Small Budget, Big Impact: Marketing for Indie Businesses

Today’s meeting offered an inspiring look into how small businesses can stand out and thrive through creativity and innovation. Although we were originally scheduled to have a small business marketing workshop with Angela Rakis of Favorite Daughter, LLC, she unable to attend. Fortunately, our very own member, Giana Colona stepped in and led the presentation in her place. The workshop explored creative, cost-effective marketing strategies tailored for small and independent brands. Members even had the chance to put their ideas into action by building their own low-budget marketing plans!

A bit about Angela: through her company, Favorite Daughter, LLC, a marketing and business development consulting firm located in the Washington, D.C. and Baltimore area, she brings experience in program management and strategic planning. Angela is known for her strong leadership, passion for mentoring, and expertise in marketing and brand management. Her diverse professional background also gives her a unique perspective on business operations, consumer behavior, customer trends, and strategy.

What is a Small Business?

The best way to describe a small business is as an independently owned and operated company that isn’t dominant in its industry. These businesses typically have fewer employees and generate less revenue than larger competitors, but they often make up for it with flexibility, innovation, and a strong connection to their communities.

What Works for a Small Business?

When it comes to what works for a small business, several key strategies can make a big difference. Word of mouth continues to be one of the most powerful tools, especially when combined with strong engagement through social media. Building genuine connections with the community, whether through collaborations with other local businesses, pop-up events, or in-store moments, helps build loyalty and trust. Email newsletters also play an important role, keeping customers engaged and informed while reinforcing brand identity. Ultimately, it’s about creating memorable, authentic experiences both online and in-person that resonate with your audience and keep them coming back.

Local Examples of Small Businesses

In College Park, some small businesses you’re likely familiar with include Board and Brew, a go-to spot for delicious brunch and fun games; Vigilante Coffee, known for its unique brews and cozy vibe; and Shop Made in Maryland, which features locally made products and provides a great study spot. One of my personal favorites is their seasonal strawberry matcha latte, it's absolutely delicious! Each of these places reflects the heart of small business: personal, community-driven, and full of character.

To further analyze Shop Made in Maryland, it’s a prime example of what makes a small business successful. As college students, we’re their ideal target audience, and it’s clear that they understand us. The shop creates a comfortable, inviting atmosphere that serves as both a cafe and a study spot, while showcasing a thoughtful selection of locally made products from artists in the area. Their marketing strategy is especially effective, emphasizing their unique local focus and word-of-mouth, especially since everyone I know raves about it and visits often. Its prime location, right in the center of town near a lot of student housing, only adds to its popularity. Additionally, their rewards program (I’m already looking forward to my free drink!) creates customer loyalty and keeps people coming back. It’s a perfect blend of community connection, strong branding, and customer appreciation.

Activity Time!

Now it’s your turn to step into the role of a small business strategist and create a marketing plan that makes a big impact, without a big budget. Our members split into groups to collaborate on these questions, then presented their ideas, where we had the chance to explore each other's concepts and vote on our favorites, ideas we’d love to see come to life!

Step 1: Define Your Audience and Vibe

• Who are your ideal customers?

• What do they care about: style, convenience, sustainability, affordability?

• Think about the vibe you want your brand to give off. Is it cozy and comforting? Bold and energetic? Trendy and minimalist?

Step 2: Clarify Your Offer

• What product or service are you providing?

• Is it handcrafted candles, a vintage thrift shop, study-friendly snacks, or a dog-friendly cafe? Be specific!

  
  

Step 3: Craft Your Message

• What’s your hook? Why should people care?

• What makes your small business stand out from others?

• Think of your main value proposition, the emotional or practical reason someone would choose you.

Step 4: Create Your Low-Budget Marketing Plan

• Choose 2-4 marketing tactics from this list to start:

  • Instagram Reels / TikToks

  • Email newsletter

  • Partner with another local business

  • Free samples or small pop-up event

  • Referral program

  • Influencer collaboration

  • Customer testimonials

Step 5: Your 1-Minute Pitch

• Wrap it all up with a 60-second elevator pitch.

• Explain your idea, target audience, offer, and how you’ll market it. Make it exciting, clear, and convincing!

Small Business Ideas

My group created Brewtique, a trendy, eco-conscious beverage brand designed for young adults on the go in bustling cities. We focus on delivering high-quality, handcrafted drinks, like coffee, matcha, and seasonal specialty beverages, that are as pretty as they are flavorful. At Brewtique, we care about sustainability, using eco-friendly cups and offering discounts to customers who bring their own reusable ones. Beyond beverages, we also sell our own line of cups, dishes, kitchenware, and coffee products, all designed to complement a stylish, sustainable lifestyle. What sets us apart is our commitment to community: 10% of all sales are donated to environmental causes, and we actively establish partnerships with local businesses, from wellness studios to large firms, to create collaborative, feel-good moments. With a strong Instagram presence and pop-up events, Brewtique hopes to be more than just a coffee stop, it’s a movement for mindful, modern living.

Other groups came up with super fun and creative ideas too!

1. Tini Cafe is a cool concept that transforms throughout the day, serving as a chill cafe in the morning and afternoon, then shifting into a lively, social spot with a party vibe at night, in hopes to bring a different type of entertainment to College Park.

2. The Scoop is a trendy ice cream shop also located in CP, designed to be the perfect hangout for a chill night with friends. Their clever branding, centered around newspaper designs and the idea of “getting the scoop,” adds a playful twist.

3. College Park Closet focuses on making fashion more accessible for students, offering affordable vintage pieces that are both stylish and sustainable through repurposing.

4. Fashionably Late introduced the idea of a boutique in CP for college-aged girls who care about both fashion and sustainability. Perfect for last-minute outfit needs or cute gifts, it brings good energy and affordable style to a town that often feels like it’s missing those trendy finds.

5. Battered & Blissed, a peaceful bakery cafe in Tysons Corner, Virginia, created with corporate workers in mind. It’s a calm, cozy space to get work done or unwind with good music and even better pastries.

6. Doggie Delights is every dog lover’s dream, a dog-friendly bakery and cafe offering safe treats for pups and matching snacks for their owners. It’s a welcoming space to connect with other pet owners while giving back, as a portion of sales supports animals in need.

Each group brought a fresh and creative approach to addressing real-world needs in fun and thoughtful ways. As you can see, every small business idea was unique, yet all were incredibly needed and impactful. We voted, and Tini Cafe came out on top! It was such a fun event, and the collaboration with everyone made it even more enjoyable. Great teamwork all around!

Key Takeaways

One of the biggest takeaways from our discussion was recognizing the mindset shift needed when thinking about small business marketing. While big businesses often rely on volume, small businesses thrive on creativity and genuine connection. So when it comes to marketing your own hustle or side gig, the question becomes: how would you stand out? Members agreed that storytelling is key, sharing your personal journey, including the struggles and wins, adds a relatable side that bigger companies simply can’t replicate. That personalized touch not only builds trust but also makes your brand memorable in a way that other advertising can’t.

A big thank you to Angela Rakis for her excellent slideshow presentation, and to Giana and the entire AMA team for their efforts in organizing this event and sharing their expertise with us today. The presentation was incredibly detailed and provided valuable insights on creating and growing small businesses!

-Skyler Klein