Defining Small Business
Posted on Sep 13, 2010 by Valerie Touchstone
Sometimes, when I hear a marketing guru give advice to “small business” it just doesn’t ring true. Why? Typically, because they are using a Wall Street definition of small business – as opposed to what most people view as a small business. Perhaps a company with 500 employees might fall into their definition of “small.” This is fine except for the fact there are many, many businesses that are the backbone of small town America – and even metro areas – with far fewer employees. Try 100 or 50 or 15 or even fewer, employees.
I suppose this is where the term micro-business comes into play, though as someone who runs a micro-business and consults to them, I can tell you there is nothing micro about the level of seriousness, the importance or the stakes. All the more reason for marketing plans, budgeting, tool selection and message delivery systems such as websites, media placement, ad campaign development, social media strategy and more, to be calibrated, developed and executed with the needs of the micro-business in mind.
While some ideas are great on large scale, the same idea may or may not work when human resources, budget, overall goals and target audience are taken into consideration. Better, in our opinion, to really think through the goals, message and strategy – and then recommend a strategy that can be executed professionally and consistently. Always better to do a few things well….and build upon a firm foundation.
Here’s to the micro-business!
Tagged: small business, marketing, ads, ad campaigns, website, web site, social media, internet
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