North Idaho Business Journal: Small businesses, big impact

The fabric of a small community is a tapestry of people and cultural identities that distinguish it from other locales.

Small businesses are one of the main threads that hold it all together.

Whether it’s the mom-and-pop furniture store, the custom print shop, a favorite watering hole or even the restaurant that claims to have the “best (insert dish here)” — these places provide local alternatives to corporate chains, each adding to their community's personality and feel.

“The special, secret ingredient that small businesses bring to any town is their unique identity and character,” Coeur d’Alene Regional Chamber President and CEO Linda Coppess said. “They are made up of people/families who are passionate about providing a product or service, and they bring a rich and diverse feel to communities.”

Small businesses play a significant role in Coeur d'Alene, Coppess said. They bring numerous benefits and contribute to its overall well-being, including economic impact.

“Small businesses serve as a vital economic engine for the community,” Coppess said. “They create job opportunities, provide income for local residents and contribute to the local tax base. By supporting local businesses, residents help circulate money within the community, fostering economic growth and stability.”

Small businesses augment community engagement by fostering personal relationships with customers and providing personalized services. They often have a deeper understanding of local needs and preferences, helping to build a sense of community and strengthen social connections among residents.

They give a small town its own identity, often offering distinct products and services that reflect the character and culture of that community.

“They contribute to the local flavor by showcasing the creativity, craftsmanship and entrepreneurial spirit of residents,” Coppess said. “Small businesses help create a sense of place, making the community more appealing to visitors and enhancing its overall attractiveness.”

Many times, small businesses don’t have much of a voice on their own, which is where the local chambers of commerce come into play.

The goal of any chamber is to further the interests and successes of the businesses in their community. This can be done through promotion, community events and public relations.

Shoshone County has two chambers, one that represents the Silver Valley as a whole, and another that specifically works toward the betterment of the Wallace business community.

No rivalry exists between the two. Several businesses participate in both chambers, with the understanding that Wallace’s bustling tourism industry is a beast unto itself.

“In Wallace, small businesses reflect our community by being aware of all that is happening, not just in the ‘business district’ but in the community, knowing their neighbors, supporting each other and lending a helping hand,” Wallace Chamber President Valerie Finlay said. “The thriving businesses are the ones who are in touch with all the events, tour buses and other visitors. They are the ones who donate to every fundraiser and organization and support all of those by sharing that content with others.”

The Silver Valley Chamber is led by a familiar voice in the North Idaho business community, former Shoshone News-Press publisher Keri Alexander.

Alexander worked in the newspaper advertising industry for more than 30 years. In that time, she saw her fair share of small businesses come and go.

According to Alexander, passion is what determines a business’ success.

“I believe that the small businesses who go the distance are 100% committed to serving their community passionately with quality products and services, offering consistent hours and days that they're open for business, giving exceptional customer service and continually marketing their products and services,” Alexander said. “Also, they are committed to playing a larger role beyond the brick and mortar of their business. They participate in community functions and events, and offer support by volunteering or contributing financial support to help the success of these worthy causes and celebrations.”

Finlay and Alexander opine that the key to sustained success requires collaborative efforts among businesses, a strategy known as “sharing the wealth.”

“In Wallace, the business owners will constantly refer guests, tourists or residents to try a different business if they are looking for something specific,” Finlay said. “These long-standing businesses know the inventory or menu of other businesses just as well as the actual owners themselves.”

Back in Kootenai County, nearly 500 members comprise the Post Falls Chamber of Commerce, with 263 of them having a Post Falls zip code. Nearly 250 of those are small businesses with 50 or less employees. The city of Post Falls has 2,025 active business licenses, and 1,915 of those are small businesses.

“Post Falls is known for being a smaller city with a big heart and that comes from the businesses here that support all aspects of our community,” Post Falls Chamber President and CEO Christina Petit said. “They have a huge impact on our quality of life, our culture and our economy. Small businesses are nimble, personal and impactful. Our local nonprofits are supported heavily by our small business community and that is so important for the quality of life we love so much here in Post Falls.”

She said it’s the best feeling to walk into a business where staff members know your name.

“When you think of places you have lived or have traveled to, it’s the small unique mom-and-pop style places that you remember,” Petit said. “They give you special experiences and those businesses stand the test of time. Think of places like Flowers By Paul, Seright’s Ace Hardware, Century Publishing, Ross Point Mini Storage, Greyhound Park, Stateline Speedway and Medicine Man Pharmacy. They have been around for nearly 40 years building relationships, providing jobs, paying taxes and supporting our community. They all have had a huge impact on our way of life in Post Falls.”

Business districts in communities of any size require diversity in the services and products they offer, as well as a healthy amount of competition.

This is where marketing comes in.

There are painful realities to self-promotion that Alexander believes some business owners may not want to hear, but must understand for the good of their businesses.

“Unfortunately, people forget about you,” Alexander said. “Also, depending on what type of item you sell or service you offer, if it's not something that folks consistently need to purchase on a day-to-day, week-to-week or monthly timeline where they create a habit of visiting your business, the funnel of potential customers gets smaller. It's important to not get caught in the trap of thinking that potential customers will remember your business because maybe you have a sandwich board outside your building or you think that your friends and acquaintances will shop you first because you're the only one who sells that product in town. You might be sadly mistaken.”

A number of tools for success are at business owners’ disposal.

“In today's day and age, the power of digital media is strong,” Finlay said. “Word of mouth is great for those who are in your presence at the moment, but in order to bring more customers and clients to your doorstep, you have to have a digital presence.”

Through social media and an online presence, businesses can bring products and services to customers in almost every corner of the world. Print marketing is also a tool not to be underestimated.

“Businesses today need to take advantage of every opportunity to market and advertise themselves, choosing their own narrative that showcases positive buying experiences from happy satisfied customers,” Alexander said. “I love the old adage from my friend Joe Bonura, one of the brightest advertising executives I've ever met, who said, ‘Unseen, untold, unsold.’”

Economic development entities are also a valuable resource for businesses. In Shoshone County, that resource is Silver Valley Economic Development Corporation.

“They have resources for funding, education on licensing and registering with the state and other business development tools,” Finlay said.

Alexander also recommends the Idaho Small Business Development Center, which has offices throughout the state.

Some challenges being felt by local businesses are being felt elsewhere in the country: staffing and affordable housing.

“It is tough to recruit quality employees to our area due to the lack of affordable housing,” Petit said. “Many businesses are having to close a day or two a week when they normally wouldn’t or shorten the open hours. They are being very creative to continue to be successful because they know the labor shortage isn’t going to get any better any time soon.”

She said the best thing to do to support the small business community is to shop local first and have patience.

“We need to understand they are doing what they can to provide quality service with limited resources,” she said. “Another way to be helpful is to participate in the solution efforts that agencies like Connect Kootenai and United Way are working on for housing and workforce shortages.”

Coppess also emphasized ways community members can be supportive of local small businesses.

“We can be patient and kind when a small business is short-staffed and service may be slower than usual, or their hours of operation may be less than normal or their inventory is smaller than usual,” she said. “They are doing the best they can, working many more hours than normal to serve us. We should come to the table with more grace and gratitude.”

Alexander said the opportunity to purchase products and services locally and not have to travel and spend additional resources such as valuable time and money outside the community is powerful.

“A strong business community is the root of creating desirable neighborhoods to raise families and it attracts abundance and prosperity for everyone in the community by offering employment opportunities, philanthropy, camaraderie and friendship,” she said.