by Veronica Cardinale Ellinger, CEO, Murphy Business Sales
At the beginning of every New Year, ranking lists that reflect top trends for the year are prevalent. In business brokerage, top business trends are circulating, especially in the current turbulent job market. Interest in small business ownership is rising, driven by a desire for autonomy, greater income potential, flexibility, and the freedom to carve their own path. Headlines each year highlight industries labeled as “hot,” ranging from home services and healthcare-adjacent businesses to rapid-growth franchises and technology-enabled service companies expanding across the U.S.
While these trends can point to opportunity, they don’t answer the most important question for prospective buyers: Is this business the right fit for me?
Anyone exploring small business opportunities must learn to balance market trends with personal fit. Success doesn’t come from simply choosing what’s popular; instead, owners thrive when they select businesses that match their individual skills, aspirations, and lifestyle.
To find lasting success, it’s important to look past hype and headlines. This guide breaks down how to evaluate small business opportunities beyond industry buzz, equipping buyers to make informed, sustainable decisions.
Trending industries often gain attention for good reason. They typically show:
Service-based businesses and essential industries, along with recurring-revenue models, often excel during uncertain markets. These features attract both first-time buyers and seasoned entrepreneurs, making them appealing choices.
However, trend strength alone does not determine an individual owner’s long-term success.
Buying a business based only on popularity may bring unexpected challenges. A profitable business on paper can actually demand more hands-on involvement, require unfamiliar skills, and introduce high-stress periods linked to seasonal changes or staffing issues.
Even strong businesses can become overwhelming without proper alignment. Fit plays a major role in determining whether an owner thrives or faces burnout.
Best fit extends beyond selecting a preferred industry. It considers how closely a business matches the owner’s abilities, expectations, and long-term vision.
Key fit factors include:
Some businesses require daily operational involvement, while others allow for more strategic oversight. Buyers should assess whether they want to:
Industry experience can help, but it is not always required. Many buyers succeed by applying transferable skills such as:
Businesses that rely on strong systems and documented processes are typically easier to transfer to new owners.
Different business models create very different lifestyles. Important considerations include:
Businesses may deliver similar revenue yet create very different day-to-day experiences for their owners.
While many buyers focus solely on industry trends, it is also important to evaluate how a specific business operates.
Key areas to examine:
A well-managed business in a less “exciting” industry may outperform a trendy one with weaker fundamentals.
Trends offer useful context and signal where demand is increasing. Still, buyers should treat trends as helpful input—not as the sole deciding factor.
Trends can help buyers:
When buyers combine trend analysis with fit evaluation, the result is a powerful tool that supports sound decisions rather than a distraction.
Many early-stage buyers fall into predictable traps, including:
Through education, guidance, and clear expectations, buyers can sidestep costly missteps.
A thoughtful business search typically includes:
This process empowers buyers to narrow down their options efficiently and take confident steps forward.
Trends come and go, but consistent success depends on how well the business matches the owner’s skills, values, and desired lifestyle.
The best small business opportunity is one where:
For aspiring small business owners, prioritize finding a business that fits your goals and skills, not just following trends. This focus will set you up for lasting success.
Thinking about buying a business? A local broker who knows your market can help guide the process. To learn how to choose the right business and better understand the buyer journey, download our free buyer guides.