One of the most popular sessions at last year’s Tech Adoption Summit event in San Francisco featured Tolithia Kornweibel, head of marketing at Gusto, giving a talk about how the upstart SaaS company has staked out a promising niche in providing small businesses with cloud tools for handling payroll and HR.

San Francisco-based Gusto currently has about 60,000 customers and in terms of market, is still dwarfed by the big three — Paychex, ADP, and Intuit — which together own about 45% of the payroll market. Gusto has made a strategic decision to target businesses with fewer than 100 employees — the classic SMB definition. She says her available market is about 5.5 million U.S. SMBs.

Gusto goes at it with a sense of mission that matches the small businesses they serve, Tolithia said. She cited data showing the majority business owners it serves, “Would still run their businesses if they won the lottery.”

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