Business & Industry Solutions | Intelligent Horizons, Inc.

According to the United States Small Business Administration, 22.9 million small businesses in 2002:

provided approximately 75 percent of the net new jobs added to the economy.
represented 99.7 percent of all employers.
employed 50.1 percent of the private work force.
provided 40.9 percent of private sales in the country.
accounted for 39.1 percent of jobs in high technology sectors in 2001.
accounted for 52 percent of private sector output in 1999.
represented 97 percent of all U.S. exporters.

Why are Fortune 1000 businesses rediscovering small businesses as viable marketing targets? It’s because they’ve discovered better ways to segment the market, understand the market, and identify the characteristics that distinguish those owners and businesses that are more apt to increase revenues and profits.

Investment firms take the time to better understand the high-net segment, computer companies know that server grids are a better fit than mainframes, health insurance companies are redefining health plans that make sense for businesses with less than 200 employees, the travel industry has redefined the “business traveler”, merger and acquisition firms are focusing on small and mid cap companies, office supply stores change inventory mixes and utilize the internet in new ways, and banks have found a plethora of products, services and approaches that resonant with small business owners.

Qualitative research is key. The small business segment is diverse, largely untapped, and not well known. Big business relies on ethnographic studies, in-depth personal interviews, and newer “touch” relationship points, to better appreciate the nuances, opportunities and reasons why this segment has been neglected, and why the sector is so attractive.

Business and Industry Solutions