The loyal customer base many small businesses overlook

One of the biggest untapped opportunities for small businesses still lies in accessibility and how creating a more inclusive experience helps companies strengthen customer loyalty, grow in their reach, and more adequately serve families in their communities. 

On the latest episode of Business Trends Today, we’re joined by Megan Cortens, Founder and Executive Director of Our Place, a nonprofit organization connecting families and the disability community with resources, services, and inclusive businesses. 

Leveraging her experience in consulting, startup operations, and enterprise technology, Cortens has assisted families nationwide in managing disability services and has supported businesses in understanding and serving this underserved consumer group. 

Opening your doors 

Cortens notes that when talking with most small businesses, they often assume they don’t provide specific services for disability communities. But she believes it’s mostly about being welcoming and simply “opening your doors.” 

“Parents want to feel like when they go somewhere, they’re not going to get looked at,” Cortens explained. “It doesn’t have to cost any money.”

According to Cortens, one of the biggest misconceptions among business owners is that accessibility requires major investments or extensive facility upgrades. While ADA compliance remains important, she says many opportunities to serve the disability community involve improving awareness, communication, and customer experience rather than making costly physical changes.

Simple steps such as promoting quieter business hours, offering sensory-friendly accommodations, or clearly communicating available resources can make a significant difference for families navigating sensory or invisible disabilities.

Businesses seeing results

Cortens points to examples of businesses already benefiting from these approaches. She highlights how certain quick-service restaurants naturally appeal to individuals who value routine, predictability, and app-based ordering.

In other cases, businesses have introduced sensory-friendly hours with reduced lighting and noise levels, creating a more comfortable environment for customers while attracting a highly loyal audience.

One example involved a children’s hair salon franchise that implemented “Mellow Mondays,” designated periods with lower lighting and reduced music volume. The initiative helped bring more families from the disability community into the business while improving the overall customer experience.

Closing the communication gap 

For many small businesses, the challenge isn’t creating accommodations. It’s letting customers know they exist.

Cortens emphasized that businesses often fail to communicate accessibility features, sensory-friendly options, or inclusive policies that could attract new customers. Whether through signage, websites, apps, or community partnerships, increasing visibility can help bridge the gap between businesses and families seeking supportive environments.

She also stressed that business owners should not fear making mistakes when engaging with the disability community.

“If you’re willing to learn, willing to listen, you’re not going to offend them,” she said.

"I think it's about shifting your perspective to understanding it's not a big lift on the business. It really is just about shifting your mindset to, 'Oh, I have to do all these things. I have to make all these changes within my brick and mortar,' to, 'This is a large percentage of my community. I'm just going to tell them they are welcome here and they're not going to be looked at’... "The results that they will see from that will change their business."

Rethinking accessibility 

Beyond customer acquisition, Cortens believes accessibility offers businesses an opportunity to strengthen their reputations within the communities they serve. Because disability affects a significant portion of the population either directly or through family members, friends, neighbors, or coworkers, inclusive practices often resonate far beyond the individuals receiving accommodations.

Ultimately, Cortens encourages small business owners to rethink accessibility not as a compliance requirement but as a growth strategy.

Rather than viewing inclusion as a major operational burden, she says business owners should see it as an opportunity to welcome a large, often overlooked segment of their local community. In many cases, the first step is simply making people feel welcome.

To learn more about Our Place and its resources for families and businesses, visit joinourplace.com.