IQ-Magazine-Issue-9

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welcome to the ninth edition of iq business magazine, 

a quarterly publication that offers insight and inspiration 

to sme business owners in cambridgeshire and suffolk 

IQ welcome 

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If you would like to pass any 

comment on this edition of 

IQ, or you have any business 

news to report, contact 

Georgie Campbell on 

01638 666432 or email 

georgie@cubiqdesign.co.uk 

Looking ahead to a prosperous 

financial year, 2014/2015 has 

already been earmarked as the 

turning point for local business. 

Key support organisations, 

such as Greater Peterborough 

Greater Cambridgeshire LEP, have detailed a 

significant funding proposal, whilst the region 

looks set to thrive on the ‘greenshoot’ economy 

we had been promised in the latter half of 2013. 

With optimism in their stride, business owners 

are looking ahead to profitable months, but we 

are still urging individuals to assess and secure 

the foundations of their businesses before 

making that giant leap into the future. Taking 

stock of your business, reassessing the basic 

foundations of your enterprise and knocking 

any dead capital on the head will ensure that 

you’re ready for growth. Remember - solid 

foundations are the best foundations. 

Business consultants are present in every field, 

so take a moment to find assistance where you 

need it most. Seek advice and, most importantly, 

listen to it. 

Networking also remains a top priority for many 

business owners, with opportunities to broadcast 

your business as well as to increase your local 

connections. Our next networking event is set 

for 15th May, hosted by The Packhorse Inn 

in Moulton. I would like to invite our readers 

to attend. Guest speaker Mark Edmondson, 

from Edmondson Hall, will be addressing the 

relationship between the racing industry and 

local business. If you would like to attend this 

free networking event, please email info@ 

iqmag.co.uk or call the team on 01638 666432. 

to receive your free issue of iq 

Visit www.iqmag.co.uk and sign up to the IQ database to receive your free copy of IQ each quarter. 

issue 9 | page 5

IQ contents 

in this issue 

08 Business Overview 

10 How To Get Your Business To Mayfair 

12 Bold Plans Submitted To Government 

15 How Do I Maximize The Value Of My Business? 

16 Common Sense Can Save You Money 

19 Employment Update: Families At Work 

20 Preparation Is Key 

22 The Seller’s Bible 

25 Standing The Test Of Time 

34 When 2 + 2 Equals 5 

37 Business Diary 

44 A Meeting Of Minds 

46 Celebration Of Business 2014 

49 Taking Care Of Business 

51 Summer Inspired Hot-Desking 

56 Bringing Your Business To Life Through Food 

59 Personal Performance 

66 Come Fly With Me 

THe TEAM 

John Treby Creative Director | Gemma Treby Sales and Marketing Director | Georgie Campbell Editor 

Kate Snowdon Editiorial & PR Assistant | Kelly Baxter Editiorial & PR Assistant | Becca Plaxton Publication Sales 

Jess Pack Designer | Matt Cockerton Designer | Eugene Hector Designer | Emma Sheppard Designer 

Nick Jenkins Designer | Steve Parr Designer | Paul Paterson Designer 

Expert Contributors Glyn Mon Hughes | Miles Vartan | Jacqui Kemp | Ian Froggat | Neil Grayh 

Cubiqdesign | Goodwin Business Park | Newmarket | CB8 7SQ | 01638 666432 | www.iqmag.co.uk 

issue 9 | page 7

IQ business overview 

BUSINESS OVERVIEW 

Glyn Mon Hughes discusses the impact of Government 

on local businesses ahead of the next General Election 

Being in business is akin to contemplating a 

gigantic crystal ball. Where will the market go 

next? When’s the next crisis coming? What’s 

the competition doing? Where are the new 

customers? It’s a long litany of concerns. 

At present, the country is in that odd situation 

where there are many column centimetres 

of economic good news, but nobody’s sure 

they want to say that good times really have 

returned. After an incredibly tough five years 

or so, business pages are far less doom-laden, 

but there’s always someone ready to prick the 

feel-good bubble. 

Unemployment may be dropping, but the 

Co-operative Bank recently announced losses 

running into billions. Inflation is low, but siren 

voices say the exchange rate risks running out of 

control, rendering British exports uncompetitive. 

And when are interest rates going to rise? 

Then there’s political uncertainty. Next month’s 

local and European elections could be a 

foretaste of the next General Election, only a 

little over a year away. Will UKIP rattle the two 

big Westminster parties? Will they change tack 

as a result? What about the Liberal Democrats? 

Will the Coalition continue? And what 

about that referendum? What would an 

independent Scotland mean for the English 

business community? 

All questions, no easy answers. Whatever 

the outcome, business in East Anglia will 

feel the effects. 

Locally, businesses have their eyes firmly on the 

future, building on what has been a relatively 

buoyant time, as many companies in Suffolk 

and Cambridgeshire did not feel the pinch as 

badly as some in other UK regions. That’s no 

guarantee things will stay the same. 

Organisations such as the Confederation 

of British Industry and the Federation of 

Small Businesses in East Anglia, have long 

championed working with schools and colleges 

to provide careers advice and encourage the next 

generation of apprentices and entrepreneurs. 

That’s why there was a guarded welcome for 

new Government guidance, which advocates 

a greater role for employers in giving careers 

advice in schools. 

“The new guidance is a step in the right 

direction, but it’s a long road to mend our broken 

careers system and inspire the next generation 

of engineers, entrepreneurs and scientists,” said 

Rob Wall, head of education and employment 

policy at the CBI. 

“All of us – schools, Government and businesses 

– have a role to play in fixing the problem, but 

it is the Government that must lead from the 

front to make it a reality. We need a new system 

to build relationships between schools, colleges 

and local companies, allowing firms to get 

more involved. Vocational training should 

never be seen as second best, as it offers 

issue 9 | page 8

IQ business overview 

many young people routes to high quality, 

well paid and skilled careers.” 

The FSB’s recent document Getting East 

Anglia Connected is another serious look at the 

future, suggesting that substantial investment 

needs to be made into better broadband as well 

as transport links. The organisation, as well as 

regional colleagues, will be delighted that plans 

for the A14 toll road have been dropped and that 

a new consultation is under way for a £1.5bn 

improvement of the Cambridge to 

Huntingdon stretch. That led John 

Dugmore, chief executive of Suffolk 

Chamber of Commerce, to suggest 

that much can be done when regional 

representatives work together. 

Private sector investment is also on 

the up in the region. Anglian Water, for 

example, recently announced a £5bn 

investment and London Stansted is 

ahead of schedule on its £80m terminal 

improvements. “The Prime Minister was 

correct in 2010, when he said private business 

would be the driver of economic recovery in 

the UK,” noted Dugmore. 

Further proof of a more secure future came as 

it was revealed that one in four companies in 

the region is classed as ‘high growth’, with the 

number of enterprises rising 0.5% to 217,620. 

The area is only eclipsed by London, the South 

East and the Midlands. High growth is achieved 

when companies with a turnover between 

£2.5m and £100m have seen a 33% increase 

in turnover over three years and a 10% growth 

for a minimum of two years. 

Cambridge, too, has reason to celebrate, after 

the Government backed its City Deal, which 

could unlock £1bn of investment in the Greater 

Cambridge area. The deal aims to secure 

additional funding for investment in transport 

infrastructure to support high quality economic 

and housing growth in coming decades. 

Although local council leaders as well as the 

Vice Chancellor of Cambridge University 

welcomed the deal, John Bridge, chief 

executive of Cambridgeshire Chambers of 

Commerce sounded a note of 

caution. “It’s unclear 

how the money will be spent and what 

the local economy can expect to gain from it,” 

he warned. 

That could be a debate which will drag on 

for years. But what cannot be denied is that 

businesses are looking forward to a rosy future 

in East Anglia, even if political uncertainty casts 

rather a shadow over celebrations. 

More Information 

www.iqmag.co.uk 

issue 9 | page 9

IQ finance 

HOW TO GET 

YOUR BUSINESS 

TO MAYFAIR 

Steve Elsom, Area Director SME Banking for Lloyds 

Bank, reveals the road to trade success 

LETTER OF 

INTENT 

SUPPLIERS 

ENGAGED 

ACTION 

VISIT 

LLOYDS 

BANK 

REFLECT 

With the turn of the new financial 

year, now is the time to take stock 

of your business’ objectives. Do 

you have a clear path in place? Do 

you know what 2014/2015 holds 

for your product or service? And 

most importantly, do you know 

how you are going to get your 

business to flourish? 

Taking clear steps, looking at 

what’s ahead, assessing the 

competition whilst remaining 

focussed on your business goals 

you’ll soon find yourself on the 

road to success… or on the road 

to Mayfair. 

We’ve all played Monopoly as 

children, at Christmas and now 

with our own families, so it’s no 

wonder we’ve become experts 

at it. Taking chances, collecting 

£200 when passing ‘go’ and 

purchasing property 

whilst assessing the 

potential revenue 

and taking stock 

of what we have 

in the bank… It 

has become second 

nature, so why not take 

those attributes into the world 

of business? 

Working your way around the 

board, you’ll be reminded of 

those vital steps needed to send 

your business straight to Mayfair. 

Whether you’re just starting out or 

are looking to explore new avenues 

in your business, sometimes the 

simplest plans are the best ones. 

Start your business off on the 

right foot, stay out of ‘jail’ and 

take time to reflect, you’ll soon be 

watching the sales flow. 

JUST 

VISITING 

J A I L 

REGISTER AT 

COMPANIES 

HOUSE 

I N 

CHOSE YOUR 

COMPANY 

TYPE 

FIND AN 

ACCOUNTANT 

CHANCE 

BUISNESS 

PLAN 

RESEARCH 

issue 9 | page 10


CREATE A 

WEBSITE 

• ?•?•?•?•?•?•?•?•?•?•?•?•?•? •?•?•?•? •? • 

?•?•?•?•?•?•?•?•?•?•?•? 

• ?•?•?•?•?•?•?•?•?•?•?•?•?•? •?•?•?•? •? • 

F R E E 

P A R K I N G 

REGISTER 

FOR 

VAT 

OPEN A 

BUISNESS 

ACCOUNT 

REVENUE 

CHANCE 

ENGAGE THE 

INLAND 

COMMUNITY 

CHEST 

PREMISES 

?•?•?•?•?•?•?•?•?•?•?•? 

PROFILE 

BUILD YOUR 

REVISIT CREATE 

OF YOUR 

CONTACTS 

C O M M U N I T Y C H E S T 

USE ALL 

TRADE 

B I Z O P O LY 

G O T O 

J A I L 

R . A . C . E . T O T R A D E 

COMMUNITY 

CHEST 

executive 

marketing 

plan 

NETWorKING 

GROUPS 

C H A N C E 

SENSE 

CHECK 

VIABILITY 

• ?•?•?•?•?•?•?•?•?•?•?•?•?•? •?•?•?•? •? • 

?•?•?•?•?•?•?•?•?•?•?•? 

COMMUNITY 

CHEST 

?•?•?•?•?•?•?•?•?•?•?•? 

• ?•?•?•?•?•?•?•?•?•?•?•?•?•? •?•?•?•? •? • 

Engage 

legal 

suport 

CHANCE 

EXECUTE 

sell your 

product 


Lloyds Bank, Enterprise House, Chivers 

Way, Vision Park, Histon, Cambs, CB24 9ZR. 

EMAIL: steve.elsom@lloydsbanking.com. 

TWITTER: @steveelsom1. 

TEL: 01223 227680. www.lloydsbank.com 

MARKET 

RESEARCH 

C O L L E C T 

£ 2 0 0 . 0 0 S A L A R Y 

A S Y O U P A S S 

watch the 

sales flow 

issue 9 | page 11


BOLD PLANS 

SUBMITTED TO 

INJECT CAPITAL 

INTO LOCAL 

ECONOMY 

The Greater Cambridge Greater 

Peterborough Enterprise Partnership 

reveals plans to inject £500 million 

into the local economy 

Submitting plans to government calling 

for a substantial investment into 

the local economy, the Greater 

Cambridge Greater Peterborough 

Enterprise Partnership (GCGP) has 

announced its Strategic Economic Plan, 

which calls for a £500 million investment 

in the local economy. 

One of 39 Strategic Economic Plans submitted 

by LEPs vying for a share of the Local Growth 

Fund (LGF) via the Growth Deal process, the LGF 

will inject at least £2 billion of funding per year 

into economic growth related projects over the next 

six years. 

Adrian Cannard, Strategy & Planning Director 

at the Greater Cambridge Greater Peterborough 

issue 9 | page 12


Enterprise Partnership (LEP) explains: “Our 

Strategic Economic Plan clearly demonstrates the 

fantastic potential that our area has to create new 

jobs, at the same time as supporting new homes 

and infrastructure. We have been bold in our ask, 

but are confident that our plans are robust and will 

deliver results for our local area. 

“We have developed the plan alongside business 

and other key partners, such as our local authorities, 

to ensure that it reflects what is really required to 

develop our local economy further. We will now be 

engaging in tough negotiations with Government 

to secure the best possible outcome to support new 

jobs and economic growth in our area over the next 

six years.” 

Revealing five core elements of its plan, GCGP 

details measures to ensure the continued momentum 

of its plans, whilst working hard to finalise the 

European Structural and Investment Fund Strategy 

which could draw in over £70 million worth of 

European Funding to the local area. 

Grahame Nix, Chief Executive of GCGP, said: 

“It is an exciting time for our LEP, with a range 

of new funding opportunities that will enable us 

to have a significant positive impact on our local 

economy. We have two of the fastest growing cities 

in the UK in our area, and now is the time to 

harness that growth potential and turn it into new 

jobs, new skills, new homes and new infrastructure 

that will benefit the whole of our LEP area. 

We look forward to negotiating our Growth Deal 

with Government and are hopeful of a resolution 

before the summer recess.” 

Government is expected to agree Growth Deals 

with LEPs by mid-2014, with the funding available 

from April 2015. 


www.gcgp.co.uk 

The five elements include: 

Digital 

to become the UK’s exemplar area for 

digital connectivity and bolster our 

position as a leader in the Internet of 

Things; 

Infrastructure 

to enable a transport network fit for an 

economically vital high growth area; 

Skills 

to remove the skills barriers to 

continued growth and facilitate a truly 

business-led approach to skills delivery; 

Commercial Property 

to respond to existing market pressures 

by supporting the provision of additional 

commercial space where it is most 

needed; 

Business Growth 

to accelerate the momentum of 

business growth by offering targeted 

and coherent support and advice. 

issue 9 | page 13


HOW DO I 

MAXIMISE THE 

VALUE OF MY 

BUSINESS? 

Neil gray, Corporate Finance Partner 

with Streets Chartered Accountants, 

discusses the importance of preparing 

your business for sale 


www.streetsweb.co.uk 

All business owners will at some point wonder how 

much their business is worth, how they can increase its 

value and what they need to do before any sale process 

commences to get their business into the right shape? 

There are many reasons why owners of a business may 

consider selling, the most common being some form 

of succession due to retirement or a tempting offer 

received from a third party. Other reasons, however, 

could be that the owners may have taken the business 

as far as they are able, and in order to continue to grow 

and develop, the business needs access to further funds or 

resources that they do not have available, or the owners 

don’t wish to take on the additional business risk by 

doing so. 

Whatever the reason for the sale, it is important that 

the owners follow some basic rules to ensure that they 

can try to maximise the value of their business. In most 

circumstances, this is the most valuable asset they have. 

Planning ahead of a sale event will reap benefits and it’s 

important to develop a strategy-driven relationship with 

your adviser at least eighteen months (preferably longer) 

before the sale is due to take place. The business needs 

to have shown a strong, but gradual, growth in earnings 

and all non-core or no growth parts of the business 

should be disposed of. 

What will make your business worth more, however, is 

to stand out from the crowd, ensuring you outperform 

the sector and your competitors, by pushing to increase 

your market share. To really maximise the value of your 

business, it needs to have a high barrier to entry, using 

well-developed intellectual property with long-term 

customer contracts and not depend on any one customer. 

Owners need to understand that the business cannot 

be just about themselves. In other words, that there is 

a well-developed management team beneath them. A 

team of skilled and motivated people within the business 

utilizing quality operational systems is crucial, ensuring 

most customer and supplier relationships are embedded 

with the team who will be staying on after the sale has 

taken place. If all the goodwill in the business rests with 

the outgoing owner, then a potential purchaser will see 

this as a weakness and their valuation will reflect this. 

Ultimately, it’s about planning well ahead of the sale, 

getting your own house in order and being well prepared 

for the due diligence process. You will then reap the 

benefits that your efforts deserve. 

issue 9 | page 15


COMMON 

SENSE 

CAN SAVE 

YOU MONEY 

When was the last time you accessed your office waste? 

Whether it’s food waste gathering in the corners of the fridge, desktop computers left on standby, 

poor office insulation or business purchases from unreputable sources, businesses – and employees - 

all over the country are wasting money. 

Financial journalist Martin Lewis, creator of 

MoneySavingExpert.com is happy to offer 

straightforward, no frills advice when it comes 

to evaluating expenditure. He has made a 

living on using language as currency, and with 

the language of his financial advice website 

selling for £87 million in 2012, it’s fair to say 

he knows what he’s talking about. 

Talking at the opening of this year’s Ideal 

Home Show at Earls Court, Lewis offered 

his top tips on the subject of where to save 

money. On a mission to give sound financial 

advice to the everyday British citizen, Lewis 

champions that concept that going back to 

basics can have a huge impact on improving 

your expenditure. The online expert may be in 

the thick of a complex financial world, but his 

overall message is simple: common sense can 

save you money. 

Be Critical of e-Commerce 

One of the more difficult things about modern 

purchases, often done online, is making sure 

that you are getting the most for your money 

and importantly, know exactly who you are 

buying from. Before any business purchase, 

it is important to ask the question - does the 

business really need this? Lewis explains the 

dangers of wandering into untrustworthy 

online sales when the answer to that question 

is ‘yes’. 

“Beware of Google. Google is dangerous. It’s 

great if you know what you’re looking for, but 

if you go through Google and renew a passport 

licence right now, for example, in those adverts 

at the top you’ll find mostly copycat websites, 

which will charge you extra money that you 

don’t need to pay for getting your passport. 

They’re often not the official passport office. 

We spoke to Martin Lewis at the Ideal Home Show, London. The Ideal Home Show Scotland takes place 

23 May – 26 May, SEC Glasgow. Tickets are available from www.idealhomeshowscotland.co.uk 

issue 9 | page 16


you encounter problems, because you have a 

contractual relationship with them. But the 

concept that a bank is there to help someone is 

not a good one, and if you think in those terms 

you will make the wrong decision.” 

Don’t assume that because it’s on Google that 

it’s legitimate! 

“The point of any form of scam is to check 

who you’re dealing with. If you’re dealing with 

Tesco.com it’s no different from dealing with 

Tesco the superstore. But if you’re dealing 

with Boowacka.com, who you’ve never heard 

of, then you’ve got to ask the question: Who 

are these people? 

“It may be that you found them through 

somebody trusted; if you were to go to my 

website and we told you about a company, 

you will know that we have checked it out and 

therefore you’ve got an implicit trust there.” 

Banks Are Businesses Too 

A subject close to his heart, Lewis explores the 

notion of whether banks do enough to help 

people with their finances? 

“A bank’s job is to sell to you,” he warns. “Not 

to help you, not to advise you. So, you have 

to devise your own needs, not follow its needs. 

Yes, you need to communicate with them when 

Throwing Money In The Bin 

Although the question of “where can people 

save money?” is a broad one, there is one 

outstanding area in which most people quite 

literally throw their money away… 

“One of the simple things is that many people 

don’t know the difference between the two 

key supermarket labels: ‘Use By’ and ‘Best 

Before,’” Lewis stresses. “The fact that we each 

throw £600 worth of food away every year is 

just a horrendous, horrendous waste.” 

“Let’s remember – ‘Use By’ is a health notice 

to you. If something is beyond its ‘Use By’ 

date, you need to chuck it in the bin. ‘Best 

Before’ is the manufacturer’s guide to optimum 

quality. All it means is, this item will be in its 

best-possible condition before this date. The 

day after a ‘Best Before,’ it’s still perfectly 

legitimate to eat. 

“Use your nose to smell it, use your eyes 

to look at it, use your sense to decide whether 

it’s right for you. Diminishing that waste 

is not just good for your pocket, but good 

for our entire environment considering that 

we’re shipping food from abroad, which 

then goes into bins!” 

With many SMEs looking to tie the purse 

strings in hope of a profitable year ahead, some 

of the simplest tips can be the best ones. Going 

back to basics to ensure that your business has 

stripped any unnecessary expenditure may 

save you more money than you thought. 

issue 9 | page 17

Employment Update: 

FAMILIES 

IQ employment 

AT WORK 

Jacqui Kemp of About HR discusses the vital updates in employment law 

In March the Children and Families Act 2014 received Royal Assent and key dates 

have now been confirmed giving new rights to employees. The main changes affecting 

employers in 2014 are: 

30 June 2014 

All employees with 26 weeks’ continuous 

service will be eligible to request flexible 

working. Currently only parents with children 

under 17, or carers looking after an adult in 

their own home, are eligible to request flexible 

working. 

What is flexible working? 

A request to work flexibly may include a request to 

change working hours, or the manner in which they 

work; e.g. an employee may request to work from home 

for some or all of their working week. 

Do I have to accept the request? 

No, you do not have to accept the employee’s 

request; however, you must consider the 

request fully. You may wish to meet the 

employee to discuss the request and to explore 

the proposed new working pattern further. 

Ultimately, you will have to make a decision 

based on the needs of the business. 

If we agree to the changes are they 

permanent? 

Any change you agree to should be written 

into the contract as a permanent change, OR 

you may decide to set a trial period in place 

to ensure the changes work for both parties. 

How does an employee make the request? 

Employees must put their request in writing, giving 

details of the changes they are applying for, and explain 

what effect they believe the new working pattern would 

have on the company and how it may be dealt with. 

What should I do now? 

Check your current policy and prepare to 

update it and distribute to employees in 

good time. 

1 October 2014 

Fathers and partners of expectant mothers will 

be eligible to take unpaid leave to attend up to 

two ante-natal classes with their partner. The 

law allows for up to 6.5 hours per class. 

What should I do now? 

Ensure you update your paternity policy 

and distribute to employees in good time. 

Ensure you do not discriminate and that your 

paternity policy applies to partners in samesex 

couples. 


For advice on handling employee issues and management training 

please speak to AboutHR by calling 01954 715406. 

issue 9 | page 19

IQ health & safety 

PREPARATION 

IS KEY 

Avoid accidents in your workplace 

by assessing the situation before 

taking action 

Collins Dictionary definition of ‘Accident’ 

1. an unforeseen 

event or one 

without an 

apparent cause 

2. anything that 

occurs unintentionally 

or by chance; chance; 

fortune 

3. a misfortune 

or mishap, esp 

one causing 

injury or death 

issue 9 | page 20

IQ health & safety 

When assessing how ‘work’ 

is going to be completed: 

Involve everybody who is going to be 

involved in the work or activity in 

assessing the risks 

Look at the location where the 

work is going to take place 

How are you going to keep your 

workers separated from hazards 

at the site or location? 

Are there other companies who are 

going to be working in the same space 

and what hazards are they going 

to create? 

Create instructions that are clearly 

understood and are practical 

to follow 

Make sure that your supervisor(s) 

has or have a major input into the 

assessment work and will ensure that 

what is agreed is followed minute 

by minute 

Create instructions that are clearly 

understood and are practical to follow 

“…cleared the Company of 

manslaughter, but found it guilty of a 

breach of health and safety law…” All 

too often, when you work in the Health 

and Safety world, the above sentence is 

one you digest when reading newspapers, 

trade press or Court reports. 

Sadly, someone has been killed, work 

colleagues of the deceased have been 

involved in a sad and stressful situation, 

and the employer has suddenly found that 

making money is immaterial. 

When reading articles like these, it becomes even more 

important to work with our clients to establish what can be 

done to prevent accidents from happening. From assessing 

the varied risks that workers and others face, to making sure 

that machinery is safe to use, there are very many areas for 

consideration. 

By ensuring that the working environment is free from 

hazards and that employees understand how they can protect 

themselves from harm, we are trying to combat the three 

situations mentioned above. 

Sadly, the legal system and those that work in it have to 

apportion blame. Once the evidence relating to a case has 

been reviewed, and deliberations have been made, the 

consequences will invariably result in fines, statements 

affecting reputations, and even prison sentences. 

What would have happened if those involved had sat around 

‘the table’ before planning or undertaking the respective 

activity and worked out how to complete the task safely, whilst 

minimising and controlling the risks? 

The majority of the British population has to go to work to 

earn a living. We do this to support families, fulfil dreams 

and to maybe even enjoy ourselves. Work to make sure that 

you and your colleagues get home fit and healthy without 

experiencing an accident – or the emotional and legal 

consequences of one… 


www.milesvartan.co.uk 

issue 9 | page 21

IQ showcase 

The Sellers Bible 

Ian Froggat of Froggatt Gottwald Consulting discusses the power of positive selling 

Let’s start with a fact: in the world of sales, there 

is no such thing as a silver bullet for winning 

opportunities! The harsh reality is that not all 

opportunities can be won. 

The need to qualify is therefore essential, so that 

you make the most of your sales time. Stop for a 

moment and consider this question: what are the 

two primary reasons why salespeople fail to win 

business? 

In a classroom environment we get a plethora of 

responses, but the two main explanations are: 

1. It was never going to be won. Somebody 

else was better positioned, had a better 

relationship, a better product, or a better 

service. But this fact was not recognised, 

valuable time was wasted trying to win the 

unwinnable. 

2. It was there to win, but the salesperson 

wasn’t effective enough. They failed to do the 

right things, at the right time with the right 

people. 

Qualification starts with assessment of the 

following: 

1. Do you understand your customer’s needs? 

2. Do you understand how the opportunity 

fits with your company’s sales strategy (and the 

needs of your management)? 

3. What personal expectations do you have of 

the opportunity? 

Customer Needs 

Let’s suggest that needs are key to our ability to 

qualify. They represent the customer’s business case 

for change. In other words: 

1. Where are they now? 

2. Where do they want to be in the future? 

3. What are the recommendations for 

moving forward? 

Qualifying opportunities, either in or out, is 

paramount. Where do you start? There is no “one 

size fits all” approach. Typically (and unfairly) 

qualification is driven solely by value or volume. 

This measurement only scratches the surface. 

Applying a wider range of criteria will increase 

effectiveness. 

Qualify these needs by using the detail. What did 

the customer say was driving this deal? What words 

did he/she use to describe their situation? It’s 

important to separate this from what we thought 

the customer said, what we think their motivations 

might be. Accurately hearing and interpreting what 

the customer said is the first level of qualification. 

issue 9 | page 22


Sales Strategy Fit 

The second level is about the fit of 

the opportunity to the target profile 

of the selling organisation. Again, it 

is important to understand how much 

resource and effort is required and 

whether the business will meet or exceed 

revenue targets for that effort. 

Ask yourself: 

Is there strategic value 

beyond the revenue? 

Is competitive advantage, or clear differentiation 

recognised by the customer? 

Is there sufficient political advantage in terms of 

who you are speaking with and supported by? 

It is important to make clear here that the 

purpose of this approach is to ensure that you, 

as the valuable resource, are spending time 

on the right opportunities, and delivering 

The right results. 


www.froggattgottwaldconsulting.com 

Personal Expectations 

The third level of qualification is aligned to you! What are 

your own expectations and requirements? This is where your 

personal motivations become important. 

The fundamental question will always be “Will I get what 

I want from this deal?” Quite clearly, the answer will impact 

your overall approach and the efforts you are prepared 

to invest. 

To illustrate this point, I’ll use an offensively simple example. 

If an annual target is £220k and the number of working 

days available is 220 then will the sale justify the time 

spent on it? 

£7k from 3.5 days’ work effort may be acceptable 

£7k from 7 days’ work effort may be questionable 

£7k from 12 days’ work effort may be unacceptable 

You do the math! 

There is one final, very serious consideration: What tangible 

evidence do you have that the customer is moving this 

agenda forward? At every customer touch point it shouldn’t 

just be you, the seller, who leaves with all the action points. 

This measurement of commitment (or lack thereof) yields 

real insights into whether the other party is serious. What’s 

more, it’s the easiest metric to measure! 

issue 9 | page 23


STANDING THE TEST OF TIME 

Five years on from conception, Bid4Bury assesses its 

key contributions to the town of Bury St Edmunds 

With over 100 Business Improvement Districts (BIDs) 

situated in the UK, and three of them falling across 

the Cambridgeshire and Suffolk borders, it would 

seem that businesses within UK cities have received 

an improved level of support in recent years. 

When the scheme was introduced in the UK in 2004 

following more than a few difficult years in the B2B 

and B2C world, businesses above a rateable value in 

the geographical region were invited to vote for or 

against it, with proceedings overseen by the Borough 

Council as required by law. 

A successful ballot in December 2009 saw 59.3% 

of central town businesses vote in favour of Bury St 

Edmunds’ BID, which entitled the town to a term 

of five years. 

Now reaching the final few months of its fifth year, 

Bid4Bury has demonstrated a dramatic impact on 

the market town of Bury St Edmunds, invigorating 

many town centres to follow suit and welcoming 

many new businesses to its Suffolk location. 

Charged with increasing the town’s footfall and 

increasing the economic spend in Bury St Edmunds 

as part of its election campaign, Bid4Bury CEO, 

Mark Cordell, has pushed the team forward over the 

past five years, gaining much praise for the town and 

its community efforts. 

issue 9 | page 25


“The level of increased footfall 

in the town has encouraged other 

retailers to open their doors on our 

doorstep,” states Mark. “Bury St 

Edmunds has seen a great reduction 

of empty town centre units, which 

now sits at 35 (6.9%), the lowest 

since before the recession in 2008.” 

Offering invaluable guidance to local 

businesses, Bid4Bury has played a vital 

role in transforming the historic town 

into a modern and exciting area for 

visitors to enjoy, shop and relax within. 

This transformation 

has seen an increase 

in footfall of 25.6% 

from year on year 

measurements*, whilst 

it competes against 

other shopping 

destinations such 

as Cambridge and 

Ipswich. 

“The level of increased 

footfall in the town 

has encouraged other 

retailers to open their doors on our 

doorstep,” states Mark. “Bury St Edmunds 

has seen a great reduction in the number 

of empty town centre units, which now 

sits at 35 (6.9%), the lowest since before 

the recession in 2008.” 

Making headway far beyond that of 

the UK national average, which saw an 

increase of 2.4% in the same monthly 

time measurement, Bury St Edmunds 

seems to be bucking the trend. 

Analysing this significant increase in 

visitors to the town, Bid4Bury attribute 

its success to its ability to represent local 

businesses and lobby on their behalf. 

“Over the past five years we have 

managed to convince the Council to stop 

its annual 10% increase within our town’s 

car parks,” explains Mark. “Not only 

have these expenses been kept down, but 

we have also encouraged the Council to 

explore the opportunities for ‘pay on exit 

parking’ so that visitors are able to explore 

the town as they wish, and don’t have to 

predict how much time they want to spend 

here before actually seeing what the town 

has to offer.” 

Added to this incentive, Mark and his 

team have also seen the successful launch 

of the ‘Free From Three’ campaign, 

which enables visitors to park in selected 

car parks across the town for free from 

3pm on Tuesdays. Now in its second year, 

the scheme has been very successful, and 

is an area Bid4Bury wishes to continue if 

re-elected in the autumn. 

issue 9 | page 26



www.iqmag.co.uk 

*25.6% annual increase 

measured in March 2013 

compared with March 2014 

Initiating a 

number of 

key marketing 

opportunities 

and events 

in the first 

year of 

its term, the 

BID team 

welcomed a 

rebranding 

of business 

focussed 

initiative to 

incorporate 

the brand 

‘Our Bury 

St Edmunds.’ The sub-brand has helped 

to animate the town centre as a place 

to socialise, whilst offering a hub of 

information for visitors, businesses and 

residents. 

Centred around a website 

(www.ourburystedmunds.com) and app 

for the town, the brand can be seen 

throughout the town, ensuring that 

businesses and visitors alike are able to 

interact with it. Featuring profile pages 

for every member business, the fully 

interactive website has become the first 

point of call for anyone visiting the town. 

Featuring social media feeds, videography, 

images and commitment to SEO, its 

functionality and success has enabled 

many of the town’s BID members to 

access an additional tool for their own 

marketing, whilst benefiting from the 

increased traffic. 

Teamed with the app, the Our Bury St 

Edmunds brand has been a very successful 

addition to the town, also opening up 

many other marketing platforms. Hosting 

regular features on RWSFM and Zack FM 

radio stations, as well as features in local 

magazines and papers, Mark and his team 

are able to push the talents and events of 

the town, further attracting more visitors. 

“The enhanced marketing of the town 

is something we are particularly proud 

of. Working with many local businesses 

to support our website, app, social media 

channels, radio and press appearances 

continue to raise the profile of the town,” 

says Mark. “It is this increased level of 

recognition that has encouraged national 

campaigns, such as the Women’s Tour 

Cycle Event, Test Town and Towns Alive 

Annual Conference, to come to Bury St 

Edmunds this year.” 

Also organisers of many of the town’s 

annual events, Bid4Bury have seen 

increasingly successful turnouts across the 

calendar. 

“Town centre events increase footfall 

and economic spend, so we allocated 

a significant amount of the budget to 

them from day one,” explains Mark. 

“We always try to feature events that will 

attract families to the town.” 

Introducing a ‘Town Team’ that features 

representatives from key organisations, 

the Bid4Bury team continues to listen to 

the needs of the town, ensuring that it 

is recognised as a successful and thriving 

community. 

Having been recognised by as one of the 

top 101 places to live in the UK, featured 

in travel supplements produced by The 

Guardian, and named as one of the top 

30 places to be single, Bury St Edmunds 

has certainly been affected by the BID. 

With its re-election just months away, 

all eligible businesses will be given the 

opportunity to participate in a ballot to 

decide whether Bid4Bury will be given a 

second term of five years. 

issue 9 | page 27


issue 9 | page 28

issue 9 | page 29 

IQ showcase


Suffolk Businesses Hear It Is 

Time For Step Change In Economy 

CALLING FOR A GREAT STRUCTURAL CHANGE, the British Chambers of 

Commerce urge businesses in Suffolk to speak out 

issue 9 | page 30


A leading national business voice has told firms in Suffolk that despite 

recent good news for the business community, the UK economy 

remains underpinned by uncertainty. 

Dr Adam Marshall, the Director of Policy and External Affairs at the 

British Chambers of Commerce, addressed members of the Suffolk 

Chamber of Commerce at Newmarket Racecourse, speaking about the 

recent improvements in the economy. 

“There is no doubt that we are seeing broad-based improvement in 

the economy, and that business confidence is at record levels,” Dr 

Marshall told business leaders over lunch. 

“But it is important that this good growth 

moves to great growth, and for this to 

happen we need to see a step change from 

government. 

“For this to be a reality there remains a 

great structural challenge,” he continued. 

“Businesses in Suffolk and across the UK 

continue to tell us about the skills gap being 

experienced when they’re looking to take on 

new staff. We also need to see year on year 

investment in infrastructure in roads and rail for 

that good growth to become great growth.” 

The event also heard from the British Chamber’s 

Director that uncertainty continues to be a big 

threat to businesses which need certainty if they 

are to invest and grow. 

“In the next 12 months we will see a vote on Scottish independence, 

we will have a General Election and then a potential referendum on 

membership of the EU,” Dr Marshall said. “We are all passionate 

about ensuring the voice of business is heard during these major events, 

but whatever the outcome, if a period of uncertainty occurs it will not 

be good for business.” 

Dr Marshall and members of Suffolk Chamber of Commerce explained 

to attendees the importance of businesses having a voice during major 

national and international events such as elections and referendums. 

“Adam always brings experience and knowledge of what business 

and government is thinking,” said Dr Peter Funnell, the President of 

Suffolk Chamber. “It is good to hear from him that our experience of 

broad-based improvements in the economy is being felt elsewhere. It 

is important that we do move to great growth, and for this to happen, 

there does need to be investment and there does need to be certainty.” 


www.suffolkchamber.co.uk 

issue 9 | page 31

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IQ marketing 

WHEN 2 + 2 EQUALS 5 

Gemma Treby discusses the integrated approach to marketing 


www.cubiqdesign.co.uk 

issue 9 | page 34

IQ marketing 

I can imagine I have just annoyed a lot 

of accountancy types with my obvious 

mathematical mistake, but, Mr Accountant, 

before you dismiss my article, please read on, as 

I’m going to save you money. That got you didn’t 

your budget into one area. Of course, a digital 

agency will advise you spend out on SEO, 

a creative agency will point you in the direction 

of branding, a PR agency will go crazy with 

press releases, and of course, with a printers’ 

A fully integrated agency, full service agency or multi-skilled agency – whichever buzz 

word you desire - will craft your marketing budget without having an allegiance to one 

particular channel, and won’t direct the lion’s share of your budget into one area. 

it! And 2 + 2 can equal 5 when you consider 

your marketing spend. Getting more bang for 

your buck without compromising quality or skill 

can be done by using an integrated marketing 

agency. 

Consider how, the last time you ate in a good 

restaurant, your starter, main and dessert were 

all presented to your 

table in a timely manner, 

co-ordinated by a team of 

chefs who ensured it was 

delicious and perfectly 

balanced. Now consider 

getting your starter, main 

and dessert from three 

different restaurants. All 

that travelling and settling 

in would have taken 

longer, the meal would be 

not as balanced and there 

would be a great deal of 

frustrating to-ing and froing 

– explaining to the 

various waiters your likes, 

dislikes and any dietary requirements. 

You couldn’t take advantage of the fixed price 

menu, and the travelling time would probably 

have cost you in taxi fares. Nice analogy hey... 

you’ve guessed it, I’m comparing a slap-up meal 

with an integrated agency, versus trailing round 

different restaurants with going to agencies that 

aren’t media neutral. 

A fully integrated agency, full service agency 

or multi-skilled agency – whichever buzz word 

you desire - will craft your marketing budget 

without having an allegiance to one particular 

channel, and won’t direct the lion’s share of 

agency, you’ll end up with an all-singing, 

all-dancing new brochure. 

But there’s no financial incentive for an 

integrated agency to pigeon-hole your spend. 

We don’t mind telling you that your brochure is 

fine, or that social media won’t work for you and 

will only do a press release when one is needed. 

So, Mr Accountant, there 

you go, we can save you 

money. 

In our office we have 17 

(and counting) highly 

talented people, each with 

their own specific skills 

and interests. For example, 

Matt is a graphics wiz who 

loves horsey stuff; John gets 

a buzz from websites … 

especially the corporate 

kind; Emma loves a 

brochure, and Georgie 

thinks the world revolves 

around PR and publishing. 

All those talents have 

some great discussions, share ideas and make 

suggestions, and this again is where the whole is 

more than the sum of the parts. 

We’re just a bubble of marketing loveliness, 

creatively bursting at the seams. No skills are 

outsourced, so there is no middleman to chuck 

an invoice in and increase our client’s spend. 

To maintain your company’s current status, as a 

rule of thumb, you should be ploughing 10% of 

your revenue back into marketing. That’s a lot, 

but it can also generate a lot, so just make sure 

you’re getting the most out of your budget, and 

therefore out of your agency. 

issue 9 | page 35


issue 9 | page 36

BUSINESS DIARY 

IQ diary 

Bury St Edmunds Business 

over Breakfast (BoB Club) 

This successful businessnetworking 

club in Bury St 

Edmunds meets every two weeks 

on a Tuesday. 

Dates: 6th May, 20th May, 3rd 

June, 17th June (Every first and third 

Tuesday of the month) 

Time: 07.15 

Venue: The Self Centre, Kempson 

Way, Moreton Hall, Bury St Edmunds, 

IP32 7AR 

Organiser: Geoff Cox AC 

Booking details: www.bobclubs. 

com/club/Bury-St-Edmunds 

Cost: £15 

Start-Up Cambridge 

This monthly event is for anyone 

who is thinking of starting a 

business or has been trading for 

less than a year. 

Dates: 7th May, 4th June, 2nd July 

(the first Wednesday of every month) 

Time: 10.00 - 12.00 

Organisation: Cambridge Business 

Lounge, 1st Floor, Burleigh House, 

52 Burleigh Street, Cambridge, 

CB1 1DJ 

Booking details: 

www.cambridgebusinesslounge.com 

Tel: 01223 324040 

Cost: £10 payable on the day or 

in advance 

The Coffee Morning 

Come and meet local 

businesses in a relaxed and 

informal atmosphere, where every 

week a different company acts 

as the host. 

Date: Every Thursday 

Time: 12.30 - 14.30 

Venue: The Rutland Arms Hotel, 

Newmarket, CB8 8NB 

Organisers: Ann Hawkins, Tracy 

Wilkinson 

Booking details: Tel: 

01638 745286 

Cost: Free for participants, events can 

be sponsored at a cost of £30 

HBN Weekly Business 

Networking 

A weekly opportunity to network 

with other business people from 

around the Huntingdon area. 

Date: Every Friday 

Time: 10.00 - 12.00 

Venue: WI Centre, 6a Walden Road, 

Huntingdon PE29 3AZ 

Organisers: Richard Wishart, 

Mervyn S Foster, Ruth Ekbolm 

Booking details: www.meetup. 

com/Huntingdonshire-Business- 

Network/ 

Huntingdon Business Women 

Helpful Huddles 

A popular activity, Helpful 

Huddles presents an opportunity 

to bring your business problem 

to the group and get help. Other 

members of the group will put 

themselves in your shoes and offer 

some ideas and solutions. 

Date: 9th May (second Friday of 

every month) 

Time: 11.00 - 13.00 

Venue: The Wood Green Animal 

Centre, King’s Bush Farm, London 

Road, Huntingdon, PE29 2NH 

Organisers: Ann Hawkins, 

Tracy Wilkinson 


com/Huntingdon-Business-Women 

Cost: £5 on the door 

Cambridge Business 

Lounge Live 

A series of hour-long 

workshops and talks, mixed 

together with some fantastic, 

informal networking with other 

Cambridgeshire-based businesses. 

Date: 14th May 

Time: 09.00 - 16.30 

Organisation: Cambridge Business 

Lounge, 1st Floor, Burleigh House, 

52 Burleigh Street, Cambridge, 

CB1 1DJ 



Tel: 01223 324040 

Cost: Whole day £10, 

One workshop £5 

Project Management and 

Leadership 

This 2-day workshop is aimed 

at Managers who lead teams 

and projects and who already 

have some basic knowledge and 

understanding of the workings of 

projects. 

Date: 14th - 15th May 

Time: 9:30 - 17:00 

Venue: To be confirmed 

Organiser: Emma Yates 


www.cambridgenetwork.co.uk/events/ 

Cost: £450.00 + VAT (members) 

£675.00 + VAT (non-members) 

issue 9 | page 37



Best Of Haverhill 

Free monthly networking event 

for local businesses. May’s 

event will take place at The 

Flying Shuttle, the new pub and 

restaurant located on Haverhill 

Research Park. Guest speaker 

from Martson’s will talk about 

why they chose Haverhill for the 

location of the new restaurant. 


Time: 10:00 - 11:30 

Venue: The Flying Shuttle, Three 

Counties Way, Faraday Avenue, 

Haverhill, CB9 7FB 

Organiser: Best Of Haverhill 

Cost: Free 

Booking details: RSVP to 

Haverhill@thebestof.co.uk 

Suffolk Chamber 

Networking Lunch 

Guest speaker Deborah 

Cadman OBE discusses 

the ways in which Suffolk 

County Council is looking to 

develop partnership working 

and achieve economic 

prosperity. 


Time: 11:45 – 14:00 

Venue: Seckford Hall, Woodbridge 

Organiser: Suffolk Chamber of 

Commerce 



Tel: 01473 694812 

Cost: £22.92 (Members) 

£34.58 (Non-Members) 

all prices exclude VAT 

Finance & Funding Friday 

Learn how to plan business 

growth, needs and look at ways 

in which you can ensure success. 

With speakers from Growth 

Accelerator, Lloyds Bank and 

the Funding Circle, this seminar 

will give you the tools to start 

planning and growing your 

business immediately. 

Date: 23rd May 

Time: 9.00 - 13.00 

Venue: Paddocks House, Six Mile 

Bottom, Newmarket, CB8 0UE 

Booking details: Claire Elbrow 

on 0779 958 8285 

Cost: £36 (members) 

£45 (non members) 

Cambridge Business 

Women’s Coffee Club 

An informal monthly group for 

Cambridgeshire businesswomen 

to meet like-minded people 

as well as exchange ideas and 

experiences. 

Dates: 27th May (Every last 

Tuesday of the month until 25th 

November) 

Time: 10.00 - 12.00 

Organisation: Cambridge 

Business Lounge, 1st Floor, Burleigh 

House, 52 Burleigh Street, Cambridge, 

CB1 1DJ 

Booking details: Tel: 

01223 324040.www. 

cambridgebusinesslounge.com 

Cost: £10 on the door 

Today’s PA 

This 2-day workshop recognises 

the important contribution that 

PA’s play in an organisation’s 

success, giving you the 

knowledge and tools to ensure 

you become the indispensable 

aide and business associate your 

manager needs – so much more 

than a secretary. 

Dates: 28th - 29th May 

Time: 9.30 - 17.00 




www.cambridgebusinessnetwork. 

co.uk/events/ 



Informal Networking 

Evening 

This networking event attracts 

businesses of all sizes and from 

a wide range of industry sectors. 

Your company doesn’t need to 

be a member of the Chambers 

to take advantage of this great 

opportunity to make new 

business connections. 

Date: Every first and third Thursday 

of the month. 

Time: 17.00 - 19.00 

Venue: Holiday Inn, Bridge Road, 

Impington, Cambridge, CB24 9PH 

Organiser: Peter Watts, 

Cambridgeshire Chambers of 

Commerce. Tel: 07545 697799 


www.cambridgeshirechamber.co.uk. 

No need to book in advance 

Cost: Free 

issue 9 | page 39

THE JULY COURSE 

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*booking fee of £2.50 may apply



The Very Early Lunch Club 

No membership is required 

for this business-networking 

event. Come along to meet local 

businesses from Cambridge, 

Newmarket and Bury St 

Edmunds. 

Date: First Friday of every month. 

FROM 

PER PERSON 

Time: 7.30 - 9.30 

Venue: Anglesey Abbey, Quy Road, 

Lode, Cambridge, CB25 9EJ 

Organiser: VELC 


www.velc.co.uk 

Tel: 01638 745286 



I LOVE MARKETING East of 

England 

A Meetup Group for business 

owners to have great discussions 

in a friendly, informal, yet 

structured way. Like a book club, 

a pre-requisite for the group is 

that you’re an active listener of 

www.ILOVEMARKETING. 

com and listen to the podcast 

episode relating to the specific 

idea we’ll talk about. 

Date: Third Wednesday of 

every month 

Time: 7.45 - 9.45 

Venue: Bar lounge of The 

Cambridge Belfry Hotel, 

Cambourne, CB23 6BW 


com/I-Love-Marketing-East-of- 

England-UK/ 

- THE JULY COURSE - 

Trackside Pavilions 

Restaurant 

House Summer The 

£75+VAT 

EXPERIENCES 

Suffolk Business Women 

June Networking Lunch 

Bringing together business 

women in Suffolk, there will 

be plenty of opportunities 

at this event to network with 

business women from across the 

county. Vivienne Hayes, Chief 

Executive of The Women’s 

Resources Centre, is the speaker 

for this event. 

Date: 4th June 

Time: 11.45 - 14.00 

Venue: Arlington’s Brasserie, 

13 Museum Street, Ipswich, 

IP1 1HE 

Organiser: Amanda Ankin, 

Suffolk Chamber of Commerce. 

Tel: 01473 694812 





Informal Networking 

Evening 

This informal networking 

evening continues to attract 

businesses of all sizes and across 

range of industry sectors. Your 

company doesn’t need to be 

a member of the Chamber to 

take advantage of this great 

opportunity to make new 

business connections. 

Date: 9th June (second Monday 

of every month) 

Time: 17.00 - 19.00 

Venue: The Lamb Hotel, Lynn 

Road, Ely, CB7 4EJ 

For further information 01683 675 300 | newmarket.hospitality@thejockeyclub.co.uk 

Organiser: Peter Watts, 


Commerce. 

Tel: 07545 697799 


www.cambridgeshirechamber.co.uk 

No need to book in advance 

Cost: Free 

Avanti Speed Networking 

Newmarket 

A ladies only networking event 

for professional businesswomen, 

maximising the opportunity to 

meet and make contacts when 

time is of the essence. 

Date: 10th June (second Tuesday of 

every month) 

Time: 12.00 - 14.00 

Venue: Rutland Arms Hotel, 

33 High St, Newmarket, CB8 8NB 

Organiser: Avanti Networking 


www.avantinetworking.co.uk/events 

Tel: 01473 558866 

A14 Coffee Morning Meetup 

An informal environment 

for business owners and 

professionals to meet and 

network over coffee. 

Date: Every Friday morning 

Time: 9:00 

Venue: The Taproom, 23 Bridge 

Street, St Ives, PE27 5EH 


com/A14-Coffee-Morning-Weekly- 

Business-Networking-in-St-Ives 

Cost: Free 

AT NEWMARKET RACECOURSES 

Hospitality & Restaurants 

issue 9 | page 41



NDCC Tour – Marshalls 

Group & Airport 

Marshalls Group and Airport 

welcomes local businesses to its 

city centre location for a look 

behind closed doors. 


Venue: Cambridge Marshall Airport 

Organiser: NDCC 

Booking Details: www. 

suffolkchamber.co.uk / 

Tel: 01638 731513 

Cost: £8.33 (members) £12.50 

(non members) prices exclude VAT 

Best Of Haverhill 

Networking 

Free monthly networking event 

for local businesses. Guest 

speaker Nic Rumsey from 

Carisbrooke Investments will 

provide an update on Haverhill 

Research Park and plans for the 

Innovation Centre. 


Time: 10:00 – 11:30 

Venue: The Days Inn Haverhill, 

Phoenix Road, Haverhill, CB9 7AE 

Organisers: Best Of Haverhill 

Price: Free 

Booking details: RSVP to 

Haverhill@thebestof.co.uk 

Avanti Speed Networking - 

Cambridge 






Date: 24th June (the fourth Tuesday 

of every month) 

Time: 12.00 - 14.00 

Venue: The Red Lion Hotel, 

Whittlesford Bridge, Cambridge, 

CB22 4N 



www.avantinetworking.co.uk/events/ 

Tel: 01473 558866 

Avanti Speed Networking 

Bury St Edmunds 






Date: 25th June (the fourth 

Wednesday of every month) 

Time: 12.00 - 14.00 

Venue: Priory Hotel, Mildenhall 

Rd, Bury St Edmunds, IP32 6EH 



www.avantinetworking.co.uk/events/ 

Tel: 01473 558866 

Handling Conflict 

This workshop focuses on 

the minimising and resolving 

the break down of relations 

and trust that can come from 

conflict. When conflict occurs, it 

can have a far-reaching impact 

on motivation and performance 

and in some cases may require 

skillful intervention to resolve 

the situation. 

Date: 4th July 

Time: 9.30-17.00 





Tel: 01223 324040. 



NDCC Annual Stable Visit, 

Picnic & Raceday 

A full or half day event with a 

lunch-time picnic held at the 

July Racecourse. A great way to 

socialise with business contacts 

whilst enjoying an afternoon at 

the races. 


Time: 09:00 – 18:00 

Organiser: NDCC 


www.suffolkchamber.co.uk / 

Tel: 01638 731513 

Cost: tbc 

Meet the Neighbours 

Business Lunch 

Maximising the benefit of taking 

time out of the working day, at 

this event you will move around 

three different tables, taking two 

minutes at each one to make 

those vital introductions. There 

is time for additional networking 

over a buffet lunch. 


Time: 11.45 - 14.00 

Organiser: Karen Dawson, 


Commerce. 

Tel: 01223 209808 

Venue: Wyboston Lakes Ltd, Potton 

House, Wyboston Lakes, Great North 

Road, Wyboston, MK44 3BA 


www.cambridgeshirechamber.co.uk 



issue 9 | page 43

IQ conferencing 

A MEETING OF MINDS 

Revitalising business at 

The Granary Estates 


The Granary Barns, Parsonage Farm, Woodditton, Suffolk, CB8 9RZ. Tel: 01638 731230. 

www.thegranaryestates.co.uk 

issue 9 | page 44


Team meetings are crucial to business progression 

and to building rapport amongst staff. With 

meetings in UK offices accounting for around 

40 million working hours per week, it is perhaps 

shocking that one in eight workers in Britain have 

admitted to nodding off during work presentations. 

In total, this has deemed 7.5 million of those hours 

per week a waste of time. 

For business owners, this represents a 

very real problem, presenting a lack of 

productivity amongst employees, as well 

as creating a time management issue. 

Getting the message across to your staff 

is key to business progression, so taking 

every effort to incentivise and motivate 

your team is important. A change of scene 

for your meeting or conference is a great 

opportunity to blow away the cobwebs and 

re-focus your team’s attention. 

Sometimes, rather than fighting the urge 

to relax, working with the tide can produce 

better results. The Granary Estates, located 

in Woodditton just outside Newmarket, is set 

in a tranquil countryside environment that 

provides the perfect retreat from the office. 

The beautiful rustic charm of the barns is 

guaranteed to refresh and inspire delegates, 

offering a truly unique and exciting setting for 

corporate events. 

Since restoring the venue in the spring of 2013, 

the Estates have had an overwhelming year of 

success, and have welcomed many businesses, 

wedding couples and parties to its comfortable and 

relaxed surroundings. Providing a well-deserved 

opportunity for all those in your team to distance 

themselves from the distractions of the office and the 

monotony of the screen, the venue will encourage 

them to concentrate on the matters at hand. 

The Main Granary Barn can accommodate 220 

guests in theatre-style seating, or 84 in cabaret 

formation. Offering full flexibility in seating 

arrangements and use of the Flint Barn (entrance 

barn) for small, intimate meetings or as a break 

out area throughout the day, the professional and 

experienced team is able to accommodate for all 

needs. 

In the summer months, there is the opportunity to 

slip further into a focused peace of mind by taking 

advantage of the warmer weather in the Granary 

Estates’ beautiful grass courtyard, which is perfect 

for corporate BBQ lunches. This is not only an ideal 

way to break up the day, but is the ideal location, 

where, making the most of the 

stunning views of 

trees, pasture and farmland, you couldn’t 

feel further away from the everyday hustle 

and bustle of the office. 

Putting you in the best possible business 

mind-frame, the venue provides wireless and 

wired network access, roving microphones, a PA 

system, all AV equipment and event stationery 

to ensure that things run as smoothly as 

possible. With a combination of a superb 

catering team, its own bar and ample onsite 

parking, the competitive conference packages on 

offer at the Granary Barns make it a stress-free 

location for those hosting the events, as well as for 

those attending. 

Article by Kate Snowdon 

issue 9 | page 45


www.elycathedralbusinessgroup.org 

Taking place from Friday 16th May to Wednesday 21st May, businesses of all 

sizes from Sole Trader through to Multi-National are given the opportunity to meet 

and to learn from each other, with a networking session held on the afternoon of the 

final day of the weeklong Celebration.

CELEBRATION OF BUSINESS 2014 

Announcing this year’s keynote speakers 

IQ networking 

Hoping to match the success of previous years, Ely 

Cathedral Business Group (ECBG) has announced that 

Rowan Williams, former Archbishop of Canterbury, 

and Simon Wolfson, CEO of Next Plc, will be the 

keynote speakers at the third annual Celebration of 

Business Reception in May. 

Last year’s Celebration of Business was extremely well 

supported, with over 160 businesses from all sectors 

attending its Exhibition, and 500 people using the 

opportunities afforded by its concluding networking 

event. Building on that success, this year’s event hopes 

to further reflect the broad diversity of business activity 

in the East of England. 

In pursuit of ECBG’s aims to encourage the relationship 

between businesses and the wider community, the 

event is centred upon a thriving exhibition involving 

over 100 businesses and organisations with companies 

invited to promote themselves free of charge in the 

awe inspiring environment of Ely Cathedral. 

Taking place from Friday 16th May to Wednesday 21st 

May, businesses of all sizes from Sole Trader through 

to Multi-National are given the opportunity to meet 

and to learn from each other, with a networking 

session held on the afternoon of the final day of the 

weeklong Celebration. 

All participants, non-exhibitors and other visitors 

are welcome to stay on for the reception, with 

wine and canapés served from 6pm, followed by 

keynote addresses at 7pm. 

Previous ECBG events have included keynote 

addresses from Sir Charlie Mayfield, Chairman of 

The John Lewis Partnership and Chairman of the UK 

Commission for Employment and Skills; The Rt Rev 

Stephen Conway, Bishop of Ely; and Phillip Blond, 

director of the ResPublica think tank. 

This year’s formal welcome will be followed by keynote 

addresses from the former Archbishop of Canterbury 

Rowan Williams, now Lord Williams of Oystermouth, 

Master of Magdalene College Cambridge; and Simon 

Wolfson, Lord Wolfson of Aspley Guise and CEO of 

Next Plc. Lord Williams’ address is entitled “What 

is wealth for?”, whilst Lord Wolfson will address 

the concept of “Wealth – creation, destruction or 

stagnation. A choice.” 

The evening’s event will conclude with a Q&A session 

and audience discussion. 

ECBG Chairman, local businessman Tom Green 

explains: “The motivation for ECBG springs 

from the Group’s strong belief in the positive 

contribution that healthy sustainable business can 

make to our community, and our desire to celebrate 

and encourage both. 

“Too often the Church is seen as ‘anti-business’, 

and indeed we are right to criticise the greed and 

recklessness which has led to the financial crisis, 

however, good business is the means by which we 

create wealth and manage sustainable economic 

growth in our communities, making it possible, in 

spite of the inevitable peaks and troughs of the 

economic cycle, to invest more in welfare and public 

services including health and education. It is important 

that the Church, and especially our Cathedral engages 

with this subject which is so much at the centre of 

our lives.” 

issue 9 | page 47

IQ health and safety 

issue 9 | page 48


TAKING 

CARE OF 

BUSINESS 

T 

Images courtesy of 

damienvickersphotography.co.uk 

IQ takes a look at growing new 

business ideas in a traditional setting 

h e 

space in 

which a 

business 

meeting 

takes 

place 

can have a direct effect on its success and 

outcomes. With so much organisation and 

preparation required on the content and 

objectives side of any conference, thorough 

planning of the location and meeting space can 

easily be overlooked or underrated. 

Located on the outskirts of Cambridge city 

centre, the charming elegance of Hotel Felix 

combines with contemporary style to provide 

the perfect backdrop for meetings, small 

conferences and business 

lunches. The privately 

owned four star boutique 

hotel is set within 

peaceful surroundings 

that provide the ideal 

office escape to motivate 

and inspire forwardthinking 

teams and allow 

business plans to flourish. 

Dating back to 1852, 

Hotel Felix encompasses 

four meeting rooms, each with natural daylight 

pouring through to reinvigorate enthusiasm 

and dedication. With a striking combination 

of traditional Victorian architecture and 

modern, twenty-first century vibrant interiors 

and facilities, meeting rooms are flexible and 

can be adapted to suit your specific needs and 

requirements. 

Finding your way through the hotel’s stylish 

rooms, adorned with a stunning collection 

of contemporary art, three of the four 

conferencing rooms on offer are situated in the 

older part of the building with views over the 

gardens. The elegant, air-conditioned rooms: 

Atlas, Calypso, Phoebe and Hyperion can 

accommodate all types of meetings, functions 

and events, team-building, press and product 

launches, interviews and event training. Ideal for 

delivering presentations, the facilities available 

include a conference phone, laptop, television, 

flipchart, screen and LCD/data projector. 

Meeting rooms can accommodate up to 32 

conference delegates in a board room set up 

and 50 theatre style, meaning not only are 

they an ideal space to enjoy easily accessible, 

peaceful surroundings, but are well-suited to 

many local businesses’ needs. The hotel is also 

able to reserve its spacious first floor landing 

area for privacy and a break out area. 

Delegates are then invited to dine in the vibrant 

and stylish setting of Graffiti Restaurant, which 

has beautiful views of the garden, or take 

advantage of the stunning south-facing terrace 

ideal for corporate BBQs in the summer months. 

The combination of Hotel Felix’s personal, 

flexible approach, a relaxed environment, fine 

dining and the added benefits of free parking 

and free wi-fi, all within a luxurious setting with 

good rail and road links from London, Stansted 

Airport and the North, make the hotel the ideal 

venue for your business meetings. 

issue 9 | page 49

IQ hot-desking 

SUMMER INSPIRED HOT-DESKING 

If you’re finding that working from home is less than productive, we’ve found some 

brilliant business spaces available for co-working in the area. Whether you’re a start-up 

searching for a spot of hot-desking, or a fully fledged company wanting to take clients 

somewhere special to seal the deal, we’ve found the best places for you. 

Bury St Edmunds Farmers Club, 

Bury St Edmunds 

Quiet and private, Bury St Edmunds Farmers 

Club can host a range of business functions to 

suit your needs. If you’re looking for desk space, 

you can rent by the hour at their Northgate 

Business Centre. For casual meetings with clients, 

the Garden Room boasts beautiful views and a 

tranquil setting in which to secure the deal. For 

a larger meeting, the Conference Room has a 60 

seater theatre ready and waiting. 

Bury St Edmunds Farmers Club, 10 Northgate Street, Bury 

St Edmunds. Tel: 01284 752460. www.bsefc.co.uk 

Cambridge Business Lounge, Cambridge 

Have you recently turned freelance or struck out 

on your own and set up the company you always 

dreamed of ? If you’re working from home but 

are struggling with all the distractions that come 

with it, why not try booking a co-working space 

at the Cambridge Business Lounge. Offering a 

professional atmosphere with hi-speed internet, 

virtual receptionists and all the coffee you can 

drink, the shared office will give you back the 9-5 

lifestyle, while still allowing you to be the boss. 

Cambridge Business Lounge, 52 Burleigh Street, Cambridge. 

Tel: 01223 324040. www.cambridgebusinesslounge.com 

E-Space, Ely 

Ideal for start-ups and small businesses, E-Space 

in Ely offers leases that can be cancelled with 

just one month’s notice. Rent out a meeting 

room for an hour or two, or group together with 

like-minded businesspeople to co-work in an 

easy let office space. 

E-Space, 26 St Thomas’ Place, Ely. Tel: 01353 865300. 

www.espaceely.com 

AdviceSpace at Cambridge CAB 

An impressive modern set-up, AdviceSpace is 

a flexible solution for both permanent and hotdesking 

options. With all-inclusive rates, two spacious 

meeting rooms and excellent A/V facilities, prices 

start at £15 + VAT a day – all in a CB1 location next 

to the railway station. 

AdviceSpace Cambridge, 66 Devonshire Road, Cambridge. 

Tel: 01223 222683. www.cambridgecab.org.uk 

issue 9 | page 51


Active Business Centre, Bury St Edmunds 

Taking on an office may seem a daunting process, 

but with the Active Business Centre it couldn’t 

be easier. Furnished offices that are up and 

running with all the vitals, an on-site library and 

meeting rooms to hire will make the next step in 

your business seem a breeze. Pay-as-you-go 

desk space is also available for when you 

just need to get out of the house to meet 

that deadline. 

Active Business Centre, St Andrew’s Castle, 33 St Andrew’s 

St South, Bury St Edmunds. Tel: 01284 764008. 

www.activebusinesscentre.co.uk 

DoubleTree by Hilton, Cambridge 

With 3,600sqft of indoor space for hire, the 

DoubleTree by Hilton can accommodate meetings 

with between 15 and 150 delegates. When you hold 

a private meeting or conference at The DoubleTree, 

you will earn rewards, or DoubleTree Treats as 

they’re known. The larger the value of your event, 

the more points you earn, and points mean prizes! 

Mention “Tree Treats” when you book and you’ll 

receive a voucher to spend in a shop of your choice. 

DoubleTree by Hilton, Granta Place, 

Mill Lane, Cambridge. Tel: 01223 259988. 

www.doubletreecambridge.com 

Hotel Felix, Cambridge 

Want to impress those clients with a great presentation 

in a beautiful location? Three out of four of Hotel 

Felix’s meeting rooms have breathtaking views of 

the garden and are situated in the old section of the 

Victorian Villa, dating back to 1852. Conference 

equipment, such as flip-charts, projectors, video 

cameras and laptops are all ready and waiting to be 

hired, so you can deliver a professional presentation. 

Hotel Felix, Whitehouse Lane, Huntingdon Road, Cambridge. 

Tel: 01223 277977. www.hotelfelix.co.uk 

Paddocks House, Newmarket 

Once the home of Lord Byron’s sister, you’ll have 

plenty to talk about when you book a meeting 

room at Paddocks House. With options for all three 

designated meeting rooms to be a boardroom, 

theatre, or even a dining area, there’s plenty of 

choice. This relaxing and luxurious space for a group 

of co-workers, will soon make the office a distant 

memory. 

Paddocks House, London Road, Six Mile Bottom, Newmarket. 

Tel: 01638 593222. www.paddockshouse.com 

issue 9 | page 53


Poets House, Ely 

When you’ve got a make-or-break meeting coming 

up, the stress might be getting too much. Take a look 

at the House Work Packages to calm your nerves 

and seal that deal. Book in to one of the suites for a 

night of luxury, benefit from full use of the hotel’s 

audio-visual equipment during your meeting and 

then treat your client to lunch and afternoon tea... 

See, we knew you’d feel better! 

Poets House, St Mary’s Street, Ely. Tel: 01353 887777. 

www.poetshouse.com 

The British Racing School, Newmarket 

As Winner of the Customer Focus Award at the 

District Chamber of Commerce Annual Business 

Awards, it’s unsurprising that The British Racing 

School can provide a wide range of conference and 

meeting facilities in the most exquisite of venues. 

To put your clients at ease, the informal vibe of the 

Sir Gordon Richards Room includes comfy sofas. 

The British Racing School, Snailwell Road, Newmarket. 

Tel: 01638 665103. www.brsconferences.com 

Db Conference Rooms, Bury St Edmunds 

The Denny Bros Group bring us a purpose-built 

conference facility just off the A14, with availability 

for up to 110 delegates. Also including a one-on-one 

interview room to give you the privacy to hire a new 

recruit, this conference centre offers full use of all 

facilities inclusive in the price. 

Db Conference Rooms, Kempson Way, Bury St Edmunds. 

Tel: 01284 829788. www.db-conferencerooms.co.uk 

Westminster College, Cambridge 

The recently refurbished Westminster College has 

enough grandeur to impress the sternest delegate. 

This beautiful Grade II listed building with its six 

meeting rooms not only offers all mod-cons, but 

will also enable you to show off the city’s heritage 

to your clients 

Westminster College, Madingley Road, Cambridge. 

Tel: 01223 330633. www.westminster.cam.ac.uk. 

issue 9 | page 54


Regus Business Centres 

Regus Business Centres offer vibrant co-working 

offices which recreate the buzz of an open plan 

environment, on your terms. Perfect for building 

new contacts with like-minded business people, 

the four centres have day offices and hot-desking 

options, with professional admin support available 

for your convenience. 

Regus Business Centres. Compass House, Vision Park, 

Histon. Cambourne Business Park, Cambourne. Wellington 

House, East Road, Cambridge. Regus Express, Cambridge 

Services, Cambridge. Tel: 08453 003585. www.regus.co.uk 

CamJelly 

CamJelly is an informal monthly event 

for entrepreneurs and freelancers to get 

together for networking and an afternoon 

of co-working. If you’re thinking about 

trying hot-desking, but want to see if it’s right 

for you, then CamJelly is the perfect event. 

Normally held towards the end of the 

month, check the website for details of an 

upcoming event. 

CamJelly, ideaSpace 3 Charles Babbage Road, Cambridge. 

www.camjelly.org.uk 

The Bull Inn, Barton Mills 

For a refreshing alternative to the office environment, 

why not treat your colleagues by booking time in 

one of the Bull Inn’s three meeting rooms. Catering 

for up to 30 people in their Oak Room, you also 

have the added benefit of the award-winning 

cuisine on site. 

The Bull Inn, The Street, Barton Mills, nr Newmarket. 

Tel: 01638 711001. www.bullinn-bartonmills.com 

Cambridge City Hotel, Cambridge 

For meetings made easy, there’s no better place 

than Cambridge City Hotel. From the moment you 

arrive, everything’s taken care of; the Valet will park 

your car, the rooms are ready equipped with all the 

latest technology, and beverages are on hand for a 

well-deserved break. 

Cambridge City Hotel, Downing Street, Cambridge. 

Tel: 01223 464491. www.cambridgecityhotel.co.uk 

issue 9 | page 55

IQ catering 

Article by 

Kate Snowdon 

BRINGING YOUR 

BUSINESS TO LIFE 

THROUGH FOOD 

Philip Millbank of FoodAmour discuss 

the art of successful corporate catering 


FoodAmour, 3 Hatchfield Farm, Fordham Road, 

Newmarket, CB8 7XL. Tel: 01638 668802. 

www.foodamour.co.uk. 

Catering for any business event can often leave 

organisers in a quandary. Too much or too little food 

can leave a bad taste in any candidate’s mouth, whilst, 

at the same time, the satisfaction of your guests’ 

stomachs may not be your business’ main objective for 

the event. 

Taking care of your corporate catering needs, whilst 

offering an unashamed passion for all things food, the 

bespoke catering company FoodAmour is on hand to 

take the reins, whatever the size of the event. 

Owned and managed by Pauline and Philip Milbank, 

FoodAmour is the crème de la crème of corporate 

catering, with its inspired bowl food, unique variety of 

vegan dishes, and highly reputable canapés. 

“We started doing bowl food a few years ago as a way 

to feed people standing,” Philip explains. “We have a 

variety of dishes ranging from the most classic to the 

more unusual, all with simply delicious ingredients, 

from the Mini Shepherd’s Pie to the most gorgeous 

Tagine bursting with all types of subtle spices. It’s never 

hot, but always spicy - one of Pauline’s subtleties.” 

With a signature French and Italian cooking style 

that has matured to incorporate many cultural 

influences and dishes, the distinguished reputation of 

Pauline and Philip’s prestigious service comes from 

the business’ rich history in catering for events in the 

horse racing industry. 

issue 9 | page 56

IQ catering 

Catering for the Sport of Kings is somewhat of a 

different discipline from the traditional restaurant 

trade, requiring an amazing capacity to manage 

large teams as well as the pressure that comes with 

perfect timings. 

Networking seems to flow better when standing; 

quality and quantity means that guests stay longer 

at the event. We have really worked hard over the 

years on our canapés and are very proud of what 

we offer; the taste and presentation are second to 

none, and I can honestly say that canapés are what 

built our reputation.” 

As a French-trained chef who has worked in many 

top restaurants, including the 2-star Michelin 

restaurant Les Terrasses in Uriage, France, Pauline 

has mastered the 

ability to adapt 

to any given 

situation; taking 

any unexpected 

hurdles in her 

stride, she ensures 

that every element 

of an event is 

delivered with 

seamless elegance. 

“We started as The 

Jockey Club’s inhouse 

caterers with 

a right to outside 

catering, and this is how we became a cornerstone 

of the thoroughbred industry catering-wise. 

We’ve grown to cater for weddings for racehorse 

owners or their children, as well as taking on a 

lot of corporate work through the members of 

this exclusive Club, and now work for important 

clients in the thoroughbred industry.” 

Philip Milbank became involved in the family 

business some 15 years ago, when it belonged to 

his mother Wendy (who remains highly involved 

today) and operated under the name Wendy 

Milbank Ltd. He and his wife Pauline have 

stamped their own identity on the business, 

combining their passions for food and travel to 

pick up ideas from everywhere they visit. 

Speaking from Patnem Beach in South Goa, 

Philip reveals: “We are having lovely shirts made 

in Mumbai for the new uniform, and are using 

travel to gain new ideas for bowl food, canapés, 

and general inspiration for the presentation of our 

food and service. But lately the buzz seems to be 

around street food, so what better place than India 

for inspiration! 

“Goa is a vegetarian’s heaven, and we are finding all 

sorts of stuff to satisfy the growing vegetarian and 

vegan market that we take extremely seriously for 

various reasons, whereas other caterers are often 

quite dismissive of 

vegetarians.” 

Catering for 

a variety of 

corporate events, 

from networking 

through to sitdown 

dinners, 

the flavours, 

quantity, cost and 

ingredients still 

retains the quality 

and innovative 

stance that we’ve 

all come to love 

and recognise from this talented team. Working 

with the client to achieve exactly what they’re 

after, Philip and Pauline will ensure that their food 

perfectly balances your business’ message and the 

theme of your event. 

Infusing each event they cater for with individual 

character and personality, the expertise and 

dedication of the team reflects FoodAmour’s 

commitment to excellence. Attentive yet 

unobtrusive, their attention to detail is as polished 

in its professionalism as the recipes for their 

famous canapés. 

issue 9 | page 57

PERSONAL 

PERFORMANCE 

Georgie Campbell learns how Emergenetics helps you to 

Understand and improve your personal performance 

IQ IQ showcase training 

Capturing our thinking and behavioural attributes, 

then helping business people to enhance their 

performance, Emergenetics International has 

launched an exciting new field of training and 

development. 

A leading contributor to the world’s latest 

neuroscience research and a key global player in 

this arena, the company has now established its 

UK office in Cambridge. 

Building awareness of the diverse approaches 

that make people individuals, the Emergenetics 

profiling tool gives a clear insight into your own 

profile and strengths, so it was no wonder that I 

was naturally keen to attend the latest workshop 

held at Cambridge’s esteemed Holiday Inn. 

In a full day of tuition, the programme identified 

the four thinking attributes (analytical, structural, 

social and conceptual), as well as the three 

behavioural attributes (expressiveness, assertiveness 

and flexibility), that come into play as each of 

individuals interact. Detailing these attributes as 

the key to our performance at work and our success 

in life, the course instantly captured the attention 

of many local business owners in the room. 

Working with those who had similar profiles and, 

again, with those having conflicting attributes, 

the workshop not only helped participants to 

understand the differences between individuals, 

but also how to work in a team to utilise the 

different attributes of team members. 

Working with each of our attributes, we were able 

to develop higher performance, more effective 

decision making, better planning and delivery, 

as well as greater productivity and engagement, 

by utilising each of our unique strengths as 

individuals. 

Building such an awareness of the diverse thinking 

and behavioural approaches within a group of 

individuals enabled participants to gain a clearer 

picture of how employers can maximise team 

performance in an organisation. By having a 

better understanding of these strengths, and 

by capitalising on them, businesses can attain 

maximum capacity from their workforce, ensuring 

that the best results are achieved in the shortest 

possible time. 

Emergenetics uses a simple self-assessment 

questionnaire, which can be completed online 

within 15 minutes. The results are used to map 

levels of preference across the four thinking and 

three behavioural attributes. It is not just an 

extremely powerful tool for individuals, but also 

gives a unique insight into your team. 

It signals that the world has now moved on from 

older profiling tools that have been around for 

decades which were based on ideas developed in the 

middle of the last century; instead, Emergenetics 

uses a modern, accurate and easy to understand 

training and development tool that ensures high 

durability and validity of assessment, making it a 

unique resource for businesses striving for the top. 


If you would like to find out more about Emergenetics 

and what it can do for your team, please contact Kylie 

on kylie.seaman@emergenetics.co.uk or 01223 424541. 

Training and coaching companies who are accredited to 

support you to use Emergenetics in the East of England 

include: 

St John’s Innovation Centre www.stjohns.co.uk/training 

Baker Coaching www.jenniferbakercoach.co.uk 

Cambridge Interim HR www.cambridgeinterimhr.com 

Coaching 4 Success www.coaching-4-success.co.uk 

First Ascent Group www.firstascentgroup.com 

issue 9 | page 59

IQ a day in the life of

IQ review 

BOOK 

REVIEW 

The Meaning of Success: Insights from Women 

at Cambridge. 

Author: Jo Bostock 

Bio: Jo Bostock has a passion and skill for 

recognising talent, nurturing it and developing 

it. Beginning her early career as a recruiter in 

the city, Jo went on to work for The Prince’s 

Trust, helping young disadvantaged individuals 

into jobs, education and training schemes. Her 

ability to encourage people to explore their 

talents and fulfill their potential landed her the 

role of Head of Learning and Development 

at the National Theatre in 2002, where she 

spent several years helping to shape flourishing 

careers. Jo took a step back into education in 

2004, earning a Masters in Coaching from 

Middlesex University before continuing her 

successful career as an Associate Director at 

Stonewall Leadership. 

In 2004, Jo set up her own leadership 

development business, Pause Consultancy, 

which provides valuable and practical assistance 

to global organisations, top teams, and senior 

individuals. Her skills in coaching, leadership, 

training, personal and managerial development, 

have led such teams and organisations to grow 

and deliver up and above their targets. Her 

passion and commitment to building fair and 

respectful workplaces have lead her to question 

how success can be measured regardless of 

gender, race or sexuality; a topic she explores in 

her new book - The Meaning of Success. 

Review: Women in the workplace is a topic that divides 

opinion, kindles questions, and ignites debates. Gender 

assumptions, expectations and stereotypes, are challenges 

often faced by many professional women who have a desire 

to work in an environment that recognises and rewards the 

talents of both men and women alike. 

This book explores a variety of opinions compiled into 26 

first person narratives from women holding a variety of 

roles across the University of Cambridge - with a further 

100 contributors offering their own thought-provoking 

opinions. Their stories are divided by 5 chapters, which 

explore the themes of achievement, challenge, gender, role 

models and learning from experience. 

An interesting read for all professionals, this book covers 

a variety of topics from discrimination, authority and 

leadership, to opinions on how to balance a career with 

family life. As a professional woman, I have found myself 

sharing many of the thoughts and experiences of the 

contributors, the majority of which have inspired me to set 

goals, personal targets, and strive to fulfill my potential no 

matter what challenges lie ahead. 

Rating: A stimulating, thought-provoking and inspiring 

read, this book has raised a debate on how to create a more 

inclusive working environment, however it may have raised 

too many questions and not enough answers. 

Article by Kelly Baxter 

issue 9 | page 61


BOOK 

REVIEW 

Pitch Up! Pitch Yourself for the Job of Your Dreams 

Author: Paul Boross 

Bio: Drawing on a career that has 

seen him move from primetime 

TV and stand-up comedy to 

Transatlantic development 

deals, media consultancy and 

motivational psychology, Paul 

Boross has used his skills to become 

an internationally recognised 

authority on communications, 

presentation and exploring the art 

and science of persuasion; this has 

earnt him the affectionate title of 

‘The Pitch Doctor’. 

Appearing regularly on worldwide 

conference programmes, at 

international television and media 

events and in feature articles, 

Paul has built his reputation 

on working with organisations, 

such as the BBC, Google, The 

Financial Times, Royal Bank of 

Scotland and MTV, and is now the 

resident motivational psychologist 

on hit SKY series School of 

Hard Knocks. 

Paul’s impressive repertoire of 

clientele includes Virgin CEO Sir 

Richard Branson, entrepreneurial 

chef Ainsley Harriott and Sky 

newscaster Dermot Murgnahan. 

He is also founder and managing 

director of training company 

BIG SKY and music production 

studios MB Productions, whilst 

he also regularly lectures around 

the world for the Entertainment 

Master Class. 

Review: In today’s crowded and 

competitive career market, it’s 

easy to be left behind. Paul Boross’ 

step-by-step guide to pitching 

success aims to bring you the 

necessary knowledge and skills to 

sell yourself as the jobseeker who’s 

most ‘investible’ for recruiters. 

Thanks to television shows 

such as Dragon’s Den and The 

Apprentice, we are beginning to 

understand the importance of 

a good pitch. But ‘Pitch Doctor’ 

Paul believes that pitching is a 

skill that should not be limited to 

the entrepreneurs and business 

world, but rather is an ability that 

is essential for helping you to stand 

out from the crowd. 

In this easy to read and well 

written handbook, Paul explores 

the importance of personal 

branding; he delves into selfimage, 

self perception and the 

importance of maintaining a 

positive and consistent persona 

online. 

Pitch Up! is the author’s third 

book, following his first release 

The Pitching Bible and its 

companion guide The Pocket 

Pitching Bible. It is clear that 

Paul has honed his craft with the 

completion of his earlier Amazon 

best sellers – this book feels a 

little more succinct but remains 

brimming with information. 

With a direct angle of pitching 

to achieve one’s dream job, 

the approach is clear; offering 

guidance from networking to 

CV writing, letter writing and 

obtaining feedback, Paul knows 

how to deliver his practical 

message in a manner that has you 

wondering why you hadn’t seen 

things this clearly in the first place. 

Article By Kate Snowdon 

issue 9 | page 63

GADGET UPDATE 

David Donnan, Managing Director of Igentics, a full service digital 

agency in Cambridge, offers his verdict on this month’s gadget 


BeeWi Ground Bee £59.99 | Available from Amazon.co.uk 

Bluetooth headphones with a wire just in case you don’t 

want to (or can’t) use Bluetooth. These are proper ‘bin’ 

headphones, which completely cover the ear and have 

proper speakers in them. 

I don’t use proper headphones a lot; like many people I 

find ear buds much more convenient. I was therefore quite 

surprised at how much better music sounded through 

these. I enlisted the help of some people in the office as well 

as my family at home and we compared them to several 

different makes and types of headphones at different 

prices. Although most people claimed their specific set of 

headphones were the best, my findings were a little less 

biased - they are all pretty much the same. 

Yes, different headphones had slightly different qualities but 

none were brilliant and none were rubbish. These are very 

easy to use. Pairing with most devices is simple, controlling 

media via Bluetooth or the 

removable cable seemed to 

work as it should. Used with 

a phone they paired easily, 

although when it connected it 

instantly started to play the first 

track it found which was a little distracting at times. 

It was very straightforward to make and receive 

calls. There was an issue when they were in 

Bluetooth mode whereby the person I was talking 

to would hear their own voice coming back at them: 

I think is due to the placement of the microphone as 

it was much better when using the wire. Call quality from 

my end was very good. Bluetooth range seemed good; 

I was able to wander around the house and the office 

without losing signal. 

LUMOback l £129.95 | Available now from Apple Stores 

Like many desk 

bound folks, I 

tend to suffer 

from slouching 

and generally 

poor posture, so I was 

quite pleased (and ever so slightly worried) when I was 

given a posture monitor to review. The device is called a 

‘LumoBack’ and is one of many wearable gadgets that have 

come onto the market recently. A small, thin, black plastic 

rectangle on a cheap looking adjustable belt, it is designed 

to be strapped around your waist so the LumoBack is in the 

small of your back. After pairing with your Apple device 

and a short registration process, you are ready to go. 

The main purpose is posture monitoring, but it also tracks 

how many times you stand; it is also a pedometer and 

somehow tries to work out how much sleep you have had. 

All this information is reported via quite a nice app. In use 

it is very simple: you adjust the belt so it is as comfortable 

as possible, and then just get on with your day. The main 

function is posture and it seems to do this very well. Initial 

set-up involves standing up properly while it calibrates, after 

which it will vibrate every time your posture is incorrect. 

This acts as a great prompt to stand or sit properly and I 

think it really made a difference to me over the week or 

two that I had the device. The app gives you your posture 

target and what percentage of your time you are standing or 

sitting correctly so you can see your improvement over time. 

The pedometer and ‘stand up’ functions are also interesting, 

but frankly pretty secondary to the posture function. 

As a posture device, I think the LumoBack is excellent. Very 

easy to use, quite comfortable to wear for a few hours and, 

with a simple reminder to sit or stand straight, I think the 

results are very worthwhile. 


Igentics offers clients a wide variety of digital services, whether to develop their current website or build a larger SEO strategy and 

social media solutions. Current clients include Cambridge University Press, Norgren, Markey Eternit, Britvic and the University of 

Cambridge. #thecambridgeagency. www.igentics.com 

issue 9 | page 65

IQ travel 

COME FLY WITH ME 

Cambridge International Airport welcomes new 

connections to the city centre runway 


For reservations and to check-in 

online visit www.cityjet.com 

www.cambridgeairport.com 

With business travel staying at an all-time high for the last five 

years, Cambridge International Airport’s recent announcement 

has given many local businesses food for thought. With over 1.51 

million people making business trips out of the country in just 

three months last year, the ease of access, location and increasing 

number of routes from Cambridge International Airport looks 

set to open up new avenues for our region. 

Announcing new connections with Dublin and Amsterdam at 

a press conference held late April, Cambridge International 

Airport has welcomed tour operator CityJet to its runways, with 

flights launching from 12th May. 

The news that flights to the new destinations will depart twice 

daily has interested many local business owners who are looking 

to expand their services beyond the shores of the UK. With 

check-in allowances set at just half an hour before departure 

times, comfortable departure lounges and easy access from our 

region’s major roads, the Airport has already welcomed many 

business travellers since opening its runways to domestic flights. 

The new routes have opened up direct links to Europe, with 

issue 9 | page 66

IQ travel 

connecting flights available through 

KLM, Air France, Delta Air Lines and 

other partners to give Cambridge its 

greatest ever worldwide reach. 

Steve Jones, Managing Director at 

Cambridge International Airport, 

welcomed CityJet’s confirmation of 

the new services: “We’re delighted 

to be working with such a dynamic 

and established international airline 

to welcome these important route 

openings to thriving European capitals – 

Amsterdam and Dublin. 

“CityJet is an award-winning carrier with 

around 700 flights a week to popular 

destinations across Europe, and, just like 

us, they are focused on the quality of 

customer service, 

reliability and 

hassle-free travel. 

Its close and 

lasting partnership 

arrangements offer 

travellers in this 

region significantly 

more choice and 

convenience with 

regards to both 

long and short haul 

travel connectivity, 

via Amsterdam, 

and now also 

via Dublin’s 

impressive and 

hassle-free US 

Border Control 

clearance and facility.” 

This new venture not only opens up the 

Eastern region to travellers wanting to 

take business overseas, but also explores 

avenues for visiting businesses too. With 

the number of business travellers visiting 

the UK on the rise, 2013 saw 1.82 

million people arriving on our shores for 

business purposes, and early indications 

for 2014 suggest this figure is set to rise. 

As one of the UK’s fastest growing 

regions, Cambridgeshire has long been 

calling out for suitable international 

connections, which Cambridge 

International Airport, along with its new 

partner CityJet, are more than happy to 

answer. 

Commenting on the new routes, 

Christine Ourmiéres, CityJet’s Chief 

Executive Officer, said: “We decided to 

launch new routes from Cambridge as 

we saw a unique opportunity for success, 

particularly with our strong presence in 

both Dublin and London already. 

“We know that the market has the 

demand on the route and we know 

that we can provide vital access to these 

communities. Cambridge fits our model 

of service and regional airports as well, 

serving those communities for both 

business and leisure.” 

With over 6.78 million business travellers 

leaving from the UK’s airports each year, 

Cambridge International Airport’s latest 

venture looks set to put Cambridge on 

the worldwide map for business. 

issue 9 | page 67


issue 9 | page 68

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