Gen X are the proud, independent latchkey kids who came of age in a mosh pit. But retirement is hitting the MTV generation hard. Based on our Gen X case study, nearly half of people born between 1965 and 1980 are unsure if they’ll be able to retire by 65, compared to optimistic Baby Boomers. Yet, when their backs are up against the wall, these “slackers” are tapping into their adaptability, passion, and purpose to redefine retirement on their own terms. 

Why is Gen X falling behind on retirement?

Many workers in previous generations had employer-funded pensions, which provided guaranteed, predictable income after retirement. Now, pensions have largely gone the way of the Commodore 64. Xers were the first cohort of American workers who’ve had to rely on defined contribution plans like 401Ks, which put the responsibility of saving and investing on the individual. Many were not educated about saving for retirement when they started work, so they may not have begun contributing until late in the game.

Some Gen Xers haven’t been able to amass wealth or save for retirement like their parents did due to major economic downturns during critical periods of their lives. They may have gotten laid off in the dot-com bust in the early 2000s. They may have lost jobs or homes or had investments wiped out in the Great Recession of 2008. Then came COVID and inflation.

On top of that, Gen X is a so-called sandwich generation. Many became parents later in life, so they’re simultaneously raising children and caring for aging parents without much financial wiggle room. In fact, they may have recently paid off their own college loans — just in time to pay for their children’s higher education.

As a result of these challenges, Gen X is approaching retirement with a proactive, entrepreneurial mindset. Not only because they have to. They want to! 

Gen X Retirement Hack: Small Business Ownership

Cynical, self-reliant Gen X workers are profoundly entrepreneurial, valuing independence above all. While their retirement gap is daunting, they’re willing to bet on themselves, determined to make their own way by pursuing their passions and interests. Of those we surveyed, 45% of Gen X participants view business ownership as a stable path to financial independence during retirement. Nearly 40% are likely to start or have already started a business — not just as a way to fund their retirement, but as a means to redefine it.

Rejecting Ageism and Pioneering DIY “Retirement”

You know those parents who bought themselves razor scooters to ride to school with their kids? They’re not counting down to days spent on the golf course. They might still be skateboarding! Gen X is ignoring limiting beliefs about aging and monetizing their passions.

“For many Gen Xers, retirement is no longer about stepping away from work — it’s about stepping into something new,” said Ross Buhrdorf, CEO and co-founder of ZenBusiness. “As ‘Encore Entrepreneurs,’ they’re using business ownership to pursue their passions and create long-term financial security on their own terms, redefining what retirement can look like in today’s world.”

Many are adding side hustles to full-time employment, taking chances that challenge them and provide flexibility as well as fulfillment. ZenBusiness employee Mica Graves benefited so much from participating in fitness during the pandemic that he invested his own money and partnered with others to open three franchise gyms. “I don’t have a fixed date for retirement,” he says. “I absolutely think I’ll be doing something else, whether it be investment properties or another type of franchise.” As a result of pursuing his passion, he’s not only growing a business but is deeply embedded in a supportive community. Mica says: “I love my full-time job. But the gyms have given me flexibility and made me engage outside of my comfort zone. If I didn’t do this, I would have always wondered.“

Adaptable and Practical: Embracing AI for Small Business

Shout out to those who remember the now-laughable lag times of dial-up internet, made friends on message boards, or took a hypertext class in college! Since Gen X came of age with the early days of at-home computing and participated in creating the internet, they’re equally as comfortable with emerging technologies and IRL relationship building — a huge boon for business ownership. They’re not afraid to pick up the phone or jump in and code. They’re comfortable with the uncharted territory of new technology and all its glitches, workarounds, and fixes. This flexibility is a huge asset in starting businesses. 

Because of their experiences, a relatively high percentage of Gen Xers are excited about the possibilities of AI, picking it up as a tool like any other in their DIY toolkit. 

Thirty percent of our survey respondents believe that AI can streamline business operations, making it easier to manage a company while still enjoying flexible time during their newfangled retirement.

Though retirement looms, Gen X won’t slow down anytime soon

This generation was originally given the moniker “X”  because they refused to be defined by societal pressures. Coming of age in a time of rapidly shifting societal, economic, and technological changes has equipped them with a high tolerance for the unknown — which they’ll need! The fact is, many will not be able to stop working with enough money in the bank to sustain them. In accepting this, they’re creating opportunities to live in alignment with their passions and values. They are changing the narrative for themselves with the same grit and innovation they’ve relied on for decades.

For Gen X, retirement isn’t an end; it’s just another transition. The path is one they’ll forge on their own.

Being your own boss is more than a way to make a living — it’s about creating something of your own with passion and purpose and figuring it out along the way. We know that what makes a business special is the person behind it. In honor of National Small Business Week, we asked our ZenBusiness entrepreneurs what they love most about running their own businesses. Here’s what they had to say about being a boss.

Connecting with People Through Business

“My favorite thing in the universe is to connect with people. I love people. I have no shortage of people that I want to keep meeting and keep getting to know. When I thought about going out on my own, I thought, ‘I’m going to have the opportunity to meet so many more people and have so many more experiences than just a full-time job where, you know, sometimes by the third or fourth year, you’re like, oh, this is the same project we’ve been doing over and over again.​”  –Kerry Hoffman, project manager, So Very Kerry

Having Pride in Ownership

“What do I like about being a small business owner? There’s really nothing like the sense of ownership and pride that comes with running your own business. It’s empowering to know that success rests in your hands and that hard work truly pays off. It’s knowing that the level of effort I put into the business every single day will determine the outcome. And honestly, even if I’m not successful, it’s still rewarding to know that I gave it everything I had.” ​–Mica Graves, ZenBusiness employee and co-owner of Franklin Berry Farms F45 Gym

Freedom and Flexibility in Small Business

“One thing I love about being a small business owner is freedom. And freedom means a lot of different things for different people — the freedom to set my own hours, the freedom to be my own boss. But for me, it’s the freedom to bring things to market quickly, test them out, and get that validation of whether something is going to work. I don’t have to go through a long approval process. I can create, launch, and learn in real-time.” ​–Sinclair Ceasar, mental health consultant, Sinclairity Consulting 

Creating a Career on Your Own Terms

“I like being an entrepreneur because I like being able to help in the way that I want to help, and being able to set my own role. I don’t know too many people who do what I do, and I like that I get to make it up. I get to decide how I want to support people, and I can fill their needs in a very flexible way. My sessions are 90 minutes long — when do I ever get 90 minutes to spend with a patient in the hospital? Never. So I love that I get to make the rules, and I also get to set my own schedule.”​ –Abby Keller, holistic health and life coach, Abby Keller Coaching

Making Your Own Rules in Small Business

“It’s important for me to allow people to feel special when they sit in my chair. It’s important for me that when my guests come to visit me, they understand that they’re getting quality service, that they’re working with someone who is trained and certified. It goes a long way for people to trust you and to trust your brand and your business. But beyond that, what I love most is that this business is mine. I get to make my own rules, I get to be creative, and I get to build something that will last — for me and for my family.” ​–Amber Bradley Williams, owner of HOOKK’D Permanent Jewelry

Turn Your Passion Into a Rewarding Business

“I love being a small business owner because I get to combine my passions — music and animals — into something that gives back. This has been a passion of mine for a very long time. I’ve traveled all over the country, selling merchandise and being around the things I love, and now I get to build a business around that. It’s hard work, but it’s also rewarding knowing that I’m creating something meaningful, something that supports rescue animals and celebrates the music culture I’ve been a part of for years.”​ –Nathan Gieber, owner of Furever Grateful 

Head to our social media to tell us what you love about being a small business owner! Find ZenBusiness on Instagram, BlueSky, X, and Facebook.

As a small business owner, your personal brand is essential to building customer trust, loyalty, and connection. Representing yourself professionally humanizes your business and showcases your unique expertise. These five essential tips can help you create a strong, meaningful presence and set you up for success.

1. Stand out with your own story

Your personal story is the heart of your brand. Customers connect with real-life experiences, and sharing yours helps build credibility and create emotional connections with your audience. Why did you start your business? What inspired your journey? Highlighting these moments sets you apart from the competition and creates a narrative that customers will relate to and remember. Build a consistent story that reflects who you are, what you stand for, and the unique value you bring to your customers.

If self-promotion feels uncomfortable, shift the focus to sharing value, expertise, and the lessons you’ve learned – such as through explainer video production. By doing so, you’ll connect with your audience in a way that feels genuine.

How to Start Building Your Brand

• Reflect on why you started your business. What problem are you solving? What motivates you?
• Identify key moments in your journey, such as challenges you overcame or milestones you achieved.

Example: A baker might share how they grew up creating cakes with a grandparent and how they turned that passion into a thriving business. 

Pro Tip: Write down your story and identify boundaries. You can share what feels comfortable while keeping certain aspects private.

2. Align your look with your brand

Your appearance and visuals should be a natural extension of the story you’re telling and the experience you want customers to have. When what people see matches what you say, you build trust and loyalty. Think of it this way: if your brand is about casual comfort, showing up in a formal suit might confuse customers. On the flip side, if you’re positioning yourself as a luxury or premium brand, your visuals should convey polish and sophistication.

But don’t worry — you don’t need to break the bank! Investing in a ring light, a tripod, or even a couple of hours of professional photography can elevate your visuals without breaking your budget. Whether it’s updating your profile photo, refreshing your website images, or creating a consistent look and feel for social media posts, small efforts can pack a big punch.

What to Do

• Invest in professional-looking photos. Good lighting, your smartphone, and basic editing tools can go a long way.
• Dress and present yourself in a way that aligns with your brand. A luxury brand owner should lean toward polished, sophisticated looks, while a casual brand would benefit from a laid-back style.

Example: A yoga instructor might use soft, natural lighting to reflect a peaceful and approachable brand. These small details can make a big difference in how your audience perceives you.

Pro Tip: Refresh your visuals regularly to stay current. New photos can reinvigorate your online presence and make you look active and engaged.

3. Write a strong mission statement

Your mission is the soul of your business — it’s the “why” that drives everything you do and the “what” that gives your work meaning. The mission guides your decisions and helps you stay aligned with your business goals. It also communicates your purpose to your audience, showing them what you stand for and why you’re uniquely positioned to solve their needs. Your mission is key in helping people to trust your brand and feel confident in choosing you over the competition.

Take the time to define your mission with intention. You’ll create a foundation that supports the operations and growth of your business and the relationships you build with customers over time.

How to Craft Your Mission

• Start with answering this question: Why does your business exist?
• Consider your audience. What do you aim to provide or solve for them?
• Keep it concise and clear.

Example: If you’re a freelance graphic designer, your mission might be: To empower small businesses with affordable, high-quality design that makes their brands stand out.

Pro Tip: Check out the mission statements of brands you love and learn by example.

4. Build a professional bio

Your bio is more than a summary of your work — it’s an opportunity to share your story, highlight your expertise, and showcase your unique approach. It’s often the first impression people get about you and your business, so it’s worth crafting thoughtfully. Don’t stress about perfection! Your bio is a living document that should evolve as your business grows and you reach new milestones. Use it to connect your personal story to your professional brand, showing not just what you do but why you do it and how you make a difference. Tailor your bio to fit the platform and audience — emphasize achievements and expertise on LinkedIn while keeping it short and engaging for social media. A well-crafted bio builds credibility and gives others insight into your journey, values, and the skills you bring to the table.

What to Include in Your Bio

• Your Background: Share your professional experience and how it relates to your business.
• Your Achievements: Highlight notable accomplishments.
• Your Values: Showcase what drives you and what you stand for. 
• Personal Details: Mention a hobby, passion, or fun fact that aligns with your brand.

Example:
“Hi, I’m Taylor, a small business consultant with over 10 years of experience helping entrepreneurs launch and grow their businesses. I’m passionate about turning dreams into actionable plans and believe every idea deserves a chance to shine. When I’m not at work, I enjoy local coffee shops, networking events, and coaching youth soccer.”

Pro Tip: Use “we” instead of “I” if you collaborate with others or outsource tasks, even if you’re a solopreneur. This subtle shift can make your business feel more established and inclusive.

5. Engage professionally on personal social media

Your personal social media accounts reflect your business reputation. By treating your personal social media as an extension of your brand, you can connect with your community on a deeper level while building credibility. If you don’t have a separate account for the business and are using the personal account only, be especially mindful of what you share. Start by ensuring all of your profiles reflect your business values and goals. Include your bio with a link to your business on your profile. Balance personal and professional updates by sharing content that aligns with your brand, like stories about your business journey, industry tips, or real-life lessons learned. Be mindful of what you share; avoid polarizing topics or overly personal content that could detract from your business image. Engage thoughtfully with comments and messages.

How to Engage Professionally on Social Media

Do:

• Share posts that reflect your business values and expertise while allowing your voice and personality to shine. 
• Use professional-quality images and videos.

Don’t:

• Overshare personal details unrelated to your business.
• Engage in polarizing topics like politics unless they align with your brand’s mission.

Pro Tip: Be consistent. Posting regularly, even if it’s just once a week, keeps your audience engaged and shows that you’re active and invested.

Summary

Cultivating a personal brand isn’t just about promoting yourself. It helps you build your brand and connect with your community of customers, vendors, and partners. Whether you’re refining your personal brand or starting fresh, these tips will inspire you to supercharge your business brand by marketing your most valuable asset — you!

The best, and least expensive, time to give your business direction is before you start it. The next best time is right now. These tips and resources are just what you need to get started in planning your own business.

Joe’s company runs specials in the local newspaper because that’s what his competition does. He pulls these ads when he’s sick of them (even though his prospects won’t notice the ads the first nine times they see them).

Joe then hires a PR firm to create a unique image for his company, but he doesn’t renew the contract with the PR firm because the campaign didn’t bring in enough new clients (even though that wasn’t the goal).

Do you know someone like Joe? He’s a fairly typical small business owner — he doesn’t have a clear direction for the marketing and growth of his company, and he lacks the focus to maintain that direction over the life of the business.

The best, and least expensive, time to give your business direction is before you start it. The next-best time is right now. The tips and resources below should help you take the next steps if you have an idea for starting up your own business, consulting firm, or private practice of any kind. If you’re already on your own, it’s not too late.

1. The Idea Phase

A common myth among would-be entrepreneurs is that they need a “brilliant” idea. Actually, most successful businesses are those that are focused on what I call a “good enough” idea, to borrow from D.W. Winnicott.

What’s your idea? Flesh it out a little. Find out who else is doing what you’re planning, and think about how you could improve on that. Don’t reinvent the wheel — tweak it.

Pay attention to whether your idea gets more interesting to you the more you spell it out and talk to people in your prospective field. Hopefully, you’ll find that your initial idea was really a starting point, not an ending point. The ideas that emerge as you gain expertise and momentum on your path, and which you couldn’t have thought of at the beginning, are the best ones.

Make sure your new business will allow you time for family and to maintain your health and well-being. It’s a lot harder to fit in the important aspects of life once your days are packed with business-related appointments and concerns.

2. Put together an advisory team

We all need mentors, advisors, consultants, or coaches of various kinds. If you consult with a lawyer, an accountant, and a business coach/consultant while you’re in the planning stages, you’ll prevent expensive, frustrating mistakes later on. These professionals can help you put real numbers in your business plan (as opposed to the hopeful projections I usually see). They’ll introduce you to people who can help you get your business off the ground, and they’ll allow you to learn from other people’s mistakes.

Depending on your plans, there might be other professionals you need to include on your initial advisory team.

3. Do your market research

After the thrill of feeling like a pioneer wears off, you’ll be glad to know that others have hacked away the dense brush to clear a path for you. Some great sources of market research information are:

• Local experts – People who love what they do enjoy talking about it with like-minded people.
• Trade associations – There’s a huge book your reference librarian can show you that lists more trade/professional associations than you can imagine.
• Government reports – We all hear about ridiculous government studies that waste our tax dollars. But they occasionally study valuable issues. You’ve probably funded a study that can help you understand your target market better and present a stronger case for your business.
• Your competition – I’ve had great success talking with supposed competitors, both in my community as well as those across the country. In some fields it’s appropriate to collaborate only with those competitors who don’t directly compete for your business. This is easy to do by email.
• Surveys – You can get incredibly valuable information from prospective customers. If you don’t know who they are, you need to go back and flesh out your idea some more.
• Focus Groups – See our tips for running a focus group.

4. Define your target market

Review your market analysis and identify your target market. You’ll get to know this portion of the population very well, if you haven’t already. I recommend that clients write a description of an example (or three) of their target population as if they were beginning a novel and had to introduce the reader to an important character. What do they do? How old are they? What concerns keep them up at night? What do they value most? How do they approach shopping for products/services? Do they have young children? Elderly parents? Do they pinch pennies for themselves but are extravagant spenders on their children and/or pets? You get the idea.

This is an ongoing relationship, and you’ll continue to become an expert on your target market. However, if you don’t genuinely care about them and want to meet their needs, even anticipate them, you won’t be effective in the long term.

Whatever you do, do NOT pick a market that forces you to compete on price.

5. Basic Pricing Issues

Your market research will come in handy here. Generally, newcomers to a marketplace should start in the middle of the accepted pricing structure. Occasionally, new businesses are positioned at the high end of a niche market. Most get there by developing a reputation over many years.

Remember that repeat business is much easier and more profitable to attract than new business. How can you incorporate that basic truism into your marketing plan, customer service policies, and other interactions with existing customers?

Almost as good as repeat business are enthusiastic referrals from happy customers. What can you do to encourage and deserve that kind of referral?

And it’s worth saying twice…don’t ever compete on price!

6. Planning for Future Success

Schedule time in your workday to meet with advisors, staff, clients, and prospects. And schedule time off by yourself to focus on the big picture. If you have employees, you might meet for half an hour every week with them. You might take your advisors out to dinner every three to six months. You should talk to clients whenever you run into them — the same with prospects. If you don’t run into them, invite some of them for coffee every month.

Take time off by yourself quarterly to reflect on whether you are doing something you believe in and enjoy. If your business has gotten away from you and you’re playing catch-up most of the time, don’t feel too bad. That’s a very common entrepreneurial problem, but if you don’t address it, you’ll end up like too many of my clients — burned out and feeling trapped.

Other things to keep in mind when you’re planning:

• Keep redefining and getting to know your target market
• Consider how to most effectively reach and influence your target market
• Check to see if you’re sending a clear message to your target market and if it’s delivered consistently, no matter the medium. Your radio ads for the holiday season should give the same message to your core audience as your print ads last July. The content will vary, but you can’t claim that your restaurant offers gourmet cuisine in a romantic setting one month and then claim to be the cheap, fun hangout for parents with toddlers the next.

Track new referral sources, repeat business, how much clients spend per visit/order, how you got the business you enjoy doing most, and anything else you can quantify. That’s the only way to make intelligent decisions until you’re established and have an intuitive grasp of these figures. Even then, tracking results can help you get more useful feedback from your advisory team, staff members, and others involved in your business decisions.

If planning takes away your enthusiasm for your new business, and you want to ride the wave of adrenaline and avoid putting your plans on paper, you’re not ready. At least not if you need to make a living from it.

Investigating and creating a solid foundation for your business should make you feel MORE enthusiastic and stir up new and better ideas. If your business is going to last, you’ll need to be both passionate AND persistent. It’s similar to getting pre-marital counseling. You shouldn’t avoid pre-marital counseling because you’re afraid you’ll discover unresolvable problems in the relationship. If the marriage is going to last, you’ll find that the more you know about each other, the better you feel about the prospect of spending your life with him or her.

A business is definitely a long-term commitment, and you’ll probably spend more time working than you do with your family or on hobbies. So make sure you know what you’re getting into before you take the leap.

Next Up: Check out our “How to Start a Business in the USA for Non-Citizens” post.

We’ve dedicated this article to the benefits of AI and machine learning (ML) for business. All of them boil down to one thing: making better decisions.

Often, these decisions are related to product or customer-facing problems, such as reducing churn, launching new product lines, or improving marketing strategies. Other times, bringing ML and AI into the organization can improve efficiency by replacing human-intensive and repetitive tasks.

If you’re already convinced that ML and AI are more than just buzzwords, you may wonder how you can launch a successful artificial intelligence and machine learning project in your company. It’s not an easy task, but we’ve put together a few steps to help you reduce the risk of wasted resources and generate more value for your business.

Step 1: Map out your main challenges

This step is the cornerstone for developing a machine learning strategy for your business. It determines how you approach every following step — from the types of data you collect to the metrics you measure.

You need to know what your pain points are before you try to fix them. Many small businesses have a long list of problems they’d love to solve with AI, but trying to fix everything at once isn’t realistic. Start small — with a simplified version of the most pressing issue — and expand later.

If your business challenge seems too big, break it down into manageable parts. This approach will help you analyze different aspects of the problem and find areas where machine learning can help.

You can also look at what other companies in your industry are doing with ML. While you don’t want to copy their strategies, this research can provide inspiration.

Step 2: Understand the possibilities of machine learning

Once you’ve chosen a problem to solve, take time to understand the scope of AI and ML. It’s crucial to know what modern machine learning tools can actually do — especially in 2025, with so many new developments in generative AI, predictive analytics, and real-time decision-making.

This understanding is especially important for business leaders and managers who will be working alongside data science teams. Even a basic understanding of supervised learning, natural language processing (NLP), computer vision, and neural networks can go a long way in aligning business goals with technical solutions.

There are many excellent resources available, including introductory courses on Coursera, edX, or Udemy, as well as free guides from OpenAI and Hugging Face.

Step 3: Collect data (or use what you have)

The third step is to collect high-quality data. The type and amount of data you need will depend on your use case and the algorithm you plan to implement.

Data is the raw material for your ML model. If your data is poor or incomplete, the model will underperform, no matter how good the algorithm is.

Be thoughtful about the data you gather. Include control factors and noise to improve the robustness of your model. Don’t assume real-time data is always better — use what best reflects the problem you’re solving.

For example, if you’re trying to predict customer churn, your client’s purchasing history might be more useful than their geographic location.

Also, don’t overlook the data you already have. Your business likely generates a significant amount of useful data through point-of-sale systems, CRM software, website analytics, or customer support tickets.

Step 4: Explore and evaluate your data

Before jumping into data preparation, start with exploratory data analysis (EDA). This step helps you identify outliers, trends, missing values, and other inconsistencies.

The purpose is to spot potential biases or patterns that could skew your results. For instance, if you’re building an algorithm for equitable hiring, your dataset needs to represent a balanced view of all candidates. Otherwise, your model could perpetuate or amplify existing biases.

Things to evaluate during data exploration include:

• Outliers
• Similar variance among variables
• Normal distribution (bell curve)
• Missing or inconsistent data
• Correlations and dependencies between variables
• Dataset independence

Use data visualization tools like Tableau, Power BI, or Python libraries such as Matplotlib and Seaborn to identify trends. This stage is also a good time to start thinking about which model might suit your data structure.

Step 5: Prepare and refine your data

Data preparation is one of the most time-consuming parts of any ML project — and one of the most important. Studies estimate it can take up to 70–80% of the total project time.

Your goal here is to clean and standardize your data. Tasks may include:

• Removing or correcting errors
• Dealing with missing values
• Labeling your data for supervised learning
• Normalizing or scaling values
• Segmenting datasets
• Reducing imbalance in class data (especially for classification tasks)

Feature extraction may also come into play. This involves reducing the complexity of your data without losing key information. For instance, you might combine several variables into a single feature that captures the same meaning with less computation.

This step sets the foundation for your model to succeed.

Step 6: Train your model

Now it’s time to choose your model and train it. You may use regression models, decision trees, neural networks, or transformers, depending on the complexity and type of your data.

Start by splitting your dataset into training and validation subsets. The model uses the training data to “learn” patterns and relationships and then tests that learning against new data.

You likely won’t get it right the first time — and that’s okay. Iteration is part of the process. Run different models, compare results, and fine-tune your hyperparameters.

Key performance metrics may include:

• Accuracy (especially for classification tasks)
• Precision and recall
• F1 score
• Mean squared error (for regression tasks)
• ROC-AUC (for binary classification)

You can also consider using AutoML tools like Google Vertex AI, Amazon SageMaker, or Microsoft Azure ML Studio to automate parts of this process.

Step 7: Evaluate and improve

Once you’ve trained and tested your model, take a step back and evaluate the end-to-end process.

Was the model useful? Did it solve the problem you set out to fix? If not, don’t be afraid to go back to earlier steps — maybe you need better data, a different model, or a different approach entirely.

Remember, the goal isn’t to build the perfect algorithm — it’s to solve a business problem efficiently and effectively.

Start small and run A/B tests or pilot implementations before scaling to your entire business. Keep monitoring your model’s performance in the real world and retrain it periodically with fresh data.

Other Machine Learning Ideas for Small Businesses

ML and AI don’t stop at your product or service — they can also optimize internal operations. Start by identifying manual, repeatable processes where automation can help.

For example:

• Automate invoice processing or data entry
• Use natural language processing (NLP) for customer sentiment analysis
• Apply ML to optimize supply chain operations
• Use AI-powered tools to write and test marketing copy

AI and ML are evolving fast. You don’t need to be an expert — just be curious, experiment responsibly, and focus on solving problems that matter to your business.

Whether you’re predicting customer churn, personalizing marketing emails, or forecasting demand, machine learning offers enormous potential to drive growth and efficiency.

Start small, learn as you go, and scale what works.

Progress has significantly accelerated in the last few years. When we look back at the ’90s, we can’t help but be amazed at how far we’ve come in a few decades. But the pace is no longer steady — it’s exponential. Artificial Intelligence (AI) is no longer a prospect for the distant future — it’s already here and reshaping how we live and do business every day.

AI is improving every aspect of how we operate modern businesses, from marketing and advertising to cybersecurity, hiring, and mobile app development. With breakthroughs in generative AI, predictive analytics, and automation, the technology is offering opportunities for businesses of all sizes to streamline operations and scale smarter. Let’s take a closer look.

Marketing and Advertising

Any marketing specialist is well aware of the impact that AI has had on the industry. Artificial intelligence algorithms can identify prior search behavior and tailor advertising strategies for particular users based on their online habits. This allows businesses to save money on campaigns, avoiding the traditional “spray and pray” method and instead adopting precision-targeted marketing.

Platforms like Google Ads (formerly AdWords) and Meta’s advertising tools now rely heavily on AI-driven bidding, budgeting, and placement strategies. More recently, AI content generators and marketing assistants have also become popular, helping businesses craft ad copy, generate images, and even personalize campaigns in real time.

AI in Service and Support

Chatbots have become a cornerstone of customer service across countless industries. Consumers also increasingly rely on virtual assistants like Alexa, Siri, and Google Assistant to complete everyday tasks and ask questions.

Many businesses now use advanced conversational AI powered by large language models (LLMs) like ChatGPT to improve support experiences. AI-based systems can resolve customer questions instantly, reducing wait times and easing pressure on support teams.

What’s more, AI tools can now analyze conversations and feedback at scale to identify trends and pain points. This allows businesses to continuously improve their customer support approach.

Marie Fincher, a digital content director at Trust My Paper, suggested that: “Artificial Intelligence allows businesses to personalize emails with offers that are relevant to each customer in particular, thus drastically increasing conversion and engagement.”

Stronger Cybersecurity

AI continues to play a growing role in protecting data and networks from breaches and attacks. With the rise of sophisticated ransomware, phishing campaigns, and insider threats, AI and machine learning (ML) offer powerful tools to detect, prevent, and respond to threats in real time.

AI-driven cybersecurity tools like Darktrace, CrowdStrike, and Microsoft Defender use anomaly detection and predictive modeling to identify suspicious behavior before it causes harm. Darktrace’s 2025 report indicates a growing impact of AI-powered threats on organizations, with 78% of chief information security officers acknowledging significant effects, underscoring the evolving cybersecurity landscape.

AI isn’t just for defense, either — it helps organizations comply with regulations, automate responses, and improve risk assessment. And as threats evolve, AI systems continue learning and adapting.

Hiring

AI is also reshaping how businesses approach recruitment. Tools like LinkedIn Recruiter, HireVue, and Workday now use AI to scan resumes, match candidates to job descriptions, and even evaluate interviews.

While there have been concerns about bias in AI-driven hiring (such as Amazon’s discontinued AI recruiting tool), many of those issues stemmed from flawed training data — not AI itself. As companies adopt more ethical AI practices and better data inputs, hiring tools have become more equitable and effective.

The benefits are substantial: AI speeds up hiring, reduces repetitive tasks, and helps companies identify the best-fit candidates faster. It also allows HR teams to spend more time on relationship-building and less time on manual screening.

App Development

Mobile app development is another area where AI is leaving its mark. With the average user spending several hours per day on mobile devices, businesses are investing heavily in AI to improve app performance and personalization.

Today, AI plays at least five major roles in mobile apps:

• Personalizing content and recommendations
• Enhancing productivity and usability
• Connecting with smart devices via the Internet of Things (IoT)
• Performing real-time image and voice recognition
• Enabling automated reasoning and decision-making

AI-based tools like ChatGPT, Google Gemini (formerly Bard), and Claude are now being integrated directly into mobile platforms, allowing users to generate content, ask questions, and complete tasks more efficiently than ever.

Final Thoughts

AI can be intimidating, especially if you’re new to it — but it doesn’t have to be. When used thoughtfully, artificial intelligence can help businesses save time, reduce costs, and deliver better experiences to customers.

As we move through 2025, it’s clear that AI is no longer optional. From recession resilience to productivity and innovation, AI is fast becoming a foundation of modern business. Whether you’re a small business owner or part of a growing enterprise, investing in AI now could be the key to long-term success.

Read more about How AI Can Help Your Small Business.

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Whether you were already a remote worker or have recently become one, there are a few important rules that you should consider following to boost your productivity and motivation. These can also help ensure that your reputation doesn’t falter, costing you valuable clients.

Many people find remote working to be easy and convenient. However, this is only the case for those who have the discipline to create a healthy work environment wherever they are. So, if you want to achieve success and please your clients, you’ll need to remain productive and maintain a strong work ethic to attract and retain clients.

On that note, here are the keys to achieving success when working remotely with a client.

Organization with Project Management Tools

One of the main reasons for insufficient production is a lack of organization. Simplify remote working by organizing a workspace with all the necessary items on hand. Moreover, know where your drive, pens, notepads, chargers, and other important devices are located to save time rummaging through clutter.

Effective task management is essential for organizing and tracking work assignments and deadlines, helping ensure that responsibilities are met consistently.

It’s easy to dismiss the importance of an organized workspace when you want to finish tasks quickly or send urgent emails promptly. But this is not an effective long-term solution. Remote workers find that an organized environment promotes productivity and peace of mind. Create an efficient system for all your belongings, and you’ll quickly notice you aren’t as reluctant to get to work as you were when disorganization awaited you.

Reliable Technology

When working remotely, you need to be able to work from any location aside from the office. This means that there’s no place for technological issues and poor internet connections. Along with this, managing operations can be difficult when you don’t have the same tools at your disposal that you would if you were in a company’s office space. You also don’t want to spend a fortune staying in touch with clients, adding to your personal expenses.

Unlike a traditional office environment, remote work requires you to be self-sufficient and manage your own technological resources.

Luckily, remote working has been made easy thanks to innovative technology. You can install a virtual or hosted PBX that connects to your IP or internet phone wherever you are, be it at home or at a local coffee shop. With custom cloud PBX systems, you can improve your relationship with your clients and communicate seamlessly with them using any of your devices. Additionally, using an online VPN can help protect sensitive business data while working on public networks, ensuring that your communications remain secure. This solution is designed to store all data on the cloud rather than storing it on a server, allowing you to move easily from one place to another without disrupting your workflow.

Effective Communication for Strong Client Relationship

Remote locations call for effective communication since you won’t be seeing your remote clients or colleagues as frequently as you would in the office. You’ll need to keep in touch to avoid misinformed directions and help ensure that everyone’s on the same page. On the other hand, you’ll want to arrange working hours to avoid inconvenient times to discuss business. You can have a weekends-off policy that basically makes sure no business calls are made.

Moreover, don’t consider little situations as trivial. Even if it’s a mild interaction, it’s best to have completely open communication with your clients. They will appreciate you checking in, and this will also establish trust in your ability to handle tough circumstances and important business decisions. Always prioritize a culture of collective community, where you, your colleagues, and your clients are all involved in continuous communication to achieve the desired results.

Clear and effective communication is essential for fostering a successful relationship with remote clients, helping to build trust and collaboration.

Routine for Remote Work

When you aren’t scheduled to head into the office every single day, it can affect your daily routine — meaning you’re likely to not have any routine at all. This can greatly reduce your productivity when you aren’t in the right frame of mind to dedicate time to work.

When you work remotely, maintaining communication and relationships is crucial to ensure that you stay connected and productive.

So, you need to establish a routine to improve self-discipline. You need to set working hours for a selection of days per week to help ensure you maintain structure. You’ll find yourself more motivated to produce good work when there are clear boundaries between office hours and your personal life. This is particularly important if you don’t head to your local café to get work done and instead complete your tasks at home.

Building a Strong Foundation

Building a strong foundation is crucial when working remotely with a client. This involves establishing a clear understanding of the project’s goals, objectives, and expectations right from the start. To manage expectations effectively and help ensure that both you and the client are on the same page, it’s essential to create a comprehensive project plan. This plan should outline the scope of work, timelines, and deliverables in detail. By doing so, you set the project up for success and help ensure that both parties are aware of their responsibilities. This proactive approach helps in avoiding misunderstandings and keeps the project aligned with the client’s vision.

Project Planning and Management

Effective project planning and management are critical components of successful remote work. Utilizing project management tools can significantly streamline the process by allowing you to track progress, assign tasks, and set deadlines efficiently. These tools help ensure that the project is completed on time, within budget, and to the client’s satisfaction. Additionally, they enable you to identify potential roadblocks early and mitigate risks, helping the project stay on track. By using these tools, you can maintain a high level of organization and accountability, which is essential for remote work success.

Ensuring Transparency and Security

When working remotely with a client, ensuring transparency and security is paramount. Being open and honest about the project’s progress, timelines, and any challenges that may arise builds trust and establishes a strong client relationship. It’s also crucial to ensure that all project-related documents and data are stored securely and in compliance with relevant regulations. Using secure communication platforms and data storage solutions can help achieve this. By prioritizing transparency and security, you not only protect sensitive information but also foster a trustworthy and reliable working relationship with your client.

Collaboration and Feedback

Collaboration and feedback are essential components of successful remote work. Working closely with the client to understand their needs and expectations, and providing regular updates on the project’s progress, helps ensure that the client is satisfied with the work. Regular feedback loops allow you to address any issues promptly and make necessary adjustments. This collaborative approach helps in meeting the client’s expectations and identifying areas for improvement. By maintaining open lines of communication and actively seeking feedback, you can help the project align with the client’s vision and achieve the desired outcomes.

Continuous Improvement

Continuous improvement is essential in remote work, as it allows you to refine your processes, improve your skills, and enhance your client relationships. Regularly reviewing your work, seeking feedback from clients, and identifying areas for improvement are key practices. By doing so, you can help ensure that you’re delivering high-quality work and that your clients are satisfied with your services. Additionally, staying up to date with the latest trends and technologies helps you remain competitive in the market. Embracing a mindset of continuous improvement not only benefits your current projects but also sets the stage for future projects and long-term success in remote work.

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Ultimately, keeping your clients happy requires basic principles and dedication to your occupation. You’ll find that a change in location does little to affect your progress as long as you have some key rules in place. It’s best to be prepared for any possible scenario so your work or business can adapt and survive. If this is done properly, you no longer have to worry about failing the expectations of your client.

As we enter 2025, small business owners are navigating new challenges and opportunities. To help guide us through, we spoke with Shanaz Hemmati, COO and co-founder of ZenBusiness and one of Austin Woman’s The Change Makers 2025.

Shanaz’s story — from her journey as a young immigrant to co-founding a company that has empowered over 850,000 entrepreneurs — is packed with lessons for building resilient, purpose-driven businesses. Here, she shares her key leadership insights for small business owners and offers inspiration for the year ahead.

Q: What leadership lesson has guided you most as a small business leader?

Shanaz: Staying focused on what really matters. There’s always so much noise — especially when you’re running a small business. But if you can get crystal clear on what your business does best and how it delivers value, that focus will guide everything else.

When we started ZenBusiness, we didn’t try to be everything to everyone. We focused on simplifying entrepreneurship, especially for first-time business owners. It’s a lesson I come back to daily: what’s our core strength, and how do we lean into it?

I also believe purpose is essential to staying focused. Simon Sinek’s Start With Why has had a huge influence on me— it’s a great reminder that leading with your mission and values creates stronger connections and long-term impact.

Q: 2025 is bringing a lot of uncertainty. How can small business owners prepare for the unknown?

Shanaz: Uncertainty is part of the journey, but I’ve learned that challenges often hold the biggest opportunities. The key is to approach those challenges with curiosity and a willingness to adapt.

Being open to feedback and making adjustments has been vital in my own career. At ZenBusiness, we’re constantly evolving based on what our customers need. That adaptability is what keeps us moving forward.

For anyone looking to build this mindset, I recommend Carol Dweck’s Mindset. It’s an incredible resource for developing a growth-oriented perspective — seeing obstacles as opportunities to grow. That way, uncertainty becomes something you embrace, not fear.

Q: Many companies are scaling back on DEI initiatives now. Why has ZenBusiness chosen to double down on its commitment instead?

Shanaz: For too many organizations, DEI has been treated as a performative initiative rather than a core value. When these programs are seen as optional or temporary, they’re often the first to go during challenging times. At ZenBusiness, we’ve made DEI foundational to who we are, and it has paid dividends in innovation, employee engagement, and customer loyalty.

We’ve proven at ZenBusiness that DEI isn’t a cost — it’s an investment. By embedding DEI into everything we do, from hiring practices to social impact initiatives, we’ve created a culture and business model that benefits everyone. Companies can’t afford to treat DEI as optional — it’s the foundation for long-term success.

Q: What’s one piece of advice you’d like every small business owner to take into 2025?

Shanaz: Think long-term and focus on building something that lasts. It’s easy to get caught up in day-to-day challenges, but the businesses that thrive are the ones built on solid foundations. At ZenBusiness, we’ve made it our mission to support small business owners in creating sustainable, impactful companies.

Key Takeaways from Shanaz Hemmati’s Leadership Insights

1. Lead with purpose and build community.
2. Embrace challenges with a growth mindset. 
3. Cultivate DEI for collaborative culture and innovation.

Shanaz’s recognition as a Change Maker 2025 is a reflection of her commitment to breaking barriers for entrepreneurs and creating lasting impact. As we step into 2025, her insights remind us that resilience, clarity, and purpose are the keys to navigating challenges and building something that truly matters.

Do you find yourself brainstorming with ChatGPT night after night?  Turns out you’re not alone! One group of people is definitely optimistic about using AI – small business owners! We conducted an AI survey and learned that 87% of business owners know something about AI and even more expect it to be embedded in the products they use to run their businesses. One of the best assets for small business owners is a combination of curiosity and open-mindedness. If you’re willing to learn how AI can help your business, you’ll be able to stay ahead of the game.

AI, or artificial intelligence, can process large amounts of information quickly and analyze data to help us make decisions. It can do things like automate repetitive tasks, manage inventory, and generate marketing ideas, all of which can save you precious time. AI learns from the data it collects, so it can improve at helping you the more you use it. 

As ZenBusiness advisor Mark Cuban says, AI is a tool you can use to amplify your skills. The quality of its performance relies on how well you use it. 

AI for Small Business

First, develop an AI strategy. This can be as simple as stating what you want to use AI for, and why. List your goals and desired outcomes. Be sure to include areas where you need relief from time-consuming, repetitive tasks. Align this strategy with your short- and long-term business objectives. Explore AI platforms and tools. Consider user-friendly interfaces and features that suit your unique requirements.

1. Create an AI Business Plan

AI can analyze market trends, customer data, and financial projections to help you craft a solid plan. Think of it as a powerful researcher who suggests strategies, highlights untapped markets, and flags potential risks. Whether you need help with financial forecasts, goal-setting, or just a template to get started, AI-powered tools can make the process easier.

2. Use AI to Keep Up with Compliance

Compliance can be a headache. In fact, 51% of small business owners say that licensing, certification, and permit requirements make it harder to grow their business.* AI tools can handle the heavy lifting by automating compliance checks, tracking deadlines, and sending reminders for necessary filings (like taxes, permits, and licenses). That means fewer surprises and lower chances of costly penalties. Full disclosure: ZenBusiness is obsessed with making compliance easier. You can learn more about how we help business owners stay on top of filings with our Worry-Free Compliance service.

3. Automate Your Operations and Workflows

Running a business means juggling a million tasks. AI can take some of that off your plate by automating things like invoicing, scheduling, inventory management, and customer service. It can also help streamline workflows by suggesting the most efficient processes based on real-time data — meaning less busy work, fewer mistakes, and more time to focus on what really matters. AI can also help you consider factors such as upfront investment, long-term savings, and impacts on productivity, paving the way to a more strategic approach to managing your business.

4. Improve Your Marketing with Valuable Insights

AI can help you market smarter, not harder. It can analyze customer behavior, segment your audience, and even personalize marketing campaigns to hit the right people at the right time. Need help with search engine optimization (SEO)? AI can help with metadata research. Writing ads? AI can optimize copy. It can also predict trends, track customer sentiment, and help you make data-driven marketing decisions without the guesswork.

5. Stay on Top of Your Finances

AI can help you track expenses, generate invoices, and even predict cash flow based on past data. Need a budget or financial forecast? Using AI tools can help with that. You can also use it to automate tax calculations and ensure accuracy in financial reports, so you can avoid costly mistakes.

6. Improve Customer Support and Engagement

Customers expect quick responses, but you can’t be available 24/7. AI-powered chatbots and response tools can help by handling common inquiries, guiding customers through purchases, and collecting useful data. They can even analyze customer feedback to help you improve your offerings. To build stronger trust, many businesses use AI humanizer tools, making conversations more natural and emotionally aware. It’s like having a customer service expert working in the background to keep things running smoothly.

7. Streamline Hiring and HR

Hiring the right people is tough, but AI can make it easier. Think of it as a hiring strategist helping you find the best talent. It can scan resumes and screen candidates. Once you’ve built your team, AI can help track performance, boost productivity, and suggest training programs to keep everyone growing. 

8. Optimize Sales and Inventory

AI can predict sales trends and help you make smarter decisions about inventory. It can suggest how much stock to order and when, so you don’t run out or overbuy. By analyzing consumer demand, AI helps you stay competitive and efficient.

9. Drive Product Development and Innovation

Want to stay ahead of the competition? AI can analyze customer feedback, market trends, and competitor activity to help you develop products people actually want. It can also test new ideas through simulations, helping you minimize risk before launching something new. It’s like having a market researcher constantly digging into trends for you.

10. Make Data-Driven Decisions

AI is great at spotting patterns in data — something that can be tough to do manually. It can generate real-time reports on sales, customer behavior, and market trends, helping you make smarter decisions. Instead of relying on gut feelings, you can use AI insights to adjust strategies and grow your business with confidence.

If you feel put off by the technology, you can consult an AI expert to help you understand the possibilities and limitations of AI for your specific business needs.

Summary

From generating ideas to automating tedious tasks, AI is a tool that can make running your business easier. The important thing to remember is that your unique insight and experience are the drivers. The key is finding the right balance — using AI where it adds value, leaning on your own expertise when it matters most, and being willing to learn along the way.

How We Can Help

At ZenBusiness, we use our innovative AI-powered platform to deliver personalized, proactive guidance to small businesses. Let us help you start, run, and grow your business with confidence.

*According to new findings in the Q4 MetLife and U.S. Chamber of Commerce Small Business Index. 

Starting a company? Here are some important startup tips that will help you make your startup a success.

What do you need to do to start a business? There are dozens of websites that have checklists to remind you of the many tasks you should perform when starting a business. Although such checklists are very useful because they help you remember important startup steps, they’re just to-do lists. They tell you what to do but don’t provide any tips about what makes a business successful.

Unfortunately, you don’t succeed in business just by completing a list of tasks. Nor will your business be a success just because you think it’s a good idea.

What will make or break your business? What determines if it will be a success?

Tips for Starting a Successful Business

Know yourself, your true motivational level, the amount of money you can risk, and what you’re willing to do to be successful. Sure, we all want to make millions of dollars. But what are you willing to give up to reach that goal? How many hours a week will you work on an ongoing basis? How far out of your comfort zone are you willing to stretch? How far will your family stretch with you?

To be successful, keep your business plans in line with your personal and family goals and resources. Consider the right business structure that aligns with your goals and resources.

Choose the right business for you. The old formula — find a need and fill it — still works. It will always work. The key to success is finding needs that you can fill, that you want to fill, and that will produce enough income to build a profitable business. Explore various business ideas that align with your interests and market needs.

Be sure there really is a market for what you want to sell. One of the biggest mistakes startups make is to assume a lot of people will want to buy a particular product or service because the business owner likes the idea or knows one or two people who want the product or service.

To minimize your risk for loss and help ensure business growth, never assume there’s a market. Research the idea. Talk to real potential prospects (who aren’t family and friends) to find out if what you want to sell is something they’d be interested in buying and, if so, what they’d pay for the product or service.

Research your competitors. No matter what type of business you’re starting or running, you’ll have competitors. Even if there’s no other business offering exactly what you plan to sell, there are very likely to be other products or services your target customers are using to satisfy their needs.

To be successful, you need to research your competitors’ advantages and find out as much as possible about what they sell and how they sell it. Competitive research is something you should plan on doing on an ongoing basis, too. If there really aren’t any other competitors, it’s possible there isn’t a market or a real need for what you want to sell. Additionally, consider the role of business partners in enhancing your competitive edge.

Plan to succeed. If you’re not seeking investors or putting a huge sum of money into your business, you may not need an elaborate business plan, but you still do need a plan — one that specifies your goal and your destination — and then lays out at least a skeletal roadmap for how you’ll get to where you want to go.

The plan will change as you progress and learn more about your customers and competition, but it will still help you stay focused and headed in the right direction. Use our business planning worksheet to help develop that basic plan. Consider business loans as a financing option to support your growth and operational needs.

Know the operational needs. Most people who are thinking about starting a business focus on what they’ll sell and who they’ll sell it to.  What they often don’t consider is how the business will actually operate.

For instance, if you’re selling items, how will they be delivered? How much customer support will be needed — either to answer questions about the product or to respond to people whose shipments haven’t arrived? Will you need to accept credit cards? Will you invoice customers? Who will follow up to make sure you’re paid? Who will build and maintain your website and social media presence? Will you be able to use a virtual assistant for such tasks, or will you have to hire employees? Even if you’re starting a small personal service business, these are issues you should consider and plan for.

When it comes to staying on top of invoicing, accepting credit cards, and managing clients, ZenBusiness’s Money Pro app can help.

Don’t procrastinate. I’ve heard some people advise would-be business owners not to move ahead with their business until they have investigated every last detail of the business they want to start and are absolutely sure it’s all going to work and be profitable.

The problem with that approach is that it leads to procrastination. No one ever really has all the pieces in place — even after they’ve started their business. Yes, you need to research the market, have a rudimentary plan in place, and do things like get a tax ID number if needed, register with local officials if required, etc. Obtaining an employer identification number (EIN) can be beneficial for future hiring and overall business management. But if you try to make everything perfect before you launch, you may never get around to starting your business at all.

Start on a small scale before going all out. Some people believe that entrepreneurs are risk-takers. But for the most part, successful entrepreneurs don’t like walking blindfolded onto a limb. Instead, they take controlled risks. They test an idea on a small scale, then build on what works well, tweak what shows promise, and discard the disasters. You can also consider starting as a freelancer first. If needed, explore small business loan options to finance your startup costs.

Don’t fixate on mistakes or get demoralized by them. The difference between successful people and everyone else is that successful people learn from their mistakes and move on. They don’t dwell on failure, blame the economy, curse their bad luck, or blame other people for their fate. If the path to their goal is blocked, they look for an alternate path or sometimes choose a different, more attainable goal.

Learn from others. Find mentors, join groups with like-minded people, and learn everything you can about your industry and what it takes to get from where you are to where you want to be. Attend industry conferences. Take training courses when they’re available. Buy courses offered by experts. You’ll save a tremendous amount of trial and error by learning from people who have been there before.

Think of what you do AS a business. Keep track of your bookkeeping, keep business money separate from personal funds, and find out what regulations your business needs to abide by. Opening a business bank account is crucial for organizing your finances and simplifying bookkeeping and tax deductions.

Understand the difference between working for yourself and building an ongoing business. If you want to build a business, you need to develop systems and methods that allow you to hire other people to DO the work of the business while you plan it. You limit the potential for growth if you don’t bring in other people to work for you.

Get to know investors. If the business you’re starting will need investors to grow, do what you can to find out what investors are looking for and where to find those who might invest in your kind of business.

Local angel and venture capital groups are good places to start. Attend meetings they hold or meetings where investors are speaking. Have an elevator pitch practiced so you can use it to interest investors if you get the chance.

Put yourself out there. Ask for what you want (politely). I started my online business by participating in GE’s GEnie online service. When I was ready to send them a proposal to run a small business area, I could not only talk about my credentials in general but also point to places I was already contributing to their service.

I became one of the early content providers to America Online because I picked up the phone and made a cold call. I wound up with a new consulting client after I struck up a conversation with a woman sitting next to me on an airplane.

Remember, people like to do business with people they know. Get the ball rolling, and keep it rolling by continually reaching out and introducing yourself to new people.

Embrace digital marketing. Even if you’re running a local business, you need a comprehensive digital presence. At a minimum, you need a professional-looking website, an email list that lets you communicate with customers and prospects on a regular basis, and a presence on the social media channels that your customers frequent.

While you may get many of your customers by word of mouth, referrals, or networking, you still need a strong digital presence. The reason: prospective customers are likely to look you up on the web before they decide whether to contact you. Coupons, special offers, and practical information sent to your email list can encourage customers and prospects to buy from you or make repeat purchases.

Never stop learning and trying new things. What’s profitable now won’t necessarily be profitable next year or 10 years from now. So, don’t let yourself fall into the “this is the way I’ve always done things” rut.

Keep your eyes and ears open for new things. Are there newer or better ways to market your products and services? Are customers asking for something you’re not offering? Is there a different type of customer you should be targeting? Get answers by reading everything you can about your industry and listening to your customers.

Below, we’ll expand on some of the ideas touched on above.

Conduct market research for your small business

Market research is a crucial step in starting and growing a successful small business. It involves gathering and analyzing data about your target customers, competitors, and market trends to make informed business decisions. Here are some steps to conduct market research for your small business:

1. Identify Your Target Customers: Determine who your ideal customers are, what their needs and preferences are, and how they behave. Understanding your target customers is essential for tailoring your products or services to meet their demands.
2. Analyze Your Competitors: Research your competitors’ strengths, weaknesses, and market strategies to identify opportunities and threats. Knowing what your competitors are doing well and where they fall short can help you position your small business more effectively.
3. Gather Data: Collect data through surveys, focus groups, online analytics, and other methods to gain insights into your target market. The more data you gather, the better you can understand your market and make informed decisions.
4. Analyze the Data: Use statistical methods and data visualization techniques to analyze the data and identify patterns and trends. This analysis will help you understand the market dynamics and customer behavior.
5. Draw Conclusions: Based on your analysis, draw conclusions about your target market, competitors, and market trends. These conclusions will guide your business strategies and decisions.
6. Use the Insights: Use the insights gained from your market research to develop a marketing strategy, create products or services that meet customer needs, and make informed business decisions. Effective market research can be the foundation of a successful small business.

Write a business plan for your own business

A business plan is a written document that outlines your business goals, strategies, and tactics for achieving success. It serves as a roadmap for your business, helping you stay focused and on track. Here are some steps to write a business plan for your own business:

1. Define Your Business Mission and Vision: Clearly define your business purpose, goals, and values. Your mission and vision statements should reflect what you aim to achieve and how you plan to get there.
2. Conduct Market Research: Gather data about your target market, competitors, and market trends. This research will inform your business strategies and help you understand the market landscape.
3. Develop a Marketing Strategy: Based on your market research, create a marketing strategy that outlines how you will reach and engage with your target customers. Your marketing strategy should include your value proposition, marketing channels, and promotional tactics.
4. Create a Financial Plan: Develop a financial plan that outlines your revenue projections, expenses, and funding requirements. A solid financial plan is crucial for managing your business finances and securing funding if needed.
5. Outline Your Operational Plan: Describe how you will produce and deliver your products or services. Your operational plan should cover your supply chain, production processes, and logistics.
6. Review and Revise: Review your business plan regularly and revise it as needed to reflect changes in your business or market. A business plan is a living document that should evolve with your business.

Develop a marketing strategy

A marketing strategy is a plan for how you will reach and engage with your target customers to achieve your business goals. Here are some steps to develop a marketing strategy:

1. Identify Your Target Customers: Determine who your ideal customers are and what their needs and preferences are. Understanding your target customers is the first step in creating a marketing strategy that resonates with them.
2. Set Marketing Goals: Define what you want to achieve through your marketing efforts, such as increasing website traffic or generating leads. Clear marketing goals will help you measure the success of your marketing activities.
3. Choose Marketing Channels: Select the marketing channels that will best reach your target customers, such as social media, email marketing, or content marketing. Different channels have different strengths, so choose the ones that align with your goals and audience.
4. Create a Content Strategy: Develop a content strategy that outlines the type of content you will create, how often you will create it, and how you will distribute it. High-quality content can attract and engage your target customers.
5. Measure and Evaluate: Track the effectiveness of your marketing efforts and make adjustments as needed. Use analytics tools to measure key metrics and evaluate the performance of your marketing campaigns.

Protect your business from potential liabilities

As a small business owner, you’re responsible for protecting your business from potential liabilities. Here are some steps to protect your business:

1. Choose a Legal Structure: Protect your personal assets by selecting the right legal structure for your business. Many entrepreneurs choose to create an LLC or establish a corporation, creating a legal shield between their business activities and personal finances.
2. Obtain Business Insurance: Purchase business insurance that covers your business against potential risks, such as liability insurance or property insurance. Insurance can provide financial protection in case of unforeseen events.
3. Develop a Risk Management Plan: Identify potential risks and develop a plan for mitigating them. A risk management plan can help you proactively address potential issues before they become major problems.
4. Comply with Regulations: Ensure that your business complies with all relevant laws and regulations. Staying compliant can prevent legal issues and fines.
5. Monitor and Adjust: Regularly monitor your business’s liability exposure and make adjustments as needed to protect your business. Continuously assessing and managing risks can help you maintain a successful business.

By following these steps, you can start and grow a successful small business while protecting it from potential liabilities.