In the early, more idealistic days of Websembli, a group of culturally sensitive technologists recognized that small businesses held the key to understanding local communities. They believed that the success of these businesses often reflected a deep knowledge of local needs and values, so they set out to support these businesses with tools tailored to help them thrive.

However, small businesses face significant challenges. In many U.S. suburbs, community detachment has grown due to spread-out, car-dependent layouts, long commutes, and busy lifestyles, which limit face-to-face social connections. Digital interactions can reduce local ties as virtual communities replace in-person interactions. This isolation often makes it harder for small businesses to attract and maintain local clientele.

One way to address this detachment is by leveraging technology to connect residents with nearby businesses. In early 2024, Websembli began developing comprehensive lists of small businesses, led by Tom Brock, a web designer who enlisted the help of a friend, Jim Pestaner, to pilot this project. The first focus was on Jackson Place and other Rockville businesses, creating a newsletter to promote these businesses to the broader Montgomery County area. The newsletter aims to highlight local services, enhance visibility, and measure how this approach can improve awareness and attract new customers to these community-based businesses.