Is there hope that the main streets in Western MA can be saved?
From the tide of digital commerce that has swept billions of dollars out of local economies to the spending vortex created by ever-expanding big box store chains, the challenges facing small local businesses are immense.
In the heart of Western Massachusetts, where small businesses, farms, access to nature, and institutions of higher learning shape the core of the region’s economic fabric, one man has been tirelessly working to not only keep local economies humming, but to set up an environment where they thrive.
A lifelong resident of Western Massachusetts, Bill Cole grew up in Longmeadow and has spent decades immersed in the region’s business landscape.
A web developer by trade and a community advocate by passion, Bill has dedicated years to building Living Local 413, a nonprofit organization committed to revitalizing and supporting business communities across the four counties of Western Massachusetts.
From web development to business community development
Bill’s journey began in the digital space.
In 2012, he started Tiger Web Designs, a web development agency known for working with a wide range of clients, from small businesses and nonprofit organizations to larger corporations seeking a stronger digital presence.
But Bill’s vision extended far beyond website development. He saw a gap in how businesses, municipalities, and economic development organizations interacted regionally.
While big-box retailers and e-commerce giants streamlined their operations, many small businesses lacked access to the tools, networks, and infrastructure necessary to compete and grow.
That’s when the idea for Living Local 413 was born.
The mission: strengthening Western Massachusetts business communities
“When we went global many years ago, we kind of lost local,” Bill says. “We forgot about our neighborhoods and our Main Streets. The solution? We need to make stronger town/city business communities and a more connected regional business community. Because if we do that, the rest falls into place.”
That is the ethos behind Living Local 413; building strong, sustainable individual and regional business communities.
Living Local 413 is structured as a 501(c)(3) nonprofit, ensuring that its mission remains community-driven rather than profit-oriented. Through this model, Bill has been able to secure funding opportunities and create partnerships with business leaders, municipalities, and regional economic development agencies.
A big vision for local business growth
Bill’s roadmap for Living Local 413 is ambitious, which is understandable given his entrepreneurial background.
Living Local 413 drives community and economic growth through three key initiatives: Living Local Villages, Living Local Accelerators, and the 413 Online Business Community Platform. Each initiative is designed to strengthen local businesses, support entrepreneurs, and create thriving communities in Western Massachusetts.
Living Local Villages focuses on revitalizing communities by investing in real estate, infrastructure, and business development. Through strategic assessments, expert-driven planning, and targeted investment, this initiative helps municipalities and local leaders identify growth opportunities, attract commercial investment, and implement long-term economic strategies.
Living Local Accelerators provides education, mentorship, and funding to entrepreneurs and business owners looking to scale or launch high-impact ventures. By fostering innovation, supporting business adaptation, and connecting startups with investors, this initiative fuels sustainable business growth and economic resilience.
413 Online Business Community Platform serves as a digital hub for businesses, entrepreneurs, and economic development organizations. It offers a centralized space for networking, resource-sharing, and collaboration, featuring an event calendar, business support directory, job and funding opportunities, and expert-led discussions on key regional challenges.
Together, these initiatives form a comprehensive approach to strengthening the local economy, ensuring that businesses and communities in Western Massachusetts have the tools and support they need to thrive.
Collaboration over competition
Despite the scope of his vision, Bill said he remains committed to collaboration rather than competition. He actively seeks partnerships with existing organizations, avoiding redundancy and ensuring that efforts to support the local economy are as effective as possible.
“I’m not here to compete with anyone,” Cole says. “The goal is to bring people together—business owners, municipalities, and economic development leaders—to create a thriving, interconnected business community.”
A call to action
Western Massachusetts has long been home to innovative thinkers and community builders. Bill Cole is at the forefront of a new movement that tackles business community development and economic growth in a rapidly changing world.
“Whatever we figure out here in Western Massachusetts will be a case study for regions looking for locally-oriented answers in an age of big-box retail and business consolidation.”
For those looking to get involved, Living Local 413 welcomes business partners, municipalities, and economic development organizations. Whether you’re a business owner, a local leader, or an organization looking to support local economic initiatives, Bill’s message is clear: Living Local starts with you.
Find out more about Living Local 413
To learn more about Living Local 413, how its initiatives are shaping the future of Western Massachusetts, and how you can get involved, check out the links below:
MAIN PHOTO: Bill Cole speaks at the Western MA Regional Economic Ecosystem Summit in Hadley, in December 2024 (Chucky Crespo Photography).
CONTRIBUTOR
Fungai Tichawangana
Fungai 'Your Web Guy' Tichawangana is an entrepreneur, web developer, and writer. He is the founder of Artist Dynamix, a digital marketing agency based in Amherst MA, which helps businesses and creative entrepreneurs take off & fly. Artist Dynamix specializes in website development & management and search engine optimization. The agency's projects include Inc413, Valley of Writers, and Literary Massachusetts. When you see him put his hand up, he is reaching for the sky.
