Support for Business ProgramParticipant Guidebook

DePartment of PuBlic WorkS

Helping your small business prosper before, during and after construction

You were recently informed by the milwaukee Department of Public Works (DPW) that one or more construction projects are planned for the area adjacent to your business. this Guidebook will direct you to the tools and services available to you through the DPW Support for Business Program. Your participation is voluntary and is provided at no cost to your business.

taBle of contentS

3 introduction to the Support for Business Program Howandwhythisprogramwascreatedforyou

4 How to find Help ResourcesavailabletoyouthroughyourparticipationintheSupportforBusinessProgram

5 Plan for Success Whattodobefore,duringandafterconstruction

12 key contact information ContactinformationthatoffersSupportforBusinessProgram,aswellassmallbusinessassistance

communitY collaBorationEngineers,constructionmanagers,entrepreneurs,civicleadersandbusinesssupportorganizationsareworkingtogethertoalignthemselveswiththeneedsofbusinessownerslocatednearconstructionzones.Theresultsofthiscollaborativeeffortare:

•BusinessexpertslendtheirknowledgetomaintainandgrowMilwaukee’ssmallbusinesscommunity.

•Engineersplanconstructionsuchthatitdoesnotundulyimpactnormalbusinessoperations.

•Businesssupportorganizationsoffertechnicalassistancetobusinessownerstostrengthentheirbusinessesbefore,duringandafterconstruction.

continuouS communicationTheDepartmentofPublicWorkswillprovideprojectinformationtoyouearly,oftenandinmultipleforms.Inordertofacilitatethemosteffectiveflowofcommunication,DPWhasassignedaCommunityLiaisontoeveryconstructionprojectintheSupportforBusinessProgram.

tarGeteD BuSineSS eDucationImprovementstoyourstreetbringlong-termsafetyandaestheticbenefits,buttheymayalsobringshort-termbusinesschallenges.Fortunately,therearestepsyoucantaketomitigatetheeffectconstructionwillhaveonyourbottomline.TheSupportforBusinessProgramprovidesyouwithquickaccesstothetoolsandresourcesneededtopreparefortheconstructionproject,addresstheimpendingchallengesandcreateaplanofaction.

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introduction to the Support for Business Program

the Support for Business Program includes three components: community collaboration, continuous communication and targeted business education.

at tHe SuPPort for BuSineSS WeBSiteVisittheSupportforBusinessProgramwebsiteatwww.Milwaukee.gov/SupportforBusinessto:

•SeeallDPWconstructionprojectsplannedforthisyear.

•Receiveupdatesontheconstructionprojectsnearyou.

•LocatecontactinformationforyourCommunityLiaison.

•Findanswerstothemostfrequentlyaskedquestions.

•Registerforbusinesseducationwebinarsandworkshops.

from Your communitY liaiSonHeorshewillassistyourbusinessinthefollowingways:

•TheLiaisonassignedtotheconstructionadjacenttoyourbusinesswillbeyourcentralpointofcontactforthedurationoftheprojectandmayprovideupdatesonyourconstructionprojectinthreeways:viae-mail,U.S.PostalServiceandontheSupportforBusinessProgramwebsite.

•Sinceoneconstructionprojectmayinvolveasmanyasfivecitydepartments,yourLiaisonwilladdressyourconstructionissuesandnavigatethevariousdepartmentsforyou,freeingyoutofocusonyourbusiness.

•YourLiaisonwillbeinconstantcommunicationwiththeconstructionsitemanagertoprovideyouwithregularprogressreportsandworktodevisesolutionsthatwillminimizethedisruptiontoyourbusiness.

•Liaisonswilladdressyourinquiriesaboutconstruction,cityregulationsandtheSupportforBusinessProgram.Theywillpartnerwithbusinessesintheconstructionareaonissuessuchastemporarysignage,businessassistance,alternateroutesandparkingregulations.

•TheLiaisonsmaintainthecalendarofplanningsessionsfortheprojectscomingtoyourarea.YouarewelcometoattendplanningsessionsoryoumayaskyourLiaisontoadvocateonyourbehalfatthesessions.

tHrouGH Small BuSineSS eDucationPlacesyoucanaccesseducation:

•ThePlanForSuccesssectionofthisguidehastacticsyoucanincorporateintoyourbusinessstrategyforthetimeperiodsbefore,duringandafterconstruction.

•SmallbusinessclassesandwebinarinformationwillbepostedontheSupportforBusinesswebsiteastheybecomeavailable.Businessownerswhosebusinessesarelocatedneartheconstructionareamayattendtheclassesandaccesswebinarsatnocost.

•ThereisalistofSupportforBusinessKeyContactInformationonpage12oftheguidebook.Thislistcontainsnames,telephonenumbersandwebsitesoforganizationsthatcanprovidevaluablebusinessinformation.

How to find Help

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Your Liaison will address your construction issues and navigate the various departments for you, freeing you to focus on your business.

How to find Help

investment in the city’s infrastructure provides a long-term benefit to your business and the economy in general. many business owners have found that construction projects can be challenging. the following are tactics that have been found to fortify businesses when incorporated into strategic plans of action. these are offered as suggestions, hopefully you will find them helpful.

Be proactive Setshorttermgoals,prepareabudgetanddeviseaplanofaction.Enteringconstructionseasonwithoutastrategyisunwise.

know your financial situationAssessyourbusiness’situation.Athoroughassessmentofyourbusiness’strengthsandweaknessesiscrucial.Itwillhelpyoumakethemostinformedbusinessdecisions.

Build up cash reservesTherealityofconstructionisthatwalk-insaleswillmostlikelydecrease.Youwillneedmoreadvertisingandpromotionstoencouragenewcustomersandmaintainexistingones.Startsettingfundsasidefortheincreasedmarketingneeds.

expand your knowledge Beopentonewsolutions.Increaseyourbusiness’capabilitiesbysolicitingaidfrommentors,frontlineemployeesandbusinessexperts.

identify your most valuable customersTrackthesalesrevenuefromeachtypeofcustomer.Thensegmentthecustomersandfocusthemajorityofyourmarketingstrategiesonthemostlucrativesegment.

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a. Preparing Your Business for the construction

Plan for SucceSS

keep your customers in the habit of regularly visiting your business Offercouponsandgiftcertificatestoberedeemedduringtheconstructionperiod.

review your accounts payables Considerpossiblerenegotiationofratesonyourbusinesslease,loans,creditcardsandsupplierterms.

Develop tighter controls over billing and collectionsTospeedupcashflow,reducethetimebetweenshippingyourproductandsendinganinvoice.Con-sidersemi-monthlyinsteadofmonthlybillingandsendsecondnoticesmorequickly.

collect past-due receivablesReachouttocustomerswithoutstandingaccounts.Ifyoucan’tcollectthetotalimmediately,trytonegotiateapaymentschedule.

review your personal and business credit scoresAddressallissuesonthecreditreports.Goodcreditprovidesbenefitslikeaccesstocapitalandlowerinterestrates.

implement new technologies Considerwhereyoucanadvancetechnologically.Thinkaboutexpandingyourwebpresencebydevelop-ingsocialmediaoutletssuchasTwitterandFacebook.Ifyoualreadyutilizethesemedias,makesureyouarecommunicatingtheconstructionplanswithyourcustomers.

find new revenue sources Introduceanewproducttoexistingcustomers,findanewmarketforexistingofferingsorfindnewusesforexistingproducts.

create a new way to deliver the product Deliveryourproductthroughadifferentoutletsuchase-commerce,usinganalternativeretailoutletorimplementingadeliveryservice.

communicate with your employeesImmediatelyinformyourstaffaboutthependingconstructionandhowyouperceiveitwillaffectthebusinessandtheirjobs.Thisassuresthemthatyouhaveaplanandtheircontributionisessentialtothebusiness’success.

Preparing Your Business… continued

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Tell customers of the pending construction and the efforts you’re taking to ensure a smooth transition for them.

cross-trainUsethisopportunitytoreassignemployeestotasksthatmayhavebeenoverlookedinbusiertimes.Forexample,createanewinventorysystem,updateyourwebsiteorrevampyourmenu.Thiswillincreaseemployees’skilllevels,giveyoumorestaffingflexibilityandhelpyouretaingoodemployees.

reassure good employees Thethoughtofimpendingconstructioncanbringfeelingsofuncertaintyandfear.Makesureyourhighperformingemployeesknowthatyouvaluethemandyouwantthemtostaywiththecompany.

Prepare customers Plantocommunicatewiththemduringconstructionlettingthemknowyouareopenforbusiness,alternateroutestoreachyouifapplicable,andwheretopark.

update customer contact information Useproactivecommunication.Itisevenmoreimportantduringconstructionthanusual.Youmustcontinuewithyournewsletters,eventin-vitationsandcouponinginordertoremainrelevanttocustomers.

Start a generous loyalty program Ifyoualreadyofferone,increasethebenefitsorlessentherequirementsnecessaryforyourcustomerstoreceivebenefitsduringconstruction.

utilize cooperative marketing Teamupwithneighborstoparticipateinaco-opad.Thiswillsavemoneyandmakeastrongerimpactthroughlargeradspacethanifyouplacedanadvertisementbyyourself.

Get active in your organizations Keepabreastofyourindustry,communityandcustomersthroughyourparticipationinyourchamberofcommerce,industryassociationandlocalbusinessdistrict.

identify your key performance indicators Usekeyperformanceindicators.Theyareasetofquantifiablemeasuresthatabusinessusestogaugeorcompareperformanceintermsofmeetinggoals.Havingtheseinplaceallowsyoutoquicklymonitoryourbusinessperformanceandidentifypotentialproblems.

evaluate product mix Calculatetheprofitmarginsofeachofyourproducts.Giveparticularattentiontolowmarginproductstodetermineifitisstillworthwhiletocarrythem.

analyze inventory levelsDetermineifanyobsoleteinventorycanbereworkedorsoldforsalvage.

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Preparing Your Business… continued

closely monitor your financial statementsIncreasetheattentionpaidtoyourthreekeyfinancialstatementstokeepyouagileandreadytocoursecorrectiftheneedarises.

focus on customer care Knowthatcustomerloyaltywillbetestedduringconstruction.Asyourcustomersconsideryourcompetition,askyourself,“DoIofferthebestvalue,quality,serviceandprices?WhatcanIdotomakemybusinessmorecompetitive?”

avoid the temptation to make across-the-board cuts Analyzeandidentifywhichareacanbecutwiththeleastamountofharmtothebottomline.Rarelydoallareasofthebusinesscontributeequallytoitssuccessorfailure.

track your ad spending to revenue Knowhowmuchyouareearningforeverydollaryouarespending.You’llhaveabetterunderstandingofwheretocutorwhattofocuson.Usepromocodesandwebanalyticstohelpwithtracking.

outsource non-core functions Reviewyourmanagementfunctions,decidewhatyourprimaryareaofexpertiseis,andoutsourceotherareassuchaspayroll,benefitsadministration,orsales.Thiswillallowyoutodedicatemoretimetowhatwilladdthemostvalue.

use your advisors wiselyKeepyouraccountant,banker,insuranceagent,andlawyerinformedaboutyourbusiness.Theseprofessionalscanhelpyouavoidpitfallswhenmakingbusinessdecisions.

Stay informed AttendDPWinformationsessions,trackconstructionprogressontheDPWwebsiteandenlisttheaidofyourLiaison.

monitor inventory carefully Reviewinventorylevelsmonthlyandmakesurestocklevelsareappropriatefortheseason.

While most business owners are passively waiting for the construction to end, the savvy owners are looking past the short-term and are proactively laying the groundwork for future growth.

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B. managing Your Business During construction

refresh your website content Keepyourwebsitecurrent.Itisgenerallythefirstplacepotentialcustomersgotolearnaboutyourbusiness.It’simportantforthesite’sappearanceandthemestobecurrent,foryourinformationtobeaccurateandforyoursitetobeeasytofindandtonavigate.

research new technology Implementationofnewtechnologycangreatlyhelpyourbusiness.Theproperupgradescanincreaseyourefficiency,loweryourexpensesandreducedowntime.

Plan an “excuse the Dust” sale right after the construction begins Actfast.Asalequicklygetscustomersinthehabitofcomingtoyourbusinessduringconstruction,beforetheyhaveachancetoseekoutthecompetition.

Stay PositiveConstructionmaybetheworstthinginyourlife,butdonotcomplaintocustomers.Yourfeelingsaboutconstructionwillpass,butyourcustomerswillassociateyournegativitywithyourbusinesslongafterthebulldozersleave.

accentuate the positive Nevergotothemediawithyourfearsofbankruptcy;thatrarelydrawscustomerstoyourdoor.Alwaysleadwithyourstrengths.Gotothemediawithsolutions.Showhowyouareusingyourcreativityandbusinesssavvytoovercomethischallenge.

acknowledge the construction Thankeachcustomerforvisitinguponarrival.Askifthereisanythingyoucandotohelpthemthroughtheinconvenienceoftheconstruction.

explain to customers how construction will benefit them Discussbenefitssuchashowthenewstreetlightingwillmaketheareasaferforthemorhowthenewintersectionwillmakeiteasierforthemtoturnintoyourparkinglot.

Subscribe to business publications Getessentialtoolsforsurvivalbyreadingthehostofprintandonlinepublicationsaimedatsmallbusinessowners.

create a strategic alliance Findabusinessthatservesyourtargetmarketbutisnotyourcompetition.Findwaystocollaborate,suchascreatingareferralagreementorpurchasingco-opadvertising.

keep customers abreast of the construction Maintainconstantstatusupdates.Informeverycustomerofthelatestconstructiondevelopmentsandhowtonegotiatedetourswhenvisitingyourbusiness.Inadditiontoyourstorehours,sharealternateroutesonyouroutgoingvoicemail.Asanewrouteopensup,includeamaponyourwebsite.Tweetorupdateyourfanpagewiththeinformation.

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managing Your Business… continued

Explain to

customers how construction will

benefit them.

enhance your givingPartnerwithacharitableorganization.Businessesthatrelyonlocalcustomersbenefitfromtheexposurecommunity-basedeventsbring.Offeryourbanquetroomorboardroomforcommunityeventsormeetings.Donateyourproducts/servicestosilentauctions,orofferyourstoreasaremotelocationtosellticketstoacharitableevent.

networkUsethistimetobroadenyourconnections.Speaktogroups,sponsorcharityfunctions,orsupplygoods/servicestoawell-publicizedorganization.

create news Useeveryopportunitytospeaktoyourcustomers.Updatingcustomersontheconstructionisagreatreasontosendoutanewsletter.Createconstructionthemedsales,suchas“Get1%offyourpurchaseforeveryorangebarrelonourblock.”

Share parking lots Makeanagreementwithabusinessdownthestreettoallowtheircustomersuseofyourparkinglotwhileconstructionblocksthebusiness,andthatbusinesswilldothesamewhenconstructionmovesinfrontofyourbusiness.Thisguaranteesthatyourcustomerswillalwayshaveaccesstoparkingandintroducesyoutopotentialcustomersfromtheotherbusiness.

Protect your turf Honorcompetitorcoupons,deployaretentionmarketingcampaign,maintaincommunicationswithyourexistingcustomersanddon’tbeafraidtotargetnewcustomers.

research vendors Conductacompetitivecomparisonofvendors.Lookforvendorswithnewproducts,lowerpricesorbetterterms.

resist the temptation to offer deep discounts Avoiddiscounting.Discountingcanhurtprofitandencouragecompetitivematching.ConsideraFree-with-Purchasedealasanalternative.Itdoesn’taffectmarginsinthewaydiscountsdoandcustomersseeitasavaluabledeal.

managing Your Business… continued

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evaluate your performanceCarefullyanalyzeactualoperatingresultsagainstthegoalsandobjectivesestablishedinyourconstructionstrategy.

Have an end of construction saleDon’tassumecustomerswillautomaticallyreturnaftertheconstructionleaves.Abigpromotionwillremindcustomersthatit’stimetoreturntonormal.Operationally,it’sagoodwaytomoveoverstockedinventory.

test and measure your advertising strategy Usewebanalyticstomeasurethetraffictoyoursite.Testeverypieceofyourmarketingstrategy.

take picturesShowoffyournewstreetscapebyincludingphotosonyourwebsiteandinyournewsletter.

celebrateHaveacustomerappreciationpartytothankyourcustomersfortheirpatronage.

acknowledge your employeesRecognizeemployeeeffortsthatgobeyondthecallofduty.Therearemanyfreeandlowcostwaystorewardyouremployeesfortheirloyalty,creativityanddedicationtoyourbusiness.

Plan for growthIfyouproperlyplannedforconstructionandmaintainedclosecontrolsonyourbusinessduringconstruction,younowhavealltheinformationneededtocreateaverystronggrowthplan.Newchallengeswillalwaysbeheadedyourway.Thepreparedbusinesswillalwaysfairbetterthanthosewithoutaplan.

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the construction crews have left, but you still have work to do. Wrap up all construction related activities, evaluate their success and plan for the future.

c. What to Do after construction

You now have all the information needed

to create a very strong growth plan.

key contact information

city of milwaukee Department of Public WorksCeciliaGilbert, Permits and Communications Manager841NorthBroadway,Room501Milwaukee,WI53202Office:(414)286-3261Cell:(414)708-2295Cecilia.Gilbert@Milwaukee.govwww.Milwaukee.gov/mpwFor Support for Business Program Information or Inquiries from Media

milwaukee economic Development corporationDaveLatona809NorthBroadwayMilwaukee,WI53202(414)286-5840Davelatona@medconline.comwww.medconline.comInformation and assistance in low interest loans

milwaukee metropolitan assoc. of commerceKathyHarrison, Director of Development756NorthMilwaukeeStreet,Suite400Milwaukee,WI53202(414)287-4100Kharrison@mmac.orgwww.mmac.orgThe Council of Small Business Executives is a part of the MMAC. COSBE’s Executive Roundtable program provides small business owners with the ability to exchange ideas with each other in a confidential manner.

Wi Women’s Business initiative corporationWendyBaumann,President/CVO2745NorthDr.MartinLutherKingDriveMilwaukee,WI53212(414)263-5450,fax:(414)263-5456www.wwbic.comBusiness education, technical assistance, and access to capital for entrepreneurs for women, people of color, and those with low income

u.S. Small Business associationEricNess,District Director310WestWisconsinAvenueMilwaukee,WI53203(414)297-1471www.sba.gov/wiInformation on small business loans, grants, bonds and other financial assistance

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key contact information… continued

Wi Department of transportation (Southeast region)EmilynGrisar, Communications141NWBarstowStreetP.O.Box798Waukesha,WI53187-0798(262)521-5373Emilyn.Grisar@dot.wi.govwww.dot.wisconsin.gov/business/engrserv/itt/workbook.htmThe “In This Together” workbook provides specific tools to help businesses thrive during road construction.

Hispanic chamber of commerce – WisconsinEvelynAgosto,Business Support Specialist1021WestNationalAvenueMilwaukee,WI53204(414)643-6963,fax:(414)643-6994Eagosto@wi.rr.comwww.hccw.orgThe Chamber creates, expands and diversifies small and Hispanic-owned businesses in Wisconsin, with a strong focus on the Milwaukee metro area

milwaukee Department of city DevelopmentRhondaManuel, Neighborhoods & Business Development Manager809NorthBroadwayMilwaukee,WI53202(414)286-2037Rhonda.Manuel@Milwaukee.govFaçadeGrantinformationcanbefoundat:http://city.milwaukee.gov/facadeBusiness assistance for business owners interested in renovating the streetfaces of their buildings

Score Se Wisconsin310WestWisconsinAvenue,#425Milwaukee,WI53202(414)297-3942www.score.orgNon-profit agency whose members are trained to serve as counselors, advisors and mentors to aspiring entrepreneurs and business owners.

Small Business Development center161WestWisconsinAvenue,Suite6000Milwaukee,WI53202(414)227-3240www.sce-sbdc.uwm.eduThe center is focused on helping new entrepreneurs turn their ideas into viable business concepts, and working with established entrepreneurs to improve business performance.

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ZeidlerMunicipalBuilding841N.Broadway,Room501,Milwaukee,WI53202

414-286-2489

www.Milwaukee.gov/SupportforBusiness