DEMAND GENERATION: Should you be marketing to entrepreneurs?

Intuit and Telefónica are some of the latest brands to support entrepreneurship initiatives in the UK. But is there too much focus on this tiny, impoverished audience? Maxine-Laurie Marshall reports

Entrepreneurs and SMEs are like gold dust at the moment, everyone seems to want a piece of them. Software provider, Intuit has recently announced its ‘100Up’ initiative – a new community of 100 entrepreneurs. Telefónica, meanwhile, has just launched Wayra in the UK – a search for technology entrepreneurs to take part in its accelerator programme, and Deloitte recently announced the SMEs chosen to take part in its Social Innovation Pioneers programme.