According to the 2004 US Census Bureau there are 7.4 million small business owners in America. Only 2 million have over 10 employees. The remaining 5.4 million are under 10 employees.
Small businesses are notoriously difficult to reach. They represent enourmous buying power in masses but it is not economical to try and reach each one individually. Companies need to be innovative in how they reach the small business market.
Word of mouth is one way entrepreneurs make business decisions. As Dirk Morris, founder of Untangle, a startup software company, points out:
This blog will outline strategies companies can take to effectively target small business owners.
I hope you enjoy and happy selling!
Small businesses are notoriously difficult to reach. They represent enourmous buying power in masses but it is not economical to try and reach each one individually. Companies need to be innovative in how they reach the small business market.
Word of mouth is one way entrepreneurs make business decisions. As Dirk Morris, founder of Untangle, a startup software company, points out:
Its known that peer word-of-mouth is big influencer on information technology buying decisions in small companies. Making our software free for a significant portion of our target market essentially seeds our word-of-mouth campaign. If we delight the owner and techies in the tiny organizations, they may recommend us to their friends with slightly larger organizations. The techie may decide to use our software in many organizations he helps out. We believe the most effective way to reach the market is by creating a buzz among our target market.
This blog will outline strategies companies can take to effectively target small business owners.
I hope you enjoy and happy selling!
Labels: Dirk Morris, hard to reach, small business, Untangle
