Why Micro-Entrepreneurship Is Flourishing in Different Industries

In this article, we’ll look at how different industries are opening up for small players. And why now might be the best time ever to build something of your own.

Real Estate is Opening Up for Small Players

Getting into real estate used to mean long hours at a brokerage, high startup costs, and years of waiting to build a reputation. That’s changing fast. Today, more people are stepping into the real estate space on their own terms and succeeding.

Thanks to digital tools and flexible platforms, freelance agents and small property investors can now run lean businesses without needing to be part of a big firm. Tools like online CRM systems, listing platforms, and virtual tour apps have made it easier than ever to manage leads, show homes, and close deals — all from a laptop or phone.

In an interview, Kim Lee, Realtor of Kim Lee Real Estate, said,  “Real estate isn’t just about properties — it’s about people, timing, and knowing how to guide each decision with confidence. And today, buyers and sellers want local insight, market strategy, and someone who understands what’s really at stake.” 

That shift is exactly why small real estate professionals are growing. 

Social media has also played a big role. Agents no longer rely only on print ads or word-of-mouth. They’re using Instagram, TikTok, and YouTube to show behind-the-scenes looks at properties, offer advice, and build trust with their audience. A short video tour or a helpful post can reach thousands of clients — without spending on ads.

Even paperwork is simpler now. Digital contracts, e-signing tools, and mobile-friendly document sharing mean deals can happen faster, with less hassle. This saves time and gives micro-entrepreneurs a competitive edge. 

I spoke with Dan Close, Founder and CEO at We Buy Houses in Kentucky. He shared, “Nowadays, homeowners don’t want long listings or drawn-out closings — they want clarity, quick offers, and flexible timelines. The fewer the delays, the easier it becomes for them to sell on their terms, especially when they’re dealing with urgent life changes.”

Health & Wellness Is More Accessible

Starting a business in health and wellness used to be tough. You needed a physical studio, expensive equipment, or a clinic setup. But things are shifting. Now, professionals in the space — from fitness coaches to online doctors — are finding ways to serve people directly, without the old barriers.

One of the biggest changes has come from telehealth. Instead of opening a clinic, doctors are now offering care from behind a screen — and patients are responding. 

Htet Aung Shine, Co-Founder of NextClinic, said, “People aren’t just looking for fast care — they want to avoid the wait, the travel, and the paperwork. Giving them a secure way to speak with a licensed doctor and get a medical certificate or prescription has completely changed how they approach their health.”

This same shift is happening across wellness. 

Personal trainers, diet coaches, and skincare experts are showing up online — often just with a phone, some real knowledge, and a way to book sessions or sell products. They start by offering free tips or routines, build trust through consistency, and slowly grow loyal audiences who want more — all without needing a physical space to get started.

A big part of this shift also comes from smarter clinic software. Many health entrepreneurs now use tools built specifically for how they work. 

“Wellness clinics today want more than a place to store records — they need software that understands their flow, adapts to their needs, and helps them offer a smooth experience from consult to follow-up,” says Satyajit Mandal, Head of Global Sales at CLINICEA. “The right tech doesn’t just make admin easier — it frees up time to focus on care, which is what clients remember most.”

For those creating products like skincare, platforms like Shopify make it easy to open a small online store. No need for a physical shop or a big team. Coaches and consultants also use simple tools to manage bookings, schedule sessions, and get paid — all online.

People today don’t just want a generic fitness plan or a one-size-fits-all skincare kit. They want someone who gets them. This is why micro-entrepreneurs are doing well — they listen, they care, and they build relationships that go beyond a sale.

Even better, health and wellness content spreads fast. A helpful reel, a transformation story, or a daily routine post can go viral and bring in clients from across the world.

A big example is Golde. It’s a wellness brand started by Trinity Mouzon Wofford with just a few turmeric blends sold online. She started small, focused on simple wellness products, and used platforms like Instagram to grow. 

Now, Golde is stocked in major stores like Target — but it all began as a small, self-funded business built through content, community, and consistency.

Independent Fashion Brands Are Growing Online

A lot of people are building small, personal clothing lines from home — and doing really well. With Etsy, Depop, and BigCartel, designers don’t need to wait for a big break or a store. They just need a clear style, good photos, and a reason people should care.

What’s working now is honesty and uniqueness. People want clothes that tell a story — not just another fast fashion item. Indie designers are creating slow, small collections with purpose. 

Some focus on vintage, others on handmade, or styles that reflect a culture, lifestyle, or belief. These kinds of brands connect better with buyers who want something real.

Social media is also a huge part of this. Designers show behind-the-scenes clips, explain their process, or model the clothes themselves. 

Even a 10-second reel can bring hundreds of visitors to their shop. And since everything’s digital, they can run the whole business from a laptop . 

It’s also easier to test ideas. Designers can post a few sketches, take pre-orders, or run limited drops. They don’t need to invest thousands upfront. That freedom helps them stay creative and learn what their audience loves.

Many independent home design brands are seeing similar growth by focusing on timeless elements like colour, pattern, and emotional connection. Amanda Newton, Founder & CEO of Jimmy Cricket, says, “People don’t just want to decorate — they want their spaces to feel personal, expressive, and lived-in. A single wallpaper pattern can change the mood of a room, so the story behind the design matters more than ever.” 

It’s this kind of detail and design-led thinking that’s helping smaller interiors brands gain loyal followings

Lisa Says Gah is a prime example for us. This is a well-known indie fashion brand that started as a one-woman operation in San Francisco. 

Founder Lisa Bühler began by curating pieces from independent designers and sharing them online with a strong aesthetic and message. Through Instagram and a Shopify store, the brand grew into a cult favorite — all without relying on traditional retail.

Small Education Brands Are Growing Fast

A lot of people are turning what they know into small education businesses. Some are tutors. Others make their own online courses. Some just record lessons on YouTube or post helpful tips on TikTok. And it works — because there’s always someone out there who wants to learn.

Brian Curran, Founder of DraftingServices.com, says, “When you teach something technical, like architecture or drafting, what people care about most is clarity. If you can explain complex steps in a simple, visual way, students remember it — and they come back for more.” 

You don’t need to be a big school or have a degree in everything. You just need to explain things in a way people understand. That’s what builds trust. People are tired of boring lessons. They want real advice from someone who’s been through it, who knows how to help.

Platforms like Teachable, Kajabi, and Gumroad make it simple to turn a course idea into a product. But even without all that, some educators just use email and Zoom. They offer 1-on-1 sessions, group classes, or even short paid guides. And because it’s online, they can reach students from all over the world.

Ernestas Duzinas, Founder & CEO of GoTranscript Inc, adds, “Educational content just needs to be clear and accessible. Transcripts, captions, even translated material help reach more people, especially when teaching online.” 

The best part? It’s flexible. Tutors and coaches can set their own hours, choose who they want to work with, and keep things small if they want. Some people start with just a few students and grow by word of mouth.

Technology Is Letting Solo Creators Build Big Things

You don’t need a huge team to build something in tech anymore. One person with a smart idea and the right tools can create a product, launch it, and start earning — all from home.

That’s exactly what many solo founders are doing today. They’re building lightweight apps or tools that solve practical problems — like tracking expenses, helping freelancers invoice faster, or simplifying investment planning for beginners. And because the focus is on solving one specific need, they can move fast without a team.

Eduard Tupikov, CMO and Co-Founder of Finelo, advises, “A good tool doesn’t need to be complex. If someone can open your app and understand their finances in under a minute, you’ve done your job. That’s what builds trust and keeps people using it.”

This shift is being driven by how accessible tech has become. No-code platforms, GPT-powered tools, and AI APIs allow one person to go from idea to launch in weeks. Most solo builders don’t chase hype. They focus on solving one problem well — and that’s why they’re gaining real traction.

Eyal Oster, CEO of WEM.io, puts “Tech used to be locked behind layers of complexity, but now one person with the right platform can build what used to take a team of developers. No-code is shifting the focus from how to build to what to build. That opens the door for creators, consultants, and entrepreneurs to test ideas quickly, adapt fast, and scale only when needed.”

Many of these solo builders test ideas fast. They make something small, share it on Twitter or Reddit, get feedback, and keep improving. They don’t need outside funding or big launches — just a solid product that helps people.

Notion is a good example here. It started as a small project with a simple idea — to replace scattered tools like notes, docs, and task lists with one clean workspace. In the early days, it was built by just a handful of people.

The team focused on design, simplicity, and giving users flexibility to create their own systems. Word spread through communities like Reddit and Twitter, and it grew fast — all without a big marketing budget. Today, Notion is used by 100 millions and still carries that “built-for-creators” spirit that helped it take off in the first place.

Finance Is Getting Easier for Solo Advisors

Money used to feel like a topic only big firms could handle. But now, more freelance finance pros are starting small and helping clients in smarter, more personal ways. Whether it’s helping startups manage their cash flow or guiding someone through taxes, solo advisors are building real businesses — all from a laptop.

The biggest change? You no longer need an office, a receptionist, or a bank meeting. Tools like Stripe Atlas, Mercury, and Wise make it super easy to open business accounts, send invoices, and even handle international payments — all online. It means one person can now do what used to take a whole team.

According to Michael Ferguson, CEO of Stock Market Guides, “Many people want to start investing or trading. But they don’t know where to begin or who to trust. Showing the backtested performance of every trade setup gives them confidence. That kind of transparency is what solo finance professionals need if they want to stand out today.” 

At the same time, many solo advisors are building their own systems. They’re using simple tools like Notion, Airtable, or Excel to create trackers, dashboards, and calculators tailored to specific client needs. 

Some of those tools are even turning into digital products — helping advisors create a second income stream while supporting more people at once.

“When a client comes in stressed about taxes or bookkeeping, the real value is in simplifying the process. Clear explanations, up-to-date reporting, and proactive planning help them stay ahead,” adds Raymond Leung, Founder & Financial Strategist at Pivot Advantage. 

Social media also plays a growing role. LinkedIn posts, short YouTube videos, and even free templates are helping solo finance pros share knowledge in a way that builds trust — no ad budget required. For many clients, it’s not about big branding — it’s about finding someone they feel comfortable asking hard money questions.

And now, even beginner investors are getting support from tools made by solo founders. These aren’t just calculators — they’re full trading systems, dashboards, or guided investing platforms that simplify market access.

“Retail trading is getting smarter. Most people aren’t just looking for stock tips anymore. They want real context, risk tracking, and tools that help build long-term habits. When everyday traders use these systems, they start to approach the market with more clarity and control,” adds Julian Merrick, Founder of SuperTrader. 

Home Services Are Easier to Start Now

Starting a local service business used to mean spending a lot up front — buying expensive tools, printing flyers, hiring help, and waiting months for word-of-mouth to kick in. But over the past few years, that’s changed. People are launching real, sustainable businesses from their garage, spare room, or van — and they’re doing it with less money, more flexibility, and better tools.

This is especially true in cleaning — where speed and reliability matter more than scale. Many people running short-term rentals need fast, consistent service, often between guest check-ins. This has opened the door for solo cleaners or small teams who specialize in vacation properties and know the local rhythm.

“Short-term rental hosts should always leave at least a two-hour gap between guests. It gives cleaners the time to reset the space properly — not just clean, but check for missing items, restock supplies, and flag anything unusual,” says Chris Hall, Owner of North Lake Tahoe Cleaning.

The rise of local trust is another major shift. Customers today care less about big company names and more about who’s showing up at their door. When people know they’re dealing with someone local, they’re more likely to stick with that provider and recommend them to others. A single good Google review can go further than a billboard.

This shift has been especially noticeable in trades like plumbing and leak detection, where urgency plays a big role. One missed call or delayed response can cost a client thousands in water damage or repair bills. That’s where micro-entrepreneurs are standing out — they’re fast, available, and focused on building systems that support quick, clear communication.

“Most homeowners don’t know what signs to look for. If the water bill’s rising without explanation, or there’s a damp spot that won’t dry, that’s the time to call — not after the damage spreads. The earlier you catch it, the cheaper it is to fix,” mentions Luis Tabango, Founder & CEO of Leak Experts USA.  

And while services like leak detection may require specialized tools, most pros are now using compact, mobile-ready equipment that fits in a small van or car. What matters more is knowing how to use those tools and earning client trust with clean communication. 

Roofing has also shifted in similar ways. It’s still a demanding trade, but the path to starting a small roofing business is more open than ever. Instead of competing with national chains, many roofers are focusing on doing solid work in their own neighborhoods — and building slow, steady growth through referrals and real conversations.

“The biggest gap I see is homeowners waiting too long to act,” says Harry Singh, Owner of Keystone Roofing. “If the roof is over 15 years old, it needs checking twice a year. A five-minute visual inspection after heavy rain can save you thousands later. You don’t need to be an expert to notice missing shingles, pooling water, or soft spots. That’s when you call someone in.”

AI Tools Are Powering Solo Startups

You don’t need a team of developers or a big investor behind you to launch something in tech anymore. Thanks to AI tools, solo founders are creating apps, automations, and digital products that solve real problems — all from their laptop, often in just a few weeks.

What used to take a full team — design, engineering, copywriting, marketing — can now be managed by one person using smart platforms. With GPT-powered builders, AI APIs, and no-code tools, even non-technical founders can build and launch something functional. They can go from an idea to a working product — complete with a landing page, integrations, and automated workflows — without writing a single line of code.

One area seeing huge momentum is email outreach. Xinrun Han, Marketing Manager at Mailgo.ai, shares, “Cold email, once time-consuming and hit-or-miss, is now being transformed by AI. Founders are using machine learning to personalize, rewrite, and test emails in ways that used to require whole marketing teams.”

Another area where AI is giving solo builders an edge is in content and credibility. From newsletters to blog posts to landing pages, founders are relying on AI to speed up creation — but there’s also growing concern about trust. That’s where tools built around AI content verification are gaining traction.

Anup Kayastha, Founder of Checker.ai, shared, “AI content is everywhere now, but trust isn’t. If a tool can’t show where its information comes from or how it checks for accuracy, people won’t rely on it. Builders who focus on credibility and traceability are going to win in the long run.”

And then there’s legal — one of the most traditionally slow-moving industries — now being shaken up by solo builders who are automating tasks like contract creation, document reviews, and client onboarding. These aren’t meant to replace lawyers, but to streamline the parts of legal work that take time and cost clients more than they should.

“At DraftAid, we've witnessed how AI-driven automation empowers solo engineers and small teams to achieve what once required entire departments. By converting 3D models into precise 2D fabrication drawings in seconds, our platform eliminates repetitive tasks, allowing innovators to focus on design and innovation. This democratization of advanced drafting capabilities is revolutionizing how solo entrepreneurs bring products to market,” says Mohammed Al-Arnawoot, CEO of DraftAid. 

Many of these tools aren’t trying to reach millions. They start small — a subreddit, a Product Hunt launch, a tweet thread. Founders collect feedback, ship updates, and focus on solving one specific pain point well. Some grow quietly through word-of-mouth. Others turn into full-time businesses with a few hundred paying users. Either way, the barrier to entry is lower than it’s ever been.

Specialized Trades Are Going Solo

Starting a business in trades like tree removal or hardwood flooring used to mean having a full crew, a yard full of gear, and deep industry ties. But that’s changed. Today, skilled tradespeople are striking out on their own — and finding more success than ever.

What’s driving it? Real skill, built over years of hands-on work. Take tree removal, for example. Professionals who’ve spent years learning how to safely handle dangerous jobs are realizing they don’t need a big company behind them to earn trust.

“You don’t need a huge team to do safe and professional tree work — you just need experience, smart planning, and good communication,” says Jake Emmanuel, Business Owner & CEO of Trees By Jake. “Most clients just want to know their property is in good hands. If you show up when you say you will and explain the job clearly, people remember that.”

With a few tools, a good name, and a phone full of local contacts, these pros are building real businesses on their own terms.

Running a trade business is also a lot simpler now. Invoicing, quotes, and schedules can all be handled right from a phone. There’s no need to chase paperwork or hire extra help just to stay organized. Even marketing has changed. A few solid reviews, a clean website, and good job photos often work better than a paid ad.

For many flooring professionals, the real challenge isn’t finding work — it’s getting materials that show up on time and match the spec. 

Daniel Tynan, Founder of Pro Hardwood, said, “When the product is consistent and delivery is on point, everything else falls into place. It lets crews stay focused on doing great work instead of chasing down missing shipments.”

Pest Control is Becoming a One-Person Business

Pest control used to feel like something only big companies could handle. But that’s changing. More professionals are starting their own independent pest control services and customers are responding well.

It’s more direct, more personal, and often more effective. These pros have years of hands-on experience. They’ve seen the same problems again and again, so they know exactly what to do. They also work with focus. Instead of juggling too many appointments or pushing extra services, they focus on getting the job done properly.

That kind of approach builds trust quickly. People get fast replies, clear answers, and a treatment plan that actually works — often within the same day.

James Rhoades, Founder & CEO of ThermoPest, mentions, “When someone reaches out, they want the issue handled quickly and with care. Heat treatment makes that possible — it’s fast, safe for families, and done in a single visit. That gives people real peace of mind.”

With tools like Google reviews, simple websites, and videos that show their process, these solo operators are building strong reputations — and real businesses — one call at a time.

Electronics Repair is Finding Its Audience

A few years ago, if your phone died or your laptop wouldn’t turn on, your only option was a big chain or mailing it to the manufacturer. These days, a growing number of independent repair pros are stepping in — and customers are loving it.

What sets them apart is skill and honesty. Many of these solo experts work at the board level, fixing tiny components that most shops won’t even attempt. They’re the kind of people who can bring back a water-damaged phone or recover photos from a dead hard drive. That’s why they’re gaining serious trust — especially on platforms like YouTube, Reddit, or TikTok.

Joe Montanti, Founder & CEO of MDRepairs, says that trust starts with doing the hard jobs right. “When someone sends in a device that’s already been turned away by three other shops, the pressure’s high. But that’s also where skill matters most — and when it works, it changes everything for the customer.”

Instead of pushing ads, many repair pros just post real fixes. A short video showing how they saved a MacBook or revived a broken iPad builds instant credibility. It doesn’t need millions of views — just one good result can turn into dozens of new clients. Word spreads quickly when someone finally fixes what others couldn’t.

And now the logistics are simpler, too. Some shops take mail-in repairs from across the country. With a clear process, tracking updates, and helpful support, even a small team can build nationwide reach. 

Clean repairs need clean environments — just like clean air keeps a home or office running better. It also helps protect delicate electronics from dust and heat damage,” shares Tim Scott, CMO of Wonderfil Air Filters. 

Handmade Retail Is Growing from Home

Shoppers are changing the way they buy. Instead of heading to chain stores or browsing generic catalogs, more people are choosing handmade — not just for the product, but for the meaning behind it.

That shift has opened new doors for small makers. Whether it’s a custom engagement ring or a hand-thrown mug, buyers want to know who made it and why. A piece feels different when it’s created by someone who shows the process, shares the story, and puts real care into every detail.

Matt Bick, Director of Alan Bick Engagement Rings, sees it every day. He explains, “People don’t just want something beautiful — they want something that feels personal. When they see how a ring is made, step by step, it becomes more than jewelry. It becomes part of their story.”

With tools like Instagram Shops, Etsy, and Shopify, selling handmade goods has never been easier. A few well-lit photos, honest descriptions, and behind-the-scenes clips are often enough to build trust and steady sales — no fancy marketing team required.

Wellness Creators Are Turning Advice Into Product Brands

Martin Seeley, CEO & Senior Sleep Expert at Mattress Next Day explains his personal experience, “Health and wellness are no longer just the domain of big brands or medical professionals. More and more, real growth is coming from individuals — people who’ve spent years studying one problem and sharing what actually works. In the sleep space, I started as a sleep expert, writing blog posts and research on sleep, and ended up with a full product line.

It’s a shift that feels simple but powerful. Instead of promoting someone else’s products, these creators are launching their own — pillows, supplements, sleep masks, digital guides. 

They’re not trying to be everywhere. They focus on making one thing really well. Shopify, WooCommerce, or even a single Notion page can get it off the ground. Add some real reviews, a few process videos, and consistent content — that’s enough to grow.

“Sleep plays a bigger role in long-term health than most people realize. It’s connected to memory, metabolism, and even how well your body fights illness. When wellness creators focus on solving sleep-related issues with clarity and science-backed ideas, they’re actually helping people live better,” says Jason Buchwald, Emergency Medicine Physician and Senior Medical Reviewer at TrustMedical. 

Final Thoughts

These days, more people are starting small businesses that work around their life. It could be a fitness coach sharing tips online, a designer selling clothes from home, or a lawyer helping clients without a big office. What matters most is being helpful, real, and easy to reach.

You don’t need a lot of money or a big team to get started. With the tools we have now, one person can do a lot — from finding customers to getting paid. People also care more about who they’re buying from.

This way of working is growing because it gives freedom and makes things more personal. It’s not just for experts or big brands anymore. Anyone with a skill or idea can try.

 *The San Francisco Examiner newsroom and editorial were not involved in the creation of this content.