Who is actually running a business from home, and what do they need?
Client
Place
Practice
Services
Year
A shire where much of the local economy operates from kitchen tables and back sheds, largely invisible in standard business data.
An online survey of home-based business operators, validated against existing databases for representativeness, produced a cross-sectional picture of the sector and a set of operator personas - the distinct kinds of business working from home across the Shire.
The personas showed how differently each group operates, and what each needs from Council.
The research informed recommendations aligned to Council’s existing strategies for supporting the sector, and gave Council grounds to treat home-based business as a substantial part of the local economy rather than a residual category.
