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Josephine Liang, Co-founder and CEO of Cauli, was delighted to find an accelerator programme dedicated to supporting ethnic minority businesses (EMBs) exclusively in the Business-to-Business (B2B) space. The learning curriculum and support offered was tailored to B2B reminding her that there are numerous benefits in operating in this space.  

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Cauli is an award-winning, tech-enabled business founded in 2019 with a mission to minimise and eliminate single-use food packaging and waste. We provide reusable food and drink packaging as a solution in workplace and event dining.  

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What it means to be B2B 

A lot of start-up content cater to the B2C audience therefore, it was beneficial that the learnings were catered to B2B businesses at it helped us understand our offering and that there are ways of operating that are valuable for us.  

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Whilst the whole learning experience was insightful, there were a few sessions that stood out to me. In particular, the Tendering Workshops which covered the process of tendering and bids and were packed with information about how to go through the tendering process which is something we hope to begin and secure ourselves. Often, founders must find information on this process elsewhere; go through trial and error; or are expected to find a bid writer which is often not possible for many founders. Yet during these workshops, we were taught about the process which gave us access to information that would have otherwise been difficult to get a hold of.  

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Importance of Implementation 

I appreciated that we were given the module tasks as it gave me the opportunity to implement and review the learnings. I particularly enjoyed the first module task where we had to create our ideal customer profile as it is an important element of running a business and intuitively, we know our ideal customer but reflecting on their habits, their challenges, and what we can offer was useful.  

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Another task I found useful was creating our B2B sales pitch deck which we refined with one of the experts on the programme and we’ve been using this pitch deck with potential clients. Since we’ve been with the programme, we’ve been onboarded with one of the biggest contract catering companies that service Europe. 

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Demo Day  

Being able to be one of the 10 businesses pitching during the MSDUK Accelerator Demo Day was initially nerve-wrecking however, the process of setting up from training and 1-2-1 support to pitching on the day was smooth. Following the pitch, we had some great follow-up especially since we were running off the adrenaline of pitching on-stage. As well as being one of the businesses pitching, it was also great seeing the rest of the cohort. Due to most of the programme taking place online, it is always great to see the cohort in-person whenever we have the chance.  

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Jo’s Biggest Takeaway

I think my biggest takeaway from the programme is the encouragement and fostering of the B2B mindset and understanding what it is like to be in this space. The sessions are catered towards that mindset, and you see the distinction between what we were taught versus what we can find online or in other accelerators with a B2C focus. Also, being part of a community of ethnic minority founders was valuable especially since there was also a lot of female minority founders who I was able to connect with. 

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The Bigger Picture – Next Steps with MSDUK 

As one of the 12 finalists of the MSDUK Innovation Challenge, it is great to know that the support from MSDUK extends beyond the programme. It shows that MSDUK is dedicated in providing continuous support to ethnic minority businesses. If I need some support or need some clarity and advice, I know I can reach out to the MSDUK network and the team.  

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Accelerator Programme Cohort 4  

Calling all early-stage B2B ventures! The MSDUK Accelerator’s recruitment for Cohort 4 is now open, and we’re excited to invite you to be a part of it. Join our thriving community of over 120 committed individuals, including experts, mentors, and facilitators. At MSDUK, we take pride in our strong support network, united by a common goal of driving positive transformation. By applying, you’ll tap into this dynamic ecosystem, dedicated to empowering ethnic minority founders on their journey to becoming the influential and diverse leaders of the future. Don’t miss this opportunity to shape your business’s trajectory – apply now and let’s create change together!

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To apply for MSDUK Accelerator Programme (Cohort 4) 👉https://accelerator.msduk.org.uk/?utm_source=blog&utm_medium=website&utm_campaign=OrganicAC23