Janet Efere, owner of Tadpole Training, explains why the business should win the Startup of the Year category of the Guardian Small Business Showcase competition:
I set up Tadpole Training with no money, a toxic credit rating, no premises, two young children and just an unwaveringly strong belief that I could help entrepreneurs and small businesses sell more without being ‘pushy’.
I learned how to create my own website, used MacDonalds Wi-Fi because I couldn’t afford Internet at home, got around on the bus and just began.
Even though I lived in the borough of Enfield for 17 years, I realised I didn’t know anyone in business. So I started to network - I had no money for formal marketing and advertising and why would people use me if they didn’t know me?
I met people, gave free talks and presentations at every opportunity, offered my advice for free and gradually began delivering courses that people had to actually pay for. At every step, I collected testimonials and quotes from satisfied customers to help build my brand.
Eighteen months later, I have a regular established course called “I’m not a Salesperson”, plus other short courses, and an accreditation from the Institute of Sales and Marketing Management (ISMM). I was also shortlisted for: Trainer of the Year (Association of Professional Coaches, Trainers and Consultants), Sales Trainer of the Year (ISMM) and I won Enfield’s “Start up Business of the Year 2015”
What’s my speciality? Ignoring ‘can’t’ and ‘difficult’!
All entries which meet the competition criteria are published and our judging panel select a shortlist of the top three for each category. Winners are announced at an awards ceremony in summer 2016.
