Missed Business - How to attract more customers by providing better access to your business

Date: 
Thursday 1 January 2004 to Saturday 31 December 2005

Missed Business - How to attract more customers by providing better access to your business

Last updated: 29 November 2004

Missed Business is a guide developed by the Australian Human Rights Commission and Marrickville Council. It aims to provide small businesses with information on how they can make their businesses more accessible to all their customers, particularly people with disabilities.

Missed Business draws on material developed by the UK Disability Rights Commission.


Who will use the guide

While the guide is available to any individual or organisation we hope that Local Governments, local business associations, Main Street Committees and others providing advice or support to small businesses will use the guide as part of a broader plan to encourage better access. For ideas on how to use the guide see below.

Different editions of the guide

There are two editions of the guide. One has been prepared specifically for Marrickville Council with local information in it.

The second has been slightly edited so that any Council or organisation can use it in their local area and can add their own local information if they wish.

Getting hold of the guide

There are a number of ways you can get a copy of the guide.

Secondly, you can download a copy of the guide in html format. The html file does not include graphics or pictures, and a css style sheet has been prepared to make it easy for you to add your own local information and then design your own layout with local photographs.

Thirdly, you could download a copy as a pdf file which includes all the graphics and photographs and which you could print off your own printer.

Fourth, you could download a copy of the text in plain Word format. This file does not include graphics or pictures, and be customised with your own fonts, photographs and graphics.


Ideas for using the guide

Here is a brief outline of the Marrickville Council strategy.

Local promotion and distribution

To coincide with the guides release a promotional postcard has been developed to capture the attention of small businesses and encourage them to read the guide and implement some of its suggestions to improve access and attract more customers. The postcard includes the following message;

Caption: Is business passing you by?

 Promotional Postcard - Is business passing you by?

The reverse side of the postcard gives an explanation of the guide, potential customers they may be missing out on and how to get a copy of the guide. The postcards will be distributed to local businesses over December 2004 and January 2005. The images have already been 'road tested' to ensure the message is easy to understand. This strategy has been designed following discussions with business operators within the Main Street areas and consultants involved in media campaigns designed to encourage social change.

The guide will be available on Council's website as well as in hard copy for those who request it. Each local Main Street Committee will play an important part in encouraging its members to think about the advice given in the guide and implementing its suggestions.

Follow up strategies

In early 2005 it is proposed to meet with each Main Street Committee to determine how well the guide has been received by the local business community and discuss ways to increase its effectiveness as a resource. Following these meetings and an evaluation of the extent of guides that have been requested or downloaded from the site a second postcard is proposed. This will be aimed at recapturing interest and may focus on a case study of a local business who has implemented some of the strategies.