At today’s Founder Friday session, we met an Arden student running an online therapy business. She spoke openly about the challenges she’s facing in today’s tougher economic climate. In better times, word of mouth kept her business running. But these days, fewer people are coming to her through referrals.  

And like many founders with a service mindset, she admitted: “I don’t really like selling.” 

It was a moment many in the room related to. She’s focused on helping people — not pitching products — and doesn’t want to lose that integrity. 

I suggested a mindset shift: Stop thinking of business as selling and start seeing it as helping people at scale. Selling is just a conversation — one that starts with care and curiosity. And as it turns out, she’s already brilliant at this. 

She begins every client relationship with a free consultation. No pressure, just listening and understanding. And here's the kicker: 95% of those free consultations convert into paying clients. That’s an incredible success rate — far better than most startups can claim. 

So, the question isn’t how to “sell” more. The question is: how can she start more conversations like the ones she’s already having? If almost everyone who speaks with her becomes a client, then the goal should be to multiply those entry points. That means sharpening her marketing — not changing her values. 

I encouraged her to dig into her current client base. Ask them a few simple questions: 

• What first attracted you to my service? 

• What made you feel confident working with me? 

From those answers, she can find patterns — shared values, needs, or pain points — and turn them into clear, honest marketing messages that resonate with others like them. This kind of marketing isn’t about hype or gimmicks. It’s about clarity. 

And when you speak clearly to the people you’re best suited to help, more of them will find their way to you — even in a tough economy. 

So for any founder feeling stuck right now: Don’t get louder. Get sharper. Focus on starting meaningful conversations, and the right clients will come. 

Because in the end, the best kind of growth still starts with trust and making sure the right people hear about you. 
 

Join us at Founder Friday — an informal, supportive space for Arden founders to share challenges and spark ideas. Or, if you’d prefer a more personal conversation and explore how the Arden Enterprise Incubator can support your business, book a 1:1 call by contacting us here: aei@arden.ac.uk 

The Santander X UK Awards 2025 are now open, offering a unique opportunity for early-stage university-linked ventures to gain recognition, funding, and support. With a total of £135,000 in equity-free funding available across three categories—University, Startup, and SME—this competition is designed to propel ambitious entrepreneurs forward 

 Santander X United Kingdom Award | UK 2025 – University Category - Santander X 

Why This Matters for Arden Entrepreneurs 

The University category specifically targets early-stage businesses connected to UK universities. Eligible applicants must have at least one team member who is a current student, recent graduate (since 2020), or university staff member. Your venture should have a minimum viable product and be preparing to go to market. Teams of two or more are encouraged, though solo founders with advisors or part-time staff also qualify  

What’s in It for You 

Why Act Now 

Applications are reviewed on a rolling basis until July 16, 2025. Early submission increases your chances of selection.  

Note: As a former Santander X mentor, Arden Enterprise Incubator Lead, Ben McClure, can offer guidance to strengthen your application and pitch. Feel free to reach out to Ben. bmcclure@arden.ac.uk 

Student Startups Apply Here 

At our latest Arden Enterprise Incubator Founder Friday  session, a powerful conversation emerged from one of Arden’s own — an undergraduate who runs a business as a solo cleaner — running her own high-quality home cleaning service that leaves clients’ spaces spotless and stress-free.   

She spoke candidly about her frustration: despite years of experience and a long list of extremely happy clients, she feels she is stuck earning £18 an hour because she competes with high volume competitors in the area. While she loves her work and the reward of satisfied customers, it's hard work, and she knows she’s worth more, given the feedback on her quality service. 

Her challenge? How to grow — and how to make that growth sustainable. 

Her question at Founder Friday sparked a discussion that hit at the heart of what entrepreneurship is about: rethinking value, not just adding volume. 

We explored how she might reposition herself not just as “a cleaner” but as a specialist — someone who delivers a high-end, detailed, results-driven cleaning service for customers who genuinely care about outcomes.  

Think of the difference between someone who mows lawns and someone who manicures gardens. It’s not about doing more of the same. It’s about elevating the offer and speaking to the right clients. 

Repositioning means changing the conversation. Instead of selling “hours of cleaning,” she could start selling outcomes: spotless kitchens for foodies, pristine homes for busy professionals, or deep cleans for new mums or elderly homeowners. The emphasis shifts from time spent to peace of mind delivered.  

The discussion on Friday highlighted how the difference between being an entrepreneur and simply selling a product or service comes down to mindset — it’s not just about what you offer, but why the client chooses you over anyone else.  

Consider the shift in her value proposition: not just “cleaning,” but “home pride”; not just “immaculate results,” but “trust that the job is done exactly as needed”; not just “efficiency,” but “confidentiality and a dependable work ethic.” Each of these adds value to what’s being sold.  

By defining her cleaning offer by the experience and outcomes her clients care about most, she will stop competing on price and start building real brand value. 

But what about growth? We didn’t sugar-coat the challenge. Scaling a personal service business is tough — especially when your brand is built on excellence. Hiring others to clean the way you clean isn’t easy. Standards vary. Training takes time. And trust is earned slowly. 

We looked at options: She could start by productising parts of her offer — for example, creating fixed-fee packages with clear deliverables, or offering premium one-off services like deep cleans for AirBnB holiday lets. These could be easier to price, market, and potentially hand off to trusted partners or staff.   

All good ideas, but does this move from service to entrepreneurial mindset that can grow?  

Through candid and thoughtful discussion, we reminded her — and ourselves — that growth doesn’t have to mean a big team or national reach. Growth can mean earning more per hour, attracting better-fit clients, and building a business that works on your terms. 

Her story is one of hard work, pride, and ambition. And it’s exactly what Founder Friday is about: helping everyday founders think differently about what they already do — and where it could take them next. 

Founder Friday is held online every Friday at 12 noon UK time. 
All Arden students are welcome – no pitch deck required. Just curiosity, ideas, and a willingness to share and learn. 

 Join us here at Founder Friday