By Helene Itzkin
As Head of ORT Jet Johannesburg, a division of ORT SA dedicated to supporting small businesses I’ve been reflecting on two decades of change since 2005. What do small business owners, and mentors require in 2025 to thrive. What do future-proof business look like, and how can we ensure our programs remain both timely and relevant in an ever-accelerating world?
Over the past twenty years, the business landscape has undergone a profound shift. What began with face-to-face meetings and analogue workflows has given way to instant connectivity, digital ecosystems, and truly global opportunities. Entrepreneurs today no longer rely solely on individual resilience, they thrive within empowered networks of peers, mentors and partners. And with the pace of change accelerating, the journey from idea to impact has never been more dynamic or more exciting. Over the past two decades, the business world has undergone a seismic shift. From slow beginnings rooted in face-to-face interaction and analogue processes, we now live in a time of instant connectivity, digital ecosystems, and global possibility. The entrepreneurial journey has evolved from isolated resilience to empowered networks and the pace of change shows no sign of slowing down.
2005, a Slower, Simpler Business Era
In 2005, running a business meant paper trails, physical meetings, and local markets. The internet was growing but still secondary, helpful, not essential. Marketing meant posters, print ads, radio, and good old-fashioned word-of-mouth.
Digital tools were scarce and expensive. Cloud computing was unknown. Most business software required large upfront investments, and few had access to expert mentorship, funding opportunities, or cutting-edge insights. Business owners often navigated challenges alone, armed with grit but lacking a community.
The workforce was mostly office bound, clocking in from 9 to 5. Remote work, freelancing, and hybrid models were not on the radar. Social responsibility and sustainability were peripheral concerns, not pillars of business strategy. Small businesses were often hyper local and slow to scale.
2025, a Fast, Flexible, and Fiercely Competitive Landscape
Today, we operate in a radically different world. Digital is no longer optional it’s the default. A social media presence is as essential as a product itself. Businesses can reach customers on the other side of the globe from a kitchen table. AI handles customer service, chatbots close deals, and analytics guide every decision.
Entrepreneurs now have access to an expanded financial toolbox, from crowdfunding to microloans to mission-driven investment. Sustainability is no longer a “nice-to-have” it’s a differentiator, embedded into purpose driven models where environmental and social impact go hand-in-hand with profit.
Work has become borderless. Talent pools are global. Teams operate across time zones, blending full-time staff, freelancers, and gig professionals. Skills have trumped degrees, and flexibility has overtaken hierarchy as the new gold standard.
From Surviving to Thriving
What was once out of reach for small businesses, cloud tools, mentorship, global trade, high-impact marketing, is now at their fingertips. The gap between startup and scale-up has closed. Businesses that once fought to survive now aim to lead, influence, and leave a legacy.
And yet, the challenges remain real, economic shifts, climate volatility, geopolitical instability, and rapid tech advancement mean the ability to adapt is more important than ever. The game has changed but so has the entrepreneurial mindset.
Looking Ahead: What’s Next for Small Business?
The next 20 years will be shaped by:
- Relentless digital acceleration, with AI woven into operations, customer experiences, and product design.
- Sustainability as a competitive edge, with consumers demanding transparency, ethics, and environmental stewardship.
- Skills-based hiring, as traditional qualifications make way for capability, creativity, and lifelong learning.
- Hyper-personalized marketing and product design, powered by big data and behavioral insights.
- Global-local balance, with businesses scaling internationally while rooting themselves deeply in local communities.
- Resilience-first strategies, as disruption becomes a constant rather than an exception.
A Legacy of Change, A Future of Possibility
Two decades of transformation have shown us one thing: small businesses are no longer small in their impact. They are innovators, employers, community builders, and changemakers. The landscape has changed—but so have the players.
At ORT Jet, we’ve walked this journey alongside them. From navigating analogue beginnings to embracing AI and global markets, we’ve supported entrepreneurs with mentorship, training, and access to the tools they need to not only survive change—but to lead it. Our mission has always been to meet business owners where they are, and walk with them toward where they want to go.
The future will belong to those who lead with purpose, adapt with agility, and stay relentlessly curious. We remain committed to evolving with the times—ensuring that no business walks alone, and that every entrepreneur has the support, insight, and network they need to thrive in the next chapter of business transformation.
The tools are in our hands. The time is now. Let’s build what’s next—together.
