Repeat Customers the No. 1 Milestone for Small-Business Owners - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Repeat Customers the No. 1 Milestone for Small-Business Owners

Financial health and revenues are the top indicators of business conditions

May 5, 2014

Money ranks second when it comes to small-business owners’ (SBOs’) goals.

Most Important Business Milestone According to US Small-Business Owners, March 2014 (% of total)

According to a joint study conducted by Manta and Dell in March 2014, US SBOs said getting repeat customers—not their first profitable year or dollar earned—was their most important business milestone.

However, that’s not to say that financial security isn’t a big deal. Q1 2014 polling conducted by Market Probe International for U.S. Bank found that US SBOs considered financial health the top key indicator of business conditions, cited by seven in 10. Revenues for this year and next were also important, with respondents considering 2015 a slightly better indicator.

Key Indicators of Business Conditions According to US Small-Business Owners, by Industry, Q1 2014 (% of respondents)

Based on U.S. Bank’s results, the majority of SBOs should be happy when evaluating their key performance indicators—at least some of them: 70% of respondents said their business was in good health in 2014, the highest percentage since at least 2010. However, revenues told a different story, with just 30% of SBOs saying their businesses would report higher earnings in 2014.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.