Entrepreneurship without the hype

In this article, Diana Medrea-Mogensen highlights the small businesses that keep our communities thriving, far from the hype of startup culture.

Photograph: Pexels

Text: Diana Medrea-Mogensen

The world loves a shiny business story - big funding rounds, rapid scaling, and slogans about “changing the world.” We see them in TED Talks, on LinkedIn, and at pitch nights, and somewhere along the way they become the yardstick for entrepreneurship. It’s as if success were a predictable path: fail a little, persist a lot, and win big if you push hard enough.

Yet there is another story worth telling, lived every day by people running cafés, consultancies, bakeries, design studios, and small service companies that keep our communities moving. These businesses are built on commitment, creativity, and resourcefulness. They grow steadily, adapt to challenges, and keep showing up day after day.

The businesses that build our communities

When I meet small business owners in Denmark, many of whom are internationals, I see the same pattern. They pour their energy into making something work, often with fewer resources than the celebrated “high potential” startups.

They usually work without advisors or injections of capital. Some begin without formal business training, learning on the fly - juggling bookkeeping between client calls, building websites at night, and navigating regulations in a second language. They create livelihoods out of passion, intuition, and often necessity, because finding a role that values their skills or fits their lives hasn’t been straightforward.

Why they deserve more recognition

In entrepreneurial circles, “potential” is often the main currency. An untested, unprofitable idea can be celebrated if it promises to scale, while established and profitable small businesses may be overlooked because they grow in a measured way.

But the café that has served its neighbourhood for seven years, the consultant who delivers every project and pays every tax bill, or the translator whose clients return year after year—these are sustainable businesses. They may never be valued at millions, but they provide stability, connection, and livelihoods.

Small businesses aren’t a side note in the Danish economy; they are its foundation. They make up 99% of all companies and two-thirds of private-sector jobs. Without them, everyday life would stall.

The realities behind the scenes

Behind every small business are shared truths. Building trust in Denmark takes time. Relationships grow gradually, with word-of-mouth often the strongest marketing tool.

Access to funding can be selective, with many grants and loans designed for Danish nationals or specific industries. As a result, owners often grow through savings, side jobs, or reinvested profits. In the early stages, one person usually covers everything - HR, marketing, finance, customer service - until the business reaches a size where responsibilities can be shared.

"Small businesses keep our communities turning."

What works in Denmark

Despite the challenges, Denmark offers more support than many expect - if you know where to look.

Your international background is an asset. Languages, cultural insight, and global networks can set you apart in niche markets. Many internationals begin by serving clients abroad or communities that local businesses haven’t reached.

Starting small with a solid foundation matters. Denmark’s business culture values trust and transparency, so registering your CVR, keeping accounts in order, and meeting tax obligations from the beginning builds credibility.

Expanding networks beyond the expat community also opens new doors. Local industry events, professional associations, and trade fairs connect you with opportunities you’d never find otherwise. Networking here is less about rapid-fire exchanges and more about showing up consistently, listening, and following through - often over coffee.

There are also free resources. Every municipality has an erhvervscenter (business centre) offering one-on-one guidance. Courses and events are tailored for newcomers, such as the free business course starting this September at the Aalborg Institute of Development (where I will be teaching). International Citizens Day also brings together practical information and contacts on everything from registration to funding.

Without the hype

The small business owners I admire most focus on quality, serving customers well, and building something lasting. Success is found in a loyal client returning, the satisfaction of paying salaries each month, or the quiet pride of marking another year in business.

Entrepreneurship without the hype may not make headlines, but it is essential. These are the businesses that keep our communities turning, and these are the stories we should share and celebrate more often.