Community Research · 2026
The gap isn’t a lack of resources. It’s awareness.
A perception study and gap analysis of entrepreneurial support in the Klamath Basin. Business owners know they want help. They are not always finding the resources already built for them.
Research by Addison Brown · Oregon Tech Communication Studies · in partnership with the Innovation Hub
Demand for more industry and networking events
The single highest score recorded in the entire study.
Overall mean gaps
Across every category, interest and need outran awareness.
Participants showed only moderate awareness of entrepreneurial resources, yet expressed high interest and a strong desire for more.
Awareness was highest for marketing resources and lowest for funding. Interest peaked for industry events. The clearest signal of all was demand for more chances to connect.
What this means
The challenge is not scarcity. It is connection.
The findings point to a clear conclusion. The primary challenge may not be a lack of entrepreneurial resources, but a lack of awareness and engagement with them. Participants frequently asked for better notification of events and opportunities, a sign that existing information is not reaching people effectively. Research shows that exposure alone does not guarantee awareness or engagement. Communication works best when audiences notice, remember, and understand the message (Voorveld, 2021). Increasing engagement through repeated exposure, reminders, and clearer communication can help more entrepreneurs use the support that already exists.
Where the Hub is focusing
Turning the findings into action for the region.
More industry and networking events
Respondents rated additional events the top need in the region. The Hub is prioritizing recurring opportunities that bring entrepreneurs, professionals, and community members together.
Better notification and reminders
Participants asked to hear about opportunities more consistently. Repeated, timely reminders help people notice and remember what is already available.
Clearer communication of resources
The resources exist. The work is making them easy to find, understand, and act on, so awareness turns into participation.
How it was done
A focus group first validated the questions for clarity. Findings reflect self-reported perceptions from a small sample, so they point to direction rather than the last word. Future research can widen the sample to students, aspiring entrepreneurs, and community leaders.
What people asked for
Three themes rose to the top of the open-ended responses.
The most common request across every open-ended response.
Practical guidance for growing and running a business.
Help finding capital and getting new ventures off the ground.
Read the full research
The complete study, methodology, and findings are open to the public. Download the full report to see every category and chart.