In America small businesses are the heartbeat of our the economy. These businesses are responsible for creating jobs and fortifying the American middle class while generating over $5.3 trillion in annual revenue. Despite accounting for nearly half of private sector jobs, nearly half of small businesses in the US will fail within their first five years. In most cases these failures are caused by preventable challenges like lack of capital, poor business planning, and market adaptation struggles.Clover, the all-in-one point-of-sale platform recognized these pain points and is launching a bold initiative to redefine small business success at the intersection of commerce, culture, and community.
At the forefront of this movement is Shannon Watkins, Chief Brand, Marketing, and Communications Officer at Fiserv, Clover’s parent company. Watkins is leading efforts to provide small businesses with the tools, resources, and support they need to not just succeed but to scale and thrive. From partnering with Shark Tank for the upcoming Shark Tank x Clover Small Business Summit to unveiling new opportunities like the Access Pass, she is committed to bridging the gap between entrepreneurship and long-term success. Watkins about Clover’s mission, the challenges small businesses face today, and how they plan to create lasting change in the entrepreneurial landscape.
But strategy alone isn’t enough—it takes connection, storytelling, and inspiration to truly empower entrepreneurs. That’s where Tabitha Brown comes in. This interview has been edited for brevity and clarity.
Stephanie Tharpe: According to the U.S. Chamber of Commerce, there are 33 million small businesses in the U.S., driving nearly half of the private-sector employment and generating over $5 trillion in revenue, how do you envision evolving Clover’s role to further support and scale these critical economic engines?
Shannon Watkins: From every conceivable angle – economically, creatively, socially – small businesses have enormous impacton the world’s most critically important areas. When we invest in their health and empower them with the tools and support that they need to succeed, the return is practically incalculable – economic stability, community vitality, endless sources of ingenuity, and a more promising pathway for next-generation entrepreneurs and creators.
Stephanie Tharpe: Considering that nearly half of all small businesses fail within the first five years, do you see a role for Clover in changing this outcome?
Shannon Watkins:That statistic is both alarming and unacceptable — such a high failure rate should not be inevitable. Considering the outsized, overwhelmingly positive impact small businesses have on the world, we must foster more of them thriving nationwide, not fewer.
This hits even harder when we think about the future — with nearly 70 million Gen Zers out there, around 54% are set on ditching the traditional 9-to-5 to start their own businesses. That’s almost 34 million aspiring entrepreneurs at risk of failure. The fallout from small business failures is huge, and tackling this issue is one of the biggest challenges we face today.
Yes, the challenge is big — but there’s reason to be hopeful. Half of all small businesses may close within five years, but here’s the good news: it’s often due to just five FIXABLE reasons. According to the U.S. Chamber of Commerce, these are cash flow issues, lack of business planning, employee management gaps, inadequate marketing, and failure to adapt to market changes. The fact that we understand these pain points gives us a powerful advantage.
We can rethink how we support small businesses — offering the right blend of inspiration, access, and support. By doing that, we can help entrepreneurs turn things around and build resilient, long-lasting, and thriving businesses.
Stephanie Tharpe: How is Clover helping redefine success for small businesses?
Shannon Watkins: Today, small businesses are facing massive challenges — from economic uncertainty and shifting consumer habits to the breakneck pace of technological change, all piled on top of the everyday struggles of running a business. For entrepreneurs who aren’t prepared or equipped to navigate this storm, staying afloat can feel downright impossible.
With more than 6 million merchant locations worldwide, we understand small businesses and the entrepreneurial dreams that power them. Starting a business is all about optimism — the belief that a great idea, passion, and relentless hard work will lead to success. But sometimes, that optimism can create a blind spot, making it easy to overlook the hurdles that can strain a business. Many small businesses plan for the good times — when demand is high, cash flow is steady, and the future looks bright. But they often underestimate the need for skills like managing cash flow, staffing, and inventory.
The truth is, long-term success comes from planning just as intentionally for the hard times — when sales dip, funding dries up, or markets shift unexpectedly. Resilience isn’t forged when everything is going right; it’s built in the moments when everything is at risk. The question isn’t if challenges will come — it’s whether the business is built to survive them.
Clover is the world’s smartest all-in-one point-of-sale solution, designed to power small businesses by supporting the people behind them. We’re here to spark growth with the right mix of tech, insights, and partnerships — but it’s about more than just tools. We’re backing the next wave of entrepreneurs who are building communities, redefining success, and creating jobs.
Stephanie Tharpe: Can you tell us about your new partnership with Shark Tank? How does it fit in with Clover’s mission to combat the small business failure rate, and what unique opportunities does it provide for entrepreneurs?
Shannon Watkins: We’re on a mission to give small business owners the inspiration, access, and support they need to thrive. That’s why we’re bringing together creatives, trailblazers, innovators, fintech experts, and business leaders to tackle the biggest challenges small businesses face. Together, we’re reimagining what support looks like — and finding new ways to fuel the world’s most essential engines of growth. Shark Tank has become a symbol of entrepreneurial success, built on stories of risk, resilience, and the courage to bet on yourself. It’s proof that entrepreneurship is about more than profit—it’s about possibility. That’s why our partnership withShark Tank is a perfect match, empowering small businesses to defy the odds and thrive.
Stephanie Tharpe: With the launch of the Clover x Shark Tank Summit in Las Vegas, what are your key objectives for this event, and how do you see it catalyzing growth and innovation among small businesses?
Shannon Watkins: We’re thrilled to announce the first-ever Clover x Shark Tank Summit! This multi-day event celebrates the culture of possibility and the small business owners who are writing their own success stories. It’s a chance for entrepreneurs to get the playbook, community, and inspiration they need to keep going, even when the road gets tough. One of the biggest highlights – exclusively curated “Shark Tank” activities involving some of the renowned tycoons of business–the “Sharks” and “guest Sharks,” as participants can pitch on-site, receive expert feedback, and connect with top leaders in finance, tech, culture, and entertainment. This is an event you won’t want to miss!
Stephanie Tharpe: Can you tell us more about Access Pass? How does it fit into the “access, inspiration and support” you believe needs to reach small businesses?
Shannon Watkins: It’s no accident that it’s called the Access Pass. Access is what so many small businesses lack—whether it’s tech, funding, business education, or more. Clover is introducing the Access Pass alongside Shark Tank—a game-changing opportunity for small business owners to win a spot at the upcoming Summit. The entry period starts March 10th and runs through August 11th. Plus, the Summit will connect small business owners with Banks and Credit Unions nationwide, offering expert advice to help them get investment-ready and loan-worthy.
By breaking down barriers to entry for the Clover x Shark Tank Summit, Clover ensures every entrepreneur has a shot at tapping into everything the Summit has to offer. Small business entrepreneurs ready to take their business to the next level should head over to Clover.com for all the details.
Stephanie Tharpe: SXSW’s panel featuring thought leaders like Tabitha Brown, Mark Cuban, and Justin Fenchel promises diverse insights. What unique perspective do you plan to bring to this conversation on how America’s 33 million small businesses can grow and prosper?
Shannon Watkins: A year into my journey at Fiserv, I witness the unwavering grit and determination of small business ownersevery day, even in the face of countless challenges. But what’s even more powerful is seeing the opportunities we have at Fiserv to help these businesses overcome those obstacles. My focus is on the resilience and adaptability of America’s small businesses—those who continue to fight for their dreams, no matter what. At Fiserv, we’re committed to reshaping the small business narrative, building a culture of support and collaboration.
Through initiatives like our partnership with Shark Tank and the inspiring leadership of Clover Chief Empowerment Officer, Tabitha Brown, we’re equipping entrepreneurs with the resources and inspiration they need to succeed. At the end of the day, we’re here to amplify the invaluable impact small businesses have on our communities. When they win, we all win.
Stephanie Tharpe: Storytelling plays a powerful role in inspiring change. How does the unveiling of Tabitha Brown’s docuseries fit into Clover’s broader narrative of shining a light on the untold stories of small businesses?
Shannon Watkins: Naming Tabitha Brown as Clover’s first Chief Empowerment Officer is a huge milestone—and a powerful step in inspiring entrepreneurs. In her debut as ‘C.E.O.’, Tabitha, the Emmy-award-winning TV personality and entrepreneur, unveiled an inspiring new docuseries that goes beyond storytelling. It’s a tribute to the resilience of small business owners who push through their toughest moments.
In times of struggle, it’s easy to feel alone, but this series shows that community can be a lifeline. It reminds us that joy isn’t lost forever—it’s something we can reclaim when we come together, support each other, and believe in better days ahead. Our hope is that every entrepreneur who watches sees their own journey reflected and finds the strength to keep going, knowing they’re never alone.
Stephanie Tharpe: Partnerships appear to be a cornerstone of your strategy. Could you discuss how you developed these collaborations and how you envision they will help Clover redefine small business support?
Shannon Watkins: We’re proud to join forces with visionary creators and innovators to redefine what success looks like for small businesses. Our mission is to spark meaningful change through a transformative new approach to how brands and marketers collaborate with creatives, business leaders, and trailblazers.
By cutting out the friction of “middlemen” and going straight to the source of creativity, we unlock stronger relationships, bolder ideas, and seamless collaboration — delivering real value for everyone involved.
Alongside our incredible partners Sony Pictures Television led by Zakia Holland and Kevin Kelly, Shark Tank, Mark Cuban, and Tabitha Brown, we’re thrilled to work with award-winning producer Stephen “Dr” Love of Made with Love Media and Mel Jones, producer, director, writer, and co-founder of Invisible Collective.
We are beyond excited to present the work of these talented individuals as they join us on our mission to solve the small business failure rate at the intersection of commerce, culture,and community.
Stephanie Tharpe: As Chief Brand, Marketing, and Communications Officer, how do you balance promoting Clover’s innovative, all-in-one point-of-sale solution with addressing the underlying challenges small businesses face today?
Shannon Watkins: The two naturally fit together. Without understanding the challenges and intricacies that small businesses are facing, we cannot provide the best-in-class solutions the world expects from Clover. By leveraging this new model and deepening our understanding of small businesses, we have access to more data and stories of entrepreneurship that help further guide our approach. By aligning our efforts with the genuine needs of small businesses, we position Clover as not just a service provider but as a true partner in the journey toward growth and success.
Spreading Joy and Business Wisdom: Tabitha Brown’s Mission to Empower Entrepreneurs
Tabitha Brown is a small business owner turned Emmy award winning TV personality, actress and best-selling author. Her journey is a testament to the power of perseverance and authenticity and shows that she is a living embodiment of resilience and empowerment. Now, as Clover’s first-ever Chief Empowerment Officer, she’s bringing that same passion to the small business world—helping entrepreneurs navigate their journeys with motivation, access, and real solutions.
Through her storytelling, engagement and advocacy on her global platform she is ensuring that small business owners get the resources and recognition they deserve. In this interview, Tabatha details why this mission and new position at Clover is personal for her, what she plans to achieve, and how she plans to infuse her signature warmth and wisdom into the world of small business empowerment.
Stephanie Tharpe: How does your role as Clover’s first Chief Empowerment Officer align with your personal journey as a small business owner and your mission to uplift millions of people and businesses?
Tabitha Brown: Being Clover’s first Chief Empowerment Officer is a natural alignment – it blends my personal journey as a small business owner with my passion for uplifting people. That’s why I was so excited for this partnership! Truly, this is how I live my life. For years, I have been sharing my small business journey – from sharing merch to my move into hair care and fragrance.
I’ve always been very honest and very relatable about it, the good and the bad. And at the end of the day, we are all just doing the best we can. Sometimes, when you own a small business, the best you can do is just get up and check one thing off the list, right? I want to show up as my authentic self and do the best I can, and I encourage others to do the same – personally and in their business.
Stephanie Tharpe: Small businesses contribute massively to the U.S. economy but face a 50% failure rate within five years. What unique strategies or mindset shifts do you believe are essential to reversing this trend?
Tabitha Brown: As I mentioned, authenticity is key. Stay true to yourself, your beliefs and your dreams. That’s a good foundation for LIFE, not just business. Figuring out the market is also key. Learn to recognize the needs in your community and fill them – but also be prepared to pivot when that need changes. If something isn’t working, there’s a reason. Don’t be afraid to figure out what that is and find the right way to move forward. It’s an important mindset to have when you’re running a business.
Stephanie Tharpe: Your career spans roles as an entrepreneur, content creator, and motivational leader. How do these varied experiences inform your approach to championing small business empowerment?
Tabitha Brown: Because that’s my real life! I believe truly living builds your character. No matter what I’m doing in my life – whether it was my time in corporate America, when I’m acting or writing books , or creating a business – these are my real-life experiences . I’ve taken something from every single job I’vehad over the last 20+ years and applied it to my businesses or whatever moment I am in. Sometimes we don’t understand it when it’s happening, but somewhere on our journey of life, something will pop up and you will apply that learned experience. And that’s part of my role as Chief Empowerment Officer for Clover – to remind people that what you do now matters for the future. It may not feel like it all the time, but every experience helps you build your business. It’s an inspiring and grounding thing to look back at where you were and appreciate where you are today. If that’s not empowering, I don’t know what is!
Stephanie Tharpe: Clover’s success paradigm is rooted at the intersection of culture and commerce. How do you envision this model driving sustainable growth for small businesses in communities nationwide?
Tabitha Brown: I remember when I was growing up, it wasn’t all that common to start your own business. You had a traditional job, and of course, nothing is wrong with that. But now, the culture has changed! It’s becoming a culture to create small businesses. It’s been amazing to witness so many people control their own destiny when it comes to business.
As a society, we’re more creative, and through the power of social media, we’ve been able to create a community for creators. We have more visibility into small businesses across the globe – small businesses we might not have encounteredotherwise – and are able to support them. THAT is culture. And with Clover, by powering those business and allowing you to make that purchase, is a vital part of creating and sustaining that culture.
Stephanie Tharpe: Your partnership with Clover reflects a commitment to equity and community support. Can you share an example of how lifting a small business has had a transformative impact on its community?
Tabitha Brown: There are so many examples of small businesses transforming their communities, but I’m excited to share one that will be featured on my recently announced docuseries, “That’s Your Business”. I’ve been so blessed to partner with Clover on this new docuseries, which serves as a platform to shine a light on the untold stories of small businesses nationwide. One featured business is a supermarket in South Central Los Angeles – an area considered a food desert. Healthy food options and things like fresh produce are not readily available for everyone. Because the owner of the supermarket was from the area, she had first-hand experience spending hours finding fresh, healthy food.
She recognized a problem to be solved. So, she created a supermarket where she partners with local farmers to get fresh ingredients to her community. She is taking an active role in feeding her community, in more ways than one. You’ll see on the show we were able to help her create a garden in the backyard of the supermarket, where she now grows her own food to feed her community. She even holds classes to teach others how to grow their own food.
And while we were building the garden, the community showed up for her. People were coming by to help clean out the backyard to prepare for the garden. They helped plant fruits and vegetables. It was such a community effort.
It’s mind-blowing what can happen when a community comes together. And that’s what my partnership with Clover is about – empowering small businesses so they can better their communities.
I’m so grateful to Clover for helping to make it possible, and I’m thrilled to share these powerful stories.
Stephanie Tharpe: As someone known for bringing warmth and authenticity to your work, how will you ensure that the initiatives you lead resonate deeply with both established entrepreneurs and emerging next-generation business owners?
Tabitha Brown: I’ve got to keep being me! I have to continue to show up as myself – keep spreading love, keep spreading joy – despite all the things that may go wrong in the world. We still have to show up and be intentional about who we are and how we want to take up space in the world. Being loving and joyful is me being true to me, and I only hope that energy spreads.
I’m also transparent about my setbacks, because it allows others to see that they aren’t failures, just learning experiences. Being honest about business struggles and sharing experiences can help entrepreneurs stay resilient and push forward.
I’ve met and worked with so many people in small businesses over the years, and they all say, “I look up to you because even when times are hard, you still figure out a way to be joyful.” I think that’s enough – just letting them know that every day isn’tgoing to be the best day, but we are still blessed to be alive and go through it.
Just because things don’t work out the way you planned, doesn’t mean you give up. Spreading these messages is the way that I continue to help the next generation of business owners not give up on their dream.
Stephanie Tharpe: As you prepare to share your insights during sessions like the South by Southwest panel, what key messages do you want to communicate about the role of small businesses in fostering innovation and community resilience?
Tabitha Brown: There are a few things I always want to communicate: Be authentic. Do it your way. Be passionate about your business. As much as we have this new culture that we just talked out, one that built around small business – the unfortunate truth is sometimes people want to do something just because they see someone else doing it, and I believe that’s the wrong way to go about it. You can be inspired by someone, but you still need to have passion behind what you’re doing for it to be successful. Whether that passion is driven by a need in your community or a fire in your soul, make sure it’s true to you. That’s what keeps you going! That’s what keeps you resilient when times get tough.
Stephanie Tharpe: As a leader who balances commercial success with social impact, what long-term vision do you have for the small business landscape, and how do you plan to drive systemic change through your work with Clover?
Tabitha Brown: Listen. It’s such a tough time right now when it comes to commercial success and social impact. Like we discussed earlier, staying true to yourself and standing for something is paramount. My work with Clover illustrates just that! Not only is Clover about community, they’re about making sure small businesses are successful. By helping them with inventory, employee management, cash flow management, they allow these small businesses to operate in the smartest and most effective ways.
These can be some of the biggest reasons businesses fall apart. Clover provides the tools and the knowledge that helps work around those challenges, and that alone helps drive systemic change. I’m excited to be part of it, and we’re just getting started, y’all!
At this year’s SXSW, Watkins and Brown, alongside business leaders like Mark Cuban, tackle one of the greatest challenges of our time—helping the next generation of small business owners shift the odds in their favor.