Tag Archives: higher education

Birkbeck welcomes Compass Scholars, 2020-2021

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This year we welcomed 20 new scholars as part of the Compass Project, a scheme that helps refugees and asylum seekers access higher education in the UK. In this blog, Isabelle Habib, Senior Access Officer, Forced Migrants shares how the new students were introduced to Birkbeck and student life in London. 

Compass Scholars outside of the Malet Street building

Compass Scholars outside of the Malet Street building.

Over the summer, Compass said goodbye to its 2019-20 cohort of students, after what was a demanding but very successful year for the programme. Many of the students have now moved onto other opportunities within higher education or are embarking on work or volunteering placements. We are also pleased that a few of the students have been able to continue their studies at Birkbeck this term through the support of external sponsorship.

The Compass Project is now entering its fourth year at Birkbeck and we are delighted to welcome a new cohort of students this term, that’s 75 students and counting! After a rigorous application and selection process over the summer, the new scholars successfully enrolled and began their courses with us in October. They have already portrayed a great commitment to their studies by attending a variety of orientation activities. These activities have included a two-part induction on online learning where students were invited to participate in a mock seminar and an introduction to the wellbeing and disabilities services.

The scholars will be supported this year by the Compass Project team within the Access and Engagement Department and by academic mentors who were assigned to them in September. Mentors also participated in a start of term workshop that was coordinated by a compass alum, Michael, who delivered training on how to support students who come from forced migrant backgrounds during their studies. This workshop was very successful, and we are grateful to have students with such talent and commitment to compass amongst our alumni.

In addition to online activities, on the 9 October, the Compass Scholars were invited to visit the Birkbeck campus. During this visit, they were introduced to the facilities at Birkbeck and had the chance to meet one another as well as the Compass Coordinator, Isabelle, in person.

During the day, the students received a warm welcome address from Professor Stewart Motha, Dean of Law. Then they got the opportunity to get to know the Bloomsbury area a little better on a walking tour that was delivered by Dr Leslie Topp, Head of the Compass Steering Committee. They also heard from current Compass students about their experiences at Birkbeck. The students offered their top tips and guidance on settling in this term.

Overall, the day was a huge success and the students left feeling confident about beginning their studies and even more excited about embarking on this new journey with us. We wish them the very best of luck this year!!!

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A guide to mentoring PhD students

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What constitutes a good PhD mentor and mentee? In this blog, Professor Jean-Marc Dewaele from the Department of Applied Linguistics and Communication shares his thoughts on how to navigate PhD supervision for both students and supervisors.

Two women chatting

Photo by mentatdgt from Pexels

I was recently invited to contribute a chapter on the supervision of doctoral students and one the delicate management of the supervisor–supervisee relationship from the first contact to the post-graduation goodbye (Dewaele, 2020).  Having led 26 Birkbeck students to their PhD as first supervisor allowed me to reflect on the uniqueness of each relationship and on the commonalities.  I realise that my perceptions might help current PhD students in handling their relationship with their supervisor(s) and their fellow students.

The most crucial aspect is the establishment of a relationship of trust and mutual respect, where constructive criticism is appreciated, where the scientific creativity and independence of the student is encouraged and where the student’s expectations are handled appropriately.

As in any relationship, there may be moments of strain and crisis and it is the supervisor’s responsibility to deal with this in a professional manner. Good supervisors are close to their students but not too close and the distance can change over time. In their book about the supervision of MA students, Harwood and Petrić (2017) explain that “different supervisees need supervisors to occupy different roles at different times” (p. 9).

I realise that as a PhD supervisor I am typically more directive at the beginning of the research project and allow more freedom and flexibility later on.  It is not unlike relationships parents have with their children, allowing them gradually more independence until they reach adulthood.

Metaphors are particularly useful in grasping abstract concepts. In the satire, Candide, ou l’Optimisme (1759), Voltaire famously wrote in the conclusion “il faut cultiver son jardin”, meaning “that we must take care of our garden”, away from the hustle and bustle. It is good to visualise a PhD research project as a private garden, to which the student can retreat to tend it, to plant flowers, to prune the trees lovingly, and to wonder where to install that water feature or statue. Spending some time in the garden is good for the garden and for the gardener’s soul, though digging can cause blisters to appear.  Conversations with fellow students allows a useful comparison of gardens. It helps understand that bigger is not necessarily better and that gardens can come in all colors, shapes and sizes.

I have had some interesting exchanges with students about the PhD being a transformative experience because it forces one to do a lot of thinking.  And because it is so long and so intense it can -and should- trigger cognitive and emotional restructuring. Students come out of this as more resilient, independent and confident (and sometimes also humbler) people.

It is also crucial to understand that comparisons with other (former or current) students can only be superficial and that having more or less of this can only refer to a very small part of a much bigger hidden picture.  My colleagues and myself love all our PhD students who work hard.  They are all bright and the fact that one can jump higher, or run faster, or cook better should be of no concern to the others.  Being unique individuals means they all have unique strengths and weaknesses.  They all face unique challenges that may sometimes stop them from reaching their full potential (like long-standing family or work issues, or a momentary problem like a numbing migraine at the viva).  And that is OK too, because each student gives it their all – professional, family and health situation permitting.

This reminds me of karate where it is also crucial not to compare oneself too much with fellow karate-ka.  Some are great at kumite (fighting), others are great at kata (choreographed patterns of 20 to 70 moves, with stepping and turning, that have to be executed while attempting to maintain perfect form), others might not excel at either but have great resilience, attitude and humility.  The standard for the black belt varies slightly according to age and health.  Being 18 or 70 makes a difference, and yet both are able to get the black belt if they can show that they have mastered the techniques and the spirit of karate, and that they are as fit as they can be and can take a solid kick in the stomach.

It is the same for getting a PhD. Supervisors make sure that students reach the threshold but how far they go above it is not really crucial. If they can, of course, they should.  That’s also why I’m so happy that no grade is awarded for a British PhD.  It either Pass or not Pass, like a driving test. If former students later end up winning prizes for their work, everybody will be proud of them, but if they don’t, they won’t be loved any less!

References

Dewaele, J.-M. (2020). Supervising doctoral students and managing the supervisor-supervisee relationship. In L. Plonsky (Ed.), Professional development in applied linguistics: A guide to success for graduate students and early-career faculty. Amsterdam: John Benjamins, pp. 153-163.  https://doi.org/10.1075/z.229.11dew

Harwood, N., & Petrić, B. (2017). Experiencing Master’s supervision. Perspectives of international students and their supervisors. London: Routledge.

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“Birkbeck has so many resources when it comes to study skills and I have been able to pass those skills on to my boys.”

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Last month, we bought three current part-time Birkbeck students who are also parents together to talk about how they made the step into studying and how they’re managing studying while looking after their children under lockdown.

In this blog, We’ll hear what Liliana (Accounting and Management FDA), Fentezia (Film and Media BA) and Mohamed (Applied Psychology CertHE) have to say about how they’re managing juggling studying and childcare in this challenging time.

If you’re a parent thinking about studying, email us at getstarted@bbk.ac.uk for information and advice about starting a university course. Now, over to Liliana, Fentezia and Mohamed!

Mother and daughter home schooling

Thank you for agreeing to share your thoughts with us about studying while parenting. We know it must be a busy time! So, tell us a little bit about why you decided to come to Birkbeck and what you enjoy about your course?

Fentezia: I decided to come to Birkbeck due to the great reputation it had, and flexibility of learning in the evenings. I enjoy my course because a lot of the lecturers are already established in the film and media industry and you get a lot of insight in it through them. The students are also mature and most are returning to education and some have families so you have a lot in common with them.

Liliana: I first heard about Birkbeck at a family event in a university, I thought it was what I was looking for and the part-time option made it easier to make the decision to study for a degree as I thought to myself ‘How can I juggle having two children a part-time job and studying!’

Birkbeck has so many resources when it comes to study skills and I have been able to pass those skills on to my boys. Learning together and being able to find the answers to topics have made me more confident as a parent when helping my children with homework.

Mohamed: Studying Applied Psychology has really given me an insight into why people do the things they do. I enjoy the course because I get to learn more about people. This was really important to me coming from Sierra Leone, it helped me understand the conflict in my own country and why people act the way they do. I’ve also enjoyed the child development parts of my course where I’ve learnt more about how children grow and learn.

How do you normally juggle childcare and studying when you’re attending on campus lectures?

Fentezia: Luckily, I have family that can help and being part-time, I only study two nights a week. While my children are in school, I also take the time to do assignments.

Mohamed: Usually it’s no problem at all. As the classes are in the evening, I can look after the baby during the day (my son is only 19 months old) and swap with his mum in the evening. Sometimes it’s a challenge to do the academic work before class, but I manage to fit it around my other commitments.

Lilliana: I am very lucky because I have supportive parents that help look after my children in the evenings when I have classes. My dad is at home when my children get home from school and stays with them until I get home, he even cooks meals for us! When I study at home, I try to do it when they are at school or I will dedicate a Sunday morning to studying, I think it’s important for them to see my studying.

How are you finding parenting and studying during lockdown?

Liliana: In lockdown my time management skills have been put to the test, I’m working from home and have a collaborate session (a live workshop with other students and the lecturer) on a Tuesday evening, but I make sure I have a long break before I sit down to study. I try to study while they are getting on with schoolwork as I find this is the time when we are all studying which helps us focus. I don’t try to do a full school day with them, rather we are task-orientated and decide how long each task should take and allocate times – however, we also allow room for flexibility.

I give them at least three tasks on most days and it could be anything from getting a piece of homework done to vacuuming their room, this gives them a sense of accomplishment for the day. I have focused on teaching them essential skills like cooking and looking after themselves, I like to think I am preparing them for university life in the future. I also find time to go out for walks – this could be on my own or with my boys, it gives you clarity and a break from staying at home.

Fentezia: It has been challenging as I have taken on the role as governess without the patience of Mary Poppins! However, it has been nice to spend time with my children and see their progress. Sometimes I study while they do their learning, but it’s usually at night when they have gone to bed.

Parenting is harder because we have to do the domestic chores as well as home school and answer a million questions from our children, whilst also being followed around the house.

Mohamed: Staying at home has been good because it means I’ve got to spend more time with my son, but it has been hard because I can only really work when he is sleeping. Even when his mum is there, it’s difficult because there are lots of distractions.

Do you have any tips for other students who are also trying to juggle studying and parenting at the moment?

Fentezia: I would recommend PE with Joe Wicks he is now like a TV family member; the sports sessions help the kids burn excess energy. Home learning should be done in the morning when their minds are fresh and get them to read in the afternoon to give you a bit of (quiet) time to do some work.

Don’t forget to rest and eat well so that you have the energy to do your own work at night. Try not to get too stressed, stick to a good routine and set a bedtime for the kids.

I’m also Birkbeck’s Student Parents & Carers Officer, so if you are a student who is also a parent, email studentsunion@bbk.ac.uk to find out more.

Liliana: Take breaks and do activities together such as cooking and playing board games, it’s also important to do sports with your children; this could be a bike ride around London or just around the park.

Take time for yourself and do something you enjoy like reading a book or watching your favourite series. It’s okay to ask for help – email your teachers.

Mohamed: It’s important to find space to be alone and to have some quiet. Make arrangements with your partner to have that space.

Make sure that you reach out to get support, for example, charities or services at the university. Try your best, look for support, go to school but it can be a challenge sometimes!

Further information: 

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The Use of the ‘Useless’: Exploring the Story of Classics at Birkbeck, 1963 – 2003

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Jonny Matfin, a PhD candidate of Birkbeck Knowledge, discusses the contemporary development of Classics at Birkbeck. This blog is part of the 200th-anniversary series, marking the founding of the College which we will celebrate in 2023.

The outside of Birkbeck College

Birkbeck College, copyright Birkbeck History Collection.

In a series of compelling critiques of recent government policy on higher education in Britain, the academic Stefan Collini mounts a conceptual defence of the university; through exploring the question of what universities are for, Collini concludes that higher education institutions – that is, places like Birkbeck – ‘embody an alternative set of values’. Such values, it is argued, have been debased by decades of political drives towards managerialism and marketisation – they are not easily captured by audits and reports.

Within this context, the academic subject of classics is key. As Collini observes, Latin and Greek university studies have had a long journey, ‘from being a preparation for clerical or political office, through the centuries in which they served to hallmark a gentleman, and on to their current standing as favoured example of a “useless” subject.’ Ironically, it is this very – inaccurate – verdict that makes classics so vital to historical understanding of changes to British universities since the 1960s: if, as Collini suggests, our higher education system has been seen by others around the world as a canary in the mine, then classics has been – so to speak – the canary’s canary.

Margaret Thatcher at Birkbeck Open Day in 1973

Margaret Thatcher at Birkbeck’s 150th Anniversary Open Day in 1973. Image courtesy of the Birkbeck History Collection.

Birkbeck, like most universities and colleges across Britain, experienced two major periods of change from 1963-2003: the expansion – in response to a booming population – of the 1960s and 1970s, and the moves towards managerialism and marketisation – widely, but not solely, associated with the Conservative Thatcher Government – of the 1980s and 1990s. Classics was one of a number of ‘smaller’ subjects which came under increasing scrutiny within higher education institutions during policy pushes connected to the second of these significant shifts.

Crisis point was reached in 1985 when a government body, the University Grants Committee, launched an inquiry into Latin and Greek teaching and research in UK universities. A subsequent report by the UGC recommended the closure of a number of classics departments nationwide – including that of Birkbeck, forcing its merger with King’s College by 1989-90. Critically, the government audit failed to take account of the unique part-time tuition provided by Birkbeck’s Department of Classics – an academic lifeline for working students wanting to pursue the discipline.

This then, is the crux: if examining the recent history of academic classics in Britain can help us to explore the question of what universities are for, studying the development of the discipline at Birkbeck from 1963-2003 can help us to break new ground – to understand what an institution like this college, providing exceptional part-time tuition, is for. In short, this aspect of the story of the “useless” is extremely useful in a historical sense. Moreover, the revival of Latin and Greek at Birkbeck through a Department of History, Classics and Archaeology – and its continued evening tuition in both disciplines, is no small reason for institutional pride in the present.

Further reading:

Stefan Collini, What Are Universities For? (London; New York: Penguin, 2012).

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The Family Learning Series

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Birkbeck’s Access and Engagement team and Brittney Chere and Jessica Massonnié from Birkbeck’s Centre for the Brain and Cognitive Development, have launched a virtual Family Learning Series for parents and children. The series of videos, ‘The Brain Explained’, are short lessons accompanied by fun activities for impactful family learning.

In February, the Access and Engagement Team along with Jessica Massonnié and Brittney Chere from Birkbeck’s Centre for the Brain and Cognitive Development delivered a workshop for children and parents at Stratford library. Over 10 families joined us for an hour of activities which included making your own neurons and building a brain hat.

With more family workshops planned for the Easter holidays and as Covid-19 shut all public venues, we began thinking about how we could bring our family learning programme online – and this is the result!

Below you’ll find four videos led by Brittney Chere focusing on the brain and including activities that you and your child/children can do at home. These activities are best suited for primary school aged children (Year’s 4-6) and we hope that they can play a role in any home schooling you are doing with your children right now.

The Brain, Explained: Part 1

Now you’re ready to get going- watch this video to start learning about the brain!

Activity 1 resource: Trace the Brain (1)

The Brain, Explained: Part 2

 

Activity 2 resource: Brain Hats

The Brain, Explained: Part 3

Activity 3 resource: ChatterBox instructions and activity ChatterBox.

 

The Brain Explained: Part 4

Activity 4 resource: Brain Game Instructions, Brain Game Board, Brain Game Neurons.

Where can I find other learning resources?

If this has sparked your interest as a parent in psychology or the brain, why not take a look at the Centre for the Brain’s virtual coffee mornings where you can hear from researchers about their research. Other Birkbeck events can be found on our events page.

If your child wants to find out more about the brain or how the body works; check out this University of Washington resource which has lots of great activities including these fun experiments you can do at home! This website also has some great science resources.

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Queerantine Bookshelf

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While the usual Pride parade may not be possible this year, we’re still keen to amplify LGBTQ experiences and lives. Golnoosh Nour, a Creative Writing Alumna, teacher and author of her most recent short story collection, ‘The Ministry of Guidance‘ shares her essential LGBTQ reading list.

Fiction: Three Queer Novels

Hot Milk by Deborah Levy: This is a book that beautifully depicts the fluidity of sexuality and desire. This novel was published in 2016, my prediction is that this book will become a classic for its mastery of plot, characterisation, and language, but also for its unapologetic portrayals of female desire, motherhood, and the nuclear family. Levy’s descriptions of lesbian desire and female bisexual desire are beatific. Also, Sofia Irina is one of my favourite protagonists. She is curious, clever, and bold – even though she thinks she is not bold, and she really is ‘pulsating with shifting sexualities’.

Guapa by Saleem Haddad: Another unputdownable novel with an adorable protagonist, Rasa. An Arab gay man who describes his beautiful but forbidden love for the closeted Taymour with the utmost sensitivity both in an imaginary Arab country and the United States. The book subtly debunks the myth that the West is a sanctuary for gay people. The novel also does so much more; it is an extremely nuanced account of being a Middle Eastern queer. While this book made me laugh out loud and cry several times, on the whole, I cherish it for its warmth and compassion. If books had hearts, I’d say Guapa has a heart of gold.

The Sluts by Dennis Cooper: I love this book for the exact opposite reason that I love Guapa; I’m intrigued by its depiction of brutality, cruelty, and hollowness that can accompany uninhibited sexual desires – in this case, homosexual men who enjoy being extremely violent and at times murderous to one another. But apart from these compelling depictions, this book is a work of literary genius in terms of narrative structure. It is a mystery that at the end of the day the reader needs to solve on their own – if they believe it needs to be solved at all. I did and I didn’t. I felt so overwhelmed by the ethereal and yet pungent quality of the prose that during the two days that it took me to finish it, I felt I was on some strange drugs. This was a drug that made me unable to read any other books for several weeks apart from the ones by Dennis Cooper.

(There are so many more amazing queer novels, including the enticing classic: The Line of Beauty by Alan Hollinghurst, My Education by Susan Choi, Rainbow Milk by Paul Mendez, London Triptych by Jonathan Kemp, and many more that the limitations of space don’t allow me to mention. The three I elaborated upon are the ones I discovered fairly recently in queerantine.)

Poetry

There is so much breathtaking contemporary poetry exploring queer desire: these are some of the collections I have been rereading during the lockdown: English Breakfast by Jay Bernard (a literary masterpiece that boldly explores race, gender, and sexuality, not often talked about as it’s probably ‘too queer’ for the UK poetry scene) Soho by Richard Scott (a queer bible), I Must Be Living Twice by Eileen Myles (funny and canocial), Rabbit by Sophie Robinson (deliciously readable, yet deep and sapphic), Selah by Keith Jarrett (a star Birkbeck alumni!), Muses and Bruises by Fran Lock (especially the poem Rag Town Girls do Poetry, also, Fran is another Birkbeck star…), and last but not least Insert [Boy] by Danez Smith (their first and in my not very humble opinion, strongest collection).

 

 

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“Birkbeck equipped me with knowledge that has helped me continue making a difference in my community.”

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Esther Joyce Ariokot, from Uganda, graduated with an LLM in International Economic Law, Justice and Development. The intensive programme involves two blocks of intensive face-to-face teaching in London, with preliminary materials and readings developed especially and sent to students in January.

Esther Ariokot

Esther Ariokot

Can you tell us about your background?

Before joining Birkbeck I had completed a Bachelor of Laws from Uganda Christian University after which I pursued the Bar Course to enable me to practice Law in Uganda.

I chose Birkbeck’s intensive LLM International Economic Law programme because it fitted within the work I was doing at the time. I was working as a Court Mediator which involved helping people settle disputes without going through the whole process of litigation. I was helping the vulnerable attain justice.

The programme includes two blocks of intensive face to face teaching. Can you tell us about your time in London and on campus?

I enjoyed studying with my classmates because we were from a range of professions, from lawyers to bankers to actresses. They brought a rich contribution to the lectures and discussions we often had. The different professions brought a different angle to the human rights course unit we were studying. I have kept in touch with four of my classmates.

I particularly enjoyed the Human Rights class and the Risks and Response class. I received additional support from the Library Team. They made using the Library easy along with the online Library. I also received a Tutorial on how to write a dissertation.

Unfortunately, I did not join any social clubs or societies as I was studying an intensive course so had little free time on my hands. But I had a great time looking around London.

What did you enjoy the most about living in London?

London has so many tourist attractions that I enjoyed going to when I got some free time. I also enjoyed the diverse range of cuisines available; I was able to eat food from my country during my stay.

I had never lived overseas before coming to UK. I was living in Harpenden and because of the efficient transport system I had no trouble coming into London for study and research.

Furthermore, I was fortunate that a British family took me in and looked after me for my whole stay. I did not have challenges living in London because I was well taken care of by the Vickers Family – I am forever grateful for their generosity.  The weather was not a problem as I was in London during spring and summer.

How has your time at Birkbeck influenced your life and career since then?

Birkbeck helped me to become a critical thinker, a skill that was key to me getting my research job. I was appointed as a lecturer to the School of Law of Nkumba University because I had an LLM and I was also given a Research Job by Judiciary because of the skills I had attained from Birkbeck.

I work under a Justice of the High Court in the Commercial Division of the High Court.  I have also started a Legal Aid Project that is helping the needy and vulnerable people where I live in Entebbe attain legal services at no cost.

What are your top tips for aspiring students?

The Legal profession requires Commitment and hard work, after attaining your law degree aim to make a difference in the community around you. I thank Birkbeck for equipping me with the knowledge that has helped me continue making a difference in my community. I am currently applying for a Law PhD at Birkbeck.

Birkbeck will make your study easy and enjoyable. It has a diverse culture, you cannot fail to fit in. The members of staff are professional and make understanding the concepts easy. Apply for a course now, don’t hesitate!

Further information:

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Why Businesses Fail: Business Plans & Financial Models

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Welcome to the Why businesses fail series. This is the fourth of five blogs that delve into the reasons for businesses failing and offering solutions. This series was launched by Lucy Robinson of Birkbeck Futures and Ghazala Zia from Windsor Swan. In this blog, they share why having a carefully considered business plan is essential to the success of your business.  

Lucy Robinson is the Employability Consultant for Business and Enterprise at Birkbeck Futures. She runs the Pioneer programme for aspiring and early-stage entrepreneurs and hosts an enterprise series on the #FuturesPodcast.

Ghazala Zia is a Venture Capital Advisor at Windsor Swan, a boutique London business advisory firm. She has an extensive legal background, and currently specialises in advising start-ups of all stages on funding, strategy and business analysis.

We all know the importance of a decent pitch deck when it comes to presenting a business idea to investors, but ultimately, they’ll be looking at the detail behind the pitch when making their decisions. Once you’ve started your business and got a few customers, you should be looking at your business plan and preparing it for an investor. This seems early but is the right time because that’s how long it takes to prepare for investment.

Investors might not ask for a business plan straight away, often they’ll request to see this after a few meetings. Entrepreneurs often wait until they’re explicitly asked before creating a business plan, which isn’t setting yourself up for success.

In reality, a business plan is a living, breathing document, not just something you rustle up on request for the purpose of your funding application to an investor. Showing an investor, a rushed, poorly considered, or insufficiently detailed business plan won’t fill them with confidence.

A detailed and carefully considered business plan isn’t just important for impressing investors – it’s one of the most important tools in your arsenal as an entrepreneur, and when used correctly it can be incredibly valuable for planning ahead, making decisions and staying on track.

The business plan should work for the life cycle of the business, which is approximately 3-5 years. Consider the milestones you’ll reach and issues you’ll face within this timeframe. It should be a professionally written document that you and your team refer to time and time again, meaning that everyone is literally on the same page. It’s not static, and should be amended as you go along. This allows you the flexibility to adapt to new circumstances and continue planning ahead.

As well as your business plan, you also need a detailed, well-evidenced and realistic financial model. The first question to answer here is that of why your business needs funding in the first place. Where are you hoping the business will go in the next 3-5 years? What specifically will the funding be spent on? How have you arrived at these costs? How will the meeting of these needs lead to more growth and profit? Specificity is needed here, as investors awarding significant amounts of money will want to know exactly where that money is going, and how it contributes to their return on investment.

You also should be proportionate and realistic about the amount of funding you ask for. There’s no exact rule about how much funding to request, as it ultimately comes down to your planning, but you shouldn’t expect to waltz out of your first investment meeting with one million pounds. It’s speculative at the early stages, but you can come up with a good financial model that’s relevant to the type of investor you’re approaching if you take the time to look at the detail of your business. Seeking the guidance of a financial advisor is a good step to take here, as they’ll know the right questions to ask you.

When it comes to your business plan and financial model, sit down and spend a lot of time on these. This is why investors often prefer to back entrepreneurs who’ve already tried and failed, because they know the steps to take and the questions to ask themselves.

Read more from the Why Businesses Fail series:

 

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Why businesses fail: customer acquisition strategy

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Welcome to the Why businesses fail series. This is the third of five blogs that delve into the reasons for businesses failing and offering solutions. This series was launched by Lucy Robinson of Birkbeck Futures and Ghazala Zia from Windsor Swan. In this blog, they share how you can narrow down your customer and find an effective marketing strategy to attract and retain them.  

Lucy Robinson is the Employability Consultant for Business and Enterprise at Birkbeck Futures. She runs the Pioneer programme for aspiring and early-stage entrepreneurs and hosts an enterprise series on the #FuturesPodcast.

Ghazala Zia is a Venture Capital Advisor at Windsor Swan, a boutique London business advisory firm. She has an extensive legal background, and currently specialises in advising start-ups of all stages on funding, strategy and business analysis.

Once the product or service has been tested, it’s not enough to assume that it will speak for itself. Customers don’t come without being invited. It’s crucial to have a detailed customer acquisition strategy and a relevant, targeted marketing strategy alongside in order to succeed.

Firstly, define your customer. Not just ‘young women’ or ‘professional millennials’, but very specifically identified. Think about gender, age group, location, profession, and more. Similarly, your customer might not be an individual but a service provider themselves. You still need to be specific here. For example, if you want to sell to a university, who do you want to reach within the organisation? The students, the lectures, the staff? Knowing who your customers actually are is vital to the short- and long-term success of your start-up. Conducting market research tests on your intended audience is also a great way to measure if they actually want your product – often, you may be surprised by who your actual customers are.

At the early stages of a start-up, it’s wise to channel funds (even if they’re limited) into a solid marketing strategy. Test your consumer behaviour, determine advertising costs, and determine how many customers you’ll reach. Similarly, build up your brand reputation in order to garner recognition and ultimately, loyalty from your intended audience.

Customers show loyalty to authenticity, and your marketing should reflect a strong and consistent brand identity that is honest to the product itself. If you have a flashy marketing campaign but the product itself doesn’t hold up to scrutiny, you risk being slated online and by word of mouth. This is why the marketing strategy itself only holds up when the product does – which bring us back to the importance of understanding the problem you’re solving, and carrying out extensive testing on your intended audience.

Within your customer acquisition strategy, you should be familiar with certain metrics. How will you acquire your customers? What is your cost of acquisition? How much marketing do you need to spend to acquire one customer? How are you going to retain that customer?

Read about how to identify a need in the market and attract investors in the first two blogs of the series.

 

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Why businesses fail: Being unattractive to investors

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Welcome to Why businesses fail, the second of five blogs that delves into the reasons for businesses failing and offering solutions. This series was launched by Lucy Robinson of Birkbeck Futures and Ghazala Zia from Windsor Swan. In this blog, they share some practical tips to get investors to demonstrate traction in your business and attract potential investors.

Lucy Robinson is the Employability Consultant for Business and Enterprise at Birkbeck Futures. She runs the Pioneer programme for aspiring and early-stage entrepreneurs and hosts an enterprise series on the #FuturesPodcast.

Ghazala Zia is a Venture Capital Advisor at Windsor Swan, a boutique London business advisory firm. She has an extensive legal background and currently specialises in advising start-ups of all stages on funding, strategy and business analysis.

Being unattractive to investors is a primary reason why some start-ups fail, and there’s a few pitfalls to avoid here. One big one is not showing traction.

Having a strong and evidenced market need for your product or service is the best way to demonstrate traction. By traction, we don’t mean a few thousand likes or free users – that’s not enough for an investor. It needs to be clear that this engagement is converting into paying customers, which is a trackable and easily identifiable metric. Engagement without custom isn’t traction or validation of your product. It could be a sign that you’ve got great marketing or that you’ve got a particularly active customer base, but if they’re not actually buying your product it suggests they don’t really need it.

One metric you should always know as part of your financial model is how many customers you need to stay viable. Before you start pouring hours into creating content, or spending time and money adding new features to your product, ask yourself: “What value am I adding?”. If the effort, energy and resources you use won’t actually convert to more sales, you should consider if it’s really necessary.

Investors vary with the level of traction they’d like to see, and different types of investors look for different amounts. For example, if you’re an early-stage start-up you’re likely looking at individual investors like Angels. Angels want to get involved at an early stage and take a punt on your business, if they see something in you. At a later stage, when you’re in revenue, you might use Seed Investors. Seed Investors get involved when you can demonstrate more growth that they want to get on board with. Generally speaking, investors want to make ten times return on their investment. This means you need to demonstrate traction which suggests they’ll be able to achieve this by investing in you.

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