A British project explored ways further education colleges could help meet training needs of small businesses, specifically the small plant and tool hire industry. The industry's leading organization, the Hire Association of Europe (HAE), provided a list of members; responsibility for making contact rested with the colleges. The most effective initiatives used the HAE's organizational structure and good-will to establish personal contacts. Face-to-face contact was more effective than mailed questionnaires in identifying employer training needs. Study participants agreed that an effective approach to marketing would be based on a centrally controlled marketing operation with the HAE as its focal point. Lessons learned from designing the learning program were that: (1) the problems of small student numbers and flexible delivery systems required innovative approaches; (2) content should reflect clients' needs; and (3) customization was essential. Special concerns in delivering the learning opportunities included location and scheduling, integration of workplace and college learning, college access to equipment and facilities, and cost. Role options open to colleges were as a supplement to on-the-job training, manager of learning and assessment, organizer of consortia of employers, assessment center, and trainer of trainers. Industry supplied training unique to the company and identified skill shortages. (YLB)