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FOR IMMEDIATE RELEASE

AEO Releases Groundbreaking Insight Brief on Transforming Small Business Support Through the Business Health Assessment

May 2025 — Washington, D.C. — The Association for Enterprise Opportunity (AEO), the nation’s leading voice for innovation in small business has released a new insight brief, Transforming Small Business Support: Scaling Impact with the Business Health Assessment (BHA). The publication presents findings from AEO’s 2024 pilot program conducted in collaboration with five Business Support Organizations to test and enhance the Business Health Assessment—an innovative tool designed to transform how entrepreneurs receive technical assistance.

The BHA provides entrepreneurs and business coaches with a clear, actionable snapshot of a business’s strengths, challenges, and growth opportunities. With over 140 entrepreneurs participating, the pilot revealed that the tool not only streamlined data collection but also deepened the quality of support by centering the entrepreneur’s perspective and values.

“Supporting small businesses requires more than just metrics. It demands a holistic understanding of the entrepreneur’s vision, stressors, and values,” said Natalie Madeira Cofield, President & CEO of AEO. “The Business Health Assessment is transforming the way we support business owners by equipping coaches with the insight needed to provide smarter, more empathetic guidance at scale.”

Key insights from the brief include:

  • Streamlined Data Collection: The BHA enables coaches to start with a comprehensive view of the business, allowing time for deeper, more meaningful engagement.

  • Entrepreneur-Centered Design: The tool integrates quantitative metrics with qualitative insights to reflect entrepreneurs’ lived realities.

  • Modular Assessment Model: A phased approach helps build trust and ensures relevance throughout the coaching relationship.

  • Technology-Driven Personalization: AI enhancements could tailor assessments and provide dynamic, individualized outputs.

  • Real-World Impact: Entrepreneurs used the BHA to identify blind spots, set priorities, and reflect on key areas like financial management and operations.

Program partners praised the BHA’s transformative impact.

“The AEO and its Business Health Assessment have been crucial in helping St. Louis entrepreneurs see business ownership holistically. As a result, two dozen entrepreneurs now better understand the importance of cash flow, customer relations, and other key factors for their success,” said Kevin Wilson, Executive Director of the St. Louis Small Business Empowerment Center.

The pilot emphasized the need for continued innovation and flexibility in small business support tools—especially for diverse and underserved entrepreneurs. Seventy-five percent of BHA users were women, and the majority identified as entrepreneurs of color, reinforcing the importance of tailored, inclusive solutions.

The insight brief was authored by Lori Diane Smith, Senior Research Advisor at AEO, and Brendan Landry, former Innovation Portfolio Manager, with support from Capital One. Program partners included ONABEN, the St. Louis Small Business Empowerment Center, the DEC Network, UPTIMA, and the Washington Area Community Investment Fund (Wacif).

To read the full brief and explore AEO’s research, visit www.aeoworks.org.