Athena Magazine Issue 1 Sept 2024

SEPTEMBER 2024 • ISSUE NO. 01

5 BARRIERS THAT FEMALE ENTREPRENEURS NEED TO OVERCOME TO SUCCEED 11 MENTAL HEALTH AND WELLBEING TIPS FOR LONE WORKERS

BORN TO RISE Jolanta Radko Reminds Us of the Importance of Mindset for Building A Happy, Healthy Life www.athenamagazine.co.uk

Welcome to the very first issue of Athena

We have tried to bring a nice balance of

magazine, a brand new publication for

business content with a sprinkling of more

women in business in Devon. Fran and I

holistic content. We are more than our

have poured our hearts and souls into this

businesses and we have to take that into

magazine and we hope that you enjoy it

account if we are to build businesses that

and find it useful.

work for us and allow us to look after ourselves.

We wanted to create a magazine that puts into perspective the obstacles that

We would love to hear your feedback and

we face as women in business so that

also your suggestions for future issues.

women realise just how challenging it can

What content would you like to see that

be and that we are not alone in our

would help you build your business?

struggles.

Stacey

Fran

www.athenamagazine.co.uk

Photos by Becky Craven

hello@athenamagazine.co.uk @athenamagazinedevon @athenamagazinedevon

ATHENA MAGAZINE | 03

Why Athena Magazine?

Having worked with women locally for many years now, it has become evident to us that women need more support to start and grow their businesses. There is support out there already, some even fully funded, but many women don’t know about it so they aren’t accessing it. They also don’t know about the business finance available or where to look for it. Many women aren’t partaking in networking and don’t feel like they belong in the spaces where networking occurs. They struggle to attend events around their caring responsibilities, aren’t finding relatable role models and often they don’t feel comfortable leveraging the networks that they do have.

As so many women struggle on alone, desperately trying to balance caring responsibilities with building a business or working from home alone, mental health can suffer and the risk of burnout increases.

Throw perimenopause and menopause into the mix and it is no wonder that women are struggling.

With Athena magazine, we hope to reach women all over Devon and give them access to the support they so desperately need.

39%

60%

of women report an absence of access to finance.*

of women start businesses to be their own boss.*

49%

57%

of women start their business to balance the demands of life and work.*

of women lack business confidence and knowledge.*

*Stats taken from The Female Entrepreneurship: Moving Forward report from Small Business Britain, Square and Clearpay 04 | ATHENA MAGAZINE

Enjoyed reading Athena Magazine?

Why not donate and help us to get it into community spaces to inspire the next generation of women?

We would love to get this issue of Athena Magazine printed and distributed to local secondary schools, libraries and community spaces. We’d like to reach women and girls who aren't in spaces where they are exposed to entrepreneurship so they can see what is possible and available to them and what support they can get. We have set up a GoFundMe page to raise funds to do this, and if every reader donated just £1 it would really help us to make this a reality.

https://gofund.me/e86a8723

By contributing to this GoFundMe campaign, you are helping us print and distribute our magazine for free in community spaces across Devon, including libraries, schools, and coworking spaces, to reach female entrepreneurs. Any funds remaining after printing costs will be used to support other areas of the magazine, such as advertising to expand our reach. We are committed to transparency and will provide updates on how donations are spent. Please note that all contributions are final, and while we aim to distribute widely, we cannot guarantee specific locations or quantities. Thank you for supporting women in business!

ATHENA MAGAZINE | 05

EDITOR Stacey Sheppard DEPUTY EDITOR Stacey Sheppard & Fran Minifie SUB-EDITOR Stacey Sheppard & Fran Minifie PROOFREADERS Stacey, Fran & Suze Howell CREATIVE DIRECTOR Fran Minifie & Stacey Sheppard STYLE DIRECTOR Fran Minifie & Stacey Sheppard ART DIRECTOR Fran Minifie & Stacey Sheppard PHOTOGRAPHY DIRECTOR Fran Minifie PRODUCTION MANAGERS Stacey Sheppard & Fran Minifie

Co-Founders Fran & Stacey wearing ALL the hats

ADVERTISING MANAGERS Stacey Sheppard & Fran Minifie

Subscribe to our newsletter for

SUBSCRIPTIONS MANAGERS Stacey Sheppard & Fran Minifie

delivered to your inbox: www.athenamagazine.co.uk

CIRCULATION MANAGERS Stacey Sheppard & Fran Minifie

Send your press releases to us,

CHIEF FINANCIAL OFFICER Fran Minifie

more news and latest issues

or send a proposal for an article: hello@athenamagazine.co.uk

PR & MARKETING DIRECTORS Stacey Sheppard & Fran Minifie

Book advertising space in our

COVER DESIGN

next issue or book your directory

Naomi Bowden

listing:

COVER MODELS

hello@athenamagazine.co.uk

Victoria Brookbank & Jolanta Radko 06 | ATHENA MAGAZINE

Table of Contents 3

Ed’s Letter

39

Sisters Are Doing It For Themselves

4

Why Athena Magazine?

47

The Magic of Third Spaces

5

Donate to the GoFundMe Campaign for Schools

55

Inspiring The Next Generation of Girls

8

The Business of Feminism

58

Law & Order

14

The 5 Barriers Facing Female Entrepreneurs

62

Secrets to a Stress-Free SelfAssessment Season

20

Born to Rise

65

Where to Find Business Support

26

The Art of Storytelling For Your Business

68

No More Boring Stock Videos

29

Shine Bright Without Burning Out

70

The Myth of Balance

35

British Finance Week

72

Business Directory

ATHENA MAGAZINE | 07

The Business of Feminism

By Stacey Sheppard

This article first appeared on www.ipsaconsulting.co.uk

F

eminism has a bad reputation. The concept has evolved enormously since the term was first coined in 1837 by the utopian, socialist, French philosopher Charles Fourier. And, we’ve been through many waves of feminism including Marxist Feminism, Liberal Feminism, Cultural Feminism, Radical Feminism and more recently, Intersectional Feminism.

What is Feminism?

The main reason feminism has a bad rep is because it is often misunderstood. Some people see feminists as crazy man-haters who want nothing more than to tear down the patriarchal system to replace it with a matriarchy. But this is simply not the case.

Whilst the various forms of the feminist movement all have slightly different perspectives, feminism can generally be defined as the advocacy of women’s social, economic and political rights to achieve true gender equality. If we break this down further and ask what gender equality is, we can say equal respect, rights and opportunities for everyone, regardless of gender identity.

08 | ATHENA MAGAZINE

When we look at it through this lens, we can quite clearly see that the work of feminism is still a long way from over. Women continue to face significant economic, social and cultural barriers that prevent them from attaining equality.

Closing the Gender Pay Gap According to The World Economic Forum’s Global Gender Gap Report, in 2022 the global gender gap had been closed by 68.1%, which seems like a marked improvement.

However, at the current rate of progress, it will take another 132 years to reach full parity, which will take us to the year 2156.

When it comes to the workplace, we are still far from reaching gender parity and the data shows that there remains a very persistent set of socio-economic barriers that keep women out of the workforce altogether or stuck in the lower echelons of management.

According to the Women in the Workplace 2022 report by McKinsey and LeanIn, for every 100 men who are promoted from entry-level positions to management roles, only 87 women are promoted. The same report states that only one in four Csuite leaders is a woman, and only one in 20 is a woman of colour. So the gender gap persists.

The gender pay gap is still going strong too. According to the Office for National Statistics, the gender pay gap in the UK among full-time employees increased to 8.3%, up from 7.7% in 2021.

But it’s not only in employment that we see this disparity in gender equality. Even in entrepreneurship, we see a drastic underrepresentation of women. According to the NatWest Rose Review, only six per cent of UK women run their own business and only one in three UK entrepreneurs identifies as female.

The 2023 Rose Review progress report did show some positive moves in the right direction. In 2022, women in the UK established over 150,000 new companies – more than twice as many as in 2018, before the Rose Review was launched.

However, this does come off the back of a global pandemic in which unemployment levels for women in the UK increased by 28% and redundancy levels rose by 212% from January-March 2020 to October-December 2020.

This represented a huge setback for women and begs the question of how many of those women turned to entrepreneurship through necessity.

There are some other small signs of progress too, like the fact that The Fortune 500 crossed a milestone in ATHENA MAGAZINE | 09

2023 when, for the first time in history, women ran more than 10% of the businesses on the list of America’s largest public companies.

Likewise, in July 2022, 39.6% of FTSE 100 directorships and 38.9% of FTSE 250 directorships were held by women.

By 2050, improving gender equality would lead to an increase in EU GDP per capita of 6.1 to 9.6%, which amounts to €1.95 to €3.15 trillion. In EU countries with more room to improve gender equality this could increase GDP per capita by as much as 12%.

Progress is being made in forwardthinking organisations where initiatives such as the equal salary certification is being awarded and progressive work is being led by Dark Matter Labs to create equitable, company-wide pay structures.

There are also economic benefits to encouraging a higher level of female entrepreneurship. The Rose Review found that £250 billion of economic value could be added to the UK economy if women were to start and grow businesses at the same rate as UK men.

But overall, a lot remains to be done and we have to ask ourselves why the business case for gender equality in the workplace seems to be so sorely overlooked. There are so many benefits to having more women in the workforce and especially in management and Csuite positions that it’s hard to understand why businesses aren’t making this a priority.

Data from the OECD also shows that women’s economic participation is beneficial for society as it speeds up development, helps overcome poverty and reduces inequalities. This is because women typically invest a higher proportion of their earnings in their families and communities than men.

Benefits of Gender Equality in Business

In companies where there are increased employment and leadership opportunities for women, there are tangible benefits for those organisations. A study by the International Labour Organisation in 2018 found that enterprises experience improved business outcomes resulting from greater gender diversity.

Economic Growth Economies in which more women work report more growth. Gender equality has been shown to have strong, positive impacts on Gross Domestic Product (GDP) per capita which grow over time.

10 | ATHENA MAGAZINE

Increased Organisational Effectiveness

Of those surveyed, 57.4% said that initiatives to promote gender equality had helped enhance their business outcomes.

These better business outcomes showed up in various ways: better profitability and productivity (60.2%) increased ability to attract and retain talent (56.8%) greater creativity, innovation and openness (54.4%) enterprise reputation had been enhanced (54.1%) better able to gauge consumer interest and demand (36.5%) However, the study found that the degree of gender diversity in management and the seniority of management are inversely proportionate. This means that there are less women present in senior positions. It also found that the bigger the company the less likely it is to have a female CEO. The same was found for the chairperson of the board of directors with only 23.6% having a female at the helm.

Better Gender Diversity Companies with female CEOs or female board chairs are not only more likely to employ women but they are also 12% more likely to have women as senior general managers. This is a strong indication of the “pull factor” meaning that more women attracts more women

ATHENA MAGAZINE | 11

and therefore leads to higher levels of gender diversity in business.

Improved Innovation Women make up just over half the population, control 40% of wealth globally and directly make or influence up to 80% of all purchasing decisions. This means that they are extremely well-placed to understand market needs and spot new market opportunities, particularly the unmet needs of women. After all, you can only truly address a market need if you understand the demographics of that market. Having a genderbalanced team allows businesses to unlock the innovation that drives market growth.

Increased Corporate Responsibility

Social

A study published in the journal Frontiers in Psychology in 2023 looked at gender differences in professional social responsibility. The relation between professional women and collective or organisational responsibility has been widely studied and evidence suggests that companies with women on their boards of directors have higher levels of Corporate Social Responsibility.

The results found that the greater commitment to Corporate Social Responsibility of companies with women on their boards of directors is 12| ATHENA MAGAZINE

due, in part, to the greater individual or personal social responsibility of women. This not only results in better decision-making but also benefits the company in terms of its financial results and brand reputation.

Increased Social Value When it comes to entrepreneurship, a further study published in Science Direct in 2023 looked at gender differences in social entrepreneurship and the results confirmed that women are more motivated by the social goals inherent in social entrepreneurship and are therefore more likely to set up a social enterprise bringing benefits to both people and planet.

Transformation Opposed to Risk Research suggests that female executives are more open to challenging the status quo and less likely to care about tradition. This makes them more open to change.

Women typically tend to be more riskaverse than men, which can be a barrier to entrepreneurship according to The Rose Review. But Harvard Business Review found that when more women join the C-suite it can have a positive impact by making the entire team less comfortable with risktaking.

Effective Leadership Skills Women tend to bring very different

skills and competencies to the table.

A 2016 study by Korn Ferry found that women more effectively employ the emotional and social competencies correlated with effective leadership and management than men. Women score higher than men on nearly all emotional intelligence competencies including emotional self-awareness, empathy, conflict management, adaptability, and teamwork, which are all essential for workplace leadership.

The research therefore suggests a strong correlation between high emotional intelligence and those leaders who deliver better business results, demonstrating a clear need for more women in leadership roles.

The business case is clear and the data supports it, gender balance is good for the bottom line.

The business case is clear and the data supports it, gender balance is good for the bottom line. Businesses that embrace gender diversity gain a competitive edge by tapping into new markets, increasing innovation, attracting and retaining a more diverse workforce, increasing corporate social responsibility and enhancing brand reputation, as well as maximising profitability. It’s about time we stop overlooking women’s leadership potential and start recognising the enormous untapped value that they bring to business and the bottom line.

BOOK REVIEW This fascinating book by Caroline Criado Perez documents the damaging effects of gender bias in big data collection and how this plays out for women. Through a series of fascinating, and sometimes enraging, case studies, Criado Perez shows how women are navigating a society built by men for men.

From medicine, safety, transport, politics, town planning and technology to disaster relief, women’s needs are unmet often with devastating consequences.

Buy it here *This is an affiliate link

ATHENA MAGAZINE | 13

5 Barriers That Female Entrepreneurs Need To Overcome To Suceed

By Stacey Sheppard

P

eople choose to become entrepreneurs to address and solve issues that they experience personally and to take advantage of gaps in the market. But the way that we as women see and experience the world is different to the way that men see and experience the world and the problems we may seek to address won’t be the same. Women represent half of the population, so unless we close the gender gap and allow for diversity of thought by empowering female founders and women in leadership roles, we won’t be able to achieve an equitable society.

As we saw in the previous article, the business case for more female founders is extremely strong.

There is also evidence to suggest that female-led start-ups are often more successful and create a higher dollar-for-dollar return on investment.

There were a number of important conclusions that were drawn by the report, which highlighted the barriers that women face to starting and growing successful businesses.

14| ATHENA MAGAZINE

The situation here in the UK isn’t anything to celebrate and compared to best-practice peer countries we have a lot of work to do to catch up.

In 2019, Alison Rose became Chief Executive (CEO) of NatWest Group and the first woman to lead a major UK lender. She was commissioned by the Treasury to lead an independent review of female entrepreneurship in the UK. The resulting report is called The Rose Review.

Let’s take a look at some of those barriers.

1. Awareness of and Access to Funding The report concluded that awareness of, and access to funding is the number one issue for female entrepreneurs across the entire entrepreneurial journey, from intention to scale-up. Female-led businesses in the UK receive less funding than those headed by men and launch with 53% less capital on average. In addition, only 1% of all venture funding goes to businesses founded by all-female teams, which drastically inhibits scale up.

There is also a perceived bias within the UK venture finance community as only 13% of senior people on UK investment teams are women, and almost half (48%) of investment teams have no women at all. This is a real concern and one that has regularly been voiced by female entrepreneurs who feel they are judged to be less competent than their male counterparts.

2. Greater Risk Awareness Another issue identified by the Rose Review is women’s greater risk awareness. Women are generally more cautious about starting businesses with women being 55% more likely than men to cite fear of

going it alone as a primary reason for not starting a business.

3. The Perceived Gap in Skills and Experience Women are less likely to believe they have the skills necessary for entrepreneurship with only 39% of women feeling confident in their capabilities to start a business compared to 55% of men. This perceived gap in ability is, of course, a myth as women are in no way lacking the necessary skills to be successful entrepreneurs.

4. Disproportionate Primary Care Responsibilities The report also highlighted the disproportionate primary care responsibilities that fall on women.

Women are twice as likely as men to

ATHENA MAGAZINE | 15

mention family responsibilities as a barrier to starting a business. It is ironic then that for women with children, flexibility around family care is their number one reason to start a business.

5. Lack of Relatable Mentors, Role Models and Support Networks Another important issue that is holding women back from founding businesses is the lack of relatable mentors, role models and professional support networks that can help them to start and scale their enterprises.

So what can we do to help dismantle some of these barriers that female entrepreneurs need to overcome to succeed?

We really need to do a better job of demystifying entrepreneurship and making it more accessible. The Rose Review stated that only 6% of UK women run their own business and only one in three UK entrepreneurs is female. Moreover, up to £250 billion of new value could be added to the UK economy if women started and scaled businesses at the same rate as UK men. So clearly there is huge potential for economic growth if we tap into the power of female entrepreneurship.

Perhaps the most effective way to do this is to increase funding directed towards female entrepreneurs.

16| ATHENA MAGAZINE

Essentially, we need to get more women involved in Venture Capital.

Reports have shown that female venture capitalists invest in up to 2x more female founders, so we need to see more women in investing roles at venture capital firms.

When funding is available, we need to ensure that female founders and entrepreneurs are fully aware of how to access it and have the knowledge, experience, skills, confidence and support to do so. The Rose Review found that women are 81% less likely than men to feel they can access the necessary start-up funds. This absolutely must be addressed if female-led businesses are to access funding.

As a society, we need to support female entrepreneurs when it comes to family caring responsibilities.

Governments need to do more to ensure that support systems are in place to alleviate the huge burden that traditionally falls to women. The pandemic has highlighted what a delicate web of support women have woven for themselves and when something like a global pandemic happens it all comes tumbling down.

Women need to be given more of a voice and a greater role in shaping policy.

We also need to increase support locally for female entrepreneurs by creating relatable and accessible networks and making mentors more accessible. Women are less likely to know other entrepreneurs or have strong female role models but they place a much higher value on external networks.

So, providing a supportive eco-system for female entrepreneurs is massively important.

Women who work for themselves often fall victim to the “networking penalty” even more so than employed women. At least when you are employed you have some access to colleagues, role models and mentors in the workplace. But when you work for yourself, often from home as many women do, it can be extremely lonely and isolating as you suddenly find yourself with no support network at all and nobody to look to for much-needed advice, guidance and encouragement.

The “networking penalty” is further exacerbated by the “motherhood penalty”. When you have children, those breakfast networking events run by the chamber of commerce are often out of the question as you’re busy doing the school run. Any events that take place after 5pm can be difficult too as you’re often doing the dinner, bath and bed shift. Weekends?

Probably a no-go as well.

Even if networking events occur midmorning, that can be troublesome. If you can only work between the hours of 09.30am and 2.30pm while the kids are at school, taking two hours out of that already short day to attend a networking event can eat into your workday quite considerably.

ATHENA MAGAZINE | 17

By finding networks that are designed to meet their specific needs, women can find the support necessary to overcome the fear of going it alone and take the risks required to start and grow a business, all whilst being reminded that they do not lack the necessary skills and experience to be successful entrepreneurs.

Women are less likely to know other entrepreneurs or have strong female role models but they place a much higher value on external networks.

We have a long way to go to break down the societal and cultural barriers that female entrepreneurs need to overcome. This isn’t a challenge that we can solve overnight. But like with all things, we just need to take the next logical baby step in the right direction.

You can read our article on local networking organisations (page 39) if you too are lacking the support required.

Read the Rose Review of Female Entrepreneurship

18| ATHENA MAGAZINE

Born to Rise A Story of Fearless Reinvention on the Path to Success

By Stacey Sheppard

20 | ATHENA MAGAZINE

When

Jolanta

Radko

arrived

at

Birmingham

International Airport in October 2013, she barely spoke a word of English. She had a job working in a warehouse but was struggling to communicate with her colleagues.

She had two choices: learn to speak English or go back to Poland.

Decision Time Not wanting a job in hospitality back home, she decided to learn English and challenged herself to get off the warehouse floor and join the Health & Safety team.

Before long she was responsible for coordinating the training department.

Having successfully achieved this goal she signed up for a personal training qualification and was soon working full-time in a local gym to get experience. Within a year she realised that she wanted to bring more of the ‘personal’ into personal training so decided to leave her job and go it alone.

Moving to Devon After many holidays in Devon and always feeling a pull to the region, Jolanta decided to up and move her business to the South Hams. That meant starting everything from scratch and rebuilding. She had no contacts and no guarantee that it would work but she wanted to give it a go.

Jolanta Radko is a mindset and life transformation coach and the founder of Phoenix Transformations. She works in Devon and online helping people

to

foundations

create for

a

the happy,

healthy life. www.phoenixtransformation.co.uk

ATHENA MAGAZINE | 21

Happiness Starts with Health So, what is it that motivated her to get into the personal training business? “I want people to be happy,” says Jolanta. “After years of working with individuals, I can easily say that happiness comes from within and it starts from your health.

I’ve never seen a truly happy ill person. Our body, our brain, our gut and our hormones all control our happiness.”

Transformational Coaching Jolanta’s

approach

to

transformational

coaching focuses on education, understanding the how and the why and helping people apply that

knowledge

to

improve

their

lives.

Psychology plays a huge role in her work as she has to understand what motivates people and how to help them build the correct mindset to achieve their goals. “I find so much satisfaction in seeing others succeed and being able to give them guidance and motivation,” she says.

Best Fitness Instructor in Devon Her clients are proof that she has been successful in helping people to change their lives.

“I receive messages daily from my lovely clients and followers telling me that I inspired them, helped them or positively impacted their life,” says Jolanta. In fact, her clients recently helped her to scoop the highly coveted Muddy Stiletto Award as Best Fitness Instructor in Devon. She was then shortlisted for the Best Fitness Instructor in the UK award. Not bad for a Polish woman who didn’t even speak English when she arrived!

22 | ATHENA MAGAZINE

Support Through Challenges “My community is pretty small so winning something that was purely based on the number of votes was like a miracle,” says Jolanta. But the community that she has built showed up to support her following one of the biggest challenges of her career.

“My personal relationship and my business partnership both ended at the same time I was preparing for a competitive body-building competition,” she explains.

“Months of internal and external battles and struggles caused so much stress and anxiety in my life. Despite this, I decided to take the business from my partner and run it by myself. It was a rollercoaster trying to juggle my health and take time to heal my soul and body, whilst looking after about 50 members.”

Walking Away So, it came as a huge shock to Jolanta’s community to learn that after years of hard work culminating in winning this incredible award, she has decided to shut down her hugely successful gym at the height of its success.

So, what is the reason for this surprising decision? Well, Jolanta says she has outgrown her role of Personal Trainer working on the gym floor and reassures me that there is nothing to be sad or sorry about.

ATHENA MAGAZINE | 23

The Mission “For a long time, my mission has been so much more than just personal training and teaching people how to exercise. I have helped clients to work through their stories, traumas and injuries and helped them to not only achieve physical goals but also change their mindset, relationship with food, general wellbeing and building a strong foundation for life”.

Jolanta’s mission is now bigger than ever as she plans to pivot her transformational coaching online and launch her Phoenix programme which will help her clients to level up in health, business and life in general. With her new programme, she aims to help even more people learn to believe

in

themselves

and

to

build

the

foundations of a happy, healthy life.

Success Metrics Because for Jolanta, feeling fulfilled and happy every day is her number one success metric, much more so than money. “I often check in with myself and ask ‘If money didn't matter, would I be doing what I am doing now?’ The answer is YES. I would still do everything I’m currently doing to inspire and educate people. I would still work on creating programmes, events and tools for people to help them build a happy life. I would still wake up excited about the day ahead because waking up feeling that you are doing the right thing, something that fulfils you, is worth much more than money itself.”

24 | ATHENA MAGAZINE

Obviously, she knows that money is important too, but she sees it more as a tool that can enable her to reach and help more people. She believes that if you do your work with passion and commitment, the money will follow.

Phoenix Rising I have no doubt that Jolanta will use the closure of her gym to build back bigger and better. As someone who sees opportunities where others see obstacles and who will always push her boundaries as far as she can, I know she will rise again and higher than she ever has before. “I always aim high in life, and I have limitless belief that we can achieve everything we want by putting in the work and staying consistent,” says Jolanta.

Let’s wait and see what she achieves next!

ATHENA MAGAZINE | 25

The Art of Storytelling for your Business

By Lottie Dainton In a world dominated by boosted adverts and digital noise, there will always be space for the transformative power of storytelling. The words you use, and how you use them, remain one of the most influential and persuasive tools in marketing. While we may get swept up in trends or strategies, nothing beats the impact of building an emotional connection with your audience. For entrepreneurs, it’s not just about what you sell. It’s the story you have to tell.

Let Your Why Define the Narrative At the heart of every brand is a narrative - this is your why. It’s the reason behind the endless hours you spend running your business, the sacrifices you’ve made along the way and the countless times you wonder why you swapped this for the 95.

Once

you’ve

established

your

narrative,

storytelling can transform your products or services from a purchase into an experience. Many consumers, especially if investing in a luxury brand, invest in a product or service for more than just its functionality or specifications. It’s about the emotions it evokes. This all-important narrative adds credibility to the product or service’s story, carving a deeper and more meaningful connection for its customer or client.

Think about an aspirational or designer brand. It doesn’t simply sell clothing; it sells the ideal.

26 | ATHENA MAGAZINE

Photography by Tara Statton

Lottie Dainton, luxury brand copywriter, works with the wedding industry, hospitality venues, designers and the cosmetics industry. www.lottiedainton.co.uk

Through its storytelling-style of marketing, it showcases a sense of exclusivity, elegance, heritage, desire and the opportunity to become a part of everything that defines the brand. So, when you purchase an item of clothing, you’re not buying a jumper. You’re buying a piece of that world, wearing the confidence, sophistication and luxury that is associated with it.

Sell the Experience The same applies when you’re selling a service: it isn’t simply selling a solution; you are promising an experience that your clients can’t find elsewhere. Through your expertise and tailored approach, you’re giving clients the opportunity to benefit from your service, while inviting them to be a part of the transformative journey. The focus should be on how your service will make your clients feel and how their investment can contribute positively to their lives.

Every chapter of a brand’s marketing, from the advertisements to the digital newsletters, has been carefully curated to embody the emotion that the brand wants its target market to feel. Remember, consistency is key when it comes to storytelling. Your marketing collateral should maintain the same tone, voice and values, to build trust, credibility and loyalty. The more consistent your copy is, the stronger the emotional connection you will establish with your audience.

Build an Emotional Connection When someone connects with a brand emotionally rather than just superficially, they are more likely to trust it, engage with it and therefore, invest in it. Decisions are often driven by how a product or service makes someone feel, regardless of their need for the product or the logic behind the investment. Storytelling delves beyond the surface of selling, it showcases the human behind the brand, which allows you to connect with the human being you want to reach.

Storytelling is an art form. Personality, emotion, values and purpose are weaved into every word, sentence or paragraph, creating copy that clicks with your consumer. Rather than thinking of your business as a series of sale pitches, consider it as chapters in the most compelling story you can imagine.

Effective storytelling isn’t a marketing strategy, it’s a business essential. People buy emotions. And storytelling is your chance to create an emotional connection with your consumer. One word at a time.

ATHENA MAGAZINE | 27

Shine Bright Without Burning Out Victoria Brookbank shares mental health and wellbeing tips for lone workers

One of the trickiest aspects of

especially when there is no HR

working for yourself and flying solo

department looking out for us.

as a businesswoman, freelancer or working by yourself as an employed remote worker, is making sure you don't neglect self-care. When you are your own boss, it's easy to fall into the trap of thinking you've got to throw all your time into work. But, to really nail it and keep doing well in the long run, prioritising self-care is key.

Talking about mental health can be

Photography by Fran Minifie

difficult as we often don’t have the

Victoria Brookbank is the founder of Minds That Work, a consultancy that cultivates psychological safety in the workplace through compassionate leadership and mental wellbeing training. mindsthatwork.com

language or the know-how and recognising our own signs of poor wellbeing can be a challenge. But avoiding burnout requires us to be proactive when it comes to self-care,

ATHENA MAGAZINE | 29

Mental Health UK’s 2024 Burnout

Burnout is “a syndrome conceptualised as resulting from chronic workplace stress that has not been successfully managed”

Report found that over a third of adults (35%) in the UK experienced high or extreme levels of pressure and stress always or often in the past year warning that the UK is at risk of becoming a ‘burnt-out nation’.

Signs of Burnout There are specific signs associated with burnout and recognising these is the first step to making changes: Feeling

incompetent:

feeling

ineffective, low self-evaluation,

What is Burnout?

minimal accomplishments, low Burnout is a set of symptoms many

mood

lone workers experience. In 2019, The

Exhaustion: feeling emotionally

World Health Organisation defined

depleted,

burnout

overextended, anxious

as

“a

syndrome

physically

tired,

conceptualised as resulting from

Cynicism:

feeling

disengaged,

chronic workplace stress that has

negative

about

the

not been successfully managed.”

withdrawn, apathetic

30 | ATHENA MAGAZINE

job,

11 Tips

To Avoid Burnout 01

Establish a Routine Clearly define your work hours and stick to them. Creating a daily routine can provide structure and stability, making it easier to manage your time and tasks. Include regular breaks, mealtimes, and a consistent sleep schedule in your routine.

02

Prioritise Tasks Focus on completing high-priority tasks first. Break down larger tasks into smaller, manageable steps to prevent feeling overwhelmed. Remember to ask for help when you have too much to do.

03

Communicate Openly Learn to say no, learn to value your personal time and communicate your boundaries openly to people. If you're feeling overwhelmed or stressed, tell your friends and peers about your workload and life challenges. They may be able to offer support or help you to prioritise tasks.

ATHENA MAGAZINE | 31

04

05

Create a Dedicated Workspace Having a specific area for work can help you separate your professional and personal life. Ensure your workspace is comfortable, well-lit, ergonomic and free from distractions.

Find a Support Network

This is vital! Not only do we need this to see another human face, a smile and eye contact, but we need this to share our struggles and our successes with like-minded solo workers.

Consider joining a coworking space to create a supportive network. (Check out our article on page 48)

06

Connect with Nature The research on the benefits of connecting with nature is strong. Whether you go to your local park, spend time in your garden or go for a walk along the coast, get yourself outside regularly.

07

Practice Mindfulness The unknown is immensely stressful. We struggle with change and fear the unfamiliar. Our need for predictability is an ingrained survival mechanism that helps us to feel safe.

Practising mindfulness for ten minutes a day has profound benefits.

32 | ATHENA MAGAZINE

08

Nourish Your Body Stretching and mobilising the body is fundamental for mental and physical health. Find an activity that works for you. Eat a balanced healthy diet and remember to eat regular meals to aid concentration, focus and creativity. Drink plenty of water to keep brain cells hydrated and the body happy.

09

Prioritise Sleep

We can cope better with external pressures and internal anxieties when we sleep well. Understanding and leveraging your unique sleep chronotype can dramatically transform your daily life, allowing you to thrive by working in harmony with your body's natural tendencies.

10

Remember Self-Compassion We are kind and supportive towards others when they feel bad, but we are much harsher with ourselves. When we fail or make mistakes, we irrationally assume everyone else is just fine and we are the only ones struggling. Self-compassion helps us recognise that challenges are part of being human.

11

Don’t Forget to Play When working so hard it is easy to forget about play. What can you do to bring play into your life? Perhaps it’s connecting with children if you have them, perhaps it’s trying something new, or perhaps it’s just putting some music on and having a kitchen dance party.

ATHENA MAGAZINE | 33

Business Finance Week 2024 British Finance Week 2024 runs from 26th September to 3rd October and marks a decade of The British Business Bank supporting small the

businesses UK

to

across

access

the

finance that they need to start up and grow.

During

the

week,

The

British Business Bank will host

a

series

of

free

nationwide and regional in-person

events

webinars

to

and

provide

independent and impartial information

around

business finance options for small businesses.

Businesses

and

their

accountants, lawyers and advisers, can sign up to attend the events here. *The British Business Bank is 100% Government-owned but independently managed.

ATHENA MAGAZINE | 35

Meet the Start-up Funder The "Meet the start-up funder" event is designed to give you the opportunity to hear from a variety of early-stage funding providers.

Discover what these investors look for in a business and learn how to access their capital.

Wednesday, 25th September 10am - 3pm Exeter Science Park, 6 Babbage Way Clyst Honiton EX5 2FN

Structuring Your Business for Success: Tips and Best Practices for Growth An informative event to learn about the financial models your business needs and how to access finance whether you are starting out or scaling up.

Thursday, 26th September 10:30am - 11:30am Online event

Prepare Your Start-up Business for External Finance Foundational knowledge on the various types of financial products available for startups, including both debt and equity options. Attendees will learn about the key characteristics of each funding type and important considerations for choosing the right type of finance for their business.

Thursday, 26th September 12pm - 1pm Online event

36 | ATHENA MAGAZINE

Companies House: Starting and Growing Your Company With Confidence Hear from Companies House and the Competition and Markets Authority (CMA) as they discuss changes to UK company law, competition rules and how understanding directors’ responsibilities can help you grow and run your business well.

Tuesday, 01st October 10:30am - 11:15am Online event

British Library: The Business Planning Toolkit Webinar Explore the two most effective methods – the Business Plan and The Business Model Canvas – and determine which best aligns with your business vision. Learn to identify your strengths and weaknesses, gain a competitive edge, and craft a comprehensive plan.

Tuesday, 01st October 1:30pm - 4pm Online event

How to Create a Successful Business Plan: a Workshop for Start-Ups Essential knowledge and understanding on crafting a successful business plan. This session will cover key elements such as market analysis, financial projections, competitive strategy, and operational planning.

Learn what makes a business plan compelling to investors and lenders, and gain practical tips on how to effectively present your vision and strategy.

Thursday, 03rd October 12pm - 1pm Online event

ATHENA MAGAZINE | 37

Sisters Are Doing It For Themselves Stacey Sheppard explores the Networking Organisations Helping Devon’s Women to Thrive

Six Degrees launch party in Bristol. Photography by Katheryn Goddard

The Women Making Networking Work

Approximately 450,000 business networking events took place across the UK in 2023 according

to

statistics

from

UKNetworker.

Anecdotal evidence would suggest that the majority of those in attendance were men and the seeming lack of sex disaggregated data makes it difficult to prove otherwise.

ATHENA MAGAZINE | 39

Women’s lack of access to valuable networks and the mentors and sponsors you would find within these networks is often cited as a major barrier to us starting and growing businesses or working our way up the corporate ladder.

Something that most women are acutely aware of.

Sarah Jepson is the founder of Six Degrees, a digital membership community for growthminded women. She says: “I kept looking around the networking rooms, thinking ‘Where are the women?’ My instinct told me that many had retreated from traditional events, finding them stuffy, salesy and male dominated.”

Exclusion and Isolation Sarah certainly isn’t the only woman to have had this experience of attending a networking event and says it can often be an uncomfortable

I kept looking around the networking rooms, thinking ‘Where are the women?’ My instinct told me that many had retreated from traditional events, finding them stuffy, salesy and male dominated.

experience for women. “Walking into a room where there are few women can be intimidating and can exacerbate feelings of isolation and exclusion,” says Sarah.

The so-called ‘old boys club’ can be difficult to penetrate,

particularly

in

male-dominated

industries. Consequently, many women struggle to operate within the power dynamics of traditional networking events finding them far too transactional and even exploitative.

Collaboration Over Competition Louise Jenner and Maureen Townsend are the co-founders of Devon Women in Business.

“Networking is crucial for business growth and career advancement,” says Maureen “but 40 | ATHENA MAGAZINE

Six Degrees Meet-Up. Photography by Rosie Parsons

traditional networking environments often present unique challenges for women, such as inconvenient timing, high-pressure pitches, and formal settings.

Our events create a safe and supportive environment where women can openly share their experiences and challenges without pressure. This leads to more meaningful connections and fosters a culture of collaboration over competition.”

Studies show that women are less likely to be motivated by personal advancement when it comes to networking and tend to focus more on building genuine and honest relationships. Sarah agrees: “I wanted to create a space that welcomed feminine energy, peer support, inspiration and authenticity,” she says.

“I didn't want to keep giving 60-second pitches in stale venues. I wanted fun, connection and inspirational conversations. Six Degrees was born to turn networking on its head and create something that felt easy, relaxed and nourishing.”

Undervaluing Contributions For many women, self-confidence can also be a barrier to networking as we often undervalue the contributions that we bring to a network and fear that we will take more from our networks than we can give. This unwarranted sense of imposter syndrome can lead to women vastly underutilizing our network and failing to forge relationships with people we deem to hold higher positions of power.

Caring Responsibilities It has also been well-documented that caring responsibilities represent a major barrier for women when it comes to networking. In fact, I wrote an article about the “networking penalty” that particularly affects women with children.

Data from the ONS shows that women do 60% more of the unpaid labour which leaves us unable to dedicate the necessary time to our career progression. We often shoulder the responsibility of care which makes it difficult to schedule the networking events around family

MIBA Meet-Up in Newton Abbott

ATHENA MAGAZINE | 41

obligations, whether that be caring for children or elderly relatives.

Networking breakfasts and after-work drinks present a timetable clash for many women who simply cannot carve out the necessary time to attend. This is just one of the reasons that we have

seen

a

proliferation

of

women-only

networking events cropping up in Devon and around the UK.

Child-friendly Networking Faye Dicker started the Freelance Mum Network precisely because she struggled to find a network

that

would

allow

her

to

juggle

motherhood around business. “Freelance Mum

Freelance Mum Meet-Up at Dartington Estate. Photography by Fran Minifie

was born of my own need,” says Faye. “I couldn't find a place for fellow 'freelance mums' and thought if it didn't exist, I would have to create it.

And so 'child-friendly networking, for mums in business' was launched.”

The Freelance Mum Network has hubs around the UK that meet in-person once a month for a netwalk, with or without children, plus once a week, for an online coffee morning that allows members from across the individual hubs to connect with the wider network.

“All childcare barriers are mitigated and the sessions are designed to fit into an already truncated day,” says Faye. “We don't judge. And we

don't

think

anyone

is

any

less

a

businesswoman for being a mother, or any less a mother for being a businesswoman.”

42 | ATHENA MAGAZINE

We don't think anyone is any less a businesswoman for being a mother, or any less a mother for being a businesswoman.

It was a similar story for the Mums in Business (MIB) group run by Charlotte Harrison in Newton Abbot. MIB is actually a global organisation founded by Leona Burton but in-person networking events are run by local leaders like Charlotte.

“Women, and mums particularly, face challenges when it comes to networking,” says Charlotte. “Juggling all the roles, being mum, business owner, cleaner, shopper, wife and all the other things is tough. So networking isn't always easy. I decided to start a MIB group in Newton Abbot to address these challenges and create a supportive environment for all women entrepreneurs. The aim was to establish a community where women could connect, share experiences, and support each other on their business journeys without having to organise childcare.”

Freelance Mum Meet-Up at Dartington Estate. Photography by Fran Minifie

These women-only networking organisations have clearly understood the challenges and barriers faced by women and have created environments that allow women to connect and grow, without fear of judgement, in a way that works for them at a convenient time.

Previously excluded women are being welcomed into a warm and encouraging environment that lets them access the benefits of networking on their own terms.

ATHENA MAGAZINE | 43

Business as Unusual Something that makes all these women-only networks special is that the focus isn’t purely business. The founders recognise that in order to thrive in business, women need to take care of their wider needs and doing so in community is what is needed.

“We have a wellness first approach to everything we do,” says Sarah. “Life can be tough, challenging and darn right lonely sometimes. Our mission is to create holistic support for women, offering personal and professional development but always with a mindfulness twist.”

Devon Women in Business events often incorporate activities that you wouldn’t expect to find at a traditional male-dominated networking event.

“Many of our in-person events incorporate activities that give attendees a common starting point for conversations,” says Maureen. “Examples include our mini retreats with meditation and alpaca visits, or a networking lunch paired with pottery painting for those who enjoy creativity.”

Traditional networking events may not be working for women, but female-led organisations across Devon are taking matters into their own hands and in the words of Annie Lennox: “Sisters are doing it for themselves”.

Six Degrees launch at The Pig. Photography by Rosie Parsons.

44 | ATHENA MAGAZINE

Networking Events Your list of local networking events in and around Devon Weekly Link Up Torbay Weekly breakfast networking meeting at The Imperial Hotel in Torquay. Excludes duplicate businesses so check before booking.

Book tickets here

Monthly Freelance Mum Meeting monthly at Dartington Estate in South Devon, see

Boost Your Business Network

Devon Women in Business

Monthly business events

Monthly events including

hosted by James Court and

networking, coworking and

held at Exeter Golf & Country

retreats. Check info on

Club.

website..

Book tickets here

devonwomeninbusiness.com

LinkedIn Local

The Tribe

LinkedIn Local events take

Various networking events

place around the county.

take place throughout the

We’re too tired at this point to

month. Sign up to newsletter

find the info. A quick Google

for information.

should bring them up! There is

www.thetribecoworking.co.uk

defo one in Sidmouth and I

website for dates and booking

think in Totnes.

info. Free trial available.

Dawlish Business Breakfast

www.freelancemum.co.uk

A delightful morning of

Chamber of Commerce

friendly networking with a

Local Chambers of Commerce hold regular networking

delicious breakfast. Held at The Smugglers Inn in Dawlish.

September Torbay Business Network Meeting at The Redcliffe Hotel in Paignton on 27th September..

events. Check your local

Book tickets here

Book tickets here

Chamber for details.

Six Degrees

Westcountry Business

Meetings for members and

Summit 2024

non members. Check website

A day of networking, learning,

for details.

and growth with keynote

sixdegrees-group.com

speakers. Held at The Pig in

devonchamber.co.uk Your Partnerships Monthly breakfast networking in Newton Abbot at The Dartmoor Halfway Inn. Book tickets here Your Partnerships Monthly evening networking in Paignton at The Mercure Hotel.

Book tickets here Small Business Vibes Monthly in-person networking events for women. Meetings held at Wine Hub Devon in Exmouth.

Book tickets here

MIB Newton Abbot Child-friendly, in-person networking events for women.

Check website for venue details. mib.international/events Lyme Bay Ladies Monthly events in Exeter and Axminster to bring local ladies together for friendship and business networking Book tickets here

Combe on 25th September.

Book ticket here

October Six O’Clock Club Business networking where entrepreneurs, innovators and investors connect. Held at News Cafe Plymouth.

Book tickets here ATHENA MAGAZINE | 45

The Magic of Third Spaces Can Devon’s Work Hubs Help Us Reclaim Community, Connection and Creativity?

Working for yourself or working remotely from home alone often sounds like a dream that many of us aspire to. However, research has shown that this is often not the case and can be problematic for those of us who find ourselves in this situation long-term.

More Risk Factors for Women "However, research has found that self-employed women are at higher risk of mental illness compared to men. A report entitled The State of Female Entrepreneur Mental Health

by Resurgo in 2020 stated that not only do women have more risk

Small Businesses & Mental Health

factors when it comes to mental health, we also have less protective

A 2023 study from Simply Business

factors than the average population.

revealed that 56 per cent of small

Add to this the fact that the support

business owners in the UK have

mechanisms to support women as

experienced poor mental health over

we start and grow our businesses

the

are woefully inadequate and it is

past

12

months.

Of

those

surveyed, 59 per cent revealed they

easy

suffer from anxiety, 38 per cent with

vulnerable to mental health issues.

to

see

why

we

are

so

depression, and 22 per cent reported experiencing feelings of loneliness.

One in three also experience burnout at work.

Personal Preferences Working from home alone can serve ATHENA MAGAZINE | 47

The Tribe in Berry Pomeroy. Photography by Becky Craven

to exacerbate mental health issues and feelings of loneliness and isolation. So, it is always a good idea to find alternatives to working from home that allow you to protect your mental health and studies show that ‘third places’ could be the key to maintaining our sense of wellbeing.

What are ‘Third Places’?

In his 1989 book, The Great Good Place, sociologist Ray Oldenberg refers to ‘third places’ where people spend time between home ('first' place) and work ('second' place). He also sets out criteria for what defines a ‘third place’. He says they: Are located on neutral ground Act as a social leveller Are accessible and accommodating Have regulars Keep a low profile (they’re comfortable but understated) Have a playful mood Are a home away from home Focus on conversation and company

ATHENA MAGAZINE | 49

Coworking Spaces as Third Places Whilst coworking spaces didn’t technically exist when Oldenburg wrote his book, they certainly fit the definition of a ‘third place’. They provide somewhere we can relax, enjoy ourselves, and engage with different types of people outside of the home. They are places where hierarchies don’t exist, where productivity is not demanded, and

where

we

can

connect,

create

and

collaborate. Coworking spaces help build the communities we are so sorely lacking if we work from home.

Devon Work Hubs Devon Work Hubs is a network of over 20 coworking

spaces

and

flexible

workspaces

spread across Devon. Each one independently

The Tribe in Berry Pomeroy.

Photography by Becky Craven

run, locally focused and designed specifically to help their communities flourish. Whether you are looking for a space for book lovers, makers and artists, waffle afficionados, social entrepreneurs, outdoor adventurers, or female entrepreneurs, you can find it in Devon.

For those who work from home, who miss working

with

interactions

colleagues, and

feeling

having

in-person

that

sense

of

camaraderie and connection, these spaces can fill that void and help overcome the loneliness and isolation that comes from working for yourself or from home.

Work Hub for Women The Tribe is a coworking space in Berry Pomeroy, Totnes that is designed specifically for women. Stacey Sheppard opened it in 2020 as a result of her own loneliness and isolation running her own business as a professional blogger, content creator and freelance writer.

50 | ATHENA MAGAZINE

Coworking spaces are places where hierarchies don’t exist, where productivity is not demanded, and where we can connect, create and collaborate.

“I was facing many challenges being self-employed which were further compounded by the additional obstacles that we face as women in business,” explains Stacey. “I recognised the potential of coworking to help self-employed women and female business owners find a support network and create a sense of community that is often missing when you work for yourself. I opened The Tribe specifically to help women navigate these challenges.”

The Hub is the workspace inside the Bookery in Crediton

Freelancer Friendly "We find freelancers use our space to give them a break from working at home,” says Claire Lewis from The Hub at The Bookery in Crediton. “Coworking centres provide a distraction-free environment to get some serious work done, but also a unique opportunity to meet and chat with other professionals over a coffee."

Community & Connection The Generator is a workspace on Exeter’s historic quayside

The Tavistock Enterprise Hub organises regular events that encourage members to ATHENA MAGAZINE | 51

network and collaborate. “We have a monthly ladies-only and a monthly open, super- casual networking lunch. It's free, no pressure to spend money or arrive on time because people are waiting to order food etc. You bring your own lunch, we provide tea and coffee, and the conversation goes all over the place. It's about getting to know people instead of focusing on trying to get leads,” says hub manager Rhiannon Spurgeon who has been running the hub for 10 years.

“On a personal front,” she says, “working in a place like the Hub has been a sanity saver for me. I’ve built a huge local network that has given me the sense of having a hometown for the first time in my life. Coworking is a brilliant way to establish yourself in a new place.”

Kindred Spirits & Cheerleaders The libraries in Teignmouth and Newton Abbot have their own Work:Space for coworking. Rachel Payne, Business Development and Fundraising Manager at Libraries Unlimited says: “It's more than making contacts and securing contracts, it's finding that kindred spirit or cheerleader to help you feel less alone as a small business owner or entrepreneur. Each coworking event, talk, conversation can open your mind to new ideas, strategies, and solutions.”

Work-Life Balance Lou at the Generator Hub in Exeter says: “When you work from home the separation of your domestic and professional life can become blurred. It might be handy at times to be in your home environment and yet other days it can feel isolating or you can find yourself distracted. That quickly affects motivation levels.”

She continues: “Many of our hot deskers report enjoying the café-style community kitchen and the laid-back, friendly atmosphere of our open plan coworking space. Our sense of community is definitely the thing we pride ourselves on. With a bustling community of 200 members, it's incredibly easy to form collaborations, find running partners, friends to go on nights out with and generally build your network. It’s great for those who are new to the area and locals alike. Pretty much everyone is here because it helps their mental health to connect with others but also their productivity - they get way more done in a day here! That's the magic of coworking!”

Pressure-Free Networking Sarah Cooke is the founder of Smart Cookie Virtual Assistant and a Jelly South West ambassador. She has been hosting a monthly Jelly coworking session at 52 | ATHENA MAGAZINE

The Generator in Exeter since 2021 and says: “Many of the people who attend the Jelly sessions are self-employed or lone workers and this community is invaluable in providing relief from the isolation that can be felt as a freelancer.

Knowledge is shared, assistance provided, and friendships made. Coworking is a great way to meet new people and form collaborations without the pressure some feel from networking where you have to pitch or sell yourself. You also get work done at the same time! I'd encourage anyone to give it a try.”

Chris Davy, Economic Development Officer at Devon County Council oversees the Devon Work Hubs network. He says: “Devon is fortunate to have the Devon Work Hubs network, which is an ever-evolving group of work hubs located all across the county. This means that wherever you are there is a space for you and people that can support you.”

To find your nearest work hub visit the Devon Work Hubs website www.devonworkhubs.co.uk

ATHENA MAGAZINE | 53

Inspiring Woman

Inspiring the Next Generation of Girls

Sarah Abrahams, in partnership with Exeter City Council, is the founder of Empowering Girls.

She is on a mission to help young girls raise their aspirations, build confidence

and

break

down

gender

stereotypes

by

connecting them to female role models in the local business community. economy.empoweringgirlsmailbox@devon.gov.uk ATHENA MAGAZINE | 55

Can you tell us a bit about

Who inspired you to be a leader

yourself?

and how?

I am a proud Devonian, who has

Without a doubt, my mother has

travelled and lived in a number of

inspired me as I've watched her

countries.

move

I

went

to

a

local

from

1:1

counselling

to

grammar school before attending

working with communities in South

Exeter College. My Fine Art degree

Africa and Europe. Her ability to

prepared me well for the world of

connect

finance (!) where I have had a

make

varied career, working for several

empower them to bravely build

large

their own skills has been quite

corporations,

before

stepping off the career ladder

with

people,

them

feel

instantly

valued

and

inspiring to see.

completely for four years to spend time with my children. My most successful years, however, have been since my career break.

What

inspired

you

to

How have you built confidence and resilience throughout your career?

start

Empowering Girls?

My confidence has been built from a

foundation

of

support

and

positive narrative from others and I feel privileged to have a family

from trying new things and finding

who made me feel like anything

out I’m actually ok at them. I seek

was possible through the choices I

feedback from people I trust and

made and hard work. I was

actively seek to improve where I

fortunate to be surrounded by

can.

different female role models.

With Empowering Girls, I wanted to

If there is one message that you

give back, and use my privilege

want our readers to hear, what is

and skills to make a difference. I

it?

wanted to help young girls raise their aspirations, build confidence

Believe

and

capable of more than you dare to

break

down

gender

stereotypes by connecting them to

in

yourself.

You

are

dream.

female role models in the local business community.

ATHENA MAGAZINE | 57

Advertorial

Law & Order Why Your Business Needs Protection from Day One

By K&K Legal Consulting kkbservices.com

The world of legalities isn't the most glamorous part of running your business.

It's easy to get wrapped up in the excitement of your venture and push those legal essentials onto the back burner. But, ignoring these important aspects can lead to bigger headaches down the line.

It’s important to face the legal must-dos head-on, understand the risks of neglecting them, and explore how you can get started even if you’re working with a tight budget.

Why You Can't Ignore the Legal Stuff As a female entrepreneur or small business owner, you’ve got a lot on your plate. We know because we talk from experience after setting up K&K Legal Consulting six years ago. We know you're wearing many hats – from bookkeeper and marketer to social media guru and administrator – and that's all before you even start on client work to earn some pennies! It's no wonder the legal side often gets overlooked.

58 | ATHENA MAGAZINE

However, having the right legal documents in place isn't just a formality – it's your safety net.

Whether

it's

intellectual

protecting

property,

your

ensuring

projects run smoothly, or staying compliant with regulations, these documents protect your business from potential pitfalls.

Risks of Skipping Legals The risks of ignoring your legal responsibilities can be significant.

Without

proper

contracts,

you

might face disputes with clients that

could

have

been

Kate Bunn

easily

avoided.

Failing to have a Privacy Policy or Cookie Policy could land you in hot water

with

authorities.

data And

protection

without

clear

Terms of Sale, you could end up in a tricky situation with unhappy customers.

That’s not all, understanding key regulations and legislation that are specific to the business you run is equally as important. We are not saying you need to know these inside out, but having a basic Kirsty Gibbons

understanding

could

be

the

difference between you facing a fine or not!

ATHENA MAGAZINE | 59

The Five

Key Legal Essentials 1. Privacy Policy If your website collects personal data (think names, email addresses, payment info), a Privacy Policy is non-negotiable. It’s all about transparency – letting users know how you collect, use, store, and protect their data. Plus, it helps you stay on the right side of data protection laws like GDPR. The ICO (Information Commissioner’s Office) has published guidance saying even if you don’t have a website, but collect personal data electronically (by email), you should have a Privacy Policy.

Remember to register with the ICO. If you have – well done. If you don’t have a clue what we’re talking about head to their website here. 99% of businesses need to register, it’s a legal requirement.

2. Cookie Policy If your website uses cookies to track user activity, a Cookie Policy is a must. This document explains the types of cookies you use, their purpose, and how users can manage their preferences. A clear Cookie Policy keeps you compliant and your users informed.

3. Client Contracts and Terms of Service When working with clients, a solid contract is your best friend. At the bare minimum, it should set out the scope of work, payment terms, deadlines, and what happens if things go wrong. If you’re on a budget, you can use an industryspecific template written by a lawyer that you can easily customise.

Don’t be tempted to copy and paste from other businesses. Firstly, you don’t know whether it’s even correct and secondly, you will be in breach of copyright – especially if the legal document was originally drafted by a lawyer.

60 | ATHENA MAGAZINE

4. Terms of Sale If you sell products or services directly from your website, you need Terms of Sale. This document covers payment methods, delivery policies, returns and refunds, and any warranties. Clear Terms of Sale prevent disputes and ensure everyone understands the rules of the transaction. if you’re selling to consumers, you must, by law, tell them certain things. The best way to do this is in your Terms of Sale.

5. Intellectual Property (IP) Understanding and protecting your IP is crucial, especially for creative entrepreneurs. Whether you're a writer, designer, or photographer, having clear IP clauses in your contract or terms and conditions ensures you retain ownership of your creations, if that’s what you want. Make sure your contracts are clear on this point to avoid any disputes and so everyone knows where they stand.

Always include a copyright notice on any materials you sell or share to deter infringement.

ATHENA MAGAZINE | 61

Secrets to a Stress-free Self-Assessment Season

By Josie Dayment As a businesswoman, you almost certainly want a stress-free self-assessment season. Yet, every year, as January looms, many of us find ourselves scrambling through piles of paperwork, receipts and invoices wondering how we got here again.

The reality is that self-assessment doesn’t have to be a nerve-wracking, last-minute scramble. With a little preparation you can make tax season manageable.

Photography by Girl Behind The Lens

Early Submission is Key There is no doubt that filing your self-assessment before the January rush is one of the best ways to get ahead of the game. It brings clarity, planning time and peace of mind. This simple step can transform how business owners manage their finances and by extension their businesses.

Early filing allows you to review valuable insights into your business’ performance at a point in the year when the figures are still relevant. Use this time to review what’s working and what isn’t, so you can make confident decisions, such as cutting unnecessary costs or investing in thriving areas.

62 | ATHENA MAGAZINE

Whatever the outcome, we will have the knowledge to face it head-on and take action.

Early submission also helps with cash flow planning. Filing early doesn’t mean paying HMRC right away. Instead, it gives you time to set aside funds. If savings are short or an unexpected payment on account pops up, you have time to make a plan. Lower tax bill than expected? Now you can plan how to spend that extra cash for growth or celebrate with a small treat for yourself!

How to Tackle Your Self-Assessment Firstly, get your income records in order. This means pulling together everything relating to your income over the past financial year. If you’ve been using accounting software (all hail Xero!), this step is a breeze. But if not, it’s time to go through those invoices, check your bank statements, and ensure you have a full picture of your earnings. If you have multiple income streams like freelance work, rental income or investments, HMRC will want to know about them all.

Next, take stock of your expenses. Claiming legitimate business expenses can significantly reduce your tax bill. Whether it’s the cost of that new laptop, travel expenses for client meetings or even part of your home office costs, make sure you have your receipts and records at the ready. If you’ve kept these tidy through the year, great. If not, gather everything together and start adding it up.

Not sure what counts as a business expense? HMRC’s website has a helpful list of allowable expenses.

If you are not yet using accounting software then a spreadsheet can work just as well. Create columns for dates, descriptions, amounts and categories and schedule a weekly fifteen-minute session in your calendar to update it. Trust me, this will keep your finances in order and make your next self-assessment deadline a breeze. There’s no getting away from the fact that self-assessment is part of running a business, but it doesn’t have to be the part that keeps you up at night.

Josie Dayment, founder of JD Bookkeeping, is a qualified bookkeeper and Xero advisor.

She specialises in helping female business owners understand their finances and make business decisions with confidence. www.jdbookkeeping.com

ATHENA MAGAZINE | 63

Business Support:

Where to Find Business Support

By Stacey Sheppard

BIPC Devon The Business & IP Centre, Devon, provides

free

business

support,

resources & events to help business owners, start-ups, entrepreneurs and inventors start, or grow a business.

They offer expert one-to-one help, database access, networking events, webinars, workshops, grants and other business resources.

You can also book free 1:1 sessions with their roster of local subject matter experts on topics from branding, and marketing to finance and sales.

There is even a course designed specifically for women in business. https://bipc.librariesunlimited.org.uk/

Business Information Point Business Information Point offers a range of fully-funded support programmes for both small businesses and the farming community throughout the South West. https://businessinfopoint.co.uk/

ATHENA MAGAZINE | 65

Cosmic Cosmic is a Social Enterprise which specialises in digital skills training, digital consultancy, IT technical support and website development.

It helps people identify their digital need

and

to

progress

with

their

ambitions. www.cosmic.org.uk

Learn Devon Learn Devon is Devon County Council’s adult education provider offering free online or face-to-face learning options to adult learners across Devon. Courses include team leadership, enterprise and self-employment. www.learndevon.co.uk

North Devon + North Devon + is the economic delivery agency for the area, working with Torridge District Council, North Devon Council, Devon County Council and the private sector to deliver projects and initiatives that support business growth, improve the quality of life and address social inequalities. northdevonplus.co.uk

Digital Link Free, fully funded 1-2-1 Digital Business Support for small businesses in Devon, Somerset, Plymouth and Torbay. Access Digital Guides, workshops, free digital courses and book 1-2-1 support with our Digital Business Advisers. www.heartofswgrowthhub.co.uk/digital-link/

ATHENA MAGAZINE | 67

Advertorial

No More Boring Stock Videos Build Your Brand With Lifestyle Stock Vertical Videos

By Becky Craven

Step Off the Content Treadmill

Running a business can feel a bit like you’re on a content treadmill, having to produce endless social media posts and now having to throw video

into

the

mix.

It

quickly

becomes

overwhelming and yet another task that slips to the bottom of the to-do list. But what if there was a way to create content quickly and easily?

Crows Nest Content is a vertical video stock library business

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68 | ATHENA MAGAZINE

Join the Monthly Membership The monthly membership gives you access to an online gallery of ready-to-use,

perfectly

sized

aesthetic videos to get your business standing out online, with ease.

All the stock videos are made in the South West, featuring British landscape and scenery.

The videos are specifically tailored for use on platforms like Instagram, TikTok, YouTube Shorts and Pinterest. Use the videos to create content for your own brand or the client accounts that you manage.

Designer Branding on a DIY Budget Small businesses have tight marketing budgets which

often

don’t

stretch

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professional

photography and videography. While big brands are paying thousands for creative marketing content, smaller brands need accessible and affordable assets for their business.

My goal with Crows Nest Content membership is to offer commercial quality imagery and up-todate marketing advice that is affordable for solopreneurs and small businesses.

Download 15 free videos www.crowsnestcontent.co.uk/free-videos ATHENA MAGAZINE | 69

The Myth Of Balance

Years ago (in a life before children) a wise, old, friend of mine let me into a secret. She said ‘There is no such thing as ‘the balance’.

What

By Faye Dicker As I write this, September is just beginning and autumn is beginning to unfold. It’s the final days of the summer holidays and in less than 48 hours, ‘the old routines’ will be in place.

By the time you read this, the summer holidays will be a distant memory, school shoes will be scuffed, school runs complete and the work/life juggle, back in the

works

one

day,

doesn’t work the next. It’s a myth that all of us are chasing’.

It stuck with me – perhaps it’s easier to forget ‘the balance’ and accept you’re more

likely

to

see

rainbow unicorn, than you are to find ‘the balance’.

You certainly are in my house.

balance. We’ll be counting down to half term and planning the next escape.

And somewhere, in the midst of it, there’s the very important task of running your actual business. The thing you feel called to do and forms part of your identity (not to mention pays the bills).

You’re a mother, a freelancer, a partner, a friend, a content creator, a marketer, a mentor, an accountant, an unstoppable warrior, who is spearheading the way and role modelling for the next generation, while running your own amazing business.

And just how do you do it? Wear all the hats and factor in some ‘me time’ every day?

70 | ATHENA MAGAZINE

a

Photography by Adele Williams

On our last summer holiday, for the

Freelance

first time ever, I decided NOT to

Williams, has a great turn of phrase

pretend I wasn’t going to check my

she uses for some people in business

emails. It felt like a futile act, when I

‘Quiet

checked

day

makers, who make a difference

anyway. Instead, I unapologetically,

every day, just by going about their

explained to my family I would be

ways and being themselves. Quietly

looking once a day, as that helped

calling out what needs to be done

‘keep my brain in check’. I wasn’t

and creating an accidental following

tearing off to do any actual work, just

in the process. The ones who aren’t

keeping a light touch on things.

comfortable on camera, but just set

my

inbox

once

a

photographer,

disruptors’.

The

Adele

change

about their purpose, every day.

It suited me well. I liked the happy place my brain went to, when I

As a mum in business, who has

checked in and also gave me the

followed her calling for over a

peace I needed to enjoy the rest of

decade now, I can relate to this term.

the break.

Though I’m probably not very ‘quiet’ about it and tend to gravitate

I know I’m not alone in this.

towards a camera or microphone, but I take her point!

On discussing this with fellow mums in business, they admitted they did the

The way I see it, you’re only here

same – not through ‘having to’, but

once and if you get to do the thing

‘wanting to’. Boundaries still firmly in

you love, while surrounding yourself

place, but life feels very different

with the people you love, then isn’t

when you love what you do and don’t

that a privilege?

want to switch that part off.

I’m not sure I’m ready to find ‘the I’m a big believer that between us, we

balance’, I’d sooner have fun making

can do anything. You just need to

it up as I go along and enjoy

have the right community in place.

freelancing in all the seasons.

And the great thing about running your own business, is you get to write the rules – write your own holy grail of ‘how to make it happen’.

Faye Dicker Freelance Mums www.freelancemum.co.uk ATHENA MAGAZINE | 71

Business Directory A great resource of fantastic female-led businesses in Devon, listed by sector Beauty Services

Business Services

Cornflower Accountants Accountancy practice with a

Beauty by Jazz Kelly

Q-Solutions VA Ltd

Professional Makeup Artist

We provide support to small

and Beauty Therapist.

business owners with general

Specialising in Wedding

admin, social media and

Makeup & Nails. Based at

lifestyle management from

FOAK in Kingsbridge.

£35 an hour

www.beautybyjazzkelly.co.uk

www.qsolutionsva.co.uk

Coast Hair Design

IndieBrandBuilder

We provide consistent, quality

Skyrocket your success with

hair services to our guests in a

our unique blend of brand

comfortable, welcoming &

strategy, webdesign, and

professional environment.

digital wizardry. Create Calm,

www.coasthairdesign.com

Live Bold.

range of services available.

Client-focused and dynamic, making tax less daunting for all! www.cornfloweraccountants. co.uk Lottie Dainton Luxe copywriting studio curating website copy & marketing for brands. Elevate your brand through the power of words. www.lottiedainton.co.uk

www.indiebrandbuilder.com

Home

Evie Beauty Book in for Semi Permanent

The Indispensary Limited

Make Up, Lashes, Brows,

Award wining Virtual PA

Floofs & Scroofs

Facials and skincare for the

services for charities and small

Professional Dog Walking

ultimate transformations.

businesses

Service in Torbay. Solo &

www.facebook.com/evieebe

www.theindispensary.co.uk

group walks from £15.

Fully insured, DBS checked &

auty Montgomery & Associates

First Aid Trained.

Permanent Makeup By

Business coaching, Consulting,

www.floofsandscroofs.co.uk

Hayley

& Interim Executive Solutions.

Bespoke Permanent makeup

www.tiffanimontgomery.com

Fushia Design Expert home staging & styling.

& fine line tattoo service.

Treatments include eyebrows

The Tribe

Transforming homes to

eyeliner & lip blush. Free

Coworking space for women

attract buyers, helping you

consultation

that provides support to start

achieve a faster sale at the

www.pmubyhayley.com

and grow businesses, build

best price

your network & overcome

www.fushiadesign.com

challenges. www.thetribecoworking.co.uk 72 | ATHENA MAGAZINE

Business Directory Products & Gifts Bespoke + Local Curated luxury gift boxes celebrating the craftsmanship of Devon's finest artisans to match your recipient's tastes www.bespokeandlocal.co.uk Wild Rising Skincare 100% natural, plant-based & organic skincare products handmade in Devon. Get 15% off using code: ATHENA www.wildrisingskincare.com Planet Saz Designs Unique, vibrant, lightweight jewellery crafted with vitreous enamel, blending traditional techniques with modern design www.planetsazdesigns.co.uk Laser and Grain Bespoke laser engraving for small businesses with a focus on sustainability. QR codes, signage, merchandise, POS & more www.laserandgrain.co.uk

Pure Images

Coached by Matthews

Inspired by nature - explore

Expert online personal training

the collection of beautiful

for women's health and

images available as framed

autoimmunity. Tailored

prints, greeting cards & gifts.

workouts & nutrition guidance.

www.pureimages.co.uk

www.coachedbymatthews.com

Becki Leigh Studios

Marilu Wren | Energy Coach

Illustrator & entrepreneur,

I help women facing adversity

designing happy stationery &

to release stress & shock, find

heartfelt gifts to bring joy &

balance & build resilience

inspiration to every occasion

using EFT & Energy Medicine.

www.beckileighstudios.com

www.energy-coaching.co.uk

Ipplepetals

Invisible Thread Parent

Get professional photos for

Coaching

your website, marketing and

Support for parents with

social media. Options from

children displaying challenging

only £50

behaviours, particularly

www.facebook.com/ipplepetals

anxiety & aggression. Devon & Online.

Lou Griffiths Art I'm a pyrography & paint wood artist creating

Empowered Human Design

handcrafted native wood art

Personalised failsafe tools to

& homeware inspired by the

make you feel fantastic about

nature & coast.

yourself so you can rock life,

www.lougriffithsart.co.uk

business and parenting www.empoweredhumandesign.com

Health & Wellness Just Ginger Delicious homemade gingerbread biscuits & personalized gifts for any occasion. Plus decorating kits, workshops and more www.jaykayfee.wixsite.com/justginger

www.invisiblethreadpc.com

Signature Sound Therapies Transformative Sound Therapy experiences for relaxation, balance & wellbeing. Visit the Website & Socials to learn more

The Mulberry Rooms Dedicated wellness centre in semi-rural South Devon.

Offering a range of complementary therapies, classes and workshops www.themulberryrooms.com

www.signaturesoundtherapies.co.uk

ATHENA MAGAZINE | 73

Business Directory Heart of Torbay CIC A mental well-being organisation offering creative business solutions, coaching & training across the South West www.heartoftorbaycic.com

Move Over Menopause CPD accredited Menopause workshops & bespoke 1:1's.

Offering info, guidance & knowledge in a supportive environment www.moveover-menopause.com

Rewilding Family Home education support services; online courses, webinars and individual family support. www.rewildingfamily.com Coastal Reflexology Reflexology, a touch complimentary therapy, offers a holistic approach to wellness, natural healing for body and mind. www.facebook.com/coastalreflexology

Moksa Natural skincare + wellness rituals inspired by Ayurveda, rooted in nature.

Feel good in your own skin, naturally. www.moksa.co.uk

Mindworks Meditation

Michelmores Full-service national law firm with a core sector in technology and innovation & facilitating an Angel Investor Network www.michelmores.com

Parents & Children

A joyful and modern approach to meditation,

Hayley Anderson

making all the benefits

Herbalist, birth story listening

accessible for even the

therapist & fertility awareness

busiest people!

educator. 1:1 support, courses &

www.mindworksmeditation.co.uk

locally grown herbs. www.hayleyanderson.co.uk

Evolve Hypnotherapy Devon

Jolly Melodies Music

Solution focused clinical

Weekly music sessions for

hypnotherapy and talking

babies, toddlers and pre-

therapy specialising in

schoolers and their grownups

Anxiety, Trauma and

- fun, lively and educational

Bereavement

www.thejollymelodiesmusicc

www.evolve-hypnotherapy.co.uk

ompany.co.uk/kingsteignton Bubbalou Paediatric Physiotherapy, Developmental Play Groups and Baby Massage

Karyna Squibb Counselling and Psychotherapy A safe & trusted space to support with anxiety, depression, grief, loss, infidelity, low self esteem, domestic abuse www.karynasquibbcounselling.com

Legal

www.bubbalou.co.uk

KMD Wills & Estate Planning

Forevermore Castings

Friendly estate planning: Wills, Trusts & Power of Attorney. Flexible, affordable services at home or online. www.kmdwills.co.uk

3D castings of hands and feet from newborns to adults, create gorgeous keepsakes and unique gifts for all occasions! www.facebook.com/forever morecastings

74 | ATHENA MAGAZINE

Business Directory Tangled With Nature

Red Hat Events

Fran Minifie Photography

Woodland play, learning &

Event planning & production.

Professional photos for your

wellbeing for children & adults.

https://linktr.ee/RedHevents

website marketing & socials.

Forest school, woodland parties & women's wellness retreats.

Options from only £50. Plus

Photography Services

www.tangledwithnature.co.uk Mini First Aid Exeter & South Devon Informal, relaxed, award winning paediatric First Aid Training for parents, grandparents & carers.

Dragon's Den winners www.exeter.minifirstaid.co.uk

Parties & Events Three Little Kiwi's

businesses

Styling By Charlotte Freelance content creation & photoshoot styling for fashion, food, drink & lifestyle brands for social media & marketing www.stylingbycharlotte.uk Melyn Moon Photography Professional photography for eco-conscious businesses, artists & community groups.

Subscriptions & one-off options www.melynmoonphoto.myportfolio.com

Newton Abbot Balloon & events company supplying birthdays, weddings, Pamper Sessions, Picnic Parties & Movie Night Hire www.threelittlekiwisevents.co.uk

marketing help for small

Galactic Growth Studio Content creation haven in the heart of Plymouth. Peaceful, studio with lots of natural light and props. From £18 p/h

www.franminifiephotography.co.uk

Travel Clare Payne Travel Personal Travel Consultant for leisure and business travel.

Five star Trust Pilot Reviews, bespoke and personal service www.travelcounsellors.com/clare.payne

Tess Stuber - Travel Counsellor I take the hassle out of looking for & booking your holiday.

100% financially ATOL protected, and available 24/7 www.travelcounsellors.co.uk/tess.stuber

www.galacticgrowthstudio.co.uk

Would you like to see your listing here, or advertise in our magazine?

Book advertising space in our next issue or book your directory listing: hello@athenamagazine.co.uk

ATHENA MAGAZINE | 75

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magazine Photo by Becky Craven

Copyright 2024. All rights reserved www.athenamagazine.co.uk hello@athenamagazine.co.uk Thank you for supporting our magazine.

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