How Joanne Found Value in a Focused Business Vision

Joanne is the founder and owner of a rural hospitality business, Little Seed Field, located on the edge of the Yorkshire Moors. The enterprise began as a glamping site and has evolved to accommodate weddings, all set within her scenic family farm.

While the business grew steadily, Joanne faced challenges with brand clarity, strategic focus and the isolation of running a business by herself. Joanne reached for support and was introduced to Karen, the Growth Hub Start-up Specialist.

Karen became a consistent presence in Joanne’s business life, offering objective feedback, strategic guidance and encouragement at key points. They now meet twice a year to review progress and stay focused on long-term goals.

Through the Growth Hub, Joanne was accepted onto the Strive Live programme, where she was able to build a strong network of like-minded business owners with a wide range of experiences, challenges and knowledge to share. Networking has played a key role in her journey. Despite initial reservations, she has found value in connecting with others and building informal support networks with like-minded entrepreneurs.

Running a business alone presented a range of challenges. Joanne found herself managing multiple social media accounts, different brand names and a website that lacked a clear identity. Her branding had become fragmented as she tried to distinguish the glamping and wedding sides of the business. Karen helped her confront these issues by asking difficult but necessary questions.

One key insight came when Karen pointed out how confusing the online customer experience was. This moment prompted Joanne to consolidate her messaging and rethink how she presented her business to the outside world. These conversations led to a full website overhaul and a redefinition of the brand’s core purpose.

Joanne commented, “Karen challenges me, she asks me the questions that no nobody else in my inner circle would.

“She’s helped me become much more laser focused on the core of the business, and that process is still ongoing. Even recently, after I had spent a lot of time refining things, she pointed out that parts of my website still felt vague.

“She told me for my own clarity and peace of mind, I need to define exactly what we do and just as importantly, what we don’t do. Without that focus, I was spreading myself too thin, investing time and energy into areas that weren’t sustainable or profitable.”

Through mentoring, Joanne came to understand the importance of strategic focus. Rather than chasing every opportunity, she began to make decisions that aligned with her personal values and goals. She had previously believed that growth meant doing more: more weddings, more bookings, more events.

With Karen’s support, she shifted her mindset. The focus moved toward doing less but doing it better and charging appropriately for the time, energy and care she was putting into every experience.

Joanne describes Karen as a “silent member of the board,” someone who provides structure and perspective without taking over. Her influence is subtle but consistent.

Karen said, “It’s been a real privilege to get to know Joanne and support her with her business ambitions. Small businesses like Joanne’s are so important to the local economy and her inspiration, determination and resilience are at the heart of all that she does.”

Joanne’s story demonstrates the power of purpose-driven entrepreneurship, especially in rural communities.

Get in touch with Karen today if you’d like to receive similar support.