Helping entrepreneurial ventures thrive

The drive for business growth often follows a circuitous path.

From sharp market turns to commercial cul-de- sacs, the road to success is rarely a straight line.

Indeed, reaching key milestones typically demands an array of directional aids, not least a detailed expansion strategy, a robust financial framework and a healthy skills pipeline.

Sometimes, though, the route is a little more serendipitous.

Just ask David Fordsham.

Like countless other business leaders, he found himself at a crossroads when COVID-19’s crosswinds mercifully began to ease.

And waiting to signpost his next move was YALLA! LET’S GO.

Backed by Government funding, the project helps entrepreneurs masterminding commercial endeavours – from cottage start- ups to larger operations – within Gateshead’s Orthodox Jewish community gain greater marketplace traction.

From dedicated workshops to expert mentoring and access to growth grants, the scheme, led by the Jewish Community Council of Gateshead with support from Gateshead Council, is helping businesses rewrite expansion blueprints.

And for David, managing director of Low Teams-based Fulli’s, which was founded in 2003 and supplies stationery, paperware, baking and cleaning supplies across the retail and wholesale sectors, the impact has been profound.

He says: “The programme arrived at the right time for us.

“Like all businesses, everything changed after COVID-19, and we tried different things to help our progress, including restructuring and website improvements, but nothing really paid off.

“And then YALLA! LET’S GO came along.” Central to the business’ support was access to industrial acumen, which, in Fulli’s case, meant time with serial North East entrepreneur – and YALLA! LET’S GO volunteer – Dr Roy Stanley.

Tapping into years of experience leading Newcastle-based Ground Six – the portfolio of companies that includes eco-friendly personal products firm Tango Group – Dr Stanley provided mentorship across a number of areas.

David says: “The programme opened avenues for us, not least Roy, whose support has been absolutely incredible.

“He came to see us a number of times, sat in sales meetings and gave us a lot of confidence in what we were doing, while also providing constructive comments.

“He helped us break down where our focus and investment should be.

“He also highlighted the importance of creating a strong team.”

With Dr Stanley helping refresh Fulli’s operational strategy, David – whose business supplies hygiene and janitorial products to clients including schools, colleges, pubs and clubs – accessed YALLA! LET’S GO’s specialist support network to address another facet of the business’ growth journey: sales and marketing.

The move united him with sales coach Moira Barnes, whose input is helping unlock new commercial opportunities through a reshaped approach to sales communication.

David says: “Moira came to see us, assessed

some of the things we were doing and suggested some fresh marketing ideas.

“They included outsourcing sales calls, and we’re now running a six-month trial with someone recommended by Moira.

“We are very happy to challenge ourselves to develop new channels, and Moira helped us do just that.”

YALLA! LET’S GO’s impact has been equally felt by Balloon Design Gateshead founder Devorah Rosenthal.

Formerly an aerobics instructor, she retrained more than a decade ago to launch her home- based balloon art venture.

Having built a bank of clients through supplies of colourful displays for birthday parties and community events, she last year turned to YALLA! LET’S GO to strengthen corporate sector ambitions.

And its influence has been substantial.

After helping Devorah secure a grant to support the purchase of a sought-after outdoor balloon arch frame – which immediately yielded work with Asda’s Benton store – the project paved the way for her to take part in May’s North East Expo at Newcastle Racecourse.

The latter was catalysed by the programme’s business expert referral network, which introduced Devorah – who also supplies schools, brand launches, shop openings and award events – to Nicola Halse, of Wearside- based Riverside Marketing Solutions. Devorah, who undertook London-based balloon art training after deciding to leave the fitness sector, says: “The programme hosted a presenter-led breakfast event, which covered a number of business aspects.

“We were then able to speak to a presenter and I chose Nicola because, as a marketing expert, she knows what is working for a whole range of businesses.

“Nicola recommended I go to the North East Expo, and has provided support on areas like social media hashtags and other business events to attend too.

“She has also provided fantastic tips on how to engage with local businesses.”

The latter support strand, says Devorah, is also a crucial part of YALLA! LET’S GO, with the programme having fashioned an ecosystem that allows participants to refine strategies by sharing cross-sector experiences.

She says: “Owning and running a business can be lonely; I don’t have people to bounce ideas off.

“And that is why YALLA! LET’S GO is so good.

“You get to meet other businesses, often from different industries, who are going through the same things as you, and we have lots to gain by telling each other our stories.

“I’ve made new connections through YALLA! LET’S GO; it is a very valuable resource for meeting new people.”

And right at the heart of those relationships – and the entire YALLA! LET’S GO programme – is project lead Mrs Spitzer, whose work linking entrepreneurs with industry experts has, say Devorah and David, been fundamental to its success.

Devorah says: “Mrs Spitzer has a great picture of the businesses across the community, and is a fantastic facilitator.”

David adds: “Mrs Spitzer was fascinated about our business, and was the person who put us in touch with Roy.

“She really wanted to help us get to the next level.”

For more information about the YALLA! LET’S GO project, email [email protected]