When in the Central West, do as the Central Westerners do
Population growth in regional Australia is now outstripping capital cities. But city businesspeople wanting to escape to the high country will have to adapt to a Central Western way of doing things – and the time to plan is now.
On the weekend of 6th and 7th of May, the Annex at Portland’s Foundations plays host to the Lithgow Business & Lifestyle Expo 2023, where potential immigrants from Sydney and other larger cities will sample a possible new life in the high country and maybe contemplate bringing their businesses with them. Not surprising really, with Australian capital cities becoming more and more expensive to live in. If the thought of a relaxing, affordable and scenic lifestyle tickles the fancy of some who feel stuck in the city, relocating a business to the Central West entails a wide range of options.
Regional communities allow for a relatively easy transition from city living – much more so than the other way round. Centres like Lithgow and its satellites (Portland, Wallerawang, Cullen Bullen, Lidsdale, Hartley and so on) are well-equipped with affordable housing, public transport and fast internet (things that some regional areas don’t always provide).
The campaign by the Lithgow District Chamber of Commerce, Escape to the High Country graphically illustrates the appeal of life in the Central Highlands, but there is also a business case for relocating from the big smoke.
Relocating a business to one of these areas can provide an opportunity to not only grow, but to live an affordable and healthy lifestyle. But before pulling the trigger, it’s critical for city business immigrants to understand what the Central West is offering.
Here are just some of the items on the reality-check list:
1. A sustainable business model
This applies to almost all businesses who are looking to set foot in a new region. Even if a business has been successful in a city market, it has to adapt to the pace, reach and size of a regional market. Working with a mentor or taking some training may help adjust the business model successfully.
2. Make the offering Regional-Australia-Relevant
If a business relies on plenty of foot traffic, it may be necessary to recognise the challenges of distance and work up some alternatives. These include an online store, a satellite office or stockists in other areas. The cultural factor is equally important. For example, a business that wants to add business and lifestyle coaching to its portfolio may find some country clients less interested in trying it out, because it’s a relatively new concept to some regional markets. Research the marketplace first.
3. Be ready for long drives
This is not the case with all businesses obviously, like a static shop on Main Street. But for a lot of businesses, in order to gain critical mass, it could be necessary to have customers/ clients spread out over a larger chunk of the Central West. This will come as a surprise to some who are used to a big market in a small area like Sydney. Now, they have to adjust to a small market over a large area – say, Katoomba to Orange or even larger. Here is where a dependable online presence can add value.
4. Establish relationships
In regional Australia, word of mouth is the lifeblood of business promotion. Having a strong network connects a business to a wider audience, thus helping to draw in customers from the whole potential market reach. But building relationships takes time, especially at first. Successful city immigrant companies join local groups and network there (Rotary, Lions, rural fire brigade, chambers of commerce, CWA, local golf and bowls clubs) or attend local events. It’s also important to avoid the hard-sell, as you might in a city. It’s better to just give a brief introduction to the business and let others figure out the rest. This process takes time, which some city immigrant struggle with. The goal is to gain traction in the region and establishing relationships with locals.
5. Consider your business location very carefully
Discovering the competitive prices of regional commercial rent is a very welcome surprise. For those who have grown used to a home office environment, there may be merit in pricing out rental premises, which in turn might accommodate business expansion. Being visible can also help ease into a new location and even potentially expand personal and business networks. When researching a new space, be sure to check out the surrounding businesses. Does the general vibe of the area appeal? Do neighbouring businesses mesh well with the offering of your business? Many regional centres now have airports that are easily accessible, like Bathurst and Orange. This may be helpful when looking to tap into new customers or just to give easier access to a touch of city life from time to time.
