Melissa Middleton, Business Coordinator for PNE, develops and delivers training for people starting businesses in the North East region. Here, she shares her insights into the most common types of startups, and her advice for creating and growing a sustainable business.What sort of business startups are you seeing here in the North East?

It's truly inspiring to witness the incredible business startups being led by people with a great entrepreneurial spirit. I’ve definitely seen a focus on new ventures in the hospitality industry - local pubs, cosy cafes, and even community centres with community cafes have been sprouting up, providing locals and visitors alike with fantastic places to enjoy delicious food and great company.

We are also seeing people interested in starting wellbeing businesses. These include holistic therapy centres, reiki practitioners, and yoga studios, all focused on enhancing our community's physical and mental wellness. These businesses play a significant role in promoting a healthier and more balanced lifestyle for North East residents and it’s great to see how much this means to people.

Perhaps the most heartwarming development is the substantial growth in social entrepreneurialism. Many individuals are dedicated to making a difference in our community through purpose-led businesses and social enterprises. These businesses are not only striving for financial success but are also deeply committed to giving back to our region, which is truly lovely to see.

It's evident that the entrepreneurial spirit is alive and thriving here in the North East, and these startups are not only making their mark in the business world but are also enriching our community in diverse and meaningful ways - we couldn’t ask for more really.

What are some of the regular pitfalls you see startup businesses falling into?

In my role, I often see new startups overspending on IT equipment. It’s so easy to get carried away with the allure of top-of-the-line laptops and gadgets, but do you really need that £1,000 laptop when a more budget-friendly option would suffice?

In many cases, all you need is a reliable laptop and a subscription to Office 365, which can be obtained for a fraction of the cost. By overspending on hardware, you might limit your budget for other critical aspects of your business and this is something I flag regularly to the clients I work with. One of my main arguments for this is that if we over spend on hardware, sometimes more essential investments like anti-virus and anti-malware software can be overlooked. While it's tempting to cut corners on software protection, failing to secure your hardware adequately can lead to costly and time-consuming problems down the road. Striking the right balance between investing in hardware and ensuring it's adequately protected is key.

Another pitfall that startup businesses frequently encounter is misdirected social media marketing efforts. It's easy to fall into the trap of focusing on the social media platforms you personally enjoy, like Facebook or Instagram, rather than considering where your potential customers are spending their time.

Successful marketing begins with understanding your target audience and their online habits. Instead of spreading your efforts thin across all platforms, concentrate on the ones that resonate most with your customer base. Conduct research to identify which social media channels your audience is active on and tailor your strategy accordingly. This approach ensures that your marketing efforts are more likely to yield the desired results and again, it’s something that I talk regularly about with my clients.

What is your top advice for people who are thinking about or just about to start their startup journey?

I know that thinking about and actually starting a business can be both thrilling and terrifying in equal measure. Over the years I have probably refined my top pieces of advice to three key things…

Firstly, seek guidance and collaboration from people like me -don't hesitate to talk to people and ask for help when you need it. There are so many people in our region who can offer invaluable insights, guidance, and mentorship to support you – there’s no need to do it alone. Look out for networking events, workshops, and business forums. These opportunities for knowledge exchange and collaboration are not only informative but also inspiring. You can discover relevant events on platforms like the PNE website, the North East Growth Hub, or popular ticketing sites like Eventbrite.

Secondly, don’t take on too much at once – your ultimate goal may be clear, but remember that it's often best achieved by breaking it down into manageable, actionable steps. For example, if you're planning to open a café, don't rush the process. Take your time to carefully consider factors like location, target audience, and menu offerings. Talk to people who have done it before and can support you - this patient approach allows you to make informed decisions and set a solid foundation for your venture.

And finally, always remember it was your passion that started this journey – your belief in an idea. Sometimes people can alter their business model to align with grant opportunities or funding requirements. Instead of changing your vision to fit funding, consider discussing your unique vision with business advisors who can help you find funding that aligns with your purpose and goals.

What advice can you give to entrepreneurs, to help them take control of their journey?

Always remember that three is the magic number.

Concentrate on three objectives at a time – it’s not so many that you spread yourself too thin but it’s enough to make progress – and each time you achieve something, physically cross it off your list and celebrate it.

Don’t have more than three social media channels. And focus your time on three products or services at any one time. More than that presents a confusing picture of what you offer and can lead to overwhelm.  

You are a business advisor for PNE. What services do you and your organisation offer to startups?

If you need help to set up your business in the North East – whether that’s one-to-one advice, or coming along to a workshop – the team at PNE will help you.

At the moment we have programmes focusing specifically on social enterprise, creative businesses, startups and business growth, and we offer co-working space, office space and IT support as well.

Find out more about PNE’s support for entrepreneurs at www.pne.org.

And find more advice and support for startups in our Business Startups Toolkit.