small Business Developmen

Center - Stony Brook

Salvatore Incardona

Vice President, J.P. Morgan Chase

Shirley Singletary

President, Greater Gordon Heights Chamber of Commerce; and

Search World, Inc.

Susan Petrosino-Reid

Director of Small Business Consulting Services, CDC of Long Island

Thomas Peterson

President, Splash Social Marketing

PRODUCTION ASSISTANCEJocelyn Brinka

Annmarie Hallock

Vicky Minaudo

Jo-Ann Stefan

Marge KeddyTown of Brookhaven Economic Development

For questions regarding this survey, please email the Brookhaven Busin

Advisory Council at [email protected], visit our website at

www.brookhavenbac.org or call 631-451-6563.


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Survey and Results Booklet Designed and Produced by Cerini & Associates, LLP

i j i i h P d M k i C l

The Brookhaven Business Advisory Council2012 Annual Survey of Brookhaven Businesses

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