Customer empathy map for a small business owner

This empathy map captures a small business owner trying to manage cash without becoming a bookkeeping specialist. The owner sees invoices and bank alerts, hears that software should save time and still spends time chasing late payments and asking questions at month end. Tax deadlines and scattered records create anxiety because they interfere with day-to-day decisions about spending. The desired gain is confidence to act on the financial picture, not merely access to more reports. A financial product or advisory team can use this map to explore what information and support are useful at different moments. Research should distinguish the needs of sole traders, employers and businesses with different operating complexity.