Mason's is a supplier of speciality chemicals to a number of companies. The company previously supplied just three big clients, but the CEO is considering targeting the small business market. Selling to small businesses presents a huge opportunity, he says, but some board members disagree, saying it also presents huge challenges. Explain the challenges the firm might face in targeting small businesses.
Answer: The small business market is large and fragmented by industry, size, and number of years of operation. Additionally, small business owners are notably averse to long-range planning and have an "I'll buy it when I need it" decision-making style.