What Matters Most to Small Businesses

We see them driving around every day: delivery and service vehicles from nearby small businesses. More and more of these companies are employing digital tools to help them manage their fleets. As a result, there’s a dwindling need for dispatching offices to answer phones, track schedules, and handle customers’ questions. AT&T sensed an opportunity and asked us to help them build a new small business strategy.

We recommended an immersive investigation of how precisely these companies operate and what matters most to them. Through interviews and observations, we explored the world of food trucks, construction work, home alarm system installation, and residential real estate.  

What we found was illuminating, and frankly refreshing: small businesses typically have a family-like work culture and care more about keeping their employees happy than making incremental improvements in efficiency. This insight lead to the development of mobile tools that more closely reflected small business values.