We live in an age where founding an online business has never been simpler. Through the internet and AI, you can do more things and reach more people than ever before. And yet, many aspiring founders fail or burn out, never realizing their goals. Why? Perhaps because building a business isn't for everyone.

Entrepreneurship through acquisition can be a much faster route. An existing business already has customers, tech, staff, income and product-market fit. Making money from those assets is easier than creating them, allowing you to skip those early months or years of experimentation to get off the ground.

Yes, some might bristle at sacrificing learnings for day-one profits, but acquiring a company instead of building one opens doors for those who might otherwise have burned out. Better yet, there's a business for every type of entrepreneur and budget. The barrier to entry is only as high as your available capital.

Instead of a multiyear grind, acquire a business that's already making money and has the talent you need to succeed. Focus on growth, not survival. Trade capital for time-to-market, the late-night hustle for instant income and learn as you go. Interested? See if entrepreneurship through acquisition is for you below.

Stairs or elevator?

Finding a market for a new product or service costs time and money. Before you can even consider scaling your business, you must test whether people want what you're offering. Between building the product or service, marketing it and gathering feedback, momentum can take months or years to build.

Now imagine skipping that early testing phase and knowing your product or service is in high demand and you could conquer a share of the market the moment your company launches. Time saved is time you can invest in growing the company, delivering more of what the market wants to multiply your income.

Acquiring a company with growing revenue and cash flow switches the focus from experimentation to scaling proven strategies. As a result, there's less financial risk, less budget wasted on failed marketing campaigns and less pressure to find customers. Instead, you know exactly where to spend your money.

Such knowledge comes only from building a successful business or acquiring one where the harsh lessons have already been learned. It's the career equivalent of taking the stairs or the elevator. Which you prefer depends on you, but one is faster, easier and offers potentially bigger rewards sooner.

A polished product

Many people can't code or don't want to learn. That's okay. When you acquire a company, you acquire a ready-made or "turnkey" suite of technology, infrastructure and processes, often run by those who built them and may stay on after acquisition. You're then free to focus on what you do best.

That's not to say acquiring a tech company means you won't ever need engineering expertise. But you can go a long way with ready-built, functioning, bug-free technology before hiring developers. All the prototypes have been made, tested and iterated upon. You simply choose what to develop next.

The company roadmap is a font of new growth ideas. New features, especially those customers consistently demand, help increase value perception and justify price increases. By acquiring a company, you won't need costly experiments to test the market — your customers will tell you what they want.

Ready-made teams

When you build a business from nothing, usually you'll have to hire people more skilled than you to perform various business functions. Maybe less fun roles in human resources, engineering or sales, for example. Finding the right people for these jobs is a long, complex process. Hiring mistakes are stressful, costly and require you to repeat the process (with the same risk of hiring the wrong people).

A business acquisition, however, can include its talented teams and leaders. You can then ignore the cost of sourcing talent and time spent on interviews, aptitude tests and onboarding. So long as you know how to lead (or are open to learning or hiring someone who does), acquiring a high-performing team to complement your skills will maximize your return on investment in a shorter time while reducing risk.

Follow your passions

There's a reason startups fail at rates as high as 90% or more. Sometimes it's being in the wrong time and place. Others fall behind competitors or throw money at problems instead of solving them. But the psychological toll of building a business from nothing can also grind down a founder's resilience.

Building a business from nothing means wearing every hat — sales, marketing, operations, HR, finance and more. Does your entrepreneurial passion span these departments? Does closing the books every month excite you as much as creating a viral marketing campaign? Slogging away on things you're not passionate about can ruin the entrepreneurial experience.

The joy of acquiring a business is choosing the one you want to run and shaping your day-to-day. Love marketing? Acquire a company that's never run an ad. Enjoy leadership? Acquire a company with a strong but rudderless team. You've got thousands of businesses to choose from, so you needn't sacrifice your passions for revenue. Pick the right business, and you'll always love what you do.

It's time travel — for your career

Acquiring a business can shave years off your career, pushing you to think bigger. Why make countless mistakes before hitting upon your one idea that takes off? How long might that trial and error period last? Can you afford to sacrifice years of your career to learn how to build a profitable business from scratch?

You can acquire a profitable company for as little as $50,000. Will it be eye-watering revenue? Probably not, but it's a reasonable starting point. And the upside potential is massive. The acquisition is just the start of your journey. The next rung on the ladder is an exit. Do well and you get the payoff for your hard work, potentially life-changing money and the freedom to pursue another acquisition.

Some might say the grind is a rite of passage, that you learn more through failure than success. But acquiring a business doesn't guarantee success. It just increases your chances. If you can raise the capital, acquiring a business often works out better because the mistakes have already been made. The founder figured out what worked and now you can capitalize on that by giving them an exit opportunity.

​Is acquiring a business for everyone?

Building a business isn't for everyone, and neither is acquiring one. Some people are better suited to doing things solo and in their own way. There's always the chance that cultures clash once you take over the reins. That said, acquiring a company to become a full-time entrepreneur is the fastest road you can take, accelerating returns and freeing you to focus on growth rather than survival.

Our advice? Start small. Acquire a company whose biggest weakness is your biggest strength and see how far you can take it. Rinse and repeat until you've learned how to earn profits consistently across a portfolio of startups. Maybe then you can start something completely new where the only "grinding" you'll do is to the beans of your morning coffee. Everything else will be meaningful work and a happier life.




Source: https://www.entrepreneur.com
Image Credit: ​Photo by Fox via Pexels

In the past decade, influencer marketing has exploded in popularity. Everywhere you look, there are influencers promoting products and services for brands. The worldwide influencer market is now worth over $20 billion, more than tripling in value since 2019. Clearly, brands are increasingly investing in this marketing channel, but does it really work? How effective is influencer marketing exactly?

If you’re considering influencer marketing but not sure whether it’s the right choice for your brand, use this guide to make a more informed decision. Let’s break down the ins and outs of influencer marketing, including how it works, the benefits, and some strategies for getting the most out of this marketing channel. 

What is influencer marketing, and how does it work?

Influencer marketing is when brands partner with influencers to promote their products or services. Typically, “influencer” refers to social media content creators with dedicated audiences, but influencer marketing can also include notable bloggers, celebrities, and industry leaders. 

The key is that influencers have established credibility with their audiences, who care what they have to say. By partnering with influencers, brands can tap into that relationship for effective marketing campaigns. 

These campaigns typically start with brands selecting influencer partners. Then, once the brand has at least one influencer partner, they agree on what the influencer will post about the brand and when. Influencer marketing campaigns can be one-off agreements in which the influencer shares a single photo post about the brand or long-term partnerships with several sponsored posts. The brand then tracks the results of the campaign to measure its impact. 

Owners of small and medium-sized businesses (SMB) know better than most the challenges in staying ahead of the pace of change. Without the support of a large team, SMB leaders must wear many hats — from running product development or acquisition to managing marketing channels and balancing the business's cash flow. It can be especially difficult to pause and think proactively about what the future might hold when you're in the throes of day-to-day operations. However, it's essential that these organizations future-proof in anticipation of the potential headwinds and opportunities that may present themselves down the line.

Taking this forward-facing view is crucial for SMBs' ability to compete — possibly even to survive — in changing and competitive market conditions. With that in mind, and with the new year underway, here are five trends that small business owners should keep an eye on for 2025.

1. Embracing AI for meaningful impact

Embracing AI doesn't just mean adopting the latest technology for the sake of staying relevant; it means implementing tools where it makes the most sense for your business. In 2025, expect to see a shift towards leveraging AI in ways that directly enhance operations and customer experiences in these smaller organizations.

This will look different for every type of business. For example, a software-as-a-service business may look to automate repetitive manual processes to improve efficiency, while a marketing agency may apply generative AI to streamline creative processes. Other examples of where AI can cut your workload include: generating engaging social media captions, building templates for newsletters and writing persuasive ad content tailored to specific platforms. No matter your industry, the focus will be on finding efficient solutions that save you time and allow you to focus on your core offering.

2. Economic shifts and cash flow resilience

As is standard at the outset of a new political administration and given the ongoing geopolitical environment, SMBs should be prepared for potential fluctuations in the economy. Despite anticipated rate cuts, there is still some uncertainty about what the new year will bring, making cash flow management more critical than ever.

If you're operating across borders, it's worth considering a multi-currency business account that allows you to hedge against potential volatility. Multi-currency accounts enable you to hold and manage money across borders seamlessly and maintain oversight of your cash flow across supply chains and countries of operation.

3. Preparing for the Gen Z consumer

With Gen Z poised to become the most dominant consumer segment by spending power before 2030, SMBs may need to consider adapting their marketing and service strategies to meet the unique preferences of this demographic. Broadly, this generation values authenticity, sustainability and personalized experiences, and they prefer short-form content (think: TikTok, Instagram Reels). You may consider working with influencers who have developed a genuine rapport with their audience and are trusted to share the best products and recommendations. If your business relies less heavily on wider marketing, you may simply focus on how to organically share your story with the customers you do business with to bring that human element that is so often overlooked.

Consider ways your business can tap into the zeitgeist, capture attention and differentiate from other similar offerings.

4. Navigating tech regulations and data privacy

As every small business owner knows, staying abreast of regulatory requirements is a time-consuming and often complex practice. However tedious, it is also vital to long-term success. Depending on the industry and size of your operation, there may be any number of regulations to follow. Here's one example: data privacy and personally identifiable information (PII) management. There is (rightly) consistent conversation around the responsibility of large and small businesses to protect their customers' information, from their contact emails to their bank details. Building your own data collection safety practices and regularly reviewing your security systems is a great start.

To stay on top of any changing regulations and what they mean for your business, it's a good idea to sign up for newsletters and updates from media outlets covering legal and regulatory news. To go a step further, you might even consider hiringe or designating one or more employees who can focus on managing the implementation of upcoming changes without taking time away from the everyday functioning of your business.

5. Sustainability as a business imperative

Sustainability is no longer a trend; it's a necessity. As consumers and employees increasingly demand environmentally responsible practices, SMBs' must weave sustainability into their operations. This can involve adopting conscious supply chain practices, utilizing green packaging or offsetting environmental impact through programs focusing on carbon removal efforts. By aligning your business with sustainability goals, you not only cater to a growing market segment but also plan for your business' resiliency well into the future.

Looking ahead to 2025

As small business owners look to start the new year strong, understanding and adapting to these five emerging trends will be essential for navigating the complexities of the evolving market landscape. The ability to respond and act accordingly will enhance operational efficiency, while also strengthening customer relationships and loyalty to your organization. In short, staying informed and agile will allow your SMB to meet challenges head-on and seize new opportunities as they arise.




Source: https://www.entrepreneur.com
Image Credit: Photo by Amina Filkins via Pexels.com

Meet Generation Z, the first generation of true digital natives who grew up on social media and don’t remember a world before the internet. Today, as teens and young adults, they’re shifting expectations of what makes marketing successful.

These teens and young adults earn and spend more than other generations did at their age, despite many of them not being in the workforce yet. Neilsen IQ research predicts that Gen Z’s spending power will reach $12 trillion by 2030. 
In other words, master Generation Z marketing now, and you’re set to benefit for decades. But here’s the challenge: Gen Z has different priorities and preferences than their older counterparts.

Who’s included in Generation Z (Gen Z)?

Born between 1997 and 2012, Generation Z is set to be the world’s largest generation, according to Nielsen IQ, which says they currently comprise 25% of the global population. In the U.S., they make up just over 20% of the population.
Gen Z is also the most diverse generation in U.S. history, with more ethnic, gender, and sexual minorities than any other generation. They’re also the first generation in U.S. history where less than half identify as white. These Gen Z demographics paint an exciting picture:

After a lifetime of posting their stories and experiences online, these young adults expect to see themselves in media — and, more importantly, to have a hand in shaping it.

What does Generation Z respond to?

If you’re used to older generations’ preferences, marketing to Gen Z requires a significant mindset shift. These young adults grew up immersed in marketing and media and have higher expectations and a more critical eye than any prior generation. They also have no patience for lip service, which they can sniff out like digital bloodhounds. 

None of this should discourage you, though. Gen Z is a responsive and engaged marketing audience if you approach them respectfully and understand where they’re coming from. They can even be some of your most enthusiastic brand ambassadors if you’re willing to do the work.

First, you need to speak their language.

Short-form video content

This ultra-connected generation spends significant time on social media. According to a CivicScience survey, 90% of Gen Z adults aged 18-24 use social media, and 48% use social platforms for at least two hours daily. 

Gen Z’s favorite platforms are overwhelmingly video- and image-based, with YouTube leading the pack:

In a survey by the International Council of Shopping Centers (ICSC), 85% of Gen Zers say social media influences their purchasing decisions. Instagram and TikTok were the most influential platforms. 

That’s a huge potential advantage for brands that can make relatable, authentic short-form videos. Repurpose that video into Instagram Reels and YouTube Shorts, and you have valuable content for Generation Z marketing on other platforms.

Values-driven messaging

You can’t discuss Gen Z’s characteristics without recognizing how much they care. This generation cares about pivotal issues such as social justice, environmental sustainability, and mental health awareness — and they prefer brands that share their values:

Although the oldest are just starting their careers, many Gen Zers will pay a premium to find values-aligned brands. Over half of survey respondents said they’d pay more to buy environmentally sustainable products.

Buying secondhand is a popular way Gen Z practices sustainable buying. According to ThredUp’s second annual Impact Report, 61% of Gen Z consumers will look for an item secondhand before buying it new.  More than half are more likely to shop with brands that offer secondhand items.

Speaking to Gen Z’s value set is a powerful way to earn their loyalty, but it needs to come from an authentic place. This generation is more marketing-savvy than any other generation before them.

In one 2023 survey, 47% of Gen Zers said it felt “fake” or “like pandering” when a brand’s value-based marketing doesn’t align with what the brand does. And 46% won’t trust a brand’s claims to support a cause unless/until the brand demonstrates real commitment. Its business practices, hiring policies, and political contributions must align with its messaging.

Internet community and culture

Having grown up online, Gen Z continues to find community on digital platforms. According to Impero Creative Agency’s 2022 Report, Gen We and the Digital World, 76% of Gen Zers feel that their digital communities give them a voice and social status. And 65% would rather interact meaningfully on community-focused platforms like Discord or Twitch than feed-based apps.

Niche communities are a particularly big deal for this generation. In a 2024 DemandGen survey, 78% of Gen Zers reported belonging to one or more interest-related online groups or hobbies. They tie their identities closely to these communities and often present themselves differently in each group.

Marketers must understand this diverse culture of identities. Instead of seeing Gen Z as a single group, brands can target their audiences by being as diverse and inclusive as possible. Having several communities in one space allows brands to show their respect for Gen Z’s different subculture identifications while acknowledging their social justice values.

Satirical and “unhinged” humor

Generation Z statistics highlight a savvy, values-driven generation, but make no mistake: They don’t take everything super seriously. Gen Z understands the absurdity of the digital world and appreciates brands that make fun of it.

More than 40% of Gen Zers told DemandGen they appreciate brands that use humor and satire. Over a third say it makes them like a brand more. But as with aesthetic trends, it’s vital to stay up-to-date and use humor authentically, not as a way of being this guy:

​For the best marketing campaigns, Gen Z needs to go straight to the source — a recent trend in itself, thanks to brands that gave Gen Z-written scripts to Gen X and Boomer employees:

Let Gen Z tell their own story. It’s the best way to reach peak authenticity.

“Gen Z is the Influencer Generation” – Craig Corbett

In his 2023 Forbes interview, Corbett said that Generation Z marketing means embracing the power of influencers.
 
Influencers are social media personalities with highly engaged followers who trust what they say, do, and recommend. Some influencers have a few dozen followers in a niche area, such as international cooking or retro video gaming, while others have millions of followers.

The influencer model is simple: The influencer earns followers by posting their thoughts on products, services, and experiences as though they were friends sharing recommendations. Their expertise earns audiences’ trust and attracts more followers, who keep coming back to get suggestions and learn what’s worth buying.

Influencers’ effects on Gen Z

According to the ICSC’s survey, two-fifths of Gen Z cite influencers as one of their top three factors for purchase decisions. The effect of influencers is even stronger with Gen Z than millennials, as CivicScience‘s research showed: 29% of Gen Zers recently purchased a product because an influencer recommended it, compared to 19% of millennials.

When you think of how Gen Z engages online, the success of influencer marketing makes perfect sense. Influencer messaging feels like advertising with a Gen Z touch: authentic and coming from a real person, not a glossed-over corporation.

For Gen Z, following influencers isn’t about keeping up with trends. It’s about finding people who share their aesthetics and values and taking their advice. The proof is in the follower count: When Morning Consult researchers asked Gen Zers about their favorite influencer, 51% of responses were unique.

Developing influencer campaigns for Gen Z

Influencers are potent resources for brands doing Generation Z marketing. The first step is finding influencers who speak directly to your target audience and build a meaningful relationship.

It’s okay if you don’t have the budget for big names like Charli D’Amelio or Chase Hudson. You’ll get farther by connecting with micro-influencers — niche creators with 10,000 to 100,000 followers.

If your brand is extremely niche, you might also consider nano influencers with small audiences of highly engaged followers. Nano influencers may have as few as 1,000 followers but tend to be very approachable with their followers and the brands they collaborate with. They build tight communities, a significant selling point for Gen Z.

Artificial intelligence (AI) and Generation Z

Of all the adult generations, Gen Z is the most intertwined with AI. They grew up together, with AI coming into its own just as the oldest Gen Z reached full adulthood. ChatGPT, the most famous example of generative AI, came out in 2022, the same year the oldest Gen Zers reached their 20s. 

Gen Z as consumers: Opinions and uses of AI

AI has numerous applications in marketing, from dynamic campaign personalization to rapid-fire content generation. Growing up in the age of the internet and AI, Generation Z is understandably comfortable with several practices that involve AI, especially as a personalized search tool. A recent Fiverr survey showed that 54% of Gen Z shoppers used AI tools to find the best prices, ideas, and tutorials to create gifts themselves.

Personalization and Privacy: Gen Z interaction with AI

Gen Zers appreciate personalized marketing because of their focus on individual identity and experience navigating the digital world. They favor brands that recognize their unique needs and experiences, and their standards for personalization are high.

Most Gen Zers are only willing to share personal information if they receive something of value in return. More dated personalization techniques — such as using the consumer’s name in an email subject line — aren’t enough for this savvy generation.

If they don’t think they’ll get enough personalization by sharing their information, Gen Z will deny a brand access to their information. They will also turn off tracking and delete digital tracking “cookies,” code snippets that record consumers’ online activity.

Still, non-personalized marketing is less likely to generate brand loyalty, even among this privacy-conscious generation. Brands need to find the point at which their Gen Z audience members appreciate the value their personalization provides.

Communication is also essential. If marketers tell Gen Z how they use personal information and AI customization tools, they’re more likely to earn those young buyers’ loyalty.

Master Generation Z marketing

Congratulations on completing your crash course in Generation Z. Now, you know who they are, what content they gravitate to, and what they value in a brand. 

You’ve learned that: 

• Social and environmental justice matter to this generation, and brands must act to demonstrate their commitment to these causes.
• Internet life is where Gen Z finds communities that reflect themselves.

Now, it’s time to create your first campaign. As you’ve figured out, short-form video is Gen Z gold, and Instagram Reels are fun and easy to make. So why not start there?

​


Source: https://www.constantcontact.com/
Image Credit: Constant Contact