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Four Profiles of The Modern Small Business Owner From Infusionsoft

  • Broadcast in Business
Deborah Shane

Deborah Shane


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We welcome Lydsay Bayuk, Director of Product at Infusionsoft, to discuss their 2014 Small Business Market survey.

They surveyed nearly 850 American small businesses — half were Infusionsoft customers, half were people who had never used Infusionsoft. They worked with Audience Audit™, a research provider that specializes in attitudinal segmentation, to craft a series of attitudinal questions in order to gain a deeper understanding of the modern small business.

The results were stunning — despite the many similarities in terms of gender, income, company size and more, we found dramatically different opinions about what it means to be a small business owner. They segmented them into four attitudinal—based profiles: Freedom Seekers, Passionate Creators, Struggling Survivors and Legacy Builders.