To identify potential host sites for your market, we recommend you start with the community asset mapping you completed in Module 4. If you’ve put the work in, you will likely have a selection of sites in mind based on your goals, demographics, and community assets. This is the position you want to find yourself in, but be aware that the site itself is not your most important consideration when choosing a location. Yes, you read that right. Even if the location you’ve selected seems perfect, it will ultimately be the human factor that makes or breaks your market. That’s because the most important part of any host site location is the host site partner. Even if you have found the most desirable location, an absent or indifferent partner may ultimately change your feelings about the site. Conversely, if you have identified an acceptable location with a highly engaged, enthusiastic partner who will be an ambassador for your market, this is most likely to be your perfect site.
Once you have narrowed down your sites, you’ll need to start talking to people and initiating a formal host agreement conversation. For many new market owners/operators, this kind of conversation may be unfamiliar and perhaps even an uncomfortable one. So, to set you up for success, we’ve provided the following guidance to support you through the process: from initiating the conversation with a host through to establishing a binding contract with your host site partner:
Making the Connection
If you or someone you know already has a connection at the site you’re pursuing, reach out to them by calling or emailing that person directly. Even if you know them, It’s important to provide a bit of background information that’s relevant to your contact when you reach out — and to be direct in declaring your “ask”.
If this is a cold call (calling someone you don’t know), we advise you to make a phone call first. This will instill some trust and reliability that you aren’t sending them a spam email. When you reach out on a cold call, ask if you can schedule time for a meeting to tell them about your mobile market and talk to them about potential parking sites in their area. Don’t assume they will have the availability at that time to discuss your market as soon as you call them.
If emails or calls aren’t possible, visit your contact in-person. Knock on the door and introduce yourself. Don’t forget to smile so they are disarmed and know you are well-intentioned. You’ll want to make good use of your time and of your contacts, so ensure you quickly determine that you are speaking to the right person. If you don’t know who you should be speaking to, you’ll need to acquire an understanding of who the decision-makers are and ask to speak to the person in charge, or ask for their phone number/email, if they aren’t available. It’s a good idea to leave a 1-page printed information sheet with/for your contact that explains the who, what, why of your truck/market, along with a picture to help them envision your setup. Don’t forget to follow-up once you’ve made this initial contact.
Navigating the Conversation
Once you’ve got the attention and interest of a prospective partner, you’ll need to pitch your proposal to them. We call this an elevator pitch because it needs to be short (~ 1 minute in length), information-packed, and meaningful to your audience.
Here are some tips you may to include in your elevator pitch:
- Introduce your market and your mission
- Describe your customers, their challenges, and how your market addresses their problem(s)
- What makes your market special (what makes you a good partner)?
- Why should they care (what’s in it for them)?
- Your ask (a location, a partnership, sponsorship, advertising, etc…)
When delivering your pitch, keep in mind who your audience is. Are they:
- a business person?
- a nonprofit?
- a government entity?
- a property owner with an empty lot?
- someone you or your organization already has a relationship with, or is this a new contact entirely?
It’s important to know these things before you show up so you can customize your pitch to your audience. Remember, the story of your business or program will likely change slightly based on the person you are pitching to. You may modify your pitch to convey that you will bring more foot traffic to their business or provide a cross-promotion opportunity. For governments, convey that you offer a community service and there is a need in this community. For property owners with empty lots, you’re doing community service and providing foot traffic but remember to be conscious of leaving the property as you found it, or better.
Don’t forget to read your audience when you deliver your pitch. Rely on your emotional intelligence to determine if your message is being received well, if the message resonates with them, if they understand what you’re talking about. Be prepared to repeat yourself and explain some things in a different way if your audience indicates that they aren’t understanding you. Having someone you know make the first introduction will generally make the conversation go more smoothly, but you’ll still need to rely on your communication skills in order to navigate the conversation.
Look for partners that align with your mission and/or where you can offer complimentary services. This should play a big role in where you look for host sites. When the partnership becomes a win-win, that person/business will become an ambassador for your market, which is the end goal.
Stories from the Road
Sometimes, it’s difficult for us to recognize how we present ourselves to others. Such was the case for a young lady who ventured into my office once during a time when I was working at an NGO. On that day, I had my head deep into my work when a woman walked in. It took me a moment to switch gears and understand what this stranger, who had positioned themselves in front of my desk, wanted. Once I was able to focus, it became apparent that the woman was trying to sell me on a project.
While I may have been interested in the pitch, the woman had unfortunately caught me at a bad moment, where I had little time to spare. I attempted to convey this to her, but she just kept talking, and continued on with her pitch. Regretfully, as she continued on, she didn’t recognize the growing frustration on my face.
When she seemed to reach the end of her pitch, she dropped a piece of paper on my desk, which presumably provided information about the project. I asked what she was giving me. Without answering my question, she said she would write her personal email address instead of her business email address because “she was having trouble accessing her work email.” If her lack of consideration and rushed presentation weren’t off-putting enough, the lack of verifiable contact information was the last straw. I immediately recycled the paper once she left and shifted back into my work.
Agreement, Trust, & Liability
Once you have established a relationship with a host, you will need to take care of the more formal aspects of the relationship. You will need to consider:
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Liability Insurance: When you have a firm commitment from your partner to host your truck/market, providing them with a copy of your liability insurance with them listed as an additional insured party is an important step in providing comfort and credibility to your new partner.
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Host Site Agreements: Providing a formal host agreement is a best practice. It’s generally welcomed by a partner, but having one in place isn’t absolutely necessary. Host agreements aren’t necessarily legal documents, but they help provide clarity to the relationship by capturing everything you’ve agreed upon. Having an agreement in place protects both parties as it gives you and the host something to go back to if staff members change or some agreed upon matters are forgotten. When creating a host agreement, be sure to include a start and end date, include the things you are both agreeing to, and ensure both signatures are obtained.
If you are unfamiliar with host agreements, we’ve added an example agreement to help you get started: Copy of Example Host Site MEMORANDUM OF AGREEMENT (MOA).docx
Next Steps: Now that you have an understanding of the 3P’s (policies, permits, and parking) and how to navigate the conversation with a potential site host, we challenge you to move forward with making a short list of host sites, reach out to your contacts, and get your agreements in place.
Share your experiences with the community. What difficulties (if any) did you encounter? What would you do differently next time? What’s missing from this module that would help others?