Starting a small business is never easy, but breaking into the holistic niche comes with its own unique set of challenges. While the demand for natural wellness products and services is growing, getting a holistic business off the ground is far from straightforward. The reality is that, despite the encouragement for entrepreneurs, actual support—financial or otherwise—is extremely limited.
The Funding Struggle
One of the biggest hurdles is securing funding. Grants for small businesses, especially those in the holistic sector, are almost nonexistent. Many aspiring business owners turn to government programs like the New Enterprise Allowance (NEA), only to find that the financial support offered is minimal. While the NEA can provide a small allowance and mentorship, it falls far short of what’s needed to launch and sustain a business, particularly when factoring in costs like inventory, website maintenance, and marketing.
Jobcentres and local councils also offer little to no help in obtaining additional funding. Even when small business owners apply for loans or grants, the process is often so restrictive that many are excluded from receiving aid. If there are any council grants available, they are either not promoted well or there is a general lack of knowledge about them, making accessing such grants exceedingly difficult or even impossible. Without substantial savings or external investment, many entrepreneurs find themselves struggling to get their business off the ground, let alone keep it running in the long term.
Additionally, securing loans for many small businesses is another major challenge. Many lenders require evidence of sufficient profit to ensure repayment, which new businesses often cannot provide. This lack of financing options further hinders the ability to grow, expand, or invest in necessary infrastructure, creating a cycle where small businesses remain stagnant due to financial constraints.
Advertising Limitations
Once a holistic business is established, the next major challenge is visibility. Unlike large corporations with massive advertising budgets, small businesses rely heavily on organic marketing and word-of-mouth. However, getting seen online is far from easy. Social media is a key tool, but it comes with its own set of roadblocks.
Facebook groups, which are often the go-to spaces for holistic communities, impose strict advertising limits. Many only allow one business-related post per week, making it difficult to maintain consistent visibility and engagement. Competing with well-established brands in a highly saturated market becomes an uphill battle when advertising options are so restricted.
Beyond Facebook, other advertising options can be costly. Google Ads and paid social media promotions can quickly eat into a tight budget, and there’s no guarantee they’ll yield results. Unlike mainstream industries, holistic businesses often face extra scrutiny due to misinformation concerns, making it even harder to gain traction online.
Lack of Support from Family and Friends
Another major difficulty for many small business owners is the lack of support from family and friends. Starting a business is already a daunting challenge, but without encouragement or understanding from those closest to you, it becomes even harder. Many entrepreneurs in the holistic industry find themselves facing skepticism or indifference from loved ones who may not see their business as a “real” career. Without emotional support or even a reliable network to help spread the word, the journey can feel incredibly isolating.
Family and friends are often the first customers of a small business, helping to generate initial sales and word-of-mouth referrals. When that support is lacking, business owners not only miss out on emotional encouragement but also on potential early revenue and organic marketing. If loved ones are uninterested or dismissive, it forces entrepreneurs to work even harder to build credibility and attract customers from scratch—all while managing the usual financial and advertising struggles.
Through personal experience, some family members may also misinterpret a request to support a small business as an expectation to financially prop it up by thousands of pounds, rather than simply diverting some of their regular purchases—such as gifts or household items—from major retailers like Amazon to the small business instead. This misunderstanding can further strain relationships and make an already difficult process feel even more discouraging.
Barriers to Expansion
The lack of initial sales and grants also makes it difficult for small business owners to expand into other areas they may be interested in. Dropshipping options are limited in certain sectors, such as stationery, board games, and wargames. Some suppliers, like Asmodee, insist on minimum order quantities (MOQs), making it financially unfeasible for small businesses to stock their products. Others, such as Games Workshop, require a business to have a physical brick-and-mortar shop, which is simply not possible for many due to financial constraints and the high overhead costs of running a physical retail space. These barriers prevent small businesses from diversifying their offerings and competing effectively in the market.
Additionally, established brick-and-mortar businesses in the same niche may be hesitant to support, promote, or affiliate with smaller online businesses. Many fear losing customers or see online competition as a threat rather than an opportunity for collaboration. This lack of industry support further isolates small businesses and makes it harder for them to gain credibility and reach a wider audience.
Consumer Trust and Perception
Another challenge is consumer trust. Larger retailers have built strong reputations over time, making it easier for customers to feel confident purchasing from them. Small businesses, on the other hand, struggle with visibility, financing options, and credibility. Without strong brand recognition, customers may hesitate to buy from a smaller business due to concerns about reliability, return policies, or product quality. The lack of financing options for businesses can also mean fewer payment methods or security assurances, making potential customers even more wary. This creates yet another hurdle that small businesses must overcome to establish themselves in the market.
The Reality of Running a Holistic Business
Despite the challenges, many entrepreneurs remain passionate about their holistic businesses, offering products and services that promote well-being. However, the lack of funding opportunities, advertising constraints, and emotional support make it difficult to grow. For those looking to start a business in this niche, it’s important to be aware of these hurdles and have a strategy in place for navigating them.
While perseverance and creativity can go a long way, the reality is that small business owners in the holistic industry need more support—whether through grants, accessible funding options, or fairer advertising opportunities. Until these issues are addressed, many will continue to struggle to turn their vision into a sustainable business.
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