‘Everyone needs an Elsa’

the Chamber’s very own business strategist

Elsa Caleb is a new Director at West London Chambers of Commerce although many members will know her through her work as the Chamber’s business advisor. She tells Sarah Dale why helping businesses is “so precious” to her.

that and show you how to do it. When you’re in the business, you don’t see it from the outside and I can help you see that perspective. You don’t realise you’re stuck in a rut. Showing businesses that other side is what I love.”

Elsa started out as a business advisor in 1991 with The Prince’s Trust. As her skills and experience grew – alongside her passion for business strategy – more and more people told her she should be working for herself. Married with a baby at the time, she wanted the security of employment, so she took a part-time maternity cover position at CenTec, while she began to grow her own business.

One of her first contacts for business was Portobello Business Centre. Once the maternity cover ended, she was ready to go full-time into the business.

“I always seem to meet business clients when they are down,” says Elsa.

“Businesses often talk about before Covid and after Covid and how they have lost who they were. I trained as a business counsellor first and I use these skills to help people. You talk it through together. I look at what they were doing before Covid and how to get back to where they want to be. People always say to me that was the best two hours they’ve ever spent. That’s what I do – and I love that feeling.

“Clients say to me ‘Everyone needs an Elsa!’. I’m not an essential cog in the wheel – that’s an accountant or the bank – I’m an add-on, but if you do use a business strategist, you can grow a lot quicker. I analyse businesses objectively.

“It is so precious what I do.”

Elsa loves her Director role and the “welcoming and friendly environment” Alan, Sally, the Chamber Board and team nurtures.

“It’s a very nice environment, everyone is very friendly,” she adds.

“Some people think they run too small a business to be part of the Chamber but that’s not true and I can talk to them, for free, for an hour and show them the potential of joining. They have already gained some free business advice from me and can see the value of that advice. There is a lot of added value to joining the Chamber from events to advice.

“The Chamber is for a particular area but not for any particular sector and, with the international trade links, the world really is your oyster. We have made connections with Vietnam, New Zealand and Pakistan.

“It’s a forward-thinking and progressive Chamber – and I am happy to be a part of it.”

Some people think they run too small a business to be part of the Chamber but that’s not true and I can talk to them, for free, for an hour and show them the potential of joining. They have already gained some free business advice from me and can see the value of that advice. There is a lot of added value to joining the Chamber from events to advice.