Recognizing that supportive and vibrant entrepreneurial ecosystems are essential for sustainable community growth, Main Street America piloted the Equitable Entrepreneurial Ecosystems (E3) Initiative across 30 communities in nine states and Puerto Rico. Supported by the Ewing Marion Kauffman Foundation, the program combined statewide convenings, intensive support in 30 selected communities, and seed-funded subgrant projects to catalyze local ecosystems. 

From this experience, we have identified nine lessons that form the foundation of our new Strengthening Entrepreneurial Ecosystems Across America playbook, created to help Main Streets support entrepreneurs and small businesses.

Lesson 1: Main Street organizations, with their inherent focus on trust, collaboration, and downtown vitality, emerged as powerful hubs for fostering local entrepreneurial ecosystems

Main Street organizations, situated at the heart of downtowns and neighborhood commercial districts, possess a unique convening power. By bridging business-serving organizations, entrepreneur support agencies, local governments, property owners, and marketplaces, such as farmers markets and co-working spaces, they become central nodes in the ecosystem. Through consistent communication and trust-building, local Main Street organizations can bring a diversity of stakeholders around a shared vision for equitable entrepreneurial growth. 

Lesson 2: Financial resources are critical, but money is truly just one piece of the puzzle

While grant funding remains a critical resource, money alone does not guarantee success. The E3 Pilot underscored the transformative power of personalized technical assistance. Main Street leaders who ​“pounded the pavement” by visiting businesses regularly provided entrepreneurs with confidence, practical guidance, and accountability — often filling the role of mentor, strategist, and cheerleader. 

Lesson 3: While real economic development wins can come quickly through energized entrepreneurial ecosystems, the most profound successes may take time

Balance quick wins with long-term strategy. The power of rapid, visible successes, such as producing seven new businesses in Anniston, Alabama, through a ten-module education series culminating in a pitch competition, cannot be overstated. Quick wins generate momentum, build credibility, and inspire broader participation. However, equally vital are long-term strategic investments. For instance, Mount Vernon, Washington, shifted from printing a startup guide to launching a paid high-school internship program (starting Fall 2025) to cultivate the next generation of entrepreneurs. This dual approach ensures both immediate impact and sustained ecosystem health. 

Lesson 4: In the realm of entrepreneurial ecosystem development, the most effective training and resources are born from direct, personal engagement with community members and entrepreneurs

Customized resources emerge from direct dialogue with entrepreneurs, not assumptions. Focus groups in participating communities revealed critical needs — ranging from multilingual marketing materials to flexible business hours — that would have been missed through top-down planning. In Centralia, Washington, a makers’ collective project pivoted location plans after gathering community feedback, improving accessibility for underrepresented entrepreneurs. This principle of co-creation — working with rather than for entrepreneurs — ensures relevance and buy-in. 

Lesson 5: When trust is established and training is thoughtfully designed, entrepreneurs can rapidly translate knowledge into tangible momentum

Trust is the currency of community development. Once local Main Street leaders establish rapport through reliable communication, visible follow-through on commitments, and culturally resonant engagement, entrepreneurs rapidly move from learning to doing. The consortium in Ponce, Puerto Rico, exemplified this by offering multi-day workshops that demonstrated immediate benefits, prompting business owners to seek additional training. Building on established trust accelerates the adoption of new practices and participation in ecosystem activities. 

Lesson 6: Building truly equitable and inclusive entrepreneurial ecosystems often requires navigating the complex and sometimes contentious language surrounding ​“equity” and ​“inclusion”

Direct conversations about equity can encounter resistance, especially in homogeneous communities. The E3 Pilot found that framing inclusive support in terms of expanding access to resources and fostering a sense of belonging resonated more effectively. Shifting language from ​“equity” to ​“opportunity” and ​“welcome” built a broader consensus and reduced defensiveness. 

Lesson 7: Recognizing that entrepreneurial engagement hinges on the ​“speed of trust,” ecosystem leaders must prioritize flexible scheduling and diverse learning opportunities

Entrepreneurs juggle multiple roles — owner, manager, marketer — and often lack time for structured programs. Supporting them requires flexible scheduling and a variety of learning modalities. Main Street leaders in Anniston, Alabama, offered workshops at various times of day and provided virtual resources for on-demand viewing. Such adaptability ensures that entrepreneurs can engage at their own pace, fostering deeper learning without sacrificing operational responsibilities. 

Lesson 8: Entrepreneur supportive spaces are not ​“one-size-fits all”

Physical and virtual spaces for entrepreneurs — such as incubators, pop-ups, and maker labs — must reflect local market dynamics. Rather than defaulting to traditional co-working models, local ecosystem leaders should assess whether time-limited retail pop-ups, shared commercial kitchens, or virtual communities better serve their entrepreneurs and small business owners. For example, some rural districts found that small-scale fab labs and rotating storefronts provided more value than permanent accelerators. Recognizing the full spectrum of space typologies ensures resource alignment and maximizes uptake. 

Lesson 9: Consider the timing that will work best for you and your Main Street

Timing is critical. Entrepreneurial ecosystems thrive under experienced, energized leadership. Local Main Street organizations should embark on ecosystem work only when they have:

• Champions: Staff or volunteers who are ready to devote effort to ecosystem building, particularly through outreach efforts and engaging partners and entrepreneurs.
• Asset Documentation: Comprehensive inventories of local businesses, support organizations, and community needs.
• Community Vision: A collaboratively developed strategy — often stemming from Main Street America’s Transformation Strategy process — that integrates market data and stakeholder input.

These prerequisites guard against initiative fatigue and can lay the groundwork for a more sustainable impact and a durable ecosystem. 

Building Your Playbook: Next Steps for Main Street Communities

Are you ready to deepen your local entrepreneurial ecosystem? The Strengthening Entrepreneurial Ecosystems Across America Playbook provides a step-by-step guide to help you understand the existing landscape, secure quick wins, and build the infrastructure for long-term success. 

The lessons of the pilot program show that when financial capital, personalized support, and trust-based engagement come together, Main Street America’s vision of ​“supporting small for greater impact” comes to life — one entrepreneur at a time.

Downtown Decorations, a Main Street America Allied Member, is this quarter’s Main Spotlight advertiser. For more information about what they do to support Main Street organizations, click here.