This document provides lessons and advice for starting a business based on the author's experience founding Strawberrysoup in 2005. It discusses (1) managing finances carefully and using available resources, (2) focusing on areas of expertise rather than pretending to know more, (3) having the confidence to turn down projects, (4) hiring a good accountant, and (5) networking extensively to generate business through word-of-mouth. The author emphasizes bootstrapping the business without outside funding, saying no when appropriate, trusting expertise over opinions of others, and networking effectively to promote the company.

1. Lessons we’ve learnt &
what to remember
Neil Dennis

2. Back in 2005
• Started Strawberrysoup in final year of uni
• No money or external investors
• Used assets available to us
• Bedroom/office during planning/startup
• Moved into ‘shedquarters’ after
graduating
• First project gave capital to launch

5. 1) Money, money, money
Photo borrowed from http://www.flickr.com/photos/
wwarby/

6. 1) Money, money, money
• Work with existing hardware
• You don’t need the latest Macbook Pro,
iPad, iPhone, 27” cinema screen
• Months to live spreadsheet
• Don’t trade services, it’s too confusing
• Highlight your terms
• Business link offer good advice on funding
• Grants available so use them!

8. 2) Stick to what you know
Photo borrowed from http://www.flickr.com/photos/
illuminated_photography/

9. 2) Stick to what you know
• Don’t pretend to know more than you do
• Do you know CRM, CTi, VB.net, SQL?
• It’s ok to say “I will need to look into it”
• You can’t be expected to know everything
• Use experts in each field if appropriate
• Keeps stress levels down

11. 3) You can say
no!
Photo borrowed from http://www.flickr.com/photos/
illuminated_photography/

12. 3) You can say no!
• The customer is NOT always right
• You have been hired as you are the expert
• An uncles friends brothers mums cat
always knows better/different
• Your opinion counts, ensure it’s heard
• You don’t have to accept every project,
it’s not always about the ££
• Trust your gut

14. 4) Get a good
accountant
Photo borrowed from http://www.flickr.com/photos/
alancleaver/

15. 4) Get a good accountant
• Ask around and get recommendations
• Find someone you can easily talk to
• Help with hiring staff, PAYE and company
formation
• Help you save tax and money in the long
run
• Won’t charge you for every second

17. 5) Network your a*se
off
Photo borrowed from http://www.flickr.com/photos/
alancleaver/

18. 5) Network your a*se off
• Don’t worry if you’re not a natural
• People buy from people they like
• Use friends, family to spread the word
• Word of mouth is so powerful
• Use Twitter and LinkedIn
• Go to events like this and conferences

20. Questions?