SOHO Summit Shines Spotlight on Homebased Business Owners

Summing Up the Summit

It's Tuesday afternoon. Lonier is sitting in the conference room, empty but for her staff and hotel crew breaking down the equipment. Already planning the June 2001 event to be held in Colorado Springs, Colorado, Lonier was looking back on the success of this year's event. More than 200 marketers gathered to share insights and ideas, and build that golden Rolodex that could create relationships to better help them target the elusive homebased business owner.

More than anything else, Lonier's helped deepen the dialogue between the home officer and the corporate marketer who seeks to work with them, she says. If the software makers, service providers and e-commerce companies can get inside the heads of at-home workers, they could make customers--no, partners--for life.

"For a lot of people, that's a big leap," Lonier surmises, knowing that many corporate marketing executives--especially those who didn't attend the event--don't know what they're missing in the SOHO market. "It really isn't the size of the office space. It's the size of the vision."

Morgenstern agrees. Please her, and you please her ever-widening circle of comrades, from clients to fellow homebased officers to other vendors whom she works with and talks to.

"[When you] service a small business, you're serving all the clients that that small business comes in contact with," she says. "People who take the time to understand what our business is about, share their expertise, respond quickly and feel excited about becoming a part of my team will be my partners."


Journalist and author Jeffery D. Zbar has worked from home since the 1980s. He writes about home business, teleworking, marketing, communications and other SOHO issues.

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