From Excelsior to Rochester: A Summer Exploring the Main Street Strategy.

Growing up in a family business, I have seen firsthand the importance of building strong relationships in the community. At DevryBV, the Main Street strategy is aiming to do just that. By opening offices on main streets, we plan to integrate sustainability into the heart of that town, helping local businesses become more profitable while thinking through their social and environmental impact.

I started my internship this summer at DevryBV’s office in Excelsior, Minnesota, a vibrant lakeside community just outside the Twin Cities. My task for the summer was to help launch the firm’s next Main Street office in Rochester, NY. As someone raised in the Rochester area and connected to the community through my family's business, I have a solid foundation of preestablished connections and high motivation to make this succeed. My commitment to the area’s economic development provided the firm a unique combination of passion and local insights about the business community. 

My work began by reviewing the initial research Cornell students have conducted over the past three semesters for DevryBV through the Grand Challenges program. The student groups identified five cities for expansion, one being Rochester, NY. 

To build on their work, I set three goals: 

1. Learn the business. I engaged in work with current clients of DevryBV, attended Excelsior Chamber of Commerce events, and learned about the DevryBV brand, understanding how the Main Street strategy works in day-to-day operations along the way. 

2. Build relationships. While in Minnesota, I built relationships with the DevryBV team to understand the culture and vision of the business. Once I had a solid understanding, I began researching potential contacts to connect with in Rochester. I started emailing executives at Rochester companies whom I felt could benefit from our services or who we could learn from. 

3. Collect information. Once I arrived back in Rochester, I began connecting with local businesses and community leaders. I set up informational interviews with my contacts to identify challenges local businesses in the area face. Another part of the Main Street project involved scoping physical space for the DevryBV expansion. I analyzed demographic and economic data for the surrounding cities to determine optimal locations within the Rochester area for the office. 

DevryBV’s Work. 

DevryBV’s purpose is to inspire businesses to courageously serve humanity. We take a local approach to helping small- and mid-sized companies find their place in the world of sustainability. While large corporations are setting bold ESG (Environmental, Social, and Governance) goals, many businesses in the broader supply chain struggle to keep up with their ambitions, often lacking the capital and staff to comply with new requirements. DevryBV helps these companies understand and manage these risks. We make sustainability an integrated part of commerce, not an afterthought. ESG matters for every business in every industry.

Through my work at DevryBV, I have walked the main streets of Excelsior and Rochester, and I have heard directly from small- and mid-sized businesses. They are facing pressure from multiple forces, ranging from customers to state legislation. 

One of the biggest challenges for businesses is balancing action with their budget. Many companies cannot afford high-priced third parties and lack the capacity to address ESG issues internally. Unreasonable time frames and an all-or-nothing approach from regulatory agencies or state mandates make it even more difficult for businesses to keep pace. 

Through my conversations with Rochester business leaders, I heard a consistent need for the services DevryBV provides, reassuring me that we are in the right place. We guide our clients through a personalized roadmap, starting from where the client is and tailoring our solutions to their unique needs. Our team has a wide range of expertise, including policy, trade, and sustainability, and we are prepared to handle a broad set of business challenges. 

Addressing the Needs of Small and Mid-sized Businesses. 

Small businesses account for 99.9% of all U.S. businesses. This number reflects the immense role small enterprises play in our economy, as they generate employment for almost 50% of the U.S. workforce, contributing to economic stability. However, small businesses face increasing challenges, and the top concerns expressed at the start of 2025 were uncertainty surrounding new possible regulations and general global market volatility. 

National data on small businesses further breaks down the challenges.

• 86% do not believe small businesses have enough of a voice in Washington. 

• 82% of small business owners say the current federal tax code creates an unequal playing field between large companies and small businesses. 

• 38% of small businesses fail due to a lack of capital, and 42% due to a poor market fit.

Small businesses need solutions that minimize costs and support growth. They need partners who understand the regulatory environment and deliver tailored strategies that meet their needs. 

Why “Main Street”?

The “whack-a-mole” style of applying ESG—chasing trends and checking boxes—does not support small- and mid-sized enterprises.

The model at DevryBV is different, and it works because:

• We spend time in the community. We attend local chambers, form regional alliances, and support community events. We listen and can meet businesses where they are. 

• We utilize The Stewardverse™ approach. We focus on profit as an outcome of humanity-centric design. With everything we do, we prioritize the stewardship of people and nature. 

• We are grounded in Truth. We seek the Truth in every client engagement so that we can identify the core problem. We simplify and demystify ESG for smaller and mid-sized businesses, employing the power of Truth to affect change.

The photos above are pictures taken of downtown Excelsior, MN, in the early 1900s. These framed photos hang in the hallways of our Main Street office.

Next Steps.

Throughout my summer with DevryBV, I have immersed myself in the business while turning outward to build relationships. By leveraging my local knowledge of the area, I was able to identify potential office locations and establish connections. I have provided DevryBV with resources to assess the Rochester market and am leaving the firm with a strong foundation for future decision-making around expansion. 

As we continue to explore possible expansion cities, we will continue to serve small and mid-sized businesses. 

To advance our Main Street expansion, the team at DevryBV will:

• Continue building relationships in Rochester. 

• Join local chambers and community groups to connect with local businesses.

• Use what we have learned in Rochester to refine our process in other main streets, around the nation, and world.

Emily Nicholson was a 2025 Summer Intern for DevryBV. She is currently pursuing a bachelor’s degree in Environment and Sustainability at Cornell University.