[Case Study] The making of Inc413

How we planned and developed Inc413, a platform with tools,
resources, and inspiration for businesses in Western Massachusetts,
and how we are building a community around it.

The making of Inc413

A case study on the building of an online hub for small business success

This case study looks at how Artsit Dynamix planned, carried out research for, and built the Inc413 website. It outlines key objectives, looks at how we identified key content topics, and gives an overview of all the different parts of the digital marketing strategy for this project.

Project Brief

Develop a comprehensive online platform designed to help empower small businesses in Western Massachusetts by providing them with easy access to essential tools, valuable resources, and a vibrant network of peers. By fostering connections and offering tailored resources, the platform will help small businesses navigate challenges, share best practices, and thrive in a competitive market.

Business around Western Massachusetts: L to R:
1. Street dining brings a lot of foot traffic to Northampton MA during the warm months of the year,
2. Business and community leaders gather at the annual Community Breakfast in Amherst MA.
3. Maple Syrup for sale at Quonquont Farm in Whately MA.
Main Page Image: Part of the Springfield MA city skyline seen from the Connecticut River, near Memorial Bridge.

Our Approach

To build an effective online platform for small businesses in Western Massachusetts, we needed to thoroughly understanding the specific needs and challenges of the local business community.

We did this through keyword research, studying online material, conducting interviews, and through ongoing meetings with business leaders and entrepreneurs.

Acknowledging that there were already valuable resources available—such as local chambers of commerce, small business development centers, and industry-specific tools—we focused on creating a platform that integrated these existing resources in a cohesive, easily accessible way.

By tying all the pieces of the puzzle together, the aim is for Inc413 to not only enhance the visibility of these resources but to also provide a comprehensive, user-friendly solution that makes it easy small businesses to navigate and use them efficiently, fostering engagement, growth and collaboration within the community.

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HOW IT ALL BEGAN

Identifying the Project Pillars

By speaking to businesses around Western Massachusetts and doing a ton of online research and documentation, we realized that if this platform was to be successful, it needed to address three foundational pillars; We call them Go Factors, Stop Factors, and Gas Stations.

GO FACTORS

Highlight Available
Opportunities

Many business owners we spoke to said they could not easily access opportunities. Awareness of and access to opportunities are crucial drivers of success for any business, particularly for small and emerging enterprises. When business owners are aware of opportunities—whether they are new markets, innovative technologies, partnerships, or funding sources—they are better positioned to leverage these possibilities to fuel growth, enhance competitiveness, and achieve long-term sustainability.

STOP FACTORS

Understand Challenges
Faced

In order to provide real value, Inc413 must be committed to exploring, understanding, and addressing the challenges that businesses face. This is essential for fostering a supportive and resilient entrepreneurial ecosystem. Understanding and openly discussing these challenges not only helps businesses navigate difficult situations but also empowers them to find innovative solutions and strategies to overcome obstacles.

GAS STATIONS

Share Resources,
Tools & Networks

Making resources, tools, and networks easily available on the platform is essential for making the platform useful for small businesse. Explaining complex processes like how to work with the state government By offering a hub where users can quickly access educational materials, practical business tools, and networking opportunities, the platform streamlines the process of finding and utilizing the support they need.

PROJECT APPROACH

Developing a High Content,
High Traffic Website

Inc413 is a high content, high traffic website*. It's very existence and success depends on the creation and delivery of good quality content (along with tools, networking opportunities, etc).

For website development projects like this, the Artist Dynamix team spends about 80% of project time working on the content and working out the best ways to deliver it.

The needs of the target audience drive the content.

The content drives the design.

The design drives the development.

And if we do it well, the platform does a skibidi job of serving the target audience

Once the site is launched, we set it up on high performance servers in a hosting environment designed to grow with the website.

PROJECT JOURNEY

Inc413 Project Timeline

A chronological journal of digital endeavor- or something like that...
(Click on the left or right arrow to navigate the timeline)

Finding a Name

On August 15, 2022, the domain 413.business was registered. Later on the project name was changed to Inc413 and a year later, we registered the domain inc413.com

August 2022

Two hands appear over piles of research material.

Research Begins

Online research on business resources, Google searches, by entrepreneurs, challenges faced & opportunities available begins.

September 2022

A man works at a computer while a woman looks over his shoulder at the screen.

Develop Site

Work on the Inc413 website is well underway.

November 2022

Fungai Tichawangana presents to students at UMass

Isenberg Meeting

Artist Dynamix founder, Fungai Tichawangana, presents the Inc413 idea at the Isenberg School of Business at UMass Amherst. He is later invited to make a presentation on entrepreneurship.

February 2023

A close up of a compass with the word 'planning' printed on it.

In the minutes

Inc413 becomes a regular feature of weekly planning meetings at Artist Dynamix

June 2023

Google Debut

Using a method we call 'front-loading,' Inc413 makes its debut in Google search results.

November 2023

Social Beginnings

Inc413 social media profiles are now live on Instagram, YouTube, Facebook, and Instagram. First Instagram post is on Nov 15.

November 2023

First Advertisers

We invite selected businesses to send in banner ads which will run once the site is live. Thanks to BNI Blaze Chapter for making this possible.

May 2024

Spreading The Word

All through the year we've been having meetings with business leaders and talking to them about Inc413. We've started putting together a mailing list.

June 2024

A screenshot of the Inc413 home page with annotations for edits.

Content Frenzy

At this point, we're super deep in content creation, editing, and sourcing. More of the content is going up on the site (Yay!) which is still password protected.

July 2024

And we're LIVE!

Site goes live on November 1, 2024. It only took us 2 years, millions of mouse clicks, scores of meetings, hundreds of hours of design & development, and countless emails to get this done.

Nov 1, 2024

PUTTING IT ALL TOGETHER

A Project With Many Parts

A project like this starts with a lot of research,
then all the other pieces come together to land a finished website. Here are some of the main blocks...

RESEARCH

Keyword Research
& Online Presence Analysis

The first step is to identify keywords relevant to small businesses and entrepreneurs in Western Massachusetts. This involves researching local search terms, analysis of other websites, and assessing the current digital footprint of the small business sector and support structures. This groundwork shapes the content and marketing strategy, ensuring we address the specific needs of local entrepreneurs and businesses.

CREATE & DOCUMENT

Content Development

With a clear keyword strategy, we create valuable content tailored to the region’s small business community. This includes stories, guides, resources, case studies, and interviews with local business owners. The goal is to provide actionable insights and support that businesses can use to grow. We also document business activity with photos and videos so that the website has visuals that align with people's lived experiences of Western Massachusetts.

BUILD

Website Design
& Development

The website design & development process is heavily informed by the first two steps. The insights gained from keyword research help shape the layout and structure of the site. Key search terms guide the creation of prominent sections, calls-to-action, and navigation that directly aligns with user intent. Similarly, the content development strategy informs how different types of content are showcased on the site.

SHOW ME THE MONEY

Set Up Revenue
Generation Model

To sustain the platform, we have lined up multiple revenue streams. These will include affiliate marketing, partnerships with local business services, sponsored content, or a subscription model offering premium tools and resources. For Inc413, generating revenue while offering a lot of free value to the community is key to long-term success.

RANK & RISE

Search Engine
Optimization

From the start, our SEO Actionz tool will help optimize every page of the Inc413 website, from metadata and keyword placement to internal linking strategies and content recommendations. SEO Actionz tracks keyword performance, and syncs with Google Analytics, Search Console and Google Business Profile to give us user engagement metrics in real time, allowing us to regularly refine and update our content.

GROW COMMUNITY

Social Media
Management

Our social media approach for Inc413 will be hyper-focused on community engagement and regional relevance, rather than just pushing content. Instead of using social media solely for broadcasting, we will foster genuine connections between local business owners, entrepreneurs, and community leaders in Western Massachusetts. Our strategy is built around creating interactive, value-driven content.

TIME ESTIMATE: 2 HOURS

Google Business
Profile Setup

The project scope includes setting up and managing a Google Business Profile for Inc413. With ongoing support from our SEO Actionz tool, we can monitor multiple profiles and ensure they remain fully optimized, regularly updated, and consistently visible in local search results.

TIME ESTIMATE: 2 HOURS

Mailing List
& eNewsletters

A forward-looking workshop designed for business owners & marketing professionals eager to understand how Artificial Intelligence (AI) is transforming digital marketing. This practical course looks at applications of AI in various aspects of digital marketing. Resources will include top AI tools to use and online resources. Participants will gain insights into the benefits and challenges of integrating AI into digital marketing strategies, along with current industry examples and case studies.

TIME ESTIMATE: 3 HOURS

Project Launch
& Ongoing Managment

Designed to provide a thorough grounding in the basics of Search Engine Optimization, a crucial component of digital marketing. This workshop is ideal for beginners and those looking to refresh their knowledge, offering a comprehensive introduction to the key concepts and practices that underpin effective SEO strategies.

Here it is: the Inc413 website

Some key project objectives

Support Business Growth: Provide valuable tools, resources, and insights that help local small businesses grow.
Foster Community Engagement: Build a vibrant community by encouraging active participation through interactive social media content, engaging newsletters, and regular communication with local business owners.
Maintain a High-Quality User Experience: Ensure the platform remains user-friendly, fast, and accessible on all devices through ongoing website maintenance, design enhancements, and technical SEO improvements.

Background Image: Holyoke Mall at Ingleside, Western Massachusetts. FungaiFoto, Inc413 Archives.

Not sure where to start?

Request an Online Presence Audit...

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That’s precisely why an Online Presence Audit is your indispensable first step.

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By understanding your unique digital footprint, you can lay a solid foundation for a tailored digital marketing campaign that resonates with your audience and amplifies your online impact.

Let’s begin this journey with clarity and confidence, transforming uncertainty into a strategic roadmap for digital excellence.

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