Three Microbusiness Owner Profiles

One of the most recent eye-opening observations from our work at SmartStart is this: not all microbusiness owners look for assistance and interact with the local microbusiness ecosystem the same way.

As we engaged with hundreds of entrepreneurs through our dashboard, workshops, and our new Growth Challenge cohorts, three distinct profiles began to stand out.

Meet The MicroBusiness Owners

Once we looked deeper into these profiles, different characteristics, learning styles, and interaction methods started to emerge. Our goal is that as we better understand these profiles we, and the communities we serve, can connect with and serve entrepreneurs in more effective ways.

The Explorer

Our first microbusiness owner profile is the Explorer. They quietly enter the ecosystem through the SmartStart Dashboard and often remain solely connected to that platform. They prefer working independently and privately, taking in information at their own pace. Many are still deciding if business ownership is right for them, and they may not yet see themselves as "real" entrepreneurs.

Think of someone who’s been making homemade soaps on weekends or selling baked goods from their kitchen, but hasn’t told anyone they’re “starting a business.” They might be working on gaining the confidence to take the leap. They thrive on flexible, low-pressure learning environments that allow them to explore options on their own before engaging more deeply.

The Connector

The Connector shows up to all the in-person workshops or meet-ups. They’re often in the early stages of a business idea or have just launched something small, like a pop-up at the farmers market or a side-hustle. They might have just opened a brick-and-mortar storefront and need to know the next steps to growing that business.

These entrepreneurs are eager to learn and crave community and validation. They’re looking for reassurance that they’re not alone and want to hear stories from others who’ve been there. They arrive at workshops ready to absorb the information about the topic and from the connections made. The Connector thrives on interaction and encouragement, and they grow through dialogue and connection.

The Builder

Builders are business owners who are ready to grow. They apply for the Growth Challenge because they want structure, accountability, and the tools to scale. These entrepreneurs have moved beyond the idea phase. They’ve been selling, have customers, and are asking questions like “How do I increase my profit?” or “Should I hire someone?”

A Builder might be someone who is ready to grow their side hustle into a full time business, or someone who has been selling at vendor markets and is now ready to tackle other sales channels. They are hungry for mentorship, real-world tools, and measurable results.

Why It Matters

At SmartStart, we think of these three profiles as different on-ramps to the entrepreneurial journey. Each profile represents a unique entry point to the same supportive ecosystem. Some entrepreneurs begin quietly on their own. Others are ready to show up and learn in a group. And some are prepared to dig deep, set goals, and grow fast.

By recognizing and respecting these different on-ramps, we’re able to:

⭐Meet entrepreneurs where they are

⭐Offer the right resources at the right time

⭐Encourage movement from one phase to the next

The goal isn’t to push everyone into a specific program to begin. The goal is to offer a path forward, no matter where they start.

Do you see the explorers, connectors, and builders in your community? How are you trying to reach and serve them?