Service: Alumni Workshops
Sector: Higher Education / Innovation
Overview
Long-standing relationships often lead to the most meaningful work. Our partnership with Newcastle University developed over time, having stayed in touch with Rick McCordall, Head of Company Creation, for a number of years before reconnecting following an event.
With a shared interest in supporting innovation and growth, the opportunity emerged to work with alumni preparing to launch and scale their own businesses, many of which were rooted in highly technical and research-led fields.
The Challenge
Universities across the North East are increasingly focused on improving spin-out activity, helping research and ideas translate into successful commercial ventures. However, for many founders, particularly those from academic or scientific backgrounds, sales and marketing can feel unfamiliar and, at times, daunting.
The programme brought together nine alumni-led businesses, all at different stages of growth, with a common need to better understand:
- Who their target audience is
- How to position their offer clearly
- Where and how to reach potential customers
- How to communicate their ideas with confidence
The Approach
We delivered a series of full-day workshops designed to provide strong commercial foundations, without losing sight of the values and purpose behind each business.
The sessions focused on simplifying what can often feel complex, helping participants move from theory into practical application. Central to this was building a clear understanding of audience and positioning, ensuring each business could confidently articulate its value.
Alongside this, we explored:
- How to identify and prioritise target markets
- Practical approaches to reaching and engaging the right audiences
- Communicating ideas and innovation in a way that resonates commercially
- Building confidence in sales and marketing through a relationship-led approach
The workshops created an open, supportive environment where participants could challenge their thinking, share ideas, and learn from one another as well as from the session itself.
The Results & Impact
The impact of the programme was both immediate and mindset-shifting.
Participants left with:
- Greater clarity on their target audience and market positioning
- Practical strategies they could apply straight away
- Increased confidence in communicating their ideas and vision
- A more positive, informed perspective on sales and marketing
More broadly, the workshops contributed to Newcastle University’s wider ambition to strengthen its spin-out ecosystem, supporting founders to take their first commercial steps with greater confidence and structure.
Client Feedback
“As a university-based research scientist preparing to launch a spin-out company, the prospect of sales and marketing initially felt quite daunting. The training delivered by Jessica at Just Williams was outstanding. From the very beginning it was clear that the organisation genuinely believes in ethical, relationship-led sales and marketing. The sessions were engaging, practical and immediately applicable, and I came away with clear strategies, new confidence, and a much more positive view of how to communicate my ideas and vision to potential partners and customers.”
Andrew Filby
This work reflects the importance of bridging the gap between innovation and commercialisation. By equipping founders with the tools, confidence, and clarity to engage their markets effectively, Newcastle University is helping turn ideas into viable, growing businesses, with Just Williams supporting that journey at a critical early stage.