As the wife of one such small business owner I know that money can be tight. There are suppliers, contractors and bills to be paid and when you want to get new business in, you just want to get on with it. You don't have the time or the money to spend chewing the fat and 'thinking outside the box' but that's exactly what the words 'marketing strategy' conjure up for me. So there's work to be done; the marketers (and I do count myself among them) need to come up with a more savvy name than 'marketing strategy' for this initial step , so that small businesses don't run a mile, and can see the real value in spending just a little time thinking through what they're going to do to promote their business and how they're going to measure its effectiveness. Otherwise, they could waste a lot more time and money in the long run.