Consider the fax machine and the VHS video player were once cutting-edge technologies. What’s considered state-of-the-art can change quickly, serving as important reminders that most organizations, products, and services have a life cycle that often hinges on the ability to recognize, assess, and adapt to social, economic, or technological shifts. While some manage to redefine their identity or seize new market opportunities, this kind of reinvention rarely happens by chance. It’s the result of a culture — and a structure — that intentionally cultivates innovation, continuous learning, and strategic pivots.

In 2022, as part of our strategic planning process, we committed to a long-term objective: to assess, adapt, and innovate the Main Street Framework. The Four Point Approach remains a comprehensive and deeply valuable methodology for revitalizing local districts. However, it must also continuously evolve in response to macro-level changes — from consumer behavior and economic conditions to technological disruptions — in concert with grassroots insights from our network of local leaders, coordinators, and national staff.

As we examined our capacity for future-readiness, we recognized that, while we had strong efforts underway in research and strategic growth, we needed a clearer infrastructure to help institutionalize processes, create feedback loops, and, importantly, foster an innovation and entrepreneurial mindset across our network. In response to that need, we are excited to formally introduce our new Innovation Division.

The Innovation Division puts our need for innovation, as an organization and a movement, into practice. For example, across our small business surveys and entrepreneurial ecosystem work, we have consistently seen that access to capital remains a huge concern, with most businesses indicating a need of $10K-25K. This range is ideal for crowdfunding, but we lacked an understanding of these tools and did not know which was the right match for Main Street businesses. We examined the field and recently ran a crowdfunding beta test with 15 small businesses through a partner Numar​ket​.co, a firm specializing in credit-based crowdfunding in which brand affinity accelerates giving support, perfect for Main Street businesses that have a strong connection to the community. More to come as we examine the findings.

The Division must develop deeper layers of tools and resources rather than products or services that exist in isolation. For example, having a crowdfunding program could support a future financial capital learning journey on a Small Business Hub we highlighted at the recent Main Street Now Conference in Philadelphia. In addition, we were able to see our Entrepreneurial Ecosystem work complete a successful product development to scale cycle, which began in 2017 and has reached nearly 100 communities, already making the Main Street network the largest community-based ecosystem builder in the country!

Projects like these exemplify the role and impact that the new Innovation Division will have at Main Street America and across the Main Street network. By concentrating brainpower and resources on these emerging problems, we can adjust our work to meet the needs of communities as they arise.

About the Innovation Division

This new division is made up of three interconnected departments:

Research: Examining trends, surfacing new knowledge, and translating insights into practical tools for Main Streets. 

• Mike Powe, Ph.D., Senior Director of Research
• Emi Morita, Manager of Research
• Aoife Harte, Associate Research Analyst

Strategic Growth: Strategic Growth prototypes our program models and ideas to address emerging needs and longstanding challenges in the Main Street network —especially in new areas like civic infrastructure, capital absorption, and disaster readiness and community resilience. 

• Bethany Rogers, Ph.D., Vice President of Strategic Projects
• Tia Vice, Manager of Strategic Projects
• Shane Hampton, Senior Manager, Thriving Communities Program
• Luke Hallowell, Senior Manager, Capital Absorption
• Wendy Otero, Manager of Marketing and Outreach
• Maggie Gillespie, Associate Manager, Thriving Communities Program

Small Business and Entrepreneurship: Supporting the local economic engine through indirect programming (e.g. entrepreneurial ecosystems) and more direct in the form of a future small business hub learning and community platform, along with new products and tools in support of growing and scaling these businesses to be more durable and competitive in an ever-changing business environment. 

• Gustavo Ustariz, Director of Small Business and Entrepreneurship

(Note: Learnings and pilot introduction work from Research and Strategic Growth initiatives will be brought to scale to the network through program and services further refined in other MSA departments (e.g. Field Services and Education)

Together, these areas form a dynamic ecosystem focused on helping communities not just respond to change, but be at the forefront.

Our Focus Areas

Current and near-term work within the Innovation Division is focused in a few key areas. These areas include work that you are already familiar with, including surveys, technical support, and partnerships, as well as new tools and resources.

Technology & Tools for Local Directors and Coordinating Programs: Exploring needs and solutions focused on two forms: reduction in administrative burden that enhances capacity and revenue producing products/​services.

Pilots in Civic Life, Capital Absorption & Disaster Recovery: Piloting new concepts like ​“Main Streets as Foundational to Civic Life” and scalable models for community finance, small business and community disaster resilience. We recently launched our Capital Absorption work in Virginia and Wisconsin focused on six mid-sized cities. This effort is being supported by the Robert Woods Johnson Foundation.

A Growing Small Business Network: Building and supporting an ecosystem of entrepreneurs and small business owners whose futures are interconnected with the Main Street mission. Aside from crowdfunding, in the coming months you will hear more about a forthcoming Small Business Hub focused on learning journeys, peer-to-peer connections, and cohort accelerator initiatives.

New Product and Brand Development: Creating ventures and partnerships that extend the impact and visibility of the Main Street America brand across sectors and society.

Innovation Tips for Main Streets

We also want to share with local and coordinating programs our learnings as we go along to help kickstart the integration of an innovation mindset across the network. The following are some tips to consider within your organization:

• Schedule a ​“Futures Audit”: Once a year, take time to ask: What’s changing in the world around us? What assumptions are we making? Look beyond your immediate field for inspiration. Invite staff, board members, or community stakeholders into the process.
• Pilot, Don’t Perfect: You don’t need to launch something flawless. Start small. Try out a new idea on a limited scale, gather feedback, and adjust. Treat it as a learning opportunity — not a final verdict. It’s ok to test and discover that it’s not going to work. It’s better to know early, which saves you a lot of time and money. 
• Create Feedback Loops: Innovation thrives on insight. Regularly ask your staff, volunteers, and community what’s working, what’s not, and what could be improved. Then act on what you learn.
• Cross-Pollinate Ideas: Innovation often happens at the intersection of different perspectives. Host joint brainstorms with partners from outside your traditional circles such as small businesses, civic tech groups, artists, or youth organizations. Be a ferocious consumer of information relating to consumer, technology, societal and business trends. Look for potential intersections with your own work. 
• Celebrate Small Wins: Shifting culture takes time. Acknowledge even small efforts to test new ideas, rethink old habits, or bring fresh thinking to longstanding challenges.

We Look Forward to Working With You

We believe our Innovation Division is an important structural gain for our movement, but more importantly, it’s an investment in ensuring continued resiliency and relevancy in an ever-changing landscape. We believe innovation isn’t reserved for large organizations or high-tech startups. It’s for anyone committed to evolving, learning, and creating a better future for their community.

Going forward we would love to hear your ideas and thoughts on innovation, as well as practices and programming you are putting in place. Feel free to share or ask questions at mwagner@​mainstreet.​org.