In late April, Greater Iowa City, Inc. launched a focused survey to better understand how the business community perceives today’s economic climate and how well our programs and communications are resonating. The survey, released through our newsletters and select social media channels, yielded 58 responses that paint a picture of both the challenges ahead and opportunities for adjustments.
Business Climate: Growth & Visibility Lead the List
When asked about their most pressing challenges, respondents pointed to market growth and customer acquisition (28%) as the top concern. This was followed by access to capital, workforce recruitment and retention, and regulatory navigation—each named by 14% of participants. These findings mirror the dynamic pressures of a post-pandemic business landscape and affirm our ongoing work to simplify access to resources and improve clarity around local policies.
When it comes to what’s most helpful, networking (18%), market visibility (17%), and workforce attraction and retention remained important. These insights will directly inform how we shape our events, strategic partnerships, and targeted campaigns throughout 2025.
Organizational Awareness: A Strong Foundation
The survey also shows that Greater IC’s rebrand and mission are taking hold:
- 97% of respondents are at least somewhat familiar with our events, programs, and initiatives.
- 83% have participated in a Greater IC effort within the past year.
This is encouraging validation that our members are engaging with the mix of business support, economic and community development, and advocacy services.
Constructive Feedback: Communication and Connection
While feedback was largely positive and affirming our current path, several members emphasized the importance of increased, targeted communications and a sharper focus for the scope of our work. One respondent noted that joining new, larger groups can feel intimidating and encouraged more intentional outreach to newcomers. This is a great reminder that inclusion isn’t just a principle, but a practice that we will continue to work on.
Survey Details: Representation of Respondents
The representation of the 58 respondents varied, with the majority in technology, finance, nonprofit, professional services, and government. Company size varied as well, although the highest percentage of respondents (33%) had less than 10 employees.
Perception of Business Climate and Needs
The biggest challenge respondents (28%) are facing right now is market growth and customer acquisition, followed by access to capital (14%), workforce recruitment and retention (14%), and navigating regulations or policies (14%).
When asked what support is most helpful, networking (18%) and market visibility (17%) were at the top of the list.
The survey shared the following to inform Greater IC services:
1. Of the 58 respondents, 64% are financial investors of the organization.
2. Most (97%) were somewhat or very familiar with Greater Iowa City, Inc.
3. 83% have participated in our programs, events, or initiatives over the past year.
4. 41% of respondents believe our impact on the area is somewhat or very positive. 26% felt it was neutral.
5. In Community Engagement or Recognition programs, respondents were most familiar with City Lunch connections, Ambassadors, and a Toast to Business.
6. In Business support, respondents were most familiar with these top two programs: the Business Resource Center and Ribbon Cuttings. They were the least familiar with Referral Groups.
7. In Strategic Initiatives, respondents were most familiar with these top two programs: Innovation Councils and Strategic Investment Districts. They were less familiar with Referral Groups. They were the least familiar with the Data Digest.
8. In Talent and Workforce Programs, respondents were most familiar with these top two: Leadership Programs and Childcare Solutions / Wage Enhancement Program. They were the least familiar with the Human Resource Circle.
9. In Advocacy, respondents were most familiar with these top two: Legislative Forums and Legislative Trips. They were the least familiar with Local Advocacy Statements.
What’s Next?
This survey is one tool among many to keep us listening, learning, and aligning our work with the needs of the greater Iowa City area. It reinforces the strategic direction we’ve charted and reminds us that our greatest strength is the community we convene.
Want to share more ideas or connect on how we can support your business?
We’re listening. Reach out anytime or join us at an upcoming Greater IC event.
