The saying goes that experience is the best teacher and nowhere is this statement more true than in the world of small business. Here, the best lessons are learnt from those who’ve set up shop, worked out what works and what doesn’t — paving the road for future small business owners and budding entrepreneurs.
As it turns out, one of the simplest strategies for establishing a flourishing small business is one that will barely feel like work: developing strong relationships within the community.
The best part is that this strategy can be tailored to a business’ specific industry and location.
For the owner of Penny Whistlers café, Cheree Henderson, moving from Sydney two hours south to Kiama not only meant a seachange and a slower pace of life, but a new — and at the time, unfamiliar — community to immerse herself, her family and her newly opened (family-owned) small business in.
Her business allows her to be customer-facing, and it’s a point of focus for her and her husband Pete in becoming part of the local community.
“We are very present in the business and so people see us on a daily basis, people know who we are,” she explains. “It’s an amazing community.”
Although Kiama is a coastal town popular with tourists, Henderson estimates that 80 per cent of her customers are local, and it’s an incentive to give back.
“We do things to help local charities and schools — like fundraising or contributing vouchers to the school P&C.”
Strong integration in the local community also means sourcing local produce where possible.
“Our eggs and meat are from nearby Jamberoo; our fruit and vegetables are all from around the Illawarra.”
It’s a business decision that is mutually beneficial. Other successful businesses like IGA also emphasise sourcing local produce, supporting other small businesses in the process.
“It makes sense; [customers] want to eat locally — they want to taste what’s around here — but then also, you’re helping [another small business]. We’re a small business and we want to help other small businesses too,” explains Henderson.
