{"id":1965,"date":"2015-09-15T12:49:29","date_gmt":"2015-09-15T17:49:29","guid":{"rendered":"http:\/\/flevy.com\/blog\/?p=1965"},"modified":"2015-09-08T13:35:26","modified_gmt":"2015-09-08T18:35:26","slug":"the-21st-century-small-business","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/the-21st-century-small-business\/","title":{"rendered":"The 21st Century Small Business"},"content":{"rendered":"

\"fwdview\"Here at Forward View, we spend a lot of time asking ourselves, \u201cWhat\u2019s next?\u201d and \u201cHow can small businesses succeed in the coming months and years?\u201d We use these thought exercises to develop The Forward View<\/em>, and these insights impact all of our consulting projects and research reports. Our efforts to peer into the crystal ball aren\u2019t used to answer philosophical questions. Instead, our goal is to help clients prepare for the future of business by identifying opportunities to embrace and risks to avoid. Based on Forward View analyses and experiences, I\u2019d like to share some of our key ideas and themes for 21st<\/sup> century small business.<\/p>\n

Fresh Business Models<\/strong><\/h2>\n

Looking ahead, we believe the demand for specialized products and services will continue to grow rapidly. Why? Pick up your smartphone for a minute (we know it\u2019s rarely out of reach) and consider all the icons on your home screen. If you\u2019re like 90% of people I know, you have several apps on your phone and still more on a tablet or computer.[1]<\/sup> Almost all of these apps have one thing in common: They offer only a few features, but they perform certain tasks exceedingly well. Long gone are the days when a few programs performed most of the available functions on a device (think of the declining importance of Windows Office for consumers). Now, we download a new app for almost everything we want to do!<\/p>\n

Business is moving in the the same direction. While large corporations are increasingly splitting themselves apart (such as HP) or decentralizing their structures (see Alphabet), smaller companies will remain the nimblest. (Alphabet, by the way, is essentially Google plus a startup lab!)<\/p>\n

\"alphabet\"<\/p>\n

Local businesses can seize opportunities in geographic areas left untouched by big firms. For example, I live in a region dominated by mining. A small business catering to the unique needs of coal truck drivers could be very successful here, and the competition from large corporations would be nil.<\/p>\n

Thanks to technology, though, small businesses can tap into niche markets across the country\u2026 or the world. Let\u2019s say that you\u2019ve identified an unmet need for gluten-free Southern desserts. You\u2019re a great Southern cook who understands gluten sensitivity and Celiac Disease, but your small city can\u2019t support a gluten-free bakery. Well, instead of giving up on your idea, you start a website to sell your delicious treats nationwide. In addition, you create an app folks can buy to enjoy exclusive access to gluten-free recipes and videos of your cooking. That\u2019s a business model for the internet and social media age! Devoted customers will pay enough to support the high margins necessary for niche companies. (A small firm will almost never win on price.)<\/p>\n

Forward View believes that service providers will be the greatest beneficiaries from the trend toward app-like business models. In August, the U.S. service industry grew for the 67th consecutive month, according to an ISM report.[2]<\/sup><\/p>\n

\"fred\"<\/p>\n

Expertise in very specific areas is increasingly prized over generalized knowledge of a larger field. Whether you\u2019re a guru for pregnant yoga students or know everything about financial planning for the disabled, there are opportunities to profit from specialized skills, particularly in urban areas. We think it\u2019s best to focus on your core competencies instead of trying to be a one-stop shop. If your small business website needs eighteen tabs and forty pages just to present your services, you\u2019re offering too much! Drill down to what you do best and execute at a consistently high level.<\/p>\n

Funding for the New Millennium<\/strong><\/h2>\n

As an adjunct economics and finance professor for Southern New Hampshire University, I\u2019m absolutely fascinated by the democratization of small and medium business (SMB) funding. Banks are no longer the sole source for startup or growth capital. Instead, peer-to-peer lending and crowdsourced financing are developing into key ways to fund entrepreneurial ventures. Legislation and regulation have happily expanded the ranks of potential investors. Title III of the JOBS Act is currently awaiting final SEC implementation, but when the regulations are published, small businesses will have easier access to crowdfunded capital. Until recently, only \u201caccredited investors\u201d (a.k.a. the wealthy) could invest in many of the available crowdfunding programs, but that is changing. Per Peter Clough of Early Investing:<\/p>\n

For the smaller investor who does not meet the requirements to be an accredited investor, this is the first widely available opportunity to \u2018get in early\u2019 on newly minted companies. In the past, many new ventures have been funded with personal savings and initial investments from \u2018friends and family\u2019; in the simplest of analogies, what Title III enables is the chance for almost everyone to be a part of that friends and family circle.\u00a0[3]<\/sup><\/em><\/p><\/blockquote>\n

\"Almost
Almost time for Title III<\/figcaption><\/figure>\n

More than ever before, there are options open to regular Americans who want to bypass traditional financial intermediaries and raise or invest capital. EquityNet, Seed Invest and Early Shares are just a few of the SMB crowdfunding platforms currently in existence. These new channels of funding are exceedingly valuable for savers as traditional savings accounts and CDs offer interest rates below the level of inflation. Investors seeking greater returns on their money outside of the stock market now have fresh opportunities to consider.<\/p>\n

Small businesses can take their pitches directly to the public, thus giving them access to funds even if banks laugh at their loan applications. Competition among potential creditors or investors undoubtedly benefits entrepreneurs and lowers the cost of capital. We predict that more and more firms will bypass the typical funding channels for at least part of their capital needs. The economy grows when SMBs have enhanced access to money and those with extra dollars can funnel it into productive activities, so crowdfunding is poised to become a great strength of the modern economy.<\/p>\n

Modern Technology & Marketing<\/strong><\/h2>\n

Technology is an essential ingredient in any recipe for business success in the new millennium. The good thing is that acquiring exceptional technologies need not be prohibitively expensive. Cloud-based computing and never-ending advances in microprocessor manufacturing combine to steadily lower the cost of software and hardware. Today, tiny companies are enjoying technologies unavailable to massive corporations just a decade ago, and this trend is far from slowing down. So, what technologies do modern small businesses need to succeed? I\u2019m glad you asked! Here\u2019s a list:<\/p>\n