November 2021 has been designated by President Biden as National Entrepreneurship Month. For many entrepreneurs, the past two years have been among the most challenging, with pandemic related issues including health concerns, mandated closures, labor shortages and supply disruptions. These are just a few of the challenges, while the list can be quite extensive.
Despite these challenges, according to a report by the Census Bureau, the number of new businesses created during the pandemic has dramatically increased, with 2020 seeing a 24% increase. Many of those who lost their jobs due to the pandemic were among those who stepped onto the path of entrepreneurship. However, success and survival of such ventures requires utilizing every capacity available, including refined marketing initiatives.
Isar Kiani is an assistant professor of marketing at St. John Fisher College, a marketing consultant and an entrepreneur.