Canada’s Small Business Moment: Help Shape a National Study with TerraNova360

Small and medium-sized businesses (SMBs) are more than just the backbone of the Canadian economy—they are the heart of our communities. From family-owned shops on Main Street to rapidly growing tech startups, SMBs account for nearly 98% of all employer businesses in Canada. Yet despite their scale and importance, the voices of small business owners often go unheard in national conversations.

That’s about to change.

At TerraNova360, we’re preparing to launch a Canada-wide study on the future of small and medium-sized businesses—and we want to hear from the people who live and breathe it every day: you.

Why This Study, and Why Now?

Small businesses across Canada are facing a wave of change—from economic uncertainty and labour shortages to shifting consumer habits, technological disruption, and regulatory demands. Yet existing research often misses the nuances of what SMBs are truly experiencing on the ground, especially at a regional or local level.

TerraNova360 is designing a new, data-driven study grounded in the lived realities of Canadian entrepreneurs. Our research will explore such topics as:

• Barriers to growth and innovation

• Talent retention and the future of work

• The impact of tariffs, rising costs and interest rates

• Digital adoption and e-commerce integration

• Inclusion, representation, and community connection

• What support do small business owners need from government and institutions

This initiative is not just for researchers and policymakers—it’s for small business leaders who want their experiences, concerns, and aspirations reflected in real decisions.

What Makes This Study Different?

We’re not just sending out surveys and hoping for responses.

TerraNova360 is engaging with public sector stakeholders to help inform the study’s scope. We’re currently meeting with the City of Toronto and have outreach underway with provincial and federal representatives. Our team is also conducting in-depth interviews (IDIs) with small business owners and leaders from across industries and regions to capture a full picture of challenges and opportunities.

This research is designed to elevate the small business perspective—providing insights that can support smarter programming, better outreach, and more responsive decision-making.

Want Your Voice Heard?

If you’re a small or medium-sized business owner in Canada—or you work closely with one—we’d love to hear from you.

Whether you’d like to participate in the survey or take part in a one-on-one interview, now is the time to share your voice. Help shape a national understanding of the small business landscape in Canada.

Reach out to John Stevenson at john@terranova360.com to express interest or learn more.

Let’s ensure Canada’s small business voices are not only heard—but understood.