With an estimated 40 percent of small businesses in danger of closing amid the COVID-19 pandemic, the National Entrepreneurs Association aims to help small business owners not only keep their doors open but thrive in the current climate.
The Southfield-based NEA will host the 2020 Entrepreneur and Small Business Conference on Friday, virtually. This year's theme is Future of Entrepreneurship and the event is designed to train small-business owners to use technology to maintain and grow their businesses despite challenges presented by the pandemic.
National Entrepreneurs Association President and CEO ZaLonya Allen calls the event a vital one based on the current state of affairs. Topics include educating small-business owners on facilitating effective online meetings and how to use tech tools to make the transition to operating online. The conference will feature speakers, breakout sessions and a panel discussion.
Camille Walker Banks, a Detroit native with deep roots in the business, nonprofit and philanthropic communities, give the opening keynote speech on "The Future is Tech." She recently led the highest performing website in the U.S. for the Goldman Sachs 10,000 Small Businesses initiative at Wayne State University and is now leading the expansion of NPower, a tech nonprofit, to the Detroit market.
Dave Zilko, who was vice chairman of Ferndale-based snack foods maker Garden Fresh Gourmet for 13 years before it was acquired by Campbell's Soup Co. for $231 million in 2015, will be the closing keynote speaker.
"This is an unprecedented time," said Allen, who expects about 200 people to attend the conference. "We've never had a pandemic like this in our generation. There are a lot of businesses closing. This conference was put together to help entrepreneurs learn to use technology to keep their doors open. A lot of what entrepreneurs do now can be transferred online."
Allen said she's seen a dozens of NEA-member businesses and others close since the pandemic hit in March. The NEA CEO said she's heard from business owners who are still operating, but afraid of what the future brings after Small Business Administration Paycheck Protection Program loan funds run out.
Allen said that over the last six months she's seen a handful of businesses successfully implement online sales in areas such as real estate and public speaking. The majority of the strategies that will be highlighted at the conference can be implemented immediately, she said.
"If you're an entrepreneur, it's likely you already have some sort of computer skills," Allen said.
A Microsoft trainer will be on hand to offer tips on how to use the company's software.
"(NEA) specializes in live events, so we had to figure out fast how to transition to online so we could continue to hold our events." Allen said. "There's a lot of software available, and most of it has certain capabilities a lot of people aren't aware of."
NEA member Colette Hughes, a Realtor, added online sales to her portfolio in 2015, in addition to conducting in-home showings. Hughes, who runs Sterling Heights-based Virtual Real Estate Services, said she has seen business grow since the start of the pandemic, to the tune of sales of between $2 million and $3 million.
Hughes, an NEA board member, has offered to assist those who attend the conference with whatever they need to make a smooth transition.
Like Hughes, Allen said most small business owners are receptive to the idea of shifting some of their operations online. She believes most businesses that add an online presence will go back to "business as usual" once they're able to.
"When the pandemic first started, there was some resistance because we didn't know what we were dealing with or how long it would last," Allen said. "I think that as time goes on people have gotten on board with using technology in order to keep their businesses open.
"Most entrepreneurs start their business because they're passionate about something. They're going to figure out how to make it happen and keep the business afloat. With this conference, we want to show them not only how to keep their businesses alive, but how to grow, too."
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