Bridging the Main Street Business Tech Gap

Think about that small town diner that is still cash only or the local bookstore that hasn’t implemented online ordering or digital gift cards. What about the local plant nursery that refuses to use social media?

These businesses are in serious danger of losing customers who expect convenience and modern options, making it harder to compete with larger chains and online retailers.

For Main Street businesses, staying current with technology and processes isn’t just beneficial, it’s essential for growth and sustainability. Businesses that are open to new ideas and willing to adapt are the ones that thrive. On the other hand, those that stick to outdated practices risk being left behind.

How can you help your Main Street businesses keep up with technology?

Here are a few ways your community or organization can help bridge this technology gap in your microbusiness community.

Offer Tech Upgrade Workshops

Organize regular workshops for Main Street businesses, teaching them about modern technology like POS systems, online ordering, or e-commerce platforms. Bring in experts or even local tech-savvy business owners to share their experiences.

In Muscatine, Iowa, a local boutique owner became the "POS Queen" in our SmartStart community because of her knowledge of Square and her willingness to answer everyone's POS questions. She didn't take any kind of special training. She just used Square in her business successfully and used that experience to help others.

Connect Them with Local Tech Champions

Identify community members - perhaps a local college student, web developer, or tech enthusiast - who can act as your local tech champions. They can offer one-on-one consultations to help small business owners set up digital solutions.

In Morton, IL, we were able to refer business owners to a young, local IT expert for their computer problems. He eventually launched his own IT business!

Create a Digital Modernization Grant Program

Advocate for or establish a microgrant program aimed at helping businesses afford the initial costs of tech upgrades, such as building websites, implementing digital payment systems, or upgrading inventory software.

Leverage Free or Low-Cost Digital Tools

Curate a resource guide listing affordable or free tools that businesses can use, such as Square for payments, Canva for marketing, or Shopify for online stores. Highlight tools that don’t require a large investment to get started.

Promote Digital Marketing Training

For those hesitant about social media and email marketing, offer hands-on training facilitated by a local social media manager or a business owner who has a strong social media or email marketing game. Show business owners how to effectively use social media platforms like Facebook and Instagram and how to use email marketing to stay connected to their customer base. Focus on how simple strategies can attract local customers and drive foot traffic.

In Pekin, IL, a local social media expert was able to demystify TikTok even for our older SmartStart participants at a hands-on social media workshop. She even created a workbook for attendees to take with them for later reference.

Show the ROI of Tech Adoption

Sometimes, the hesitation comes from fear of costs without seeing the value. Provide case studies and success stories that demonstrate how modernizing operations can lead to higher sales, more customers, and better efficiency.

What technology gaps do you see in your microbusiness community? How are you helping bridge that gap?