Big needs for small business
Do traditionally frugal small businesses represent a viable IT market for Intel? We conducted on-site ethnographic research at 20 small businesses in Chicago and Portland in order to answer that question. Travel agencies, health clubs, non-profit agencies, real estate offices, and a kitchen counter manufacturer were among the businesses we studied. Owners and employees were interviewed and observed during regular business hours. We discovered there were significant opportunities for IT spending but only when it was directly connected to the goal of acquiring and keeping customers. Specific IT needs were identified and compelling communication messages were created to address the highly customer-centered priorities of small businesses. |
