The document analyzes data from a survey of 1,261 young people aged 14-25 in Yorkshire & Humber to understand their attitudes towards entrepreneurship. Key findings include: 1) 6 out of 10 respondents have business ideas but only 3 out of 10 have sought information or support, showing untapped potential. 2) Segmentation based on an "Enterprise Potential" scale identified four groups with differing levels of entrepreneurial skills, aspirations, and engagement. 3) Exposure to enterprise education correlated with higher aspirations and business engagement among respondents. 4) Careers advisors and friends/family were most likely information sources for young people's business ideas, showing opportunities to better support advisors and leverage personal

1. Capturing the Enterprise
Potential of Young
People
across the Yorkshire & Humber Region
Inside BusinessLink Research
Enterprise Potential of young people Dubit were commissioned to improve understanding of the attitudes and
still to be fully realised perceptions of 14-25 year olds, with a view to helping target key
6 out of 10 have business ideas they could
groupings and strengthening service delivery, especially online
explore, but only 3 out of 10 have ever looked
for information or support. 63% have never
looked for information on taking an idea This document highlights the main real action in the business arena.
further findings from a survey of 1,261 young
Pg. 5 people aged between 14 and 25, across all Part One profiles the region’s youth
educational and occupational groupings, landscape in terms of their potential - who
BusinessLink awareness relatively high
backed up with 9 focus groups, 20 teacher is more suited to enterprise, and the
amongst youth audiences
interviews, and stakeholder opinion and influences on this. This allows us to assess
54% of the survey knew of the service, yet
68% of young people don’t know where to go involvement. the main opportunities to inspire potential
with business ideas. More than half would go into action. Part Two then gives a
to their careers adviser Through the research, conducted in April segmentation of the population by
Pg. 8 and May 2009, Dubit and BusinessLink potential, and we also look at how
Does FE and HE take the edge off developed three key indicators across the education and occupation groupings
enterprise? youth population. These provide insights may form a channel strategy for future
Uni & college students the least likely to go into young people’s inherent enterprise delivery, and the opportunities within each
into business, but school pupils and young potential; their aspiration to set up in to engage young people.
people in employment have high potential, business; and actual engagement with
aspiration and business engagement
enterprise. Together, these provide a Normal distribution of
Pg. 12
pathway to business - from their natural enterprising characteristics
skills, their readiness, and through to their 1

2. Table of Contents
Part One
Youth Enterprise Landscape
Young People’s Enterprise Potential across the region 3
Business Aspiration scale 4
Business Engagement scale 5
Influences on Enterprise 6
Enterprise Education
7
8
Business Information - young people’s needs
Part Two
Segmentation & Channel Strategies
Enterprise Potential segments: EPS1-4 10
Segmentation by Educational & Occupational Status 12
Employed (16-25s) 14
School Students (14-16s) 14
College / 6th Form Students (16-18s) 15
University Students (18-25s)
15
16
NEETs (16-25s)
16
Recommendations
2

3. The Youth Landscape:
Part One Enterprise Potential
Frequency Mean Average 212
Enterprise Potential
The Enterprise Potential (EP) model measures a
young person’s enterprise profile by assessing
responses to a series of 34 questions related to
positive factors for entrepreneurship, covering
their understanding of, and interest in business;
their ambitions about starting up; personality traits;
personal contacts; attitudes to risk; and perceptions
of their skillset and confidence.
The higher the EP score, the more enterprising
the young person is likely to be. Importantly, the
EP score directly correlates with the Business
Engagement Scale (p4), meaning that those with
higher EP scores also tend to follow through their Enterprise Potential Score
actions, or at least explore the possibility of taking
their idea further. Those at the upper end of the EP across the youth population in the Region
scale are more likely to be looking at setting up in Through the Enterprise Potential scale we can measure the extent to which
business. young people are switched on to setting up in business, and measure the
qualities they display that could enable this.
The consequent “bell curve” or normal distribution
of enterprise potential across the sample reflects Across the Yorkshire & Humber region, we have found the following
the number of factors that have been taken into comparative statistics, exhibited in the tables to the left:
account - but it is interesting to observe that there
is a slight skew towards a lower mean value. This Males exhibit higher EP than females: 221 v 203
scale allows us to compare different groupings and
No significant differences by age: each follows the same pattern
demographics, and assess their propensity to
become self-employed or establish a business. Young people from BME groups are more switched on to enterprise,
especially when compared with white males
East Riding is the least enterprising region: North & West Yorkshire
youth have the most potential
Employed young people display more potential to set up in business
EP Score
than any other grouping
Apart from the low NEET scores, higher education seems to reflect
poorly on scoring, but here is no causal relationship established. Do
those with low EP choose to stay on at school and pursue a “career”?
Or does HE take the edge off enterprise potential?
3

4. Business Aspirations:
seize the day?
Once we have assessed the population’s enterprise potential, it is interesting to
measure the thirst for setting up in business in the future, and compare results
across and within groups. Plus, whether they see enterprise as a viable
alternative to mainstream employment:
7 out of ten young people in the survey believe that anyone can set up
in business
8 out of ten believe that anyone can be self-employed
There is no shortage of positive thinking about the concept of enterprise
Nearly 60% of 14-19 year olds feel that becoming self-employed is a
possibility for people in their 20s or even before.
Nearly 40% of 14-19 year olds feel that setting up in business is a Self-employment vs
possibility for people in their 20s or even before. Setting up in Business
The critical question, however, is whether they think that they could do that
themselves. The Business Aspiration (BA) scale measures the likelihood of
Different perceptions of setting up a
young people becoming self employed or setting up in business.
business and becoming self-employed:
young people believe the former involves
Business Aspiration scale starting from scratch, employing other
Through rating their likelihood of becoming self employed or establishing a
people and having good business ideas
business in the future - from 1 (highly unlikely) to 10 (highly likely), we obtain
an overview of the youth population. Setting up a business seen as riskier,
involving higher amounts of investment and
Overall, the three peaks indicate that there are some totally disconnected with
more complicated registration processes –
the idea (1-2); some definitely looking to set up in the future (8-10); and then a
nonetheless it is still the most desirable of
huge amount of young people who are unsure (5), unprepared to make any
the two
commitment.
Employed young people and school pupils have much higher
business aspirations than those at University or College (p12) “Self employed is more for people who work alone
eg plumbers, consultants. Setting up a business
implies other people would be involved”
“Being self-employed could simply involve being,
for example, a freelance language or music teacher
whereas really „setting up your own business‟
involves registering the business, setting up offices
etc etc”
4

5. Business Engagement
Taking the hopes or aspirations one step further and into
action: just how many are prepared to jump in and give
enterprise a go?
The research investigated to what extent young people from the survey group
are actually engaging with enterprise - from having some vague business ideas,
through increasing stages of development, up to having already established a
VAT-paying business.
6 out of 10 respondents have business ideas they wish to explore
However only 3 out of 10 have ever looked for support or
information on how to progress their idea
63% of those with business ideas have never looked for further
information on taking their idea further
Only 1 in 10 specifically exclude setting up in business or becoming
self employed
Business Engagement scale
I run my own business / self-employed and pay VAT
I run my own business / self-employed and do not pay VAT
I am in the process of setting up my own business / self-employed
I am thinking about setting up and have spoken to people about it
I have some ideas but have not followed them up
I have some very vague business ideas
I have never thought about business ideas or setting up in business
I would never want to set up in business or become self-employed
Opportunity
Huge potential for enterprise within young people’s minds which is lying dormant: can BusinessLink harness this?
5

6. Influences on Enterprise
The Positive Factors
The factors collected from Dubit’s desk research and stakeholder consultation
included:
Personality traits that that make it more likely to set up in business,
or do it successfully: risk profile; determination; ambition; goal-
setting and so on
Proximity to people in business (Friends or relatives)
Future planning: vision of the future
Access to capital / finance
Other circumstantial conditions such as being made redundant,
pressure of a more dynamic partner
The Negative Factors
But when we asked what has prevented the young people taking a business idea further - or what has put them off setting up in business,
the young people in the survey pinpointed finance and information as key barriers:
74% stated that it is hard to find money to back their ideas
7 out of 10 do not know where to get started
Over half think it is too risky and prefer to settle for a job
6

7. Business Information (cont.)
Enterprise Education
One of the key positive influences on enterprise potential, business
aspiration and business engagement has been Enterprise Education (EE).
On splitting the data between those who had experienced EE and those
who hadn’t, a clear effect was revealed:
Young people exposed to Enterprise Education exhibit higher
levels of aspiration (see bottom chart, left)
67% of those who have received EE are thinking about business
ideas or have taken them further, compared with only 57% of
those who have not received EE
18% of those who received EE are talking to people about their
ideas, compared with only 10% of those without EE
Longer term activities with “real” outcomes such as School
Enterprises and Business Challenges are most highly rated by
young people and teachers
EP Score
Business Engagement scale (EE/No EE)
EP Score
Business Aspiration scale (EE/No EE)
Opportunities
PR the measured effects of Enterprise Education
to increase take-up and reach
Integrate BusinessLink offer and branding with
Enterprise Education resources
Explore which EE programmes impact EP most
through applying the EP scale within schools and
1 = highly unlikely: 10
assessing differential results
= highly likely
7

8. Business Information
Young people’s resources
Given that some of the key barriers to progressing a business idea implied a
lack of information and knowledge about business, the young people in the
survey were asked where they currently would start to find such support. The
top three destinations were polled and these reveal that:
Careers advisers feature second in the list as the person 50% of young
people would go to for advice about setting up in business. How
equipped are they to advise young people about setting up a
business?
Over half would visit someone they knew that was already in
business, and just under half would speak with a friend or family
member.
Business websites and business support services were less likely to
be visited, but amongst older respondents these became more
relevant. Such websites were a clearer choice for those who had BusinessLink
Respondents were asked specifically about a range of
already looked for information (see full report). business websites , revealing scattered awareness and
low levels of usage of support services amongst the
young people.
Prince’s Trust and BusinessLink had highest
awareness (54% were aware or had used
BusinessLink)
However, 46% of the total young people
surveyed had not heard of BusinessLink
NEET groups had double the awareness (72%)
of Prince’s Trust than BusinessLink
BusinessLink was most recognised (and most
used) by young people in employment (62%)
All other youth business support services had
less than 20% awareness amongst the target
audience
Teachers/Tutors were obviously much more relevant to students at
school
Employed young people were much more likely to talk to friends in Opportunities
business and also access business information services.
Create a youth-friendly BusinessLink destination
We surveyed a wide range of subjects or topics which young people site for enterprising youth
felt would help them engage with enterprise and take an idea further. In
Create resources and introduce training for
other words, if they were to look for information on something, what
Careers Advisers
would help most (1 is not all all, 10 is very much):
Leverage contact with employed young people
What the young people and teachers told us in the focus through “mini MBA” business clubs?
8

9. Business Information (cont.)
groups:
Finance and money, seen as one of the key barriers to entry, is the
most important topic to lead with in any resource (attracting more
users)
However school pupils felt that information on startups was
more important than access to finance
Case studies seen as less important overall, although teachers felt
these motivated young people more than anything else
Access to a mentor network appealed more to young people - but
they didn’t know where to go for this
Googling It was felt that existing resources catered for those “already engaged”
- reflected in the low usage of business support websites. There is a
The most common terms that young people would
need for a comprehensive but simple, jargon-busting, site
use for searching for local business information
and support often did not include the town, city or Young people and teachers suggested interactive applications and
county name. Here are a few of the most common networks for young enterprising people to share experiences, be
search strings they used in Google or yahoo!: introduced to mentors, learn from advice
local business help (or information)
how to set up my own business
startup business information Doncaster
setting up a business
setting up self employed
Opportunities
Youth Business Portal where Finance
information is lead “content”
Youth Enterprise Network with mentor
access and personal business pages: eg
MySpace for MyBusiness
Further detail on potential site content
and design is explored in the full
document, but warrants further testing
of recommendations
9

10. Segmentation Studies &
Part Two Channel Strategies
Frequency Mean Average 212
Rationale
Part One reviewed the total youth landscape
represented by the different groups surveyed.
Across the 1261 respondents, although there are
common touchpoints and needs, the EP curve
demonstrates that different young people have
different levels of ambition and perceive business
in different ways, resulting in their subsequent
place on the EP scale. EPS1 EPS2 EPS3 EPS4
Within this scale, then, will be certain typologies
which may be uncovered, with specific needs and
potential, and in segmenting the EP scale we may
be able to target BusinessLink communications in
a more effective way, by segment. This is the Enterprise Potential Score
subject of the first section of Part Two.
Additionally, by looking at the five Segmentation by Enterprise Potential
educational/occupational groupings present within Based on the Enterprise Potential scores, the population sample was segmented
the sample - in turn - we may be able to discover into two groups, based on below average scores and above average scores.
common needs and opportunities for BusinessLink These groups were then split again in half, with the split occurring at the mid-
within each grouping. This will be covered in the points between mean average and minimum/maximum score recorded. Thus
final section, together with recommendations for we have four groups (as above), EPS1 (low potential) through to EPS4 (high
engaging with each grouping. potential).
When these groups were correlated against their respective scores in Business
Aspiration and Business Engagement, this not only corroborated the rationale
behind the EP scale, but also revealed significant differences between the
groups.
Business Engagement scale
10

11. Segmentation by Enterprise Potential (cont.)
Business Aspiration scale
It is also possible to analyse each of the EPS segments by Business Aspiration
scale (below) - once again, this demonstrates the validity of the EP scale at the
same time as defining the characteristics of young people in each EPS segment.
(10 is highly likely, 1 is highly unlikely)
EP Summary
Respondents have been segmented into specific groups
that reflect their overall propensity to enter business,
Differential Influences on Enterprise providing BusinessLink with the potential for targeted
strategies in each segment.
A word cloud for each group was generated from responses to the questions
about main barriers to thinking about, or actually going ahead, and setting up a
Higher EPS groups are much more of a target
business. The larger the phrase, the more it was mentioned by the respondents market for BusinessLink services: however 4
in that EPS group. in 10 of the top group have never looked for
Business Information
Main barriers for low EPS groups
Access to money is the biggest barrier for the
highest group, who may have already
overcome most other barriers
Lower groups are more risk-averse and worried
about not having any good ideas
Careers advisers are key contacts for low EPS
groups: higher EPS groups look for mentors
Main barriers for high EPS groups closer to home
Opportunities
Further investigation into the characteristics of
EPS4 (and EPS3): typologies, skills, media etc
Launch a BusinessLink “EPS4 Club” for high
potential entrepreneurs: nurture, encourage
Run the EP scale across the Region’s schools to
identify future high-flyers and streamline their
access to resources
Different web resource/access by segment?
11

12. Segmentation by Educational &
Occupational Status
Enterprise Potential scale
This section of the research takes each grouping and sample population from
within that, and runs the previous analysis within each grouping:
- School Pupils (14-16s)
- College / 6th Form Students (16-19s)
- NEET (16-25s)
- University Students (18-25s)
- Employed (16-25s)
This resulted in different EP graphs for each grouping:
Business Aspiration scale
Does FE/HE take the edge off enterprise?
School and Employed groups most interested in the
and the line below summarises the mean scores for each grouping: choice of enterprise in the future
University students have significantly lower high
enterprise aspiration (even lower than NEET)
College students also seem to be on “career
path” and do not consider enterprise as a
serious option
Young people in employment register the highest EP scores
School and College students higher than University scores
NEETs register the lowest scores
However it is important to note that the shape of the curves indicates that
within each group there is still a range of EP scores, meaning that even NEET
respondents had some in the top (EPS4) segment. Indeed, University students
have one of the highest proportions of EPS4 scores: this may point in the
direction of a more rigorous “EPS3/4 segment” strategy as opposed to a
channel/grouping strategy.
12

13. Segmentation by Education/Occupation (cont.)
Business Engagement scale
It is also possible to analyse each of the Educational and Occupational segments
by Business Engagement scale (below), revealing how far each grouping is
active in entrepreneurial “activity”.
Educ/Occup Summary
Targeting key educational routes or the employed
appear to be worthwhile strategies for BusinessLink -
and perhaps to create specific communications that
“speak” to the barriers/worries/aspirations of each
grouping
Key stage to harness entrepreneurial
expectations is at School
Employed young people are the most switched
on to enterprise: can BL encourage
“Intrapreneurship”?
Employed grouping has more ideas, more activity in the enterprise Employed grouping has highest engagement
arena than any other grouping with business, most ideas, highest potential to
progress with help
Schools and colleges have relatively high (over 20%) proportions of
people with ideas who are beginning to talk with others about University languishing in lack of aspiration,
enterprise but with high potential, and more EPS4
characteristics
University grouping much less interested in self-employment as a
route (only 15% scored 8-10)
NEETs represent lowest engagement levels overall (and yet still have
EPS4 representation) Opportunities
Unexplored ideas found in every occupational group Reduce focus on Universities as centres for
Entrepreneurship? Perhaps this insight directs
action to younger, more aspirational youth?
The next section looks at each grouping in turn as part of an Create “Young Worker” resources for the
overview of each potential target for BusinessLink. We employed workforce with enterprise potential
have provisionally looked at these in some order of priority, Engage more directly with school pupils in the
according to the insights received. early years and present enterprise as a “real”
alternative to conventional FE/HE routes
13

14. Employed (16-25s)
Enterprise Potential
Highest overall (219) and largest slice of EPS4 (high potential group)
Business Aspiration & Engagement
Highest at top level (25% 8-10s) and most engaged: most business ideas to
pursue (70%) and most likely to speak to others about these. Highest level of
current business start-ups.
Perceived Barriers Opportunities
Money and access to finance stands out from other factors (risk is the second):
Out-of-hours resources (such as websites,
seem to be more confident; less need to know “how to get started” than other
helplines, mobile units) and “outreach” more
groupings, but startup support still an issue.
relevant to this grouping
Information Needs Create “Young Worker” resources for the
Business websites the key focus for their search, as well as family and friends. employed workforce with enterprise potential
Access to finance, and business planning information cited as key
requirements. Over half felt that Business Clubs were a good idea in the Assess accessibility and “youth-friendly” nature
survey. of BusinessLink resources. Can we do more to
encourage those in employment?
BusinessLink
Business Clubs and online networks
Highest awareness and usage: but still only 20% have contacted.
School Students (14-16s)
Enterprise Potential
Second highest level (212) and good penetration of EPS3 & 4.
Business Aspiration & Engagement
Highest overall aspirations to enter business of all groups: one third have ideas
but not pursued them. Nearly 20% are speaking to people about their ideas.
Enterprise Education has had a huge impact on their confidence - and they are
still exposed to it at this stage.
Opportunities
Perceived Barriers
High aspiration can be harnessed by more
Only group for whom money and finance are not the most important barriers:
directional as well as experiential Enterprise
neither is risk a big concern. Key barrier is “not knowing how to start”. (Plus,
Education (eg. showing how to “start up”)
does FE/HE route dampens the potential of enterprise?)
Provide effective training and resources to
Information Needs Careers Advisers & Teachers
Main sources are currently friends & family, websites and teachers / careers
advisers. They seek access to mentors (and to a lesser extent, finance). More Create more interactive online resources &
interactive online applications & networks could provide key information & networks for young entrepreneurs
learning resources.
Engage more directly with school pupils in the
early years and present enterprise as a “real”
BusinessLink
alternative to conventional FE/HE routes
Over 50% of pupils had never heard of BusinessLink
14

15. College / 6th Form Students (16-18s)
Enterprise Potential
Joint second highest score (212) and second largest slice of EPS4 group
Business Aspiration & Engagement
Second largest engagement factor: 2 in 5 have vague ideas; 1 in 5 are
exploring ideas; and less than 1 in 10 exclude business as an option. However,
their aspirations are less than those in school or employment, implying a loss
of interest, and in spite of high potential and many ideas.
Perceived Barriers
Opportunities
Risk and “knowing how to get started” are less of an issue here, but money Engage tutors/teachers/careers advisers with key
resurfaces as a concern (perhaps linked to risk, unconsciously) enterprise messages: provide resources
Direct online resources to those in FE to
Information Needs
encourage engagement and widen horizons:
Business websites and family and friends are the main sources of information.
educate about business opportunities in each
Access to finance, business planning information and a mentor network are
subject area
most needed. 60% of those who have never looked for information see
Careers Advisers as a key source of information. Provide more directive enterprise education for
6th forms and colleges
BusinessLink
High awareness (44%) but in spite of many ideas, little contact (12%)
University Students (18-25s)
Enterprise Potential
Below average levels of EP (210), nonetheless one of the highest proportions
of the highest potential group (EPS4)
Business Aspiration & Engagement
Very low likelihood to have business ideas: 20% have had ideas but never
followed them up; 30% have never had any ideas; 10% never want to involved
in enterprise. 2nd lowest aspiration level.
Opportunities
Perceived Barriers
Reduce focus on Universities as centres for
Money less of a barrier - but highest level of concern is around risk. Career
Entrepreneurship? Abandon efforts in preference
and academic requirements may interfere with other aspirations.
to other areas?
Information Needs Understand more about Enterprise opportunities
Business websites are as important as careers advisers, and networks of for University students: eg business modules
mentors are more highly desired, as well as business planning. For those in within academic courses
EPS4 groupings, access to finance is a particular motivator.
Recruit EPS4 students for Business Clubs,
BusinessLink incubator units, and networking opportunities
Highest awareness but almost as low a usage as NEETs: 5%. 53% have never
heard of BusinessLink
15

16. NEET (16-25s)
Enterprise Potential
Lowest overall (191) and yet some potential in higher EPS quadrants
Business Aspiration & Engagement
They link enterprise to good ideas but less likely to think that they have them.
Most believe that business is not something people would like them would do,
but 10% are progressing their business ideas and 20% have ideas they have
never shared with anyone
Perceived Barriers
Access to money, but mainly their ideas and how to get started. People they
Opportunities
know also are more likely to put them off thinking about enterprise Improve mentor network for NEETs, especially
profiling those from NEET backgrounds who
Information Needs have started in business
Careers advisers seen as major sources of information and support: those who
Profile NEET population & find those with high
have actively looked for information (a minority) have used websites and
EP scores: recruit for dedicated programme
people they know in business
Engage more directly with school pupils in the
BusinessLink early years with enterprise resources & guidance
Lowest awareness and usage: 58% have never heard of BusinessLink
Summary Recommendations
OVERALL
Huge potential for BusinessLink to harness dormant ideas within young people’s minds: 63% of ideas unexplored. Introduce
BusinessLink branding and resources at younger ages to improve awareness and engagement
Improve online resources for young people: create interactive modules & (mentor) support networks: social networking for
young entrepreneurs. Tailor to different stages of Business Engagement scale. “MySpace for MyBusiness”
Careers Advisers are key sources of enterprise information: may require more resources, training, BLink contacts
EPS Segments
Investigate key typologies within EPS3/4 to tailor BusinessLink communications to these groups
“EPS4 Club” - recruit high flyers into BusinessLink Elite Club through profiling across the region. Create enterprise “prize
fund” for top achievers (access to finance the main psychological barrier for this group)
Educational / Occupational Groupings
Employed young people a key target group: Create “Young Worker” resources and networks (miniMBA club?)
Run EP score across region’s schools to investigate differential impact of Enterprise Education programmes on pupils: which
modules are most effective at increasing EP? Potential for more “directive” as well as experiential programmes to improve
follow-through of ideas
Reduce focus on Universities as centres for Entrepreneurship? Abandon efforts in preference to other areas? OR increase
investment in University programmes and integration with academic courses
16