JEFFERSON — The country’s economic struggles have been tough on local business owners, including Doug Sims.

Sims owns and operates Direct Supply Co. Inc. in Jefferson, a wholesale supply store primarily for plumbers, electricians and builders.

He started the business 13 years ago in Suwanee, but has called Jefferson home for the past 12 years.

When the building market crumbled, Sims’ business also took a hit. He used to employ nine people, but now runs the business himself, along with one full-time and two part-time employees.

But instead of mourning his losses, Sims rallied with innovative ways to attract business.

"We started looking for things that people needed more so than people wanted," he said.

The store, located in downtown Jefferson across from the Crawford W. Long Museum, now serves as a FedEx and UPS mail drop-off point.

Sims said this is the only drop-off point in Jefferson. "It saves the community money (and also) lets people know where we’re at, so we’re benefitting from it," he said. "It’s what I call a win-win situation for everybody, which is the type of business we really like."

Sims has also started selling appliance parts for the same reason he implemented the mail drop-off service: no other place in Jefferson sells them.

Additionally, the company is revamping its plumbing and lighting showroom, which it started in 2003, to be a home design center.

Sims recently employed a decorator who will meet and help people choose how they want to decorate their homes.

"It’s basically going to be a one-stop shop for home décor," he said.

For other small businesses struggling to survive the recession, Sims said being innovative, controlling expenses and looking for good business are all keys to survival.

His own company is expanding its outreach by launching its own Web site, Facebook and Twitter accounts.

When the Web site does launch, Sims said it will feature a sub-referrals section for people to find local home improvement businesses, a move he hopes will help stimulate the local economy.

The company is also creating Facebook and Twitter accounts to reach younger people, as Sims said people now use Twitter to find businesses.

"We’re having to evolve, and it’s definitely different," he said of the technological upgrades.

Evolving has been a major key in Sims surviving the downturn, even if he didn’t like it at the time.

"This sounds really bad, but if you’re not bringing in enough money to pay the bills, you’ve got to get rid of some bills, whether that is some trucks you can’t afford (or) whether it is employees you can’t afford to pay," he said. "Whatever it may be, you’ve got to get rid of it."

However, the future outlook for small businesses is not bleak, according to Sims. He said they are and always will be the "backbone of the country."

"Just hang in there; it’s going to get better," he said.

Cost-cutting methods and technology upgrades can help stimulate a business, but Sims said the most important thing is to provide good business.

"Anybody can do business, but for it to be considered good business is where everybody wins," he said. "You’ve got to do folks the right way."