Are You Building a Business Around What You Love or Just Chasing a Market?

Posted on 4th April 2025 at 16:42

Scaling Strategies for SMEs: Why Passion and Audience Insight Matter More Than You Think.

When scaling a business, starting with a personal passion is powerful but it’s not enough. How you choose to grow, fund, and structure your business can define your long-term success.

This week on ScaleUp Radio Shorts, Kevin Brent and Granger Forson explore the journeys of two very different founders. You can also listen to the full ScaleUp Radio interviews here for deeper insights:

Elliot Riley-Walsh, CEO of ValArt, a platform for collectors

Suki Pantal, founder of Suki’s Curries and Spices, built from her home kitchen

Despite operating in different industries, their insights into Business Strategy, Customer Engagement, and the CEO Mindset for Success are valuable for any SME leader.

Strategic Growth Planning Begins with a Problem You Understand

Both Elliot and Suki started their businesses to solve a personal frustration:

Elliot couldn’t find a good way to manage his collection of assets.

Suki wanted to share her love of Indian cooking with her community.

By engaging closely with their early audiences whether through Instagram or user interviews they built loyal followings rooted in real value.

This reflects a key message from The Entrepreneurial ScaleUp System: a strong value proposition grounded in customer insight leads to sustainable growth.

Scaling Strategies for SMEs in Tech vs Food

Their strategies for growth were very different, shaped by industry and business model:

Funding Approach: Elliot bootstrapped ValArt, securing grants and delaying external investment. Suki built her business by investing time in content creation and audience development.

Business Model: ValArt operates on a subscription basis. Suki generates income from cookbooks, cooking classes, food festivals, and live events.

Tech Requirements: Elliot faced a steep learning curve as a non-technical founder and brought in a CTO. Suki managed her own website and digital tools.

Partnerships and Products: Elliot avoided becoming a marketplace, instead focusing on strategic alliances. Suki is exploring future product lines like spice mixes and sauces.

Key insight: Scaling is not one-size-fits-all. Whether you are launching tech or food products, your growth model needs to reflect your resources, goals, and customer journey.

What Would They Tell Their Younger Selves?

Both founders offered reflections that show the mindset needed to succeed when building something from the ground up:

Elliot: “Block out the noise and believe in your vision.”

Suki: “Do not fear reinvention, just go for it.”

These are not just inspirational quotes. They reveal the resilience, clarity, and conviction that often mark the difference between stalling and scaling.

ScaleUp Challenge Report: Data That Matches the Mindset

The differences in Elliot and Suki’s approaches mirror the findings in our ScaleUp Challenge Report:

43% of SmartBoards members more than doubled turnover in three years

52% reported growth of over 20% in the last year, despite market pressures

Success was closely linked to clear vision, peer support, and structured planning

The report shows that mindset matters, but so does having a strategic framework and the right support around you.

ScaleUp Radio Shorts: Quick Lessons for Founders on the Go

Want to hear Kevin and Granger break down these lessons in under 10 minutes?

🎧 Listen to the latest ScaleUp Radio Shorts episode for a focused conversation on Elliot and Suki’s stories, what they teach us about scaling, and how founders like you can apply these insights.