Starting something new is always exciting — and joining Arden University as the Enterprise Incubator Lead has been exactly that. Over the years, I’ve worked with founders, helped startups raise capital, supported early-stage businesses, and helped ambitious founders transform business ideas into thriving ventures. But there’s something uniquely powerful about working with students: the raw creativity, the boldness to try, and the hunger to build something meaningful.

That’s why I’m here.

At Arden, we have a unique student community. Many of our students are mature with experience under their belts — some already have businesses, side hustles, or ambitions that go far beyond the lecture hall. Others are just beginning to explore the idea of entrepreneurship, looking to develop skills that will help them shape their future. The Arden Enterprise Incubator is being built to support all of them. 

There’s no pre-built playbook. I’ve joined to create something fresh — a programme that meets students where they are, helps them build confidence, develop real-world skills, and bring their ideas to life. Whether they’re launching a startup, freelancing, growing an online brand, or simply curious about entrepreneurship, the Incubator will offer practical support, mentoring, events, and a growing network of people who want to build, create, and grow together.

I believe enterprise education should be hands-on and student-led. That’s why we’re designing a programme that works around students’ lives and ambitions, not just in theory, but in practice. Workshops will be accessible and action-oriented. Mentoring will be flexible and personalised. Events will bring in entrepreneurs, not just for talks, but for real conversations. And we’ll celebrate progress, not just polished pitches. 

My goal is to build a space where students — wherever they’re starting from — feel seen, supported, and challenged to take the next step in their journey. 

In the coming months, you’ll see a mix of activity: a workshop series, mentoring network support, and a growing community of student founders and collaborators. Whether you’re already running a business or just exploring ideas, the Arden Incubator will be here to support you. 

I’m incredibly excited to be part of this. If you're a student with an idea (or no idea yet), a member of staff keen to get involved, or a mentor looking to support the next generation — I’d love to connect. 

Let’s build something great — together. 

Ben McClure 
Bmcclure@arden.ac.uk 

In the colorful world of startups, your customer is not just someone who buys your product – they are your tribe. And if you are looking to build a strong, loyal community, understanding who your tribe is becomes critical. In particular, the way different generations think, behave, and engage with brands is unique. Whether you are trying to woo tech-savvy Gen Zers, value-driven Millennials, or another generation entirely, understanding their motivations is key. So, let’s break down how to find your perfect customer—or as we like to say, your tribe—by tapping into the distinct personalities of each generation

Step 1: Understand Your Generational Vibe

Each generation brings its own perspective and behaviors, and your tribe’s generational makeup can influence everything from how you market to what products you offer. Here is a breakdown:

Gen Z (Born 1997-2012): 

These digital natives are the first generation to grow up with smartphones and social media. They are tech-savvy, mobile-first, and love brands that align with their personal values. Sustainability, inclusivity, and authenticity are top priorities for Gen Z. If you want to attract them, your startup needs a strong sense of purpose, a commitment to social good, and a digital-first strategy.

Millennials (Born 1981-1996):

Millennials, also known as Gen Y, are driven by experiences and value over pure products. They are highly educated, entrepreneurial, and research driven. They appreciate brands that are transparent, socially conscious, and innovative. A startup that can deliver a great experience, whether through user-friendly digital platforms or community-building initiatives, will win this generation’s loyalty.

Gen X (Born 1965-1980):

Often the unsung heroes of the digital shift, Gen Xers are tech adopters but also appreciate traditional values like reliability and security. This generation values independence, practicality, and work-life balance. Startups that simplify life, offer convenience, or help manage time efficiently can appeal to Gen X. They appreciate straightforward, no-nonsense approaches.

Baby Boomers (Born 1946-1964):

While they may not always be the focus of trendy marketing, Baby Boomers hold significant buying power. They are often drawn to brands that emphasise quality, customer service, and trust. If your startup caters to this group, focus on building long-term relationships, providing educational content, and offering top-notch support.

Step 2: Speak Their Language

Once you have identified which generation you are targeting, speak their language—literally and figuratively. How you communicate with each group matters just as much as what you are saying.

Gen Z loves short, visually driven content. Think Snapchat, TikTok, Instagram Reels, hashtags. They respond well to authentic, unfiltered messaging and prefer brands that engage with them on social platforms in real time.

Millennials appreciate storytelling and want to know the "why" behind a brand. They respond to long-form content like blogs, podcasts, and YouTube videos, especially if it offers insight or value. They also love engaging in social causes through the brands they support.

Gen X values direct communication and often engages through email and Facebook. They appreciate practical, problem-solving content that helps them in their everyday lives. They may not need the flashy marketing tactics, but they do expect clear value.

Boomers tend to prefer more traditional communication methods, like email, phone calls, and even in-person interactions. Customer service and loyalty programs matter greatly to them, so be sure to communicate the personal touches your startup offers.

Step 3: Tailor Your Product to Their Needs

Each generation has specific needs and expectations when it comes to products and services.

Gen Z is all about customisation and personalisation. They want products that feel tailor-made for them and align with their identity. This group also loves innovative technology, especially AI-driven or sustainable solutions. If you are targeting Gen Z, think about how you can integrate personalisation and eco-consciousness into your offering.

Millennials are the generation most likely to value experiences over material goods. If your startup can create an experience around your product—through user communities, rewards programs, or immersive content—you will appeal to them. They are also champions of brands that are purpose-driven and transparent.

Gen X is highly practical. They are looking for products that solve real problems and make life easier. Simplicity, reliability, and functionality are top concerns. If your startup can provide time-saving tools or offer clear benefits, this generation will take notice.

Baby Boomers gravitate towards high-quality, durable products. They are less interested in trends and more in trust and long-term value. Demonstrate the reliability of your product and back it up with strong customer service, and you will win their loyalty.

Step 4: Be Where They Are

To connect with your tribe, you need to be where they are—both online and offline.

Gen Z lives on platforms like Snapchat, TikTok, Instagram, and YouTube. They are mobile-first and love brands that interact with them in a fun, informal way. To engage Gen Z, your startup needs to have a strong, creative social media presence.

Millennials are highly active on social media, especially Instagram, Facebook, and Twitter. They are also huge fans of digital communities, so investing in a community-driven strategy (forums, private groups, events) will help foster connections.

Gen X still engages with Facebook and uses search engines heavily. They are more likely to respond to content like how-to guides, newsletters, and informational webinars. Make sure your startup is discoverable through SEO and creates valuable content that addresses their concerns.

Boomers spend time on Facebook, but also appreciate offline interactions. Email marketing campaigns, phone calls, or even events can be effective for reaching them. They prefer brands that offer high-touch, personalised customer service.

Step 5: Evolve Alongside Your Tribe

No matter which generation you are targeting, your tribe will change over time. Be ready to evolve alongside them. Trends shift, values evolve, and new technologies emerge. Stay connected by consistently gathering feedback, tracking their behaviour, and listening to their needs.

For startups, flexibility and adaptability are key. Whether you are appealing to Gen Z’s demand for innovation or Millennials’ desire for meaningful experiences, keep refining your approach to meet your tribe where they are—and where they are headed.

Create Customer Persona

Creating customer personas is like throwing a wild party for your ideal guests. Here is your short and snappy guide to crafting personas that truly groove!

Persona Essentials: The Funky Breakdown (see examples and templates)

1. Name and Demographics

• Name: Give them a name that pops—“Eco Emma” or “Techie Timmy.”
• Age: Their age or age range.
• Gender: If it fits, specify their gender.
• Location: City slicker or country cruiser?
• Income Level: Are they living large or budgeting hard?
• Education Level: What is their brainpower level?
• Occupation: What is their 9-to-5 gig?

2. Psychographics

• Values: What makes their heart tick—sustainability, innovation?
• Lifestyle: What is a day in their life like—yoga and kale, or gaming and takeaway?
• Interests: Their passions—hiking, tech, crafting?
• Personality: Are they trendsetting explorers or practical planners?

3. Behaviour Patterns

• Buying Habits: Online shopaholic or in-store explorer?
• Digital Presence: Instagram, LinkedIn, or TikTok junkie?
• Decision-Making: What makes them hit “buy now”—price, quality, values?
• Pain Points: What is bugging them—too many choices, lack of trust?

4. Goals and Motivations

• Personal Goals: What is their big dream—career climb, zen lifestyle?
• Product Goals: How can your product be their secret weapon?
• Motivations: What is their drive—convenience, status, or eco-friendly vibes?

5. Challenges and Solutions

• Challenges: What is their daily grind—time crunches, product disappointments?
• How You Can Help: Show them how your product is their ultimate fix!

6. Preferred Channels

• Communication Preferences: DM on Instagram, email blast, or old-school call?
• Social Media Platforms: Where do they hang out—TikTok, Facebook, Pinterest?

Find Your Funky Tribe

Understanding the generational differences in your customer base is crucial to creating a brand that truly resonates. Whether you are building a product that speaks to Gen Z's love of sustainability, tapping into Millennials’ thirst for experiences, or providing practical solutions for Gen X, knowing your tribe is the foundation of a successful startup.

So, who is in your tribe? We are just getting started! Dive into the world of Gen Alpha—the future-shapers with their finger on the pulse of tomorrow. Crack their code, and everything else will fall into place!  🌟 🚀

Aaradhana Jyawali

Lecturer at the Centre for Academic Persistence

Are you a student with a passion for innovation and a desire to make a mark in the business world? Picture this: You, armed with the cutting-edge power of artificial intelligence (AI), shaping the future of entrepreneurship like never before. In this blog, we'll explore how AI tools can empower students to generate and execute groundbreaking business ideas and implement some of AI tools to things happen for you.

Identifying Opportunities

One of the first steps in launching a successful business is identifying a market need or opportunity. AI tools can aid in this process by analysing market trends, consumer behaviour, and competitor strategies. Identifying startup ideas requires a blend of observation, creativity, and problem-solving. Whether it's recognising unmet needs, leveraging emerging technologies, or tapping into personal passions, the key lies in spotting opportunities where solutions can add value. Have you ever tried asking an AI for start-up ideas? Go for it and try Stratup.ai | AI-powered startup idea generator. This platform utilises AI and data analysis to provide you with a continuous flow of distinctive and creative startup ideas, guaranteeing a constant source of inspiration.

Streamlining Your Operation

Launching a new business venture often involves wearing multiple hats and juggling numerous responsibilities. AI tools can streamline your operations by automating routine tasks, managing workflows, and optimising resource allocation. This frees up your time and energy to focus on strategic priorities and creative problem-solving. Integrating chatbots such as Chatfuel | AI agents for automated sales | Meta’s partner and scheduling tools can help you regulate and manage businesses such as AI Chatbot Generator for Conversational Experiences | Landbot.

Unlimited Possibilities, Infinite Potential

Are you looking to revolutionise your brand's visual identity? Enter the world of AI-generated images—an innovative solution that combines cutting-edge technology with boundless creativity. The beauty of AI-generated images lies in their versatility. No matter your industry or niche, AI can help bring your ideas to life in ways you never thought possible. You can try platforms like Playbook AI, Canva: Visual Suite for Everyone and AI Image Generator: Transform Images From Text | Shutterstock. Utilising AI-generated graphics, businesses can seamlessly incorporate them into their marketing campaigns across digital ads, social media posts, and various commercial assets.

Visualise your business

Employing AI for business logo design can revolutionise your branding strategy. With AI-powered tools, you can swiftly generate logo concepts that align with your brand identity and resonate with your target audience. These tools analyse design trends, colour psychology, and industry-specific aesthetics to produce logos that are not only visually appealing but also memorable and impactful. By leveraging AI for logo design such as SMASHINGLOGO | Design a Logo You Love, Artificial Intelligence Logo Maker | LOGO.com businesses can streamline the creative process, save time and resources, and ultimately, establish a strong and recognisable brand presence in the market.

As a student entrepreneur, the journey of building a successful business begins with a bold idea and a willingness to embrace innovation. The possibilities of using AI tools are endless. While AI tools offer immense potential for startups, they also present unique challenges such as data security, complex integration and cost. However, harnessing the power of AI tools can help you keep competitive and unlock new opportunities, streamline operations, enhance customer experiences, and drive innovation in your chosen field. Whether you're launching a tech startup, an e-commerce venture, or a social enterprise, AI can be a powerful ally on your path to entrepreneurial success. So, dare to dream big, think creatively, and let AI propel your business ideas to new heights!

See what business support and advice is available to help you start, grow and succeed.

If you’re planning to develop new products and services, you should test them with your customers with just as much care and attention as a new business going to market for the first time.