// SCALING UP //

AS WELL AS SEEING YOUNG PEOPLE FLOURISH IN A HIGHLY COMPETITIVE INDUSTRY . . . I KNOW MY CUSTOMERS ARE ALSO INVESTING IN THEM .

professionally in what is a highly competitive industry , Ginday would be able to reinvest the profit of her macaroon business back into its flagship training programme ; to onboard more people and improve the accompanying wellness and counselling sessions .

However , effectively running two adjacent organisations – a small business and a social enterprise – comes with its challenges . Many of these are grounded in financial management , which required a digital solution to give her oversight of a thriving operation .

The challenge : Funding two different businesses

Balancing the responsibilities of a small business and a social enterprise , and ensuring profits can be reinvested into the latter , is an unusual challenge . For Miss Macaroon to commit to its vision and mission , it ’ s critical to have the resources to run both the manufacturing business and training organisation .

Miss Macaroon earned a place on both the NatWest accelerator and the Goldman Sachs 10,000 small businesses programme , helping put the foundations in place for it to move into retail partnerships . But there ’ s still a need to find sufficient funding to sustain both sides of the organisation – a challenge compounded by the increasing cost of energy and ingredients . Beyond that , lower consumer spending and confidence is being felt particularly when it comes to buying premium gifts . All finances needed to be tracked closely and reported to Ginday ’ s board of advisors , to prove that new initiatives and expansion are viable .

Changes in consumer spending and attitudes

Despite customers pulling back on spending , many want to give back through conscious consumerism , a trend that has benefitted Miss Macaroon . In previous years , people didn ’ t identify so much with social causes . If they purchased from one , it was an added benefit . Even if consumers want to do the right thing , they often don ’ t know where or with which organisation to start . At the same time , some commercial organisations put some resources behind social initiatives , but not in a strategic way .

But Miss Macaroon is feeling the benefit of engaging a more considered customer base , as bigger businesses focus more on doing good in the community through the suppliers they work with . The Fairer Futures Programme – a collaboration between Miss Macaroon and the Your Co-op store in Walsall – is just one example of how Ginday is creating a platform through which buying macaroons is driving genuine social change . The bespoke partnership offers a 9 – 12 weeks course to help prepare young people for a happy , fulfilling work life – 41 of whom have come through the programme with 75 % moving into work .

Ginday said : “ I get so much out of running Miss Macaroon . As well as seeing young people flourish in a highly competitive industry , learning to work confidently and collaboratively in the pressurised environment of a professional kitchen , I know my customers are also investing in them . By believing in our products , they are believing in disadvantaged young people across the UK . That ’ s my reward , and a digital finance platform makes it easier for us to make a difference .”

Financial management and late payments

Small businesses are often impacted by late payments from suppliers or corporate customers , and Miss Macaroon is no exception . The business is fortunate to have some reliable customers buying direct to consumer , but wholesale accounts tend to take longer to pay their invoices , which can have a detrimental effect on a small business .

Technology sits at the heart of Miss Macaroon . Ginday is not shy of innovation , having developed a proprietary algorithm that matches the colour of a macaroon to bespoke branding for corporate orders . But there was also an opportunity to transform the organisation ’ s financial management via the adoption of digital platforms . She started a search for one that would be easy enough to

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