At the Arden Enterprise Incubator, we're all about helping students turn bold ideas into real-world projects. One of our incubator ventures, DAT Hydropower, is doing exactly that.

Founded by Arden BSc (Hons) Computing Science student Benjamin Doue, DAT Hydropower aims to tackle one of the biggest challenges of our time: how to generate clean energy reliably and sustainably.

Benjamin’s fresh idea? A closed-loop hydroelectric dam that recycles water to generate renewable electricity — without damaging the environment. Think of it like pumped hydro, but smarter, faster, and far more efficient.

“I’m passionate about bridging software and systems design to address real-world environmental challenges,” Benjamin explains. “This idea sits at the intersection of sustainability, innovation, and technology — where real change happens.”

But Benjamin isn’t waiting for “someday” to start transforming his model into something real.

With support and guidance from the Arden Enterprise Incubator, he’s taking the smart path: starting with a small pilot project to prove the concept, stress-test the design, and gather real-world results. To get there, he's already reaching out to energy engineering specialists and environmental innovation groups like UK Catapults and the Carbon Trust to explore model validation, collaboration and support for next-stage development.

This is what entrepreneurship at the Arden Enterprise Incubator looks like:

• Big thinking

• Smart testing and validation

• Real-world action 

If you’ve got a big idea — even if it’s only a rough sketch — the Arden Enterprise Incubator can help put you on a pathway to getting it off the ground.

Join us at Founder Friday or book a one-to-one with the Arden Enterprise Incubator  aei@arden.ac.uk

So, you’ve got a business idea. Great. Now what?

Here’s the thing most student entrepreneurs miss: it’s not enough to have a good idea—you’ve got to sell it. Not just to customers, but to everyone. Mentors, investors, partners, even friends and family. If they don’t get it, they won’t back it.

I've seen plenty of great business ideas flat at the pitch stage—not because the idea was weak, but because the message was muddy. Don’t let that be you.

Nail the Core Message

Start with this challenge: explain your business in one sentence—to someone who knows nothing about your industry.

Take Suzy, a second-year business student. She came up with a solid idea: an app to help international students find culturally familiar food and groceries in the UK.

Her original pitch?

“We’re developing a community-driven mobile commerce platform that aggregates niche food products from small retailers and offers a hyperlocal delivery solution.”

That got blank stares.

After some coaching, she simplified it:

“We help international students find and order groceries from home—delivered to their door.”

Now people nod. They get it. They want to know more. They want to help Suzy take her business idea to the next stage.

The same lesson applied to Marcus, a creative arts student with a passion for fashion and sustainability. His fashion startup: upcycled streetwear made from second-hand garments.

His first version?

“We offer a sustainable fashion solution through artisanal redesign and material reuse, creating one-of-a-kind urban fashion pieces.”

Again: lots of words, little clarity.

He reframed it:

“We turn old clothes into bold streetwear—one-offs with zero waste.”

Now his brand feels clear, confident, and cool. People know exactly what he’s offering—and why it stands out.

Know Your “Why”

People connect with purpose. Don’t just say what your business does—tell us why it matters.

Suzy's why:

“I want international students to feel at home in a new place.”

Marcus’ why:

“Fashion doesn’t have to destroy the planet. I’m showing there’s a better way—and it can still look great."

It’s not just a product. It’s a mission. That’s what people buy into.

Test Your Message

Try explain your idea to a classmate, your tutor, or someone at the bus stop.

Watch their reaction:

Do they understand it right away?

Do they ask  questions?

Do they want to know more?

If not, your message needs work. Better to fix it now than let it fall flat in front of people who can help you.

Practice Out Loud

It’s one thing to write your idea down. It’s another to say it with confidence.

Record yourself pitching. Listen back. Trim the fluff. Cut the jargon. Be yourself—but be clear.

Be Ready to Flex

The first version of your message won’t be perfect. That’s okay. Adapt. Refine. Keep it tight, simple, and punchy.

Your idea might evolve—and your message should too.

You’ve Got This

If you’re building something new—talk about it. Post online. Share updates. Ask for feedback. Don’t hide in your notebook. Build in public. Communicate with courage.

Your idea could change someone’s life—but only if they understand it first.

Need a hand? 

Join us at Founder Friday or book a one-to-one with the Arden Enterprise Incubator  aei@arden.ac.uk

We’ll help you get your story straight—so your business can stand out

List of Business records to keep if you're self-employed.

A to Z on Labelling and handling food, transporting, food safety

A least of financial supports available to you.

Your company or association must file a Company Tax Return if you get a ‘notice to deliver a Company Tax Return’ from HM Revenue and Customs (HMRC).

A-Z of Business finance and support