Brenda El-Leithy, 59, is a good example of someone who has had to re-learn skills in a changing market place. Her business, Mind2Mind, provides hypnotherapy and personal development workshops.
Brenda had run her own personal development business for several years before personal circumstances required a move to Wales, away from her base in Sutton, Surrey. When she returned to Sutton several years later, restarting her business meant learning new skills.
“When I came back, the whole business scene had changed,” explains Brenda. “The whole environment is now very different and I have had to look at different approaches.”
As part of her re-skilling, Brenda attended the London Metropolitan University’s Forward at 50 course for women setting up their own businesses, and found it very useful in giving her new ideas.
In the past, Brenda used to advertise her personal development workshops and services in glossy magazines. “This time, networking is the key,” she says. “It was emphasised on the course – and I have certainly discovered that networking is absolutely vital. Now, I advertise in the local paper every two weeks, but the rest of my business comes from personal recommendation and networking.”
Brenda has also learned valuable ways in which to promote her business, such as a recent charity event, where she gave taster workshops to raise money for the World Wildlife Fund. “We raised £150 for charity and it was picked up by the local paper,” she says. “Things like that have been a big learning curve. It is about doing as much as you can to get yourself into the public arena – and if that sometimes means working for free, that’s what you have to do.”
Brenda says being older means having fewer options when it comes to earning a living. “Going back into employment was not an option,” she points out. “Age means having little choice, so setting up my own business was critical. But it is also more exciting, and one of the things I learned on the course was to value experience, rather than qualifications.”
Previously, Brenda ran longer personal development workshops, but here, too, she has changed her approach. “People want bite-sized events,” she comments. “I now run a two-hour taster session for my one-day workshops.”
Working from an office at home and hiring venues for her workshops has meant few overheads for Brenda, who has not had to seek outside funding to set up her business. “In the nine months I’ve been operation, the business I’ve generated has kept me going.”
Brenda has not put together a business plan. “I know I should, but instead, I have a big flip chart and I throw ideas, plans and projections on there,” she says.
One of the challenges for Brenda has been gaining greater confidence about running a business in a rapidly changing market. “Sometimes I have thought that I don’t want to be doing this at my age,” she acknowledges. “Having the confidence to keep going is a challenge, so it is important to have a network for emotional support, from friends and family. One of the great things about the Forward at 50 course was that we all supported each other.”
Now, Brenda is looking forward to the future. “My commitment to the business is open-ended,” she says. “Retirement doesn’t come into my vocabulary. This is what I do.”
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