TOTALLY LOCALLY

What TOTALLY LOCALLY does

Totally Locally is a UK-based not-for-profit Community Interest Company (CIC) founded in 2010 that operates the country's largest grassroots high street revitalization campaign. The organization provides a "Town Kit" — a downloadable digital toolkit containing marketing templates (posters, banners, newspaper layouts, badges, tote bag designs), event guidelines, press release templates, and campaign timelines in Adobe InDesign and PDF formats — to volunteer groups in towns who want to run local shop-local campaigns. Its core message framework centers on the "£5 Message" (encouraging each adult to spend £5/week locally) and the "Magic Tenner" economic multiplier concept, with flagship national events like Fiver Fest coordinating simultaneous £5 offers across participating towns.

The business model blends freemium grassroots distribution with paid institutional engagement. Voluntary community groups receive a free "Town License" and self-serve download of the Town Kit, while funded organizations (councils, Business Improvement Districts) access a paid "TownThrive" tier with enhanced support under multi-year contracts. Additional revenue comes from commissioned projects (e.g., Calderdale Council's Valley of Lights), merchandise sales via an online shop, and grants/sponsorship. The operation is small (1–10 employees), headquartered in Scarborough with a commercial entity (The Good Company (Yorkshire) Ltd) registered in Halifax, and serves a global network of towns spanning the UK, Australia, New Zealand, France, Finland, and Brazil. The website itself offers only basic social-login SSO integrations and no disclosed AI, API, or app functionality.

Name

TOTALLY LOCALLY

Legal name

Totally Locally Towns CIC

Website

https://totallylocally.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Totally Locally is a UK not-for-profit CIC that distributes a free Town Kit of marketing templates and runs nationwide campaigns (Fiver Fest, Magic Tenner) to help volunteer groups and councils support independent high street businesses across hundreds of towns globally.

Ownership category

akta.pro rank

Product category

Community-led high street campaign services

NAICS

Civic and Social Organizations (813410), Advertising Material Distribution Services (541870), Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Community Centers & Neighborhood Support Services (BPAGAEAL)

akta.pro secondary industries

Neighborhood & Community Markets/Pop-Ups (Community-Led Bazaars) (MPAGAEAJ), Local & Neighborhood Communities (BPAMABAG), Local & City Guide Content Aggregators (MPACAKAJ)

Keywords

• Community-led campaigns
• High street revitalization
• Local economic development
• Shop local campaigns
• Independent business marketing

Headquarters

HQ city

Scarborough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Town Kit Licensing: The Town Kit is provided to voluntary groups for free (Town License) and via paid programs for funded organizations (TownThrive). The organization is a not-for-profit CIC.
2. Merchandise Sales: Online shop selling Totally Locally branded merchandise including bags, mugs, and promotional items.
3. Commissioned Projects: Paid work from local authorities and organizations (e.g., Calderdale Council commissioned Valley of Lights project, working with Ripon BID).
4. Sponsorship & Grants: The organization actively seeks national sponsors and government support. Funded by grants from organizations like Calderdale Council PRG Grant.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Totally Locally provides a downloadable Town Kit (a digital toolkit of editable marketing templates, posters, banners, newspapers, campaign timelines and event guidelines) that volunteer community groups use to run local shop-local campaigns supporting independent high street businesses. It also runs the TownThrive programme for Councils and BIDs and coordinates nationwide events such as Fiver Fest and Magic Tenner, anchored on its core £5 Message concept encouraging residents to spend £5 per week locally.

Product overview

Totally Locally is a community-led campaign organisation offering a suite of products and tools for revitalising local high streets. The core offering is the Town Kit, a comprehensive digital toolkit providing editable marketing templates (posters, newspapers, banners, badges, launch materials) and campaign guidelines that volunteer groups use to run local shop-local initiatives. TownThrive serves funded organisations (Councils, BIDs) who want to support community-led campaigns. The product portfolio includes flagship campaign events (Fiver Fest, Magic Tenner) built around the foundational £5 Message concept, plus ancillary offerings such as the Totally Locally Shop for merchandise, High Streets Online for town directory websites, the 'Economics of Being Nice' book, and template tools like Town Maps and the Totally Locally Times newspaper.

Differentiator

Problem solved

Functional benefit

Brands

• Fiver Fest: National campaign event where towns run simultaneous special offers of £5 items in independent shops to encourage local spending.
• Magic Tenner
• Town Kit
• TownThrive
• The Engine Room

Products and services

• Town Kit A comprehensive downloadable digital toolkit of editable marketing templates (posters, newspapers, tote bags, banners, badges, launch invites, house rules, Thank You slips), campaign timelines, and event guidelines used by volunteer community groups to run local shop-local campaigns in their town.
• TownThrive A paid programme for Councils, Business Improvement Districts and other funded organisations to commission and run a Totally Locally campaign locally, combining institutional resources with community-led volunteer energy.
• Fiver Fest A national coordinated event campaign in which Totally Locally towns simultaneously run special offers of items priced at £5 in independent shops, supported by promotional materials, town maps and shop listing templates.
• Magic Tenner A campaign and poster toolkit that visualises the local supply-chain multiplier effect, showing how £10 spent locally can generate £50+ in local economic impact, and is used by towns to encourage businesses to highlight their local suppliers.
• Totally Locally Shop An online e-commerce shop selling Totally Locally branded merchandise including shopping bags, hampers, mugs and promotional items.
• High Streets Online A pilot programme that creates local online directory websites for towns (pilot at Hebden Bridge) enabling independent businesses to gain an online presence as part of the campaign.
• The Economics of Being Nice A book published by Totally Locally exploring the philosophy and economic impact of supporting local independent businesses.

Quantifiable outcome

• £5/week/person spent locally generates substantial town-level economic impact (e.g., Hebden Bridge ~£2.6M/year, Andover £9M/year)
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• VisacoreGTM or Marketing Partner · 1 February 2024Totally Locally was part of the judging panel for Visa's Let's Celebrate Towns Awards 2024, awarding £15,000 to winning towns. Awards ceremony held at House of Lords Westminster.
• Leeds Building SocietyminorGTM or Marketing Partner · 1 January 2024Presented at Leeds Building Society HQ to delegates about invigorating communities, community champions and government collaboration. Leeds Building Society has a design-forward office that hosted the event.
• Ripon BIDminorStrategic or Co-development Partner · 1 April 2023Commissioned work alongside Ripon BID to support local businesses through the Totally Locally campaign framework.
• Leek United Building SocietyminorGTM or Marketing Partner · 1 February 2018Launched a special Totally Locally savings account to help raise awareness of supporting independent businesses. Every pound saved helped promote local shopping.
• Network RailminorGTM or Marketing Partner · 1 July 2013Gave permission for Totally Locally Prestatyn campaign banner to be displayed at the train station to promote local independent businesses.
• Calderdale CouncilcoreStrategic or Co-development Partner · 1 December 2012Commissioned Totally Locally to create the Valley of Lights flood relief project. Funded through PRG Grant from Calderdale Council. This was a major commissioned project to boost the Calderdale Upper Valley economy after the 2012 floods.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• Centre for Local Economic Strategies (CLES): UK think-tank and network promoting local economic development and progressive procurement. Comparable thematic focus on local economic resilience, but operates as a policy/research organization rather than a campaign/movement.
• The Big Issue: UK social enterprise newspaper that has recognized Totally Locally as a Changemaker. Comparable as a UK mission-driven social impact organization with brand recognition, but operates in publishing/social investment rather than retail advocacy.

Direct peers

• Locality: UK-wide membership network supporting community-led organizations including community enterprises and local economic initiatives. Highly comparable mission of community-led local economic development, with similar operating model of supporting grassroots groups with frameworks and resources.
• Small Business Saturday UK: UK-wide annual shop-local campaign that encourages consumers to support independent small businesses. Most directly comparable as a national shop-local advocacy campaign with similar mission and target audience (independent retailers and local economies).
• British Independent Retailers Association (BIRA): Trade association representing independent retailers in the UK. Comparable as both serve and advocate for the same independent high street business base, though BIRA is a traditional trade body while Totally Locally is a campaign/movement organization.

Emerging players

• Power to Change: Independent trust established to grow community businesses in England. Comparable as it supports community-owned enterprises and local economic resilience, though its focus is community business ownership rather than retail/high street revitalization specifically.
• Plunkett Foundation: UK charity supporting community-owned businesses, particularly rural shops and pubs. Comparable values and grassroots approach, with overlap on supporting independent local retail through community ownership models.

Broad incumbents

• Co-operatives UK: Trade association for the UK's co-operative sector. Comparable cooperative/community-first values and advocacy for alternative economic models, though focused on co-operative ownership rather than independent retail advocacy.
• Federation of Small Businesses (FSB): Largest UK membership organization for small businesses and self-employed. Comparable end beneficiary (small/independent businesses) but operates as a broad lobbying/policy body with a much larger membership base and broader scope.

Regional players

• Heart of the City: London-based business community charity helping small/independent businesses improve their impact. Comparable mission of supporting independent business communities, though geographically focused on London.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/1totallylocally
• Facebookfacebook.com/totallylocallypeople
• Instagraminstagram.com/totallylocally
• YouTubeyoutube.com/channel/UCj3-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TOTALLY LOCALLY