There are over 300K businesses classes as SMBs in Switzerland, many of them family owned. For a country of 8 million people that means one SMB per 26 people. There are few "high street chains" aside from the supermarkets - unlike the UK for example where the high street of most towns and cities looks the same.
According to this article - https://www.thelocal.ch/20171114/report-swiss-are-richer-tha... - 63 percent of Swiss adults have financial assets above $100,000 which means, although there is a small percent of extremely wealthy people, there's a good distribution of wealth.
That in turn means if you want to start a business here, there are plenty of potential customers with disposable income they might be willing to risk on your product or service.