NEIdeas
From barber shops to urban farms to laundromats and more, NEIdeas: Rewarding Ideas for Business Growth centralized and celebrated existing small businesses. A straight-forward application – supported by marketing in five languages and a network of over 30 trained small business ambassadors – invited entrepreneurs to step out of their everyday routines to answer a simple question on paper or online: “What is your idea for growth?” Annually, 30 businesses across Detroit, Hamtramck, and Highland Park received $10,000 in cash awards; two received $100,000; and all applicants were offered technical support to maintain and strengthen them in the neighborhoods that needed them most.
What it is.
NEIdeas worked to create opportunity for neighborhood businesses historically disconnected and locked out of resources. It broke the perception that support was only available for start-ups downtown by giving dollars directly to the ‘been-ups’ that survive and thrive throughout the city. In its inaugural year, 100 businesses were expected to apply and over 600 applications were submitted. Time and trust surfaced more businesses each year. Award recipients were spread across all 139 square miles of the city and ranged in age from three to 93 years in business with 74% minority-ownership and 64% women-ownership, reflecting Detroit, Hamtramck, and Highland Park. For so many, NEIdeas was the first time small businesses were recognized for the neighborhood anchors and heroes they are.
Why it matters.
Website
Date
3 years, 2013-2016
People
96 neighborhood entrepreneurs; 30 small business support ambassadors
Place
Detroit, Hamtramck, and Highland Park, Michigan
Team
45+ people including Detroit Economic Growth Corporation (administration); Projects and People (outreach and engagement); Lovio-George (brand identity, marketing, and PR); Good Done Daily and Who’s That (brand application); Three Words and Ali Lapetina (visual storytelling)
Client
New Economy Initiative
Investment
$1.5 Million: $500,000/year