Innovation to survive and thrive Part 2

By Tanya Hemphill

Part 1 of Tanya’s article can be found here

STAGE TWO

Once you have used these initial basic filters to find the strongest ideas, the next stage is to use a more in-depth filter to make decisions on the remaining ideas. Day (2007) recommends using a risk matrix. The R-W-W matrix is based to three key questions:

  • Is it Real?
  • Can we Win?
  • Is it Worth doing?

This is expanded into the following set of questions:


Is it
real?

Is the market real?
Is there a need or desire
for the product?
Can the customer buy it?
Is the size of the
potential market
adequate?
Will the customer buy the
product?

Is the product real?
Is there a clear concept?
Can the product be made?
Will the final product satisfy
the market?

Can we
win?

Can the product be
competitive?

Does it have a competitive
advantage?
Can the advantage be
sustainable?
How will competitors
respond?

Can our company be
competitive?

Do we have superior
resources?
Do we have appropriate
management?
Can we understand and
respond to the market?

Is it worth doing?

Will the product be
profitable at an
acceptable risk?

Are forecasted returns
greater than costs?
Are the risks acceptable?

Does launching the product
make strategic sense?

Does the product fit our
overall growth strategy?
Will top management
support it?

STAGE THREE

Once a few viable marketing innovation ideas remain, the next stage is to consider the risks even further. This is where conducting a pre-mortem is a useful tool. This helps organisations identify the possible failures of a project before they happen and mitigate risk by pre-planning so that those failures don’t occur.

The following pre-mortem exercise has been adapted from Gray et al. (2010).

Activity
Step 1Imagine we are two years in the future.
Things have gone completely wrong.
What could have caused this? Generate a list of all the reassons failure occurred.

Step 2List all concerns and rank them to
deterimine priority
Step 3Address the 2 or 3 items of greatest
concern and list what actions you would
need to take to stop the issues
happening.

The list of risks and actions that need to be taken to mitigate the risk can be used as Critical Success Factors (CSFs) for an innovation or project launch.

Hopefully, this article has helped you think about the different types of innovation you can potentially pursue and how to evaluate the best route forward, using a systematic filtering process.

STOP PRESS -We are now recruting for cohort 5 of the Small Business Leadership Programme (free starts 30th March)

References

Day, G. (2007) Is it real? Can we win? Is it worth doing? Managing Risk and Reward in an Innovation Portfolio. [Online] Harvard Business Review. Available at: https://hbr.org/2007/12/is-it-real-can-we-win-is-it-worth-doing-managing-risk-and-reward-in-an-innovation-portfolio (Accessed 11 February 2021).

Fisk, P. (2017). Gamechangers: Are you ready to change the World? Creating Innovative Strategies for Business and Brands. West Sussex: John Wiley and Sons Ltd.

Gower, L. (2015) The Innovation Workout. Harlow: Pearson Education Limited.

Gray, D., Brown, S. & Macanufo, J. (2010) Game Storming: A Playbook for Inovators, Rulebreakers, an Changemakers. Sebastopol: O’Reilly Media, Inc.

Keeley, L., Pikkel, R., Quinn, B. and Walters, H. (2013). Ten Types of Innovation: The Discipline of Building Breakthroughs. New Jersey: John Wiley & Sons, Inc.

Osterwalder, A. and Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers and Challengers. New Jersey: John Wiley & Sons, Inc.

Free Small Business Leadership Programme – starts end of March

Supporting SME leaders to create resilience and manage uncertainty in 2021 and beyond

Access free ideas, guidance, peer & 121 support to help your business to manage the uncertainty of steering through the pandemic and impacts of Brexit for up to TWO leaders in your business.

Staffordshire Business School is supporting regional business by delivering free training in leadership and management to provide exactly what business needs most to build a resilient future.

This is cohort 5 of the SBLP and the positive impacts of previous cohorts are being felt across the region. Here is what Rhys from XP VR thought of the course

Why choose to be part of the Small Business Leadership Programme?
▪ Make your business more resilient
▪ Boost business performance and growth
▪ Create an innovative and agile organisation
▪ Recover from the impact of COVID-19
▪ Find solutions to the impact of Brexit
▪ Build leadership skills, confidence and effectiveness
▪ Plan for a solid future for your business
▪ Build lasting relationships with small business leaders
▪ Improve risk management and efficiency

When does the course start?
Tuesday the 30th March 2021 (1st webinar at 3pm)

If you would like to have a chat about the course then please email one of our experienced Entrepreneurs in Residence with your phone number and they will call you back,

Jane Pallister – Jane.Pallister@staffs.ac.uk
Emily Whitehead – emily@staffs.ac.uk
Jonathan Westlake – j.c.westlake@staffs.ac.uk

Here’s what another business thought of the course: Geoff Barton, General Manager of Canalside Farm in Great Haywood near Stafford said: “It’s allowed me to connect with other businesses, and I’ve learned much and managed to strengthen a few knowledge gaps and boost my handling of the business during these unique times.”

What’s involved?
Eligibility requirements
▪ Your business must be a Small or Medium-sized Enterprise (SME) based in England.
▪ Your business needs to employ between 5 and 249 people and have been operational for at least one year
▪ The participant should be a decision maker or member of the senior management team within the business with at least one person reporting directly to them.
▪ The participant must be able to commit to attending the full programme


Time commitment
The programme is designed to be manageable alongside full-time work and furloughed staff can join the programme.

Participants will attend 8×90- minute webinars across ten weeks, and complete up to 2 hours of independent development and peer-supported engagement per week.

Places are fully funded by the Government to support the resilience,
recovery and growth of SMEs during and after COVID-19. The programme
is completely free to attend but places are strictly limited.

Register Now
There are two ways to register.

  1. Email one of the Entrepreneurs in Residence as listed above and they
    will talk you through the process.
  2. Follow the simple instructions below (this takes 3 minutes) and we will
    be in touch:
    • Go to https://smallbusinesscharter.org/sblp-registration/
    • Choose ‘West Midlands’ from the pink vertical menu on the left
    • Scroll through the list of centres until you find Staffordshire University
    (start date 30th march) & click register

PLEASE NOTE: Your business can send up to two eligible delegates to this programme and delegates can be furloughed. Please do one registration for each person.

How COVID-19 Exposed The Ethnic Poverty and Enterprise Rift (Participate in Our Research)

Dr Tolu Olarewaju, Lecturer, Staffordshire business School


The British Academy (the United Kingdom’s national academy for the humanities and the social sciences) has tasked us with investigating the specific challenges that UK business owners faced during the COVID-19 pandemic and lockdown, the strategies that they used to keep their businesses afloat, and how they engaged with financial and regional support.

We are also interested in how best to support members of the Black Asian and Minority Ethnic (BAME) business community.

To participate in our study, kindly fill the survey below and/or please share the URL with your networks if you know any other business owners:

URL: http://staffordshire.qualtrics.com/jfe/form/SV_50kNUNYOKJFFQNM

Photograph: benjamin lehman | URL: https://unsplash.com/photos/gkZ-k3xf25w | Unsplash

Ethnic minorities were particularly affected by the COVID-19 pandemic in the UK and US, as in some other countries. In particular, the risk of death for some ethnic minority individuals who contracted COVID-19 in these countries was two to three times more compared to white individuals.

This disparity was a result of the underlying social and economic risk factors that ethnic minorities face, such as living in overcrowded and urban accommodation, being employed in riskier lower-skilled jobs, reduced access to healthcare, and structural racism. In other words, ethnic poverty in developed countries is driving higher infection and consequently death rates for ethnic minorities.

Drivers of Ethnic Poverty

Underlying the drivers of poverty for ethnic minorities in many developed countries are several socio-economic factors which include historical factors, discrimination, educational and entrepreneurial variations, and employment and pay disparities between ethnic groups.

Despite facsimile policies that emphasize equal access to education and employment in many developed countries, discrimination remains a critical barrier to equal employment. Several studies have found that both ethnic minorities are called back for interviews 50% less frequently than comparable whites, hired less often for high-skill jobs, and once hired are paid less. Thus, despite the increasing educational gains made by ethnic minority individuals, many are overqualified for the jobs that they do. Ethnic minority workers also often report not being given pay rises and being passed over for promotion.

Another very important driver for the disproportionately high poverty rates among ethnic minority groups is the concentration of such workers in low-paid work. Ethnic minority workers are more likely to work in low-paid sectors with limited progression opportunities and lower wages. Lack of movement out of low-paid work increases the risk of poverty among ethnic groups. In addition, there is generally a lower percentage of ethnic minority workers who are managers, directors, and senior officials.

Photograph: Maria Oswalt URL: https://unsplash.com/photos/qFkVFe9_d38 | Unsplash

Business Ownership Disparities

Before the pandemic, BAME business owners were less likely than non-BAME business owners to obtain mainstream business support and in the early days of coronavirus, nearly two-thirds of BAME business owners felt unable to access state-backed loans and grants, leaving many on the brink of financial ruin.

BAME-owned businesses are traditionally concentrated in the sectors worst hit by lockdown such as retail, health and social care, education, restaurants and accommodation.

The economic crisis facing these businesses is aggravated by the fact that they are more likely to hire a considerable number of BAME employees and attract more BAME customers. The significantly higher risk among such groups from COVID-19 implies that these businesses would have had to incur considerable costs to protect their staff and customers.

Solutions

Ethnic minorities consistently report reduced access to education, lack of social and financial capital, unemployment, low-pay, and poor progression from low-paid sector work. This suggests similar solutions for all groups, which would lead to better-quality jobs and higher pay. However, given that some of the drivers of poverty, such as higher unemployment and inactivity rates disproportionately affect ethnic groups, specific forms of outreach activity and drawing on local knowledge may be needed in these contexts.

Similarly, government solutions to reduce ethnic poverty in developed country contexts include interventions that ensure that education, training and apprenticeships are provided for ethnic minorities as well as schemes that help tackle low pay among ethnic minority workers. There is a need for policies that focus the on education, skills and training for ethnic groups particularly digital, literacy, and numeracy skills. Moreover, policies should also be encouraged that monitor the workforce in relation to ethnicity, which should include the recruitment, retention and progression phases of jobs.

Authorities need to work with employers to provide better-paid jobs and they should do more to listen to and encourage employers to hire a diverse range of skills and experiences. It is advisable to consider putting targets for ethnic minority representation on boards, something that has proven successful in the case of gender. It is also important to recognise the benefits of positive discrimination in the labour market, rather than view legislation to combat ethnic inequality as red tape or political correctness. Mortgage market discrimination needs to be eliminated as this would allow ethnic minorities to take advantage of the benefits that come with owning a home.

State-backed grants and loans should be made more accessible as an incentive to business owners who have incurred additional costs to protect customers and staff. Crucially, the process to obtain them should not be too onerous and the criteria should be fair. Regional governments should also take care to plug BAME businesses into the supply chains of local projects in response to the pandemic.

Source: Author

All these should reduce ethnic poverty and the economic and health inequalities that the COVID-19 pandemic has highlighted.

Don’t forget to participate in our research if you a business owner: http://staffordshire.qualtrics.com/jfe/form/SV_50kNUNYOKJFFQNM

Notes: Excerpts for this essay was taking from my book chapter: “Ethnic Poverty: Causes, Implications, and Solutions” available at: https://www.researchgate.net/publication/344725834_Ethnic_Poverty_Causes_Implications_and_Solutions

Need help with Digital Marketing in 2021? Opportunities from Staffordshire Business School

The pandemic has illustrated how important a good website, good ecomerce offer and good social media are to business. Those that already had these established have been able to keep taking orders and in many cases to pivot their business.

We are now offering again the opportunity for a student placement to assist you with your digital marketing needs. Have a look here at projects completed in 2020 to get an idea of what is possible.

To get our Masters students ready for the industry we have two modules:

  1. ‘The Management of a Digital Marketing Project’ – this module will prepare a tri-partite agreement between the student, the academic staff and the organisation as to the focus of the project, existing benchmark measures, what is to be achieved and how to make the project sustainable (so that it can continue after the student leaves). This is carried out between January to March/April
  2. The Work Based Digital Marketing Project – a credit work experience (450 hours) to deliver the project with the organisation concerned. (April to August)

The project can be in any type of organisation e.g. private sector, public sector, charity or a university. It is essential for the work project activity to take place at the premises – many of the projects have been remotely delivered due to COVID.

We have built in flexibility to the work-placement so it could be that you would like a portfolio of tasks to be completed rather than just one main project. Examples could be – creation of a digital marketing strategy, audit and re-launch of social media, budget and investment plan for marketing, devising and implementing a training plan for existing staff.

Below are some of the current students – either reach out to them directly or contact jon.fairburn@staffs.ac.uk

Jessica Bell

Jessica Bell
Jessica Bell – Ideally, I would like a placement within events or tourism, but I’m very flexible and I am open to offers.

I recently completed my bachelors degree in Tourism Management, in which I obtained a First Class honours. I am now studying a masters degree in Digital Marketing.

I am extremely enthusiastic about travelling and understanding different cultures around the world. I decided to take an internship during my gap year where I worked in a prestige country club in South Florida for 7 months and later I worked in a country club in Connecticut for the remaining 5 months. After I completed my degree my manager in Connecticut asked me to go back to work for them for another year in 2019. During my time in America I worked in the front of house as a bartender and server, I worked events, worked on the reception and worked in the office helping to plan events and create content for the clubs website. Aside from working in America, I also have voluntary experience working for the Stone Food and Drink Festival 2018, as well as becoming a student representative for my course. 

During my time at university I worked with a number of different softwares including SPSS, Excel, PowerPoint and I also obtained a Microsoft Office Specialist for Word in 2019. I also have experience working with small social media advertising campaigns to build a brand image

Overall I am strong team player, I have good work ethics and I’m a fast learner that can work independently as well as in a team if needed. Ideally, I would like a placement within events or tourism, but I’m very flexible and I am open to offers.

Further contact details can be found from my LinkedIn profile or email jessica.bell9107@gmail.com

Paige Sinclair

Paige Sinclair
Paige Sinclair

I have recently graduated with a 2:1 in BA (Hons.) Event Management. Previous to that I completed a National Vocational Qualification level 3 in Hospitality supervisor and leadership at Cardiff.

I am currently working as a team member at Staffordshire University Student Union bar. For my volunteer work, I had experience working with Channel 4 and at the Stone Food and Drink Festival.

Before this, I helped out at events that were hosted by the college which includes the chef forum and local MP conference, and at a hospitality competition. The skills that I have are customer service, good at solving problems, have a positive attutude to everything I do, good communication both written and oral, time-management, reliable, and confident talking to new people. I also have computer skills that include Microsoft Word, PowerPoint, Excel, and confident in using social media. Additionally, I am opened minded and can adapt to new environments as well as willing to learn new things.

Linkedin here or email at paigesinclair97@hotmail.com

Verity Adams

Verity Adams
Verity Adams

In 2018 I graduated with a BSc (Hons) degree in Computer Science at Keele University. Whilst undertaking my degree, I worked as an IT Intern for a houseware distribution company. After graduation, I started working as a Junior Graphic Designer for Dee Set, a company that focuses on driving growth, market share and ROI to a large range of clients, such as ASDA, Tesco and Wilkinsons. I then quickly progressed into a more senior Graphic Designer role within a Digital Marketing company, BWAR Ltd. I opened my own Digital Marketing business ‘Yello Dog’ in December 2019. To assist me with running my business and further my knowledge and experience of Digital Marketing, I decided to apply for a MSc Digital Marketing Management Degree at Staffordshire University.

My work experience and qualifications have provided me with an extensive and broad skillset. My Computer Science degree has enabled me to understand the technicalities associated with building websites, computer software and assist with many digital trends of today. My role as a Graphic Designer has provided me with an understanding of brand identity, digital marketing and social media. Owning my own business has given me the opportunity to obtain and work with my own clients, identify ways of marketing my own business and manage my own projects and deadlines.

Linkedin profile and email me verity@yellodog.co.uk

Sruthy AB

Sruthy AB
Sruthy AB

I have graduated with 1st class BSc (Hons) Computer Science and 1st class MBA (Post-grad) degree in HRM and marketing specializations. Due to my keen interest and evolving technologies in Digital marketing and its immediate growth in a new dimension, I am pursuing my 2nd Master in digital marketing management with Staffordshire University.

I have  gained eight years of corporate experience internationally  with leading IT companies from leading markets such as Asia (India), Middle East (Dubai) and Europe (UK ) with wide range of expertise in the field of business technologies management, solutions automation (such as ERP/CRM/ED-Tech/E-learning solutions), SAAS model implementation, digital marketing management & content creation, performance analysis, brand management, SEO and corporate website management including email & online marketing, PR & CSR activities promotion and media management etc.

I am currently looking for a project with a reputed organisation that challenges me with my expertise & skills to excel in my career and helps me to gain further experience in digital marketing & management. Moreover, being multilinguistic I am always a great team player and I want to help organizations to grow in the new dimensions of digital marketing and experience its potential. Ideally, I would like a placement within IT sector, but would not mind if it’s an exceptional offer from other fields. Contact information – Sruthy AB | LinkedIn /Email Sruthyab@gmail.com

Sandra Decowska

Sandra Decowska
Sandra Decowska – bilingual in English and Polish

I have graduated with a BA (Hons) in Tourism Management at Staffordshire University with Upper Second (2:1) and I am now studying an MSc in Digital Marketing Management.

Bi-lingual – fluent in both Polish and English.

Recently, I have experience working as a Planning Distributor at TK Maxx Newcastle-under-Lyme. In this role I am working closely with the planning and distribution team. This role is office based within a very busy, fast-paced environment.

This has taught me a lot of transferable skills such as computing skills, implementation new team strategies, efficiently manage the office duties, dealing with administration, customers and suppliers.

My ideal placement if possible would be within the events, tourism or hospitality industry. However, I am willing to try anything new that may broaden my knowledge and skills.

If you would like to contact me, my details are:

Linkedin or email me sdec2977@gmail.com

Arnold Tembo

Arnold Tembo
Arnold Tembo

I have recently graduated with​ a BA (Hons) in Business Management. Having grown up in a small family business which sold food and beverages, I have been able to gain insider knowledge of how to run a business successfully. When studying Business Management at university I successfully created a business from scratch working within a small team.


I have previously worked as a Healthcare Assistant and much recently as a Call Handler at an urgent care centre. By working in these positions, I have learned to become a more compassionate person, as I show more kindness and empathy towards other people in my daily life.

I have a passion for Digital Marketing that is why I am pursuing a master’s degree in Digital Marketing Management. The master’s course has taught me how digital marketing strategies can be applied to a business and given me extensive knowledge on different marketing tools. For the last year I have been running a blog on Instagram and WordPress. This experience has made me efficient in creating content that connects with diverse audiences and have gained solid understanding of different media platforms.

I am a highly creative individual on the other hand I am extremely analytical, what separates me from a lot of people is my enormous desire to learn. I am looking for a placement in an organisation that will help me gain further experience and knowledge in Digital Marketing. If you would like to contact me, email me at : tembo.aj@outlook.com

If you wish to take a look at my blog, you can find It on Instagram: arnoldwrites_blog or if you want to take a look at my blog on WordPress: ARNOLD WRITES – BLOG (wordpress.com)

Niamh Beer

Nimah Beer
Niamh Beer – runs her own Etsy shop

I have a BA (Hons) English Literature (2-year fast track) where for my placement I worked with my own small Etsy Business and focused on the importance of Social Media in the online marketplace. Creating my Etsy shop enabled me to learn about SEO as well as the use of their marketing services as well as those which are provided by different social media platforms.

 My interest in the sector is within social media as I feel like I understand it well and have been a user for more than a decade. I have used my knowledge of Social Media to run a Twitter account for a small business a family member was starting and help with brand building. This was great experience for me as I was able to learn what went well and what could be improved on. I currently am applying the skills I am learning in my Digital Marketing Management MSc to my own Etsy shop which has seen great improvement. I am experienced in using analytics as well as identifying different demographics, I also have the ability to create Marketing Communications Plans and Global Digital Marketing strategies.

I am a quick learner and am always enthused to learn more in order to further my career. I am looking for a placement which can enable me to enhance my skills and can challenge me. Email me b010250h@student.staffs.ac.uk

Jack Dutton

Jack Dutton
Jack Dutton experienced in film and video

I currently have a BA Experimental Film Production (First class). My experience ranges from volunteer to paid work, as well for my own interest. My main skills lie in social media and videography, which I have an extensive knowledge of. I have a range of experience creating content whether it is for business or different groups. Primarily this is promotional materials, such as logos, business cards, and videos such as trailers or adverts.

I have a keen interest in Digital Marketing, specifically around content curation and social media management. I am currently undertaking an MSc in Digital Marketing Management. Before starting my course, I have worked with Staffordshire University to introduce prospective students to camera equipment and walkthrough the film courses at the university. In addition, I have worked with Stoke Council to go into schools to deliver presentations around anti-smoking, and then work with groups of students to produce these anti-smoking messages into short films. I also currently hold an FLT licence which I gained whilst working at B&Q .

At present I am looking for a project or work placement that helps me further my experience in digital marketing, in order to develop my skills and pursue a career in the future within the industry.

Contact information: – Email: jackadamdutton@gmail.com

James Gooch

James Gooch
James Gooch lots of expertise in sound production

I have recently completed my BSc (Hons) Sound Design in which I obtained a 2:1, this focussed on sound for visual media. I strengthened my skills in digital media, including sound for film, TV and games using tools such as Logic Pro X (Certified Pro), Pro tools ultimate and Adobe Audition and Premiere. I comprehensively studied music production and technology including use of industry standard hardware. Within this time I also improved my skills using Adobe Photoshop and completed my certification as an associate in visual design. I also obtained experience within Microsoft Office, namely Word, PowerPoint and Excel. I also have a lot of experience with virtual meeting rooms such as Microsoft teams.

Within my pursuit of an MSc in Digital Marketing Management I have gained skills and knowledge of content marketing, marketing strategy and planning, SEO, email marketing and social media marketing. I would love to further my experience in all of these aspects of digital marketing specifically SEM gaining hands on experience with PPC and other digital marketing tools.

I have recently been successful acquiring a digital marketing role within a B2B company in which I can further my knowledge and experience in social media, content curation/creation, SEO, website management, visual design and analytics. Within this role I am gaining experience with tools such as Zoho, WordPress and Google analytics.

My experience mostly consists of customer facing roles, this includes seasons abroad with PGL Travel in Spain and France, Customer team member at Coop (ongoing) as well Student Ambassador for Staffordshire University advocating the university on open days as well as with the Unibuddy chat service (ongoing).

Don’t hesitate to connect with me on my LinkedIn

If you would like to discuss how we can benefit each-other please contact me: Gooch.James@hotmail.co.uk

Coronavirus: The Battle Axe

The coronavirus started in China and spread to Europe and America in the first quarter of 2020 with a “battle axe” on businesses. The leadership of the most affected countries have become Santa Claus with their supports to the households and businesses. Many industries have experienced the offensive side of the coronavirus battle axe while other industries benefited from the defensive opportunities it created.

Industries such as Aviation, Road haulage, Ferries, Steel, Horticulture have all taken the pain of the offensive side of the battle axe. For instance, many of the affected developed countries economies are shut down and consumers are under stay at home policy. These have serious negative impacts on these industries revenue and sustainability investments. To complicate the pain emergency loans support from financial institutions have dried up thus, there are fewer chances of survival without taxpayers interventions. Some commentators are of the view that greener pastures are not guaranteed for the industries that will survive the pain as the new world of doing business will emerge. 

The likes of the e-commerce marketplace (Amazon); pharmaceutical companies (AstraZeneca and Pfizer); video conferencing (Zoom, Teams and Skype) and entertainment streaming (Netflix) industries benefit from the defence of this deadly axe. The longer the stay at home policy takes more people and businesses start thinking of a different way to sustain their livelihood and businesses from home. Another innovative business opportunity created is the products that many governments make mandatory to be worn everywhere. Although some of these products are reusable, few concerns have been raised about the materials used in the production and the ability to recycle these materials.

This pandemic has brought difficult business operating environment. Many business leaders are worried about how to sustain productivity to increase growth by adapting to the new business environment that the pandemic created. Businesses should protect the workforce with physical and emotional support, empathetic communication, training and retraining of employees in readiness for recovery. They should review their supply chains and possibly arrange alternative sources of raw materials or services. Also, businesses should frequently review the impact of the worst-case situation on the business cash flow and the governments’ tax relief provisions and other supports. Finally, business leaders should consider their business digital transformations by increasing IT infrastructure and digital upskilling.

The Small Business Leadership Programme is provided by Staffordshire Business School and is fully funded (free). Participants will develop strategic leadership skills and the confidence to boost business performance.

The course lasts ten weeks and the next two cohort start dates are
West Midlands 12th January 3.00 – 4.30 pm
North West 13th January 3.00 – 4.30 pm

Register here https://smallbusinesscharter.org/sblp-registration

For more details see the website
https://smallbusinesscharter.org/small-business-leadership-programme/

Mayowa Akinbote FCCA
Lecturer in Accounting and Finance
Staffordshire Business School
Staff Page: https://www.staffs.ac.uk/people/mayowa-akinbote
LinkedIn: http://linkedin.com/in/mayowa-akinbote-33448895

Staffordshire Business School – Research update

Staffordshire Business School aspires to be a leader in making a real impact on business and society through research and innovation. Our team have successfully delivered many industry/business and government funded research projects and have extensive experience of leading large team projects including local, UK, EU and internationally funded projects. Many of our team members combine rich industry and practitioner experience with academic rigour in conducting world-leading research in the areas of entrepreneurship and innovation, digital transformation, environmental health etc. Here are some of the exciting research projects that researchers at Business School have been doing:


Austerity, Welfare and Work: Exploring Politics, Geographies and Inequalities

In his new book, Prof David Etherington provides bold and fresh perspectives on the link between welfare policy and employment relations as he assesses their fundamental impact on social inequalities. Drawing on international and national case studies, the book reviews developments, including rising job insecurity, low pay and geographical inequalities.

Environmental health inequalities resource package

Prof Jon Fairburn is the lead author of a recent World Health Organization publication. The publication is aimed at local, regional and national policy makers hoping to improve environmental health especially for deprived and other groups. Jon has been collaborating with WHO for over 10 years on this subject.

Covid-19 and Smart Cities – What’s Changed? Getting ahead of the Game

Prof Fang Zhao and her team have been conducting research and analysis of a range of changing scenarios of smart cities in post-Covid-19 and pinpoint the opportunities and challenges for businesses, city councils and universities. Their research focuses on strategies, tactics and digital transformation.

The Impact of COVID-19 on BAME Owned Businesses in the UK

The project led by Dr Tolulope Olarewaju is investigating the specific challenges that BAME business owners faced during the COVID-19 pandemic and lockdown, the strategies that they used to keep their businesses afloat, and how they engaged with financial and regional support. The project is funded by the British Academy.

People, Place and Global Order: Foundations of a Networked Political Economy

This book co-authored by Dr Andrew Taylor explores how the convergence of technology and globalisation is shifting value creation out of products and processes and into digital networks and, in the process, leaving many people behind. He is looking into examples and models of how people and place may flourish within global networks. 

Leadership typology reveals how smart city leaders prefer to tackle inequality

The research of Associate Professor Alyson Nicholds sheds light on how leaders, operating in different organisations, roles and sectors prefer to tackle inequality differently. Her latest writing draws on organisational concepts of leadership and philosophy to show the benefits this type of understanding can reap for society.

Entrepreneurs in Residence

Business School has recently appointed Entrepreneurs in Residence providing students and staff with hands-on experience in conducting research to spot business opportunities, conduct market analysis and better understand consumer behaviour, leading to business venture creation.

For more information and collaboration and partnership, please contact Prof Fang Zhao – Associate Dean Research and Enterprise at fang.zhao@staffs.ac.uk.

Support for micro & SME’s businesses: Survive and Thrive

Project leads: e:Prof Jon Fairburn @ProfjonFairburn and e:Kat Taylor @KatTayloruk

There are two parts to the Survive and Thrive project – a series of webinars and 1 to 1 business support. This project aims to support businesses in Staffordshire and the surrounding regions.

The webinars are designed to be interactive and resources to download during the webinars will be made available, as well as examples and the opportunity for chat and questions. If you are unable to attend the webinar then you can watch a recording.

Several of the webinars link to each other and we would encourage you to sign up for all of the webinars.

Practical Hints and Tips for Small and Micro-businesses occurred on Staffordshire Day (May 1st)Recording here

How to critically assess your business operation and ask really good questions in light of Covid 19 – 2pm May 21st Recording here

How to Create Clear Messaging & Develop Customer Relationships Online – 2pm May 28th Recording here

Strengthening your business and its future prospects: adapting your operations and supply chain management 2pm June 4th Recording here

Are you in the right place? How to connect to the right audience & analyse your performance 2pm June 11th Recording here

E-commerce 1: A fun, no techno-babble guide to having a go with electronic commerce! 2pm 18th June Awaiting editing

E-commerce 2:  A detailed navigation of the e-commerce strategy template introduced in the E-Commerce 1 webinar 2pm June 25th Recording here

How to manage your staff and their wellbeing out of the lockdown and beyond 2pm July 2nd Recording here

Introduction to advanced operations for key social media platforms 2pm July 7th Recording here

How to develop & integrate email marketing into your business 2pm July 9th Recording here

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Preparing for the New Normal – How accommodation providers in France are rethinking and adapting their services and what can we learn from this?

Paul Dobson, Senior LEcturer,Staffordshire Business School


It’s been a challenging, confusing and worrying time for most industries during this current Coronavirus Crisis. But the hospitality sector in particular stands to be one of the hardest hit as it struggles to contemplate how it can continue to trade successfully keeping social distancing in mind, coupled with a rapidly shrinking economy.  As part of Staffordshire Business School’s support to organisations I’ve been supporting the local and international hospitality sector and as the French businesses are ahead of us in coming out of lockdown I’ve noted some points to help prepare UK organisations.

After 2 months enduring some of the strictest lockdown controls in Europe, France is slowly opening up its economy and society. And the vast, hugely varied accommodation sector, which historically welcomes visitors across the world, is undergoing a rapid and radical revolution to ensure it can continue to attract customers in these unprecedented times.

The newly forced need to keep distance and natural sense of personal safety has fallen well into the hands of some of the self-catering sector. Private homes and villas, especially those that can offer generous outside space as well as little or no contact with others, have seen a huge demand since the 11th of May when the French Prime Minister officially declared that travel up to 100km was now permitted. The public, who have been largely “imprisoned” with massively limited scope to be outside their own homes since the middle of March inevitably have an overwhelming desire for a change of scenery. However, this is not a universal permission and policy, and restricted zones still exist across France, and indeed many local governments, even in the less-infected “green regions” are enforcing the continuation of heavy trading restrictions and forced closures of accommodation providers. But where these rules do not apply, the flood gates have opened and demand, all from customers within the 100km radius, has been significant. Also worthy of note is that the average length of stay has seen a dramatic increase for this time of year.

That’s not to say that this is return to normal times for these accommodation owners. French hospitality organisations have had a massive increase in questions about sanitation, personal responsibility and uniform industry standards on cleanliness and contact that the UK accommodation businesses will need to be prepared for when lockdown restrictions are relaxed. As of today, these restrictions haven’t been totally clarified in France, and only “best practice” guides from local tourism authorities exist online. Some of the leading booking platforms and websites for this sub sector are advising “safety gaps” between customers of, for example, 24 hours to allow any surfaces to become less likely to cross contaminate in the future. What is apparent from discussions with French hospitality businesses is that there is an increased desire for customers to have  “direct online contact” with the service rather than through  online booking platforms.  This could be a welcome shift in attitude as this not only allows peace of mind for the customer, but also less commissions for the business owner to pay to the booking platforms which have come under much public criticism and scrutiny of late because of their high charges. One of the French businesses I’ve talked to has had an 800% increase in Facebook messages, their analytics has shown an increase in both mobile and desktop visitors to their website and the number of emails has increased by over 200% compared to last year.

The B&B (Chambres d’hote) and Hotel sector have reported an uphill challenge. With a mix of different guests under their roofs, all with potentially varying attitudes to respecting the new government guidelines, this poses a significant threat to their short- and medium-term existence. However, those that can offer genuine space, especially outside, have a clear advantage over those that cannot. Going from one restrictive box to another isn’t likely to be a great draw for the new discerning needs of the Covid-19 era traveller.  Forced confinement has brought about a new desire to be out and about in nature, and burn off all those excessive calories consumed since March.

But with the high season fast approaching during which these businesses would traditionally run at maximum occupancy, the reality is that these organisations will be forced to not only give “buffers” in between guests checking out and the next ones checking in, but also run at a lower occupancy to ensure that interaction between different customers is minimized. Therefore “Making Hay whilst the sun shines” will this year inevitably bring about a lower yield, and reduce the vital cashflow which sustains many of these businesses during the quieter months. 

An example of changes implemented is the hotelier Tim Bell and Ingrid Boyer in the Auvergne region of Central France. Tim has developed their website to include a link to their Covid-19 guidance on their home page (see https://chabanettes.com/). This is updated on a regular basis and outlines their commitment to client’s safety.  He implements rapid alterations to its usual offerings and has created the foundations for business continuity and customer confidence.  He has also set up a Facebook forum for like minded accommodation owners in Europe seeking support and advice. Tim collates industry data, statistics and best practice ideas from all over the accommodation sector and share his opinions and advice with the group.

The sector in which he operates is having to rethink more radically about its traditional services to ensure competitivity and customer confidence. This ranges from the provision of catering which is leaning initially more towards a “Room Service” culture to a complete overhaul of the check-in/check-out customer touch points, looking to technology and globally recognised physical safety barriers to reduce risk of viral spread. For an industry which relies heavily on close, personal contact for their reputation and overall experience, keeping a balance between customer satisfaction and safety is proving challenging, but not impossible. Clients now expect a more sterile and distanced world, with supermarkets leading the way in some innovation and rethinking of the customer journey that the hotels are learning from, such as one-way corridors.

Until the world is safely vaccinated against the virus, the accommodation industry will have to adapt quickly and radically to guidelines, legislation and customer fears. History has told us that businesses that do this will have the best chance of survival, and those that don’t not only fear a downturn in business, but also a very visible online reputation for ignoring what is now the number one priority for the 2020 traveller – Safety.

Need help with Digital Marketing in 2020?

The MSc in Digital Marketing Management is one of our awards to meet the changing demands of industry. Marketing is going through a fundamental change with ever more marketing carried out online – a major consequence of this is the incredibly detailed data that is generated which leads to data driven policy.

The marketing industry is booming, examples from our partners include, Synectics Solutions in Newcastle under Lyme, Don’t Panic who organise many digital award nights and conferences or alumni who have set up businesses such as Jill Quick, or Louise Holland

To get our Masters students ready for the industry we have two modules:

  1. ‘The Management of a Digital Marketing Project’ – this module will prepare a tri-partite agreement between the student, the academic staff and the organisation as to the focus of the project, existing benchmark measures, what is to be achieved and how to make the project sustainable (so that it can continue after the student leaves). This is carried out between January to March/April
  2. The Work Based Digital Marketing Project – a credit work experience (450 hours) to deliver the project with the organisation concerned. (April to August)

The project can be in any type of organisation e.g. private sector, public sector, charity or a university. It is desirable but not essential for the work project activity to take place at the premises, or it could be a mix with some days in the company and some work off site.

We have built in flexibility to the work-placement so it could be that you would like a portfolio of tasks to be completed rather than just one main project. Examples could be – creation of a digital marketing strategy, audit and re-launch of social media, budget and investment plan for marketing, devising and implementing a training plan for existing staff.

As the module is part of the course then paid remuneration is not required. However, we would expect travel expenses and any other identified costs of the project to be paid – these can be discussed and agreed before the placement starts.

Below are profiles of some of the students on the course so reach out direct to them if you are interested or if you want to discuss it with a staff memebr contact Jon Fairburn 01782 294094 jon.fairburn@staffs.ac.uk

Alex Bedford

Alex Bedford
Alex Bedford

I have a lot of experience developing and leading teams to achieve results. This is proven through a history of achievement working with Active Lives Education, Cheshire Football Association, Birmingham County Football Association, Walsall Local Authority, Sported UK, Sports Across Staffordshire, and The Football Association.

I have a keen interest in Digital Marketing. I am pursuing a Master’s degree in Digital Marketing Management.  I have experience in creating and managing marketing and communication strategies and also have experience in website management, email and text marketing, social media management, content curation, and online paid advertising.

I currently run a business called Active Lives Education however am looking for a project that helps me gain further experience in digital marketing, to develop my skills and develop a career or business in this field.

Contact information – Linkedin profile email alex.bedford@activeliveseducation.co.uk mob 07468583274

Amber Mottershead

Amber Mottershead
Amber Mottershead

I hold a foundation degree of science in Film and Television Production and have recently graduated from my BA degree in Events Management (2 year fast track) which I gained a 2:1 in. I have a large work experience portfolio from volunteering to paid work. For 4 years I was a manager of a Children’s play centre then moving onto the cash manager of B&M. I now work as an Events Assistant at Moddershall Oaks. For my volunteer work I have experience of working for the likes of Channel 4, Woman of the Year and Stone Food and Drink Festival. I have also worked several corporate events such as the Hotel Marketing Conference and Land Rover.

I have skills within Web design, as well as using all social media platforms for brand building. I also have quite a good understanding with photoshop and other computer software that may be needed, I am a quick learner and can pick up things fairly quickly.

Ideally, I would like a placement within a sector that holds Events, but I would be open to offers. 

If you would like to follow my LinkedIn, this can be found at: https://www.linkedin.com/in/amber-mottershead-ba48b1166/ or email me Amber1210@live.co.uk

Or if you’d like to have a look at some of my volunteer work you can find this on Instagram: @amottevents 

Lewis Copeland

Lewis Copeland
Lewis Copeland

I have recently graduated from my BA Events Management (2 Year Accelerated) in which I achieved a first-class honours. I have previous work experience as a bar supervisor for three years as well as voluntary work experience with Channel 4, The Stone Food and Drink Festival as well as being a student representative for my course.

I currently work for The Student Hub at Staffordshire University as a Digital Marketing Ambassador. In this role I manage multiple platforms (Facebook, Twitter and Instagram) as well as improving the overall engagement and reach of the platforms.

I am able to use social media platforms to build and uphold brand image. I have experience in using analytics to improve the reach of posts as well as identifying demographics which not be being reached and making steps to target them.

Ideally I would like a placement in tourism, events or hospitality but I am open to offers.

If you would like to connect with me, my LinkedIn is: https://www.linkedin.com/in/lewis-copeland-10268515b/  or Email me at: lewis_copeland@hotmail.com

Sophie Lawrence

Sophie Lawrence
Sophie Lawrence

I have recently graduated with a First-Class BA (Hons) Degree in Events Management and have now started studying MSc Digital Marketing Management. I have a large work experience portfolio from both paid and volunteer work. I have been a chef for the past three years at The Orange Tree Bar and Grill, I also hold a range of customer service skills which I have been able to develop by working at a bar and on a hotel reception. To broaden by experience in events management I have volunteered at numerous events such as Woman of the Year 2018, Stone Food and Drink Festival and The Royal Oak Gin festival.

I have skills in web design, brand building and analytics, I can also use all forms of social media and some computer software which may be required. I am a reliable team player who learns quickly, I enjoy expressing my creativity when carrying out jobs and ensuring all tasks are completed to the best of my ability.

If possible, I would like to find a placement within the events, tourism or hospitality sector although I am open to other opportunities.

Please find me on LinkedIn (https://www.linkedin.com/in/sophie-lawrence-05367414a/) or email me (sophielouiselawrence@gmail.com) if you are interested in my expertise.

Charlotte Gooding

Charlotte Gooding

I have recently graduated with a 2:1 in BA (Hons) Events Management and am now currently studying MSc Digital Marketing Management. I have a wide work experience portfolio varying from paid work to voluntary. Over the last three years I have been a bar staff member for Stonegate pubs working for Walkabout until it closed down in April this year and now Yates Newcastle-under-Lyme. Within my role at Yates I tend to work on the bar and occasionally the kitchen, but recently I have taken on the role to be more involved in the social media for the business. To help to widen my knowledge of events and volunteers I volunteered for the Stone Food and Drink Festival in 2017/18. 

My main stills revolve around social media and helping to design promotional material. I am a reliable person with work ethic and put all my effort into anything that I do.

My ideal placement if possible would be within the events, tourism or hospitality industry. However, I am willing to try anything new that may broaden my knowledge and skills 

Please find me on LinkedIn (https://www.linkedin.com/in/charlotte-gooding-66867314a/) or email me (charlottegooding@live.co.uk) if you would like to contact me.

Aaron Shaw

Aaron Shaw

I recently graduated from Staffordshire University with a 2:1 BA (Hons) degree in Business management and I’m now studying an MSc in Digital Marketing Management. I am a team leader at the Staffordshire University Students’ Union. This role requires excellent communication skills, the ability to delegate tasks to the team I am managing and making sure the venue (LRV and Verve) is running as smoothly as possible. This has taught me a multitude of transferable skills within customer service as I have developed my interpersonal and leadership skills. This is reflected within my dedication to the Staffordshire Stallions American Football as a team player and a defensive captain.

I’m currently looking for a digital marketing placement for my work based digital marketing project. This will give me a chance to utilise the skills and knowledge that I have learnt within my masters and apply it to a professional environment. Any opportunity to be able to get this experience would enable me to further my employability.

My degree has given me an insight into a variety of different aspects within Business Management. This has given me fundamental knowledge on topics that also relate to the MSc in Digital Marketing Management. I have extended my academic skills and abilities by studying into a specialised area of Business.  An MSc has enabled me to have a greater understanding of analytics, search engine optimisation and the ability to design a global digital marketing strategy.

If you would like to contact me, my details are;

LinkedIn – linkedin.com/in/aaron-shaw-ba20a3150

Email – aaronjamesshaw1994@hotmail.co.uk

Leah Mahon

Leah Mahon

I have graduated with a BA (Hons) Journalism and I am now studying my MSc in Digital Marketing Management. Throughout university, I worked as a venue member for Staffordshire University’s Student’s Union in front and back of house customer service roles and as a Student Ambassador. These roles have instilled me with strong interpersonal skills and self-organisation through working in these multifaceted positions.

I have experience working as a Trainee Journalist at The Sentinel newspaper and Staffs Live, where I was responsible for researching and writing feature and news content for print and online publication. I utilised my qualifications in Reporting and Shorthand at 100WPM from the National Council of Training for Journalists, ensuring accuracy and time management.

I am an experienced CRM Marketing Assistant, where I was responsible for curating content for email marketing campaigns and market research. Studying Digital Marketing has developed my knowledge within integral marketing theories, brand development and content curation/SEO. I am now implementing this in the creation of my own lifestyle blog, The Wordsmith.

I am interested in opportunities in the content marketing sector, and I am open to writing diverse content in an array of industries.

My contact details are:

LinkedIn   –    https://www.linkedin.com/in/leah-mahon-b15627121/

Email       –    leah_mahon@outlook.com

Grace Hague

If you are a business owner and you are looking for a driven, creative and hardworking individual that has a keen interest in digital marketing, SEO and business development…then look no further!

I am currently looking for a placement within an organisation that will help me gain further knowledge and experience in the digital marketing field.

I have recently graduated from Staffordshire University with a 2:1 in Tourism Management. My main interests lie in SEO, content curation, analytics and brand building through social media.

I have consolidated experience working in fast-paced environments, working in a team, customer engagement and I have the desire to learn and help businesses grow!

So, what are you waiting for? Get in touch via LinkedIn or email!

LinkedIn: https://www.linkedin.com/in/grace-hague-12846b10a/

Email: Grace_Hague@mail.com

What makes an entrepreneur?

June Dennis, Dean of Staffordshire Business School


We’ve been celebrating Global Enterprise Week at Staffordshire Business School this week and have welcomed some fantastic guest speakers.  What’s been very evident is that there is no one reason or way to start your own business – each guest speaker has had a uniquely individual journey and experience. In some instances, they have fallen into self-employment, in others, it was a well thought through and planned decision to do so.

So what makes a successful entrepreneur?

There are so many lists out there that can offer you the top 3 or 7 or 20 traits you must have to be a successful entrepreneur.  This is my list based on what our guest speakers shared this week!

Passion & determination – if you are to succeed, you need to be passionate about your business proposition.  What’s the point of setting up a business in something you don’t like or believe in?  However, passion alone will not be enough.  It really does help if you love what you do, but you need to be prepared for setbacks.  I can promise you that things won’t go as smoothly as you hoped. There will be times when you question whether you did the right thing.  That’s when you need to be resilient and, as they say, ‘keep calm and carry on’.

Strong work ethic & self starter – when you work for yourself, it’s very easy to have a lie-in when you don’t feel like working without realising that time is your most precious commodity.  Even when you don’t feel it, you have to push yourself to make that phonecall, finish the report or knock on the door.  You need to be disciplined.  One friend, when he didn’t have any work, used to go to the cinema or meet friends for a coffee.  Another friend would purposely post leaflets around the neighbourhood to promote his business.  Can you guess which one was most successful?

…but also a good finisher – basically, you won’t get paid until you finish the job.  And, you need to finish the job in good time.  So don’t procrastinate.  Sometimes, ‘good enough’ is better than not getting the job done in time. You won’t get repeat business if you don’t deliver on time.


Creativity – you don’t necessarily have to have a new-to-the-world invention or be able to design amazing advertising campaigns, but you do need to be a good problem solver and find ways around problems that come your way.  That’s being creative! 


Keep an eye out for opportunities – Be a purposeful networker.  You don’t have to be an extravert to develop a supportive network and you never know what’s around the corner!  Nearly every contract I received resulted in further business, either from the same organisation or as a result of them passing my details on to a third party.  For example, as a result of writing Mintel reports, I was contacted by the chief executive at the time asking if I could act as an expert witness in a court case.  The timing wasn’t great and I had to juggle domestic commitments and workload but saying yes to this one phone call provided me with the opportunity to be one of a handful of special marketing experts – and it paid well!

Know your worth – friends may ask for freebies or big discounts sometimes with the promise that you’ll get lots of publicity.  If they value you, they will pay for your services or goods.  Occasionally, they may be able to offer you something in kind, such as your first review or office space.  I got a free hair cut from my hairdresser when we spent the time it took to cut my hair discussing how he could improve his pricing policy.  It was win-win and neither of us took the other person’s services for granted. As an expert witness, I realised no one queried how much I was charging, so I increased my fees by £50-£75/day for each new quote.  I never got turned down….

And finally,

Be prepared to learn – constantly!   If you weren’t successful in getting a contract – find out why.  If you made a mistake, learn from it.  Get feedback whenever you can and look at ways to develop new skills.