Small Business Toolkit for Operating in Pullman

Operating a business in Pullman comes with unique dynamics, largely influenced by the presence of Washington State University (WSU). The university significantly impacts the local economy, population flow, and consumer behavior. Below are key considerations and strategies to help business owners navigate the Pullman market effectively.

Understanding Pullman’s Seasonality

Pullman’s economic and consumer activity follows the WSU academic calendar, meaning businesses should anticipate shifts in customer traffic throughout the year:

- Population Fluctuations:

Approximately 64% of Pullman’s population consists of college students.

Slow Periods: Expect reduced foot traffic during:

  • Summer months (mid-May to mid-August)

  • Thanksgiving week

  • Mid-December to early January

  • Spring break

Peak Business Periods: High customer activity typically occurs:

  • The week before the academic year begins (August)

  • Weekends of home football games (game time impacts business flow)

  • Parents & Family Weekends (Fall & Spring)

  • Fall and Spring Commencement ceremonies

Industry-Specific Trends:

  • Bars experience increased business in April compared to September due to student age progression.

  • Restaurants and retail businesses benefit from game days and major university events.

Engaging with the University Community

Students as Customers:

Students make up a significant portion of Pullman’s consumer base. Understanding their habits, budgets, and preferences is key.

Active Online Presence: Ensure your business is easily found online. Maintain an engaging social media presence on platforms like Instagram, TikTok, X, and Snapchat.

Students as Employees:

  • WSU provides a valuable labor pool, but student availability fluctuates with academic schedules.

  • Expect higher turnover due to graduation and class schedule changes.

Parent & Alumni Engagement:

  • Parents and alumni are strong potential customers, particularly during key WSU events.

  • Consider marketing special promotions for visiting parents and alumni during peak times.

Collaborate with WSU:

  • Work with the university on promotions, student discounts, and event sponsorships.

  • Explore advertising opportunities with WSU-affiliated media and business programs.

Building a Strong Local Network

Relationships Matter:

  • Engage with other business owners, community members, and local leaders.

  • Participate in local events and business organizations to strengthen your network.

    Partner with Other Local Businesses:

  • Collaborate on cross-promotions, bundle deals, and shared events.

    Strengthen community ties by supporting and working with other small businesses.

    Utilize Local Resources:

  • Downtown Pullman Association– Advocates for downtown businesses and community engagement.

  • City of Pullman Economic Development– Offers business support and economic initiatives.

  • Pullman Chamber of Commerce– Provides networking, marketing, and advocacy for local businesses.

  • Southeast Washington Economic Development Association (SWEDA)– Supports business development in the region.

Marketing & Advertising Strategies

Local and Digital Advertising:

  • Advertise in local newspapers, radio stations, and at community events.

  • Use social media and search engine marketing to reach the student population.

Word-of-Mouth & Customer Service:

  • In a small town, reputation spreads quickly. Prioritize excellent customer service.

  • Negative experiences can have a lasting impact—ensure every interaction is positive.

Diversify Offerings & Revenue Streams:

  • Consider seasonal products or services to adapt to Pullman’s shifting population.

  • Offer different price points to attract students with limited budgets while appealing to parents and alumni with more disposable income.

Create a Student-Friendly Space:

  • Provide free Wi-Fi and study-friendly seating to attract students.

  • Adjust business hours to accommodate student schedules.

  • Offer student discounts and affordable luxury options.

Staying Ahead of Trends in a College Market

College town trends shift rapidly. Stay informed using multiple approaches:

  • Social Media Monitoring: Watch for emerging trends on Instagram, TikTok, X, and Snapchat.

  • Student Surveys & Feedback: Collect input through digital surveys, focus groups, and casual conversations.

  • Campus Events & Activities: Observe student interests through university clubs, concerts, and cultural events.

  • Collaboration with University Departments: Work with student affairs and marketing programs for insights.

  • Influencer & Student Ambassadors: Engage student influencers to promote and test new offerings.

  • Online Forums & Communities: Monitor discussions on platforms like Reddit and college-specific forums.

  • Tech & Entertainment Trends: Keep an eye on popular apps, TV shows, and music that influence student culture.

Keys to Success in Pullman’s Business Environment

  • Be Patient & Persistent: It takes time to establish a loyal customer base in a small town.

  • Show Community Commitment: Support local events, sponsor student organizations, and engage in town activities.

  • Remain Adaptable: College trends evolve constantly. Stay flexible and open to change.

By understanding the unique business environment in Pullman and leveraging the university’s influence, small businesses can thrive despite seasonal challenges. With strategic planning, strong community ties, and adaptability, your business can become an integral part of Pullman’s economy and culture.