Some readers may be aware
that over the last few years, and the last year in specific I have been working
on ideas for a small, independent business. The idea has always attracted me. I
like the notion of being my own boss and while making money making a positive
contribution to my community. At first I thought about setting up my business
in my hometown, Brampton, but I discovered a competitor had beaten me to the
punch and so I looked elsewhere. Yesterday I met with some people from the
Brampton Economic Development office. For anyone considering starting a
business I would highly recommend speaking with your local chapter.
I sat down with one of
their experts about locations in the city and neighbourhoods that might be of
interest. After about an hour of conversation we parted ways, me with new ideas
in my head and went to reconsider if Brampton might work for what I hope to
accomplish.
I sat staring at a map
last night, and drove to the locations we discussed and as I reflect back upon
that experience I wonder if there might be a fundamental problem. Is
suburban-style development hostile to independent, small businesses?
Hostile is probably too
strong a word, what is probably more accurate to say is that they are a steeper
uphill climb than in a more urban environment. I do not think the particular
problem is Brampton, instead it is the land-use patterns in the city commonly
found elsewhere. Downtown Brampton offers some solutions to the problems I am
about to list, but instead I Want to talk about some of the problems first.
Every business has a
certain logical catchment area. This is the area in which customers are likely
to encounter a business in their daily activities, or the proximity to the
business in their day-to-day lives. You can probably draw a circle around your
business and within which you can reasonably expect customers to
drive/walk/bike/transit to your business, and beyond which people are far less
likely. In denser urban environments this circle could contain tens of
thousands of potential customers. Given the lower densities found in suburban
environments the business is drawing a smaller population. There is also an
element of specialization here. Let's take the example of a bakery. Most people
don't have need for a bakery anymore as they buy their bread from grocery stores.
Bakeries now almost exclusively cater to desserts and pastries. Are there
enough people five kilometers around a strip mall to make a bakery sustainable?
Obviously in some cases yes, but it certainly more of a challenge.
If a business wants to
reach beyond that circle it needs to pull in an audience and reach across the
boundaries. In a suburb like Brampton that means driving. Transit, while
improving, take longer, operates on an independent schedule and may not deliver
you to your end location. Brampton is a large, sprawling city. Even as a person
who has lived here most of his life my knowledge of it is constrained to
certain districts and regions. Rarely do I find myself north of Bovaird, or in
East Brampton. Likewise, a customer is unlikely to visit a business that is
beyond a certain mental horizon. It took me months to go visit a board game
store in Brampton because it seemed so distant and inconvenient.
Outside of the Downtown a
business in Brampton is probably found in a mall, a strip mall or a shopping
complex. I am unfamiliar with malls, so I'll leave that aside. The design of a
strip mall and shopping complex are such that people going there already know
why they are there. People don't browse in these locations. They drive to their
store and leave. Worse still, unlike a traditional downtown, oftentimes the businesses
are not visible from travellers on the road. The complex obscures businesses
deep in its well of buildings and parking lots, and the strip mall is difficult
to see. These types of shopping complexes encourage chains and franchises
because customers have some idea what they are. It would be exceedingly easy to
miss a unique name on one of those towering signs or hanging over a building and,
since you are likely driving, it is difficult to investigate.
Finally the suburban
development pattern that I have observed tends to create larger spaces. This is
likely a benefit to some but that square footage costs money in rent and
maintenance. A 3000 square foot restaurant might not make a lot of sense to an
entrepreneur with limited resources, but a 1500 square foot one may let him/her
get started and test the market.
There are no doubt
successful independent, small businesses to be found in the 'burbs. When I
reflect though on my favourites in my hometown only two are out in the sprawl
while the rest are tucked inside the small downtown. These are definitely
things I think about as I decide whether or not my idea is feasible and I wonder
how many are faced with similar dilemmas.