Free business training and support…does it work?

Business Direct - April 2019

Over 1,000 businesses benefited from Richmond Council’s business support programme – the Richmond Enterprise Challenge – which included dedicated support for local food businesses.

Coffee and Cake Co. café in East Sheen is one of those businesses which has taken up the offer of free training and support. Now, the business has moved from a loss-making position to making record profits in just five months.

About Coffee and Cake Co.

Stana Mrkic ran a café called The Bakery. However, her turnover had dropped significantly, and the business was not doing well. She was very concerned about its future and felt she lacked a clear direction as to what she should or could do.  The business was not making enough cash and was not profitable. But, despite this, she had great quality coffee and food products although limited in range and had an excellent team. She needed help so took up Richmond Council’s offer of free training and support through a provider called CPG.

Stana attended several free group workshops which covered: Setting Up a Food Business for Success, Sales & Marketing Strategies that Get Results, Merchandising and Store Layouts Made Easy, Access to Finance, Packaging & Labelling, Business Models for Success.

Then, working with CPG she moved on to a strategic growth session to customise a plan of action. The first thing they did was get Stana away from the business to look from the outside in. CPG got her to work on her business as opposed to in it.

CPG said:

"We initially focused on what was working well with Stana’s business, then what was not working so well and what we could work on that would make the biggest difference to the business the fastest.  In the short time we worked together, here are just some of the changes implemented that has helped the business gain some staggering results."

What were the results?

• Increased sales for in store customers and take away creating record results. Sold more to existing customers, brought in new customers
• Opened a commercial B2B wholesale revenue stream
• Increased the food product range and provided offerings for; breakfast, lunch, dinner and afternoon treats and catered for the children’s market
• Batched products together to create an upsell and offers for quiet periods to bring more people in
• Brought cake making in house which has become the flagship product for the business
• Automated finances –to have access to real time information to be able to make better decisions
• Brought in a partner and locked in to the business which has created more time
• Improved the shop front and store layout attracting more customers
• Created a social media presence and engagement
• Business name change
• Implemented a clear sales & marketing strategy including online and offline mediums
• Gained more reviews from online mediums and gained presence on google maps
• Developed a customer loyalty programme

Following the turnaround in her business, Stana said:

"We are all sceptical when we hear that there is a 'free seminar' and loathe as business owners to give up what little free time we have. It was lucky that I ignored my initial scepticism and launched into the program that Richmond Council initiated in conjunction with CPG.

"I was introduced to CPG at the first seminar which was attended by small business owners in the borough of Richmond. The seminar allowed for discussion, questions and gave sound advice. At the end of the seminar we were informed that individual one to one slots with the business consultants were available. I immediately signed up for one.

"From April this year, I have, with the help of CPG, turned around my business. In the one to one session we came up with an action plan specifically for my business. We have achieved month on month growth since first attending the 'free' seminar in April. I would wholeheartedly recommend this program to anyone who has a food business. The CPG consultants who run this program have a wealth of business knowledge, work with you and give practical advice in how to reach your goals. Thank you."

Following on from this, the council is looking how it can build on the 12-month support programme to see how it can further support high streets through bespoke local training and advice that enables local traders to adapt to today’s shopping trends and consumer challenges, including increased use of online trading and social media. If you have feedback, email: business@richmond.gov.uk.