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Play Small to Win Big

04 Mar
Published by gruti
SMB, small medium business

It is a well-known information that SMB (small medium business) or PMI, for the Italian readers (piccola e media azienda) represents today the financial and economic backbone of almost the totality of European countries accounting for the 99.8% of the total number of companies which in numbers translates in about 20 million companies with 87 million of employees. In this scenario the total value of the ICT market is always growing due to a constant acceleration in the development of new technology.

Eurostat which is the official body observing the markets on mandate of the European Commission, shows that brilliantly. Commission Recommendation 2003/361/EC  of 6 May 2003 concerning the definition of micro, small and medium-sized enterprises [Official Journal L 124 of 20.05.2003], set the definition and the classification of the companies very precisely as follow: Micro, small and medium-sized enterprises . Micro, small and medium-sized enterprises are defined according to their staff headcount and turnover or annual balance-sheet total. A medium-sized enterprise is defined as an enterprise which employs fewer than 250 persons and whose annual turnover does not exceed EUR 50 million or whose annual balance-sheet total does not exceed EUR 43 million. A small enterprise is defined as an enterprise which employs fewer than 50 persons and whose annual turnover and/or annual balance sheet total does not exceed EUR 10 million. A microenterprise is defined as an enterprise which employs fewer than 10 persons and whose annual turnover and/or annual balance sheet total does not exceed EUR 2 million. Where in the medium/small size businesses it is common to find either an IT Manager or at least a middle/senior manager who has deep understanding of ICT, in the microenterprises this figure is largely absent. This lack changes totally the way in which those companies are approaching their ICT development projects. At Helios Marketing Solutions we experience that every time we run campaigns of B2B lead generation commissioned by ICT companies who are keen to explore sales opportunity in that sector. However the attention is always centred on project’s values which are excluding a large number of potential sales of lesser value. During those campaigns we contact constantly SMB/PMI companies discovering that the number of ICT projects due for immediate realization are extremely numerous in the microenterprises that when offered as leads to our clients normally get disregarded . During those conversations we get also confronted with a wealth of feedback stating the need for a new approach from the service point of view. In particular it comes evident that the level of customer service offered is created to suits a company who has a specific IT manager to lead any project related. In the microenterprises very often is the owner of the business who fills that gap with very limited technical knowledge. This puts immediately an unbalance in the relation between offer and demand creating noticeable difficulties in closing mutually satisfactory deals. Since the value of the microenterprises market is growing at faster rate than any other, we would like to open an exchange of opinions and feedback on our blog on this topic.