Empowering business growth through financial expertise

By Elsa Caleb. Elsa Caleb Ltd and Director of West London Chambers

The Forge@ParkRoyal is a business support, recruitment and upskilling service dedicated to supporting businesses and connecting them with a local talent pool of jobseekers in Brent, Ealing and Hammersmith & Fulham. It offers bespoke support through a panel of specialists in marketing, finance, business operations, and specific advice for creative and food manufacturing sectors.

Elsa Caleb is one of five specialists that were commissioned by the The Forge to deliver support to local businesses. Elsa is a Financial Specialist, and her role focuses on strengthening businesses by addressing financial and operational challenges, paving the way for long-term growth and success. She has supported a range of businesses, from startups to well-established enterprises. seven towns tell the story of countless generations of families who have made the move to our great city, whether seeking out a better life or fleeing from war or persecution. By becoming a Borough of Sanctuary, we set out our commitment to create a place for people who are fleeing violence and persecution.”

Elsa’s expertise lies in guiding businesses through funding processes, offering tailored advice for securing loans, grants, and sponsorships. She assists in preparing financial forecasts, cash flow analyses, and business models to help businesses present strong cases to potential funders. Moreover, Elsa advises businesses on the importance of legal frameworks. She guides them through changes in company status and clarifies the responsibilities of different legal structures, enabling informed decisionmaking.

Startups benefit from her guidance on market research, marketing strategies, and financial planning, building a robust foundation for their ventures. For established businesses, she optimises operational procedures, identifies expansion opportunities, and creates sustainable business models.

Working with The Forge, Elsa combines workshops, personalised sessions, and strategic planning to address current business issues while promoting sustainable growth. The solutions equip businesses to compete in the market and achieve future success.

Elsa’s dynamic and impactful role not only fosters business resilience but also contributes significantly to organisational success.

Council Leader Peter Mason