Accelerating diversity outreach to businesses in local communities

(Cross-posted on the Google Small Business Blog)

This is the latest post in our series profiling entrepreneurial Googlers working on products across the company and around the world. Here, business development manager Chris Genteel tells how Googlers across the U.S. are diversifying our marketing and sales outreach efforts to help communities of minority-owned small businesses around the country build an online presence. - Ed.

In May 2009, a team of Googlers and I attended the Black Enterprise Entrepreneurs Conference near our office in Ann Arbor, Mich., where we talked with dozens of small business owners. These folks were true entrepreneurs and clearly not afraid to try new things, yet many were unaware of Google’s products and services, such as AdWords and Apps for Enterprise. In fact, many of them didn’t even have an online presence.

The following Monday, two women Googlers who were new to the team and passionate about Google’s diversity initiatives busted into my office already on a mission—to help educate small businesses on Google tools in order to help them better connect with their target audience. They had attended the conference as well and decided to start a 20 percent project to increase awareness of and engagement with small, minority-owned businesses. Two months later, we proposed a business plan to Bonita Stewart, vice president of sales, to start reaching out to businesses. She approved our proposal and gave us the go-ahead to lead the initiative; it was our responsibility to find people who wanted to help.

We found our first volunteer when an intern on the team decided to make our initiative her 20 percent project, and, throughout that summer, more people were inspired to contribute their expertise part-time as well. Before we knew it, we had more than 40 Googlers working on what eventually became Accelerate with Google—a program to help minority-owned small businesses grow their online presence by working with organizations and partners who encourage the adoption of web tools within their local communities.

Throughout 2010, we traveled across the country to places like Detroit, Los Angeles, New Orleans, Miami, Chicago and New York to learn more about the minority-owned, small business community. Along the way, we built partnerships with leading business organizations, such as the National Minority Supplier Development Council, which already have respect and support from these communities. Our original goal was to build partnerships with minority community organizations nationwide, but that quickly developed into a larger mission to not only help small businesses move online, but empower them to be the web tools educators in their communities as well.

This May, we’re excited to be part of the Michigan Minority Supplier Development Council annual conference; they’ve been our chief partner and recipient of a grant for $175,000 to support the development of our program within its business community. We’ve trained Council representatives to be experts in Google tools like AdWords, and in turn they’ve led workshops for small business owners on how to build an online presence. We’ve built a similar partnership with the Louisiana Council by funding a $100,000 initiative to build outreach to small businesses in the area through programs such as Google Certified Partners and Trainers, which help people certify and demonstrate their proficiency in our ads tools.

All of this is just the beginning. This month marks the two-year anniversary of the initial inspiration for this project, and our team will once again be attending the Black Enterprise Entrepreneurs Conference, this time with a very different perspective. A project that began as a side job has now become a full-time role for myself and one of the project founders, with our ad hoc group of Googler volunteers still helping out part-time. We’ve seen measurable shifts in online engagement with the communities we’re working with—adding more than 100 minority-owned businesses in 2010 alone—and I’m excited to keep pushing this initiative out to business owners everywhere.

Posted by Chris Genteel, Business Development Manager, Global Diversity Programs

Helping America’s startups grow

(Cross-posted on the Small Business Blog)

Every business starts out small—whether with an idea or the hanging of a shingle outside an office or storefront. Even Google was once a small business, operating out of a garage in Menlo Park, Calif. We’re proud of our success, but we’re even more proud of the role we’ve played helping a lot of other businesses grow. In fact, in 2009 Google search and advertising tools generated $54 billion of economic activity in the United States.

To further help new American businesses create economic growth, today we’re announcing a commitment of up to $100 million to the Startup America Partnership—an alliance of the country's most innovative entrepreneurs, corporations, foundations and other private sector leaders—for companies to promote their business with Google advertising over the next year.

Startup America participants will be able to use Google advertising platforms like AdWords and Boost and receive a $1,000 Google match for $1,000 spent between June 1, 2011 and June 1, 2012. Our chief economist Hal Varian has calculated that businesses make an average of $2 in revenue for every $1 they spend on AdWords, so we think this commitment will be especially powerful.

If you are (or know of) an entrepreneur that’s interested in getting involved with the Startup America Partnership, you can visit its Resource Center for more information. Our goal as a participant in this national initiative is to help entrepreneurs grow amazing businesses, and we believe our commitment will help them do it.

Posted by Claire Hughes Johnson, Vice President, Global Online Sales

Our big gift for small businesses

(Cross-posted from the Google Small Business Blog)

To kick off 2011, we wanted to thank a few small businesses for taking the first step toward enhancing their online presence—and to provide additional resources for achieving this goal. So over the holiday season, we paid a surprise visit to five small businesses who recently started advertising their businesses online: Create A Cook and Twinkle Star in Massachusetts, Ramy’s Garage and Atlas Flooring in Texas, and Cloud 9 Frozen Yogurt in Georgia. These small businesses span several industries, but their founders share one common goal: to expand beyond their brick-and-mortar storefronts and into the world of e-commerce.

To help, we gave them each of them $100,000 in AdWords spend for 2011 as well as free consultations with AdWords representatives. Because we know online presence means more than just AdWords, we’ll also be providing them with web consultations, wireless service for the year as well as a few other little surprises. See footage from our surprise visit below:



We’re looking forward to making big investments in small businesses far beyond these lucky five. Small businesses have long benefited from Google products and services; now our hope is that all small business owners can have greater access to the tools and training they need to develop a cohesive strategy for doing more business online. We started last year by creating the Google Small Business Center and asking small business owners about their biggest wishes for 2011. We received an overwhelming response from business owners who, like the owners of these shops, want to do more business in the clouds in 2011.


We’re thrilled to help these five small business owners find online success in 2011 and we think we have a lot to learn from their experiences. We’ll check in on them from time to time and report on their successes as well as their growing pains.

In the meantime, check the Google Small Business Blog for updates, and if you’re a business owner, visit the Google Small Business Center for information on how you can bring your business online in 2011.

Posted by James Croom, Product Marketing Manager, Google Small Business Team