TRICKY BUSINESS

PROGRAMME 5: ASH ARSHED

The entrepreneur

Twenty-five-year-old Ash Arshed is the eldest of six children. He was expected to follow in the family footsteps and take over the family shop when his father retired. Going to an entrepreneurial seminar in his final year at Paisley University changed all that. Ash left the seminar inspired. He was determined to run his own business and let his brother Nadim run the family shop.

Although Ash has not joined the family business, he believes that the family way of life is important. He lives with his family in East Kilbride and, whenever possible, goes with them to the mosque. In order to get his business off the ground, he has not yet taken any wages from the company and his family is supporting him. He finds this difficult and feels that he has to prove himself and demonstrate that he has taken the right road in life.

The business

Ash set up Flame Multimedia with his friend Stephen. The business started out as a tiny operation, with Ash designing posters from a laptop in his bedroom. Before the year was up, Ash and Stephen had moved to a city centre office, taken on staff, and built a client list. They made a £1,400 loss in their first year, but prospects are good, and they anticipate making a healthy profit in their second year. Ash may even be able to draw a salary.

The company has a niche market comprising Asian businesses and an innovative marketing strategy that has attracted some high-profile clients. Although more Asian businesses are going online, the majority are concerned about keeping costs to a minimum. In order to grow his business, Ash will have to leave his comfort zone and move into the mainstream market. In preparation for this, an advisory board has been set up to support and motivate him.

The programme follows Ash as he tries to break into the mainstream market. His first efforts are tentative and the board is unimpressed. Members' critical comments spur him into real action. He joins a local business network, introduces himself and his company to other people in his office building and has a constructive meeting with a business mentor. By the end of the programme Ash has clarified the strategic direction in which to take the company and has a development plan.

The mentor

Stephen Brown is managing director of NVT Computing.