The self-employed market is somewhat difficult to measure because every survey seems to define the market differently. But the national organization Working Today estimates that self-employed workers comprise as much as 30% of the U.S. workforce. Millions of people have started their own businesses after being laid-off or have simply decided to take advantage of the freedom and flexibility offered by today’s advanced technology and telecommunications options. Many self-employed workers began their businesses to bridge the gap between jobs, and then chose not to return to the commutes and cubicles of the 9-to-5 corporate world.

Self-employed workers are sometimes soloists and sometimes the leaders of micro-businesses, defined as those having fewer than 10 employees. They are often categorized as part of the SOHO market, though SOHO would also include telecommuters who work remotely for larger companies. They work in nearly every industry imaginable, usually offering services rather than products, and nearly all are computer-reliant.

There is enormous potential to provide information and services to the self-employed. Those just starting out (or trying to work up the courage to venture out on their own) will inevitably have questions on topics ranging from legal and financial issues to time management to marketing strategies. However, self-employed workers tend to be extremely busy trying to keep their businesses afloat, therefore they will not waste time with a web site that does not give them exactly what they’re looking for. People are emotionally connected to this topic. Self-employment affects ones whole life. A “helping hand” approach may yield loyal readers.

The primary audience for Self Employed.com is financial decision-makers, whether they work solo or head a micro-business or small company. Titles are not particularly significant in this market because a self-employed worker will be arbitrarily self-titled and will typically be the only decision-maker involved in directing the business.