Small businesses are an untapped market - they want simple solutions, not enterprise complexity
Insight from David Heinemeier Hansson
When to use
When choosing your target market and you're tempted to go after enterprise clients - consider that small businesses (3-5 people) need simple tools, have faster buying cycles, and represent a massive underserved market.
Don't do this
Building enterprise-grade complexity and sales processes when your product could serve thousands of small businesses who just want something that works without demos, procurement, or IT approval.
3 Founders Who Did This
Selling to small businesses eliminates enterprise sales complexity (no golf trips, expense accounts, long sales cycles)
Positioned Weightley as a simple solution for small restaurants that don't need or can't afford complex enterprise tools. Flat pricing, no hidden fees, immediate phone support.
Targeted maid services - small businesses that are late adopters with low design standards. Built a simple SaaS for scheduling, communications, and automation