1. How to marketinclusive business support www.greenwellconsulting.co.uk

2. Introduction Part of a series of training and development modules for people who support, develop and deliver business support It will help you to understand, reach and support groups with higher levels of un-tapped entrepreneurial potential, including: those aged over 50 women people with disabilities disadvantaged communities It recognises and presents Enterprise inclusion as an important competitive opportunity www.greenwellconsulting.co.uk

4. Outreach - Go to the client

5. Target with care

6. Brand integrity

8. Language & images www.greenwellconsulting.co.uk Source: Prowess

9. Language & images Examples of materials with broad appeal Needs Based Practical [solution orientated] Down to Earth Inclusive Accessible www.greenwellconsulting.co.uk Source: Enterprise UK

10. Language & images How people describe what they are doing changes as the idea progresses... ‘A business’ TRADING ‘A venture’ ‘A project’ DEVELOPMENT ‘An idea’ To call something a ‘business’ before it is established makes many people feel uncomfortable START www.greenwellconsulting.co.uk Source: Enterprise UK

11. Language & images Less motivating materials Ageist Not for Me www.greenwellconsulting.co.uk

12. Targeting Give ‘permission’ Target women and some ethnic minority groups But give a choice eg. a women-only option Let 50+ and disabled people know it’s for them. But don’t “ram labels down their throat” add as a secondary issue Use case studies a wide range of people can relate to www.greenwellconsulting.co.uk

13. Targeting Targeting women... www.greenwellconsulting.co.uk ...reaches an untapped market - it grows the business support pie

14. Case study 1 Targeting Flying start programme – 150 female applicants Flying start for women – 1200 female applicants Targeting women resulted in an 800% increase in female enquiries www.greenwellconsulting.co.uk

15. Case study 2 Targeting A Community Development Finance Initiative Industry average: female customers = 30% portfolio Business Finance North West, including their Women in Business Loan fund: female customers = 54% portfolio Targeting women resulted in 80% more female customers than the industry average www.greenwellconsulting.co.uk

16. LABELwith care Targeting Recognise women are NOT a homogenous group – segment and customise Don’t stereotype – most women feel patronised by business services which are over ‘feminised’ Have a service relationshipand reap the rewards! Women recommend a good experience 21 times versus just 2.6 times for men 70% of women learn about products and brands from other women. www.greenwellconsulting.co.uk

17. Outreach Outreach Relationship marketing starts with outreach Find people in their local or professional community Identify and use their media: newsletters, magazines, radio, social media Develop relationships with leaders (official and unofficial) Showcase role models Educate referral agencies – again and again www.greenwellconsulting.co.uk

20. Inclusive premises Brand integrity Welcoming reception and staff Clean, comfortable, client-focused and secure Encourage browsing with accessible information and client businesses on display A space that enables collaboration and networking Broader engagement through part-time tenancy options, virtual services and events Close to public transport routes and parking www.greenwellconsulting.co.uk

21. Social media Social media/ digital divide Don’t assume everyone’s online... 70% of people who live in social housing aren’t online 75% of everyone not online is not working ...but Social media is growing fast and reaching groups formerly excluded 80% of Prime 50+ enquiries are online now v 30% 3 years ago Business owners with disabilities often prefer mentoring by skype or email Women over 55 are the fastest growing segment on facebook www.greenwellconsulting.co.uk

22. More of this? This presentation looks at one of the 10 principles of inclusive business support The principles can be adapted to your needs Training session for organisations or partnerships An online self-assessment tool A set-piece event for your local economic area Capacity building materials Audit tool, to review and improve provision. Contact us to discuss Erika Watson +44 (0) 1603 764292 e.watson@greenwellconsulting.co.uk www.greenwellconsulting.co.uk