Figures show that one in three small business owners in Australia are migrants.
And they’re not just participating in the economy—they’re reshaping it.

Despite facing structural, social, and financial hurdles, many migrant entrepreneurs are succeeding not in spite of their identity, but because of it.

By turning what makes them different into a business advantage, they’ve discovered something every SME can benefit from: a clear point of difference isn’t just useful—it’s powerful strategy.

From Barriers to Brand Strength

Let’s be real—starting a business is tough. For migrant founders, it often means:

• No access to traditional networks
  
• Limited credit history
  
• Unfamiliar rules and red tape
  
• Cultural stereotypes and bias
  

And yet, many are thriving. Why? Because rather than trying to fit in, they stand out.

A Korean hairdresser, for instance, built her brand around K-pop-inspired styling—something she knew intimately and could deliver with authenticity. She didn’t need to explain it to her customers; her customers were already seeking it.

An Indian food entrepreneur turned family recipes into spice packs that help everyday Australians cook authentic meals at home. She wasn’t just selling a product; she was sharing culture, confidence and connection through food.

This is what we mean by turning identity into a competitive advantage.

Why Point of Difference = Performance

Standing out doesn’t mean reinventing the wheel. But it does mean offering something people can’t get anywhere else.

In a market flooded with options, your story, values or approach may be the only real differentiator. And when you make that part of your business model, you give people a reason to choose you—not the cheapest or flashiest alternative.

This is backed by data too.

A 2024 McKinsey study found that businesses that clearly articulate a distinct value proposition grow 70% faster than those that don’t. And Deloitte research highlights that customers are more loyal to brands that feel authentic and aligned with their own values.

So, whether you’re a migrant entrepreneur or a local founder, the question isn’t:
How do I fit into the market?
It’s: How do I show up as the business only I can build?

What This Means for Australian SMEs

Migrant entrepreneurs often start small—serving their own communities, working from home or in niche spaces. But their advantage lies in clarity. They know:

• Who they are
  
• Who they serve
  
• Why it matters
  

That’s exactly what good strategy is made of.

If you’re feeling stuck or unsure where your business is heading, ask:

• What do we offer that no one else can?
  
• How can our background, story or process become a strength?
  

Three Ways to Turn Your Difference into Strategy

1. Name It

Start by identifying your difference. Is it your origin story? Your process? Your values? Your audience? Don’t assume what makes you unique is irrelevant—it might be your strongest asset.

2. Build Around It

Let your difference guide how you design offers, speak to customers, and show up online. If your products are handmade by local artisans, say it. If your values are rooted in sustainability or cultural heritage, own it.

3. Use It to Set Direction

Your point of difference shouldn’t just shape your branding—it should shape your business decisions. From marketing to hiring to pricing, let it steer the ship.

You Don’t Have to Do It Alone

We help business owners do exactly this: Get clear on who they are, what they offer, how they add Value, and how to turn that into a growth strategy that works.

Our Strategy Development Process is built to support founders—from migrant entrepreneurs to seasoned SMEs—who want a path that’s clear, focused, and aligned with who they really are.

We help you:

• Discover your unique value in the market
  
• Align your team behind a shared direction
  
• Map out a clear strategy with milestones and measures
  
• Put performance systems in place that actually support your growth
  

Learn more about our Strategy Development Process

Final Thought

Migrant entrepreneurs remind us that standing out isn’t a risk—it’s a strength. Being different doesn’t make you less professional. It makes you memorable. So, what’s your point of difference? And more importantly—are you building your strategy around it?

References:
Inside Small Business. (2025, August 1). How migrant business owners turn their identity into an asset. Retrieved from https://insidesmallbusiness.com.au/management/start-ups/how-migrant-business-owners-turn-their-identity-into-an-asset