Micro-Micro Enterprise – Location, Location, Location

Enterpreneurs at the Micro enterprise levels have probably never read a book on marketing, and probably have never attended a training on the elements of the marketing mix which are Product, Price, Promotion and Place. But they seem to have the right skills and knowledge to follow the traffic and establish their business at those locations where they can generate the largest amount of sales.

In Belize City, the municipal government has been challenged on a regular basis with micro-entrepreneurs who have established their busineses at strategic locations, creating a nuisance and a convenience for the larger population while at the same time generating some level of contribution to the economy. Some of these locations include the Battlefield Park, the former Paslow Building (Ground Zero) site, the market vendors on West Collet Canal  etc. They do however have the skills and know-how to create lots of public sympathy through the various media channels when the Belize City Council moves them or attempts to move them. There is a sense of ownership of the location that is created when they open their businesses even though that property may be government or public property.

In terms of location, micro-entrepreneurs operate in various categories, 1. Part Time (They have a permanent or temporary job)  and operate the business out of their homes and office while running a business on the side, either in the evenings or weekends. 2. Mobile (they follow events and major celebrations), 3. Temporary Location (they establish a location which they frequent every day and will fight for that location thereby creating their territory), 4. They establish a permanent location, either with the City’s approval or not as I have seen on the George Price Highway to Belmopan and other locations.

It is important to note that the transition from one level to the next is a complicated process for the micro entrepreneur, and many remain at the initial stage of the start-up and cannot or will not move to the next stage.

They all have some common characteristics which include 1. Energy, 2. Zeal, 3. Courage, 4. Consistency, 5. Judgement 6. Determination and others which allows them to stick with it even in turbulent times.