Through support from the U.S. Department of Agriculture’s Rural Business Development program, Main Street America (MSA), and Kentucky Main Street (KYMS), our Small Business Digital Coaching Initiative set out to help twenty local businesses in four Kentucky communities strengthen their online presence, tell their stories more effectively, and reach new customers — both nearby and far beyond their zip codes.

The businesses participating in the program were the heart-and-soul operations that make a Main Street what it is: a yarn shop where creativity sparks connection, a boutique that knows many customer’s names and tastes, 

When we began, many were starting from ground zero in our Coaching Framework for Small Rural Businesses—what we call a ​“zero digital footprint.” Some had no website or email tied to their business, others had social pages they hadn’t touched in weeks. But all of them shared one thing: they wanted to grow.

Meeting Them Where They Are 

Each business participating in the program completed a digital readiness assessment that helped us understand where they stood on the continuum — from no online presence to a fully developed, data-driven marketing strategy. Then we met them in their shops, behind their counters, and in their back rooms stacked with inventory.

The framework’s levels provided an approachable and unintimidating roadmap for each business:

• Level 0: Laying the Groundwork — setting up branded email, creating a Google Business Profile, and helping them understand why going digital mattered.
• Level 1: Building Visibility — developing consistent posting habits, learning to use AI-assisted tools to save time, and encouraging them to ask for and respond to customer reviews.
• Level 2: Expanding Reach — integrating e‑commerce, local SEO, and online booking tools.
• Level 3: Optimizing for Growth — using analytics, automation, and collaborations to sustain momentum.

That clear, step-by-step roadmap made the process achievable for everyone — from the most tech-hesitant to the most eager early adopter. 

Stories That Shaped the Journey

Across all four communities — Beattyville, Pikeville, Scottsville, and the Tri-Cities of Benham, Lynch, and Cumberland — the transformation was visible and deeply personal. Their stories show the power of digital growth.

• Buffy’s Lazy Daisy Florist & Gifts in Cumberland, KY, started out with minimal digital presence. Today, she’s confidently managing a new website and online orders that is allowing her business to really grow.
• The Vibe Art and Music Studio in Shelbyville, KY, was a young business that was hungry for growth but not sure which direction to take. It is now rebranded, online, and growing off the charts. They just added space for a new art area!
• Yarn Hub in Shelbyville, KY, turned its cozy, in-person energy into a vibrant digital community. By showing projects, workshops, and customers online, they’ve started to attract new followers — and even visitors — from neighboring counties.
• Two Chicks and Company in Pikeville, KY, discovered that visibility can drive connection. Their shop’s new photos and storytelling posts helped them show who they are: hardworking, family-driven, and full of life.
• Las Dos Sisters in Beattyville, KY—a local favorite — used the project to refine their digital presence and continue to support their local community while attracting travelers. 

These are only a few of the many stories that emerged. Each business began at a different point, but most took tangible steps forward — gaining confidence, visibility, and connection.

From Learning to Leading

Throughout the project, MSA and KYMS directors and assistant directors played a crucial role. As they watched their local entrepreneurs grow, they saw firsthand how digital coaching can amplify Main Street vitality.

By the end of the program, seven businesses had moved from ​“no digital footprint” to a foundational online presence, while others climbed to new levels of digital maturity. The ripple effects extended beyond the storefronts: neighboring businesses began asking, ​“How can we do this too?”

The framework can be adopted by any Main Street program that wants to bring accessible digital skills to their local businesses. With minimal cost and a strong partner network, communities can make transformational change in just six months. 

Looking Forward: A Blueprint for Rural America

The Kentucky cohort showed what’s possible when we meet small businesses where they are, combine practical training with empathy, and build long-term partnerships rooted in trust.

This model isn’t just about marketing, it’s about economic resilience. It’s a blueprint any Main Street community can adopt to help local businesses not just survive but thrive in a digital world that changes by the week. As we look ahead, one thing is clear: investing in rural entrepreneurs is investing in America’s future.