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How can a small business stand out?

Welcome and thank you for participating in this survey!

My name is Julian Slippens, and I am currently completing my Master’s in Sustainable Business Transition at HU University of Applied Sciences Utrecht. For my thesis, I am conducting research in collaboration with Studio Wae, a sustainable design company that creates circular tiles and outdoor products.

The aim of this research is to explore how Studio Wae can position itself more effectively to stand out to municipalities, with the ultimate goal of increasing their chances of being selected for municipal sustainability projects.

This survey is intended for professionals in the fields of branding, marketing or positioning, and will take approximately 5–7 minutes to complete. All responses are anonymous and will be used solely for academic purposes.

Thank you for your valuable input – it is greatly appreciated!

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1

What is your current professional role?

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2

How many years of experience do you have working with positioning strategies for businesses?

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3

How familiar are you with municipalities as a target audience for sustainability-oriented business positioning?

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4

Have you worked with small sustainable companies before?

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5

Small businesses should emphasize their unique sustainability focus to stand out from larger competitors.

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6

Specialization (e.g., niche services or materials) is a strong driver for competitive positioning.

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7

In a crowded market, it is more effective to focus on one unique strength than multiple general qualities.

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8

In your opinion, how effective is storytelling in helping small sustainable companies differentiate themselves?

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9

Small businesses that clearly communicate their impact tend to perform better in municipal selection processes.

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10

A clearly defined brand promise is essential for positioning a small sustainability-driven company.

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11

What aspects do you think municipalities value most in a sustainability partner?

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12

Municipalities are more likely to choose small businesses that offer practical and measurable solutions.

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13

Clearly linking brand messaging to SDGs (Sustainable Development Goals) increases municipal interest.

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14

Demonstrating long-term value is more important than short-term gains when appealing to municipal stakeholders.

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15

Misconceptions about reliability or scale often reduce municipalities’ willingness to work with smaller businesses.

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16

Proactively addressing municipality concerns (e.g., continuity, certification) increases a small company's chances.

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17

To what extent do you agree that company values and culture should be part of external positioning?

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18

Internal clarity (vision, team, purpose) contributes significantly to a company’s positioning success.

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19

Maintaining consistency in sustainability messaging builds long-term credibility with municipalities.

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20

What are the most effective brand assets for reinforcing sustainable positioning?

(Select all that apply)
21

Considering that municipalities in the Randstad primarily select sustainable partners based on social impact (People), followed by environmental responsibility (Planet), and then financial viability (Profit), which positioning strategy would best suit a small sustainable company like Studio Wae?

(Select the most fitting option)
22

What do you believe Studio Wae should emphasize most in its communication with municipalities to stand out?

(Select up to two options)
23

What is a common positioning mistake that small sustainable companies should avoid when approaching municipalities?

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