Posted by Tim Harmon on June 12, 2012
Three years ago, I wrote a report on a then-forthcoming SMB market phenomenon, characterized as the “SMB phoenix.” Gleaned from interviews with new (at the time) small business founders, our research indicated that these new businesses “rising from the ashes” of the 2008-09 recession were poised to mark a significant departure from the SMB market of yore. Headed by a new breed of entrepreneurs, these SMBs were characterized by their optimistic growth projections, their bigger investment in and broader utilization of technology, their marketing prowess, and their relative self-sufficiency. In many ways, they act more like an enterprise business than a classical SMB.
In addition to our extensive Forrsights data on customers’ technology adoption trends, issues, and opportunities, we are engaged on a regular basis by tech companies to research various aspects of the SMB market. One of these recent projects, commissioned by Symantec, involved a deep dive on the SMB phoenix market to determine if it had evolved according to our projections (N.B. Symantec refers to the SMB phoenix as “accidental entrepreneur”).
I expected the original SMB phoenix premises to be borne out, but not to the extent that the research concluded. The differences between SMB phoenixes and their predecessors are astounding! Faster growth? Almost four times as many phoenixes project that their employee headcount will double in the next two years. Technology? Phoenixes have a broader (by about 25%) software deployment footprint, which is characterized by much greater propensity to go cloud. Self-sufficiency? Phoenixes’ technology decision-informing skews heavily toward their founders’ prior enterprise experience, their employees’ input, and online resources; their predecessors’ toward VARs and traditional media like print and radio.
There’s a lot more, to be sure – including workforce makeup; differences in collaboration, mobile, security, and infrastructure technology adoption; and channel sourcing preferences – but I’ll leave it to you to get in touch with Symantec for more information (which you can get at: http://www.symantec.com/about/news/release/article.jsp?prid=20120613_01).
Search Forrester's Blogs
The Four Social Programs Every Marketer Must Study »
B2B Marketers Must Embrace Digital Business »