According to Johansson & Hjalmarsson (2003) the business advice industry targeting microenterprises, small and medium sized businesses is a multibillion pound activity throughout the world, but little research has been conducted upon the theoretical basis for this field. The content of the advice coming from the advice industry targeting microenterprises is questioned by both micro-entrepreneurs and researchers, according to Johansson (1997), who describes that the use of support services among microenterprises doesn’t answer to their needs. To figure out why the conception of growth advice doesn’t correspond between academics, entrepreneurs and advisors, the research question for this study is – what similarities and differences in content of microenterprise growth advice are there between entrepreneurs, academics and advisors? The purpose of the study is to identify and analyse these areas. This is a qualitative study that will be carried out with an inductive approach and exploratory design. Interviews and focus groups have been conducted with advisors and entrepreneurs, and in addition to this, a literature study has been performed. Further, the contents of business advice have been analysed, and in the final section of this paper conclusions are presented regarding what the conceptions are of microenterprise growth advice among academics, entrepreneurs as well as advisors. By having identified the differences and similarities among these conceptions a general statement about the business advice industry is made; in relation to both empirical findings and the theoretical background of this study.