Hard as it is to imagine, over 97 percent of all businesses in the state of Nevada are classified as “small businesses,” with less than $1 million a year in sales and fewer than 100 employees. What is even more impressive is that 96 percent of Nevada’s businesses have less than $500,000 in annual sales. With over 57,000 businesses in the state, small business is a big part of Nevada’s economy.
Small companies struggle to get the word out to consumers, businesses and governmental buyers about what they have to offer. Each year millions of dollars are spent outside the state for products and services that are readily available in Nevada; this lost sales revenue is not helping to build Nevada’s infrastructure and ensure a high quality of life for Nevada’s citizens.
The state of Nevada has invested in a variety of programs that are enticing primary-job employers to move here. But until recently no statewide programs have existed to help market the products and services available from Nevada’s small-business community. Addressing this challenge requires an effective statewide marketing program that includes an easily recognizable “brand,” as well as a committed team focused on helping small businesses grow.
From its experience in supporting rural businesses throughout Nevada, the Community Business Resource Center (CBRC) reached the conclusion that Nevada’s small-business community could benefit from the experience of other states to create a self-sustaining program that would build consumer, business and government-buyer loyalty to products and services from Nevada-based businesses.
With this in mind, in late 2003 the CBRC, with assistance from the Nevada Commission on Economic Development (NCED), began evaluating small-business marketing programs throughout the U.S. Based on that research, the CBRC developed and launched the Buy Nevada program in mid-2004.
Buy Nevada is a membership-supported and -governed business development and support program that combines the power of a statewide business cooperative with CBRC’s experience in supporting small businesses throughout Nevada. The program focuses on achieving three goals for its members: 1) Attract new customers from throughout Nevada for members’ products and services; 2) Reduce the loss of retail sales to other states; 3) Provide members with access to the best business-assistance services available to help them solve problems and grow their businesses.
Businesses that join Buy Nevada have access to a wide range of services to help market their products and services under the Buy Nevada brand. These tools include:
A distinctive logo and promotional material that reinforces the “Buy Nevada” message to consumers and business and governmental buyers.
Online and print directories of member products and services.
Low-cost product exhibitions held throughout the state.
Promotion by program staff to consumer, business and governmental buyers.
Presentations by program staff to private, public and governmental organizations.
Networking, training and social opportunities.
Staff support in referral to business assistance services.
Other services under development include:
Buy Nevada showrooms where member products and service information can be displayed.
A frequent-buyer discount card to attract buyers to member products and services.
Product development support services.
“Nevada Shopping Network” television program.
A recent example of how the Buy Nevada program has helped its members comes from Fran Pritchard, owner of Panchitas, Inc. and creator of the Killer Salsa product line.
“The Buy Nevada program was instrumental in helping us accomplish our 2004 sales goal,” Pritchard stated. “We wanted to develop sales through the stores in the Reno and Las Vegas airports but were too busy to pursue it.” When I told the Buy Nevada staff of my goal, they jumped on it, researched who to contact and helped us get the opportunity to present our products. That is the hard part for small business – just getting the opportunity to present what you have to offer.”
Result… Killer Salsa is selling in both airports, in front of thousands of potential new customers each day, and that’s the kind of result every small business can appreciate.
Membership information and applications are available from the Buy Nevada Web site, www.buynevada.org, or by calling either Gary Lyon or Sandy McCleary at (800) 337-4590, toll-free throughout Nevada.