How many businesses do you think are in your community? Chances are, the actual number is significantly higher than you’d expect.
Take Exeter, New Hampshire, for example. With a population of about 16,000, the town is home to more than 700 businesses, nearly 13,000 employees, and over $950 million in annual payrolls. Exeter’s business landscape is as diverse as it is vibrant, spanning manufacturing and healthcare, dynamic retail and dining sectors, public and private education that draw students from beyond town limits, and a wide range of home-based enterprises.
To better understand and support this complex business ecosystem, the Town of Exeter partnered with UNH Extension’s community and economic development team in 2018 and again in 2025. The collaboration focuses on a program called Community Business Engagement (CBE), which helps communities understand needs, challenges and opportunities for local businesses, identify key insights, strengthen business community connections and communication, and implement actionable strategies to strengthen the local economy.
“It's been wonderful working with UNH Cooperative Extension and the Exeter High School business students,” said Darren Winham, economic development director for the Town of Exeter. “UNH staff has been extremely thorough, professional and pliable. This experience is much more comprehensive than, I believe, any I've been involved in in my twenty plus years in economic development.”
The 2025 effort began with a steering committee of local leaders and volunteers, followed by a robust outreach phase that includes a community survey, interviews with business leaders, and sector-based focus groups.
“I welcomed the chance to listen to local business proprietors detail what sets Exeter apart from other communities that could have been home for the same business,” said Paul Nicholson, steering committee member and Exeter resident. “In addition, it’s been valuable to hear some of the concerns raised that may not be readily clear to the general public.”
The goal of this phase is simple: listen.
These conversations surface a range of issues—some unique to specific businesses, others shared across sectors or geographic areas. Some reflect local challenges, while others point to regional or state-level dynamics. All input is kept confidential and analyzed by UNH Extension to ensure the findings are neutral and data driven.
“The CBE program brings local leaders and businesses together to identify real needs and opportunities that are grounded in data, not assumptions,” said Charlie French, community & economic development program team leader at UNH Extension. “Outcomes of the program have included improved wayfinding signage, creation of school-to-career apprenticeship programs, streamlined permitting, and even a plan to revitalize a town’s waterfront district. Extension’s goal is to facilitate conversations that lead to action and ultimately strengthen local economies.”
An especially innovative component of the 2025 effort is the integration of Exeter High School students into the project. Darren Winham recruited business teacher Will Mogé and extended learning opportunities coordinator Adam Krauss to involve students in meaningful ways—from co-designing the survey to conducting business interviews and intercept surveys with downtown visitors and residents.
“Students at Exeter High School are gaining firsthand insight into how local economic development works,” said Will Mogé, business teacher at Exeter High School. “They are deepening their understanding of how community decisions and business initiatives drive growth and opportunity in their own region.”
Following the listening phase of the program, students will contribute to the analysis and will help present findings to the community—gaining hands-on experience in civic engagement and economic development.
To help the public follow along, Exeter TV, the town’s community access station, produced a short video in June highlighting the program and the student team.
While it’s too early to say exactly what steps the Town of Exeter will take following the program, Darren Winham and the volunteer steering committee are fully committed to turning insights into action. Their shared goal is to strengthen connections with the local business community and provide meaningful support. And that work begins with listening.
