Small Business

How Franchising Opens the Door to the American Dream

After starting her career as a secretary for a Taco John’s franchise owner earning $4.05 an hour, Tamra Kennedy got to work learning the business inside and out. As a new mom, she wanted to provide more for her son — telling her boss that she, too, wanted to own a franchise one day.

After 17 years of hard work in the company, Kennedy achieved her goal when she purchased the Taco John’s locations and transformed from employee to owner. Today, she owns six local franchises in the Minneapolis-St. Paul area, working to provide the same opportunities for her employees that she had, while giving back to her community and all the people she serves.

Kennedy is the personification of the American Dream, and she’s not the only one who has used franchising as a pathway to success.

Today, there are over 800,000 local franchised businesses in the United States supporting nearly 9 million jobs. These franchises are individually owned and operated, serving as essential pillars of their communities.

For aspiring business owners like Kennedy, franchising provides an avenue to business ownership that going at it alone may not, especially for underrepresented communities like veterans, women, and racial minorities. In fact, nearly one-third of franchisees say they wouldn’t own a business without franchising.

Do your part to get out and support a small business in your community, and don’t forget to thank a franchise owner for doing their part to keep the American Dream alive.

Written by The International Franchise Association

Tools and Resources for the New Wave of Small Business Owners

Keith Hall, the president and CEO of the National Association for the Self-Employed (NASE), discusses what small business owners need to know to plan for success in 2025.

What has occurred within the small business community over the last couple of years?

The small business community has exploded in the past few years. There have been over 19 million new small business applications just in the last three years. The voice of small business has never been more powerful.

Speaking to legislators at the state and national levels, we’ve never had more influence as a small business community than we do now, and I think it started with COVID. A lot of people during the COVID pandemic found themselves working from home, whether they chose to or not, and they learned that most of the things they needed to accomplish could be done from home. That expanded the options people had.

What are some of the unique challenges and benefits of someone choosing to become their own boss, or to become an entrepreneur?

I think the biggest challenge for new small business owners is managing their time. Time is the most valuable asset. A small business isn’t going to have a chief marketing officer. They don’t have an accountant. They don’t have anybody to clean up at night.

They have to do it all. When you start your own business, you’re the CEO, but you’re also the janitor at night. So, it’s all about managing your time wisely to get to that next best customer. I think that’s always a challenge for people moving into self-employment. Many people are used to working from 8 a.m. to 5 p.m.. Well, when you’re a small business owner, there is no such thing as 8 to 5. It’s 8 until 8 the next morning, so I think that’s one of the biggest challenges they have.

What should existing small business owners plan for moving into 2025?

If this is their first year in operation, this is going to be their first time filing a business tax return. Make sure you have your records in order. Make sure you’re reconciling your bank account. Make sure you have good control over all those records, because whether you do the tax return yourself or you have a tax professional do it for you, you’re going to need all that paperwork. If you have employees, you’re going to have to do payroll tax returns and W-2s. All that paperwork happens at the end of the year, so get ready for that compliance stage of things, because you do have to dot the I’s and cross the T’s.

INTERVIEW WITH Keith Hall CEO, National Association for the Self-Employed (NASE)

Providing Shipping Solutions in a Changing Business Climate

When it comes to assisting small business owners and decision-makers with their mail and parcel needs, PitneyShip delivers.

For office managers and shipping personnel, determining correct postage and package weights can be tedious. Add to that the countless trips to the post office, and the frustration builds.

“Getting packages out into the mail can be very time-consuming and cumbersome for small business owners,” explained Amy Bertolino, Pitney Bowes senior product manager.

How it works

According to Bertolino, the shipping platform offers practical solutions to help small businesses succeed without sacrificing quality.

“PitneyShip allows users to set up carrier pickup from USPS, FedEx, or UPS in just a few clicks,” she said, adding that the pre-negotiated, discounted rates users get from USPS and UPS save them significant dollars off retail shipping label rates.

“In addition, address validation ensures the package is being sent to a deliverable address, avoiding return packages and wasted postage fees,” Bertolino said. “Plus, a scheduled carrier pickup saves time.”

Shipping made simple

PitneyShip software allows customers to compare prices and delivery services across carriers, in addition to buying and printing shipping labels and postage, scheduling pickups, and tracking packages.

“It’s simple and easy to use with the PitneyShip Cube, to print professional shipping labels with an integrated scale to accurately weigh packages,” Bertolino said. “All users have access to the companion mobile application, which allows users to track packages or create labels when they are away from their desk.”

A changing landscape

Mailing has greatly decreased for businesses in the digital age, while shipping has increased significantly, especially during and after the COVID-19 pandemic. And according to Pitney Bowes’ most recent Parcel Shipping Index, there were even significant shifts in carrier dynamics and consumer behaviors in 2023.

Of the four largest carriers (USPS, Amazon Logistics, UPS, and FedEx), only Amazon Logistics grew volumes year-over-year, and

by a whopping 15.7%. One year after passing FedEx in parcel volumes, Amazon Logistics has exceeded UPS, and is gaining momentum on market leader USPS.

A name you can trust

With more than 100 years of expertise in innovation, Pitney Bowes is a resource business owners can turn to with confidence.

The global shipping and mailing company works with more than 90% of Fortune 500 companies, and recognizes not all customers require the same volume of shipping.

“PitneyShip is backed by Pitney Bowes, a trusted name in the shipping and mailing industry with decades of experience,” Bertolino noted. “Whether a business is just starting out or experiencing rapid growth, PitneyShip offers scalable shipping solutions to meet their evolving needs. From shipping a few packages a week to managing high-volume orders, the platform can accommodate businesses of all sizes.”

Written by Cindy Riley

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INTERVIEW WITH Amy Bertolino Senior Product Manager, Pitney Bowes

5 Things to Consider When Starting a Business

Business is booming. But if you’re ready to become one of the millions of business owners in the United States, go in with a plan and know the wealth of resources at your fingertips.

1. Lay the foundation

The Small Business Administration’s Office of Entrepreneurial Development aims to help more people have the opportunity to live the American dream. That dream often begins with the basics of deciding the best legal structure to operate your business; ensuring you have the right licenses and permits at local, state, and federal levels; and making sure you have adequate amounts and types of insurance (and possibly bonding) to protect you and your venture from liability.

Once you have decided the legal structure of your business, it’s time to move on to your business plan.

2. Build a business model

Business plans come in all shapes and sizes, but one thing is clear: Business owners who methodically plan — and plan in a way that they are able to change course quickly if things don’t go well — are much more likely to succeed. A tried and true, comprehensive business plan, which takes you through the process of conducting market research, analyzing competitors, developing financial projections, etc., is the path most traveled for business owners.

Alternatively, a new approach used by many tech-based businesses (one that is spreading to Main Street ventures) is the use of a business

model canvas, which is a tool that provokes the entrepreneur to produce a minimally viable product rooted in insight developed from talking to potential customers. No matter which business plan you go with, always remember that planning makes kings.

3. Determine viability

One of your biggest hurdles in the early stages of your business, especially during the first year, is to validate that you have a viable business model. A key tool to determine viability is a break-even analysis, which is available on the SBA’s website.

Additionally, you can find help walking through the analysis at one of several community resource centers around the country, such as SCORE, a network of volunteer mentors who provide expert assistance; the Small Business Development Center (SBDC), offices usually run by universities or community colleges that offer free business counseling and training; or the Women’s Business Center (WBC), a center that offers services designed for the unique obstacles faced by women entrepreneurs. Do a break-even analysis as early as possible, and update it regularly in your first year of operation.

4. Calculate capital needs

Additionally, startups often fail to understand

their full capital needs. This can result in the entrepreneur running up personal debt as opposed to business debt. There are a variety of financing options available, so the entrepreneur should understand the various funding options available before running up personal debt.

SCORE, SBDCs, and WBCs offer free advice to help entrepreneurs make well-informed decisions on financing their businesses.

5. Revisit your roadmap

Business ownership is a journey, and the first year of operating a venture is full of challenges, roadblocks, and the potential need to change course. Regularly visiting your roadmap in the first year and making key course corrections based on how the business is doing is of utmost importance.

One of SBA’s goals is to ensure that small business owners are aware of the counseling and training resources, and other technical assistance provided for free or a low cost to business owners. SBA’s hope is that more people will have the confidence, skills, and resources they need to succeed as small business owners, and we can continue to revitalize a spirit of entrepreneurship in our country.

Written by The U.S. Small Business Administration (SBA)

Choosing The Right Financing Partner Can Make All the Difference for Small Businesses

When it comes to finding a financial partner, small businesses need more than a one-size-fits-all solution. Fora Financial has built a reputation on providing tailored financing options that empower its clients to succeed.

As one of the country’s leading direct funders, Fora Financial stands out as a trusted partner—and for good reason.

Since its inception in 2008, Fora Financial has funded more than 55,000 businesses, providing over $4 billion in capital. With an A+ rating from the Better Business Bureau and a 4.5-star rating on Trustpilot, the company has continued to innovate by incorporating tech-enabled solutions with flexible in-house underwriting, allowing businesses to access capital quickly.

Michael Hollander, Vice President of Sales, emphasizes the company’s commitment to each client’s success. “Our team is fully invested in helping customers reach their goals. It’s important that we not only deliver excellent service, but also nurture lasting relationships. Watching our clients grow and exceed their expectations is what drives us.”

Turning ambitions into reality

By leveraging cutting-edge technology, Fora Financial serves more than 100 industries, ranging from retail and restaurants to medical professionals and manufacturers. Praised by one client as “the most intelligent, responsive, and friendly people in the financing business,” Fora Financial works closely with business owners to craft realistic financial strategies.

“Small businesses are the backbone of this country,” Hollander notes. “Supporting their success is deeply rewarding.”

Providing a lifeline when it’s needed In Georgia, a construction company faced a potentially devastating setback after a major client’s financial collapse jeopardized a multimillion-dollar project. After being turned down by other lenders, they reached out

to Fora Financial, drawn by its fast response and unique approach to underwriting.

Fora Financial quickly provided $300,000 in capital, including an option for early renewal. This timely financing allowed the construction company to continue operations without disruption, preserving its hard-earned reputation and relationships with clients.

Collaborative success in New York

For a New York-based production studio, managing overhead costs and expansion while juggling late-paying clients became overwhelming. After doing extensive research into funding options, they chose Fora Financial, which delivered crucial funding within days, boosting the company’s cash flow. The studio’s relationship with Fora Financial has since blossomed, with three additional rounds of funding, including the last one, which helped finance a new studio space.

“Some firms don’t have your best interest in mind,” shared the studio owner, “but after I spoke with Fora Financial, I knew they’d always have our back.”

An appetite for expansion

A specialty food company, eager to create exceptional culinary experiences and build a solid brand, needed financial backing to support its rapid expansion and marketing efforts. Fora Financial approved $1 million in funding, enabling the business—founded less than two years earlier—to enhance its production capacity and bolster its e-commerce presence.

“As a result of Fora Financial’s support, we’ve seen accelerated growth and solidified our place in the specialty food market,” said the business owner. “Their funding has been a key factor in our success.”

A proven track record

For over 16 years, Fora Financial has continued to build on its solid track record.

The company has provided fast, reliable capital to thousands of small businesses. Offering working capital of up to $1.5 million, no usage restrictions, prepayment discounts and no hard credit pulls, Fora Financial makes it easy for business owners to access the tailored funding solutions they need.

“We’re helping businesses manage cash flow, invest in inventory and equipment, expand their operations, and cover payroll,” explains Hollander.

“Many small businesses can’t afford to wait weeks or months to get the capital they need. We can provide approvals in as little as four hours.”

Founded by two college roommates who shared a vision of supporting small business growth, Fora Financial’s mission remains as strong as ever.

Sixteen years later, the company continues to focus on understanding the unique needs of each client, providing customized funding solutions to help them thrive.

Written by Cindy Riley

INTERVIEW WITH Michael Hollander Vice President of Sales, Fora Financial

Photo credit: Shutterstock

Robert Herjavec’s Advice for Small Business Success

Businessman, investor, and “Shark Tank” star Robert Herjavec offers advice and insight on how to most effectively equip your small business for success.

What are the key factors that small business owners should consider when developing their initial business strategy? Number one is market fit. Is their business aspiring or vitamins (i.e., do they have to create demand or fill an existing demand)? Both have completely different go-to-market strategies. Second, capital. How much capital are they going to need to get traction? Make sure you can stay for the long run. If you need to raise capital before you get any market traction, you will pay a steep price in terms of giving up too much equity.

In your experience, what are the most common mistakes that new entrepreneurs make, and how can they avoid them? Most entrepreneurs are enamored with building their own business and focus on everything else, but the most important thing when you start is sales. Another common misconception is time. It is going to take far longer and cost far more

than most people think. Another common mistake is that they don’t add enough value to the client. In the day of YouTube and Google, clients can get access to almost any information they need. Are you adding something to clients that they don’t know?

Can you share some strategies for managing cash flow effectively, especially for businesses that are just starting out?

Get paid early. Offer discounts, ask for a down payment, and get some sort of cash commitment sooner. Same thing for vendors — offer them a discount. Tell them you need help with extended terms, but you will only focus on their product or give them something in return. Finally, don’t spend money whenever possible. Every dollar you spend is a dollar gone. Make sure you are spending on stuff that moves the business forward and not for paint on the walls.

What are some effective ways for small businesses to scale their operations without compromising quality or customer satisfaction?

Sell more to existing clients. It costs 70% less to sell to an existing client than to find a new one. Also, verticalize — the narrower your client base, the greater your expertise can be and the cheaper to market to them. Focus on healthcare, for example, or a certain type of client before selling everything to everyone.

Finally, hire business catalysts. The first few hires should be people that drive sales, not admin or support.

What motivates you to continue investing and mentoring new entrepreneurs, and what do you find most rewarding about it?

Life is a journey, and if we are blessed enough to find some success, I believe we need to reach back and help others, as others have helped me. Also, curiosity

is energy, and it is one of the keys to longevity, in my mind. The curious mind is the active mind; I like to learn from others.

Business and people are fascinating. As my pastor once said to me, “You will never find anything in life as fascinating as another human being.” I just love people.

What advice would you give to someone who is hesitant to start their own business due to fear of failure or uncertainty?

Failure is a response, but so is success. Are you worried about failing for emotional reasons (e.g., ego) or are you truly worried about the merits of the business? It’s a fool’s game to look for certainty. Instead, get comfortable with making constant, small adjustments and being able to pivot.

Finally, believe in yourself.

A great business starts with an entrepreneur who has their act together — get your life in order before you try to run a business.

Robert Herjavec | Photo Credit: Lesley Bryce

Kevin O’Leary on the Value of Authenticity and Data

Shark Tank’s Mr. Wonderful discusses the keys to success in the modern business world, and how data collection in any form is the most valuable tool for small businesses.

What are some key qualities that distinguish successful small businesses from those that are struggling right now? The key to the answer here is to understand how the economy has changed in the last few years. A lot of it has to do with a post-pandemic world. Let’s just start with some of the metrics that no one saw coming.

Obviously, working remotely was brand new for everybody. Now, it’s commonplace. A lot of technology was adapted. A huge portion of the economy had not digitized their preferences or purchasing strategies. However, if they didn’t change that during the pandemic, they’d starve to death. So, everybody is incredibly savvy now in ordering products and services online. The pandemic basically doubled the size of the digital market in 36 months, which is probably the most profound change.

Before the pandemic, only 10% of sales were through the website of a company, so it was never profitable for them. That’s all changed today. Now, most of these companies are 50% direct-to-consumer. Businesses figured out how to sell directly to their customer base. The difference between a successful company and one that’s struggling is that the successful ones have figured out customer acquisition cost and return on ad spend.

What were some pivotal moments or lessons that influenced your growth as a business?

Direct-to-customer ended up being the game-changer for me when I realized that, in a nutshell, data is the new oil. If you know the preferences of your customers — when they buy, where they buy, flavor, size, etc. — it changes your world.

You know, the first time I really saw this happen was almost 10 years ago with a company that I partially own called Wicked Good Cupcakes. There are probably 250,000 kitchens making commercial cupcakes as we speak. You can buy a cupcake at every corner bodega in America. How did Wicked Good Cupcakes become such a behemoth? Because Tracey and Dani, the mother-daughter team, went to social media and told the story of their family journey of creating this business — the ups, the downs, the daily trials and tribulations. They talked about the development of flavors, and what worked and what didn’t.

The arguments between a daughter and her mother resonated so much with people that they connected with this family going through the hell of building a business, and they became advocates for them. They only wanted to buy cupcakes from Tracey and Dani. They formed a community. I’ve never seen anything like it.

Before there was any AI at all, they started to detect their customer preferences. They had all this data, and they would push offers based on the preferences of these people. The

response rates were insane. They were just off the charts. That was the one that taught me that direct customer relations are everything. Now, everybody tries to do this, but Wicked Good Cupcakes was authentic. They were honest. They constantly communicated with their customers and made them part of their community, and it was crazy successful. That is a story that I’ll tell for the rest of my life as an entrepreneur. You can do what Tracey and Dani did.

What advice would you give to small business owners looking to optimize their financial management practices and achieve sustainable growth?

Learn to differentiate the signal from the noise. So much comes at you every day, so much noise, and yet there’s only one signal. Decide what the three things are that you have to get done that day, and don’t lose the signal. Don’t get distracted by something else, because there’s always something that will distract you. You can’t let that happen. You must differentiate the signal from the noise. That’s the key to success.

Kevin O’Leary | Photo courtesy of Kevin O’Leary

Small Businesses Win Big in National Pitch Competition Celebrating SCORE’s 60th Anniversary

Entrepreneurs from across the nation competed for the chance to win $175,000 in prize money while receiving valuable mentorship, training, and national exposure.

SCORE — the nation’s largest network of volunteer, expert business mentors and a resource partner of the U.S. Small Business Administration (SBA) — hosted a nationwide series of pitch events in honor of its 60 years of serving America’s small businesses. Since 1964, SCORE has helped more than 17 million entrepreneurs start, grow, and maintain their businesses.

The pitch events, designed to honor small business innovation and support future growth, drew more than 2,200 small business applicants. Each participant was paired with a SCORE mentor to help refine their pitch, strengthen their presentation, and hone their business plan.

Four regional live pitch events took place in Philadelphia, Des Moines, Los Angeles and Houston. A virtual event was also held.

Sixty finalists presented their pitches live before panels of judges at the five events, with three winners recognized at each. First-place winners took home $20,000, second-place winners received $10,000, and third-place winners earned $5,000.

Judging criteria included the effectiveness of the presentation, brand identification, uniqueness and viability of the product or service, the thoroughness of the business plan, scalability, and any sustainability or social impact. Financials were also assessed on overall potential.

• First Place: Lisa Basini - The Baking Coach, Bellport, N.Y.

• Second Place: James “Demetri” Patitsas - The Greek Shack, Mountaintop, Pa.

• Third Place: Ed and Kristin Cunningham - The Spot Hometown Deli, Elizabethtown, Pa.

Des Moines

• First Place: Scott Massey - Anu, Evansville, Ind.

• Second Place: Katie OlthoffChopLocal, Wayland, Iowa

• Third Place: Tony HornerFermented Felon, Bellevue, Neb.

Virtual

• First Place: Helen Ianniello –Stockmen’s Drug, Gordon, Neb.

• Second Place: Christina VanDam – Zeal Aerial Fitness, Grand Rapids, Mich.

• Third Place: Vanessa Sanchez –bonnee | the clothing swap app, Miami Beach, Fla.

Los Angeles

The 15 winning businesses from SCORE’s 60th Anniversary Pitch Competition series are: Philadelphia

• First Place: Diana JarrarMagic Dates, Los Angeles

• Second Place: Jon Mowl - Play With ASL, Riverside, Calif.

• Third Place: Brice SokolowskiVaucluse Gear LLC, Scottsdale, Ariz.

Houston

• First Place: Crystal Lister –Mommy and Me: The Listers, Cypress, Texas

• Second Place: Khaliah Guillory – Nap Bar, Inc., Houston

• Third Place: Jacky ChaoCreator Camp, Katy, Texas

“Congratulations to all of our competition participants, finalists, and winners, whose dedication and innovation truly embody the spirit of SCORE,” said SCORE CEO Bridget Weston. “I’d also like to extend my heartfelt thanks to our volunteer mentors, the judges, and the sponsors who made this event possible. We are honored to celebrate our 60-year milestone by recognizing such incredible entrepreneurial talent from across the nation.”

The pitch competition was made possible by premier sponsor Global Atlantic Financial Group. Supporting sponsors also include Principal, the Glenn W. Bailey Foundation, and the LPL Financial Foundation.

Shellie Peters, head of benefits and charitable giving at Global Atlantic, said, “As the premier sponsor of SCORE’s 60th

Anniversary Pitch Competition, we’re proud to support their mission and work together to make a positive impact on our economy by empowering entrepreneurial small business owners across the country. We congratulate all the participants for their hard work and vision, and look forward to seeing how these businesses grow and transform their communities in the years to come.”

Written by SCORE

To learn more about SCORE, request a mentor, or volunteer to be one, visit score.org

Winners of SCORE’s 60th Annual Pitch Competition in Los Angeles. Photo courtesy of SCORE

The Tools Successful Business Owners Use to Add Value and Improve Operations

Our panel of experts discusses the top technologies and platforms that small businesses can use to improve their customers’ experience and overcome the most common operational issues.

Why do you see small businesses as the backbone of the American economy?

Mark Cuban: Our entrepreneurial spirit is what makes us different from every other country in the world. It’s the reason that the United States has been the home for almost every new technological innovation of the last 50 years. Every business — no matter how big today — started small. It’s what sets us apart.

What common shipping challenges do you see small businesses facing, and what solutions would you propose?

Nick Spitzman: Small businesses deal with mailing and shipping challenges that include changes in postage rates, peak surcharges, variable delivery times, and long wait times when trying to buy postage and send items. Unrelated to mailing and shipping, we know business owners work around the clock and juggle multiple roles at their companies. Online platforms give you hours of your time back and the ability to focus on running your business on your own schedule.

How important is digital presence for small businesses, and what are the first steps to establish it?

Bennie F. Johnson: It’s vital for a small business to build their brand, connect with customers, and find new audiences to drive revenue. A well-designed website and social media presence will help them to reach these new audiences and build consumer trust and credibility.

When building your digital presence, small business owners need to think intentionally about the customer experience, the content that will connect with your customers, and the mobile experience. Over 50% of online purchases are done on mobile devices today and it’s important for a small business to think about these spaces as well.

An online presence is more than a website — it’s your community and your loyal customers, both online and virtually. Invest time and energy into the platforms and places that work for your company. Most importantly, think about the experiences you’ve enjoyed and create that for your audience with content and products that not only meet but exceed needs. Today, as a small business owner, the tools and platforms exist for your digital presence to be a true strategic advantage.

What are the technologies that new small business owners should invest in to better run their businesses?

MC: It really depends on the company. You have to do your homework to determine what mix of mobile and cloud-based apps works best for your company. With so much changing with AI large language models like ChatGPT and Gemini, it’s worth it to take your time, do your homework, and find the right solution that you can afford.

How can small businesses use technology to improve efficiency and productivity?

NS: Small business owners are typically looking for technology that helps them scale

further and faster. Software that improves the day-to-day of the business and saves time is sometimes overlooked when compared to other growth initiatives. However, owners are much more valuable to their businesses when they’re able to work on things that are important — especially things that only they can do.

What role does community engagement play in a small business’s success?

BFJ: It’s everything. Community is not just the people who purchase something from your business — the transactions — but the larger ecosystem, the dynamic of those that support your business. It’s the influencers who are sharing your products, the individuals who follow you on social media, and the families who frequent your stores.

Think of each one of those community members and how you can interact with them on a personal level to create the experience you would want. They are the ones who will help your business grow and succeed. Community creates a sense of belonging, and as a small business owner, you want to create these spaces that will build lasting relationships and a loyal customer base.

How can small business owners leverage their strengths and unique selling points to stand out in a competitive market?

MC: All businesses need the trust of their customers to stand apart. In this day and age, we trust fewer and fewer businesses and organizations. Transparency and honesty are the keys to keeping your customers happy.

Mark Cuban Investor, ABC’s “Shark Tank”

Nick Spitzman General Manager, Stamps.com

Bennie F. Johnson CEO, American Marketing Association

Shop Small: Small Businesses Are Here to Provide a Memorable Holiday Season

The President and CEO of America’s Top Small Business of 2024 urges customers to remember small businesses this holiday season.

As the holiday season gets underway, we all have a chance to make our shopping dollars count more than ever. This year, with costs rising, many of us are being more careful with our spending. In fact, a recent survey by Intuit QuickBooks shows that Americans plan to spend 34% less on holiday shopping compared to last year.

For small businesses that rely on holiday sales, this can make a big difference. The survey also found that 61% of small businesses see holiday revenue as essential to their success.

I appreciate the unique value of small businesses and the personal touch they bring to every customer interaction. At Confero, we focus on helping larger companies replicate that same customer-first experience through our mystery shopping services, in-store research, and compliance audits. We understand the dedication small businesses show to their customers, and we work to bring that level of care to the larger brands we support.

Top honors

Recently, I had the amazing opportunity to visit Washington, D.C., where I met

incredible small business owners from across the United States at the U.S. Chamber of Commerce CO- 100 Awards. Confero was honored as the 2024 Top Small Business of the Year, and I came away inspired by my fellow small business owners who pour their hearts into their work, whether they’re roasting coffee, planning events, providing tech solutions, or arranging flowers. They’re not just running businesses — they’re building communities and contributing to the local and national economy.

When you shop at a small business, you’re not just buying a product—you’re giving back to your community. The dollars you spend stay local, supporting schools, parks, and essential services, while also creating jobs and fueling economic growth. This season, 93% of consumers, or about 240 million people, plan to shop small, with many choosing local businesses to support their communities and help entrepreneurs thrive.

And locally owned, owner-operated franchise stores are part of this vital small business community, too. Though they’re connected to larger brands, these franchise owners live in your community, invest in the

local economy, and work hard to provide a personal touch that meets the unique needs of their neighbors.

Shopping small doesn’t just mean visiting a store — it could also mean choosing a locally owned restaurant for a meal or booking a unique experience, like a local tour or workshop. By supporting these small businesses, you’re not only enjoying something memorable but also helping the local economy thrive in new and exciting ways.

Shopping small makes big impact

As we gear up for the holiday season, think about what shopping small means to you and your community. When you need a unique gift or a memorable experience, remember that local coffee shop, boutique, or bookstore. Notice the personalized service, the dedication of the staff, and the extra care you receive. Make this holiday season truly special for you, your loved ones, and your community — shop at small businesses!

Written by Elaine Buxton, President and CEO, Confero, Inc.

Elaine Buxton (left) accepts an award as her company, Confero, was named the 2024 Top Small Business of the Year at the U.S. Chamber of Commerce CO- 100 Awards.

Photo courtesy of the U.S. Chamber of Commerce