Good Access Is Good Business Booklet

Good Access is Good Business How to attract more customers by providing better access to your business A guide for small businesses February 2016 Accessible Eurobodalla Campaign Council have identified improving accessibility of businesses in several of their strategies and have put together a Good Access is Good Business campaign to help open new markets, prepare businesses for the National Disability Insurance Scheme (NDIS) and recognise those businesses who improve their accessibility. Components of Good Access is Good Business Campaign Workshops - Batemans Bay: Monday 29th February, 6:00pm – 8:00pm, Soldiers Club. - Moruya: Tuesday 1st March, 6:00pm – 8:00pm, Moruya Golf Club. - Narooma: Wednesday 2nd March 10:00am – 12:00pm, Club Narooma. - Tilba: Wednesday 2nd March, 5:00pm – 7:00pm, My Heaven on Earth Café, Tilba Audit and Follow-up Accessible Tourism Campaign 2016 Eurobodalla Business Awards: Good Access Award Acknowledgements This guide has been reproduced by Eurobodalla Shire Council with the permission of the developers. Reproduction of the text in this guide is permitted and encouraged so long as the following acknowledgment is included. Use of the cartoons is also permitted for the purpose of reproducing this guide. "Ballina Shire Council has produced this guide based on material developed by Marrickville Council and the Australian Human Rights Commission. Cartoons by Simon Kneebone. " 1 | P a g e Contents What is accessibility? 3 What is the NDIS? 3 NDIS Economic Benefits for NSW 3 Opportunities for Business 3 How accessible business benefit 4 What is an accessible business 5 You could be missing out on potential customers 5 1. Which customers are we talking about? 5 2. Good access makes good business sense 6 3. Meeting your legal responsibilities 7 Four ways to improve access for all your customers 7 1. Make it easy for people to find you 7 2. Make it easy for people to Get in 8 3. Make it easy for people to Get Around 9 4. Make the most of Customer Service 11 Audits & Follow Up 13 Accessible Tourism Campaign 13 Good Access Awards 13 Further Information 14 2 | P a g e What is accessibility? Accessibility refers to the design of products, devices, services, or environments for people with disabilities. It is a holistic world view approach which offers everyone access to society. This involves physical access to buildings and infrastructure, access to fair employment, access to information and access to every other aspect of our world. The Eurobodalla Shire, through their ‘Good Access is Good Business’ campaign is improving access for all residents and visitors. What is the NDIS? The National Disability Insurance Scheme (NDIS) is a new system of providing support to people with a disability, their families and carers. Launched in 2013 by the Australian Federal Government, the NDIS uses an insurance approach similar to Medicare, meaning the costs for disability care are shared amongst the wider community. The NDIS is being progressively rolled out across Australia under the management of the National Disability Insurance Agency (NDIA). The rollout is due to be completed by 2020. Essentially, the NDIS has been designed to give people with a disability greater choice and control over the support they receive, providing eligible individuals with funding based on their personal needs and lifelong goals and aspirations. NDIS Economic Benefits for NSW By 2018 in NSW the NDIS will: Support between 7,800 and 12,400 people with disability to find work, as well as support approximately 10,700 carers to return to the workforce. Create approximately 25,000 jobs in the NSW disability service sector. Add up to $7.1B annually to NSW’s Gross State Product. The NDIS will lead to an increase in labour supply in NSW. While an increase in labour supply does not automatically lead to increased employment rate, the modelling indicates the potential gains to NSW that may flow from increased labour force participation of people with disability and carers. These are significant with potentially 23,100 extra full time jobs created directly with over 7.3B of gross state product gains each year. Opportunities for Business Who are we talking about? people who are blind or partially sighted (357 000) people with learning disabilities (668 000) people who are deaf or hearing-impaired (1 in 6) people with physical disability who may use a wheelchair or walking frame (3.4mil) people with long-term illnesses people with an acquired brain injury parents of young children – particularly those with strollers or prams older people delivery people shoppers with heavy bags every customer – particularly when it’s busy. 3 | P a g e How large is this potential cust om er bas e? Eurobodalla Older population 18,179 residents over 50 (50.9%) Disability 1 in 5 people – approx. 7,150 people Families 1652 children aged 0-4 years, approx. 4.6% Visitors to Eurobodalla (Domestic Overnight Travel) People 54 years + 36% Families (children under 14 years) 27.4% The Eurobodalla is expected to attract 900 NDIS packages averaging $35,000 per annum, bringing in around $32M per annum to the local economy. Both the disability and the aged care workforces are predicted to grow, doubling and trebling respectively. The Eurobodalla is attractive to both day trippers and overnight visitors, particularly families. All of this has a positive effect on the local economy, both the extra money coming in and the multiplier effect of funds staying in the area. Businesses can capitalise on this significant market gap by offering greater accessibility. Missed Market Share Australians with disability have a disposable income of an estimated $54 billion. 1 in 3 people either has disability or is likely to be close to someone who has disability. Almost 90% of disabilities are not visible. There are currently 357,000 people in Australia who are blind or have low vision. 10% of the population has dyslexia. That’s more than two million Australians. A recent survey revealed: 83% of people with disability 'walked away' from making a purchase. The most important factor was inaccessible premises. Poor or inappropriate communications was another area that affected spending. Inaccessible websites, telephone systems and printed information were all cited by respondents as reasons they did not make a purchase. Tourism People with a disability spend $8 billion a year on Australian tourism accounting for 11% of total tourism expenditure. 88% of people with a disability take a holiday each year. This accounts for some 8.2 mil overnight trips. How Accessible Businesses Benefit The main benefits gained are: Expanding and diversifying the customer base to a large untapped market with considerable spending power Financial benefits: increased sales and improved profitability Loyal customer base and repeat business Overall increase in business volumes Business plan targets achieved earlier Faster business expansion 4 | P a g e Improved reputation and ‘free’ word of mouth advertising Competitive advantage: differentiation from competitors These businesses experience a rapidly expanding customer base, increases in sales and profitability, gain a substantial ‘foothold’ in their market and a distinct advantage over their competitors. What is an Accessible Business? An accessible business, whether a provider of goods or services, will take the following into account: Physical access to the business Ease of navigating the premises Increasing the number of accessible products in stock Knowledgeable staff who are aware and confident assisting all customers including those with a disability and older people. A business supported by accessible information and communication technology The correct attitude You could be missing out on potential customers In Australia 3.6 million people, or 19 percent of the population, have a disability. Together with their friends and families, the number of people affected by a disability is bigger still - and every one of them is a potential customer. More than half of people aged 55 years and over have difficulties with mobility, sight or hearing. While they may not consider themselves to have a disability, easier access would be a great benefit. As a small business, quality service is one of the most important things you can offer. This guide aims to help you, the small business owner, understand how to improve access to your goods and services for a large part of our community you may be missing out on - customers who have a disability. WHICH CUSTOMERS ARE WE TALKING ABOUT? Providing good access to your business will benefit: People who are blind or partially sighted People with learning or intellectual disabilities People who are deaf or hearing-impaired People with a physical disability who may use a wheelchair or walking frame, or have arthritis People with long-term illnesses People with mental health or psychological difficulties, and People with an acquired brain injury 5 | P a g e Good access also benefits: Parents or carers of young children – particularly those with strollers or prams Older people Delivery people Shoppers with heavy bags Every customer – especially when it’s busy. Can you afford to miss out on all this business? "I look for businesses that are easy to use for me and my friends. When I find one that I can enter without a problem I feel welcomed. When a business is accessible, has good service and an inclusive attitude, it gives you a feeling of belonging. They're the places I go back to and take my friends as well." - Marickville resident GOOD ACCESS MAKES GOOD BUSINESS SENSE All potential customers will make choices about your business based on how easy it is to use. If a person uses a wheelchair and there is a step at your front entrance, they - and the people who accompany them - will probably go to another business in your area which has a flat Remember: entrance or a ramp.

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