October 15, 2009 (updated November 20, 2009)

Targeting Small Business Tech Buyers: The Power Of Owner Personalities

Factoring For Small Business Market Heterogeneity

by Tim Harmon

with Peter Burris, Zachary Reiss-Davis

Executive Summary (This is a document excerpt)

The siren call of the small business (SB) market's sheer size, along with its propensity to lead technology investment in an economic recovery and its increasingly advanced technology adoption patterns, is a compelling target. But the small business market remains an enigma to many technology vendors: it is difficult to understand and difficult to reach. In the small business segment, company strategy usually is impossible to separate from owner aspirations, a fact usually ignored in most segmentation models. Forrester is introducing a small business owner personality segmentation model that tech marketers can now use to crack the small business market.

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