SOHO Market Overview 2008: How Similar are Small Businesses With Fewer Than 10 Employees and Home Based Businesses?

IDC
February 15, 2008
26 Pages - SKU: IDC1800448
License type:

Very small businesses and home-based businesses are similar in many ways, whether they operate inside or outside the home, and can be viewed as a single market instead of separate and unique segments when crafting advertising messages or distribution strategy. Both segments are interested in advanced technology that can help them grow their businesses. However, limited IT expertise in SOHO firms can pose a challenge to technology providers. There is unlikely to be a formal budgeting process, and in small offices the decision maker is typically the owner/manager, playing a similar role to the head of household in a home office. Vendors need to develop solutions that meet the unique challenges of this market and should craft advertising messages that stress simplicity and ease of use.