• Endurance: The Business Behind Small Businesses
  • Cover Story

    Endurance: The Business Behind Small Businesses

    Twenty years ago, a business opened a storefront, put ads in the local paper, joined a regional networking organization and hoped the customers in their area needed what they had to offer. All that changed with the arrival of the Internet. The massive reach of the internet changed the very fabric of doing business. Now, for instance, a business ‘X’ designs and sells custom cakes. A potential customer is having an impromptu family get-together or a celebration and needs a pre-thought out & peculiar cake. The customer uses a smartphone to search for ‘custom made cake’. X’s website is listed in the search results.

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