- Passion Seekers – People who launch their business because they were passionate about the idea/topic, to create a legacy, or to build something unique.
- Lead Players – Business owners whose main motivation is the desire to be their own boss and take ownership or control. Maybe a trade employee who wanted a higher share of income.
- Necessity Entrepreneurs – Those who have started their business venture out of necessity, such as the loss of a job, needing to supplement their income, or because it was the only viable option for them.
- Career Climbers – SMEs who are the most motivated by career opportunities, such as role variety and chances to progress to more responsibility.
- Community Builders – Business owners who feel they are contributing positively to the community or that have a focus on sustainability or helping other people.
- The Reassessors – People working at companies that have been established in the last two years and are largely motivated by the opportunity for greater life flexibility and freedom.