NYC Small Business Services State Of Small Businesses Survey

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NYC Small Business Services State of Small Businesses Survey June 2019

Slide 2 Table of Contents 2 Section: 1 Executive Summary 3 Section: 2 Respondent Overview 5 Section: 3 Respondent Hiring Needs 15 Section: 4 Respondent Workforce Needs 19 Section: 5 Respondent Barriers to Growth 23 Section: 6 Small Business Tools & Resources 26 Section: 7 Strategies & Services 31

Slide 3 3 Section: 1 Executive Summary

Slide 4 Executive Summary In 2017, the New York City Council passed LL 209-2017 and LL 210-2017 requiring the Department of Small Business Services (SBS) to complete a survey and plan to address the needs of small businesses. In August 2018, SBS released a survey that was distributed via outreach to elected officials; outreach to community partners, including chambers of commerce; direct email outreach to businesses that SBS has supported through its programs; and posting on SBS social media pages. The survey received approximately 500 responses. Respondents answered questions related to their hiring needs, desired employee skills, barriers to growth, and the tools and resources they need to succeed. Unfortunately, the survey sample is not representative of the city’s business population; the findings presented are based on a limited data set, which is not weighted to be representative of the population of NYC small businesses. Key findings from the survey included: More than 40% of respondents said they did not currently have enough employees to sufficiently operate their business. The most commonly cited challenge facing businesses was labor. Respondents looked for work ethic, customer service skills, and work experience when hiring employees. Respondents faced challenges related to real estate, cost of overhead, rules and regulations, and financing. More than 60% of respondents reported that they did not have the tools, resources, or time needed to find talent and to address other top challenges. An analysis of top respondent needs revealed that many of the challenges are addressed via free services offered by SBS. However, approximately 50% of respondents had not used SBS services. SBS will aim to increase awareness of its services and build on newly launched programs to increase offerings on topics desired by small businesses, including marketing and human resources training. 4

Slide 5 5 Section: 2 Respondent Overview

Slide 6 Online Survey Methodology The survey was conducted online. Data collection began late August 2018, and the survey is still active. SBS worked to get the word out to business owners, including: Outreach to elected officials Outreach via community partners, including chambers of commerce, merchant's associations and Business Improvement Districts Direct email outreach to businesses that SBS has supported through its programs Posting on SBS social media pages A total of 543 individuals responded to the survey through May 2019. However, individuals did not respond to every question. As a result, some key questions had fewer than 200 responses. This data provides directional insight but can not be seen as representative of all businesses in New York City. 6

Slide 7 Respondent Personal Demographic Profile Summary Majority of respondents (79%) are between the ages of 35 and 64. Approximately half of the respondents are White/Caucasian. African Americans and Hispanics account for about 1520% each. The overwhelming majority (94%) have a college or related/advanced degree. Only 6% have just a high school diploma. Distribution of household income is broad with no one income segment being predominant. 7

Slide 8 Respondent Personal Demographic Profile Responses: 140 Age 1% Responses: 139 Race/Ethnicity 6% 9% 11% 8 Asian / Pacific Islander 25 - 34 20% 35 - 44 21% 21% 45 - 54 55 - 64 Hispanic 50% Multiple ethnicity / Other (please specify) White / Caucasian 15% 65 - 74 75 or older 37% Black or African American 9% Responses: 138 Educational Attainment Household Income 8% 14% 16% Associate's degree College graduate 40% 32% High school or G.E.D. Post graduate degree Some college 6% 12% 16% Responses: 138 14% 14% 12% 7% 6% 3%

Slide 9 Respondent Business Profile Summary About a quarter of the respondents launched businesses in the last two years. A little less than half (44%) have businesses that have been in operation for between 2 and 10 years. And a third have businesses that have been in business for more than 10 years, with a handful more than 50 years. A third of the respondents are from Manhattan, and about a quarter each are from Brooklyn and Queens. About a quarter of respondents generated more than 500,000 in business revenue last year. Half of the respondents generated less than 100,000 in business revenue last year. From an industry classification perspective, the breakdown is as follows: Food services: 17% Professional, scientific, and technical services: 15% Construction: 9% Arts, entertainment, and recreation (such as gyms): 7% Other (unnamed industries): 19% Approximately 50% of all respondents are currently leasing commercial space; only 14% own their space. Approximately a third (33%) of respondents either have temporary, or month-to-month, business locations, including coworking spaces or home offices. Approximately a third (33%) of respondents said they currently have no employees; and a quarter (26%) have fewer than 5 employees. Very few respondents (12%) have more than 5 full-time employees. About half (47%) of non-managerial employees are paid minimum wage, while 25% are paid 15 to 20 an hour. About 12% of respondents pay more than 31 an hour to non-managerial staff. About 17% of managerial employees are paid minimum wage, while 25% pay 15 to 20 an hour. About a third (30%) of respondents pay more than 31 an hour to managerial staff. 9

Slide 10 Respondent Business Profile 10 Location of Business Years in Business 5% 24% 7% 20% 24% Bronx 25% Between 2 and 5 years Brooklyn Between 5 and 10 years 19% 33% Manhattan Greater than 10 years 12% Other Less than 2 years Queens Staten 31% Responses: 186 Responses: 197 Responses: 202 Business Revenue Last Year MORE THAN 500,000 28% 100,000- 500,000 24% 50,000- 100,000 12% LESS THAN 50,000 36% 0% 5% 10% 15% 20% 25% 30% 35% 40%

Slide 11 Respondent Business Profile Business Industry Classification Other * Food Services (such as Bars and Restaurants) Professional, Scientific, and Technical Services Construction Arts, Entertainment, and Recreation (such as Gyms) Other Manufacturing Retail Trade (such as Bodegas and Convenience Stores) Education Services Health Care and Social Assistance (such as Child Care) Food and Beverage Manufacturing Administrative and Support Services Repair and Maintenance (such as Auto Shops) Real Estate (such as Rental and Leasing) Finance and Insurance Wholesale Trade (such as Grocery Stores) Mining, Quarrying, and Oil and Gas Extraction Information Barber Shops and Hair Stylists Management of Companies and Enterprises Laundry and Dry Cleaning Services 11 Number of Respondents % of Total 37 33 29 18 13 10 9 9 5 4 4 3 3 3 2 2 2 2 1 1 19% 17% 15% 9% 7% 5% 5% 5% 3% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% * Respondents did not provide details on which “Other” business industry they belong to.

Slide 12 Respondent Business Profile 12 Rent vs. Own 14% Lease 23% 53% Month-to-Month Other (please specify) Own 10% Responses: 201 Responses: 158 Current Employees * 34% 27% 22% 18% 1% NO EMPLOYEES LESS THAN 5 EMPLOYEES 5 - 10 EMPLOYEES 10 - 50 EMPLOYEES MORE THAN 50 EMPLOYEES * Current employees is a combined count of parttime and full-time employees

Slide 13 Business Profile Relative to Employees 13 Responses: 144 Part-Time Employees 46% 31% 16% 8% NO EMPLOYEES LESS THAN 5 EMPLOYEES 5 - 10 EMPLOYEES 10 - 50 EMPLOYEES Responses: 137 Full-Time Employees 38% 34% * Some respondents selected both part-time and full-time employees 16% 12% 1% NO EMPLOYEES LESS THAN 5 EMPLOYEES 5 - 10 EMPLOYEES 10 - 50 EMPLOYEES MORE THAN 50 EMPLOYEES

Slide 14 Business Profile Relative to Employees 14 Responses: 139 Wage Scale for Non-Managerial Employees 31 /HOUR 12% 27/HOUR TO 30/HOUR 8% 24/HOUR TO 26/HOUR 4% 21/HOUR TO 23/HOUR 4% 18/HOUR TO 20/HOUR 10% 15/HOUR TO 17/HOUR 14% MINIMUM WAGE TO 15/HOUR 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Responses: 127 Wage Scale for Managerial Employees 31 /HOUR 30% 27/HOUR TO 30/HOUR 9% 24/HOUR TO 26/HOUR 13% 21/HOUR TO 23/HOUR 6% 18/HOUR TO 20/HOUR 10% 15/HOUR TO 17/HOUR 15% MINIMUM WAGE TO 15/HOUR 17% 0% 5% 10% 15% 20% 25% 30% 35%

Slide 15 15 Section: 3 Respondent Hiring Needs

Slide 16 Respondent Hiring Needs Overview As many as 42% of respondents indicated that they need more employees but are unable to hire. Respondents who struggled to find talent cited lack of resources, the need for a specific skill set, and turnover as challenges in finding the necessary staff. For those who had hired employees, the primary recruitment sources for candidates included: Friends and family: 32% Online postings (i.e. Monster/Indeed): 23% Craigslist: 20% Social media: 16% Workforce1 Centers: 5% 16

Slide 17 Current Hiring Needs 17 Need for Additional Employees 42% 58% No Yes Responses: 159 Top Reasons Cited for Not Hiring Employees: Can’t afford to hire High turnover Can’t find specific skill sets needed for business Only hiring for specific jobs/projects (when needed) Need working capital to hire employees Last Position Hired: Cook/Chef Accountant Administrative assistant Project manager Barista Carpenter Electrician Dental assistant Data entry analyst Field technician Installer Designer Kitchen staff Office manager/assistant Sales associate Truck driver Teacher Receptionist Software developer Painter Marketing specialist Clerical staff

Slide 18 Recruitment Resources Used Recruitment Sources 4% 5% Paid Recruitment Service Workforce1 Centers 32% 16% Social Media Craigslist 20% 23% Online Postings (such as Monster and Indeed) Friends and Family Responses: 232 18 Other Sources: Alumni networks General referrals Newspapers Union shops ZipRecruiter Freelancer portals Google LinkedIn

Slide 19 19 Section: 4 Respondent Workforce Needs

Slide 20 Respondent Workforce Needs Overview Nearly half of respondents indicated a need for employees. Most respondents were not seeking specific subject matter expertise or a significant level of experience, especially for non-managerial employees. Respondents indicated the key qualifications for employees are: Work ethic: 29% Customer service skills: 17% Relevant work experience: 17% Punctuality: 16% Subject matter familiarity: 11% Anecdotally, respondents cited willingness to learn, attention to detail, and overall fit for the company’s culture as other desired qualities. With respect to minimum years of experience required, 83% require previous professional experience for nonmanagerial employees. Nearly all businesses (92%) require previous experience for managerial employees. More than 40% of respondents look for 3-5 years of experience in managerial employees, compared to only 16% who look for the same level of experience for non-managerial positions. 20

Slide 21 Desired Criteria 21 Responses: 411 Criteria for Hiring Employees WORK ETHIC 29% SUBJECT MATTER FAMILIARITY 11% STRONG RECOMMENDATIONS 6% RELEVANT WORK EXPERIENCE 17% PUNCTUALITY 16% OFFICE MANAGEMENT SKILLS 3% CUSTOMER SERVICE SKILLS 18% 0% Other Criteria: Ability to learn quickly Fit with company culture Loyalty and honesty Licensing needed for job Personality Trustworthiness Salary expectations Attention to detail 5% 10% 15% 20% 25% 30% 35%

Slide 22 Experience Required for Employees 22 Minimum Experience Non-Managerial Employees Responses: 128 54% 17% 16% 10% NO EXPERIENCE LESS THAN 1 YEAR 3% 1 - 2 YEARS 3 - 5 YEARS Minimum Experience Managerial Employees MORE THAN 5 YEARS Responses: 120 41% 36% 12% 8% NO EXPERIENCE 3% LESS THAN 1 YEAR 1 - 2 YEARS 3 - 5 YEARS MORE THAN 5 YEARS

23 Slide 23 Section: 5 Respondent Barriers to Growth

Slide 24 Respondent Barriers to Growth Respondents described a range of challenges while operating their businesses in New York City. Many of these challenges align with national trends on top issues for small businesses, including access to talent, the cost of rules/regulations, and access to financing. Respondents indicated that their top challenges include: Labor, including cost, availability, and retention: 17% Real estate, including lease terms, landlord harassment and overall cost: 14% Overhead, including insurance and utilities: 13% Government rules and regulations: 12% Access to loans, credit and financing: 12% Marketing to customers: 11% Anecdotally, respondents stated specific challenges including accessing and retaining new clients, accessing funding and business loans, navigating many regulations, and paying for the cost of workers compensation and unemployment insurance. In terms of financing, approximately two thirds of respondents stated they used less than 50,000 to fund their growth; approximately half of respondents used less than 10,000. To fund growth, approximately one third of respondents used business loans and lines of credit. 24

Slide 25 Top Challenges for Respondents 25 Challenges Facing Businesses Responses: 431 LABOR (RETAINING EMPLOYEES, FINDING SKILLED WORKERS, LABOR COSTS, HEALTH INSURANCE/MEDICAL COSTS) 17% REAL ESTATE (PROPERTY TAXES, COMMERCIAL RENT COST, LEASE TERMS, LANDLORD HARASSMENT) 14% OTHER COSTS (BUSINESS INSURANCE, ELECTRIC/WATER/UTILITY BILLS, MARKETING/ADVERTISING COSTS) 13% GOVERNMENT RULES & REGULATIONS (LICENSES, PERMITS, FINES, AND TICKETS) 12% ACCESS TO LOANS/CREDIT/FINANCING 12% ACCESSING CUSTOMERS (ADVERTISING, SOCIAL MEDIA) 11% ACCESS TO GOVERNMENT CONTRACTS 8% ECONOMIC TRENDS (SHIFT TO ONLINE SHOPPING, INDUSTRY CHANGES) 6% LOCATION (LACK OF PARKING/TRANSIT, HIGH TRAFFIC/PEDESTRIAN CONGESTION, CRIME/SAFETY) 4% REBOUNDING FROM TEMPORARY INTERRUPTIONS OR EMERGENCIES (LARGE CONSTRUCTION PROJECTS, FIRES, NATURAL DISASTERS) 3% 0% 2% 4% 6% 8% * Respondents were asked to select their top 3 challenges; responses have been aggregated 10% 12% 14% 16% 18%

Slide 26 26 Section: 6 Respondent Small Business Support: Tools & Tools Resources & Resources

Slide 27 Respondent Need for Support About two-thirds (62%) of respondents indicated they lack the tools and resources to address the challenges their businesses face. Respondents indicated that the most valuable supports include: Financing, 21% Marketing assistance, 18% Legal assistance, 16% Education, 15% Recruitment, hiring and training, 11% Assistance with government regulations, 10% In terms of access to talent, respondents identified the training of new employees as the top need (40%), followed by recruitment (33%) and general human resources management (27%). Anecdotally, respondents requested specific services that include marketing and growing their presence online, accessing contracts, receiving industry-specific content, understanding new regulations impacting businesses, and assisting with business record keeping. Despite respondents’ identification of the need for support, approximately 30% of businesses had not previously accessed support services from any source. Of respondents who had accessed support, nearly 50% had received these services from their personal network. Outside of personal connections, individuals had received services through local merchant associations, chambers of commerce, and Business Improvement Districts. 27

Slide 28 Respondent Desired Support 28 Have Necessary Tools & Resources 38% Yes No 62% Responses: 143 Support Needed for Hiring & Onboarding Responses: 176 40% 33% 27% HUMAN RESOURCES SUPPORT RECRUITMENT TRAINING NEW EMPLOYEES Other Support: Less paperwork Curriculum to train employees Support with monitoring employee behavior Social media skills for employees Ethics training for employees

Slide 29 Respondent Desired Support 29 Types of Support Considered Valuable RECRUITMENT, HIRING AND TRAINING Responses: 387 11% MARKETING ASSISTANCE 18% LEGAL ASSISTANCE 16% FINANCING ASSISTANCE 21% EQUIPMENT AND SPACE/STOREFRONT IMPROVEMENTS 8% EDUCATION 15% ASSISTANCE COMPLYING WITH GOVERNMENT REGULATIONS 10% 0% 5% 10% Other Support: Management training Tax reductions or rebates Marketing and PR support Intellectual property information * Respondents were asked to select 3 types of support; responses have been aggregated 15% 20% 25%

Slide 30 Respondent Support Network 30 Responses: 267 Curent Sources of Support * RECRUITMENT AGENCY 2% MERCHANTS ASSOCIATIONS 4% BUSINESS IMPROVEMENT DISTRICTS 4% CHAMBERS OF COMMERCE 5% OTHER GOVERNMENT RESOURCES 5% OTHER 7% OTHER NON-PROFIT/COMMUNITY-BASED ORGANIZATIONS 8% NO SUPPORT 17% SBS 22% PERSONAL NETWORK 25% 0% 5% 10% 15% 20% 25% 30% Other Sources of Support: Bank education programs (1) NYCEDC & Jamaica Development Corporation (2) SCORE (3) GoFundMe campaign (1) Online marketing courses (1) Goldman Sachs 10,000 Businesses (1) Friends and family (2) College business classes (1) * These are sources of support for launching, operating, or growing the business; “SBS” is the NYC Department of Small Business Services, including NYC Business Solutions Centers and Workforce1 Career Centers

Slide 31 31 Section: 7 Respondent&Support: Strategies Services Tools & Resources

Slide 32 Strategies & Services to Address Small Business Hiring Needs An analysis of top respondent needs revealed that many of the challenges are addressed via free services offered by SBS. However, approximately 50% of respondents had not used SBS services. In terms of access to talent, respondents identified the training of new employees as the top need (40%) followed by recruitment (33%) and general human resources management (27%). To address these needs, SBS currently offers the following services: Employee Training: Through SBS’s Customized Training program, small businesses can apply for up to 400,000 to help businesses invest in training their employees. Businesses identify training needs for their staff and are reimbursed for training costs. SBS also offers more than 25 industry-specific training programs, tailored to address the skills business owners look for in their employees. Programs include training for transportation, construction, manufacturing, technology, and healthcare, among others. Recruitment Services: SBS, through its network of 18 Workforce1 Career Centers, provides free recruitment services to NYC businesses. The Workforce1 Career Centers are staffed with recruiters that source, screen and refer qualified candidates to businesses to fill their open positions. Human Resources Support: SBS offers free online business courses developed by industry experts at the world's best universities, including a new series on Managing & Leading People. This series covers the topics of hiring and managing employees, inspiring and motivating teams, and conducting business negotiations. It is intended for operating business owners with specific management/leadership skill needs. 32

Slide 33 Strategies & Services to Address Small Business Growth Needs In terms of growth, respondents identified financing as the top need (21%), followed by marketing (18%), education (16%) and legal (15%). To address these needs, SBS currently offers the following services: Capital Access: SBS provides free financing assistance through its NYC Business Solutions Centers and Industrial Business Service Providers. Financial advisors work one-on-one with businesses to understand their financing needs, match them with the right products, and walk them step-by-step through the loan process. SBS also invests in funds where there are market gaps. These funds include the Contract Financing Loan Fund and the Bond Collateral Assistance Fund for businesses contracting with the City, and a suite of WE Fund products tailored for women entrepreneurs. Marketing Assistance: SBS offers free online business courses developed by industry experts at the world's best universities. SBS’s courses include: Building Your Own Business, Operating and Financing Your Business, Mastering Marketing and Sales, and Achieving Your Growth Potential. Educational Services: SBS offers free in-person courses on the core topics in entrepreneurship at its network of seven NYC Business Solutions Centers and at partner organizations across New York City. These courses range from one-time seminars to multi-week comprehensive programs. Topics include business planning and operations, finance, marketing, and selling to government. Legal Support: Small business owners can access pro bono one-on-one legal assistance on many commercial legal matters. In addition, SBS runs a specialized legal service to assist businesses with address commercial leasing issues. This service helps businesses negotiate leases and combat landlord harassment. 33

Slide 34 Strategies to Reach Small Businesses SBS offers numerous services that meet the needs businesses identified in this survey, but it is clear that awareness of these services remains low. To improve awareness, SBS will use the following channels to reach small businesses: Neighborhood Outreach: In order to reach the diversity of businesses in NYC, SBS will meet entrepreneurs where they are by doing outreach in a broad set of neighborhoods. SBS will use its mobile unit and its Chamber on the Go program to travel to commercial corridors in all five boroughs and deliver services to entrepreneurs at their place of business. Digital Marketing: One of the best tools to reach small businesses in NYC at scale with effective tailored messaging is digital marketing. SBS will use the full complement of digital tools to launch campaigns highlighting the full suite of services offered. Strategic Partnerships: By leveraging trusted partners that have deep roots in local communities, SBS will connect to more small business owners and new entrepreneurs. Partners will include community organizations that serve small businesses, merchant associations, Business Improvement Districts, small business advocates and cultural associations. Most importantly, SBS will use these channels to deliver messages in a culturally competent, linguistically appropriate way so that a diversity of audiences will understand the depth and breadth of services available to them. 34

Slide 35 Celeritas Solutions LLC, 157 Columbus Avenue, 4thFloor, New York, NY 10023 www.celeritas-solutions.com Celeritas Solutions LLC is a NYC certified MWBE business

In 2017, the New York City Council passed LL 209-2017 and LL 210-2017 requiring the Department of Small Business Services (SBS) to complete a survey and plan to address the needs of small businesses. In August 2018, SBS released a survey that was distributed via outreach to elected officials; outreach to community

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