TRICKY BUSINESS

PROGRAMME 5: ASH ARSHED

PROGRAMME OUTLINE

00:00 – 04:22

Introduces Ash Arshed and his website design business, Flame Multimedia. Explains why Ash set up the business and describes its niche Asian market.

04:23 – 08:50

Illustrates how Ash attracts clients and builds a cutting-edge profile for the business. He spends a day with Radio 1 DJs Bobby Friction and Nihal, and attends a Bollywood charity event.

08:51 – 11:54

Ash shows his family how his business works.

11:55 – 15:03

Explains why Ash needs to break into the mainstream market. Reveals the board's disappointment with Ash's slow progress to date.

15:04 – 16:57

Ash breakfasts with a business networking group. He introduces himself and his company to others in his office building.

16:58 – 18:55

Ash meets business mentor Stephen Brown. Stephen confirms that breaking into the mainstream market will be difficult. He advises Ash to seek a strategic partnership and offers to introduce him to potential strategic partners. Ash appreciates the need to specify his mainstream target market.

18:56 – 21:56

Ash puts Stephen's advice into practice and develops a mutually beneficial working relationship with a marketing company.

21.57 – 23:34

Ash makes a positive report to his board, detailing his meeting with Stephen and his discussions with the marketing company.