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The X-Forces Knowledge Exchange Hub is a unique Business Support platform specifically for the Armed Forces community, where members can come together for peer-topeer knowledge exchange and a handrail of support through the XFE network, Business Captains and subject matter experts in both business and enterprise.

FOREWARD

My start to the year has not been a typical one - in fact, February is my January in 2023. As many of our partners know, I have been off the grid for personal reasons and this has meant more reflection than usual in the early part of this year.

A lot has happened in the last few months and there are uncertain times ahead. However, despite the negativity and bleak outlook portrayed by the media, my positivity and confidence stem from a great belief in our country - I am proud of what we as Britons stand for.

Among the pledges made by the Prime Minister in his first major speech of the year on 4th January, growing the economy and providing improved financial security featured high on the agenda. To meet these aims, one of the key tools will be to cultivate greater innovation. Mr Sunak also believes major challenges like energy security and net zero will be solved through innovation.

The challenge of net zero is certainly one of increasing significance. The more we learn about our environmental impact, the more we understand the responsibility of supporting sustainability efforts - to this end we must hope that the newly created Department for

As more consumers align with companies that share their values, going green is not only good for the environment but it is also good for your business. Sustainability has fast become a business opportunity, benefiting your business finances, reputation, workplace culture, and employee morale.

With small businesses making up over 99% of UK companies and providing 60% of private sector jobs, no attempt to achieve a net zero economy can succeed without them on board To this end, X-Forces Enterprise has launched a series of workshops to help small business owners understand the opportunities presented by sustainability and the competitive edge it can offer.

Meeting the challenges faced by the nation rests in no small way on increasing growth and striving towards positive change where small businesses can build greater stability. Innovation, the mainstay of the small business owner, could be both our saving grace and the means through which the nation will prosper.

Ren Kapur MBE CEO, X-Forces Enterprise

Energy Security and Net Zero increases momentum and traction.

FEATURED IN THIS ISSUE

ROUTES

NOMINATIONS OPEN FOR THE SOLDIERING ON

XFE'S MARTIN WING ASKS: 'WHO HAS THE RIGHT TO EDUCATION?'

A WORD FROM...

Cashflow is critical to smaller businesses and too many of them are being needlessly hit by poor payment practices from larger companies and public bodies. It is estimated that around 50,000 small businesses are forced to close each year due to late payment of invoices for goods or services.

In response to calls from FSB, the Government created a Small Business Commissioner, set up the ‘Duty To Report’ for large firms, created new rules for

large suppliers to the public sector after Carillion, and took over and strengthened a voluntary Prompt Payment Code (PPC) code of practice. But more now needs to be done, with existing rules better enforced and a tightening of audit rules.

FSB’s latest quarterly Small Business Index, published in January 2023, finds that 56 per cent of small businesses had experienced late payments in quarter four of 2022 – a mammoth 30 per cent of small businesses reported that late payments

had got worse in the last quarter. Unsurprisingly, firms in the B2B sector are hit far harder than those in B2C. The problem is most prevalent in the manufacturing and construction industries; more than 70 per cent of smaller businesses in the construction sector and 66 per cent in manufacturing now experience late payments The problem here is endemic, affecting whole swathes of the economy. Having sufficient cash assets in a business is vital to survival, and withholding it is pushing many smaller businesses to the brink – or worse. This is a sector that contributes a staggering £2.1 trillion to the UK’s economy and employs 16.4 million people – that’s the majority of private sector turnover, and employment.

We have already lost 500,000 small businesses in the two years of COVID and lockdowns, and more will follow if large businesses continue to use small businesses as free credit.

Small businesses and selfemployed contractors cannot just wait to be paid, frequently chasing for payment for high-quality work, delivered on time and on budget – but long ago Big businesses simply must become better corporate citizens with their supply chains, including when it comes to stamping out poor payment practices.

procurers in as few as five days, should not be hoarded and only given to small suppliers 90 days later.

For the first time since 2019, there is finally a window where we think that progress can be made.

And yet with minimal cash reserves in small businesses, it is at significant risk.

Disturbingly, this behaviour isn’t just confined to the private sector. Late payment is widespread within UK Government supply chains. One of the worst late payers to small businesses are major suppliers to the Ministry of Defence. Taxpayer money, often paid out quickly to public

The Prompt Payment Code has been toughened, so those signing up now have to pay 95 per cent of small business invoices within 30 days – and the Code must be signed by the chief executive or finance director to ensure buy-in at the highest level of big business. The Government’s rule that big suppliers to the public sector must meet these terms should now be implemented.

FSB is campaigning for Audit

Committees of large firms to be given oversight of payment practices, a policy

We're proud to work with Craig Beaumont and his team at the Federation of Small Businesses, who lobby government on behalf of small business owners. Here, Craig argues that economic recovery rests on tackling late payments...

which has just been adopted by Shadow Chancellor Rachel Reeves and so will be in Labour’s manifesto for Government at next year’s election.

The Department for Business, Energy and Industrial Strategy (BEIS) last year launched a consultation, which means no actions adopted until it reports in the summer – however, despite it being the eighth and ninth consultation in a decade, it’s possible this could lead to progress even though we’ve only had silence from BEIS for the last four years.

At FSB, we know not to wait for government departments to get with the programme. So we are now pushing in Parliament to improve the

current Procurement Bill, including a new requirement that public bodies pay their small suppliers within 30 days and an official debarment for chronic late-payers, to make them unable to bid for public contracts and taxpayers’ money. We also set up a debt recovery service for our members to help with solicitor’s letters, which by the end of last year meant that over £1.2 million in unpaid debt had been recovered for members using the service.

It is worth noting international experience. The UK is almost unique in being a place where it is acceptable to pay small businesses late, and that’s not a record to be proud of. The EU is set to revise its Late Payment Directive with

President Von Der Leyen saying in September: “it is simply not fair that one in four bankruptcies are due to invoices not being paid on time”. This was the directive that the UK weakened before bringing it into domestic law; after Brexit, it’s now time to make this work for the UK’s small business community.

Last year, the Netherlands went further –reducing the legal payment term for large companies to pay their SME suppliers to 30 days (from 60 days). Belgium updated its rules in 2021 to set a default payment term at 30 days. In France, the standard payment term is 30 days if no contractual payment term has been agreed between the parties.

It is clear that small businesses across the world will be paid sooner – and the UK should be leading the way rather than trying to catch up.

New Zealand will be adopting some of the early tools the UK pioneered in the last decade, such as the Duty To Report, but building on and improving them. FSB is working with the New Zealand Government to learn the UK’s lessons, such as having a small business-focused website for people to check payment practices for a large client before they sign a contract. Audit committees of large

firms can also use the Duty To Report data to assess how their company is doing, and explore proposed measures to improve their results – and then report back in the firm’s annual report.

With small businesses and the self-employed facing so many cashflow challenges, and with the Government’s finances at full stretch, the time for action on late payments is now. Helping small businesses that make up 99 per cent of the UK’s business community to recover and grow, at zero cost to the Exchequer, would be a win-win.

And with a general election next year, this would be a way to try to attract 5.5 million votes, too

Further Information

The Federation of Small Businesses (FSB) is the UK’s largest membership organisation for small businesses and the self-employed. It offers its members a wide range of vital business services, including advice and financial expertise as well as a powerful voice heard in governments.

More information is available at www.fsb.org.uk

The UK is almost unique in being a place where it is acceptable to pay small businesses late, and that’s not a record to be proud of...

LIFTING OUR SIGHTS

For over a decade Forces in Mind Trust has established a reputation for funding credible research into the obstacles and challenges faced by those transitioning to civilian life following employment in the Armed Forces.

Supporting the Service leaver and their family on this journey, the Trust’s work has sought to positively influence policy and support provision in order to enable a successful and sustainable transition. So, it was with a sound knowledge of the current issues faced by this community and also recognising the need to plan for the challenges ahead, that in 2019 we decided to commission a forwardlooking study to identify future economic, social and political trends likely to impact the UK, and the impact, in turn, of these trends

upon the Armed Forces and those leaving the Services.

While most of our work is focused on generating the evidence base to influence the work of policy authors and service deliverers, we recognize that real change only happens with buy-in from stakeholders and those who can materially change the landscape of transition for Service leavers. So, engagement with, and support from, our many partners and collaborators in Government, public services and the charity sector was vital in the conduct of this project, taking account of their expertise and perspectives as entities already invested in supporting the Armed Forces Community. And how relevant and timely to look toward the potential impact

and consequences of future trends as the whole country found itself working through the unanticipated, and unplanned for, consequences of Covid-19.

Working with an excellent team at Future Agenda to set an horizon of 2030 and beyond, in 2021 we published a set of three reports: Lifting Our Sights Beyond 2030 which focuses on the impact of future trends on the transition of our Armed Forces Community from military to civilian life, alongside The Transition Journey that provides detailed accounts from 30 ex-Service personnel, and the Stakeholder Toolkit which has been written with specific stakeholders in mind and includes a toolkit for the private sector, together with others for the charity and public sectors and the media.

The main report sets out 32 future trends identified through Future Agenda’s work with leaders and subject matter experts from the public, private and charity sectors, academia and think tanks. The final 32 foresights were selected because a consensus emerged which showed that they are the issues most likely to impact on transition from the Armed Forces to civilian life during and beyond the 2020s.

The full report is fascinating, accessible and highly applicable to the world of work and business. Whether the perspective is of seeking to engage ex-Service personnel in business, or from personal experience of having to address transition challenges, the character and nature of the identified trends and their assessed impact demands consideration and closer engagement. Some of the key trends are selected below which I hope encourages deeper exploration into Lifting Our Sights’ materials or, if you prefer the medium of film, you can watch two short films here and here.

Changing characteristics of conflict –Though the nature of war remains immutable, the characteristics of conflict in a world of cyber-attacks, biowarfare and misinformation, means that military forces are used to addressing challenges in both the digital and physical world. The demand for technical skills alongside physical ability will attract different applicants to the Armed Forces with different capabilities and this presents new opportunities for employers as well as Service leavers seeking civilian employment.

If only we had a crystal ball to see into the future we could better plan for the challenges that lie ahead. Tom McBarnet, Chief Executive of Forces in Mind Trust, draws upon the organisation's Lifting Our Sights report and asks: what will the world look like in 2030 and how will this impact veterans?

Data and automation – Armed Forces careers and military operations are increasingly data driven and so familiarity already with working in tech-enabled environments will help some with postService career opportunities. In civil society too, better data will also provide opportunities for an improved and deeper understanding of veterans’ needs and targeted support requirements.

Reskilling, upskilling and the skills gap –The changing nature of work and increasing retirement ages will demand reskilling and upskilling through life to become the norm. Service leavers will find use for their transferrable skills, but will continue to need to ensure they can effectively communicate their skills to the jobs market, translating their military experience for the civilian.

The blurring of work – As we have seen during the pandemic, the civilian world of work is changing. There is less formality and structure, less of a focus on 9-5 in a central office, and more flexibility. The gig economy is growing, with more people choosing to work when and how they want to. This can be a positive development for many, but creates an imperative for those who have experienced a more structured, formal and supportive work life in the Armed Forces to be able to adapt to the civilian jobs market, and make the most of this flexibility. It may be that the Armed Forces must adapt too towards a more flexible workforce, which could help enable a smoother transition.

Accelerating to Zero Carbon – For the Armed Forces, developing a

climate change will mean adjustment to new threats and how existing tasks are approached. There will be a growing need for those skilled in building climate resilience across all sectors, which could provide opportunities for transitioning personnel, many of whom will have practical experience of risk mitigation in this area.

What does this mean in practice?

The implications of the research are widereaching, and apply to many different organisations and communities. In the report, we identified the action which must be taken now to ensure we can continue to support those leaving the military in 2030 and beyond. Our priority action areas include:

• Empowering the system to ensure that both military and civilian systems in which veterans interact understand the challenges of the transition journey

• Empowering the civilian by equipping veterans to lead successful and fulfilled lives by helping them to take more responsibility for their future careers, finances and life choices in the military and beyond, so they are ready for life after transition.

• Personalising the transition process by tailoring support services to the circumstances of individuals and their families, to provide them with the support they need.

• Building accurate perceptions and improving public understanding of the role of the Armed Forces and skills of Service personnel. One of our key recommendations is to better communicate the transferrable skills offered

by ex-Service personnel to businesses. We know the brilliant assets veterans can be to any business, but we need to ensure that businesses are aware of these as understanding of the Armed Forces and their role and skills changes.

The report identifies many changes forecast over the coming years, which represent both challenges and opportunities. We are encouraging anyone who works with veterans, or who wants to tap into their skills and experience for the first time, to take some time to look ahead, and consider how these changes may affect them. We believe this will allow us to work more closely together and really prepare for meeting the Government’s target of making the UK the best place in the world to be a veteran; at the same time tapping into the business benefits that can be achieved by doing so – not just in 2023, but in 2030 and beyond

The vast majority of Service personnel leave the Armed Forces, their lives enriched by their time in Service, and have a successful transition to civilian life and we don’t foresee this changing. But our mission is to make sure that every Service leaver and their family is able to thrive in civilian life and that means staying one step ahead, identifying and creating opportunities for Service leavers of the future, and providing the right support for those who need it. That really is lifting our sights to what can be achieved and looking to the future now.

EDUCATION

As I put this article together just a week before the UN International Day of Education, teachers in England and Wales decided to strike for seven days across February and March.

People I work with are wondering how they will yet again balance the demands of holding down their jobs and keeping their young children engaged at home during these days of action; “If trains weren’t enough, now it’s the teachers.” I am not particularly supportive of any sort of strike action, but with nurses and teachers in the family I do sympathise with their plight. However, with so many extremes around the world right now, let’s also not lose sight of what we’ve got.

My web-search tells me 'The UN International Day of Education is observed on January 24 every year. It looks at education from a broader perspective. The quality of education varies for children around the world, with millions still deprived of this basic human right. The day is created to campaign for better education reforms and improve access to education for all. It’s a day to celebrate and advocate for access to education.'

The sentiment that I want to pick up on is ‘improve access to education for all’ - this impacts us all. The rate of change in technology for healthcare provision, the processing of data, our methods of transportation, and our methods of communication are all still evolving at an incredible pace.

This means there is more for us to learn not only in how we use these things but how we maintain them, protect them, and evolve them.

I left formal compulsory UK education more than 40 years ago but I have long come to appreciate that education and learning are for life. If you don’t continue to learn in today’s society you are potentially going backwards - time is marching on, new research is being conducted, new medical methods are being proven, new ways of recycling our rubbish are being commercialised, and new technologies are reducing our reliance fossil fuels. But none of this would happen without education.

Our XFE philosophy is to provide people with knowledge and information so they can make an informed choice about selfemployment. At the heart of this is education. However, education is not about sitting in a classroom, it is about lifelong learning, a mind-set to challenge and search for answers. So, we provide the environment and the opportunities for this to happen. Yes, we have classroom experiences, but we also bring people together for peer-to-peer learning through networking and our masterclass series.

Equally important is the challenge we give people to conduct market research and seek out examples of good websites they would like to replicate. These too are learning opportunities if the prospective business owner wants to take them.

So, whilst I’m not one for striking (I’ve crossed picket lines in my time), let’s not forget it is not a teacher’s responsibility for children or adults to learn. A teacher can create and manage a learning environment and good teachers will adapt and accommodate to the learner’s preferences, given the resources and time to do so. It is the learner’s own responsibility to learn.

In their early years, children learn more out of a classroom than they do in a classroom. What is different - given anyone’s situation - is what they learn, how quickly they learn, and the depth to which they learn. The education system puts some structure around what people can learn and how quickly they should learn it, but even the well-developed UK education system can only give us the basics in certain topics so there has to be a motivation and mind-set that means people continue to learn once they leave the education system.

For me, the International Day of Education has to be about lifelong learning and remembering that education requires people to want to learn. Learners have the right to education no matter their age!

UNESCO is dedicating this International Day of Education to girls and women in Afghanistan denied their right to learn.

Martin Wing, Chairman of X-Forces Enterprise, poses the question 'who has the right to education?'

The Armed Forces family represents the very best of British, leading the way in demonstrating what it truly means to be a supportive community, and the Soldiering On Awards provide an opportunity to both reflect on incredible achievements and inspire future endeavours.

Or, as our Co-Chair of Judges - General the Lord Dannatt - famously put it, the Awards represent the very essence of the Armed Forces community. Those nominated are people who are often too modest to shout about their accomplishments, and that's where YOU come in!

Soldiering On Awards 2023: Who Should Be Recognised?

Who do you know that’s selflessly raising money for charity, excelling in the sporting world, setting up pioneering ventures, or tackling diversity head-on within their community? Help us recognise the individuals and organisations that inspire you by nominating them for this year’s awards.

This year, there are 12 Awards categories up for grabs, three of which are open to a public vote. Full details of each category, the judging process, and access to our nominations portal can be found on the Awards website here.

Finalists Reception 2023 Sponsored By

Natasha Day: Changing Perceptions, Changing Culture, Changing Policy

We caught up with Natasha Day, winner of the Defence Inclusivity category of the 2022 Soldiering On Awards...

Natasha Day joined the Army in 2014 and deployed on various overseas exercises and an operational tour. After returning from maternity leave, she set up the award-winning Defence Breastfeeding Network to support servicewomen who continue to breastfeed when they returned to work.

The network supports over 900 families and has opened

22 breastfeeding rooms in military establishments to support women in the workplace Natasha has organised and trained 60 breastfeeding peer supporters, is part of the Commander Field Army's gender council, and instigated the policy change in dress regulations so that women can claim up to £200 back on mess dress alterations after maternity leave. This eases the financial pressure of returning to work and ensures that women are

not disadvantaged because they have had a baby.

To raise awareness, Natasha organised for breastfeeding to be added to MATT 6, and a policy change she worked on with the maternity and pregnancy passport has helped women across the entire armed forces. She has achieved all of this whilst undertaking her paramedic course, carrying out shifts for the NHS during the pandemic, and completing extensive charity work. In addition to all of this, Natasha is raising a toddler!

SOLDIERING ON AWARDS

It goes without saying that Natasha is a remarkable person doing amazing things within the community, but like most Soldiering On Awards finalists and winners she doesn't consider herself to be extraordinary:

"To find out I had been nominated was extremely humbling and I was so touched that someone had gone out of their way to put me forward. To then find out I was a finalist was incredible. None of the work I do is for recognition, but it was a brilliant night out! Winning was amazing - I was in a category with some truly inspirational people that absolutely deserved to win.

"When I saw my face crop up on the screen I was completely shocked! But I didn’t win, the network won, every family that has ever felt they have had to sacrifice something to breastfeed, or stop feeding to return to work, won this award. Without them and their struggles the DBN wouldn’t exist. They are the reason we work so hard to break barriers and change culture."

Organisations and individuals nominated for the Soldiering On Awards typically see an increase in exposure of their work, and this has certainly been the case with Natasha:

more people can access support, and everything we do is about education which means we can educate organisations outside of the Armed Forces community too. Not only that, but the amazing thing about SOA is that the relationship doesn’t end with an award, its an ongoing partnership and support network too."

Unsurprisingly, Natasha hasn't been resting on her laurels since the Soldiering On Awards finale on 27th October - her days have been filled with frontline shifts for the Ambulance Service and opening yet more breastfeeding rooms through the Network. She also has big plans for the future:

"I’d love to see a world where the Defence Breastfeeding Network doesn’t exist, because it’s not needed and breastfeeding is normalised and supported But until then, we open more rooms, we educate as many people as possible and we advocate for those that need it.

'We show people that choosing to breastfeed is not a barrier and that the Armed Forces will support parents returning to work. I’m hoping to host our first conference in the next few years and want to implement some more uniformbased changes to make it easier for Servicewomen to express and feed in."

'Being able to share things on social media and talk about the Awards has gained a lot of interest for the network, which means

Nominations for the 2023 Soldiering On Awards are open now - learn more here.

Meet The Veteran Connecting People With The Restorative Powers Of Nature

Merlin Hanbury-Tenison served eight years in the British Army, retiring in 2012. He began suffering from PTSD in 2017.

His wife Lizzie worked as a head of brand and marketing for a number of large companies in London. She suffered with burnout in 2015 and post natal anxiety after the birth of their first daughter.

They discovered that getting outside and being in nature was a life-changing part of their journey. Not knowing the questions to ask or people who could help, they just did what felt natural, which was spending as much time outside as they possibly

could, walking in a local park or often taking the for hours to get a 24 hour 'hit of green.'

The couple decided to restore Merlin's childhood home of Cabilla in Cornwall and in the process realised that they didn’t just want Cabilla to be a place of ecological balance. They wanted other people to visit and find balance in their minds and bodies too, sharing their guardianship of the once private land with as many others as they could.

So, they applied for planning permission and took out a loan against their home to

build a retreat space. This was risky, and many people advised them not to do it, but the couple believed in it so much that they took the largest leap of faith of their lives

Over the last few years, Merlin and Lizzie have been reminded that mental health is a constant journey, one to embrace and lean into with pride and not shame.

They believe that everyone, no matter how together they may seem, can struggle with mental health. It isn’t a weakness, it is a strength to have the self-awareness and compassion for your mind to want to make it as healthy as possible.

The pair are privileged to work with some of the UK’s leading yoga and breathwork practitioners, somatic therapists, sound healers and chefs. They believe they have some of the most talented individuals on the planet to facilitate incredible experiences, and connect everyone with the restorative power of nature.

Cabilla Cornwall’s focus is to bring veterans and other public servants who are suffering from burnout or PTSD into the heart of their temperate rainforest where the real restoration of our connection with the natural world can begin.

Meet Adam Duffield, The Reserve Soldier Fierce About Quality Online

Adam Duffield, from Doncaster, has been an Army Reservist in the Royal Corps of Signals since 2019, alongside his day job in IT.

He was employed as a programmer for seven years and worked on a wide range of complex web design and development projects that honed his specialist skillset but, in 2021, Adam decided that it was time to take control of his career. He set about building his own digital agency that would combine the latest technology with his passion for high standards:

'I created CyberJag to help businesses to become cutting edge by helping them to save time and money with the latest technologies I chose the strapline ‘Fierce about Quality’ to illustrate our commitment to excellence; we build to last.'

Adam’s experience in DevOps (software development and IT operations) and Cloud Engineering for a range of organisations, from start-ups to large corporates, is valued by customers that wish to work directly with the expert. CyberJag offers a strong network of service professionals including Developers, Designers, Content Writers, Consultants and SEO Specialists.

'I'm a tech nerd through and through," Adam explains. "By working with me, you cut the overpromised hard sale and get talking straight to the specialist who knows how to deliver the project '

Confident in service delivery and customer acquisition, Adam felt ready to step out on his own but recognised that he would need some

FROM THE GROUND UP

support to transition from self-named nerd to business owner: 'Being a programmer at heart, I had to step out of my coding comfort zone and focus on my design, marketing, accounting, sales and business skills. I sought to absorb as much information as I could to ensure I had every aspect covered. I’ve applied a bit of programming expertise into each and every step, catering each area of the business to work for me and not against me.'

Adam had been aware of X-Forces Enterprise (XFE) in the Army community and knew they offered training to serving personnel and veterans. He enrolled on one of the Masterclass series events ‘Fine Tuning Your Business Pitch’ and found it so useful that he attended two subsequent Masterclass events, ‘Financing Your Business’ and ‘Selling with Confidence’.

'My biggest challenge has been defining my audience and ensuring my branding and message consistency matches that. It feels like it’s been constantly changing and evolving over time,' Adam explains.

'I found XFE’s masterclasses and networking to be most helpful, just when I needed help. I’ve really enjoyed surrounding myself with similar mindsets and similar businesses all seeking to grow and learn from one another, and I’ve made some exciting business relationships as a result.'

An active member of the XFE Knowledge Exchange Hub, an online community supported

by Royal British Legion, and a regular at Military in Business™ Networking events, Adam is now providing services to a variety of veteran-led businesses and organisations.

A member of the Chartered Institute for I.T, Adam worked with XFE to deliver a webfocused Masterclass in August 2022 titled ‘Understanding your Website’, tailored for small business owners with guidance to get the most out of your website at the early stages and avoid common pitfalls.

'I am passionate about all things cyber and wish to help the military community to improve their digital presence, as well as offer the learnings I’ve gathered on this enterprise journey.

'My advice to others would be to work hard, take ownership over every aspect and choose your connections wisely. It is a great feeling to have the freedom to tackle the projects I wish and uphold my strong values of security, quality, efficiency at the forefront.'

Cyberjag offers website design, digital consultancy and web development, with a generous 15% discount for veterans, reservists and military organisations.

If you have a brilliant idea for a business but are unsure how to start, check out the free support available via X-Forces Enterprise here.

LIFTING THE LID ON: BRANDING

Branding expert and XFE Masterclass partner, Natalie Murray, shares some low-cost, high-impact tips for your brand

So, you set up your business or are about to, and your brand is one of the first things you need to work on. Why?

Well, it’s the part of your business that people remember - it’s not just a logo, but how you make potential clients feel. It’s the gut instinct about your business and, let’s face it, you want that gut instinct to be a good one!

So, I’m going to go through some ways you can go about creating your brand from scratch, with little cost other than your time. It takes 7 seconds for people to form an opinion on your brand so...make it count!

First thing’s first. The business name. Have you found yours yet? Make sure you check on companies house for the name you’re using.

Whilst you may not be thinking of going limited just yet, it’s good to have the flexibility to do so in the future, rather than having to change your name later down the line. If you are selling products or digital products like courses also check the name for trademarks. Make sure you check for domain names too as you are most probably going to need a website so you can be found online.

Your clients. Do some research about who you are trying to sell to. The more you understand your clients, the easier it is to sell to them. So, who are they? How old are they? Are they married? Do they have children? Where do they live? Questions like these give a broad idea of your clients but you then need to think deeper. What problems are they facing right now? How does this problem make them feel? Because of how they feel, what are they searching for?

For example, if your client is a busy 'stay at home' mother, who is running around all day looking after everyone, cleaning, tidying, cooking - generally performing unappreciated tasks - her life is a never ending chaos. Is she looking for a calm, organised brand that doesn’t ask her to make too many decisions and makes her life easy? Really think about who you are marketing to. Your clients are human beings and if you remember that your brand will do well.

interact with your brand? Are you the face behind your brand? If yes, then pull in some of your own personality to the brand – be a little quirky if that is you. Try to think of your brand as its own person. If they were to stand in front of you, who would they be?

A great way to put all of this down on paper is to write out your mission and vision statements and choose your brand values. Not only will this help to shape your brand but it will also help when you have decisions to make within your business.

Next up, your competitors. Who are you going to be competing against in your market? Look at their branding, their website, their products. What do they do well and what don’t they do well? Is there something you can see that you can do better? Is there a product or service that you can see clients are looking for but isn’t available?

So, you have your name, you know your client but what about you? You, the brand. Do you have a cause that is pushing you to create this business? What is that overarching feeling you want people to have when they

Now you have a better understanding of your brand it’s time to work on the visual design! Let’s talk colours Please do not choose your favourite colours! Your logo should not attract you (you know what you are talking about as you are the expert). The logo needs to attract your ideal client. So what does your client want, and how can you appeal to that desire with colour? If we take the previous example of a mother, her life is hectic, so in terms of colours, soft, calming tones would be really attractive to her. Really think about what colours you choose.

Now, typography. This is the type of font you choose and again this is very important. The style of font can really affect the gut feeling of your brand and again, make sure it is appealing to your target market. In our example, the busy mum would probably be attracted to a simple, easy-to-read font but with a feminine touch. Be careful with script style fonts as they are often hard to read. Make sure you purchase the font too!

Now it’s time to put it all together. How can you do that? Well, I would recommend you use a local graphic designer. Make sure you are provided with different file formats for your logo. You will need print-ready vector files such as .ai, .eps and .svg, plus digital files such as .jpg and .png

What if you can’t afford to hire a graphic designer? There are do-it-yourself products like Canva and Adobe Express However, you will need to be careful with fonts, as you should purchase the font for your logo for commercial use and you can’t do that through these applications. Another issue is getting these logos in vector format, which you will need for certain types of printing.

Ultimately your logo needs to be clear, clean and easy to understand. Do not make it complicated and always have your client in mind. If you do that, you will be well on your way to creating a lasting brand!

Natalie Murray

The Edge Brands

natalie@the-edge-brands.co.uk

Limbitless is a Crowdfunded project by a Royal Navy veteran who wants to adjust how disability is perceived It will provide a service where amputees can show their personality and character, and enable people to see beyond the physical disability through custom artwork painted on prosthetic limbs.

Limbitless is devoted to making the world a colourful, positive and more accepting place, where amputees take back control over their disability and express their individuality.

Contributors will enable amputee children and adults to view their disability in a new light. Imagine a shift of focus where a person is being looked at, not because they're an amputee, but because they're wearing kick-ass artwork? Thus, making the artwork an extension of themselves, as opposed to the disability.

Limbitless wants to encourage an environment where empathy and kindness are the focus of

Taking Ownership Back Over Disability

interactions, to create a world where individuality is celebrated. The money raised so far has been released and used to purchase the airbrush kit and start renovating a garage that will become the studio. An Invictus Games athlete has registered his interest and will become the first Limbitless customer.

Learn more here.

AROUND THE WORLD

Two years have passed since Britain left the European Union, but according to the British Chambers of Commerce (BCC) more than half of the firms affected are struggling to adapt to new trade rules, and 77% find it is not helping them increase sales.

“Brexit has been the biggest ever imposition of bureaucracy on business,” one manufacturer told the organization.

The Government aimed to sign deals covering 80% of its trade with the rest of the world by the end of 2022, but agreed only around 63%. It has not yet finalised deals with

the US and India, and has rolled over 71 agreements that it had while in the EU. Britain has signed only four new trade deals since Brexit –with Australia, New Zealand, Japan and Singapore.

The BCC says five main trade areas need to be addressed quickly, including eliminating or reducing the complexity of exporting food for small and medium-sized enterprises.

EU Carbon Border Tax Raises Trade Questions

The EU has agreed what will be the world’s first carbon border tax, but questions have been raised about whether it could lead to a breach of

World Trade Organization (WTO) rules. The Carbon Border Adjustment Mechanism (CBAM) means that companies in the EU that import goods produced outside the EU will have to buy CBAM certificates to cover the emissions generated in the production of those goods.

The EU’s trading partners have labelled the CBAM protectionist. And the CBAM could break WTO rules if it runs alongside current EU emissions trading systems (ETS) rules, which give EU companies in some sectors with hard-to-abate emissions a number of free ETS allowances.

Between 12 December and 20 January, a four-man team of soldiers from The Scots Guards took part in the Talisker Whisky Atlantic challenge, the world’s toughest rowing race, to commemorate the 40th Anniversary of the Falklands Conflict and raise funds for charity.

The team has raised over £35,000 so far, which will be shared 50/50 between ABF The Soldiers' Charity and The Scots Guards Charity. The final figure will be confirmed at a later date.

On 12 December, the four Atlantic Guardsmen started their voyage from La Gomera, Canary Islands and rowed more than 3000 miles to the finish line at Nelson’s Dockyard, English

Harbour, Antigua & Barbuda, which they reached on 20 January. Competing with other teams across the globe, the team included Max Lawrence, William Botes, James Tate and Roland Walker. During their incredible voyage, the team tested their physical and mental resilience to the limit, battling 30ft waves, enduring cramped quarters, sleep deprivation and sheer exhaustion. At one point over the Christmas period the team lost some of their oars in the ocean but they battled on in high spirits.

The team has a very special connection to the Falklands Conflict. Max’s father was injured during the Battle for Mount Tumbledown.

Learn more here.

Photo by Atlantic Campaigns

PRIVATE SECTOR

Steven Bartlett, one of Europe’s best-known entrepreneurs, has announced the launch of the $100 million Flight Story Fund to accelerate the next generation of European unicorns in six emerging sectors.

Bartlett has assembled what he describes as 'avengers' of entrepreneurship and investment, in the form of the Flight Story Fund, to invest between £810,000 and £8.1m in high-growth companies across blockchain, biotech, health and wellbeing, commerce, technology and space. It's structured as a private equity fund, providing expertise, finance, and a network to businesses.

The Fund's mission is to fuel emerging companies in a solid position to navigate the challenges of the next decade and looking for investment and expertise to scale. It’s backing innovation in rapidly emerging sectors, all leaving an impact on the future of society and the economy.

Steven Bartlett commented: 'Throughout the last decade, I developed an immense network of the most successful entrepreneurs in Europe. Flight Story Fund connects the founders to the investment and tools they need to catapult them through their growth trajectory to accelerate their timeline to Unicorn status.'

In case you missed it, Stephen was one of two Dragons to invest in XFE beneficiary Hannah Saunders' business Toddle!

FROM THE ARCHIVE

We reached back into our blog archives to October 2019 and found this guide to perfecting a Dragons' Den style elevator pitch...

We’ve all seen those episodes of Dragon’s Den where the entrepreneurs are asked what should be a relatively simple question about their business plan or financials but respond with a red-faced ‘ummmm, I’m not sure’.

There are certain key facts about your business which you are expected to knowread on to ensure you’re sufficiently wellversed.

Not only are elevator pitches useful for presenting to potential investors, but they can also be a great way of making sure you are confident in explaining your business to others too. Imagine you’re at a friend’s dinner party and unexpectedly meet someone who could be a really good contact to help you grow your business. When they ask you what the business does, you don’t want to be caught off guard – instead you’ll make a more positive and lasting impression if you share a short, engaging explanation of your business and its key highlights

According to mindtools.com, you should try and get your message across in 20-30 seconds.

Our Credit Manager, Simon, has the task of approving our start-up loan business applications, most of which start with an ‘executive summary’, not too dissimilar to an elevator pitch.

Define a clear goal for your pitch

What is the gap in the market?

How are you addressing this (your USP)

Why is there a need for this?

What progress have you made so far?

Summarise your key financials

What do you need to advance

Top tips on delivering the perfect overall pitch:

1.Tell them your story - people buy from people and a genuine and relatable story is likely to be more memorable than sounding like you’re reading a business plan.

2. Engage your audience - ask them about their experiences in the market, if they have encountered the same struggles you have, or simply if they have any questions.

3. Be concise - don’t waffle – keep the pitch short and engaging telling them the pertinent points only There will be plenty of opportunity to expand later but you need to capture their attention first.

4. Be passionate - if you don’t sound interested in your own business you cannot expect others to be either – your audience will feed off your energy.

Learn how X-Forces Enterprise can support your start-up here.

Here is some advice from Simon on the topics that should be in your overall pitch:

For the eagle-eyed among you, yes, we know the pic on the left features an escalator not an elevator!

PUBLIC SECTOR

The study, which will help shape future policy initiatives, showed that 71% of employers believed that veterans have a strong work ethic, whilst a vast majority of fellow employees said that veterans are resilient and would welcome working alongside them.

YouGov’s report, commissioned by the Office for Veterans’ Affairs, asked more than 12,000 members of the public, as well as employers, healthcare professionals and members of the media across of the UK about their perceptions of armed forces veterans, their views on how veterans are treated after they leave service, and their opinion on veterans are portrayed in the media

Employers also highlighted that there are significant potential benefits from using the skills that veterans have acquired in order to fulfil skill gaps across many industries.

Minister for Veterans’ Affairs Johnny Mercer said: “Whilst the majority of veterans transition seamlessly to civilian life, some need additional help. This study will be vital to shaping our strategy to get our veterans into work after their time serving this country.

“It shows the willingness of employers across the country to take full advantage of the opportunity that these skilled individuals can provide.”

The report also makes a number of recommendations, including stepping up working with employers to provide them with more information and guidance, particularly focussing on the diverse range of skills and benefits ex-serveice personnel can bring to employers. The report also says that misconceptions around mental health in the veteran community should be tackled, with more communications around the challenges veterans do and do not face.

The public and employers have given their backing to veterans of the UK Armed Forces, in a new study by YouGov into perceptions of former military personnel...

Giving Vintage Clothes A New Lease Of Life!

X-Forces Enterprise not only supports those who are serving or have served by providing funding via the British Business Bank to kick start their business, we also support military spouses and partners.

Many 'other halves' make the career change to becoming their own boss and some turn their hobbies into successful businesses.

We recently supported Helen Shackletonowner of Eco Mark Vintage eBay Storeswith funding to grow her brand and develop her business. Eco Mark Vintage is an online retail platform that specialises in designer vintage clothing, giving it a new lease of life at a fraction of the original price.

Helen used the funding to purchase additional stock to meet increasing demand, enhance her e-commence platform, and open ‘pop-up’ stores.

With a focus on sustainability, Eco Mark Vintage plays a key part in reducing some of the 360,000 tonnes of clothing that goes into landfill each year. If you want to learn more about ways to help reduce your carbon footprint, visit our Training page and attend one of our free Business Masterclasses which are delivered virtually.

If you're a military spouse with a brilliant business idea, learn more about the funding support we offer here.

WHAT'S ON: COMMUNITY

Following last year’s successful launch of ‘fireside chats’, SSAFA, the Armed Forces charity has announced the new season for 2023, which gets underway on Thursday, March 2 at the Western Club, Royal Exchange Square, Glasgow.

The Surrey Armed Forces Covenant Conference returns on Wednesday 15 March 2023.

This popular event will bring together all those supporting the Armed Forces Covenant in Surrey to share, celebrate and build on the partnership between Surrey's armed forces and civilian communities.

Full details of the event will be published in due course but enquiries can be addressed by email to armedforces@surreycc.gov.uk

Army Training Centre (Pirbright) have kindly agreed to host the event.

The Veterans Charity is hosting The Forces March for the 11th year, this April. Based on a legendary WW2 training march, the event follows a 135mile route from Ilfracombe to Bulford over five consecutive days from 26 - 30 April 2023. The event attracts military and civilian teams, for an extraordinary challenge which takes in stunning scenery from start to finish. Learn more here.

Organiser Allan Steele, SSAFA’s Corporate and Special Events Officer, said: 'This time I am delighted to say that Judith Higson of Scullion Law – she leads the award-winning family law team – has agreed to speak."

Learn more here.

Care after Combat are pleased to be hosting a 1940s evening of fun and frolics on 20th May in Newark.

Gather up your glad rags and put on your dancing feet for a three-course meal and entertainment by Rutland Big Band.

Tickets available here.

SELF-EMPLOYMENTDISCOVERY 1-DAYVIRTUALWORKSHOPS

Whether you’ve already started working on your business idea or are just beginning to consider selfemployment, come along to one of our X-Forces Enterprise workshops and meet like-minded people.