Sometimes, we equate success in business with huge, international conglomerates or chain businesses with franchises in every state. But “everywhere” isn’t the only recipe for success.
Meet The Hyperlocal Business Model!
The term “hyperlocal” refers to “a small geographical area.” This “small… area” can vary from a single neighborhood to a sizable portion of a state or state.
What makes hyperlocal businesses unique is that they cater to an area’s needs, aesthetics, and values. They often become so connected to the communities they are a part of that they are known for, and they’re beloved by residents and tourists alike.
Let’s look at some examples of hyperlocal businesses and consider what it takes to get hired by or turn your company into a hyperlocal business.
Examples of Hyperlocal Businesses
Think of your neighborhood. What businesses are within walking distance of your house or apartment? On a very minute scale, these are hyperlocal businesses. Now think of your city or town and the businesses therein are hyperlocal.
Some businesses are inherently hyperlocal – they’ve operated for a long time. They’re not chains or franchises and are usually owned by an individual. Or, they are a small chain with franchises located in a limited area.
Imagine a French bakery downtown that makes tasty macaroons, as there is in my hometown. They’re not a chain store; they’re locally owned. You can walk in and buy macaroons, or you can use an online delivery service to order macaroons if you live within five miles of the shop. Tourists visit since the shop’s appeal is well-known, but their goods are only available in a select area. They’re hyperlocal.
Applying to a Hyperlocal Business
If you want to work for a hyperlocal business, you may adjust your CV layout accordingly. Think of your CV as your representative, to make a good impression. Your CV should reflect the culture of the hyperlocal business.
Going Local: Research the Area
Hyperlocal businesses have a lot of appeal, and they often fit the ideals and aesthetic of the area in which they are located. For example, stores and restaurants near a national park often have a rustic, outdoorsy aesthetic. Those in a multicultural area of a big city, on the other hand, will likely feature bold references to culture, cuisine, or geographical regions.
Do your research to start a business in a new area or create a hyperlocal culture at an existing business. Find out what tourists are looking for when they come to the site. Discover what residents love or dislike about the region’s history and current state. Find out if populations are moving into the area desire a particular product, service, or cuisine not currently available.
One way to do this is by talking to customers directly. Another is by using a hyperlocal news source, such as this one that covers “all towns and cities North of Longmont to the Wyoming state line, West to the continental divide, and East to Greeley.” Now, that’s hyperlocal.
The Hyperlocal Delivery Business Model
If your business provides food or other tangible products, it may benefit from employing the hyperlocal delivery business model. Hyperlocal delivery allows businesses to reach more customers without the hassles of full-blown e-commerce.
While online sales spiked during the COVID-19 pandemic, with many turning to delivery for groceries and other essentials, many customers are still interested in buying local. Hyperlocal delivery caters to this online delivery preference.
Local businesses can subscribe to well-known delivery services like UberEats, Grubhub, Postmates, or Instacart. Or, they may provide their delivery services, much like pizza delivery restaurants have operated for decades.
In 2019, the hyperlocal delivery industry was reportedly worth more than a billion dollars globally, and it is expected to grow to more than 3.5 billion dollars annually by 2027. Is your business on board?
Businesses don’t have to be huge to be successful. Many thrive by fitting in with the culture and becoming an integral part of the communities in which they are located. Hyperlocal businesses seek to serve the needs of residents and cater to the expectations of visitors to the area.