The Amanada Gome’s business blog, SmartCompany recently featured a very intersting article yesterday regarding Homepreneur – the home-based business sector. Marketers have largely ignored this group because it is so diverse and difficult to reach – and I would also imagine because they beleive they are are not successful businesses.
However research into the home worker (which also includes people working from home that are employed by large corporations) shows there are 2.8 million home workers and 45% belong to a higher socio-economic segment. They are twice as likely to be managers and administrators with professional qualifications and six out of 10 are big spenders, with almost half owning and trading shares. They also seek a constant supply of information on business opportunities and investment decisions.
- Also homepreneurs are:
mostly ambitious males who want to run successful businesses
Most homepreneurs work very long hours and run established businesses.
technologically very savvy.
more likely to be extroverted.
comfortable parting with money.
chasing opportunities.
big risk takers.
dress for success.
Read the full article – Homepreneurs, the myths and facts
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