Specialisms

Women Entrepreneurs: helping your dream become reality
- or, "how to eat an elephant"

The number of women starting up new businesses has hit record levels, with figures up by 28 per cent since 20001.

The main driving forces for women seem to be a greater desire to be their own boss (39 per cent), as well as the thought of greater independence (15 per cent)2.

The dream of a better work / life balance is often cited as the major motivation by women setting up their own business3.

But taking positive steps to make this dream a reality is a great challenge for many would-be female entrepreneurs. For many, considering business ownership as the alternative to a secure future in an established career, the task can seem daunting, and Joy quotes the popular phrase "How do you eat an elephant?".

The answer - one bite at a time - is key to Joy's approach. Joy's start up seminars and mentoring programs have helped many aspiring business owners begin this huge task, breaking down the hurdles to bite-sized projects and pragmatic solutions.

In the mid 80's, Joy helped devise and run the "Women Returners" and "Women into Business Programmes" for Dow Stoker Training Ltd and Barfield Training Ltd such valuable, road-tested and down-to-earth expertise, coupled with specialisms in some of the most popular women's startup categories (craft and leisure service-based businesses) make her an ideal choice as start up mentor and advisor.

Manual Trades. i.e. plumbers, builders, decorators, electricians & carpenters etc.

For many years, there has been a well documented skills shortage in the construction industry. Although the shortage is nationwide, the problem is particularly acute in London. There are many highly skilled female manual workers who need support to turn that skill into an enterprise.

The continued growth of the capital - now only to be exacerbated by the forthcoming 2012 Olympics - means the construction sector needs thousands of new recruits each year. Approximately 8,000 recruits are currently needed in each year in the Greater London area alone. With around 4,000 a year entering training, the shortfall of 4,000 workers per year means businesses and workers in this sector can demand earnings much higher than those traditionally perceived as the norm for manual trades.

However, one deterrent to business entry in this sector is confidence in the 'nitty-gritty' of business start up and management.

Joy has already successfully helped many tradesmen and women embark on the path of self-employment or to startup within this sector. Her specialised knowledge and experience for manual trades entrepreneurs is invaluable in tackling the obstacle course of bureaucratic regulation as well as the softer skills expertise in areas like self-assertion, customer management, time management and marketing - skills which equip owners with the confidence to take the plunge.

As a smaller sub-sector within this market, Joy has also helped many women in construction step up to the rewarding challenge of creating their own successful trade business. Joy has also worked with Women in Manual Trades to devise their training program for women startups in construction.