Business Plan

Development
Project
Holly Sammons
Economic Development Director
Agenda

 Introduction
 Planning Context
 Vacant Lots
 Community Identity
 Demographics
 Psychographics
 Resources
 Introduction
 City of Luverne,
Economic Development
Director
 Certified Economic
Development Finance
Professional
 Masters of Business
Administration
Graduate Degree
 Bachelor’s of Science in
Management and
Accounting
 Served 6 years in the
Army National Guard
 Planning Context
 How does development happen in a community?

 Zoning & Land Use

 Residential, Commercial, Industrial
 Plan for the Future
 Strategic growth
Vacant Lots
 Main Street / Downtown
 Hwy 75
 Industrial Park

 www.cityofluverne.org
 About – Maps
 BEACON INTERACTIVE MAP
Main Street / Downtown
Hwy 75
Industrial Park
Community Identity
Vision Statement

 Luverne desires to be a healthy community

that offers an exceptional quality of life –
 a safe place to live and raise a family with a
variety of recreation opportunities;
 a positive and progressive environment to work,
invest in or bring a business;
 and a place to visit with opportunities to eat,
dine, shop, and be entertained!
Luverne is…

 Family Friendly
 Enterprising
 Authentic
 Educated
 Outdoorsy
 Creative
Family Friendly
Enterprising
Authentic
Educated
Outdoorsy
Creative
Community Demographics

 Population = 4688
Major Employers
 Premium Iowa Pork 260
 Sanford Hospital 250
 Ind School District 2184 195
 MN Veterans Home 180
 Rock County 111
 Mary Jane Brown / Good Sam 103
 Total Card Inc 85
 City of Luverne 84
 Continental Western Group 71
 Papik Motors 57

* Healthcare, Education and Social Assitance

Psychographics

 “In a highly fragmented and complex marketplace, Tapestry

Segmentation is an invaluable tool that helps cut through the
demographic fog to reveal a company’s distinct audience.
 Tapestry demystifies who they are, where they live, and how
they think, behave, and react so businesses can strategically
spend resources more effectively because every day and dollar
counts.”
 Tapestry Segmentation

 The basic premise behind Tapestry is neighborhoods that share

similar characteristics are grouped together while others with
differing characteristics are separated.
 LifeMode Group: L12 American Quilt
Segment Codes: 26, 31, 41, 46
Location in America’s small towns
and rural areas links the four
segments in American Quilt. Unlike
Factories and Farms, this group
represents a more diverse microcosm
of small-town life, including the
largest segment of Tapestry
Segmentation, Midland Crowd.
Manufacturing and agriculture
remain part of the local economy,
but American Quilt also includes
workers in local government, service,
construction, communication, and
utilities. In addition to farmers,
American Quilt includes the Rural
Resort Dwellers segment, an older
population that is retiring to seasonal
vacation spots, and Crossroads,
young families who live in mobile
homes. Households in American Quilt
are also more affluent, with a median
household income of $45,501, and
more are homeowners. However, the
rural lifestyle is also evident, with a
preference for fishing, hunting, power
boats, pickups, and country music.
Prairie Living
 Prairie Living comprises about one percent of
households, located mainly in the Midwest with a
predominance of self-employed farmers.
 These agricultural communities are not diverse,
dominated by married-couple families that own single-
family dwellings and many vehicles.
 Median household income is similar to the U.S. overall,
and labor force participation is slightly higher.
 Faith is important to this hardworking market. When
they find time to relax, they favor outdoor activities.
 They tend to buy things when they need them, rather
than when they want them or to be trendy.
 They are creatures of habit when purchasing food
items
Midland Crowd
 The Midland Crowd lifestyle features country living and
housing developments in small, rural towns.
 62%of the households are married couple families; half
of the have children. Homeownership rate is 81%, much
higher that the rest of the country.
 Politically active, conservative residents vote, and serve
on local committees.
 Most households own 3 or more vehicles, often
including a truck or motorcycle.
 Keep their homes and vehicles in tip top shape and
spend time hunting, fishing, and do woodworking.
 They use drive throughs at fast food restaurants, watch
CMT, HGTV, and NASCAR, and go to rodeos and
tractor pulls for entertainment.
Green Acres
 The Green Acres lifestyle features country living and
self-reliance.
 They are avid do-it-yourselfers, maintaining and
remodeling their homes, with all the necessary power
tools to accomplish the job.
 Gardening, especially growing vegetables, is also a
priority, again with the right tools, tillers, tractors, and
riding mowers.
 Outdoor living also features a variety of sports: hunting,
fishing, motorcycling, hiking, camping, and golf.
 Self-described conservatives, residents of Green Acres
remain pessimistic about the near future yet are heavily
invested in it.
Heartland Communities

 Neighborhoods are found primarily in small towns

scattered across the Midwest and South
 Approximately half of the residents have already
retired, many in the same towns where they have lived
and worked their whole lives.
 These agricultural communities are not diverse,
dominated by married-couple families that own single-
family dwelling.
 Invest time and money in their homes and
communities.
 Residents spend time tending to their home and yard,
shopping at places like Ace, Lowe’s and Walmart.
 They enjoy outdoor activities such as gardening,
hunting, fishing, racing.
 They listen to country music, read the Sunday
newspaper, and watch the news on TV.
Resources

 City of Luverne Comprehensive Plan

 www.cityofluverne.org – Beacon Map

 https://www.esri.com/library/brochures/tapestry-
segmentation.pdf

 https://clermontcountyohio.biz/wp-
content/uploads/sites/3/esritapestrysegmentation.p
df
Question?