Business Circle Magazine - Q1 2025

Editor’s Notes.

Welcome to the first edition of Business Circle for 2025, a year poised to offer abundant opportunities alongside unique challenges for entrepreneurs and SMEs alike. This quarter, we have curated a compelling blend of expert insights, thought leadership and actionable strategies designed specifically to empower and inspire business leaders navigating today’s complex and dynamic markets.

Our front cover article delves into harnessing Generation Z consumer behaviour, offering valuable insights into how businesses can effectively engage and captivate this influential demographic. We go on to explore the profound impact of brand authenticity in fostering lasting customer relationships. In an era where trust and transparency reign supreme, businesses that champion authenticity, consistency, and genuine engagement are setting themselves distinctly apart. Complementing this, our detailed guide to launching successful digital products underscores the necessity of meticulous market validation, agile scalability, and strategic marketing as cornerstones for sustainable business growth.

We also examine the crucial role ethical business practices play in enhancing corporate credibility and resilience, emphasising that integrity is not simply virtuous but strategically essential for long-term success. Additionally, the evolving landscape of retail is carefully dissected, revealing how a harmonious integration of digital efficiency with the tactile appeal of physical retail environments can create unparalleled consumer experiences.

Our unwavering goal at Business Circle remains to equip you, our readers, with insightful, timely, and practical guidance. We trust this edition will serve as an essential companion on your continued journey toward innovation, prosperity, and sustainable success.

Thank you for your readership, and here’s to a rewarding and transformative quarter ahead.

Sincerely,

Editor - Business Circle Magazine

Concrete Steps to Building Brand Authenticity.

In a marketplace saturated with options, authenticity is the defining factor that separates thriving brands from those struggling for relevance. Businesses that commit to genuine engagement, transparency, and consistency build lasting relationships with their audiences.

Brand authenticity has become one of the most valuable assets in modern business. In an age where consumers are more discerning and informed than ever before, authenticity is no longer a marketing buzzword but a fundamental requirement for establishing trust and loyalty. A brand that embodies authenticity resonates with its audience on a deeper level, fostering emotional connections that drive long-term engagement and advocacy. This shift in consumer expectations has made it imperative for businesses, especially small enterprises, to go beyond traditional marketing tactics and cultivate a brand identity rooted in sincerity, integrity, and meaningful values.

The Role of Transparency in Building Trust

One of the most essential components of brand authenticity is transparency. Businesses that operate with openness and honesty foster trust among consumers, who are increasingly wary of misleading advertising, exaggerated claims, and opaque business practices. Transparency extends beyond simply disclosing product ingredients or pricing—it encompasses clear communication about business operations, sourcing methods, corporate values, and customer relationships. In today’s digital landscape, where information is readily accessible and consumer scepticism is high, businesses that embrace transparency differentiate themselves by demonstrating integrity and accountability.

For small businesses, transparency offers a powerful way to build credibility and rapport with customers. Unlike large corporations, which often struggle with bureaucratic complexity and impersonal interactions, small businesses have the advantage of direct engagement with their audience. Being upfront about business challenges, decision-making processes, and ethical considerations not only humanises a brand but also fosters a sense of shared purpose between the business and its customers. Whether it is addressing supply chain sustainability,

disclosing the true cost of production, or acknowledging mistakes and how they are being rectified, brands that prioritise transparency cultivate a loyal customer base that values honesty over perfection.

Beyond external communication, internal transparency also plays a crucial role in reinforcing authenticity. Employees who feel informed, valued, and aligned with a company’s mission are more likely to become brand ambassadors, reflecting the business’s values in their interactions with customers. A company culture built on open communication, ethical decision-making, and employee empowerment strengthens the authenticity of the brand from within, ensuring that the values it projects externally are genuinely upheld behind the scenes.

Consistency as the Foundation of Credibility

A brand that shifts its messaging, values, or customer approach based on trends or short-term gains risks losing credibility. Consumers are quick to detect inconsistencies, and nothing undermines authenticity faster than a brand that fails to align its actions with its stated principles. Consistency is not just about repetition; it is about ensuring that every touchpoint—from marketing materials and customer service to product quality and corporate responsibility—reflects a cohesive and reliable brand identity.

Consistency in branding extends to visual identity, tone of communication, and the experiences businesses provide to their customers. A business that promotes itself as customer-centric but fails to deliver responsive service, or a company that claims sustainability while engaging in environmentally harmful practices, creates a disconnect that erodes trust. Consumers want to see that a brand’s promises are backed by tangible action, and maintaining consistency across all platforms and interactions reinforces a sense of dependability.

For small businesses, establishing consistency requires a clear definition of brand values and a commitment to upholding them across every aspect of the business. Whether engaging in social media conversations, crafting marketing campaigns, or launching new products, the core message should remain unwavering. A brand’s identity should not fluctuate based on external pressures or fleeting trends; instead, it should be built on long-term principles that consumers can rely on. Consistency also strengthens brand recall, ensuring that customers develop a sense of familiarity and trust that leads to repeat engagement and advocacy.

Genuine Engagement and Customer Relationships

Authenticity in branding is not achieved through oneway communication; it is cultivated through genuine engagement and meaningful relationships with customers. The days of purely transactional business models are fading, replaced by an expectation that brands actively participate in conversations, listen to their audiences, and foster a sense of community. Businesses that prioritise real interactions over scripted responses create emotional connections that go beyond product offerings and lead to deeper customer loyalty.

For small businesses, direct engagement is a powerful tool in establishing authenticity. Unlike large corporations that often rely on automated responses and mass marketing, small enterprises have the opportunity to connect with customers on a personal level. Whether responding to customer queries, addressing feedback openly, or sharing behind-the-scenes insights, businesses that engage authentically demonstrate that they value their audience as more than just consumers. Humanising a brand by showcasing the people behind it, sharing challenges and successes, and actively involving customers in the brand journey strengthens trust and fosters longterm relationships.

Beyond customer service, storytelling plays a crucial role in engagement. Consumers resonate with brands that share authentic narratives about their origins, values, and impact. Businesses that communicate their journey transparently, highlighting the motivations behind their products or services, create a sense of relatability and emotional investment. This form of engagement is particularly effective in differentiating small businesses, as it allows them to compete not just on product offerings but on the strength of their story and mission.

The journey towards brand authenticity is an ongoing process that requires continuous reflection, adaptation, and commitment to genuine values. Businesses that embrace transparency, maintain consistency, engage meaningfully with customers, and uphold ethical practices position themselves as trusted entities in an increasingly discerning marketplace. In a world where authenticity is both an expectation and a differentiator, those who build their brand on sincerity and integrity will not only survive but thrive in the evolving business landscape.

Essentials for Launching a Digital Product.

Bringing a digital product to market requires more than just a great idea. Success depends on a strategic blend of market insight, technological precision, and customer-centric execution to ensure a compelling launch and sustainable growth.

Market Validation and Customer-Centric Development

Before committing resources to development, businesses must first ensure that their digital product has a viable market. Many startups and small businesses invest time and money into building products based on assumptions rather than actual demand. Market validation is an essential step in mitigating this risk, allowing businesses to assess potential demand, identify target users, and refine their product concept based on real-world insights. Without proper validation, even the most well-designed digital products risk failure due to a lack of alignment with customer needs.

The first step in market validation involves identifying the core problem that the digital product aims to solve. A product that does not address a specific pain point or provide a tangible benefit will struggle to gain traction. Businesses must conduct in-depth research to understand how their target audience interacts with existing solutions and what gaps or inefficiencies can be addressed. Direct engagement with potential users—through surveys, interviews, and beta testing—provides invaluable feedback that helps shape the product’s functionality, usability, and overall value proposition.

Competitor analysis is another crucial aspect of market validation. The digital space is crowd-

ed, and businesses must differentiate themselves from established players by offering a unique value proposition. Understanding competitor strengths, weaknesses, pricing models, and customer feedback allows businesses to position their product more effectively. This insight not only informs product development but also helps craft a compelling marketing narrative that highlights why the new digital product stands out.

Developing a minimum viable product (MVP) is an effective way to validate market demand while minimising risk. An MVP includes the core functionalities necessary to test user interest without requiring a fully developed product. Launching an MVP allows businesses to gather early feedback, refine features, and iterate based on actual user behaviour. By prioritising a customer-centric development approach, businesses can ensure that their final product is both relevant and optimally designed for their intended market.

Technological Infrastructure and Scalability Considerations

A well-designed digital product requires a strong technological foundation to ensure seamless functionality, security, and scalability. Small businesses often face constraints in terms of resources and technical expertise, making it crucial to select the right development approach from

the outset. Whether building the product in-house or outsourcing to a development team, businesses must focus on choosing technology that supports long-term growth and adaptability.

Scalability is a key consideration that is often overlooked in the early stages of development. Many digital products perform well with a small user base but encounter significant challenges when demand increases. A robust technological infrastructure must be capable of handling growing traffic, increased data processing, and integration with third-party services. Cloud-based solutions and modular architectures provide flexibility and scalability, allowing businesses to expand without major overhauls.

Security and data protection are critical factors in building user trust. Digital products often collect sensitive customer information, making it imperative to implement robust security protocols. Compliance with data protection regulations such as GDPR ensures that businesses adhere to legal requirements while safeguarding user privacy. Security breaches not only damage a company’s reputation but also expose it to financial and legal consequences, making proactive cybersecurity measures a non-negotiable aspect of product development.

User experience (UX) and interface design play a significant role in the success of a digital product. A poorly designed interface can result in user frustration and high abandonment rates, regardless of how powerful the product’s features may be. Intuitive navigation, fast load times, and seamless integration with other tools contribute to a positive user experience. Businesses must conduct usability testing to identify friction points and optimise the product for ease of use. Prioritising UX design from the outset ensures that the product delivers value without unnecessary complexity.

Strategic Marketing and Pre-Launch Engagement

A strong digital product does not sell itself—strategic marketing is essential for generating awareness, building anticipation, and driving adoption. Many businesses make the mistake of focusing on marketing only after the product is fully developed, missing opportunities to create early excitement and establish credibility in the market. A well-executed marketing strategy should begin before the product launch, ensuring that potential users are engaged and aware of the offering.

Content marketing plays a central role in educating potential customers and positioning the product as a valuable solution. Businesses can leverage blogs, videos, case studies, and thought leadership articles to highlight the problem the product solves, its benefits, and its differentiation from competitors. Engaging content not only attracts organic traffic but also helps build trust by demonstrating expertise and authority in the industry.

Community engagement and influencer partnerships can further amplify pre-launch marketing efforts. Leveraging social media platforms, forums, and industry networks allows businesses to interact directly with their target audience, answer questions, and generate word-of-mouth buzz. Early adopters and beta testers can serve as brand advocates, sharing their experiences and driving organic referrals. A well-executed pre-launch campaign builds momentum, ensuring that the product gains traction from day one.

Pricing strategy and monetisation models must also be carefully planned. Digital products often require flexible pricing structures that cater to different user segments. Whether adopting a onetime purchase model, subscription-based pricing, or freemium offerings, businesses must ensure that their pricing aligns with perceived value and market expectations. Competitive pricing, combined with compelling onboarding incentives, encourages early adoption and long-term retention.

Post-Launch Optimisation

A digital product launch is not the end of the journey—it is the beginning of an ongoing process of optimisation and growth. Businesses must closely monitor user behaviour, gather feedback, and iterate based on real-world usage patterns. Customer support and engagement also play a crucial role in post-launch success.

Launching a digital product successfully requires more than technical expertise—it demands strategic planning, customer-centric development, and an unwavering commitment to continuous improvement. By focusing on market validation, technological resilience, strategic marketing, and ongoing optimisation, businesses can navigate the complexities of digital product launches and achieve lasting success in a highly competitive environment.

Ethical Business Practices: A Fundamental Need.

In a world where consumers, investors, and employees demand greater accountability, businesses that prioritise ethical practices not only uphold integrity but also secure long-term success.

The concept of ethical business practices has evolved from a moral imperative to a fundamental necessity in the modern corporate landscape. No longer is ethical behaviour seen as an abstract ideal; rather, it is a tangible factor that influences consumer decisions, employee satisfaction, regulatory compliance, and long-term business sustainability. In an age where transparency and accountability are scrutinised more than ever, companies that fail to uphold ethical standards risk damaging their reputation, losing customer trust, and facing legal and financial repercussions. This shift in expectations has made it imperative for businesses, particularly small enterprises, to integrate ethics into the very fabric of their operations.

For small businesses, ethical conduct is not merely about adhering to laws and regulations; it is about fostering a culture of integrity that resonates across all aspects of operations, from sourcing materials to employee treatment and customer interactions. Unlike large corporations with dedicated compliance departments, smaller enterprises may lack the resources to implement formal ethical frameworks, but this does not exempt them from the responsibility. In fact, their close-knit structures provide an advantage—allowing them to cultivate authentic relationships with stakeholders, build trust at a grassroots level, and establish a brand identity rooted in integrity. Understanding how ethical business practices shape success is crucial for small businesses aiming to thrive in an increasingly conscientious market.

The Consumer Demand for Ethical Integrity

Consumers today wield more power than ever before, using their purchasing decisions as a means of supporting businesses that align with their values. The rise of conscious consumerism has placed ethical considerations at the forefront of buying behaviour, with individuals scrutinising companies for their environmental impact, labour practices, and corporate social responsibility efforts. This shift has been particularly pronounced among younger demographics, who prioritise transparency, authenticity, and accountability in the brands they support. Companies that fail to meet these expectations risk

alienating a significant portion of their customer base, while those that demonstrate a genuine commitment to ethical principles cultivate loyalty and long-term engagement.

The accessibility of information has accelerated this shift, with consumers readily able to research business practices, assess sustainability efforts, and expose unethical conduct through social media. This heightened awareness means that businesses can no longer rely on superficial corporate responsibility statements to appease their audience. Instead, they must take meaningful action to integrate ethical considerations into every aspect of their supply chain, from fair labour wages to environmentally sustainable production methods. Small businesses, in particular, can leverage their agility and transparency to establish a strong ethical identity, differentiating themselves from larger corporations that may struggle with systemic issues related to mass production and global operations.

Beyond consumer expectations, regulatory bodies and industry watchdogs are imposing stricter compliance measures to ensure businesses uphold ethical standards. While larger enterprises may have the resources to navigate these complexities, small businesses must take proactive steps to ensure their operations align with evolving legal requirements. Failing to do so not only jeopardises their credibility but also exposes them to financial penalties and reputational damage that could be difficult to recover from. In this landscape, ethical business practices are not just about reputation management—they are a strategic necessity for sustainable growth and market relevance.

Employee Engagement and Ethical Workplace Culture

The impact of ethical business practices extends beyond consumer relations, shaping the internal culture of organisations and influencing employee satisfaction, retention, and productivity. In an era where workplace transparency and fair treatment are critical concerns, businesses that foster an ethical work environment gain

a competitive advantage in attracting and retaining top talent. Employees today seek more than just financial compensation; they want to work for companies that align with their values, prioritise well-being, and offer a sense of purpose beyond profit generation. A strong ethical foundation not only enhances morale but also fosters a culture of trust, collaboration, and accountability.

Small businesses, often operating with close-knit teams, have a unique opportunity to build ethical workplace cultures that prioritise fairness, inclusivity, and employee empowerment. Unlike large corporations, where hierarchical structures may create barriers to ethical accountability, small enterprises can cultivate an environment of open communication, where employees feel valued and heard. Ethical leadership plays a crucial role in setting this tone, with business owners and managers leading by example, demonstrating integrity in decision-making, and reinforcing ethical standards through actions rather than mere rhetoric.

Workplace ethics also encompass broader considerations, including fair wages, diversity and inclusion efforts, and policies that protect employees from exploitation or discrimination. Businesses that neglect these aspects not only risk internal dissatisfaction but also expose themselves to reputational harm and legal consequences. Conversely, companies that invest in ethical workplace policies, prioritise employee well-being, and create a culture of integrity benefit from higher engagement levels,

increased productivity, and stronger brand advocacy. Employees who feel that their workplace aligns with their values become ambassadors for the business, contributing to its positive reputation and long-term success.

The Long-Term Value of Ethical Business Practices

The argument for ethical business practices extends beyond immediate reputational benefits, underscoring the long-term value they bring to a company’s sustainability and profitability. Businesses that prioritise ethics cultivate stronger customer relationships, foster loyal employee bases, and mitigate legal and regulatory risks. In contrast, those that engage in exploitative or deceptive practices may experience short-term gains but inevitably face long-term consequences, whether through consumer backlash, legal action, or reputational damage that erodes trust over time.

As the global business environment continues to evolve, ethical considerations will only become more integral to corporate success. Companies that embrace this reality, integrating ethical principles into every facet of their operations, will not only contribute to a fairer and more sustainable economy but also secure their place as leaders in an increasingly conscientious marketplace. For small businesses, the ability to build trust through ethical conduct is not just an advantage—it is a fundamental necessity in an era where integrity defines success.

Future of Retail: Online vs. In-Store.

As digital transformation reshapes the retail landscape, businesses must strike a balance between online convenience and the tangible appeal of physical stores to stay competitive.

The retail industry has never been more dynamic than it is today. The emergence of e-commerce, the changing expectations of consumers, and the impact of technological advancements have created a new competitive landscape where traditional brick-and-mortar stores must evolve to remain relevant. At the heart of this transformation lies a crucial debate: will physical retail survive the dominance of online shopping, or will it reinvent itself to complement digital commerce? The reality is far more complex than a straightforward competition between these two channels. Instead, the future of retail hinges on an interconnected ecosystem where both online and instore experiences serve distinct yet complementary roles in shaping consumer behaviour.

Retailers must grapple with the shifting dynamics of consumer expectations, where convenience, speed, personalisation, and experience play defining roles. While e-commerce offers unparalleled ease of access and endless product variety, physical stores provide sensory engagement and human interaction that digital platforms struggle to replicate. The balance between these two models is not a zero-sum game; rather, it requires businesses to embrace a hybrid approach that aligns with the evolving preferences of modern shoppers. Small businesses, in particular, must navigate this transition with agility, leveraging the strengths of both digital and physical retail to create an experience that meets consumer demands while maintaining operational sustainability.

The Digital Domination and Its Expanding Influence

The exponential rise of e-commerce has been one of the most transformative shifts in retail history. The convenience of online shopping, fuelled by the proliferation of mobile devices and high-speed internet, has redefined how consumers browse, compare, and purchase products. Unlike traditional retail, where location and store hours dictate accessibility, e-commerce offers an always-on marketplace that operates beyond geographical constraints. For consumers, the ability to shop from the comfort of their homes, access detailed product reviews, and compare prices across multiple platforms has made online shopping an integral part of their purchasing habits.

Technology has played a pivotal role in shaping the dominance of e-commerce. Artificial intelligence, machine learning, and big data analytics have enabled online retailers to personalise the shopping experience at an unprecedented level. Advanced algorithms analyse user behaviour, purchase history, and browsing patterns to deliver tailored recommendations that enhance customer engagement. Additionally, digital payment solutions, same-day delivery, and subscription-based shopping models have further solidified the appeal of online retail by addressing key consumer pain points associated with traditional shopping.

However, despite its rapid growth, e-commerce is not without challenges. The absence of physical interaction remains a significant limitation, particularly for industries where tactile experiences influence purchasing decisions. Fashion, home décor, and luxury goods retailers often struggle to replicate the sensory engagement that consumers seek before making a purchase. The issue of product returns is another concern, as customers frequently encounter discrepancies between online descriptions and actual products, leading to logistical challenges for retailers. Furthermore, while online platforms have democratised retail access, they have also intensified competition, making it increasingly difficult for smaller businesses to gain visibility in an overcrowded digital marketplace.

The Enduring Role of Physical Retail and Its Evolution

Despite the growing dominance of online shopping, physical retail continues to play a vital role in consumer purchasing behaviour. Brick-and-mortar stores offer an immersive shopping experience that goes beyond transactions, providing a space where customers can engage with products, receive personalised service, and build emotional connections with brands. Unlike digital platforms, physical stores allow for immediate gratification, eliminating the waiting time associated with online deliveries. Additionally, the in-store environment fosters trust, particularly for high-value purchases where customers seek expert guidance before making a decision.

However, the traditional retail model is undergoing a profound transformation. The rise of experiential retail

is reshaping store formats, moving away from transactional spaces towards dynamic environments that prioritise engagement and brand storytelling. Retailers are integrating technology to enhance in-store experiences, using augmented reality, interactive displays, and smart fitting rooms to create a seamless fusion between digital and physical retail. Concepts such as showrooming—where customers explore products in-store before making an online purchase—demonstrate how physical stores are evolving into experiential hubs rather than solely sales-driven spaces.

Another factor driving the resilience of physical retail is the growing demand for community-driven experiences. Consumers, particularly younger demographics, value retail spaces that serve as gathering points for brand engagement, workshops, and social interactions. Independent retailers and boutique businesses are capitalising on this trend by curating personalised shopping experiences that foster customer loyalty. Rather than viewing digital transformation as a threat, innovative physical retailers are leveraging technology to enhance their in-store offerings, using data-driven insights to op-

timise product placement, streamline inventory management, and personalise customer interactions.

Adapting to the New Retail Paradigm

Retail is no longer defined by a binary choice between online and in-store shopping; instead, it is shaped by a dynamic interplay between digital convenience and experiential engagement. Small businesses must recognise that consumer behaviour is not static, and the ability to meet customers wherever they choose to shop—be it online, in-store, or a combination of both—will determine their long-term success.

As technological advancements continue to redefine retail possibilities, businesses must remain agile, continuously adapting their strategies to align with shifting consumer preferences. Retailers that view digital transformation as an opportunity rather than a threat will find innovative ways to bridge the gap between online and offline commerce. Ultimately, the future of retail belongs to those who understand that success lies not in choosing one model over the other but in seamlessly integrating both to create a unified, customer-centric experience.

Format-3: Revolutionising Digital Innovation for Start-ups and SMEs.

Format-3, a London-based agency founded in early 2023, is quickly emerging as a game-changer in digital strategy, design, and scalable development for start-ups and SMEs. As large agencies continue to dominate the sector, this forward-thinking agency is positioning itself for massive future growth by catering to the growing need for agile, innovative partners that can offer tailored solutions to smaller, ambitious companies.

Format-3 was born out of a desire to challenge the traditional agency model. Founded during a period of economic uncertainty, the company focused on creating an agency that prioritises client needs over profit-driven solutions. The agency’s approach is simple yet impactful: offering embedded, dedicated expertise that is laser-focused on delivering long-term, scalable results rather than shortterm fixes. The company’s mission is clear— it strives to empower start-ups and SMEs by providing access to world-class talent and cutting-edge digital solutions at a fraction of the cost typically associated with larger agencies. By reducing overheads and adopting a leaner approach, the firm makes digital innovation accessible to businesses that otherwise might struggle to compete in the digital space.

In its first year, the company worked with clients across diverse industries such as media, gaming, and healthcare, which allowed it to refine its processes, gain industry recognition, and solidify its position as a trusted partner in digital transformation.

Stellar Expertise with Boutique Flexibility

Operating in an increasingly crowded market, Format-3 stands out by offering a combination of large-agency expertise and boutique flexibility. While larger agencies may boast a vast array of services, they often lack the personal touch and flexibility that smaller firms can provide. It bridges

this gap by offering the best of both worlds—delivering best-in-class digital products with the personal attention and agile processes of a smaller agency. The agency focuses on creating Meaningful Partner Profiles (MPPs) rather than simply Ideal Client Profiles (ICPs). This approach fosters deeper, long-lasting relationships with clients, ensuring that each project is built on mutual respect, trust, and a shared vision of success. This collaborative model has helped the firm build a reputation as an acceleration enabler—helping start-ups and SMEs not only launch but thrive in an increasingly competitive landscape.

With a long-term vision to help start-ups and SMEs succeed in the digital age, Format-3 plans to set up incubators dedicated to helping start-ups and gamechangers bring their visions to life. The agency is also exploring the creation of a fund to assist businesses in developing proof of concepts that can help them secure investment and progress to Series A, B, and C funding rounds.

Additionally, Format-3 is expanding its development stack to offer an end-to-end solution in digital transformation, from strategy to implementation. The agency is particularly passionate about leveraging technology to improve lives, with a particular focus on the healthcare sector.

A Commitment to Building Relationships

What sets Format-3 apart from other agencies is

its unwavering commitment to building relationships that go beyond just client interactions. For the team, success is not measured solely by the revenue generated per project but by the impact created and the partnerships fostered along the way. The company’s unique approach centres on the idea that its success is intrinsically linked to the success of its clients. This philosophy has helped the firm establish itself as an enabler of growth for start-ups and SMEs, particularly in times of economic challenge. This mindset permeates every aspect of the business, from the way the agency approaches new projects to the design of its pricing structure. In an industry known for bloated pricing models, this firm has stripped down its offerings to provide lean, flexible teams that can deliver high-quality digital products without the excessive costs typically associated with large agencies. This approach ensures that start-ups and small businesses can access world-class solutions, regardless of their size or budget.

The agency begins every project by seeking to understand the unique needs and challenges of the business. This includes identifying the client’s long-term goals, examining existing pain points, and co-creating a strategy that aligns with both their vision and budget. This client-centric approach has delivered impressive results, such as helping partners like StreamLayer secure new implementation deals in the gaming industry, assisting Mobeus with a vision that stole the show at Salesforce’s DreamForce 2024, and contributing

to multiple start-ups successfully securing funding through digital product development. In each case, Format-3 played a critical role in not just delivering a product but in helping these companies realise their potential and unlock new opportunities for growth.

A More Meaningful Future

The future is about much more than just growing the business; it is about making a meaningful impact on the world. The company is focused on driving society forward through technology experiences that are not only innovative but also meaningful, joyful, and helpful. They believe that everyone deserves an experience that adds value to their lives and are determined to be at the forefront of this change.

As Format-3 looks ahead, its focus remains on creating the conditions for innovation and driving success for its partners. With a growing team of global talent, a relentless focus on client success, and a clear vision for the future, the firm is set to continue its rise as a leading force in digital transformation for start-ups and SMEs. In a sector dominated by large players, the firm and its seasoned team of experts are proving that innovation, flexibility, and a focus on people can set a company apart—and that’s a recipe for success.

Hardy Sidhu Founder and CEO

Ricardo Medina Design Director

Harnessing Gen Z Consumer Behaviour Insights.

No demographic is more influential in shaping the future of consumer trends than Generation Z. Born between the mid-1990s and early 2010s, this cohort has come of age in an era of unprecedented technological advancements, economic shifts, and global crises. Unlike their predecessors, they are digital natives, raised in an ecosystem where online interactions, instant access to information, and social consciousness dictate their purchasing decisions. To capture the attention and loyalty of this generation, businesses must rethink traditional marketing strategies and embrace an ecosystem that thrives on authenticity, personalisation, and innovation.

The Demand for Authenticity and Ethical Consumption

One of the most defining traits of Gen Z consumers is their unwavering demand for authenticity. Unlike previous generations, who were often swayed by polished advertising campaigns and celebrity endorsements, Gen Z places a premium on transparency, honesty, and ethical business practices. They are sceptical of traditional marketing tactics and can easily detect disingenuous messaging. Brands that attempt to engage them with overly promotional content or exaggerated claims are met with swift rejection. Instead, they are drawn to companies that share their values, prioritise social responsibility, and maintain an open dialogue with consumers.

For small businesses, this presents both a challenge and an opportunity. Unlike large corporations with substantial budgets for brand positioning, smaller enterprises often operate with limited resources. However, this can work to their advantage. Gen Z consumers gravitate towards independent brands that demonstrate a clear purpose, support meaningful causes, and uphold ethical business practices. Sustainable sourcing, fair wages, environmental consciousness, and inclusivity are not optional attributes but essential components of brand identity. A company that aligns with these principles will not only earn their trust but also inspire strong brand loyalty.

The emphasis on ethical consumption extends beyond brand values and into purchasing behaviour. Gen Z actively researches the origins of products, evaluates the environmental impact of their choices, and favours businesses that contribute to social good. They expect brands to be accountable, responsive, and committed to making a positive difference in the world. Small businesses that incorporate sustainable practices into their operations, communicate their efforts transparently, and engage with social causes authentically will have a competitive edge in winning over this discerning generation.

The Rise of Digital and Social Commerce

With Gen Z spending an unprecedented amount of time online, digital and social commerce have become primary avenues for engagement. Unlike previous generations, who were introduced to e-commerce as an alternative to traditional shopping, Gen Z views the digital space as the default marketplace. Their purchasing journey is not linear but highly dynamic, spanning multiple platforms and interactions before making a final decision. Social media, influencer recommendations, peer reviews, and interactive content play a pivotal role in shaping their perceptions of brands and products.

Small businesses must move beyond conventional e-commerce models and embrace a holistic digital strategy that integrates seamless online experiences with social engagement. The era of static product listings and generic online stores is fading; Gen Z expects personalised recommendations, interactive shopping experiences, and community-driven content. Platforms like Instagram, TikTok, and YouTube serve as powerful discovery tools, where visually engaging content, user-generated endorsements, and real-time interactions influence purchasing decisions. The ability to create shareable moments, leverage influencer partnerships, and foster two-way conversations is essential in capturing their attention.

Furthermore, the integration of emerging technologies, such as augmented reality (AR) and artificial intelligence (AI), enhances the online shopping experience. Virtual try-ons, AI-driven product suggestions, and gamified shopping interfaces cater to Gen Z’s preference for interactive and immersive engagement. Small businesses that leverage these innovations, even on a modest scale, can significantly enhance the appeal of their offerings and stand out in an increasingly crowded digital marketplace.

Customer Engagement and Brand Loyalty

Unlike older generations who exhibit long-term brand loyalty, Gen Z’s approach to consumer relationships is fluid and highly experience-driven. They are not bound by legacy brands or habitual purchasing patterns; instead, they continuously explore new options and gravitate towards businesses that provide consistent value, engagement, and personalisation. For small businesses, this means that traditional methods of fostering customer loyalty—such as reward programmes or discounts— are no longer sufficient. Loyalty must be earned through meaningful interactions, dynamic experiences, and a sense of community.

Personalisation is at the core of Gen Z’s expectations. They want brands to recognise their preferences, anticipate their needs, and tailor experiences to match their individual interests. Generic mass marketing efforts hold little appeal to them. Instead, brands that invest in data-driven insights, utilise AI-driven personalisation tools, and engage consumers with customised recommendations will find greater success in retaining their business.

Beyond personalisation, experiential engagement is a crucial factor in building brand affinity. Gen Z consumers are drawn to brands that provide immersive and interactive experiences, whether through pop-up events, digital activations, or gamified interactions. The rise of direct-to-consumer (DTC) models has enabled small businesses to foster stronger connections with their au-

dience by creating exclusive experiences that go beyond transactions. This generation values participation and co-creation, making it imperative for brands to involve them in shaping product development, storytelling, and brand direction.

Moreover, community-building plays a vital role in securing long-term engagement. Gen Z thrives in digital communities where like-minded individuals share interests, exchange ideas, and support brands with shared values. Businesses that cultivate strong online communities, encourage user-generated content, and actively involve their audience in brand narratives will find themselves at the centre of sustained consumer engagement. Unlike traditional loyalty programmes, which rely on transactional incentives, Gen Z’s loyalty is rooted in emotional connections, brand experiences, and shared cultural relevance.

In a world where brand differentiation is increasingly difficult, the ability to harness Gen Z consumer insights effectively can serve as a powerful competitive advantage. The brands that will flourish are those that embrace transparency, invest in digital innovation, foster personalised experiences, and cultivate communities that extend beyond mere transactions. For small businesses, the opportunity to connect with Gen Z is immense—but it demands a forward-thinking mindset, a commitment to authenticity, and an unwavering dedication to delivering meaningful value.

Hoory AI: Cutting-Edge Tools for Businesses of All Sizes.

Given our rapidly digitising world, the relationship between businesses and their customers hinges on seamless communication. Automation powered by artificial intelligence has become indispensable for companies delivering efficient, personalised, round-the-clock support. Among the frontrunners in this evolution is a company transforming the customer support landscape through a suite of advanced tools that cater to businesses of every scale. With a strong emphasis on innovation, inclusivity, and efficiency, this platform is proving that state-of-the-art customer service solutions can be accessible to all.

Blending Technicality, Adaptability and Affordability

The core strength of this platform lies in its ability to blend advanced conversational AI with a user-friendly interface. Its flagship products include a Live Chat tool, an AI Assistant, an intuitive Chatbot Builder, and a forthcoming AI Call Center Solution. Together, these tools enable businesses to automate repetitive customer inquiries while maintaining a personal touch. By leveraging natural language processing and machine learning, the system can provide real-time, accurate, and tailored responses in over 120 languages, serving an increasingly interconnected world.

Whether a small e-commerce retailer or a multinational enterprise, businesses can integrate the tools seamlessly into their workflows. The system supports both text and audio communication, ensuring it adapts to diverse customer preferences. The platform’s omnichannel inbox further streamlines customer interactions by consolidating messages from various platforms—such as websites, Facebook Messenger, WhatsApp, Telegram and email—into a single, easy-to-navigate interface. This centralisation reduces response times while fostering a consistent customer experience.

Affordability has also been a key factor in the platform’s broad appeal. Its competitive pricing model, starting at just $6 per agent per month, ensures that even small businesses or individuals can access enterprise-grade tools without straining their budgets. This democratisation of technology underscores the company’s commitment to inclusivity, making it a preferred partner for companies across industries such as retail, finance, real estate and much more.

Leading The Trend in Customer Support Automation

Hoory AI’s emphasis on innovation extends beyond its ex-

isting product suite, providing support for multiple large language models (LLMs), including ChatGPT, Claude, and Gemini, as well as the option for businesses to integrate custom LLMs. This flexibility enables companies to tailor their AI engine to operational needs, ensuring optimal performance. For global businesses, the platform’s transliteration capabilities stand out as a game-changing feature, enabling seamless communication in languages that use non-Latin scripts.

Another noteworthy innovation is the soon-to-launch AI Call Center Solution. Designed to complement the existing suite, this tool will offer businesses a fully integrated, all-inone customer support platform. By combining text-based automation with advanced voice technology, the call center solution will provide a holistic approach to customer engagement, ensuring businesses can meet customer needs across multiple channels with ease.

The platform also empowers businesses to customise their customer interactions. Its Chatbot Builder allows companies to design tailored conversation flows and guide customers through a predefined flow, while also allowing to hand over the conversation to a Conversational AI assistant (operating on a knowledge-based training), or a real agent, if necessary. This customisation ensures that the AI aligns perfectly with the brand voice and operational goals of the business, delivering a personalised experience for end-users.

These innovations are supported by robust automation features that optimise team performance. By automating repetitive tasks and enabling instant responses, the tools free up human agents to focus on complex queries, enhancing productivity and customer satisfaction simultaneously. The platform handles up to 840 million requests annually , demonstrating its ability to manage high volumes reliably and efficiently.

Where Fresh Ideas and Innovative Solutions Thrive

The remarkable results achieved by Hoory AI are thanks in part to its team-driven culture that prioritises collaboration, diversity, and creativity. The company boasts a truly global workforce, with employees from multiple countries contributing their expertise to a shared vision of transforming customer support through advanced AI technologies. This diversity fosters a dynamic environment where fresh ideas and innovative solutions thrive, keeping the platform ahead of industry trends.

The company’s recruitment strategy emphasises cultural fit alongside technical expertise. Prospective team members are evaluated not only for their skills but also for their alignment with the organisation’s values of respect, inclusivity, and adaptability. This approach ensures that the team remains cohesive and driven, even as the company continues to expand globally.

The broader vision is to become a recognised leader in customer support automation, the firm has set its sights on expanding its footprint in key regions such as the United States, the Middle East and North Africa (MENA), and Europe. These markets represent significant growth opportunities, and the company’s commitment to delivering high-quality, accessible solutions positions it well to capture market share.

As part of its strategic growth plan, the company actively participates in industry events, showcasing its solutions and building relationships with key stakeholders. These engagements offer insights into market trends and customer needs, enabling the company to refine its offerings and stay competitive.

Meeting the Demand Head-on

As businesses navigate an increasingly digital and customer-centric era, the need for intelligent, scalable solutions has never been greater. This platform is meeting this demand head-on, delivering tools that empower companies to streamline operations, enhance customer experiences, and achieve greater efficiency. By combining cutting-edge technology with a commitment to inclusivity and affordability, it is setting new standards for customer support automation.

The company’s success lies in its ability to remain flexible and adaptable. By staying ahead of industry trends, expanding its product offerings, and fostering a collaborative internal culture, it is well-positioned to lead the next wave of transformation in the sector. For businesses seeking a partner to help them thrive in a competitive landscape, this platform offers more than technology—it offers a vision for the future of customer support.

Through its comprehensive suite of tools, strategic growth initiatives, and relentless focus on customer success, the company is proving that intelligent automation can be both effective and accessible. As it continues to expand its global reach and refine its offerings, its impact on the industry is set to grow, reshaping the way businesses interact with their customers for years to come.

How to Hire the Right Team.

Building a successful business is not just about having a great product or service—it is about assembling a team that embodies the company’s vision, culture, and goals. Hiring the right people is a strategic process that requires foresight, precision, and a deep understanding of both skills and character.

For small businesses, hiring decisions carry significant weight. Unlike larger organisations with vast resources and extensive teams, small enterprises operate with lean structures where every employee plays a crucial role. A single hiring misstep can disrupt productivity, morale, and even financial stability. Conversely, the right team can drive innovation, enhance efficiency, and establish a culture that attracts further talent. The challenge, therefore, lies not only in filling positions but in ensuring that each hire contributes meaningfully to the company’s long-term success.

Effective hiring is not a matter of simply matching skills to job descriptions; it involves identifying candidates who align with the company’s mission and can adapt to the dynamic nature of a growing business. In a competitive job market, small businesses must also position themselves as attractive employers, offering more than just salaries to entice top talent. The hiring process is both an art and a science, requiring a blend of structured evaluation and intuitive judgement. By implementing a strategic approach, businesses can ensure that they bring in individuals who will strengthen their organisation and drive it forward.

Defining the Right Talent for the Business

The first step in hiring the right team begins long before a job posting is created—it starts with a clear understanding of what the business truly needs. Many hiring mistakes occur when businesses rush to fill positions without thoroughly assessing the specific skills, attributes, and cultural fit required. A growing company does not just need employees who can perform tasks; it needs individuals who can contribute to its broader objectives, adapt to its evolving demands, and integrate seamlessly into its work environment.

Small businesses often require employees who are versatile, proactive, and willing to take on multiple responsibilities. Unlike large corporations where roles are highly specialised, smaller teams rely on agility and cross-functional capabilities. This means that hiring decisions should prioritise not only technical skills but also problem-solving ability, adaptability, and a willingness to contribute beyond rigid job descriptions. The right candidate should not only excel in their immediate duties but should also demonstrate potential for growth and a mindset that aligns with the company’s long-term vision.

Cultural fit is another critical factor that can determine the success of a new hire. Every business has its own unique working style, values, and internal dynamics. An individual who thrives in a structured, corporate environment may struggle in a fast-paced, entrepreneurial setting where flexibility and creativity are essential. Assessing cultural compatibility involves evaluating a candidate’s work ethic, communication style, and approach to teamwork. An organisation that prioritises collaboration, for instance, should look for individuals who are not only skilled but also value open dialogue and collective problem-solving.

Crafting an Effective Recruitment Process

Once the ideal candidate profile is established, the next challenge is designing a recruitment process that effectively identifies and attracts the right talent. Traditional hiring methods, such as generic job descriptions and conventional interviews, are often insufficient in assessing a candidate’s true potential. Instead, businesses must adopt a more strategic and thorough approach, ensuring that each stage of the hiring process is aligned with their goals.

The job description itself plays a crucial role in attracting the right candidates. A vague or overly broad job listing may result in an influx of applications from individuals who do not meet the necessary criteria. Instead, the description should clearly outline not just responsibilities but also expectations, desired skills, and company culture. This transparency allows potential applicants to self-assess their suitability before applying, reducing the likelihood of mismatched hires.

The interview process should go beyond assessing technical competencies and focus on evaluating problem-solving skills, adaptability, and cultural alignment. Behavioural interview techniques, which explore how candidates have handled real-world situations in the past, offer valuable insights into their decision-making and interpersonal abilities. Additionally, practical assessments, such as case studies or work simulations, can provide a more accurate representation of how a candidate will perform in a real business environment.

For small businesses competing with larger organisations for top talent, employer branding is also a crucial

consideration. Candidates are not just assessing job roles; they are evaluating potential workplaces based on factors such as career development opportunities, work culture, and leadership vision. Businesses that communicate their values, mission, and growth prospects effectively will attract individuals who are genuinely motivated by more than just salary considerations. A well-defined employer brand not only draws in the right talent but also ensures that new hires are committed to the company’s long-term success.

Benefits of Hiring the Right Team

The process of hiring and building the right team is one of the most significant determinants of a business’s success. Each hire contributes to the overall trajectory of a company, influencing its culture, productivity, and longterm stability. A well-assembled team drives innovation, enhances operational efficiency, and strengthens customer relationships, while a poorly structured team can

hinder progress and create ongoing challenges.

For small businesses, every hiring decision has amplified importance. With fewer employees, each individual plays a crucial role in shaping the company’s identity and performance. A strategic approach to hiring—one that prioritises skills, cultural fit, and long-term potential—ensures that businesses attract individuals who are not just employees but active contributors to growth.

Hiring the right team is not merely about filling positions but about building a workforce that embodies the company’s values, embraces its vision, and drives its success forward. Businesses that invest in thoughtful recruitment, effective retention strategies, and strong leadership create an environment where both employees and the organisation thrive. In a competitive business landscape, a company’s greatest asset is its people, and those that prioritise building the right team will gain a lasting advantage in achieving sustainable success.

Strategies for Enhancing Customer Experience.

In an era where competition is fierce and consumer expectations continue to evolve, businesses that prioritise customer experience gain a decisive advantage. The ability to create seamless, engaging, and personalised interactions is no longer a luxury but a necessity for sustainable success.

The Role of Personalisation in Customer Experience

Modern consumers expect businesses to recognise their unique preferences and cater to them in a meaningful way. Personalisation has become a cornerstone of effective customer experience strategies, enabling businesses to move beyond generic interactions and create tailored experiences that resonate with individuals. This shift has been driven by advancements in data analytics, artificial intelligence, and customer relationship management tools, allowing businesses to anticipate needs, recommend relevant products or services, and foster deeper connections.

For small businesses, personalisation presents a significant opportunity to differentiate themselves in a crowded marketplace. Unlike larger companies that rely on automated processes and mass marketing, small enterprises can take a more hands-on approach, engaging with customers on a one-to-one basis and making interactions feel more genuine. Whether through personalised recommendations, customised communication, or tailored promotions, businesses that demonstrate an understanding of their customers’ preferences foster a sense of value and appreciation. This approach not only enhances satisfaction but also increases customer retention, as individuals are more likely to remain loyal to brands that acknowledge and prioritise their needs.

Personalisation extends beyond marketing—it influences every stage of the customer journey. Businesses that provide tailored product recommendations based on purchase history, remember customer preferences, and proactively address individual concerns create a sense of familiarity and trust. Consumers no longer respond to a one-size-fits-all approach; they seek brands that make them feel seen and understood. By investing in personalisation strategies, businesses can create a customer experience that feels intuitive, relevant, and genuinely engaging.

Seamless Digital Integration and Customer Convenience

The digital landscape has transformed consumer expectations, making convenience a non-negotiable aspect of customer experience. Businesses that fail to provide seamless digital interactions risk alienating customers who expect efficiency, accessibility, and instant gratification. The integration of digital tools, whether through user-friendly websites, mobile applications, or automated support systems, plays a crucial role in streamlining interactions and ensuring a frictionless experience.

For small businesses, investing in digital solutions does not require the resources of a multinational corporation; rather, it involves strategic implementation of tools that enhance convenience without sacrificing the human touch. A well-designed website with intuitive navigation,

clear product descriptions, and an efficient checkout process reduces frustration and enhances the overall shopping experience. Similarly, incorporating chatbots and AI-driven support systems can provide instant responses to common queries, improving accessibility while allowing human representatives to focus on more complex customer needs.

Beyond transactional convenience, digital integration also extends to omnichannel experiences, where consumers expect consistency across multiple platforms.

A customer who begins their journey on a social media platform should be able to seamlessly transition to a website or in-store experience without encountering discrepancies in information, pricing, or availability. Businesses that ensure uniformity across channels create a sense of reliability, reinforcing trust and confidence in their brand. The goal is to eliminate barriers that hinder smooth interactions, ensuring that customers can engage with a business effortlessly, regardless of their preferred platform or device.

Communication and Proactive Engagement

Customer experience is fundamentally rooted in communication, and businesses that prioritise clear, responsive, and proactive engagement cultivate stronger relationships with their audience. Consumers today expect businesses to be accessible, transparent, and willing to listen. Delayed responses, vague information, or unaddressed concerns can quickly lead to dissatisfaction and disengagement. On the other hand, businesses that excel in communication create an environment of trust, reliability, and customer satisfaction.

Proactive engagement is a key differentiator in enhancing customer experience. Instead of waiting for customers to reach out with problems or concerns, businesses that anticipate potential issues and address them before they escalate demonstrate a commitment to customer care. This could involve sending timely updates about orders, providing troubleshooting assistance before a problem arises, or following up on previous interactions to ensure satisfaction. Small businesses, with their ability to establish direct relationships with customers, are particularly well-positioned to excel in this area, offering personalised assistance that larger competitors often struggle to provide.

Beyond problem-solving, effective communication also involves transparency in business practices. Consumers appreciate honesty, whether it pertains to pricing, product availability, or potential delays. Businesses that communicate openly, even in challenging situations, earn the respect and trust of their customers. Rather than attempting to mask shortcomings, acknowledging issues and offering solutions reinforces a brand’s credibility and commitment to customer satisfaction.

The Power of Customer Feedback and Continuous Improvement

No customer experience strategy is complete without an ongoing commitment to improvement, and the most valuable insights come directly from customers themselves. Businesses that actively seek feedback, listen to customer concerns, and adapt their approach accordingly create a cycle of continuous enhancement. Rather than viewing feedback as a formality, successful businesses integrate it as a fundamental component of their decision-making process, using it to refine operations, address pain points, and introduce innovations that better serve their audience.

For small businesses, direct customer feedback is an invaluable resource. Unlike large corporations that rely on broad market research, small enterprises have the advantage of engaging with customers in a more intimate and immediate manner. Encouraging open dialogue through surveys, reviews, and personal interactions allows businesses to gain insights into what is working and where improvements are needed. Customers who feel that their opinions are valued are more likely to develop a sense of loyalty, knowing that their input contributes to shaping the business’s offerings and services.

The key to leveraging feedback effectively lies in action. Collecting insights without implementing meaningful changes leads to frustration and disengagement. Businesses that actively respond to customer concerns, introduce improvements based on feedback, and communicate the steps they are taking demonstrate a commitment to excellence. Continuous refinement ensures that the customer experience remains dynamic, evolving in alignment with changing expectations and industry trends.

Leonard Fom: Changing Financial Leadership for SMEs and Scale-Ups.

A seasoned executive with over two decades of global experience, Leonard Fom is the founder and driving force behind FinOps Squad, a groundbreaking fractional CFO agency dedicated to transforming how small and medium-sized enterprises (SMEs) and scale-ups approach financial strategy.

A Journey Round the Globe

Fom’s career spans five continents, encompassing roles in multinational corporations, financial institutions, and Big Four consultancy firms. These experiences provided him with a deep understanding of diverse markets, business cultures, and operational challenges. “Working across different geographies taught me adaptability and the importance of tailoring solutions to unique needs,” he explains. But his journey to founding FinOps Squad was marked by certain pivotal moments. One such milestone involved rescuing a client from financial turmoil. Stabilising their cash flow and setting them on a growth trajectory not only saved the business but also reinforced his belief in finance’s transformative power when paired with strategic thinking.

In 2023, he channelled his wealth of experience into launching FinOps Squad, an agency that combines creative and operational expertise to empower SMEs and scale-ups. Under his leadership, the firm has garnered industry recognition, including the prestigious Leader of the Year (Fractional CFO Service) award within its first year—a testament to its innovative approach and impactful results.

The Human-Centric Leadership Model

Fom’s success is not merely a product of technical expertise or strategic insight but is deeply rooted in his human-centric approach to leadership. In a field often dominated by numbers and data, he emphasises the importance of understanding people—whether they are team members, clients, or stakeholders. His leadership philosophy is underpinned by emotional intelligence, fostering a culture of collaboration and mutual respect. He believes that empowering his team is key to driving innovation and delivering exceptional results. At FinOps Squad, this ethos is evident in the way his employees are encouraged to share ideas, embrace creativity, and contribute to the company’s mission.

By valuing diverse perspectives, he ensures that complex problems are addressed with fresh, dynamic solutions. This people-first approach also extends to his clients, where

bespoke financial strategies are crafted with a deep understanding of their unique challenges and goals. For him, finance is not just about managing resources—it’s about enabling businesses to thrive. This focus on people and purpose has solidified FinOps Squad’s reputation as a trusted partner, transforming financial strategy into a powerful tool for growth. Through his leadership, he is not just reshaping the role of a CFO—he is redefining what it means to lead in the modern business landscape.

Driving his leadership also is a guiding philosophy: Work SMART, Have FUN, Make an IMPACT. This mantra underscores the culture at FinOps Squad, where efficiency and creativity coexist with a commitment to meaningful outcomes. “Seeing the impact of our work on clients’ businesses fuels my passion,” he shares. “It’s about empowering them to unlock their growth potential and navigate challenges with confidence.” This focus on impact drives every aspect of FinOps Squad’s operations. From implementing KPIs to introducing robust financial systems, the agency’s tailored strategies have consistently delivered measurable success. A standout example includes a collaboration with a creative agency struggling with inefficiencies. Through targeted interventions, he and his team increased the client’s profitability within a year, highlighting the effectiveness of their bespoke approach.

Innovation at the Helm

Fom’s leadership style is defined by adaptability, emotional intelligence, and a forward-thinking mindset. He views challenges not as obstacles but as opportunities for innovation. This perspective has inspired unconventional practices, such as fostering a “finance meets creativity” mindset within FinOps Squad. “Cross-disciplinary collaboration allows us to develop solutions that balance financial precision with creative adaptability,” he explains. It’s a unique approach that sets his agency apart in a competitive industry.

Effective leadership, according to him, also hinges on empowering teams and fostering collaboration. “It’s about creating an environment where innovation thrives and people

feel motivated to excel,” he says. This belief is evident in the culture he has cultivated at FinOps Squad—a culture rooted in integrity, innovation, and a shared mission to redefine finance for SMEs and scale-ups.

The finance industry is undergoing rapid transformation, driven by advancements in AI, automation, and a growing emphasis on sustainability. These shifts are something Fom is acutely aware of and has positioned FinOps Squad at the forefront of change. By leveraging AI-driven analytics, the agency optimises efficiencies and delivers actionable insights, ensuring its clients remain competitive in an evolving marketplace. As he thinks on what the future holds, he envisions FinOps Squad as a global leader in financial services for SMEs and scale-ups. His strategy involves expanding into emerging markets, strengthening the firm’s presence in the UK and US, and enhancing its service offerings. “Our commitment to innovation and client-centred solutions will drive transformative growth for businesses worldwide,” he asserts.

Amplifying the Role of Finance

What truly sets Fom apart is his ability to merge technical expertise with a visionary approach. For him, finance is not merely a function; it’s a catalyst for growth and innovation. This perspective has earned him recognition as a thought leader in the industry and a trusted adviser to his clients. As he continues to steer FinOps Squad towards new heights, he remains steadfast in his mission: to empower businesses through financial excellence and strategic foresight. His leadership is a reminder that finance, when executed with creativity and care, has the power to transform not only balance sheets but also lives.

Leonard Fom’s story is one of resilience, innovation, and impact. From his early career navigating the complexities of global finance to founding a pioneering agency that champions SMEs and scale-ups, he has consistently demonstrated

the power of visionary leadership. In a business environment that demands adaptability and creativity, he exemplifies what it means to lead with purpose. As FinOps Squad continues to break new ground, it’s clear that his influence will extend far beyond the numbers—shaping a future where financial strategy is not just a service but a transformative force.

London United Kingdom

Leonard Fom CEO Finops Squad

The Role of Partnerships in Building Small Businesses.

Strategic partnerships have become a cornerstone of growth for small businesses, offering access to new markets, shared expertise, and operational efficiencies that accelerate success in an increasingly competitive landscape.

For small businesses navigating the challenges of growth, survival, and differentiation, partnerships have emerged as a critical strategy for scaling operations, enhancing credibility, and unlocking new revenue streams. Unlike large corporations with vast resources, small enterprises often operate with limited capital, personnel, and industry influence. Strategic alliances, whether formed with complementary businesses, suppliers, technology providers, or industry influencers, offer a pathway to overcoming these constraints and achieving sustainable expansion.

Expanding Market Reach and Customer Base

One of the most immediate advantages of business partnerships is the ability to reach a broader audience without the need for substantial investment in marketing and customer acquisition. By collaborating with an established business that serves a complementary market, small enterprises can gain access to an entirely new segment of potential customers who may have otherwise been difficult to reach. This is particularly valuable for businesses operating in niche

markets, where brand awareness is often a significant barrier to growth.

A well-aligned partnership creates opportunities for cross-promotion, co-branded marketing campaigns, and shared distribution channels, all of which can significantly enhance brand visibility. For example, a small organic food brand partnering with a local health and wellness store can instantly gain credibility and exposure within a highly relevant customer base. Similarly, a technology startup aligning with a well-known software provider can leverage the latter’s customer network to gain trust and increase adoption. These collaborations enable small businesses to amplify their marketing efforts at a fraction of the cost of traditional advertising.

Beyond visibility, partnerships also facilitate market expansion across geographical boundaries. Entering new markets often requires extensive local knowledge, regulatory compliance, and logistical capabilities that can be challenging for small businesses to navigate alone. A partnership with a local distributor, supplier, or business already embedded within the target market can ease entry barriers, provide immediate market insights, and accelerate the process of establishing a foothold in a new region. This is particularly relevant in today’s globalised economy, where businesses increasingly look beyond domestic borders to sustain growth.

Enhancing Operational Efficiency and Innovation

Partnerships are not just about market expansion; they also play a crucial role in improving operational efficiency and driving innovation. Many small businesses struggle with resource limitations, whether in terms of technology, workforce capabilities, or supply chain constraints. Partnering with the right organisations allows businesses to share resources, leverage each other’s strengths, and reduce operational costs.

In industries where research and development are key drivers of success, strategic alliances with technology firms, academic institutions, or industry innovators can accelerate the process of bringing new products and services to market. Small businesses often lack the internal capacity to invest heavily in innovation, making partnerships a viable alternative for accessing advanced expertise, research capabilities, and cutting-edge technology. A

startup in the fintech sector, for instance, might partner with an established banking institution to co-develop a new financial product, benefiting from both technological agility and industry credibility.

Supply chain partnerships also contribute significantly to operational efficiency. Small businesses that rely on external suppliers or logistics providers can negotiate better pricing, improve inventory management, and streamline production processes by forming long-term alliances. Collaborative purchasing agreements allow businesses to access bulk pricing and favourable terms that would otherwise be unavailable to them as individual entities. These efficiencies not only reduce costs but also enhance the ability to meet customer demand with greater speed and reliability.

Strengthening Brand Credibility and Positioning

Trust is a critical factor in consumer decision-making, particularly for small businesses that may not yet have established strong brand recognition. Forming partnerships with reputable and well-regarded organisations provides an immediate credibility boost, signalling to customers that the business is a trusted player in its industry. This type of association is invaluable for businesses looking to differentiate themselves in crowded markets and attract customers who may be hesitant to engage with an unknown brand.

Endorsements, co-branding initiatives, and joint ventures all serve as powerful credibility builders. A partnership with an industry leader not only provides access to their customer base but also reinforces the perception that the small business meets high-quality standards. This dynamic is particularly evident in sectors such as fashion, technology, and professional services, where brand perception plays a significant role in purchasing decisions. Consumers are more likely to engage with a brand that has established relationships with trusted names within their industry.

Partnerships also provide small businesses with a stronger competitive edge by allowing them to offer expanded service capabilities. A boutique creative agency, for instance, might form an alliance with a digital marketing firm to offer a full suite of branding and online marketing services, making them more competitive against larger agencies with in-house

capabilities. By pooling expertise, businesses can offer comprehensive solutions that would otherwise be beyond their individual capacities, thereby strengthening their market positioning.

Navigating Challenges

While the benefits of partnerships are substantial, they also require careful management to ensure success. Poorly defined agreements, unclear expectations, and misaligned objectives can quickly lead to conflicts that erode the value of collaboration. Effective partnerships require a foundation of mutual respect, open communication, and clearly outlined terms that define roles, responsibilities, and expected outcomes.

Legal and contractual considerations play an important role in partnership structures. Well-drafted agreements ensure that both

parties have a clear understanding of profit-sharing arrangements, intellectual property ownership, dispute resolution mechanisms, and exit strategies. Small businesses should seek professional advice when drafting agreements to avoid potential legal complications that may arise as the partnership evolves.

Regular evaluation of the partnership’s performance is equally critical. Businesses must continuously assess whether the collaboration is delivering the intended value and whether adjustments are necessary to optimise outcomes. A successful partnership should be dynamic, evolving alongside business needs and market conditions. If a partnership ceases to serve its strategic purpose, both parties should be prepared to exit amicably and explore new opportunities that better align with their evolving objectives.

Ucraft Next: A Building Tool Everyone Can Use.

The tools businesses rely on to build and expand their online presence often define their ability to thrive in an increasingly competitive market. Ucraft Next, a game-changing website and eCommerce platform, has quickly emerged as a leader by delivering cutting-edge solutions that are both powerful and user-friendly. The platform stands out for seamlessly blending simplicity with sophistication, catering to both ambitious entrepreneurs and established enterprises. With robust features and innovative strategies, Ucraft Next reshapes the digital landscape, setting new benchmarks for managing online experiences.

Simplifying Complexity, Amplifying Potential

Ucraft Next’s strength lies in its ability to simplify complex processes and make them accessible to all. Central to this effort is Ucraft Next Copilot, an AI-driven builder that aims to revolutionise websites and eCommerce platform creation. By automating design and layout customisation, the Copilot tool is tailored to users who need to scale their online presence without the steep learning curve often associated with advanced digital tools. This innovation reflects the company’s mission to make website creation accessible, efficient, and impactful.

Ucraft’s versatile platform supports a wide range of business models, catering to companies selling physical and digital goods, offering subscription services, managing bookings, and even handling gift cards and rentals. With its advanced eCommerce capabilities, the platform allows users to seamlessly manage vital and otherwise complex processes including inventory management, payments, and shipping—features essential for businesses operating in a globalised economy.

Thanks to Ucraft’s payment integrations, which supports local processors, international systems, and digital wallets, users can better streamline operations, making it the perfect tool for business owners looking to scale. Its Professional Visual Editor enables users to design sophisticated, code-level websites without writing a single line of code. This feature, paired with the platform’s intuitive Content Management System (CMS), allows users to update content and optimise for SEO without affecting site design or functionality. Ucraft’s balance of customisation and simplicity allows users to control their digital presence while enjoying a seamless experience.

Driving Growth Through Flexibility

Ucraft has seen a steady increase in users over the years. This increase is not just driven by its technical features but also by its strategic approach to empowering different types of users. The platform has gradually grown to

be an indispensable resource for a variety of audiences, including SaaS companies, design agencies, freelance developers, and large enterprises. Given how adaptable the platform is, businesses of every size, and at every stage of growth can utilise the tools it provides as they work to improve their operations.

It caters to all, from the flexible pricing plans and tiers which ensure that users can access essential features at costs aligned with their budgets, to the app marketplace where users can find integrations such as analytics, marketing tools and customer support systems to enhance website functionality. The platform also enables businesses operating in diverse markets to create websites in multiple languages, allowing them to connect with a broader audience. Combined with customisable shipping profiles for both local and international deliveries, Ucraft Next enables users to navigate cross-border operations effortlessly—an essential feature in today’s interconnected global economy.

Furthermore, Ucraft’s enterprise-level Whitelabel Solution, which allows businesses to brand and resell its website builder under their own name, is an ideal solution for companies looking to expand their product offerings without the significant investment of developing proprietary technology. While its Partners Program provides SaaS enterprises, marketing agencies, and webmasters with an opportunity to design and sell websites while earning ongoing revenue.

A Focus on Bespoke Solutions

The team at Ucraft is committed to delivering tailored solutions to the varying needs of its clients. Every project is approached with a clear and result-oriented strategy, with the team consulting user feedback as a compass as it works to refine tools and deliver the best possible outcomes.

Its growing pool of talent, driven by a proactive and

problem-solving mindset, maintains this standard of excellence. Employees are encouraged to challenge norms and bring fresh ideas to the table, which has led to streamlined processes and enhanced client experiences. Whether through brainstorming workshops or hands-on support for specific client requests, the team consistently demonstrates a strong commitment to customer success.

In the days ahead, Ucraft plans to expand its presence in the B2B market. Recognising the growing demand from design agencies and SaaS companies, the company plans more investment in features that help these businesses scale their operations. The introduction of AI-driven tools like the Copilot and an emphasis on seamless integrations with existing SaaS ecosystems are essen-

tial first steps to achieving this objective. The company is also committed to pushing the boundaries even further in website and eCommerce development, leveraging emerging technologies to remain ahead of market trends.

Ucraft offers more than just a website and eCommerce builder; it is a catalyst for digital transformation. By combining advanced features with intuitive design, the platform empowers businesses to create dynamic, scalable online presences that drive growth and engagement. Whether it’s enabling startups to launch with confidence or providing enterprises with tools to expand globally, Ucraft Next is redefining the possibilities of digital development.

The Rise of Short-Form Video Marketing.

As consumer attention spans shorten and digital engagement becomes more visual, businesses are leveraging shortform video content to captivate audiences, build brand awareness, and drive conversions.

The Power of Short-Form Video in Consumer Engagement

The increasing preference for short-form video content is driven by fundamental changes in consumer behaviour. Audiences today are not only accustomed to fastpaced digital experiences but also expect content that is concise, visually stimulating, and immediately engaging. Traditional long-form content, while still valuable in certain contexts, often struggles to maintain attention in a landscape dominated by scrolling feeds and bite-sized entertainment. This shift has made short-form video the preferred format for storytelling, product demonstrations, brand introductions, and customer engagement.

One of the defining advantages of short-form video is its ability to condense complex messages into digestible, high-impact content. Unlike text-based or static image formats, video combines motion, audio, and visual elements to create immersive experiences that evoke emotion and prompt immediate responses. For businesses, this translates into higher engagement rates, increased brand recall, and greater opportunities for virality. Platforms such as TikTok have demonstrated how authentic, relatable, and even humorous content can transform unknown brands into global sensations overnight. The algorithm-driven nature of these platforms amplifies reach, ensuring that engaging videos have the potential to be discovered by audiences beyond a brand’s immediate followers.

Another key aspect of consumer engagement through short-form video is the interactive nature of the format. Social media platforms have evolved beyond passive content consumption, encouraging users to participate through comments, shares, duets, and remixes. This interactivity fosters a sense of community and allows brands to engage in real-time conversations with their audience. Unlike traditional advertisements, which often feel one-sided, short-form video marketing invites collaboration, turning customers into brand advocates who actively participate in content creation. This participatory element is particularly valuable for small businesses looking to build authentic connections and foster a loyal customer base.

Storytelling and Brand Authenticity in ShortForm Video

One of the biggest misconceptions about short-form video marketing is that its brevity limits the ability to tell compelling stories. On the contrary, the constraints of this format encourage brands to distil their messaging into powerful narratives that immediately capture interest. In a world where consumers are increasingly sceptical of overt advertising, storytelling has become an essential tool for building trust and emotional connections. Businesses that master the art of storytelling within shortform video content can differentiate themselves, making their brand more relatable and memorable.

Authenticity is at the core of effective storytelling in short-form video marketing. Unlike traditional commercials, which often rely on polished production and scripted narratives, successful short-form content thrives on rawness, spontaneity, and relatability. Viewers today are more inclined to engage with content that feels genuine rather than overly produced. Small businesses, in particular, have a unique advantage in this space, as they can showcase their behind-the-scenes processes, share founder stories, and engage with audiences on a personal level. Consumers appreciate brands that provide transparency, whether it be through showcasing product development, highlighting ethical sourcing, or responding candidly to customer feedback.

The use of short-form video for educational content has also become a powerful strategy in storytelling. Businesses that provide value beyond their product offerings—whether through industry insights, how-to guides, or customer testimonials—position themselves as thought leaders within their niche. This approach not only drives engagement but also fosters trust, as consumers are more likely to buy from brands that provide informative and relevant content rather than those solely focused on direct selling. The combination of education, entertainment, and authenticity makes short-form video marketing an essential tool for small businesses looking to establish a strong brand identity.

The Impact of Platform Algorithms on Video Visibility

While the appeal of short-form video marketing is undeniable, its effectiveness is largely influenced by the algorithmic structures of social media platforms. Understanding how these algorithms function is crucial for businesses seeking to maximise visibility and engagement. Unlike traditional advertising, where reach is often determined by budget allocation, short-form video platforms rely on engagement metrics such as watch time, shares, and comments to determine content distribution. The more engaging a video is, the greater its chances of being pushed to wider audiences, even beyond the brand’s immediate followers.

TikTok, for instance, has revolutionised content discovery through its “For You” page, which prioritises personalised recommendations based on user interactions rather than follower count. This means that even small businesses with minimal social media presence have the potential to reach millions if their content resonates with the audience. Similarly, Instagram Reels and YouTube Shorts utilise algorithmic recommendations to surface content that aligns with user preferences, creating opportunities for organic growth without the need for extensive advertising budgets.

However, success on these platforms requires consistency and adaptability. The fast-paced nature of social media trends means that businesses must stay attuned to emerging themes, viral challenges, and platform up-

dates. Those that continuously experiment with different content styles, formats, and storytelling techniques are more likely to find success than those relying on a static approach. Moreover, engagement goes beyond content creation—businesses must actively interact with their audience, respond to comments, and participate in conversations to strengthen their digital presence.

The Future of Short-Form Video in Marketing Strategies

As consumer preferences continue to evolve, short-form video marketing is set to remain a dominant force in digital engagement. Businesses that have yet to integrate this format into their marketing strategies risk being left behind in an era where visual storytelling and real-time interaction define brand success. The future of shortform video will be shaped by advancements in artificial intelligence, augmented reality, and interactive media, offering even greater opportunities for brands to create immersive and personalised experiences.

For small businesses, the key to success lies in embracing the agility and accessibility of short-form video while maintaining a strategic approach. Investing in creativity, authenticity, and audience engagement will ensure that brands not only capture attention but also build meaningful connections that drive long-term loyalty. The rise of short-form video marketing is not a fleeting trend—it is a fundamental shift in how businesses communicate, and those that adapt effectively will thrive in the evolving digital landscape.

Tips for Building a Small Business that Thrives in Your Absence.

True business success is not measured by how dependent an operation is on its founder but by how well it functions and grows even when the owner is not present. Building a self-sustaining business requires careful planning, strategic leadership, and a commitment to operational excellence.

Many small business owners fall into the trap of building a company that is entirely reliant on their presence and decision-making. While this may provide a sense of control, it ultimately limits growth and creates a fragile business structure. A business that cannot function without its owner is not truly scalable, nor does it offer longterm financial security. The ability to step away—whether for personal time, expansion opportunities, or unforeseen circumstances—without disruption to operations is the hallmark of a well-structured and resilient enterprise.

Strong Systems and Standardised Processes

The foundation of a business that operates smoothly without constant owner involvement lies in well-defined systems and standardised processes. Many entrepreneurs rely on instinct and personal oversight to ensure quality and efficiency, but this approach is neither scalable nor sustainable. A business must be built on structured workflows that eliminate ambiguity, allowing employees to execute tasks with consistency and precision. Clear operational procedures ensure that even in the owner’s absence, employees understand exactly how to handle various aspects of the business.

Documentation is a critical aspect of creating structured systems. Every key process, from customer service interactions to financial management, should be documented in a way that is easily accessible and comprehensible to employees. Standard operating procedures (SOPs) serve as a reference point, reducing dependency on verbal instructions and allowing team members to operate independently. When a business has clear guidelines for handling different situations, decision-making becomes less reliant on the owner’s direct input, and operational continuity is maintained even in their absence.

Technology also plays an essential role in automating and streamlining business operations. Modern digital tools can handle everything from inventory management and customer relationship tracking to automated billing and performance analytics. The right technological infrastructure minimises the need for hands-on

oversight, enabling seamless operations even when the business owner is away. Implementing cloud-based collaboration tools ensures that workflows remain uninterrupted, employees stay connected, and critical business data is accessible from anywhere. A business that effectively leverages technology gains both efficiency and resilience, making it less susceptible to disruptions.

A Competent and Autonomous Team

A business’s ability to thrive without its owner depends largely on the strength and autonomy of its team. Many small business owners struggle with delegation, often believing that no one else can perform tasks to their standard. This mindset, however, creates bottlenecks and hinders growth. Building a self-sustaining business requires a leadership approach that prioritises trust, accountability, and the development of employees who are capable of managing operations independently.

Hiring the right people is the first step in creating a capable team. Employees should not only possess the necessary technical skills but also align with the company’s values and culture. A strong team is composed of individuals who take ownership of their roles, proactively solve problems, and contribute to the business’s longterm vision. Investing in talent acquisition and employee development ensures that the business is not reliant on any single individual, including the owner.

Training is another crucial aspect of empowering employees. A well-trained team is equipped to handle challenges, make informed decisions, and execute responsibilities without constant supervision. Business owners should provide ongoing training opportunities that enhance technical proficiency, leadership capabilities, and problem-solving skills. Encouraging employees to take initiative and make decisions instils confidence and fosters a sense of ownership. When employees feel valued and trusted, they are more likely to perform at a high level even in the absence of direct oversight.

Delegating authority and establishing a leadership

structure within the organisation further strengthens business autonomy. A hierarchy that allows for distributed decision-making ensures that responsibilities are not concentrated in the hands of one person. Senior employees or department heads should have clear areas of accountability, ensuring that day-to-day operations continue without disruption. When leadership responsibilities are shared, the absence of the business owner does not create uncertainty or operational inefficiencies.

A Culture of Accountability and Adaptability

A business’s ability to function independently is not just a matter of systems and personnel—it is also deeply influenced by the organisational culture. A company culture that emphasises accountability, continuous improvement, and adaptability fosters an environment where employees take initiative and uphold standards without needing constant supervision.

Accountability ensures that every team member understands their role in the business’s success. When employees are held responsible for their performance and given the autonomy to execute tasks effectively, they develop a sense of ownership. This reduces the need for micromanagement and allows the business to operate efficiently without constant intervention. Regular performance re-

views, transparent communication, and constructive feedback reinforce a culture where employees are motivated to maintain high standards even when the owner is not present.

Adaptability is equally important in creating a business that can thrive without its founder. Markets evolve, customer expectations shift, and unforeseen challenges arise. A rigid organisation that depends solely on the owner’s decision-making can struggle to respond to change. Businesses that encourage employees to think critically, embrace innovation, and proactively seek solutions are more resilient to disruptions. An adaptable workforce ensures that the business continues to grow and improve, rather than remaining stagnant or dependent on a single leader.

A truly successful business is one that does not rely on the constant presence of its founder but instead operates with a well-structured, independent framework. By establishing strong systems, empowering a capable team, fostering a culture of accountability, and ensuring long-term sustainability, business owners can create enterprises that not only survive but thrive in their absence. This level of autonomy allows owners the freedom to pursue new opportunities, step back when needed, and ultimately enjoy the success of a business that is built to last.