Inclusive entrepreneurship: turning overlooked needs into business opportunities

Some of the most compelling business ideas begin with a simple observation: an existing product, service, or experience does not always work for everyone.

For entrepreneurs who are willing to challenge conventional thinking, addressing these gaps can create opportunities to build businesses that are commercially viable while also making everyday life more accessible, inclusive and rewarding.

That spirit is reflected in the Inclusive Entrepreneurship Award at Go Succeed: The Ultimate Pitch, which celebrates entrepreneurs who are bringing fresh thinking to the marketplace.

This year’s local award winners have included Niall Brown of Inclusive Adventures,  a community organisation designed to bring people together through movement; Jeanette Hanna of day opportunities service Aspire; and Nadine Donaghy of Halo Hair Toppers

Other recognised entrepreneurs include Phillip Billsborough of WonkyPeg Workshop, which turns cardboard models into digital designs to aid accessibility; and Maureen Spargo of parental leave app KitDay.

Meanwhile, Patrick McCann was recognised for Navder, which is developing a pop-up 3D navigation and operational intelligence platform for temporary venues; as well as Victoria Cartmill of invisible supplement brand Invisi Wellness; and Stephanie McKittrick of botanical wellness brand Rapha Organics.

Their inclusion in the competition highlights the range of ideas being developed by entrepreneurs who see opportunities to serve people whose needs may not always be adequately met by mainstream offerings.

However, turning an inclusive idea into a successful business involves more than identifying a problem worth solving.

Entrepreneurs need to understand the people they want to reach, listen to their experiences and test whether their proposed solution genuinely meets their needs. Building a product or service around assumptions rather than engaging with potential customers can lead to costly mistakes.

Accessibility, affordability and usability may all be important considerations, while entrepreneurs must also establish a clear market, set realistic prices and communicate the value of their offering.

There can be additional challenges in reaching customers who have been underserved by existing providers. Building trust, finding the right marketing channels and developing partnerships with relevant organisations can take time, particularly for a new business with limited resources.

The key is to combine a strong understanding of the customer with sound commercial planning. An inclusive business must be able to demonstrate both the value it delivers and how it will sustain itself over the long term.

That is where practical business support can help.

Through Go Succeed, entrepreneurs can access tailored advice, mentoring, business planning resources, masterclasses and peer networks. Support is available to those developing a business idea, launching a start-up or preparing to grow, with advisers helping them identify the next steps most relevant to their ambitions.

Talk to us about we can help you to recognise the potential of markets that others may have overlooked.