Small businesses fighting to survive

“The bad thing that’s happening to us, is the economy is driving people to shop at the big-box stores ... They can buy their staples and pick other things up so they don’t have to use gasoline,” said Cindy Baker, who has been a gift shop owner for 20 years, half at her current location, Collage, in Pittsburgh’s bustling Strip District.

“This is the first time, even taking 9/11 into consideration, I can say I’ve really seen a pinch in my business,” she said.

Just like airlines and car companies, some small business owners are shrinking and letting people go to survive the squeeze.

Last month, the Oklahoma City gas station owned for 22 years by brothers Harley and Hadley Hintergardt shut its doors for good because of rising gas prices. Harley Hintergardt said the station suffered because unlike big chain gas stations, they didn’t have a convenience store or full-service auto shop to fall back on.

“We were the victim of high gas prices,” Hintergardt said. “Everybody thinks that we were making the money selling at the pump at the gas station. And trust me, we were not.”

Small businesses, measured by the U.S. Small Business Administration as those with fewer than 500 workers, employ some 58.6 million people, more than half of the total U.S. labor force. In the past decade, they have generated between 60 percent to 80 percent of new jobs, and in 2004 all the new jobs.

While no data is available on how many small businesses have gone under in the past six months, federal officials are reporting a decline in the number of loans they guarantee, a consequence of both lower demand and tighter standards.

Experts say the shrinking demand indicates businesses are reluctant to take on debt and expand. Many would-be entrepreneurs are hesitant to open new businesses.

Eric Bradlow, a marketing professor at the University of Pennsylvania’s Wharton School of Business, said that historical data suggest that 90 percent of new small businesses shut down in the first year. Meanwhile, a Small Business Administration study found that one-third of new small businesses close within two years and only 44 percent survive four.

“Anecdotally, you hear that this is a very difficult period because of higher gas prices and higher component prices ... definitely in the past 10 to 15 years,” says Bradlow, who is also a director in Wharton’s Small Business Development Center.

It’s an environment that also makes it difficult for small businesses to raise prices to cover their costs.

The Pittsburgh Popcorn Company is feeling that pain. It opened on March 1, since then, the price of packaging tins has tripled. Other food costs have risen between 5 percent and 30 percent, the hardest hit being canola oil and chocolate.

The company’s owners, Janelle and Rob Day, are reluctant to raise prices, though. The enterprise is new and they are afraid of driving away patrons.

“I want to attract customers, that’s my primary goal,” Rob Day said.

Only when it is certain people will keep buying, will Day raise prices. “Whether that’s a month, or two months or three months, I don’t know,” he says.

Not all small businesses are feeling the pinch, however. Those that cater to the wealthy or have niche products may be having a less hard time right now than food or apparel stores.

“Business has actually been steady for us. We haven’t seen a large drop-off,” said Bradley Bodart, who owns Daly’s Pen Shop in Milwaukee. “Our customers tend to be more well-to-do, people who don’t shy away from a $600 pen, so they’re not too affected by gas prices.”

Bodart understands that people are surprised by his success.

“I see people walk by the store and they whisper, ’How does that place stay in business?”’ he said. “It’s because it’s a niche business. There aren’t too many people about to start up a pen shop.”

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