1. Outset Norfolk Report 2011
Funded byDelivered by

2. “We are delighted with the results of the Outset
Norfolk programme. It has not only exceeded targets in
helping businesses to start up, but also in helping a wide
range of people to consider if self-employment is the right
option for them. The many mentors who have volunteered
time to help individuals have also been invaluable in making
this programme a great success. The programme has been
an important part of Norfolk County Council’s strategy to grow
Norfolk’s economy, of which encouraging enterprise is a key
part. We look forward to supporting Outset Norfolk over
the coming months to help more people to start their
own business”..
Ann Steward, Norfolk County Council Cabinet
Member for Economic Developmentand Strategy.

3. 1©YTKO 2011
Foreword
“The Outset® programme is best practice
for engaging with disadvantaged groups
in society, and supporting people into self-
employment as a means of becoming
financially independent. It changes cultures,
increases skills, stimulates the economy via
the creation of new businesses and jobs, and
reduces the cost of benefits.
Having completed our first year of delivery in Norfolk,
Outset has created a real impact in the county, which we
are proud to evidence in this report. We’ve unleashed
Norfolk’s appetite for entrepreneurship – exemplified
by the 600+ people who sought our help to explore
enterprise, and the creation of over 50 business
start ups.
We are grateful to the generosity of Norfolk’s
businesspeople who came forward to ‘give something
back’ by way of allocating their valuable time to help
another. These genuine acts of altruism quickly filled up
our Mentor Time Bank, which reached over 2100 hours!
The number and variety of clients who we’ve
supported demonstrate Outset’s unique ability to reach
demographics that mainstream business support simply
cannot. It provides the right type of flexible, tailored
and high quality support at the right time, with the right
ethos, and in the right place.
Our focus on sustainability requires that clients have
realistic expectations, a passion for what they do, a
firm understanding of key business skills to ensure they
remain competitive and, most of all, survive the high-risk
first 12 months.
Outset Norfolk is a real success story. Our extremely
hard-working, dedicated and enthusiastic core team
of two has led Outset Norfolk to become one of
our flagship programmes, consistently meeting and
exceeding targets right through the project.
I’d like to extend our thanks to Chris and Sarah; to
all of our partners, whose referrals and close working
relationships have enabled the provision of seamless
support for the county’s new entrepreneurs; and to all of
our mentors for helping us achieve a significant impact
on the Norfolk economy in such a short space of time.”
Bev Hurley,
Chief Executive, YTKO

4. 2 Outset Norfolk: Report 2011
Background
SMEs now account for 99.9% of all enterprise
and 59.8% of all private sector employment
across the UK [1]. In rural areas such as
Norfolk, this figure is often higher because of
the tendency for larger commercial employers
to develop in urban locations where resources,
labour and logistics are more accessible.
Over recent years, the National Indicator for enterprise
(171) reported a continuing decline in Norfolk’s business
birth rate, despite the expenditure of significant public
sector funds. Recognising that Norfolk’s towns and
villages rely on successful and sustainable enterprise for
wealth creation and employment opportunities, Norfolk
County Council were seeking a different, innovative
approach. They commissioned this programme through
open public tender to make a real impact on the
county’s economic outputs.
EEDA’s Investing in Communities (IIC) funding stream
added another element to the programme’s agenda.
This enabled the provision of tailored business start-up
support and advice to people within the county’s four
most deprived communities and for people from under-
represented enterprise groups.
About YTKO
Our vision: Creating fulfillment
and prosperity through enterprise
Our Outset programmes across the country are currently
supporting in excess of 3000 individuals classified as
under-represented in business. In the past four years
alone we have helped the creation and growth of over
1000 businesses whose contribution to the UK economy
is over £150 million every year.
These include many people furthest from the labour
market – people with a history of substance misuse
or offending behaviour, mental or physical health
issues and disabilities, and from backgrounds of
generational unemployment. Our support for women’s
entrepreneurship, a major source of untapped economic
potential, has been recognised as national best practice
by the government.
Through intensive evidence gathering and analysis that
feeds back into provision, our programmes achieve,
without exception, high return on investment, added
value across a range of factors, and multiple economic
and social outcomes.
Our delivery is characterised by high levels of mutually
supportive partnership working with those who share the
same goals, and our emphasis is on sustainability and
additionality. This helps ensure a positive impact on the
economy, an effective use of public sector funds, and a
transformation in our clients’ lives.
[1] Department for Business, Innovation & Skills, Small and Medium-sized Enterprise (SME)
Statistics for the UK and Regions 2009 (SME Statistics), published 13 October 2010.
Measure
Outputs –
People
engaged
Outputs –
Skills
assisted
6 hrs +
Employment
Assist
Other
support
and IAG
Businesses
created
Target 500 80 50 170 52
Achieved 610 96 60 184 54
+/_ Against Target +110 +16 +10 +14 +2

5. 3©YTKO 2011
The results
At the commencement of the programme
in November 2010 we set ourselves
challenging targets as indicated on the
previous page. However, due to a continual
increase in unemployment levels, unforeseen
redundancies, and people needing to support
their families financially, we were overwhelmed
with the response to our grassroots outreach
and engagement and marketing activities.
As a result we with engaged with over 600 people, 96
of which have benefited from over 6 hours of assisted
support and/or training, many of which have had in
excess of 25 hours support. This culminated in the start-
up of 54 trading businesses. Based on each having
an approximate value of £20,0002
p.a. this equates
to an estimated contribution of £1,080,000 for the
Norfolk economy. There is also an additional benefit to
the economy, because 30 of our start-up clients have
stopped claiming benefits. If we just use £65.00 pw for
Job Seeker’s Allowance, and take no other benefits into
account, that alone equals a further minimum saving of
£101,000 of taxpayers’ money.
Our delivery model
With limited resources and a team of only
two people to achieve our targets, given the
challenging budget of less than £100,000 –
inc. VAT – it was essential to put in place a
structured yet flexible method of delivery to
accommodate the diversity of needs. Not only
did we aim to promote enterprise generally,
but more specifically to raise aspiration and
business creation amongst disadvantaged and
under-represented groups throughout Norfolk.
Alongside referrals to a range of existing business
support partners for formal start-up training, we devised
a mentoring scheme to leverage additional value to the
project, and to provide a source of ongoing one-to-one
support, encouragement and guidance to our clients.
The mobilisation, training, matching and monitoring
of the mentor scheme has been a key part of our
marketing and programme delivery.
Not long after launch in November 2010 during global
Entrepreneurship Week at The Forum, however, it
became clear that most of the existing support providers
were faced with losing their funding after the end of
March. In light of these new and originally unforeseen
funding cuts, the Outset Norfolk model was
revised to include the delivery of nine of our own
accelerated business start-up workshops.
[2[ Figures taken from Valuing Outputs for the IiC programme.
Map shows Outset Norfolk
client base

6. 4 Outset Norfolk: Report 2011
The target audience
The programme was focused on reaching, engaging and
supporting people from disadvantaged communities and
under-represented enterprise groups, including:
• Women
• Those at risk of redundancy
• Long-term unemployed
• Those claiming benefits
• Single parents
• Those with disabilities
• Those aged over 50
• Graduates entering the workplace
• Women returning to work
• Ex-offenders
• Clients from black and minority ethnic
(BME) backgrounds
The graph below illustrates the barriers to self-
employment that many of these client groups face, that
we help them overcome.
In addition, within the four original key target areas of
King’s Lynn, Great Yarmouth, Norwich and Thetford, we
were targeting 25 distinct deprived wards.
In March 2011 a separate start-up programme was
contracted by Great Yarmouth Borough Council. Not
wishing to duplicate this delivery we withdrew our
services to concentrate on the remaining key areas
in Norfolk.
Further confirmation of how vital this type of start-up
provision is, is demonstrated by the ‘Age Breakdown’
graph, showing that over 50% of our 350 clients are
over 40 years old, and of these, half are over 50. With
many years’ working life still ahead of them, it is clear
that self-employment is increasingly seen as a way to
achieve a secure financial future.
60+ Not given
26 5 2
and Black AfricanMixed White and Black CaribbeanMixed White and AsianWhite Irish White Other White British Other Not Given
1 2 2 3 18 271 10 11
Ex-offender Health Issues Rural English as a Second LanguageRisk of RedundancySingle Parent
2 17 24 63 19 73 31
1%0%1%1%0%
1%1%
1%
5%
3%3%
Asian or Asian British Indian
Asian or Asian British Pakistani
Black or Black British Caribbean
Black or Black British Other
Mixed White and Black African
0 16 32 48 64 80
0 16 32 48 64 80
Mental health
Returner
Carer
Physical disability
Refugee
Ex-offender
Health issues
Rural
English as a second language
Risk of redundancy
Single parent
0 75 150 225 300
Single parent
Asian or Asian British Indian
Asian or Asian British Pakistani
Black or Black British Caribbean
Black or Black British Other
Mixed White and Black African
Mixed White and Black Caribbean
Mixed White and Asian
White Irish
White Other
White British
Other
Not given
Potential barriers experienced by some clients
16-25 26-29 30-39 40-49 50-59 60+ Not given
12 7 23 25 26 5 2
Employed Full-timeEmployed Part-timeUnemployed Unknown
42 43 205 39
Male Female
159 170
Asian or Asian British IndianAsian or Asian British PakistaniBlack or Black British CaribbeanBlack or Black British OtherMixed White and Black AfricanMixed White and Black CaribbeanMixed White and AsianWhite Irish White Other White British Other
3 1 4 3 1 2 2 3 18 271
Mental Health Returner Carer Physical Disability Refugee Ex-offender Health Issues Rural English as a Second LanguageRisk of RedundancySingl
11 37 11 14 2 17 24 63 19 73
12%
7%
23%25%
26%
5%2% 16-25 (12%)
26-29 (7%)
30-39 (23%)
40-49 (25%)
50-59 (26%)
60+ (5%)
Not given (2%)
13%
13%
62%
12%
Employed full-time (13%)
Employed part-time (13%)
Unemployed (62%)
Unknown (12%)
48%
52%
Male (48%)
Female (52%)
1%0%1%1%0%
1%1%
1%
5%
3%3%
Asian or Asian British Indian
Asian or Asian British Pakistani
Black or Black British Caribbean
Black or Black British Other
0 16 32 48 64 80
Mental health
Returner
Carer
Physical disability
Refugee
Ex-offender
Health issues
Rural
English as a second language
Risk of redundancy
Single parent
0 75 150 225 300
0 75 150 225 300
Asian or Asian British Indian
Asian or Asian British Pakistani
Black or Black British Caribbean
Black or Black British Other
Mixed White and Black African
Mixed White and Black Caribbean
Mixed White and Asian
White Irish
White Other
White British
Other
Not given
Breakdown of Ethnicity
12%
7%
23%25%
26%
5%5%2% 16-25 (12%)
26-29 (7%)
30-39 (23%)
40-49 (25%)
50-59 (26%)
60+ (5%)
Not given (2%)
13%
13%
62%
12%
Employed full-time (13%)
Employed part-time (13%)
Unemployed (62%)
Unknown (12%)
48%
52%
Male (48%)
Female (52%)
82%
Breakdown of age
Male Female
159 170
Asian or Asian British IndianAsian or Asian British PakistaniBlack or Black British CaribbeanBlack or Black British OtherMixed White and B
3 1 4 3 1
Mental Health Returner Carer Physical Disability Refugee
11 37 11 14 2
12%
7%
23%25%
26%
5%2% 16-25 (12%)
26-29 (7%)
30-39 (23%)
40-49 (25%)
50-59 (26%)
60+ (5%)
Not given (2%)
13%
13%
62%
12%
Employed full-time (13%)
Employed part-time (13%)
Unemployed (62%)
Unknown (12%)
48%
52%
Male (48%)
Female (52%)
82%
Client gender divide
3 1 4 3 1
Mental Health Returner Carer Physical Disability Refugee
11 37 11 14 2
12%
7%
23%25%
26%
5%2% 16-25 (12%)
26-29 (7%)
30-39 (23%)
40-49 (25%)
50-59 (26%)
60+ (5%)
Not given (2%)
13%
13%
62%
12%
Employed full-time (13%)
Employed part-time (13%)
Unemployed (62%)
Unknown (12%)
48%
52%
Male (48%)
Female (52%)
82%
Breakdown of employment status
upon engagement

7. 5©YTKO 2011
Method of
engagement
To maximise the marketing budget, the team raised
awareness of the programme and created demand
initially by visiting the communities in Norwich, Diss,
Swaffham, Fakenham, King’s Lynn and Thetford.
The success of this approach is evidenced in the graph
below which shows that cumulatively 79% heard about
us as a direct result of our outreach work.
Community engagement included building strong
relationships with a huge range of stakeholder
organisations and community groups, (both enterprise
and non-enterprise related), local Jobcentres and
libraries. These relationships enabled the circulation
of marketing literature; posters were also displayed in
prominent positions, promoting the dates of Information
Sessions in each area.
Supporting this activity, we utilised social media
websites such as Facebook, LinkedIn, Twitter and local
social media specialist ipatter.com, taking maximum
advantage of this free resource to spread the word and
share useful information about the programme and other
opportunities for newly self-employed. Press releases in
the local papers and via partner newsletters, continued
to raise awareness of the Outset Norfolk programme.
Weekly bite size advertisements featuring either the
Outset Norfolk Programme Manager or one of the
Outset clients have been broadcast on Norwich Radio,
free of charge, and Chris Leighton was a guest on the
‘Community Chest’ morning programme on Future
Radio – further raising the programme’s profile in the
disadvantaged wards. A website was created and
continually updated with events, activities and case
studies of success stories.
Partner events
attended
Outset Norfolk has continued to participate actively and
supportively in partner events, such as:
• Global Entrepreneurship Week,
November 2010
• Money Education and Learning hosted by
Cotman & Orbit Housing The Forum Norwich
• Money Education and Learning hosted by
Cotman & Orbit Housing North Walsham
• Enterprising Women/Outset Norfolk
‘Unlocking your Potential’
• Worklessness for Travellers in King’s Lynn
• Neighbourhood Management for
‘Comeunity’, Great Yarmouth
• Families First Great Yarmouth
• Fakenham High School
• Jobs Fair Thetford
• Norwich City Learning/TWOF Network
Opportunity Knocks Norfolk & Norwich
Conference
• Norfolk County Council Jobs Fair.
This grass-roots engagement with partners was
paralleled by the delivery of our rolling programme of
informal, enterprise Information Sessions at local venues
across the county. We also held similar workshops on
site for graduating students from Norwich University
College of Art (NUCA), members of the University
of East Anglia’s Evolve Project, A4E Prison Service,
WiRE (Women in Rural Enterprise) and for offenders in
Wayland Prison, in preparation for their release.
Outreach client engagement
How our clients heard about Outset Norfolk
NCC Jobs Fair Money, Eduation and Learning, ForumGlobal Entrepreneurship WeekWiRE Enterprising Women 'Unlocking your Potential'HMP Wayland Thetford Women In BusinessNUCA Brainchild Cotman Housing EventThetford Jobs Fair NAME Norf
2 1 3 1 3 1 1 1 6 5 1
Press Event Word of Mouth Leaflet Referall Internet Newsletter Other
5 29 29 46 100 22 4 19
0 1.5 3 4.5 6
0 1.5 3 4.5 6
NCC Jobs Fair
Money, Eduation and Learning, Forum
Global Entrepreneurship Week
WiRE
Enterprising Women
HMP Wayland
Thetford Women In Business
NUCA Brainchild
Cotman Housing Event
Thetford Jobs Fair
NAME
Norfolk Jelly
Norfolk Network
2%
11%
11%
18%
39%
9%
2%
7% Press (2%)
Event (11%)
Word of Mouth (11%)
Leaflet (18%)
Referall (39%)
Internet (9%)
Newsletter (2%)
Other (7%)
NCC Jobs Fair Money, Eduation and Learning, ForumGlobal Entrepreneurship WeekWiRE Enterprising Women 'UnlockinHMP Wayland
2 1 3 1 3
Press Event Word of Mouth Leaflet Referall Internet
5 29 29 46 100
0 1.5 3 4.5 6
NCC Jobs Fair
Money, Eduation and Learning, Forum
Global Entrepreneurship Week
WiRE
Enterprising Women
HMP Wayland
Thetford Women In Business
NUCA Brainchild
Cotman Housing Event
Thetford Jobs Fair
NAME
Norfolk Jelly
Norfolk Network
2%
11%
11%
18%
39%
9%
2%2%7% Press (2%)
Event (11%)
Word of Mouth (11%)
Leaflet (18%)
Referall (39%)
Internet (9%)
Newsletter (2%)
Other (7%)

8. 6 Outset Norfolk: Report 2011
Specialist tailored
support
Outset is a tried and tested model normally incorporating
community delivery of a four-stage training and support
programme from pre-start through to one year post-start
sustainability and growth. Outset’s major strength is its
client focus, and ethos of working to develop the person
and the business idea in tandem. The programme is
highly tailored, in terms of both content and delivery, to
meet the specific needs of these clients.
Held in local, familiar community venues across the
county, our activities are easily accessible, and we
provide support on a rolling basis so clients are able
to join at any time, avoiding any loss of momentum.
Sessions are informal and motivating, offering a
conducive and ‘comfortable’, but highly practical and
stimulating learning environment.
The Outset Norfolk programme offers clients a two-
hour group enterprise Information Session, followed by
a one-to-one meeting to assess their individual needs,
review their market research and progress made to date.
Where appropriate, clients are then matched with a
suitable business mentor, based on the skillset required,
for ongoing support. We were also able to deliver a few
of our women-only Outset start-up training courses
(providing additional and complementary support for
Business Link East’s offering). Further information and
referrals to other provision are provided where and
when available.
The Mentor Time Bank
– the ‘big society’
in action!
Given the client target audience, we called on local
businesspeople from all backgrounds, sectors and parts
of the county – from sole traders, freelancers and shop
owners to captains of industry and senior managers in
large companies.
Norfolk businesspeople were very quick to sign up to the
programme, with some 10 registrations, donating 262
hours, occurring in the first 48 hours of the initial news
releases. Mentoring training sessions and a mentoring
guide were provided to enhance their coaching and
mentoring skills.
Various forms of marketing were implemented thereafter,
supported by newsletters and press, as well as the
attendance of the Outset Norfolk Programme Manager
at a range of different networking events throughout
the county to create a buzz throughout the business
community. The Mentor Time Bank grew quickly as
a result and reached 78 mentors whose cumulative
donations total 2112 hours for this worthy cause. Over
80 mentees have been successfully matched with
mentors to date.
In the event that a specific skillset is required, we have
utilised social media to solicit recommendations for
potential mentors who have then been approached
direct – and all have risen to the challenge.
Programme
evaluation
Always striving for excellence, the Outset Norfolk team
encourages feedback from everyone engaging with
the programme through attendance at Information
Sessions, Business Start-up training and personal
development courses.
The majority of clients have joined the programme by
attending an Information Session. Designed to illustrate
a variety of benefits and barriers to self-employment,
the sessions inform our clients of the reality of running a
business. The below graph details feedback which we
have received from these sessions.
Outset Norfolk has also delivered nine four-day Business
Start-up courses, delivering to a total of 62 clients, and
received extremely good feedback, as demonstrated on
the next page.
1 2 3 4 5
2 3 23 89 97
Do you feel the Business Start-up training session has improved your motivation tDo you feel the Business Start-up training session has improved your motivation tDo you feel the Business Start-up training session has improved your motivation tDo you feel the Business Start-up training session has improved your motivation tDo you feel the Business Start-up training session has improved your motivation tDo you feel the Business Start-up training session has improved your motivation tDo you feel the Business Start-up training session has improved your motivation t
A B C D E
0 0 1 9 25
How well did the Business Start-up training session meet your initial expectationsHow well did the Business Start-up training session meet your initial expectationsHow well did the Business Start-up training session meet your initial expectationsHow well did the Business Start-up training session meet your initial expectationsHow well did the Business Start-up training session meet your initial expectationsHow well did the Business Start-up training session meet your initial expectations
A B C D E
0 0 0 14 21
7%
13%
20%
27%
33%
1 (7%)
2 (13%)
3 (20%)
4 (27%)
5 (33%)
0
5
10
15
20
25
30
1 2 3 4 5
How well did the Information Session meet your
intial expectations? 1-5 (1=poor, 5=excellent)

9. 7©YTKO 2011
The collective results of our feedback together with a
selection of comments are shown below.
“The web design session was extremely useful; I
was impressed with how much was packed into
four days!” (Sharron Briggs)
“Really personal friendly service and
great advice.” (Jean Hogg)
“Far exceeded my expectations.”
(Elizabeth Young)
“I enjoyed the relaxed atmosphere where
I did not feel worried about sharing my
shortcomings.” (Pip Cartwright)
“I was positively surprised how useful, practical
and motivational the training was.” (Barbara
Tychmann)
“Excellent training and style.”
(Pam Richardson)
Further evidence of how the programme has been
received and achieved one of its key objectives, ‘ to
raise aspirations amongst disadvantaged and under-
represented groups’ is conveyed by the graph below.
“Yes!! Chris empowers you to go in to business”
(Lisa Wood)
“Helped develop my knowledge and
confidence.” (Karen Creed)
“Yes very much so, I know which direction to go
in now” (Amy Pilkington)
From all that you learned, what was of most value?
“General feeling of support and enthusiastic
training. A very knowledgeable and systematic
approach. I came away with lots of relevant
things to do.” (Sarah Merrick)
“All of it, it’s the first training course I’ve been
to that I’ve enjoyed and learnt so much from.”
(Emma Flynn)
“Focused my business idea, branding and
website.” (Jean Hogg)
“Importance of forward planning, having goals
and direction.” (Louise Wilkes)
“All invaluable information. Before, my finance,
marketing, and media knowledge were all very
limited.” (Elizabeth Young)
“Learning that I am undervaluing myself and
products and need to rethink my pricing.”
(Petula Chenery)
“That it is possible to start a business
after receiving support from the course.”
(Jean Rochford)
7%
13%
20%
27%
33%
1 (7%)
2 (13%)
3 (20%)
4 (27%)
5 (33%)
0
5
10
15
20
25
30
1 2 3 4 5
0
5
10
15
20
25
30
0
5
10
15
20
25
30
1 2 3
4
5
How well did the Business Start-up training
session meet your initial expectations?
(1=poor, 5=excellent)
7%
13%
20%
27%
33% 2
3
4
5
0
5
10
15
20
25
30
0
5
10
15
20
25
30
1 2 3 4 5
0
5
10
15
20
25
30
5
1 2 3
4
5
Do you feel the Business Start-up training session
has improved your motivation to take the next
step? (1=poor, 5=excellent)

10. 8 Outset Norfolk: Report 2011
Added value –
the personal touch
The influence of the ‘Big Society’ ethos of Outset Norfolk
displayed by the mentors has spread throughout the
programme, with many examples of peer support,
partnership and collaboration, particularly the
enthusiastic support of the Norfolk Network members.
During the feedback and evaluation process, which is
ongoing, we constantly try to identify areas where we
can improve, both personally and professionally. By
using the expertise of YTKO, the additional knowledge
of their wider Outset and business growth teams across
the UK, and the experience of our mentors, we bring
a wealth of business experience and know-how to
our clients.
We would like to take this opportunity to recognise the
generosity of the programme’s clients and mentors who
have donated their time to help others; and additional
pro-bono support from YTKO and the Norfolk Network.
Examples of this include:
• Stress Management workshops
• Time Management
• Assertiveness and Confidence
• Decision Making
• Social Media training
• A full day’s Search Engine Optimisation
training (SEO).
In addition, Outset Norfolk partner, Norfolk Adult
Education, delivered several two-day website courses,
while HMRC ran several outreach ‘Newly self-employed’
courses in both Thetford and King’s Lynn.
The programme also has received support from
Norfolk libraries, Business Revolution in King’s Street
and Morston Assets in King’s Lynn who offer free
meeting room and networking facilities, together with
collaborative workspace, from their newly renovated
base in Bishop’s Lynn House on Tuesday Market Place.
Finally, many of our clients have formed business
relationships, offering support, help and encouragement
to each other – some organically, and some instigated
by the team. Our strong focus on group working
encourages clients to learn from, and network with,
their peers, not just locally but within our wider Outset
community. This helps maintain motivation, enables the
sharing of knowledge and how to overcome challenges,
and fosters the building of supply chain and new
business partnerships.
Outset Norfolk –
as seen on TV
As a follow up to BBC Panorama’s Finished at fifty?
programme aired in April 2011, Outset Norfolk were
delighted to be able to showcase to the local media their
work with this growing group of clients.
BBC Look East took a special interest in the story of
Chris Collins, whose mentor, plumber Peter Chimonides
of Fixaleak, not only assisted him with some of the
essential skills of running your own business, but also
was instrumental in Chris gaining his first few contracts.
Chris’s story was featured on the local news three times
in one day, raising his company profile in Norfolk.
Partnerships
Identifying and cultivating relationships with local
partners enabled us to hit the ground running in new
communities – helping us to quickly build our client
pipelines and signpost clients to complementary sources
of support.
In so doing, we have been able to eliminate duplication
of services, maximise budgets and take-up, and enable
our clients to benefit from truly ‘end to end’ support
through every stage of their enterprise journey.
The Outset Norfolk team engaged very early on with
all interested parties in Norfolk currently working
with members of the various target groups. These
relationships have enabled us to signpost clients to
alternative provision catering specifically to their needs
where appropriate: The Prince’s Trust Loan Scheme
for 18 – 30 year olds or Norwich 4 New Enterprise
funding from Norfolk Community Foundation being
typical examples.

11. 9©YTKO 2011
JobCentre+ City College NorwichA4E Business Link WEETU South Norfolk District CouncilUniversity of East AngliaNorfolk County CouncilHMP Wayland YMCA Ingeous Project Evo
44 1 8 2 5 1 2 4 2 1 1
0 5 10 15 20 25 30 35 40 45 50
0 5 10 15 20 25 30 35 40 45 50
JobCentre+
City College Norwich
A4E
Business Link
WEETU
South Norfolk District Council
University of East Anglia
Norfolk County Council
HMP Wayland
YMCA
Ingeous
Project Evolve
R2R
Sure Trust
Families First
Norfolk Network
Other
Not given
Partner Referrals
The partner referral graph illustrates that, as anticipated,
the majority of referrals have come from the Jobcentre,
with a wide variety of other providers also signposting
their clients to our services.
In addition we have built relationships and have
reciprocal referral opportunities with the following
organisations:-
• HMRC
• Enterprising Women
• Broadland District Council
• STEM net
• www.womenswork.org.uk
• NCC Tackling Worklessness
• NCC Operational Forum
• Norwich Learning City Network
• UEA Evolve Project
• College of West Anglia
• The Alchemy Centre, Great Yarmouth College
• Norfolk Rural Community Council
• The Wayland Partnership
• Morston Assets (Your Network King’s Lynn)
• Cotman Housing
• Orbit Housing
• NUCA (Norwich University College of Arts)
• Radio KLFM King’s Lynn
• Norwich Radio
• Future Radio
• EEDA
• West Norfolk Borough Council
• Families First Great Yarmouth
• Great Yarmouth Community Trust
• Business Revolution King’s Street Norwich
• Norfolk Chamber of Commerce
Learning for
the future
The project has proven to be very successful. However,
things can always be improved upon and we have
identified two areas where the processes will be re-
structured slightly, to make them more efficient and cost-
effective. The first area identified is the time-consuming
management of the mentors after matching. Monitoring
progress to ensure that the relationship is working
effectively, and to capture evidence of support given, are
both vitally important processes. As our mentors are all
very busy people, we’re working with them to see how
to make this as efficient as possible.
Secondly, we’re further refining our initial needs analysis
with the clients to help increase conversion rates from
outreach sessions to programme engagement.

12. 10 Outset Norfolk: Report 2011
Partner testimonials for
Outset Norfolk
“I would like to take this opportunity to give you
some thoughts and feedback regarding your
service and support.
My role within a category C male adult prison
involves working with offenders, establishing areas
of support and jointly agreeing how best to achieve
their targets of employment and further training
whether they are in custody or once released. It
sounds simple enough, but I know you appreciate
the challenge involved with this client group, some
of whom have never worked and have no idea
where to start!
One of the key areas of realistic employment is
through gaining vocational skills, training and
qualifications and then applying these abilities to
a self-employed position on release; this is where
you and your business experience have proved
invaluable! No matter how inspiring a tutor may
be, hearing straight forward, up to date advice
and guidance from someone who has been
there, done it and worn the T-shirt is something
that the education students at HMP Wayland
really value. Your motivation, enthusiasm and
tenacity for business excellence were evident in
your presentations and the authenticity gained
the respect of guys that can be notoriously ‘hard
to reach’.
So, thank you Chris for your support, and adding
great value to my role and the service to our
students. I look forward to inviting you back soon,
and would like to wish you every success for the
future!”
Stuart Staples – A4e Employability,
HMP Wayland
“The feedback that we have had from our
clients about the Outset Norfolk Programme
has always been very positive. The early
stages of developing a business idea can be
daunting, but the advice and information that
Outset Norfolk provides is practical, relevant
and easy to understand as it is delivered at the
right level.”
Sarah Reed – Advisory Team
Manager, King’s Lynn
Jobcentre Plus
“I invited Chris to deliver a one-hour session to
our students and graduates on ‘how to promote
yourself as a freelancer’. This was an after
lectures event for our ‘Enterprise Society’, set
up due to the importance of raising awareness
of self-employment and freelance in the creative
industries. There was an open invite to all students
and 17 students attended, which is a good turnout
for the group.
At the beginning of the evening we always have
a networking exercise and I asked Chris if she
would like to suggest one. She offered to run the
activity on the spot, which went very well. The
presentation was very professional and facilitated a
lot of questioning and discussion from the students
including focusing on the individual situations of
many of the students. I was very pleased with the
feedback from the students and would welcome
Chris coming to speak to them again.”
Richard Peat, Careers Adviser, Norwich
University College of the Arts

13. 11©YTKO 2011
“The importance of encouraging Norfolk people
to act on their inclination to enterprise, and informing
them when they accept the challenge, is a key element
of plans to increase the number of new businesses in
Norfolk. Outset Norfolk has done good work on both
strands of activity, adding value to the delivery structure
in the County with features such as the time bank.
The programme has referred many Clients to the
Business Link service and will, I am sure, contribute to
development of a new business support landscape
for 2012”.
David Martin – Partnership Director
for Business Link at EEIDB
“Outset Norfolk is an excellent agency with a strong
partnership work ethos. Through their invaluable
self-employment and business support package
they have succeeded in opening up opportunities
for people who have previously experienced
multiple disadvantages in the employment market.
This includes people who are refugees, gypsies
and travellers, ex-offenders and single parents.
Their success is built on real knowledge and
contemporary experience of running a business.
They can translate the complexities into meaningful
and manageable information, which is key to
helping people really think about and plan their
business objectives. Outset Norfolk represents
a dynamic team and they deliver their service
to a high standard as well as working flexibly
to meet the diversity of individuals. Through
excellent listening and an open approach, they
assess levels of needs and create tailor-made
structured programmes for clients subject to
the type of business they are setting up and
the environment they will operate in. The team
care about the service they provide and this
inspires and encourages people to get their ideas
across and take on board the principles of self-
employment and business planning. This enables
and empowers people to prioritise tasks and
actions, setting out plans, which will implement and
achieve them.
As Programme Manager, Chris Leighton’s
style is engaging and thought provoking and
she really encourages people to face the
challenges in a positive and productive way.
The feedback I have had from individuals
has been extremely positive. People leave
the workshop sessions feeling enthusiastic,
motivated and knowledgeable. The ongoing
support through one-to one sessions and
the mentoring service builds experience
and creates the platform for continued
professional development.
Outset Norfolk has helped to turn dreams into
realistic goals and in many cases realities. This has
transformed the lives and future of people, families
and communities. I hope that the service continues
to go from strength to strength in Norfolk as we
construct the New Anglia LEP, strive to increase the
economy and attract large employer enterprises
into the county – which will require local enterprises
to support them.”
Chrissy Chalmers – Worklessness
Development Officer, Norfolk County
Council Adult Social Services, Manager for
the Breakthrough Project, East of England
Disadvantaged Adults Pilot Programme

14. 12 Outset Norfolk: Report 2011
Client feedback “Thank you for your
call this morning to make sure that
our mentoring sessions are working out well.
We are really grateful to Malcolm Munday for the
time and encouragement he has already given us. This
has made a huge difference to the progress of our business,
particularly in solving the problem of how we value and charge for
our service. Overcoming this obstacle has enabled us to progress
all the other aspects of the business with much greater clarity.
I’d also like to take the opportunity of saying how much I value the ethos
of Outset Norfolk – the way in which you make sure that your clients
receive the service you promise and also the pastoral interest you take in
people at a vulnerable time in their lives. I have used a number of other
business services in the past and these two features make you stand
out from the alternatives.”
Pip Cartwright – Square Code, Norwich
“Thank you Outset Norfolk”
“NCC is currently making me
redundant, which has been the
nudge that I needed to move
forward to create my own
business. The services of
Outset Norfolk have ensured
that I make this transition with
confidence and success.
On the one-to-one session,
every question was explored
and answered - and there were
so many, that this lasted double
the time. I left feeling that I was not
alone, which becoming self employed
can often feel.
I was assigned a mentor, but after the first meeting
I felt that maybe he could not offer the support
where I felt my greatest weakness is finances. Chris
was understanding, and immediately re-matched,
setting me up with a mentor who is an accountant.
I cannot express the relief to know that I have an
expert to support me in this area.
I attended a workshop run by Outset Norfolk
– ‘Assertive Communication’ – that was
professionally conducted, informative and
relevant. I am looking forward to attending a
week’s Business Start up training for women
in August, and know that when I begin
operation in October all elements
of my business
will be thought
through
and watertight.
I cannot
speak highly enough of Outset Norfolk and I am
very privileged (and relieved) to live in a county
where such an excellent provision is made for start-
ups.”
Jo Bivens – The Children’s Coach, Gorleston

15. 13©YTKO 2011
“Just wanted to say
a big thank you for everything.
I have been thinking about doing
photography for years but never moved on
so much in such a short time. I learned a big
deal from the courses and I have a better sense of
what I need to do with my business. I also appreciate
encouraging words from you and Sarah as well as
support from my mentor.
I didn’t have to use all the advice you gave me on our last
meeting as they are happy with my offer :-))))”
Basia Tychmann – 35mm Eye, Mundesley
“I really must say a tremendous big ‘Thank You’
to you all for the terrific help you have given me
towards starting my own business.
When I was initially handed one of your leaflets by
an Advisor at Dereham Jobcentre, I was impressed
by the positive comments and especially the
example showing how Outset Norfolk can take one
from the Info stage up to actually running one’s
own business but was still unsure where my ideas
could be a reality.
My first meeting with Chris was extremely
constructive, informative and well structured. When
I was offered the opportunity of attending a
four-day course designed solely for women
wishing to start their own businesses,
I was eager to enrol, to learn what
was involved in running a business
and identify if my idea was a
realistic one.
Stacey, you were brilliant at
explaining everything in words of
one syllable. I left the first sessions
knowledgeable in the fact that I
could do what was expected, both
in record-keeping and the financial
side of running a business. My
business idea had been discussed and
agreed as having the potential for success,
and all those attending the sessions provided
me with strength and encouragement to succeed.
I knew very little about the marketing world so
was very daunted by it all. It was identified that
my selling techniques needed to be improved and
guidance was readily given. When it was shown
I was extremely nervous of doing things I knew
nothing about (e.g. setting up my own website)
help was offered and given generously.
You have all been professional, dedicated and so
encouraging, making one’s ideas actually come to
light and make one walk up those steps as shown
on the literature, as some of us need a guiding
hand to make their dream a reality.
I have thanked the advisor at Dereham Jobcentre
for suggesting I call Outset Norfolk and hope that
many others are given the opportunity to attend
these invaluable courses for many years to come.
I will keep you informed of my progress and wish
you all well for the future, as you deserve it. It is
not often one meets such dedication in these
difficult times.”
Elizabeth Young – Steaming Ahead, Dereham

16. 14 Outset Norfolk: Report 2011
“Always keen to rise to a challenge, especially
one with such demanding targets, I was
determined for the Outset Norfolk programme
to create a noticeable legacy for the people
of Norfolk.
Nothing could have prepared me for the volume of
goodwill and the general buzz of excitement and
enthusiasm shared by all involved with making our
achievements possible.
Naturally, the current difficult economic climate has
been reflected in the number of our engagements.
Without doubt, however, the method of delivery and
empathetic and can-do approach by all involved has
been responsible for maintaining the self-belief and
aspirations of each client, taking them steadily towards
their personal goal of working for themselves and
making their ideas a reality.
I look forward to the next six months and hopefully
beyond, as Outset Norfolk continues to deliver this vital
service to the people of Norfolk.”
Chris Leighton
Programme Manager
Outset Norfolk
Summary

17. 15©YTKO 2011
At the macro level, supporting the creation of
new start-ups from groups ordinarily under-
represented in enterprise helps to combat
worklessness, reduces poverty and inequality,
supports social inclusion and mobility,
and increases GVA. At a micro level, self-
employment brings life-changing benefits to
clients and their families, through financial
independence and higher standards of living.
What is absolutely clear is the need for publicly funded
business support to facilitate the development of
enterprise as a solution to unemployment, and as an
alternative to employment. This also requires ongoing
action to raise and maintain enterprise aspirations in
order to embed a culture of enterprise.
In Norfolk, the business community has demonstrated
its willingness to support those entering employment
for the first time and it is thanks to the generosity of the
private sector that the programme’s reach has been so
extensively increased. The market value of the donated
The future
hours to the Mentor Time Bank – calculated at modest
levels – more than totals the full cost of the project,
underlining the exceptional performance of the team in
bringing such a return on public investment.
The success of our Outset programme is due to the
highly personalised support offered to clients, which
ensures people have access to the right type of support
at their individual stage of the enterprise ‘journey’.
It is our consistent ability to unlock the potential of those
furthest from the labour market that enables the creation
of jobs in areas where unemployment is rife. Our client
groups are commonly described as ‘hard to reach’, and
our goal is to change this assumption. Outset breaks
down the barriers that prevent people from seeking
business support, because it offers them a solution they
identify with – the tools, knowledge and confidence to
create sustainable jobs for themselves.
To read more about the Outset programme
visit www.outsetnorfolk.co.uk

18. YTKO has a 30-year track record in starting and
growing successful businesses – expertise which
underpins its success rate, high customer satisfaction
levels, and the ability to deliver a high return on
investment for funders. Our success in delivering
publicly funded enterprise development and growth
programmes has been developed through extensive
private sector business development consulting,
supporting micro businesses, SMEs, and global
corporate organisations.
A company with an economic and social purpose,
YTKO has helped well over 20,000 entrepreneurs,
new businesses and SMEs during this time, and has
also enabled clients to raise over £20m in funding.
Our mission is that by 2020, we’ll have enabled the
creation and growth of more than 5500 companies,
contributing over £1 billion each year to the
British economy.
More information can be found at www.ytko.com