The Very People is a cooperative of 6 independent marketing, PR, journalism and editorial consultants formed in 2006 with support from Cooperative Development Scotland. By pooling skills and resources while retaining independence, members are able to bid for larger contracts. The cooperative has generated over £300,000 in additional revenue for members. Being a cooperative allows the members to access contracts they could not otherwise obtain as individual practitioners.

1. The Very People
Consortium is winning formula
for media experts
Co-operative consortia case study
MAIN BUSINESS
Marketing, PR, Journalism,
Editorial
ANNUAL TURNOVER
£100,000+
NUMBER OF MEMBERS
6
WEB ADDRESS
www.theverypeople.co.uk
Since The Very People was
launched in 2006 with
considerable advice and
support from Co+operative
Development Scotland (CDS),
it has generated additional
revenue of more than £300,000
for its six member businesses.
The Very People is a co-operative
of senior, highly experienced
consultants in marketing, PR,
journalism and editorial.
The consortium model allows
the members to pool skills and
resources to pitch for larger
contracts, while retaining their
independence as standalone
consultancies. Individual members
charge the co-operative for any
work undertaken on behalf of
clients, with 5% retained for
reinvestment or distribution
among the members. Very People
member Ruth Webber said:
“Being a co-operative allows us
to pitch for contracts that we just
wouldn’t have the capacity to
resource as individual practitioners.”
The members of The Very People
are all independent practitioners
in communications and marketing:
Ian Spinney, Spinney & Partners–
Public Relations
Kenny Kemp, Kemp Communications
UK–editorial and media consultancy
Liz Taylor,Taylormade Marketing–
business to consumer marketing
Ruth Webber, Webber Marketing–
business to business marketing
Stewart McIntosh–journalist,
business copywriter, media coach
Victoria Masterson, City Desk–
editorial and media consultancy

2. Co+operative Development Scotland is a subsidiary of Scottish Enterprise working
in partnership with Highlands and Islands Enterprise.
HOW CDS HELPED
The members had heard about the
launch of CDS and made contact.
One of CDS’s specialist advisers met
with the group and recommended
the consortium model, which
would allow the members
to work together while retaining
their independence.
The adviser provided a customised
set of Memorandum and Articles to
submit with the company registration
form to Companies House.
He also helped The Very People
draw up a Members’ Contract, which
sets out the aims of the co-operative
and how the members work together,
including decision-making, pricing
and availability.
FUNDING THE BUSINESS
Each of the original eight members
invested £750 to cover set-up and
launch costs, including a website,
marketing material, business cards
and company registration.
THE CHALLENGES
Agreeing objectives– it took
lengthy discussions to agree on the
objectives for the business and how
to develop it without compromising
members’ own individual enterprises.
Establishing systems – the group
had to agree on core business
systems and procedures, such as
invoicing, recharging and distribution
of profits.
Business structure – it took a
while to understand the technical
and accounting differences of the
business model.
MEMBER ENGAGEMENT
Legal responsibility – members
have the normal legal responsibilities
that come with a shareholding
in a limited company.
Board meetings – members hold
board meetings on a regular basis,
with proceedings minuted and
actioned in the normal manner.
Business development –
members will meet separately to
pursue new business opportunities,
such as preparing tenders and
attending pitches.
THE BENEFITS
Incremental revenue –
the business has generated
significant additional revenue
for its members.
Scale – the co-operative has
more power and reach, while
retaining members’ individual
brands and identities.
Diversity – the diversity and
quality of work has increased,
while risk has reduced.
Visibility – marketing has boosted
the profile of the co-operatives
and its member’s businesses.
Mutual support– the co-operative
provides support and feedback
for practitioners who previously
worked alone.
For more information or advice
on co-operative consortia, please
visit www.cdscotland.co.uk
or call us on 0141 951 3055.
Being a co-operative
allows us to pitch for
contracts that we just
wouldn’t have the
capacity to resource as
individual practitioners.
Ruth Webber, The Very People
SE/3268/Oct10
CDS 4 x Case studies 1