small business saturday 2013

8/13/2019 Small Business Saturday 2013

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BY SUZANNE CASSIDYStaff Writer

[email protected]

When Melissa Palermo-Sperowas in high school, she and herfather were among those whoprotested against the building of aWalmart Supercenter in Ephrata.

I was all about fight the pow-er, and standing up to them, sherecalled, noting that she thoughtWalmart would be detrimental toour downtown.

The Ephrata Walmart opened in1999 at Routes 322 and 222, east ofthe borough.

Three years before, a WalmartSupercenter opened on LincolnHighway East, in East LampeterTownship.

Lancaster Countys thirdWalmart opened in 2003 on Fruit-ville Pike in Manheim Township.

The arrival of Walmart storesin this county was thought to spelldoom for small businesses.

But 10 years on, the verdict onthe so-called Walmart effecthere is mixed.

Tom Baldrige, president of TheLancaster Chamber of Commerce& Industry, said Walmarts arrivalhas not been the death knell tosmall businesses and small towns

that people had predicted.While there is no doubt some

small businesses felt the pain ofthe competition, Baldrige said,others doubled up their efforts onpricing, put emphasis on customerservice and found a niche with amore unique product line.

As for the fears that Walmartwas going to empty our smalltowns, one has to look no furtherthan the success of the City of Lan-caster and the boroughs of Lititz,Ephrata, Mount Joy, Manheimand Elizabethtown to see that theyhave all managed to develop theirown uniqueness quite nicely and,arguably, are seeing more activitytoday than a decade ago.

The Manheim Township andEast Lampeter Township Walmart

stores are members of The Lan-

caster Chamber.The Ephrata store belongs to the

Ephrata Area Chamber.Palermo-Spero now owns The

Fun-est Toy Store Ever! in Ephrata.She opened her store in 2006.

Its housed in the East Main Streetbuilding formerly occupied by Spre-cher Hardware, which closed a yearafter Walmart came to Ephrata.

Dave Sprecher told LancasterNewspapers in 2005 that big-boxstores had doomed his business.

Had the store not faced compe-tition from giant retailers, Sprech-er said, we probably would havebeen able to hang on.

Palermo-Speros business hasflourished it was named one ofthe five best toy stores in the Unit-

ed States by a travel website.

But she said Walmart has sortof divided the clientele. Walmartsmain customer is very dollar-con-scious, she said.

For others, she said, Walmart isa necessary evil almost. ... Theylldo as little shopping as they canthere, but still frequent the peoplethey have a relationship with.

She said she has won customersby doing the things we do best creating relationships, certainlyoffering assistance, advice andknowledge. ... God help you if youneed some personal assistance at abig-box store. Youre just not goingto get it.

Changing marketplaceDespite the success of her own

store, Palermo-Spero said she

thinks that some of the fears sheand others had about Walmarts im-pact on Ephratas downtown havebeen realized.

If there were no Walmart, ifyou needed X, Y and Z, you wouldgo to the stores that sold that. Youwouldnt go to that one-stop shop.

People will complain aboutparking in downtown Ephrata, shesaid, and then go to Walmart andpark what feels like a mile awayfrom the stores entrance.

I think people forget that whenpeople spend money at Walmart,its leaving the area, Palermo-Spe-ro said. Its going to Arkansas.

Wal-Mart Stores Inc. is based inBentonville, Ark.

According to the Retail Mer-

chants Association, 45 cents of ev-ery dollar spent at a local businessis reinvested locally.

Small businesses now have tocompete against not only big-boxstores such as Walmart and Target,but against Amazon and other on-line retailers.

But Walmart often is singled outbecause of the pressure it puts onits suppliers to produce goods at alower price.

As the worlds largest retailer,Wal-Mart Stores Inc. has tremen-

dous buying power, said JeffreyPodoshen, associate professor andchair of business organizations andsociety at Franklin & Marshall Col-lege.

Its Wal-Marts way or the high-way if you want to be a supplier toWal-Mart, Podoshen said.

Small mom-and-pop stores donthave anywhere near the power in themarketplace, he added. If youre amom-and-pop retailer in Ephrata,Lititz, or Lancaster, youre going tohave to differentiate yourself andprovide what Walmart doesnt pro-vide service or high quality.

No ones going to out-WalmartWalmart, Podoshen said.

Businesses, including family-owned pharmacies and mom-and-

pop grocery stores, that sell the sameproducts as Walmart will find it hardto compete, the professor said.

For instance, Podoshen said,hes heard from a number of sourc-es that the mammoth retailer sellsroughly a quarter to a third of alltoothpaste sold in America. Wal-Mart doesnt divulge sales num-bers for specific product lines.

Specialty stores, and stores thatsell local products, have a betterchance of surviving, he said.

Podoshen said people dontoften recognize the effects thatWalmart has on our communities.

Keys to competing Wal-Mart spokesman William

Wertz acknowledged there is usu-

Small marts stand up to Walmart

CMY E 1

TU ESD AY, NOVEMB ER 26, 2013, LA NCA STER, P A .

Local Small Business E

I N T E L L I G E N C E R J O U R N A L / L A N C A S T E R N EW E R A

A PREVIEW FOR

SMALLBUSINESS

SATURDAY:NOV.30

BY RYAN MELLONStaff Writer

[email protected]

Without the advent of socialmedia, James Futty said he wouldbe promoting the old fashionedway.

The co-owner of The Fridge,a craft beer, bottle shop and flat-bread pizza cafe, said hed be re-lying on mailings, print media andword of mouth.

Instead, Futty and other smallbusiness owners have turned tosocial media as a fast, simple wayto engage existing and potentialcustomers.

After utilizing the mostly freetools for about two years, we re-ally have our finger on the pulse ofhow to interact with the public,said Futty.

Futty is among the many busi-

Connecting online:Social media getword to customers

BY CHAD UMBLEStaff Writer

[email protected]

Every business seeks a niche,its own specific combination ofproducts and services that can setit apart.

However, by offering some-thing unique or hard to find, some

companies practically create amarketplace all their own, too.Four such local small business-

es provide some examples and les-sons for how to succeed by finding,then exploiting, a niche.

When you have a niche, youhave to do it well, said Don Long,an owner of New Holland ChurchFurniture.

You have to be consistent, un-derstand your business and do itwell every time.

While the market for productsor services such as church fur-niture, pipe organ repairs, kickscooters or pipe-fitting elbowsmay be limited, local companieshave carved out successful busi-nesses selling them.

Long said New Holland Church

Furniture, which began in 1919as a millwork operation, has beenable to expand even as it has in-creasingly limited the kind ofwork it does.

While it made its first pews inthe 1950s, the firm continued doingcustom millwork for homes.

But 10 years ago, the 50-em-ployee New Holland firm stoppedmaking anything but church furni-ture, a move that shrank its base ofpotential customers.

Obviously, as you might ex-pect, the church furniture marketis quite small, Long said.

Furthermore, while the firmnow sells only church furniture,its biggest selling point is a veryspecific kind of church furniture:the radius pew, a long, continuous

pew that is arced to fit the contoursof any sanctuary.

We felt there was a niche thereto replace radius pews, and no-

Finding success in a nicheThese businesses develop a marketplace for their services

Andy Blackburn/Staff

Marty Heisey / Staff

Suzette Wenger / Staff

Owner Melissa Palermo-Spero stands among the offerings of The Fun-est Toy Store in Ephrata.

The Fridge owners James Futty, left, and Kevin Brown look at aFacebook page they use to promote their business.

Larry Pruett, president of Columbia Organ Works, is flanked byemployees Ian Felpel, left, and Kirk Garner, right, in front of an organthey helped restore at St. Peters Roman Catholic Church in Columbia.

Local stores show they can hold their own with the right products, service

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As a Lancaster County consumer, you are a key part in helping our small businesses thrive. By shopping or diningat one of our small businesses this November 30th, youre showing your support for all the small communitiesaround you. This means you could be helping local entrepreneurs offer more jobs, which in turn invigorate theeconomy. Last year, over 100 million people came out to shop at independently-owned small businesses on thatday. This year, go out and support your favorite small business and search for savings on unique merchandisewhile experiencing spectacular service a cornerstone of many small businesses.

Its simple! Shop or dine at the local small businesses in this section. Your support will help to create jobs, powerthe economy and invigorate our communities. And thats what makes Small Business Saturday a success.

Small Business Saturday is the Saturday after Thanksgiving and it sits between Black Friday and Cyber Monday.This year, it falls on November 30th.

Business Address Town Zip

AAA CENTRAL PENN 804 ESTELLE DRIVE LANCASTER 17601

AAA VACUUM AND SEWING CENTER 1357 FRUITVILLE PK LANCASTER 17601

AMERICAN FLAG SHOPPE 2124 OLD LANCASTER PK REINHOLDS 17569

BR BOOKS 1933 FRUITVILLE PK LANCASTER 17601

BRENDEES IRISH PUB 449 WEST LEMON ST LANCASTER 17603

BREWERS OUTLET 111 BUTLER AVE LANCASTER 17601

BREWERS OUTLET 1240 MILLERSVILLE PK LANCASTER 17603

BREWERS OUTLET 1948 LINCOLN HWY EAST LANCASTER 17602

BRIGHTON AT KITCHEN KETTLE 3529 OLD PHILADELPHIA PK INTERCOURSE 17534

CASH AND CARRY ELECTRIC SUPPLY 306 SOUTH HESS ST QUARRYVILLE 17566

CENTRAL MARKET 23 NORTH MARKET ST LANCASTER 17603

CHOO CHOO NUTS 444 EAST ROSEVILLE RD LANCASTER 17601

CLEMINTINES 25 E MAIN ST LITITZ 17543

COMMUNITY OF OASIS @ BIRD IN HAND 60 N RONKS RD, SUITE J RONKS 17572

CONSIGNMENT WORKS 1353 FRUITVILLE PK LANCASTER 17601

DISCOUNT MATTRESS 1724 COLUMBIA AVE LANCASTER 17603

DOE RUN FURNITURE 124 DOE RUN RD MANHEIM 17545

DOGSTAR BOOKS 401 WEST LEMON ST LANCASTER 17603

DUTCH COUNTRY PANTRY DUTCHCOUNTRYPANTRY.COM

EBERSOLE VACUUM 20 BEAVER VALLEY PIKE WILLOW STREET 17584

ELLAS PLACE 825 SOUTH MARKET ST ELIZABETHTOWN 17022

EM HERR - COLUMBIA 1786 F COLUMBIA AVE COLUMBIA 17512

EM HERR - WILLOW STREET 14 HERRVILLE RD WILLOW STREET 17584

FIFTH AVENUE CARDS JC PENNEY WING, PARK CITY CTR LANCASTER 17601

FILLINGS 681 HARRISBURG AVE LANCASTER 17603

FINCH JEWELERS 1841 COLUMBIA AVE LANCASTER 17603

FLOWER & HOME MARKETPLACE 196 BROAD ST BLUE BALL 17506

FURS BY SUSAN 1 FREDERICK ST HANOVER 17331

GOCHNAUERS APPLIANCE 5939 MAIN ST EAST PETERSBURG 17520

GREEN MOUNTAIN CYCLERY 285 SOUTH READING RD EPHRATA 17522

HINKLES PHARMACY 261 LOCUST ST COLUMBIA 17512

HINKLETOWN SEWING 232 WANNER RD EPHRATA 17522

INITIALLY YOURS BY MEG 245 BLOOMFIELD DR, STE 104 LITITZ 17543

INTERSTATE ALL BATTERY CENTER 2359 OREGON PK LANCASTER 17601

JB HOSTETTER 1225 WEST MAIN ST MOUNT JOY 17552

JENS POTTERY DEN 711 OLD HICKORY RD LANCASTER 17601

KAUFFMANS FRUIT FARMS 3097 OLD PHILADELPHIA PK BIRD IN HAND 17505

KENS GARDENS 3552 WEST NEWPORT RD INTERCOURSE 17534

KENS GARDENS 2467 OLD PHILADELPHIA PK SMOKETOWN 17602

KIMRICK LANDSCAPE 1135 BEAVER VALLEY PK LANCASTER 17602

KNIGHT & DAY DINER 3140 LITITZ PK LITITZ 17543

Business Address Town Zip

KREAMER BROS. FURNITURE 328 WEST MAIN ST ANNVILLE 17003

LA NAILS 1874 NORTH FRUITVILLE PK LANCASTER 17601

LANCASTER CHAMBER OF COMMERCE 100 S QUEEN ST LANCASTER 17603

LANCASTERHISTORY.ORG 230 N PRESIDENT AVE LANCASTER 17603

LA-Z-BOY FURNITURE GALLERIES 1484 HARRISBURG PK LANCASTER 17601

MARTIN APPLIANCE 4216 OREGON PK BROWNSTOWN 17508

MARTIN APPLIANCE 1717 WEST MAIN ST EPHRATA 17522

MARTIN APPLIANCE 2318 BEAVER VALLEY PK QUARRYVILLE 17560

MIESSE CANDIES 118 N WATER ST, STE 102 LANCASTER 17603

MIESSE CANDIES 1284 LITITZ PK LANCASTER 17601

MORR OUTDOORS 2298 WILLOW STREET PK LANCASTER 17602

NEFFSVILLE FLOWER SHOPPE 2700 LITITZ PK LANCASTER 17601

OLDE MILL HOUSE SHOPPE 105 STRASBURG PK LANCASTER 17602

OLETOWNE JEWELERS 1212 MILLERSVILLE PK LANCASTER 17603

OREGON DAIRY 2900 OREGON PK LITITZ 17543

PA TOY ACADEMY 705 OLD HICKORY RD LANCASTER 17601

REAM JEWELERS 58 N QUEEN ST LANCASTER 17603

RISTENBATT VACUUM 1038 LANCASTER RD MANHEIM 17545

RMH COINS 109 EAST MAIN ST EPHRATA 17522

SAMS MAN CAVE 2207 LINCOLN HIGHWAY EAST LANCASTER 17602

SATURDAYS MARKET 3751 EAST HARRISBURG PK MIDDLETOWN 17057

SHOWCASE OF FASHIONS 301 E ORANGE ST LANCASTER 17602

SILVER MOON GALLERY SOUTH WING, PARK CITY CTR LANCASTER 17601

SONNIES SECRET 22 E MAIN ST REAR LITITZ 17543

STAUFFERS OF KISSEL HILL 301 ROHRERSTOWN RD LANCASTER 17603

STAUFFERS OF KISSEL HILL 1050 LITITZ PK LITITZ 17543

STAUFFERS OF KISSEL HILL 1850 OREGON PK LANCASTER 17601

STERMER BROTHERS STOVES & SPAS 1330 HARRISBURG PIKE LANCASTER 17603

STRASBURG TOYS & COLLECTIBLES 350 HARTMAN BRIDGE ROAD RONKS 17572

TWICE FOUND CONSIGNMENT 157A EAST KING ST LANCASTER 17602

UPTOWN PETZ 2351 OREGON PK LANCASTER 17601

VELESKA JEWELRY 2359 LINCOLN HWY EAST LANCASTER 17602

VINTAGE ON MAIN 135 EAST MAIN ST NEW HOLLAND 17557

VSM SPORTS CARD OUTLET 2160 LINCOLN HWY EAST LANCASTER 17602

WEARHOUSE CONSIGNMENT 329 MAIN ST LANDISVILLE 17538

WHITE HORSE MILL ANTIQUES 107 CAMBRIDGE RD WHITE HORSE 17527

WHOLE LIFE BOOST NATURAL FOODS 2078 BENNETT AVE LANCASTER 17601

WILEYS PHARMACY 903 NISSLEY RD, SUITE C LANCASTER 17601

WILEYS PHARMACY 507 LEAMAN AVE MILLERSVILLE 17551

WILEYS PHARMACY 112 TOWNSEDGE DR QUARRYVILLE 17566

WILEYS PHARMACY 300 HISTORIC DR STRASBURG 17579

Small Business Saturday is a day for everyone from the business owners who create jobs to the customers whobuy locally to support small businesses that invigorate the economy and keep our communities thriving.

It began in 2010 when American Express founded Small Business Saturday to help small businesses get moreexposure during one of the biggest shopping weekends of the year.

Information taken from www.shopsmall.com


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E3TUESDAY,NOVEMBER26, 2013INTELLIGENCER JOURNAL/ NEWERA, LANCASTER, PA. Local Small Business

ally a great deal of anxietywhen a Walmart moves in be-cause of the criticism wevehad from special interests,including unions.

But Walmart often has abeneficial effect on a lo-

cal economy, revitalizingshopping centers and areaswhere business activity waslagging, Wertz asserted.

The notion that you canthave a small business op-erating successfully near aWalmart just isnt backed upby fact, he said.

Wertz said the managers ofits local stores arent awareof any issues involving compe-tition with local businesses. ...

Our general merchandisestore on Fruitville Pike is nota competitor to the nearbyGiant, which may not be con-sidered a local store, but itsbased in Carlisle.

Other locally owned busi-nesses, such as Stauffers of

Kissel Hill, are apparentlydoing well, Wertz said.The small businesses

near our stores generallyhave products or servicesthat we dont offer or arestrong in areas where wedont compete, he said.

From restaurants, salons,banks and florists to book-stores, specialty grocers andothers, there are dozens ofsmall business categoriesthat often benefit from a loca-tion near Walmart.

One other significant benefitWalmart offers is employment.The three Walmart stores herehave a total of 800 workers.

That means Walmart ispouring millions of dollars of

payroll into the local econo-my, though Wertz declined tospecify the amount.

The retailer also is a signif-icant taxpayer, though Wertzdeclined to disclose thosenumbers too.

County records, though,show how much Walmartpays in one kind of tax property tax.

The Ephrata store, assessedat $9.8 million, pays $239,000 ayear. The East Lampeter store,assessed at $9.8 million, pays$193,000 a year.

Both are stand-alone

stores owned by Wal-Mart.Wal-Mart leases the FruitvillePike store, part of HawthorneCenter, and pays more than$155,000 toward the centersproperty tax bill.

Successful strategiesKathy Dukeman, owner of

Abundant Treasures consign-ment store in Ephrata, hasfound success by doing whatWertz said she offers what

Walmart doesnt.Dukeman describes her-

self as not a Walmart-hater.She thinks the retail giant hasabsolutely had an impact onother small businesses, butnot on hers.

Walmart has Walmartclothes, Dukeman said. Youwant top-end clothes, youregoing to find them at consign-ment stores.

Among her customers areAxl Rose and the other mem-bers of Guns N Roses whocame in a year or so ago.

Dukeman didnt know whoRose was until a band mem-ber told her. He bought a whitedress shirt from her store.

Being different, she

said, is the key.That, and making keys,

said Paul Burkholder, ofEphrata East End Mart, afamily-owned hardware store.

Ephrata East End Mart alsois known as the ladder store,because of the brightly huedladders arrayed out front.

Since Walmart moved in,we make more house keysand car keys than before, hesaid. The ones that Walmartmakes dont work.

Burkholder said thatWalmart actually has broughtmore traffic to his store.

And Walmart does sendpeople up here if they donthave something, he said.

We do a lot of paint- andstain-matching. One ladybrought her burgundy purseand said, I want to match mytrim to that.

Ephrata East End Martwas started 47 years ago byBurkholders father, David H.Burkholder, and now is ownedby Paul and his three sisters:Rhoda, Orpha and Virgie.

To survive so long in theface of competition from

much larger retailers takes

flexibility and customer ser-vice, Paul Burkholder said.

You have to change. ...And you get what your cus-tomers ask for. You have to benice to your customers. Theycan go somewhere else.

He said he wasnt worriedwhen Walmart moved in, andhe told people so.

I think under their breaththey were thinking, What,are you nuts?

Sure, he said, someonemight find a cheaper ladder atWalmart. But, he said pointed-ly, You want a cheap ladder?

His store buys ladders di-rectly from Werner Co. everycouple of months.

He can sell some qualityladders for less than largerstores because he doesnthave their overhead, he said.

And he has a deeper inven-tory of quality ladders thanbig-box stores, he said, not-ing that when people want agood ladder, they dont wantto have to wait to buy it.

Paul Newcomer, co-ownerof Grauers Paint & Decoratingon Lincoln Highway East, cansee the East Lampeter Town-

ship Walmart from his store.

Walmarts presence hasnthad much impact on his busi-ness; other big-box stores, suchas Lowes, are a little moreconcerning to us, he said.

Grauers counters the com-petition from big-box storesby providing something theydont, Newcomer said.

If you buy a can of paintfrom us, you get more thanwhats in that can of paint,

Newcomer said,He noted that his paint

department staff membersaverage 20-to-30 years in thebusiness and offer productknowledge and skilled colorconsultation.

The Walmart thing isan issue, and I understandit, Newcomer said, notingthat some businesses, quitefrankly, just cant compete.

WalmartContinued fromE1

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E4 TUESDAY,NOVEMBER26, 2013 INTELLIGENCER JOURNAL/ NEWERA, LANCASTER, PA.Local Small Business

BY SUDIP BHATTACHARYAStaff Writer

[email protected]

As a boy, Lin Weaverwould follow his grandfatherHenry Martin around ShadyMaple Farm Market as hewould talk with customers.

He loved to talk to cus-tomers and get to know themand provide for them, saidWeaver.

Weaver saw first-hand anexample of a good business-man and a good person fromwatching his grandfather.

To this day, Weaver takesthose lessons and uses themto continue Shady Maplessuccess.

And what a success it hasbecome.

From its modest start byMartin as a roadside producestand in front of his house in

1963, Shady Maple now em-ploys 800 people.Todays lineup includes a

grocery store, bakery, cafe,furniture store, gift shop, andof course, the smorgasbordrestaurant, which serves ev-erything from steak to cat-fish.

We supply a family ex-perience to employees andto the customers, explainedWeaver, a co-owner.

People come in and theyfeel that we care about them.Theyre not just a number.

Shady Maple in East Earlis one of many businessesthat started small in Lancast-er County and ended up as afar larger, regional success.

Turkey Hill Dairy, based

in Conestoga, has becomenationally known, with its icecream sold in 43 states and itsiced tea sold in 49.

The dairy makes thefourth-largest-selling premi-um-brand ice cream in thecountry.

I enjoy what we repre-sent, and the loyalty of thebrand here, said spokesmanAndrea Nikolaus. And whodoesnt like ice cream andiced tea?

It was 1931 when ArmorFrey began selling milk outof the back of his car to neigh-bors on Turkey Hill, west of

Conestoga.Similar to Shady Maple,

Frey focused on the custom-ers and getting them the bestproduct possible.

In 1947, Freys three sons,Glenn, Emerson, and Charles,bought the business.

In 1956, after they startedproducing ice cream, they be-gan establishing routes to sellthe ice cream to their custom-ers.

Emerson based the com-panys principles on the life

instructions contained in aBible chapter, Romans 12.

Its dictums include:Work hard at your busi-

ness, but keep a proper bal-ance between your fervorfor it and the Lords business,which you are also doing.

Be happy when the otherfellow is successful. Be sym-pathetic with those who arehaving a hard time of it.

Bless those who levy taxesand controls, those who takeyour customers, your mar-ket, or your money. Dont getangry about it.

We stuck to our endur-ing principles said Nikolaus.Look at us now still goingstrong. Still believing in thecore values that we have.

Lancaster Laboratories isanother example of a com-pany that has grown wellbeyond Lancaster County. Inthis case, it has an interna-tional presence.

The Route 23 facilitysoriginal size was 2,500 squarefeet, staffed by a mere threeemployees when it wasfounded in 1961.

It went global in 2007 byacquiring the 100-employeeMicrochem Laboratories inIreland.

The worldwide nature ofits work was reinforced in2011 when Lancaster Labswas bought by Belgium-based Eurofins Scientific.

While growing overseas,Lancaster Labs has expanded

here too, enlarging its localplant 12 times.

Now it has nearly 350,000square feet of buildings here,staffed by more than 1,000employees.

Its founder, the late Earl H.Hess, had an impact not onlyon his company but his com-munity too.

Hess also was the chair-man of The Lancaster Cham-ber of Commerce & Industry,vice chairman of the Pennsyl-vania and U.S. chambers, andchairman of the state delega-tion to the 1986 White HouseConference on Small Busi-ness.

He was also named Busi-ness Leader of the Year by

the Pennsylvania Chamber in1988.Besides being a pioneer in

the lab business, Hess was atrailblazer in workplace con-ditions as well.

For instance, LancasterLabs was the first privatebusiness in the county to es-tablish an on-site child-careprogram.

Chemistry was not a sub-ject that was taken up by fe-males when I was a studentand its a very popular majornow, Hess said in 1989.

Hess saw the child-careprogram as a way for youngfemale employees to have afamily while keeping theirprofessional career active.

Thats rewarding to see,

said Hess.Sheryl Holzbauer of Wil-low Valley Associates is an-other believer in changingwith the times while stayingtrue to ones values.

Its great to be part ofsomething thats willing tochange and reinvent, ex-plained Holzbauer, an execu-tive vice president and grand-daughter of Willow ValleyAssociates founders.

If you have the basicsdown, you can change theperipherals so long as youkeep the core values at theheart of everything.

Willow Valley Associatesstarted out in 1966 as a 30-room motel opened by Johnand Florence Thomas.

In 1967, they added a 100-seat restaurant, and throughthe 1970s, they kept addingrooms. The size of the inn wasdoubled in 1987.

The inn was razed in De-cember 2012, but Willow Val-

ley operates the DoubleTreeResort by Hilton at the com-plex, and also has two hotelsin Harrisburg.

Holzbauer said her grand-parents and parents thrivedbecause they looked forwhat people wanted and re-sponded to it and just gavemore.

It was a lot of relationshipbuilding.

That was the case with theThomas familys decision tostart the Willow Valley retire-ment community.

The retirement commu-nity was started in 1984, afterhotel guests kept remarkingon what a good place Lancast-er was to retire.

(Today the retirementcommunity is owned by aseparate nonprofit company.Another Thomas-family firmmanages the retirement com-munity.)

The community was struc-tured differently than otherretirement facilities.

It was very different. Itwasnt built on a hospital ver-sion, not like on an institution-al model which was common,but more on a hospitalitymodel, Holzbauer said.

It was pretty ground-breaking back then.

Changing with the timeswhile remaining true to corevalues likewise has been a keyto the success of Stauffers ofKissel Hill.

Thats the view of DonOberholtzer, a co-owner andgrandson of founder RoyStauffer Sr.

Stauffers of Kissel Hill hasgrown from a Lititz Pike fruitstand in 1932 to an eight-lo-cation business that employs1,000 people.

Were still a local com-pany, and all of our storesare within close geographicalproximity, he explained.

One of the things that hascontinued through the gen-erations is our high standardof service.

Its core values also includeintegrity, and dealing hon-estly and fairly, said Ober-holtzer.

As for Weaver, he bringshis own kids to Shady Maple.

Every change I get, Ibring them in, he said, toget to know the people, to ex-perience the environment.

But if none of his childrenwant to become co-ownerssomeday, thats fine.

I never want to forcesomething on them thattheyre not passionate about,said Weaver.

From small beginnings, somebusinesses become big success

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5/12


BY LAURA KNOWLESCorrespondent

Being a small town isntalways easy. There are manychallenges to keeping thetown vibrant, active and busy.

In Lancaster County, manyof the small towns have dis-covered an important key toprosperity.

Its small businesses.Small towns like Ephrata

are dependent on our smallbusinesses more than ever,says Ephrata Borough man-ager Bob Thompson.

We have had to deal withmany changes and the lossof some of our larger busi-nesses. Thats why we relymore than ever on small busi-nesses.

At one time, Ephrata one of the largest small towns

here with a population of13,394 had several mainanchors in the community.

The most notable wereJ.C. Penney and D&E Com-munications. Both of thosebusinesses, which employednumerous people, are gone.

Also gone are landmarkbusinesses like the Doneck-ers stores and restaurant andSprechers Hardware.

The solution, Thompsonsays, has been to find newuses for those spaces andcreate a new environmentof small businesses to keepEphrata thriving.

When D&E was sold, thegrand Brossman buildingdowntown D&Es head-

quarters was left with sev-eral empty floors.

At the time, Lilys on Mainrestaurant was on the secondfloor. Owner and chef SteveBrown and his wife, Karen,restored the significance ofthe structure by creating anentertainment hub there.

Now theres fine diningat Lilys and first-run digitalmovies and concerts at theEphrata Main Theatre.

Steve demonstrates howimportant small business isto Ephrata, says Thompson.He even runs the concessionstand at the community pool.

As Brown explains, he hasdecided to invest in Ephrataand make a difference in

the small town. In turn, hehopes that people will stay inEphrata to see a movie, eatdinner or go to a concert.

Thompson notes thatmany Ephrata businesses tryto create a niche.

The building once oc-cupied by Penney is now achild-oriented center, witha toy store across the streetand other kid-friendly spotsnearby.

Even cupcakes have foundtheir little corner of theworld, with Scratch Cupcakesdrawing a sellout crowd forthe sweet treats.

Not far away, Lititz Bor-ough has found its niche as theCoolest Small Town in Ameri-

ca, and the town and its busi-ness community have beencapitalizing on the honorsawarded by Budget Travel.

It doesnt hurt that Lititz isknown for its Wilbur Choco-late and Sturgis Pretzels,along with new brewpubs,

bakeries, gourmet shops andeven a cafe dedicated to choc-olate.

With a population of 9,385,Lititz is a blend of history,larger businesses and a busydowntown that attracts bigcrowds for events like Hal-loween parades, the Fourth ofJuly, zombie runs and bicycleraces.

Every second Friday, the

town is elbow-room-only withcrowds that gather for wine-tastings, entertainment, shop-ping and food.

We have a good mix ofretail, eateries, service busi-nesses, very active serviceorganizations, tourists and,most importantly, a verystrong sense of community,says Kelly Withum, whoheads up Venture Lititz, anorganization dedicated to fos-tering Lititzs vitality.

Lititz attracts visitors withunique shops like HeavenlySoaps & Scents, Tigers Eyefor womens fashions, Zestfor gourmet gifts, AaronsBooks and even a shop devot-ed to olive oil, Olio.

But it is the hometowncrowd that keep Lititz goingstrong, says Withum. That,and its small businesses.

How do local businessessupport Lititz?

This is huge, says With-um.

The insurance mancoaches the softball team, agroup of coffee-goers at DosieDough resurrects the historiccemetery, Clair Global cho-reographs music to makeour fireworks the best in thecounty and the entertainmentcluster invests in the GeneralSutter Inn to create the RockLititz Suites.

There is a strong empha-sis to buy local, as with theLititz Farmers Market that is

set up on property owned bySusquehanna Bank.People are encouraged

to use small businesses likeMiller Printing for theirprinting needs, which in turnsupports the Little League.

Bill Dussingers Penny

Lane Graphics, another smallbusiness, donates designservices for special events,which draws customers tothe local design shop for theirbusiness needs.

Every prosperous, sus-tainable community gainsstrength from its core of busi-nesses, says Withum. Thatswhat gives Lititz its unique

character and quality of lifeenjoyed by those who live andwork here.

As one of the smallest ofsmall towns in Lancaster

County, Strasburg has a popu-lation of just 7,732.

Like Lititz, it is a dough-nut hole fully surroundedby a larger township. In thecase of Strasburg, that isStrasburg Township, home ofStrasburg Rail Road, Sight &Sound and the Rail Road Mu-seum.

Those tourism businessesdraw visitors from all over

the country, not to mentionnearby outlets like Rockvale.

Strasburg Borough is just

Suzette Wenger / Staff

Steve and Karen Brown stand with Bob Thompson in front of the Ephrata Main Theatre.

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BY KIMBERLY MARSELASCorrespondent

For six years, Daniel Cu-bilete spent his off hoursworking for heating and airconditioning contractors tomake his dream of businessownership a reality.

By 2012, hed built up a toolinventory and the reputationneeded to start serving hisown clients.

But his first full year asowner of HVAC Performancehasnt always been dream-like.

Cubilete is still working togrow his business, which heoperates out of his Lancasterhome.

He still works full time asa maintenance mechanic at a

warehouse in Landisville.And he has a list of needsand wants that could help hisbusiness thrive.

Its beginning to growright now, Cubilete says.Theres been good progressfor me. ... Of course, Id likemore customers.

Like many small businessowners, Cubilete has weath-ered a mix of ups and downsin his first year.

Excitement over early cus-tomers and good recommen-dations has been tempered bythe limits of advertising andthe stress of balancing an in-creasingly busy schedule.

So many businesses fail inthe first year, said JonathanColeman, program directorat ASSETS, a Lancaster non-profit providing mentorshipand business-plan counselingto up-and-coming entrepre-neurs.

What we try to do is setsome realistic expectations.

Cash flow is a major con-cern for new businesses, saidColeman, as are advertising

and location selection. Allof those issues should be ad-dressed in the developmentand vetting of a detailed busi-ness plan.

But even the best of planscant prepare an owner foreverything.

Certainly one of the chal-lenges is that there are manysituations where you dontknow what you dont know,said Tom Baldrige, presidentand CEO of The LancasterChamber of Commerce & In-dustry.

In Cubiletes case, ASSETShelped him understand thelegal and accounting require-ments he would face as an in-dependent business owner.

Cubilete registered hisbusiness with the state, ob-tained liability insurance and

built an online presence withColemans guidance.

But at the one-year mark,hes facing several unknowns:when he will leave his full-time job, whether hell beable to save enough to buy avan and additional tools for asecond employee, and if hellbe able to offer future cus-tomers a financing plan.

For the owners of TheFarm at Eagles Ridge, a wed-ding and events venue inPequea Township, the firstyear or so included surprisecosts and legal fine-tuning.

Cynthia Herr is presidentof the company co-owned byher daughters, Paige Flowersand Betsy Herr.

An internship at anotherevents company convincedthe young women they want-ed to be in the venue business;their father, Stuart Herr, wasthe one who thought theirworking farm on the Conesto-ga River could be convertedinto a unique destination.

After winning zoning ap-proval in mid-2012 and in-stalling a septic system that

could accommodate up to 225guests, the family began re-habbing their circa 1820 barn.

They spent three to fourtimes their initial budget, af-ter realizing that installingcentral air conditioning andheating would be essential forsummer weddings.

Our goal was to do it theright way, with preservationin mind, but also the ameni-ties our customers wouldwant, said Cynthia Herr.The Farm hosted its first of-ficial event on Memorial Dayweekend.

In the last 12 months, 51businesses have opened orexpanded in downtown Lan-caster alone, according to

Marshall Snively, executivevice president of the Lancast-er City Alliance.

Eighteen closed in thesame time period, four ofthem open for less than ayear.

That first year is alwaysgoing to be critical, saidSnively, whose organizationhelps match prospectivebusiness owners with viablelocations. Many say that sixmonths is how long it takes toget a foothold.

Coleman said initial start-up costs depend on a businessand the owners own experi-ence and personal capital.

But whether beginning arelatively low-cost servicebusiness like Cubiletes or in-vesting $100,000 to $1 millionto start a new restaurant, allowners need to be reasonableabout their income and profitpotential.

Waiting six months to takea paycheck might be a best-case scenario.

One of the big things wetalk about is pricing, saidColeman. How can you pricethe service or product highenough to cover the productbut also support yourself andyour family?

That might mean that ini-tial financing should includeenough cash to provide asmall salary, even if the own-er eventually has to pay itback. Without that foresight,Coleman said, many busi-nesses will falter.

The Herr family startedgiving tours of its facilitiesbefore work was completed,

and The Farm is now bookednearly a year ahead for wed-dings.

They were fortunateenough that word of mouthand advertising on TheK-not.comled to solid revenueearly. Employees already aredrawing salaries.

They also were able toobtain a traditional commer-cial loan, based partly on thefarms worth.

Other business ownerswho launch successfullymight still face what Baldrigecalls owner isolation, a fac-tor that can undermine long-term success.

A person gets so focusedon working in their business

day-to-day that they cant getout and work on their busi-ness, Baldrige said.

For many owners, con-necting with others who haverecently opened businesses or those who did so suc-cessfully long before them can lead to solid advice, part-nerships or new customers.

Downtown Lancaster iswelcoming so many newbusinesses that spreading

New businesses must tacklespecial challenges in first year

Blaine T. Shahan / Staff

Daniel Cubilete looks over some of the HVAC equipment in his van.

Please seeFIRST YEAR, pageE8

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ness owners of all kinds, fromrestauranteurs to financialadvisers, embracing socialmedia to connect with thepublic in a new way.

Daniel Klotz, director ofdigital marketing for YDOPInternet Marketing in Lan-caster, helps businesses de-velop and implement socialmedia strategies based onlong-term goals.

Klotz said social mediaprovides a quick and easy-to-use way for businesses toconnect with their target au-dience.

Social media is most ef-fectively used as a mediumfor interaction to build andstrengthen relationships withcustomers and clients, hesaid.

I find it wonderful, Klotzsaid. Heres a chance tohave an ear to the ground to interact with (customers)throughout the day without it

being a burden.For small, local business-

es, Klotz noted that the abil-ity to bridge the gap betweentechnology and face-to-faceinteraction can be one of themore effective uses.

Some of the more success-ful small businesses he hasseen will post special eventson social media sites, urg-ing customers to come to thebusiness, he said.

By inviting customers whointeract with the businessthrough social media, Klotzsaid it helps businesses builda sense of community.

Theyre bridging the gapbetween online and offline,Klotz said. In this way, he saidsmall business has an edgeover big business.

Futty said Facebook hasplayed an important role inbridging that gap.

Futty and fellow co-ownerKevin Brown made theirFacebook page even beforethe restaurant was opened in2011.

Facebook is clearly ournumber one way to keepthe public informed of whatwere doing, Futty said.

The Fridge Facebookpage has just over 6,100likes and features postingsof new beers and menu items.

Theyll say how much is

it? How is it? And we try tocomment on those or like acomment to have a presencethat were listening, Futtyexplained.

We dont just throw it upon Facebook and walk awayfrom it. We check it. We lookfor that human interaction.

Futty said customers cometo their location at 534 N. Mul-berry St. every day and men-tion they saw a post on theFacebook page, promptingthem to come out.

The smartphone applica-tion Instagram is anotherplatform Futty likes to use tointeract with customers.

The photo-sharing app al-lows Futty to be more visu-ally creative, adding filters tohis photos while starting con-versation in the commentssection.

People like to have a voiceand like to know that theyreheard, Futty said. And wellgive them that response.

Kae Kohl, co-founder ofKiwi Marketing Group, saidthe first step in guiding smallbusinesses in the social me-dia world is to establish thetarget demographic for theproduct or service.

Social media is not adver-tising, Kohl said.

Its really about publish-ing helpful information toyour audience who is tryingto solve a particular problemand the end result is it buildsa relationship.

This is really the firsttime small business has hadthe opportunity to have thisreach. Social media has giventhem that opportunity, Kohlsaid.

Rodgers and Associatescaters to their clients and po-tential clients by eliminatingthe use of the most popularsocial media mediums.

Thats because they pro-vide financial planning to in-dividuals with high net worthwho are looking to retire,most of whom arent on Face-book or Twitter.

Instead, Mark Eisenberg-er, director of business devel-opment, said the focus is onproviding useful blog poststhat are easily found with anInternet search.

The social media aspect

of it for us is recognizing ourclients are not on Facebooklooking for a financial advis-er, Eisenberger said.

Instead of taking the timeto run a Facebook page, the

firm decided to focus on cre-ating quality information fora blog with hopes of creatingmore traffic on their website,he said.

We were looking forgrowth, and weve had avery steady growth to thewebsite, Eisenberger said.Were really happy with howthe process is working.

That growth measures to adoubling of visitors to the site,including visitors from everystate in the U.S., he said.

Social media reachesmuch farther than the well-known Facebook and Twitteruniverses.

Pinterest, LinkedIn, You-Tube, blogging and even suchsmartphone applicationsas Vine and Instagram areamong the options for busi-nesses to utilize.

Each platform offersunique ways to interact andtell a story, something Kohlsays businesses should use totheir advantage.

Social media can reallyhelp tell the back story ofyour organization, Kohl said.

Jasmine Grimm, owner ofRuby Inc., uses Pinterest andYouTube to reach potentialand repeat clients.

Ruby Inc. offers personalstylists who help their clientsachieve a desired appear-ance.

Grimm has incorporated astrong social media presenceto help her clients get the lookthey want.

Clients arent always thebest with words in describingthe vision they have of them-selves, Grimm said. Socialmedia allows them to showpictures to describe whatthey want.

Grimm said she has used

all forms of social media inone way or another sinceopening her business in No-vember 2011.

Theyre just regular toolsI use every day, she said.

Social mediaContinued fromE1

Marty Heisey / Staff

Facebook and Twitter pages are displayed on smart-phones and an iPad at The Fridge.

CMY E 7

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8/12

1 mile by 2 miles, says bor-ough manager Lisa Boyd. So

we rely on our quaintness andhistorical charm.

In the heart of downtownStrasburg is the CountryStore & Creamery, along withpizza shops, bakeries and giftshops.

The small businesses thatmake up the downtown areafit in well with the historiccharacter of the town, andadd to the hometown appealof the close-knit community.

Another of the smallersmall towns in LancasterCounty, New Holland pop-ulation 5,409 has uniquechallenges based on a busyRoute 23.

Large businesses like New

Holland Agriculture farmequipment, Tyson Foods andAlouette Cheese employ largenumbers of people from NewHolland and throughout thearea.

Small downtown business-es like the five-and-dime, adepartment store and the fa-mous Kauffmans hardwareclosed, leaving a void thatneeded to be filled.

We have had to changeand evolve with our down-town businesses, says May-or Wilbur Horning.

Now we have a clockshop, family-owned phar-macy, ice cream shop, sports-

man shop and restaurantsthat are keeping our down-town going.

A comprehensive plan toattract more small business-es is in play, and New Hollandhas been focusing on creat-ing more green spaces and asafer downtown feel.

A farmers market, farmshow and holiday events drawpeople into town to enjoy thesmall businesses there. Thereare also plans to create a mu-seum with historical exhibits,says Horning.

Finding new uses for oldbuildings has been a missionin Elizabethtown, which wasonce a major industrial town.

With a population of 11,545,it is a larger small town and acollege town. ElizabethtownCollege students and facultyenjoy the coffee shops, res-taurants and one-of-a-kindshops like Rooster Street Pro-

visions.A former silk mill has beentransformed into an apart-ment complex, other manu-facturing plants have foundnew uses, and the library islocated in the center of townwith a coffee shop.

We are always seekingto attract small businesses toElizabethtown, says RamonEscudero, executive directorof the Elizabethtown AreaChamber of Commerce.

The meshing of a smalltown and its small business-es give the community itsstrength and character, hesaid.


body else was doing it, Longsaid.

With such a specific cus-tomer in mind, the companyuses a nationwide network ofsales representatives to findthem.

The firm has had somehigh-profile jobs, includingone making a movable plat-form in 2006 for the NationalCathedral in Washington D.C.

There also was a $1.6 mil-lion project in the 1990s doingthe pews and chancel work atSt. Martins Episcopal Churchin Houston, where formerpresident George H.W. Bushis a member.

Another local companyhas pulled out all the stops tofind customers for its special-ty service.

Begun in 1987, ColumbiaOrgan Works is a 10-em-ployee firm that restores andmaintains pipe organs.

Columbia Organ recently

completed a four-year, $1.5million restoration of twolarge pipe organs in the Basil-ica of the National Shrine ofthe Immaculate Conceptionin Washington D.C.

It also has been working onrestoring components fromthe worlds largest pipe organin Boardwalk Hall in AtlanticCity, N.J.

Company president LarryPruett said since the firmcant rely just on local cus-tomers, it seeks customersfrom Canada to the Carib-bean.

Positive referrals as wellas advertising in trade jour-nals have been the primarymeans of building the busi-ness, Pruett says.

In addition to pipe organ

work, the company makesleather components that areused by other pipe organrestorers as well as by poolcue manufacturers for theirhandles.

It is always nice to havemore business, said Pruett,who pegs the firms annualsales at around $900,000.

Some specific local cus-tomers with unique tastes in

transportation have been an-other companys way of giv-ing its business a push.

For Groffdale Machine,a business selling scootersused widely by Amish riders,began with Benuel Stoltzfusexperiment taking apart abicycle and using its rubbertires to make a kick scooter.

Before that, most scoot-

ers utilized wagon or wheel-barrow wheels, according toBenuels son, Leon, who in1976 was the recipient of thatfirst scooter, which he used toride to school.

The second scooter wassold to a neighbor, and sincethen the small machine shophas become the major manu-facturer for this specialtyproduct.

It didnt happen all in one

year. ... We grew into thatsaid Leon, who now overseesthe Leola machine shop thathas eight full-time employeesand two part-timers.

Early on, the scooters weresold mostly to fellow Amishwho used them for transpor-tation, Stoltzfus says.

Over the years, the shophas built the scooter manu-facturing business throughword of mouth and dealers inLancaster County, Ohio, andCalifornia.

The scooters, which sellfor around $170 to $200 forbasic models, are also popu-lar with tourists who can alsobuy them at the shop.

Making scooters takes up

about 40 percent of the workat the shop. The shop alsodoes welding and other metalfabrication.

Stoltzfus declined to speci-fy annual sales or say exactlyhow many scooters it sells ina year, offering only that athousand-plus scooters leavethe shop every year.

Some brainstorming helped

another company elbow itsway into a leadership positionas a specialized manufacturer.

For Larry Hess, the care-ful examination of the turbu-lence churned up by a boatsengine helped spark an ideafor a way to minimize dam-age to the elbows in a varietyof piped conveying systems.

Hess is one of the found-ers of Hammertek Corp., aLandisville firm that makes

an elbow for pneumatic andhydraulic conveying systemssuch as ones carrying grains.

The Smart Elbow allowsmaterials to be moved aroundcurves in piping systems with-out undue wear and tear. Thekey feature is an extra knoton the curve of the elbow thatlessens the turbulence inside.

Today, the company an-nually sells at least 5,000 ofthe elbows, operating with asmall local sales office, an en-gineer in Colorado and threePennsylvania foundries thatmake the products.

Getting the word out tothe right people with a singleproduct can be difficult,said Miaja Marek, the firms

advertising and marketingdirector, who declined to esti-mate annual sales or specifythe companys size.

But Marek does highlighta key for the success of Ham-mertek, which is also a hall-mark of other businesses thatsucceed in a niche:

We are pretty much theonly supplier of it.

NicheContinued from E1

Towns

First year: Challenges

Groffdale Machine beganas a scooter business

with Benuel Stoltzfus

experiment taking apart abicycle and using its rubbertires to make a kick scooter.

We have had to changeand evolve with our down-town businesses. Now wehave a clock shop, family-

owned pharmacy, ice cream

shop, sportsman shop andrestaurants that are keep-ing our downtown going.

New Holland Mayor Wilbur Horning

Continued from E5

the word that a new shop orrestaurant has opened has be-come more difficult, Snivelysaid.

But he pointed out thatbusiness owners who net-work within their communi-ties and with other locallybased businesses are faringwell.

Theres a lot of collaborat-ing and cross-marketing, hesaid.

Organizations such as thechamber and SCORE offeropportunities for businessowners to meet others whovealready encountered the un-expected.

The chamber launched areduced-rate entrepreneurialmembership that providesaccess to its lectures and net-working events. SCORE andASSETS both offer one-on-one mentoring.

And by early next year,ASSETS will be partnering

with a Philadelphia organiza-tion to offer loans of $5,000 orless to help business ownerslaunch and build their creditworthiness.

Cubilete is on the vergeof taking a business loan ashe moves to full time, with aneed of about $7,000 to $9,000for new equipment.

Hes also found that fi-nancing is important to hiscustomers. A year ago, hedidnt anticipate how manycustomers needing large-

scale repairs or replacementswould ask him for financing.He currently is researchingbanks that would allow himto extend credit to customers.

Cubilete acknowledgedthat hes also still trying tospread the word about hisbusiness.

Although he set up a web-site and registered with on-line service directories, notall of his web-based adver-tising has panned out as hedhoped.

Cubilete said many of thecustomers whove found himbased on word-of-mouth havebeen happy with the servicehe provided. But because

theyre not members of An-gies List, for instance, theycant rate his performancefor other would-be clients.

At peak times, such as thepast few weeks, he performsservice calls almost daily. Buthe sometimes picks up workthrough contractor friendsas far away as Delaware be-cause local calls dont keephim busy enough.

The toughest thing is get-ting customers, he said.

For the owners of EagleRidge, the future will be aboutfine-tuning, keeping custom-ers happy and protecting theinvestment. After a few earlyevents, the company tweakedits liability language and re-

wrote its event contracts toset more boundaries.

Were constantly work-ing and planning to improve,said Cynthia Herr, who hopesto draw more corporate andprivate clients for events in arestored farmhouse.

It has been a year oflearning.

Continued from E6

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9/12


BY JOYCE M. ROSENBERGAssociated Press

NEW YORK Smallbusinesses that produce dogtreats, toys, eggs and com-post are vying for a chanceto have a commercial duringthe Super Bowl.

The four companies arefinalists in a competitionheld by software maker In-tuit, which will pay millionsof dollars to give the winnera 30-second spot in the gameFeb. 2. They were selected byIntuits 8,000 employees.

The winner will be chosenin a vote open to anyone whovisits the competition web-site: smallbusinessbiggame.comthrough Dec. 1.

The finalists are Bar-ley Labs, of Durham, N.C.,which makes dog treats outof barley; GoldieBlox, basedin Oakland, Calif., maker ofengineering toys aimed atgirls; Locally Laid Egg Co., aDuluth, Minn., egg producerand POOP Natural DairyCompost, a Nampa, Idaho,fertilizer maker.

All four businesses areyoung. Dairy Poop wasfounded this year, while theothers were launched in 2012.

Barley labs makes treats

from grain left over frombeer brewing, while POOPuses cattle manure to manu-facture fertilizer. Goldie-Bloxs products are blocksand other toys that teach girlsabout engineering and con-struction. And Locally LaidEgg produces eggs from hensthat live in pastures ratherthan in coops.

Nearly 15,000 small busi-nesses entered the contestduring the summer. Intuit

employees voted for the 20best, and that field was win-nowed down to four.

To make the final four, asmall business had to provethat it could handle the bumpup in business that a SuperBowl ad could give it.

Super Bowl ads usuallyare run by huge companiesand brands like Budweiserand Chevrolet, not small busi-nesses. Intuit has never hadan ad of its own.

But some famous ads havebeen run by companies thatwere not yet giants, includingApple Inc., which ran an ad in1984 that raised the publicsawareness about the impend-ing launch of the Macintosh.

The ads give a company ofany size great visibility; more

than 100 million people areexpected to watch the game.

The advertising agencyRPA, which has created Su-per Bowl ads in the past, willcreate the spot. It is creatingads for all four finalists, butonly one will be seen on theSuper Bowl. The others willbe shown at other times.

Small firms compete for 30seconds during Super Bowl

Associated Press photos

Goldie Blox, a Californina maker of construction toys aimed at girls, is one of four final-ists for a Super Bowl ad.

Jason Amundsen holds a Locally Laid Egg Co. egg.

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10/12


BY CAROLINE McMILLANPORTILLO

McClatchy-Tribune

Amy MacCabe has run theSavory Spice Shop in Char-lotte, N.C., for two years. Butshes still got a long way to goin spreading the word abouther 1,600-square-foot spicepantry and what it offers.

We get great people in(our shop) every day who say,I didnt know you were here, MacCabe said.

Thats why shes so excitedabout her latest endeavor:hitting the mall pavement.

Just in time for the holi-days, MacCabe opened a10-foot-by-11-foot walk-through gift shop in a bustlingcorridor in Charlottes South-Park Mall.

Its eye-catching; itspacked with holiday gift box-es, ranging from $22 to $75,as well as individual spices,starting at $3 a bottle. Andmost of all, the shop itself hasan expiration date: less thantwo months.

Retail analysts call thistemporary structure a pop-up, a business that sets upa temporary location thenleaves.

It could be a one-day mar-ket, a week-long kiosk, or amonths-long stint in a store-front. The key to short-termretail is the strategy.

Its a way to grab (con-

sumers) attention, saidChristina Norsig, known asthe Queen of Pop-ups, andauthor of Pop-Up Retail:How You Can Master This

Global Marketing Phenom-enon.

Its this whole notion ofeverything speeding up andconsumers needing to bestopped in their tracks, shesaid.

Norsig achieved notorietyin the quick retail sceneduring the height of the re-

cession in 2009. Shed noticedall of the empty retail spacesaround New York City andknew how expensive it wasfor landlords to maintain a

space without a tenant. Shealso knew how wary small-business owners were of sign-ing an expensive long-termlease in a tough economy.

So Norsig helped foundPopUpInsider.com, a nationalonline marketplace wheremerchants can connect withlandlords and shop for tem-

porary retail space.Though some big-box re-tailers are testing the strat-egy, Norsig says its largelya movement among startupsand mom-and-pop small busi-nesses.

And, she adds, for a savvyentrepreneur, it can pay bigdividends.

For Shelly Domenech,opening a pop-up store wascritical during the biggesttransition of her entrepre-neurial career.

Domenech, whose lingerieand fine sleepwear boutiqueI.C. London celebrated 20years of Charlotte successlast year, oversaw two stores.But she grew weary of two

rents, two inventories, twosets of employees and littletime for her own two chil-dren. So over the summer,she decided to consolidate thetwo stores in one central loca-tion.

The only problem: Hertwo leases ran out beforeher new one started. So forfive months, she rented a500-square-foot space insideupscale womens consign-ment store J.T. Posh.

Also sharing the2,000-square-foot space wasanother pop-up shop, WombMaternity Consignment.

But it took strategic ad-vertising to make sure cus-tomers even knew about hertemporary spot. Domenechupdated her website and con-tinued posting updates to her

more than 1,200 Facebookfans and nearly 2,000 Twitterfollowers.

It wasnt easy,Domenech said, but it keptme going during the summerand it gave my customers asense of calm, like, Shes stillin town. I think it was reas-suring that I didnt close forfive months.

Sisters Courtney Sloan andJill Pleune, who co-own SloanBoutique in Charlotte, openedtheir doors to another brick-and-mortar retailer, JeffreScott Apothecary, this holi-day season to better marketthemselves as a one-stop shopfor holiday wear.

Scott, a nationally recog-

nized makeup artist, set up amakeup counter by the shoedisplays on the second floorof Sloan Boutique in early No-vember.

The shops had operatedpop-ups before for trunkshows and other events, sothey knew his offerings from makeup to brow-shap-ing were complementary.In lieu of rent, Scott is givingthe sisters a percentage of hissales from the pop-up.

Customers are loving it,Pleune said. One customercame in to get shoes to gowith her holiday dress. Whileshe was trying them, Scottrecommended a bright redlipstick and lip gloss.

She was like, Now Imcomplete, Pleune said.You can literally come to ourstore, dress from head to toe,and walk out the door and beready to go.

Sloan Boutique itself evenopened a pop-up inside near-by boutique Lunas at theLake. The 15-year-old storehad upscale clothing, but noshoes. Bringing Sloan in tocover that gap was a goodway to begin offering morewithout the upfront invest-ment in inventory.

And if customers keeploving the Jeffre Scott set-upduring the holidays, Pleunesaid he might stay on longer

and offer facials.We feel like joining forceswith other small businesses iswhere the future is going.

That were stronger to-gether mentality is whatbrought led Olive Stewart,founder of Bushelle Season-ings, whose homemade mari-nades are on the shelves atWhole Foods, to plan a pop-upmarketplace in Charlotte forSmall Business Saturday.

The shopping day, follow-ing Black Friday festivities,was designed to raise aware-ness and sales for small busi-nesses nationwide. But forsmall-business owners likeStewart who dont have abrick-and-mortar presence,the day usually comes andgoes with no fanfare or pay-off.

Which is why Stewartreached out to other smallproducers like herself from fish-cake chefs to jewel-ry makers to sellers of all-nat-ural dog bones to organizethe one-day pop-up.

Pop-up stores give smallbusinesses the gift of grab

Associated Press

Amy MacCabe, owner of Savory Spice Shop of South End, looks through a display of thespice gift boxes she sells at her new pop-up store/kiosk in a North Carolina mall.

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11/12


BY JOYCE M. ROSENBERGAssociated Press

NEW YORK The pa-rades and carnivals that drawpeople to downtown areasacross the country this holi-day season will be more thanbig celebrations. Theyre partof a strategy to get shoppersinto small stores.

LaGrange, Ill.s decades-old holiday festival hasevolved into more of a salespromotion event in recentyears, says Nancy Cum-mings, executive director ofthe LaGrange Business As-sociation. This years will beheld Saturday, Dec. 7, and 66businesses have so far signedup to take part.

Stores will have open hous-

es, with many giving custom-ers $5 off a $25 purchase.Trolleys will transport shop-pers to shops that arent partof the downtown cluster, andon the way point out retailersalong the route.

There wil

small business saturday 2013

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