It's not too late to participate in Economic Census

By Rhonda Abrams
Gannett News Service

Make your business count — and let your business be counted. It's time for the Economic Census of the United States.

Every five years, the U.S. Census Bureau gathers comprehensive data on the businesses and economic activity of the country. They collect data on more than 1,000 industries in every ZIP Code area.

If you want to expand your marketing, prepare a business plan or apply for a loan, the information you can gather free from the Economic Census is invaluable. You can find exactly how many businesses there are in any given industry in any ZIP area in the country. Before opening a new location, you can see whether you're going to have a lot of competition or a little.

The Economic Census isn't just something cooked up by bureaucrats. It's important for businesses, especially small businesses.

However, the value of the Economic Census depends entirely on the quality of the information received. Millions of businesses were sent Economic Census forms in December. If your business has at least five employees, then you've received one. Some businesses with fewer than five employees have also been included.

While the deadline for filing was Feb. 12, it's certainly not too late to get your form in. Rest assured that all of the information gathered is completely confidential, and businesses are clumped together so that it's impossible to extract data about any individual business.

"Completing the census is an act of good corporate citizenship," said Bob Marske, Census Bureau spokesman. "It's an opportunity for businesses to stand up and be counted to help assure the quality of the information we make decisions on.

"This information is also important at the local level. Economic development officials use the information from the Economic Census to identify opportunities for growth or for trade promotion."

This year, the bureau has added some fascinating new questions, including gathering the first comprehensive information on online commerce sales in every industry.

While there's a fine for failing to file, that shouldn't be your major motivation for returning your Economic Census form. It's a simple thing you can do to help yourself and your fellow Americans who want to start businesses.

An example: Let's say you want to start a dry-cleaning business. From the Economic Census, you can find out exactly how many dry cleaners there are in each ZIP area of your state, how different ZIP areas compare by number of dry cleaners, how the number of dry cleaners compare to other personal service businesses, and how well they are doing. All for free. All with just a few clicks through the Census Bureau's well-organized Internet site.

Think of how much money you can save in market research costs, not to mention the costs of opening a store in the wrong location. Even if you're already in business, Economic Census data might even keep a new competitor from opening in your already-well-served area.