The “SMB opportunity.” You have definitely heard this phrase or some form of it batted around, perhaps more frequently as of late. The SMB market has always been a hot topic and a huge focus for managed service providers (MSPs), but as it changes and evolves, it’s interesting to note the rate of IT technology innovation within the SMB space and the corresponding shift in the MSP market.

Today, every company is a tech company, no matter how small. Just like their bigger cousins, SMBs need IT services such as security, constant uninterrupted connectivity, easy solutions that integrate their content management system (CMS), billing, HR, automation of back office processes and tasks, among others.  What once were the technological needs of only large enterprises are now are also becoming common requirements for SMBs.

Spending on IT products and services by SMBs is at an all-time high, and with predictions of a massive increase in SMB IT spend over the next few years, the role of MSPs is becoming increasingly significant.

In fact, according to the Worldwide Semiannual Small and Medium Business Spending Guide from IDC, IT spending by businesses with fewer than 1,000 employees is expected to reach upward of $684 billion in 2021. Small businesses (10-99 employees) will see spending growth of 4.7 percent over the five-year forecast period.

This is kind of a big deal.

The big takeaway here is that SMBs now have enterprise needs — the same technologies, processes and customer requirements that have been exclusive to the enterprise camp for years and years. With this shift, the significance of the SMB-MSP relationship and the need for supreme IT service has never been more evident.

Enter TWT Group, an MSP that offers fully managed IT solutions and strategy to companies with 15-100 employees. SMBs are their bread and butter. For TWT, keeping it small is perfect for them to serve and deliver while keeping with their core values.

TWT operates under the philosophy that MSPs, when they hit upon the right formula, are able to turn IT from a cost center to a strategic advantage for their clients. Not just a churn-through billing machine, but an “attention to detail” business model.

Shawn Freeman, CEO of TWT Group, says that customer satisfaction is paramount among his company’s priorities. Everything stems from keeping the customer happy, and in this case, it means steering clear of servicing larger markets.

“When the companies get too big, we lose the ability to provide personal service,” says Freeman. “MSPs’ value proposition is that they offer a consistent, outstanding experience for all of their clients.”

Shawn Freeman

Shawn Freeman

That personal service aspect, the attention to detail and focus on issues, is critical to retaining customers, and turning them into long-term clients. It makes sense, therefore, that TWT has stayed away from servicing larger markets.

“We turn our customers into raving fans,” says Freeman. “We don’t stop trying to make our client’s businesses more innovative.”

While the focus for many MSPs is growth and expansion, for TWT, small size equals quality. Hiring is not a strategic imperative.

“We don’t want to expand and take on so much business that hiring becomes necessary,” adds Freeman. “It is easier to give that white-glove service with fewer, more experienced employees who are a good, solid culture and vision fit supporting other small business.”

Keeping the focus on being small, it is easier to build relationships, which is everything being an MSP is about.