Perhaps, however, the pandemic showed which small businesses are vital to their local community. One small business, The Green Toad, is a community bookstore located on Main Street. The sky-high bookshelves and the welcoming environment could have you spending hours there. However, what caught our attention was the owner, Jim Havener, a man who seemed to know everyone that walked through the door.

Mr. Havener attests The Greed Toad’s survival during the pandemic to adapting and understanding your customer base. He had to reform his business model.

“We did two different things. First of all, we did what was most important [which] was home delivery. We physically would deliver what we have here at the store. Even if it was two blocks away, even if it was one paperback compared to five hardcover books.

We traveled all around Otsego County and in the Delaware County. Sometimes I would make a five-mile trip. My staff wasn't here. I own the business so I could still run the business here.

Another aspect we did with our products is that we had two holidays. We had Easter and Mother's Day. So, for example, on Easter, we had things ready for Easter. Especially since it’s a very kid-centric holiday. And the people that couldn't come and visit their family on Easter would actually order gift boxes and we either mail them out or we delivered them to the people.”

Mr. Havener’s efforts did not go unnoticed. People of the community recognized the importance of The Green Toad. Mr. Havener, along with a retired schoolteacher, started a campaign to give children in the Oneonta school district a book called “Hop on Book” that raised around $8000.

When asked what made his business stand out against the rest, what didn’t work for other businesses, Mr. Havener said:

“I think the stores that did not survive were ones that were either food-related and those that could not change their business model. They couldn't get out of what they did.

For example, the coffee shop [next door], Latte Lounge, completely went to delivery and pick up and they kept cash flow going by that way as well. I think if you weren't innovative and creative then you were dead in the water.

The other businesses on Main Street that were not food-related that didn't do well just didn't go out of their comfort zone to try to help their customers.”

The Green Toad is a perfect example of why small businesses are crucial to their local communities. In a day where Amazon has pretty much monopolized most sectors, The Green Toad proves what small businesses have over multi-billion-dollar corporate companies: a genuine connection.

Mr. Havener’s ultimate reflection on the pandemic is not to underestimate the impact of a small business:

“Biggest lesson I learned is how important the store is to this community. It’s important to me and my staff, but really, how important how people went out of their way. You know, just to really do that. I had several customers write checks for $500 and said when this is all over, I'll come and collect on it. One of them kind of has done that...

So really, truly it's just how important a business that you are to the community and how vital it is to the life of the community.”