Lakeshore Economic Analysis Project (LEAP) - The Full Story, presented by: Dean Halverson, CEO, Leede Research Group unveils the results of the LEAP Survey.

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Lakeshore Economic
Analysis Project
Final Report
May 2015

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Online Study – 341 Completes
Study Conducted: May 2015
Manitowoc County Employers
Sponsored by Leede & ICB
Methods
 LEAP, the Lakeshore Economic Analysis Project is an
effort to gather current and relevant economic data
from employers in Manitowoc County.
 Surveys distributed via emails through Progress
Lakeshore, The Chamber and Investors Community
Bank.
 Study represents an overall error of + 5% at 95%

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Our Local Economy is Strong and
Growing!

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 The study reached a good cross section of area businesses. This information will be used in the more
detailed analysis of the study as a whole.
Q3. Which of the following best describes your organization’s
primary business sector?
21%
3%
3%
6%
7%
12%
13%
13%
21%
0% 50% 100%
Other
Hotel or Tourism
Restaurant or Food Service
Government
Retail
Non-Profit Organization
Personal or Business Services
Financial or Insurance
Manufacturing
The most often mentioned
Other Responses were:
Healthcare – 11 responses
Education – 8 responses
Real Estate – 7 responses
Construction – 6 responses

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 In reviewing future employment needs, we see 38% projecting increased employment with a mean of
14%. There are 6% projecting decline at a mean rate of 10%. This speaks of growth for the area but
also for the need for qualified candidates in the workforce.
Q4. In the next 12 months, do you anticipate
your employment in Manitowoc County will?
1%
5%
56%
34%
4%
0% 50% 100%
Decrease Significantly
Decrease Slightly
Remain the Same
Increase Slightly
Increase Significantly Q4a. If Increase: What percentage change
in employment would you expect to see?
Mean Score = 14%
Q4b. If Decrease: What percentage change
in employment would you expect to see?
Mean Score = 10%
Net Between
Increase &
Decrease is
32%!

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 It is positive to see that sales growth is more than double the decline rate in this question. It is also
positive to see the percent of growth as a mean is stronger than the percent decline.
Q6. Looking at your current sales in the past 6
months, how has that tracked against the same 6
month period one year ago?
2%
5%
12%
29%
28%
15%
10%
0% 50% 100%
Decreased Significantly
Decreased Moderately
Decreased Slightly
Remained the Same
Increased Slightly
Increased Moderately
Increased Significantly
Q6a. If Increase: What percentage change
in sales did you see?
Mean Score = 14%
Q6b. If Decrease: What percentage
change in sales did you see?
Mean Score = 11%
Net Between
Increase &
Decrease is
34%!

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 While respondents indicate both employment and sales growth in their businesses they are not as
optimistic for the local economy overall. The overall response is slightly positive.
Q7. How do you see the economy of Manitowoc
County as a whole performing in the next 12 months?
5%
1%
4%
11%
36%
36%
7%
0% 50% 100%
DK/NA
Significant Decline
Moderate Decline
Slight Decline
Remain Flat
Slight Growth
Good Growth
Siginificant Growth
Q7a. If Increase: What percentage change
in the economy would you expect to see?
Mean Score = 8%
Q7b. If Decrease: What percentage change
in the economy would you expect to see?
Mean Score = 9%
Net Between
Growth &
Decline is
27%!

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 There is a projection of modest growth in the next 12 months in the overall businesses. This is seen in
both general percentage of response and net growth figures.
Q8. How do you see your business as a whole
performing in the next 12 months?
2%
1%
1%
4%
20%
46%
21%
5%
0% 50% 100%
DK/NA
Significant Decline
Moderate Decline
Slight Decline
Remain Flat
Slight Growth
Good Growth
Siginificant Growth
Q8a. If Growth: What percentage change
in the economy would you expect to see?
Mean Score = 12%
Q8b. If Decline: What percentage change
in the economy would you expect to see?
Mean Score = 10%
Net Between
Growth &
Decline is
66%!

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 This question offered respondents a series of key issues and asked that they identify their top 5. We
see that over half the businesses indicate that recruiting talent and healthcare costs were key issues.
Government regulation and the economy were also significant.
Q5. What would you consider the Top 5
issues facing your business?
Yes
Responses
Talent Recruitment/Staffing 57%
Healthcare Costs 55%
Government Regulation 43%
Economic Slowdown 43%
Skilled Labor Shortage 39%
Competition 37%
Taxes 35%
Industry Slowdown 24%
Leadership Development 21%
Technology/IT 18%
Innovation 14%
Environmental Issues 9%
Security 8%
Energy Issues 6%
Globalization 6%
Other 11%

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The following is additional information gained from detailed analysis of the data:
• High level respondents in the Service and Retail industries, with largest organizations in Manufacturing
• General Employment Growth was strongest in Manufacturing but the percentage growth was Service
• Sales Growth was strongest from Financial Services and Manufacturing. This was also true for Growth of
the Manitowoc County Economy and Growth of their Business.
• Manufacturers had the strongest concerns overall for the issues tested in the study.
• Respondents from the Service Industry were less likely to live in Manitowoc in 5 years than other groups.
• Managers and Directors were more optimistic about growth than higher level respondents, though top
leadership generally showed higher sales growth
• It was positive to see that there were not significant differences by respondent level in their likelihood to live
in Manitowoc in the next 5 years.

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 Employment in Manitowoc County has been variable. It peaked in 2008 before the economic
downturn and showed general decline until it bottomed out in 2013. It is now starting to turn around
with 2015 projections.
The following is the recent history of
our Manitowoc County workforce
based on figures from the Bureau of
Labor Statistics:
Year Employment
2005 33,850
2008 35,003
2013 32,401
2015 32,722
Every County bordering Manitowoc County has
a lower unemployment rate than we do
according to the Department of Workforce
Development for August 2015

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 This map from the Department of Workforce Development shows the projected population change
from 2010 through 2040.
Manitowoc County faces a
fundamental challenge
moving forward.
Surrounding counties show
growth rates as high as 31%
moving forward while we
are projecting a 3% decline.
How will this impact the
future workforce?
What will happen as our
employees retire?
A strategic plan and effort is needed to address
our current and future workforce needs moving
forward

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The following are other items of
interest from the profile:
• 2000 to 2010 – 2.6% pop growth
• 2010 to 2013 - 0.1% pop decline
• Median Age - 44 years
• Net Migration - (-0.2%)
• 3,706 Manitowoc residents drive to
Sheboygan to Work. 5,046 others
• 1,365 Sheboygan residents drive to
Manitowoc to Work. 2,660 come
from other counties.
• We have a net outward migration
both in counts and in $$

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The following are Open
Positions in the past 90 days:
• Manitowoc 1,279
• Sheboygan 2,386
• Calumet 245
• Kewaunee 259
• Door 101
Source – Labor Insight Jobs (Burning Glass
Technologies)

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Three Simple Questions:
1. Do you have unfilled positions in
your business?
2. If Yes: How many?
3. What industry segment are you a
part of?
In September Leede Research, in
cooperation with our partner
organization completed an emergency
assessment of the labor market in
Manitowoc County. This was conducted
through online interviews with members
and contacts of the following:

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Sent out through online resources of the Chamber and
Progress Lakeshore a total of 223 employers provided
input. Data was reviewed for quality by Leede Research
and some surveys were recoded for accuracy.

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The following are summary
items of interest from the survey:
• The total represents 815 unfilled
positions in Manitowoc County from
just those respondents
• Simple extrapolation into the
employer population indicates there
are over 1500 positions unfilled
• Indeed.com indicates 1,751 positions
available in Manitowoc County.
• Recent communications in the
Sheboygan Press indicates 2,600
positions available in Sheboygan
58% of Employers
Responding have
Unfilled Positions

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Manufacturing shows the highest rate of unfilled
positions. Retail shows the lowest

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Finding the Right Candidates and Work Ethics are
seen as the biggest barriers to filling needed
positions
3%
1%
4%
4%
5%
7%
8%
8%
20%
40%
0% 30% 60%
Miscellaneous
Competiting companies
Part time work offered
Low wages/wages offered
Shift work/holidays or weekends
Skill sets
Finding applicants
Lack of qualified applicants
Finding candidates with work ethic/want to work
Finding qualified candidates

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 An open-ended question was used to capture best features of living in the area. Lake Michigan was a
dominant response along with the general environment offered in the area.
Q1. What do you think is the best feature of living in
Manitowoc County?
The most often mentioned Open Responses were:
Lake Michigan - 92 responses
Small town atmosphere/community - 53 responses
Safe - 34 responses
Friendly/Good people - 34 responses
High quality of life - 18 responses
Amenities, parks, zoo, museum, festivals - 14 responses
Low Cost of Living - 12 responses
Good place to raise family - 11 responses
Family & Friends Here - 10 responses
Qualified workforce - 8 responses
Beauty - 8 responses
Location - 7 responses
Quality schools/education - 5 responses
Clean - 4 responses
Access to I-43 - 4 responses

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 Business growth and labor needs are the prime concern from area employers. There was a wide
range of responses seen to this open-ended questions.
Q2. As an employer, what one thing about Manitowoc
County would you change?
The most often mentioned Open Responses were:
Attract more business/jobs/employers - 55 responses
More skilled labor/training - 45 responses
More restaurants/amenities - 19 responses
Downtown issues - 19 responses
Retain youth - 19 responses
Nothing - 18 responses
Conservative attitude - 16 responses
Negative attitudes/Be more positive - 13 responses
City Leaders/government issues - 12 responses
Better education system - 7 responses
Lower taxes - 7 responses
Wage level - 7 responses
More development/Growth - 6 responses
More shopping - 3 responses
Develop lakefront/river - 5 responses
Better economy - 2 responses

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 The study sought to identify what items of support could be provided to business through area
organizations. We see while no specifics were offered, they seek to have organizations promote
growth in the area as a whole.
Q9. What could organizations in the community
such as Progress Lakeshore (formerly the Economic
Development Corporation) and the Chamber do to
help your business or address area business issues?
The most often mentioned Open Responses were:
Nothing - 50 responses
Attract more business/jobs/employers - 39 responses
Promote/Advertise – 33 responses
Continue programs/discussions - 18 responses
More skilled labor/training - 16 responses
Retain youth - 12 responses
Shop Local Theme - 7 responses
More development/Growth - 4 responses

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 Respondents are not seeing specifics that other businesses could offer but do see the value on
general growth and for programs and discussions. There is some need for loan resources indicated in
the results.
Q10. What could other businesses in the
community such as banks, accounting firms,
consultants or even local government do to help
your business or address area business issues?
The most often mentioned Open Responses were:
Nothing - 70 responses
Attract more business/jobs/employers - 13 responses
Loans - 13 responses
Promote/advertise - 11 responses
Continue programs/discussions - 8 responses
Funding - 7 responses
Shop Local Theme - 6 responses

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 Respondents must have been Manitowoc County businesses. There was a strong mix of employer size
and titles represented in the study. This offers a solid look at the current economic environment in the
area.
S1. Is your business located in Manitowoc County?
Respondents must have a business within the county
to complete the study
S3. What is your title in your organization:
15%
2%
7%
15%
15%
46%
0% 50% 100%
Other
C-Level
Vice President
Manager
Director
Owner/President/CEO

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 This slide shares the detail on employer size. The study reached a strong cross-section of the
community with various size employers. This adds credibility to the study findings.
S4. How many FTE’s (Full Time Equivalents) do you
employ in Manitowoc County?
22%
18%
19%
9%
14%
18%
0% 50% 100%
100+
31 to 100
11 to 30
6 to 10
2 to 5
1
Mean Score = 92
employees

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 Demographics give us a look at the makeup of the leadership in the local business community. We
see the respondents are older with a mix of education levels.
Q11. What is your age?
7%
31%
36%
17%
8%
1%
0% 30% 60%
65+
55-64
45-54
35-44
25-34
Under 25
Q13. Which of the following best
describes your education level?
1%
26%
11%
30%
7%
18%
7%
0% 50% 100%
Ref/DK/NA
Post Graduate Degree
Post Grad Courses
Bachelor Degree
Technical College Degree
Some College or Tech College
High School Graduate
Some High School

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 Most respondents are married and their spouses are also working in the area. Those who are not are
generally not seeking employment at this time. That could represent a potential labor pool for the
future.
Q12. Are you:
84%
16%
0% 50% 100%
Married
Single
Q12a. If Married: Is your spouse
currently employed?
Yes = 76%
No = 24%
Q12b. If No: Are they actively seeking
employment?
Yes = 3%
No = 97%

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 Respondents have been in Manitowoc County a long time. We see that 88% of the respondents
reside in the County. It is positive to see that respondents generally plan to be here in 5 years. There
are 10% who indicate a below average response.
Q14. How long have you lived in
Manitowoc County?
Mean Score = 31.5 years
Q15. On a scale from 1 to 7, with 1 being Not
at All Likely, to 7 being Extremely Likely, how
likely is it that you will reside in Manitowoc
County in 5 years?
3%
3%
4%
9%
9%
17%
56%
0% 50% 100%
1-Not at All Likely
2
3
4
5
6
7-Extremely Likely
Mean Score = 5.9
Top Two Box Score = 73%
Q15aa. Do you currently reside in
Manitowoc County?
Yes Responses = 88%
No Responses = 12%

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 Respondents are involved in the community with most being part of multiple organizations. This will
be used in providing detailed information to the organizations to help in their future programming.
51%
50%
8%
27%
71%
0% 50% 100%
Other Service
Organization
Other Business
Organization
WMC
Progress Lakeshore
Chamber
Q15a. Please check any of the following organizations
that you are a part of. – Yes Responses

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Q16. Do you have any additional comments you
would like to pass along?
The respondents mentioned many comments that
could not be categorized and should be reviewed
for their content. These may be found in the Open
Responses section of the report.

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We Appreciate the Continued Partnership