If you want to succeed in a small business of your own, you have to participate in the community. You can't just be another company scraping off the cream of the top, making lots of profit, and then turning your back on the very community that supported you through the ups and downs in the business cycle. If you look at the businesses which have been in the community long-term, the ones which are the most respected, the reason they are still in business is because they are one with the community.
For this case study I'd like to talk about the oil change and lube business model. You see, before I retired, I was involved in the automotive service sector. Something triggered my memory the other day, as I got one of those little postcards in the mail telling me that my city was sponsoring a; "used oil and oil filter recycling event." The postcard said that if I brought my car in between a certain time during the weekend, then they would give me a free oil filter for merely bringing in my used motor oil, after I changed the oil in my car, along with the used filter too.
It turns out that our local NAPA Auto Parts store is helping to sponsor this event. Sponsoring an event with a local community church, large corporation, environmental group, or municipality of this type can do wonders to help your business. Not only is it free advertising in the community calendar section of the newspaper, but all those that participate also will get a coupon from your business, and know that you care about the community, and that your small business is one with the local community. It's amazing how much goodwill you can get for your business by doing something positive in contributing to your community and the environment.
Interestingly enough, we had helped out at times with our mobile oil change units at churches and volunteered to change the oil in cars of the senior citizens, and then we gave a discount for regular churchgoers, and did the oil changing in the parking lot while they were in church. We'd then donate the money back to the group for the youth program. In fact we allowed the youth to help us, that's free training on how they can change their own motor oil in the future. We gained in several ways not only from community goodwill, but we were able to find eager young people willing to work on our crews.
Why don't you try this in your community to develop synergies, and see what it's all about. You'll be glad you did, and your business will find itself with increased revenue and increased customer loyalty. Indeed I hope you will please consider all this and think on it.
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