Introduction
Most local businesses keep their plans close to the chest. But there’s power in showing your work. Stripe’s co-founder Patrick Collison famously chose to build in public—making their payment system’s documentation open to anyone. That choice didn’t just explain their product. It built trust, invited feedback, and created a global community that adopted Stripe by choice.
Your family-run business might not be a Silicon Valley startup, but you can use the same idea: share your process, involve your community, and let your honesty and transparency set you apart from big, impersonal chains.
What Is “Build in Public” for Local Businesses?
“Build in Public” means inviting customers to see how you do what you do. It’s about sharing real, unpolished updates on your work, your decisions, and your values.
Why does it matter? In a world of slick ads and big-box competitors, people choose local businesses they trust. Transparency is the fastest way to earn that trust.
The Stripe Example
Stripe didn’t hide its payment system behind marketing speak. Developers could see exactly how it worked, removing guesswork and building credibility. For local businesses, this approach means:
- Showing the people behind your business.
- Sharing your process and decisions.
- Involving your customers in your growth.
When you show the who and how behind your work, you make it personal. People don’t just see a logo—they see the family members and team who care about doing things right. This connection turns one-time buyers into loyal regulars who recommend you to friends.
Benefits for Local Businesses:
- Authenticity: Customers see the real you, not a polished sales pitch.
- Community: Neighbors feel invested in your success.
- Word-of-Mouth: People talk about the local businesses they know.
- Trust: You’re not hiding anything—people know what they’re paying for.
Being authentic isn’t a marketing trick—it’s the reason people choose local. By being open about what you do and why, you give them even more reason to choose you over a faceless chain or cheaper competitor.
Yes, there are risks. You don’t want to overshare private info or hand your playbook to competitors. Balance is key.
Transparency doesn’t mean telling everyone your secret sauce. It means showing enough to earn trust without compromising your business. It’s about sharing the story behind your work, not the recipe itself.
How to “Build in Public” as a Local, Family-Run Business
You don’t need fancy tech. You don’t need to go viral. You just need to show your community what makes you different.
1. Share Your Process
People love seeing how things are made or delivered. Pull back the curtain.
How to Do It:
- Post short videos of you preparing food, repairing equipment, packaging products.
- Share photos of your workspace or store renovations.
- Write blog posts about why you chose your suppliers.
These small glimpses make a big difference. They help your customers feel involved and appreciated. For example, a short video showing your fresh ingredients or a new paint color in your shop can remind people you’re invested in quality and improvement. It tells them you care—and that you’re local and proud of it.
Tool Tip: Facebook, Instagram, or even a simple blog on your website work well.
You don’t need a professional film crew or a big budget. A phone camera and a couple of minutes of your time are enough. The goal isn’t to be perfect—it’s to be real.
2. Engage Your Local Community
Don’t just talk at your customers—talk with them.
How to Do It:
- Run polls about new products or services.
- Ask for feedback on menu changes or store hours.
- Host live Q&As about your work.
These interactions turn customers into collaborators. Instead of guessing what they want, you can ask them directly. Even better—when they see you taking their input seriously, they feel valued and are more likely to support you. It turns buying from you into a relationship, not just a transaction.
Tool Tip: Facebook Groups, Instagram Stories questions, in-person events.
If you’re worried about starting online, remember: even asking questions in person at checkout or posting a paper poll in your store counts. The key is to make customers feel heard.
3. Celebrate Milestones and Wins
Your community wants to see you succeed. Share your wins.
How to Do It:
- Announce when you hire a new team member.
- Celebrate store anniversaries.
- Post customer testimonials or success stories.
When you celebrate openly, you remind customers they’re part of your story. Hiring someone new isn’t just business growth—it’s proof you’re serving your community well. Sharing testimonials shows real people trust you. These moments build credibility, humanize your brand, and give your supporters reasons to cheer you on.
Tool Tip: Use simple graphics or short videos to share these moments on social media or your website.
Don’t overthink production value. A heartfelt thank-you message or a photo with a loyal customer can be more effective than a fancy ad.
4. Be Transparent, But Smart
You don’t have to reveal everything. Be open without risking your competitive edge.
How to Do It:
- Share challenges you’ve overcome—but avoid airing internal disputes.
- Talk about general pricing philosophy without giving exact costs.
- Plan your posts so you don’t rush and overshare.
It’s about honesty with boundaries. Admitting you had supply chain hiccups shows you’re human and working hard to solve problems. But airing employee arguments or sharing your supplier contract details doesn’t help anyone. Plan your content so you stay consistent, respectful, and in control of your message.
Pro Tip: A simple content calendar can help keep you on track.
Planning helps avoid last-minute posts that could say too much or come off unprofessional. Even one or two planned posts per week can maintain trust and interest without stress.
Real-World Local Examples
Bakeries and Restaurants
- Share daily specials, baking processes, sourcing stories (e.g., local farms), and kitchen team photos.
Customers want to know what they’re eating and who made it. Showing local ingredients or your early-morning prep work makes them appreciate your quality and commitment even more.
Contractors and Service Businesses
- Show before/after photos, explain the planning behind jobs, and highlight your team at work on local projects.
Trust is everything for contractors. Customers want proof you do good work and care about details. Documenting your projects and showcasing your crew turns browsers into believers.
Shops and Retailers
- Feature your buying trips, new arrivals, and the story behind selecting local goods.
Retail customers love knowing you hand-picked items just for them. Sharing your criteria and the faces behind your products adds a personal touch that big chains can’t match.
Lesson: This approach works for any local business—from the trades to retail to professional services.
Building in public isn’t limited to restaurants or shops. Whether you’re an accountant, landscaper, or mechanic, showing your process, values, and team can turn one-time customers into lifelong supporters.
Measuring Your Success
You don’t need fancy dashboards. Keep it simple:
- Watch for increased engagement on posts (likes, comments, shares).
- Track new followers or email subscribers.
- Listen to what customers say in person—are they mentioning your posts?
These basic metrics show if people care about what you’re sharing. If you hear customers say, “I saw your post about that,” you know it’s working. Don’t get obsessed with numbers—focus on real connections and community feedback.
How to Scale It:
- Move from random posts to a regular schedule.
- Invite loyal customers to share your content or testimonials.
- Use feedback to improve what you share and how you serve.
A steady rhythm helps your audience know when to expect updates. Getting happy customers to share their stories expands your reach naturally. And listening to feedback ensures your content stays relevant and valued.
Conclusion
“Build in Public” isn’t about showing off. It’s about opening up. For family-run and local businesses, it’s your best marketing advantage. Big chains can’t match your honesty, your community ties, or your personal service.
Want to stand out in your town? Start simple:
This week, share one behind-the-scenes photo or story. Watch how your customers respond.
Need help planning your marketing? Schedule a free consult with OK7 and let’s make sure your business stands out for the right reasons.
Quick Tips for Local Businesses
- Start with platforms your customers already use (Facebook, Instagram).
- Keep it personal—show faces and names.
- Don’t overthink quality—real beats perfect.
- Respond to comments and questions.
- Plan your content in advance to stay consistent.
Think of this as your first step toward building lasting trust. Your customers don’t want perfection—they want you.
