The document summarizes the results of a survey of over 200 small and medium enterprises in Greece. It finds that while business revenues have stabilized over the past year, professionals still struggle with issues like finding qualified employees, competing on price, and lack of support from the government. They rely heavily on digital tools and online advertising to promote their businesses.

1. OF SMALL AND MEDIUM-SIZED ENTERPRISES IN GREECE
CHALLENGES
& OPPORTUNITIES
Panhellenic Survey from the Athens University of Economics and Business’s
Electronic Research Unit (ELTRUN) in collaboration with Douleutaras.gr

2. Introduction
Support from Public Administration
Finding Employees
Consumer Audience and Success Factors
Business Income / Prices of Debit
Promotion and Evolution of Business
Online Presence and Digital Technologies
Effect of Douleutaras.gr on businesses
Conclusions
Demographics
4
6
12
16
22
26
32
42
46
48
CONTENTS
02.03

3. The survey "Challenges and Opportunities of Small and
Medium Enterprises in Greece" is taking place for the second
consecutive year by the ELTRUN lab of the Athens University
of Economics and Business, in collaboration with the
Douleutaras.gr Professional Finding Platform, with
representation from more than 200 professionals.
The aim of the survey is to identify the problems faced by
small and medium-sized enterprises (SMEs) that are primarily
active in the house repairs and modifications sector. It also
attempts to illustrate the level of use of digital technologies in
the day-to-day operation of these small and medium-sized en-
terprises and their willingness to evolve technologically and
exploit the potential that technology can offer them. Finally,
comparing the data with the previous survey, to identify
changes that have occurred over the last two years.
For conducting the research, a quantitative method was
followed, using a questionnaire which covered the following
sections: mapping of the current situation, problems of
small and medium-sized enterprises, existing use of digital
technologies, personal characteristics of participants
(personal perception of technology, knowledge of
technology, focus on quality of the services offered), the
willingness to future technological developments and
possible future technological development steps.
As the research is conducted through the Douleutaras.gr
professional base, a significant difference from the 2017
research lies in the fact that participants in this year's
research are mainly active in the home service sector. As
such, some categories of professionals for example web &
design, car, etc., are not included. More information on the
categories of companies that participated in the survey and
their volume is in the section "Demographics".
Introduction
04.05

4. Professionals remain largely dissatisfied with their
relationship with public bodies. State’s aid is considered
unsatisfactory, although a decrease in dissatisfaction is
observed compared to last year, especially in the areas of
gathering and filing supporting documents due to the
digitization of some of them.
06.07
SUPPORT FROM
PUBLIC
ADMINISTRATION
Percentage of dissatisfaction from authorities
Gathering
necessairy
documents
Deposit of
documents
Fast business
initiation
Necessary guidance
from relevant
authorities
Finding
suppliers
Alternative sources
of funding
79%
71% 72%
64%
70% 68%
81%
78%
56%56%
80%
82%
2017 2018

5. The majority of participants (8 out of 10) say they are not
satisfied with the guidance provided by the responsible bodies
as well as the number of alternative sources of funding
available. The latter remains a serious problem due to the
limited resources and wider problems in the country's
financial system. Interestingly, the funding sources category is
the only one where there is a slight increase in dissatisfaction
over last year. Finally, with regard to state support in finding
the necessary suppliers, the rate of non-satisfaction is
significantly lower and stable than last year. This is probably
due to the fact that entrepreneurs do not seek the state's help
in this action compared to the other services that were
presented in the survey.
About the training programs offered by state initiative, only 1
in 4 professionals know of the existence of a program, but
almost 70% of them have attended a (only 18% of the total)
seminar. Due to the limited resources and time that
professionals have, their lack of training remains a substantial
problem in their further development.
Percentage of professionals
that is aware of the existence
of training programs
Support from Public Administration
08.09
74%
is not aware of
programs
26%
Is aware of
the existance
of programs
18%
Has taken
part

6. Support from Public Administration
10.11
ΠΩΣ ΘΑ ΧΑΡΑΚΤΗΡΙΖΑΤΕ ΤΟ ΕΠΙΠΕΔΟ ΥΠΟΣΤΗΡΙΞΗΣ
ΠΟΥ ΠΑΡΕΧΕΙ ΣΤΙΣ ΜΙΚΡΟΜΕΣΑΙΕΣ ΕΠΙΧΕΙΡΗΣΕΙΣ ΤΟ ΕΛΛΗΝΙΚΟ ΚΡΑΤΟΣ
ΣΤΙΣ ΑΚΟΛΟΥΘΕΣ ΔΙΑΔΙΚΑΣΙΕΣ ΕΝΑΡΞΗΣ ΤΗΣ ΕΠΙΧΕΙΡΗΣΗΣ ΣΑΣ;
Deposit of documents Fast business
initiation
Gathering necessairy
documents
Very
dissatisfied Dissatisfied Unsure Satisfied
Very
satisfied
32%
39%
19%
8%
2%
Necessary guidance
Very
dissatisfied Dissatisfied Unsure Satisfied
Very
satisfied
45%
33%
14%
6%
2%
Very
dissatisfied Dissatisfied Unsure Satisfied
Very
satisfied
29%
35%
21%
14%
1%
Finding suppliers
Very
dissatisfied Dissatisfied Unsure Satisfied
Very
satisfied
35%
21%
30%
13%
2%
Alternative sources of funding
Very
dissatisfied Dissatisfied Unsure Satisfied
Very
satisfied
57%
26%
14%
3%
1%
Very
dissatisfied Dissatisfied Unsure Satisfied
Very
satisfied
36%
32%
17%
13%
2%
60
0
15
30
45
60
0
15
30
45
60
0
15
30
45
60
0
15
30
45
60
0
15
30
45
60
0
15
30
45

7. Impressive is the fact that, despite high unemployment rates,
more than half of practitioners have difficulty finding suitable
employees with the necessary products to join their
businesses. Quite worrying is the fact that these percentages
have increased significantly compared to last year,
demonstrating the lack of secondary technical education in
our country and the high overqualification rates, with the trend
that the main mass of students follows higher education.
12.13
FINDING
EMPLOYEES
Finding Employees
41%
39%
Very easy
Easy
Neutral
Hard
Very hard
0% 5% 10%
13%
16%
30%
39%
14%
7%
2%
15% 20% 25% 30% 35% 40% 45%
2017 2018

8. Garden
Home appliances 82%
Disinfestetions 80%
Doors-window frames 61%
Electrical services 58%
Refrigeration /
air conditioning
55%
Technical works / repairs 53%
Plumping services 53%
Renovations 52%
Moving / transportation 50%
Oil painting 44%
43%
Other 40%
Security systems 38%
House management 33%
Finding Employees
Analyzing the data by industry, we see that the difficulty in
finding personnel is considerably high in all the areas with the
greatest problems in the field of "Disinfestations" and "Home
Appliances" where a very large percentage (8 out of 10 profes-
sionals) answered that it is difficult or very difficult to find
properly trained staff.
The smallest percentages are found in the "Security Systems"
and "Garden" categories, although they remain high (1 in 4
and 1 in 3 respectively).
14.15
Dificulty of finding employees
per sector
0 20 40 60 80 100

9. CONSUMER
AUDIENCE AND
SUCCESS FACTORS
16.17
From the results of the research, it is evident that
practitioners consider that the most important factors of
choice for the public is the price (almost 8 out of 10), and
repeated cooperation (7 out of 10), which is related to the
relationships that these professionals "build" with customers.
Customer reviews (including "word of mouth") are also
considered to be an important factor as well as quality of
service (about 1 in 2). Significant changes over the last few
years in the daily use of digital media are evident from the fact
that 1 in 3 recognizes online advertising as a customer
approach channel.
The public considers very important
in choosing professionals...
Price
Repeated
collaboration
Other users' reviews
Quality of
products/services
Online advertising
Conventional advertising
78%
70%
51%
47%
32%
9%

10. A key factor for the success of my business is:
Quality of services /
products
Competitive prices Customer satisfaction Easy for customer
to find the business
The business'
technological level
3%
1%
31%
60%
4%
1%
4%
52%
31%
0
20
40
60
80
100
13%
3%
1%
28%
66%
1% 1%
3%
46%
30%
19%
1%
5%
40%
34%
20%
Strongly
disagree
Disagree Agree Strongly
agree
Neither agree
or disagree
Consumer Audience and Success Factors
On the other hand, when asked about for their own business, professionals believe that the key factors for their success are the quality of
the products and services provided, and customer satisfaction, which is directly associated with the stats above, as well as the concept of
value-for-money (combination of quality and price). Interesting finds are the high rates for ease-of-finding the business by the stakehold-
ers and the technological development, both of which outline the need for digital platforms to offer these services.
18.19

11. As far as competition is concerned, the majority of the firms
that participated in the research find very high levels of
competition in their industry. Specifically, 36% find it easy and
22% very easy for their customers to switch to another
business in the industry, for the same or similar services /
products as they offer themselves. The above evidence
suggests that in order to enable SMEs to withstand
competition, it is necessary to support them with actions /
services that include investments for the development of
innovative products / services, adaptation to the
ever-changing environment and exploitation of the
technological means for communication and cooperation with
customers.
Finally, one of the most important features of successful busi-
nesses is the continuous evaluation of their services and prod-
ucts and the constant effort to improve them. The overwhelm-
ing majority of survey respondents (94%) said they control
the quality of the services they offer and are constantly trying
to verify that they meet the expectations of their customers.
This percentage is surprising if we consider the general per-
ception of how small and medium-sized businesses operate in
our country.
Another important factor is the large increase in this
percentage as last year it was 73%. This is also related to the
high quality of the professionals on the Douleutaras.gr
digital platform that participated in this year's survey.
How easy is it for customers to switch
to another business in the industry
for the same service / product?
Very easy
Easy
Neutral
Hard
Very hard
22%
36%
34%
6%
2%
Consumer Audience and Success Factors
20.21

12. 22.23
One of the most significant changes over the past year
concerns the companies’ revenues. There is a significant
tendency towards stabilization, even increase, of inflows over
the previous year when major reductions have been observed.
4 out of 10 participants said there were no significant changes
in their business revenue while over 1 in 5 observed a slight
increase (22.4%).
Although the percentage that saw its revenue fall is still
significant, it is considerably smaller than last year (37.2% from
57.2%). In this decline, it has to be noted that almost 1 in 5
professionals had a dramatic reduction of their revenues (over
50%) in the past year, down from 1 in 10 (11.2%) this year. The
following elements are justified by the gradual improvement of
the wider economic climate in the country, as well as the
sample of participants in this year's survey that give
importance to service and professionalism in the services they
offer.
BUSINESS
INCOME / PRICES
OF DEBIT

13. The same stabilization, as compared to the previous year, is
observed also in the prices charged to customers. More than
1 in 2 professionals (52.2%) kept prices stable, while the rest
(to a much lower percentage since 2017) made mainly
reductions.
These findings are in line with the most estimations of price
movements in Greece, which show that inflation is close to
zero, reflecting the trend of stabilization in the market.
Business Income / Prices of Debit
24.25
Business
Income
Reduced
>50%
Reduced
30 - 50%
Reduced
10 - 30%
No significant
changes
Increased
10 - 30%
Increased
30 - 50%
Increased
>50%
0
10
20
30
40
19.3%
11.2%
16.8%
10.2%
21.1%
15.8%
23.8%
40.0%
15.7% 15.1%
2.3%
4.9%
1.0%
2.4%
Price
Reduced
>50%
Reduced
30 - 50%
Reduced
10 - 30%
No significant
changes
Increased
10 - 30%
Increased
30 - 50%
Increased
>50%
0
10
20
30
40
8.5% 8.3%
18.6%
15.0%
35.7%
18.0%
31.9%
52.2%
4.6%
5.9%
0.4% 0.5% 0.2%
2017 2018
2017 2018

14. 26.27
Electronic promotion means continue to be the main
advertising channel for small and medium-sized
enterprises. Advertisements on social media (Facebook 44%)
and the Internet (Google AdWords 30%) continue to rise with
increasing rates in both cases. The penetration of e-marketing
in small and medium-sized businesses is also reflected in the
important increase of affiliate marketing (from 16% to 25%).
An interesting deviation from the trend towards online
marketing is the more than doubling of the promotion rate
through brochures (from 13% to 27%).
This rise is probably due to the very low, and constantly de-
creasing, cost of the particular medium, but also to its comple-
mentarity nature to the digital channel. The fact that profes-
sionals show consistent and growing use of all available promo-
tion channels also shows the need for a comprehensive and
multifaceted advertising strategy for the success of a business,
however small it may be.
PROMOTION
AND EVOLUTION
OF BUSINESS

15. Main ways of advertising
/ promotion
Which of the following would you choose
to do first, if you had the choice,
for the development of your business?
13%
27%
Online advertising
via Facebook
Online advertising
via Google Adwords
Brochure
Affiliate
Marketing
Sending
emails
Listing in
newspaper
0% 5% 10%
19%
20%
6%
7%
16%
25%
26%
30%
39%
44%
15% 20% 25% 30% 35% 40% 45%
The importance of the internet for the development and
consolidation of the business also appears in the fact that
more than half of the participants stated that their first
priority for the development of their business is the
development of online promotion methods. Also important is
the percentage that would invest in their material and
technical equipment (1 in 4) to support the wider digitization
of its business.
Promotion and Evolution of Business
28.29
52%
24%
15%
5%
3%
Develop promotional
channels on the internet
Setup software to
automate processes
(invoice, customer lists, etc.)
Training at digital
tools
Hire new,
specialized personnel
Invest in
new equipment
2017 2018

16. Interestingly, despite the shift towards online advertising, the
main customer acquisition channel remains by far
recommendation from old customers (57%), therefore
highlighting the need to evaluate their services.
In the second place, the physical store (20%) and the
company site (18%) are very close, stressing the importance
of the multi-channel presence.
The percentage of participants who see Douleutaras.gr as one
of the main means of customer approach (from 5% to 12%)
also significantly increased.
Promotion and Evolution of Business
30.31
My customers find my business
mainly via...
other businsess
searching websites
3%
4%
0% 10%
the internet (website)
14%
18%
douleutaras.gr
5%
12%
physical
store
13%
20%
other customers
44%
57%
20% 30% 40% 60%50%
2017 2018

17. Online Παρουσία
25%
No
75%
Yes
32.33
Part of the technological development of an enterprise is un-
doubtedly its presence on the Internet. The percentage of com-
panies with online presence remains stable from the previous
year to 75%.
Despite the fact that steadily 1 in 4 has no online presence,
professionals in their vast majority, reaching 9 out of 10,
seem to agree that online presence, and even more, online
advertising are necessary elements for a business.
The extensive penetration of the internet in our everyday lives
seems to be perceived positively by practitioners, as only 9% of
respondents believe that their business has been negatively
affected by the widespread use of the internet by the consum-
ers. audience.
ONLINE
PRESENCE AND
DIGITAL
TECHNOLOGIES

18. Online Presence and Digital Technologies
34.35
The widespread use of the internet by the consumer
has affected my business ...
Is online presence necessary?
Very
Quite
Neutral
A little
Not at all
33%
22%
34%
9%
2%
Is online advertising necessary?
Very
Quite
Neutral
A little
Not at all
33%
23%
30%
12%
2%
Positively
Very Positively
Negatively
Very Negatively
Neutral52%
24%
12% 7%
2%

19. I actively seek new technologies
that improve my products / services
Strongly
disagree
Disagree Neither agree
or disagree
Agree Strongly
agree
1% 5%
20%
47%
26%
Επαγγέλματα που δεν έχουν σχέση με
την τεχνολογία μπορούν να επωφεληθούν
Strongly
disagree
Disagree Neither agree
or disagree
Agree Strongly
agree
1% 3%
17%
55%
23%
Analyzing the effect and penetration of technology in SMEs, it
was observed that, increasingly, practitioners understand the
value of new technologies and are familiar with their use.
Of the total respondents, 80% believe they are good with
technology, significantly increased compared to the previous
year (68%). This percentage justifies further the penetration
of new technological solutions with the aim of further
digitizing the infrastructures used by small and medium-sized
enterprises and improving their productivity.
The increasing penetration of new technologies is explained
by the fact that a large percentage of professionals are
actively seeking to adopt them. Specifically, 73% of
respondents are looking for technologies that improve their
products and services, while 78% believe that even traditional
professions (such as theirs) that do not have a direct
connection to technology can benefit from it.
Do you have a good connection
with technology?
Online Presence and Digital Technologies
36.37
Good Bad Good Bad
80%
20%
2017 2018
68%
32%

20. 60
0
15
30
45
60
0
15
30
45
60
0
15
30
45
60
0
15
30
45
60
0
15
30
45
60
0
15
30
45
Online Presence and Digital Technologies
38.39
The use of technology
speeds up the processes
The use of technology
improves the businesss image
The use of technology
improves the efficiency of business processes
Major
effect
Moderate
effect
Neutral Minor
effect
No effect
Major
effect
Moderate
effect
Neutral Minor
effect
No effect Major
effect
Moderate
effect
Neutral Minor
effect
No effect Major
effect
Moderate
effect
Neutral Minor
effect
No effect
Major
effect
Moderate
effect
Neutral Minor
effect
No effect Major
effect
Moderate
effect
Neutral Minor
effect
No effect
22%
38% 35%
4%
1%
The use of technology
improves the competitive advantage
29%
34%
25%
10%
2%
24%
45%
26%
3%
0%
The use of technology
improves customer service
26%
42%
20%
8%
3%
Using technology
improves collaboration with corporate partners
24%
38%
26%
7%
4%
32%
41%
20%
5%
1%
Asked about specific advantages of new technologies, professionals in their vast majority showed that they think new technologies can help a
business in a variety of different themes. As can be seen in the graphs below, in all categories, only very small percentages between 5 and 10%
believe that new technologies help little, or not at all, a business’ functions.

21. Although the rates are encouraging for the spread and
adoption of new technologies, there is a significant
digitization deficit in archives of surveyed professionals. 53%
keeps customer information records electronically while less
than half (47%) maintain their financial records in electronic
form.
These results show that there is considerable room for
improvement of the filing systems by both the business side
and the State agencies, the requirements of whom are many
times forcing business to keep large physical files.
Online Presence and Digital Technologies
40.41
Customer records
Financial records
53%
46%
47%
40%
6%
6%
Electronically Handwritten I do not keep
Electronically Handwritten I do not keep

22. 42.43
This section of the research deals with the ways in which
Douleutaras.gr affects collaborating businesses and how
businesses in their turn understand their relationship with
Douleutaras.gr.
4 out of 10 businesses report that more than 10% of their
turnover comes from customers that they acquired from
Douleutaras.gr. This is considered to be a very important
element if we take into account that the digital platform has
been operating for only three years. This is verified by the fact
that a fairly significant percentage (26%) considers the
platform's impact on the success of their business very or
extremely important. Interestingly, an even greater percentage
(33%) considers the effect of Douleutaras.gr on the promotion
and advertising of the business very or extremely important.
From these data, it is understood that although in many cases
practitioners do not finalize jobs through the platform, they use
it more as a means of promoting their business.
EFFECT OF
DOULEUTARAS.GR
ON BUSINESSES

23. Επίδραση του Douleutaras.gr στις επιχειρήσεις
44.45
0 - 10% 11 - 25% 25 - 50% 50 - 75% Over 75% Not at all
important
Low
importance
Somewhat
important
Very
important
Extremely
important
Not at all
important
Low
importance
Somewhat
important
Very
important
Extremely
important
What percentage of your total turnover
comes from customers you acquired
through douleutaras.gr?
60%
19%
12%
7%
2%
How important do you consider
the effect of douleutaras.gr on the success
of your business?
19% 20%
34%
21%
5%
How important do you consider
the impact of douleutaras.gr on promoting
and advertising your business?
17%
21%
29% 28%
5%

24. CONCLUSIONS
The second year of the research records a strengthening of the
trend towards new technologies and digitalization. Greek
professionals have realized the value of digital technologies to
a significant extent and show that they are changing in this
direction. At an individual level, more and more professionals
seem to be familiar with the use of new technologies.
An extension of this trend is the growing recognition of the
benefits of online advertising and presence, as well as the
Internet in general. This recognition translates both in the
establishment of digital media as a de facto necessity and in
addressing digital platforms such as Douleutaras.gr as
important elements for the promotion and the conclusion of
transactions of small and medium-sized businesses.
In addition to the steady trend of internet acceptance and new
technologies, the biggest deviations from the previous year
were observed in revenue and prices where we are seeing a
significant trend towards stabilizing the market. Stable and
significant remains the professional dissatisfaction of the state
institutions / organizations.
46.47

25. Despite the challenges and difficulties that exist in Greece's
2018 business arena, SME representatives stay optimistic and
willing to evolve. Opportunities for modernization, training,
and acquisition of competitive advantage are great, and
perceptive entrepreneurs have the opportunity to exploit
them for the benefit of their business and their customers.
How optimistic are you about
the development of your business?
Conclusions
48.49
Very optimistic
Optimistic Pessimistic
Neutral
Very pessimistic
46%
32%
11% 8%
4%

26. 50.51
DEMOGRAPHICS
Sector
Renovations
Technical works / repairs
Electrical services
Doors-window frames
Plumping services
Moving/transportation
Refrigeration / air conditioning
Home appliances
Oil painting
Security systems
Garden
Disinfestetions
Other
22%
16%
9%
9%
8%
6%
5%
5%
4%
4%
3%
3%
1%
2%
House management
0 6 12 18 24 30

27. Demographics
52.53
How old is your
business?
How many employees
are employed in your business?
Gender
Age
1 - 2
years
3 - 4
years
5 or more
years
18 - 24 25 - 34 35 - 44 45 - 55 > 55
Level of Education
Secondary education
(Middle or High schhol)
Vocational Training (IEK)
Technological educational
institute (ΤΕΙ)
University (ΑΕΙ)
Post-Graduate degree
Ph.D.
1 - 5 6 - 10 11 - 30 Male Female
80%
15%
5%
2%
88%
10%
3%
97%
5%
48%
24%
21%
1%
1%
46%
13%
7%
13%
20%