WEsTOAKLANdced.berkeley.edu/downloads/gallery/incity/su13/incity... · 2013-10-03 · West Oakland...

transcript

West Oakland Environmental Indicators Project Business Incubator[In]City 2013 H. Fernando Burga GinetteWessel WarrenLogan ElianaAbuhamdi

RebeccaMcGoldrick PabloBaezaKathrynTam BiancaKlein-BretelerNatalieBerns

EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW

TheWestOaklandEnvironmentalIndicatorsProjectisacommunity-basedenvironmentaljusticeorganizationthatseeks to build local leadershipamongresidents.TheW.O.E.I.P.intendstodevelopabusinessincubatorat16667th Street to servetheneedsofWestOaklandresidentsas part of a comprehensive redevelopment and economic revitalization plan.

INTROdUCTION

• supportscommunityownershipofcommercialrevitalizationinWestOakland

• PromotesWestOakland’sentrepreneurialcharacter

• GeneratesandretainscapitalwithinWestOakland

III.significance

• surveys

• Interviews

• demographicandbusinessdatacollection

• ResearchbusinessincubatorprecedentsandWestOaklandhistoricalcontext

II.Methods

• developabusinessplanforamixed-retailbusinessincubator

• Createabusinesscurriculumforincubatorclients

• designtheinfrastructureforthebusinessincubator

I.Goal

WestOaklandisanisolateddistrictintheBayArea,cutoffbythePortofOaklandandsurroundedbyhighwaysandmasstransit.smallingeographicsize,culturally-diverse,andthelastB.A.R.T.stationfromtheEastBaytosanFrancisco,WestOaklandhastheopportunitytodevelopaclose-knitcommunityandarobusteconomy.

16667th Street

W.O.E.I.P.

B.A.R.T.WestOaklandstation

Proposeddevelopmentsite

Communityorganizationworkingonproject

LocalInnovators

LocalEntrepreneurs

LocalEnterprises

LocalIndustries

LocalEconomy

CapitalRegeneration

0 1Miles

Arts Retail Eateries

EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW

ConsideringtheexistingassetsandconditionsofWestOaklandiscriticaltoestablishingasuccessfuleconomicrevitalizationplan.Theseunique assets can provide an opportunity for equitable future development.ThroughexaminingtheeconomicenvironmentofWestOakland,wecanassesstheviabilityofabusinessincubator.

WEsTOAKLANdBUsINEssANALYsIs

Assets&ExistingConditions

81%ofemployedWestOaklandresidentscommutetojobsoutsideofOakland

76%ofworkersemployedinWestOaklandliveoutsideofOakland

WestOaklandNewBusinessessince2007

smallBusinessAssistanceProgramsinOakland

Community-BasedOrganizationsinWestOakland

7th St

Opportunity

• Misalignmentofavailablejobsandresidentlaborskills

• developlaborskills• HelpentrepreneursstartbusinessesinWestOaklandandencouragetohirelocally

Opportunity

• ProximitytoB.A.R.T.• Unusedlotsandstorefronts

• Transit-orienteddevelopment• Potentialcommercialspaceforincubatorgraduates

Opportunity

• diversenonprofitsector• substantialbusinesssupportservices

• developcollaborativepartnershipswithactivecommunity-basedorganizations

Opportunity

• strongindustrialartscenter

• MarketWestOakland’suniqueartisticidentity• supporttheprofessionalizationoflocalartists

Opportunity

• Cultureofentrepreneurship

• Transitioninformalbusinessesintoformalbusinesses

• Helplocalstart-upsbecomestablebusinesses

WestOaklandspecificPlanEquitabledevelopmentstrategy:ExistingConditions&Initialstrategicdirections,2013

InformationprovidedbyMargotPrado,CityofOaklandOfficeofEconomicandWorkforcedevelopment

Americansteelstudios.com

WestOaklandspecificPlanEquitabledevelopmentstrategy:ExistingConditions&Initialstrategicdirections,2013

HomeBeautysalon

WestOaklandEmploymentTransitFlow

seventhstreetCorridor

16667th St.Transitstation

IndustrialArts

Global&NationalPrecedents

Local&RegionalPrecedents

BUsINEssINCUBATORPRECEdENTs

Business incubatorsareprogramsdesignedtosupport the successful development of small businessesthroughanarray of resources and services.Byprovidingentrepreneurswithservicessuchasfinancemanagementandmarketingeducation,businessincubatorshelp local residents develop vibrant local economies.ThefollowingincubatorprecedentsexistincommunitieswithsimilarbackgroundsordynamicsasWestOakland.

Afro-BrazilianIncubator,Brazil

• Culture-specific

• Remoteassistance

• Freeservices

NationaldesignBusinessIncubator,India• Three-yeartaxexemption

• sliding-scaleregistrationcost

• Legalservices

NewOrleansHealingCenter,UsA

• Intendedtobringdiverseneighborhoodtogetherforfrequent,positiveinteraction

• Allbusinessesfocusonhealing

LaCocina,sanFrancisco• specializationinfoodindustry

• Noon-siteretail

• Focusonlow-incomewomenandimmigrants

• sharedproductionspace

• Offersfoodbusinessworkshopstoclientsandthegeneralpublic

• Fundedbyfoundations,governmentprograms,andretailsales

TemescalAlley,Oakland• Mixed-useretail

• Highlycuratedbylandlord

• Organicnetworking

• smallon-siteproductionmixesstudioandretailspace

• Focusesonartanddesignwithinproductsandservices

Popuphood,Oakland• Onlinemarketing

• six-monthwindowofgrowthwithoutrent

• Leasemanagementonbehalfofsmallbusinesses

• Usingnewretailtopromotepedestriantraffic,enhancedsafety,andanindependentlocaleconomy

SFGateAlbertLaw,SFWeekly

NationaldesignBusinessIncubatorAfro-BrazilianIncubator AmericanBooksellersAssociation

Lessons1.Funding 2.diverseretail 3.FlexibleandinclusiveMultiplefundingsourcesprovidecontinuityandstability.

Variousproductsandservicesdrawinmorecustomersandpreventclientcompetition.

Fostercollaborativeandsharedexperience.

WestOaklandisaprioritydevelopmentareabecauseofitspotentialfortransit-orienteddevelopment.TheWestOaklandspecificPlanwasdesigned with T.I.G.E.R.2 funding to market West Oakland’s assets and mitigate residential displacement.Thefundamentalprinciples of a business incubator help actualize the goals of the W.O.S.P.AligningthebusinessincubatorwiththeW.O.s.P.willbetterpositionitforbroadfundingopportunities.

THEWEsTOAKLANdsPECIFICPLAN

NavigatingTheW.O.s.P.

NavigatingtheBusinessIncubator

Challeng

esOppor

tunities

Challeng

esOppor

tunities

Funding displacementRevenue

Branding Viability BusinessExperience

$• Alignwithzoningandpermitguidelinestoapplyforregionalfunding(e.g..,OBAG)

• Cultivatemarketingstrategiestoattractothersourcesoffunding(e.g..,KivaZipandEtsymicro-lending)

• Incorporateincubatorasnonprofitandattractfundingthroughcrowd-sourcing

• Incubatorclientsincorporateasfor-profitsoretailcontributestolocaltaxrevenue

• CreatelocalbusinessesthathireWestOaklandresidents

• Cultivatelocalbusinessalliances

• GenerateeconomiccapitalamongpeoplewholiveandworkinWestOaklandtokeeprevenuelocal

• developauniqueidentityforWestOakland

• drawinoutsidecustomerswhileattractingcommunitycommercialdemand

• Createastrongphysicalandonlinepresencethatembodiesthecollectivevoiceofcommunity

• Communityparticipationinthedevelopmentprocessensuresincubatorrepresentscommunity

• Multiplesourcesoffundingandeventualfinancialself-sustainability

• definedmentorshiproleswithinthebusinessincubatorbuildclienttrustandself-esteem

• Anincubatormentor’scommitmenttotheclientreducesdropoutrates

• Thebusinessincubatorshouldbelocally-andculturally-drivenandshouldaddressdisplacement,revenue,andfundingtoalignwiththeframeworkoftheW.O.s.P.andattractfuturefundingopportunities.

• Thebusinessincubatormustappealtodifferentstakeholders’priorities.

• Branding,viability,andbusinessexperiencetietogethercommunity,city,andinvestordemands.

LearningFromTheW.O.s.P.&Incubation

Inordertoreceivefunding,abusinessincubatorneedstohaveacomprehensivebusinessplan.Ultimately,the success of the business incubator hinges upon a well-designed business plan.Thebusinessplanshouldincludeanexecutivesummary,governanceandstaffingdescriptions,amarketingandpublicrelationsstrategy,clientselectionandservices,andawaytomeasureimpact.

Executivesummary

Governance&staffing

Budget&Finance

Marketing&PublicRelations

Clientselection&services

MeasuringImpact

• Board of Directors • diversearrayofbackgroundsandconnections •RepresenttheWestOaklandcommunity

• Staff selection • Prioritizetheclient’sneeds

• MissionWestOaklandInc.isanonprofitbusinessincubatorconsistingofcommunityleaders,investors,andentrepreneurscommittedtoWestOakland’seconomicdevelopment.Byprovidinglow-costspace,mentorship,andbusinesseducationservicestoaspiringWestOaklandentrepreneurs,weseektodevelopbusinessandcommunityleadershipthatreinvestsinWestOakland.Ourvisionisavibrant,self-sustainingWestOaklandthatiscommittedtomaintainingitsculturalroots.

• Funding • Fundingfrommultiplesources(e.g..,governmentprograms,foundationgrants,financialsponsors,crowdsourcing,communitydevelopmentfinancialinstitutions)

• Self-sustainability • Generaterevenuefromclientrent,servicefees,andworkshops

• Methods • Conventional(e.g..,Op-eds,letterstotheeditor,pressreleases)• Innovative(e.g..,blogs,socialmedia,communityevents)

• Highlight the client • Publicgainsaclearunderstandingofthepurposeandoperationsoftheincubator

• Client selection • Evaluateaclient’smanagementskills,entrepreneurialdrive,andproductmarketability• FilterbylocationtoselectWestOaklandresidents

• Service providers • separatefrompaidstaff •Pro-bonoorreducedrateservices

• Services offered • Basicbusinessmanagementskills(e.g..,marketing,technologycounseling,financialmanagement)• Addressclientspecificneeds(e.g..,foodpermits,copyrightandtrademarkexpert)

• Client growth • Regularcontactensuresclientsaremeetingtargetsinareasonabletime-frame

• Graduation • Evaluategraduationratesandfollowupwithgraduatesforrevenueandhiringstatistics

BUsINEssPLANFORINCUBATOR

What How

RepresentationfromtheWestOaklandcommunitybuildstrust,legitimacy,andsharedexperience.

steadyfundingisnecessaryforthebusinessincubatortobeasourceofstabilityinWestOakland.

CreatingauniqueidentitywillbringoutsiderevenuetoWestOaklandbusinessesintheincubator.

ProvidingaffordableservicesallowsWestOaklandentrepreneurstostartsuccessfullocalbusinesses.

successfulgraduatesareencouragedtosetuptheirbusinessesinWestOaklandandhirelocalresidents.

EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW CLIENTCURRICULUM

Thecurriculumwillbeapowerfultoolforfosteringanenvironmentthatallowsparticipantstopursuetheirdreamsoforganizingandoperatingabusinessventure.Itshouldbewell-structuredandcoordinatedforparticipantstofeelfullyinvestedandcommitted.Thecurriculum should address all aspects of the individual, combining knowledge with confidence-building actions, as well as the development of life skills associated with entrepreneurship.

Knowledge

Access

Actions

Capability

Creativity

I.Application&Enrollment

II.BuildskillsForself-Employm

III.developClientBusinessPlan

uildBus

inessAn

staina

GoalsOutreachtopotentialsuitableapplicants

Balanceclientmix

ComponentsOrientationworkshop

Applicationprocess

AchievementsCommitmentandcollaborationagreements

Accountabilitybetweenclientandprogram

Goalsdevelopclientbusiness

ComponentsWorkwithserviceproviderstosecure

fundingforclientbusiness

shadowprofessionalsinindustryrelatedtoclientbusiness

AchievementsCompleterequiredhoursofshadowing

professional

securefundingtoimplementbusinessplan

GoalsAddressclientneedfor

information,inspiration,advice,andsupport

Clientbuildstrustwithstaff

ComponentsAstructuredcoursealternatingclassroomsessionswithprivateconsultationsbetween

clientandtrainer

Menuofoptionalworkshops

AchievementsCreateactionplanwithmentor

Goalssustainfunding

Transferclient’sbusinessplanfromideatoretailspace

developpost-incubatorplan

ComponentsNetworkwithotherincubatorclientsand

industryprofessionals

Accesstoaffordableretailspace

AchievementsClientcanself-managebusiness

Businessisfinanciallyself-sufficient

RoleOfTrainers

Rangeofcoachingrolesabletoconnectwithclients

setthetonetoestablishclientmomentumandinvestmentintheincubatorprogram

Retailspace

Low-riskenvironmenttogainretailexperienceand

confidence

Enhancescollaborativeworkingenvironment

Micro-Finance

Helpborrowerswholackcollateral,steady

employment,oraverifiablecredithistory

Networkofdonorswhoinvestinprojects

RegenerationIncubator graduates moveintomore

permanentretailspaceandhireemployees

Graduated businesses reinvestinthecommunity

andtheincubator

EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW BUsINEssINCUBATORdEsIGN

ThebuildingblocksofthedesignforWestOaklandInc.takeinspiration from both the physical character of the neighborhoodaswellasthedrivetogive durable objects a second life.Inadditiontoadaptivereuse,thedesignfortheincubatorisalsoaboutshared space, linking interior and exterior, and ultimately, fostering the relationship between space and personal growth.

7thstreet

Campbe

llstreet

EstimatedCost:$15/squarefoot

EstimatedCost:$3,000/Container(20’)

EstimatedCost:$160/squarefoot

EstimatedCost:$50,000fora~2,500squarefootpavilion EstimatedCost:

$1-$2/pallet

GranaryRow,saltLakeCity,Artrick

somastrEATFoodPark,TablehoppershippingPallet,The Improvised Life

BrooklynGrange, Midwest Laboratories Blog

BrickWall,The Independent

AdaptiveReuse• Usedshippingcontainers• shippingpallets• PortofOakland• Convenienceandcharacter

sharedspace• Interiorco-workingspace• Motivationalenvironment• Networkingandflowofideas• Rooftopcommunitygarden

Indoor/Outdoor• Outdoorretailvillage• Pavilionseatingarea• Aplaceforcommunitytogather

APlaceforPersonalGrowth• Mentoringspace• Low-riskretailenvironment• Gradualindependence

Exterior

Interior100’

EsTOAKLANd[INC]ACOMMUNITY-BAsEdAPPROACHTOBUsINEss ACOMMUNITY-BAsEdAPPROACHTOBUsINEssW FINdINGs

ImplementationConsiderations

BeRespectful,BeBold

MarketAnalysis• Assesscostofspace

• determineindustryrevenueofpotentialincubatorclientbusinessesandaffordabilityofincubatorspaceandserviceprices

Branding• Makesureincubator’spurposematchesitsmarketingstrategy

• Buildauniqueidentitytoattractoutsidecustomers

• ReflectthelocalidentitytokeeptheincubatorgroundedinWestOakland’sroots

HireLocally• FilterforWestOaklandzipcodesorcensustracts

• Encourageincubatorbusinessestohirebasedonemployeeworkexperienceratherthaneducationdegreeattainment

TaxIncentives• EncouragelocalhiringandthestartupofsmallbusinessesinWestOaklandthroughtaxpolicy

• Reducegreenhousegasemissionswithtransitcheckstomotivateemployeestobikeorusepublictransit

staffsupport• ConsiderhiringanAmeriCorpsVistatohelprecruitincubatorclients,adjustcurriculumasneeded,andformpartnerships

• developabaseoftrainedandcommittedvolunteers

UnusedLandAndstorefronts• Considerusingasfuturesitesforgraduatebusinesses

• Howdowedetermineifclientsareabletoworkcollaboratively?

• Howdoweincorporatetheincubatorasanonprofitentityandtheincubator’sclientbusinessesasfor-profitentities?

• Howcanwepromotebothcommunityandeconomicgrowth?Howcantheincubatorbenefitpeoplewhoarenotclients?

• Asincubatorclientsgenerateeconomiccapital,howcanweencouragelocalphilanthropism?

• HowdowetapintothecultureofentrepreneurshipinWestOaklandwithoutvilifyingtheinformaleconomy?

ConsideringWestOakland’scontextiscentraltodevelopingasuccessfulbusinessincubatorthatgeneratesequitableeconomicdevelopment.HavingexaminedWestOakland’sexistingconditions,incubatorprecedents,andtheWestOaklandspecificPlan,wehavedevelopedabusinessplanfortheincubator,acurriculumfortheincubatorclients,andadesignfortheincubator.Wemustconstantlyrevisit these plans with the following points and questions in mind.

WEsTOAKLANdced.berkeley.edu/downloads/gallery/incity/su13/incity... · 2013-10-03 · West Oakland...

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