Blueberry Marketing's journey with Leeds Beckett

Faresh Maisuria started Blueberry Marketing Solutions in 2005 using a virtual office based at Leeds Beckett University. Now, 19 years on, the company's relationship with the university has grown from strength to strength - from employing LBU graduates to taking part in business support and leadership programmes - and now giving back to the next generation of entrepreneurs at LBU as an Entrepreneur in Residence!

"Blueberry is a data-driven multi-channel direct marketing company. We specialise in using data strategy, intelligence and expertise to provide a marketing, engagement and content strategy which suits each client we work with.

"We work with a diverse range of clients, including 26 universities, organisations such as AQA, assisting them in engaging with schools, and the Department for Business and Trade, supporting businesses in expanding their export capabilities. Ultimately, our mission is to drive results and help businesses and organisations achieve their strategic objectives.

"As the Managing Director of Blueberry, my role involves overseeing the strategic direction and overall operations of the business. I lead the team in delivering effective lead generation solutions for our clients, ensuring we meet their business development goals."

"The inspiration for starting my business came from an unexpected turn of events. In 2005, I was made redundant, which left me unsure of what to do next. Whilst staying on for a few weeks to support my boss at the time, who had been a great mentor to me, the business found a buyer - and my boss encouraged me to consider becoming a leader myself rather than join the new entity. She felt I had the right capabilities and deep knowledge of lead generation that the new owners would need.

"After giving it some thought, I saw an opportunity to contract with the new owners while also establishing myself. Just 24 hours later, I approached the new owners about leaving but continuing to contract with them, and they agreed. That's how Blueberry Marketing Solutions was born."

"When I started Blueberry 19 years ago, the environment was very different. At the time, I found myself in an adverse situation with very little to lose, which made my decision to start a business easier.

"The biggest notable difference is the sheer volume of information available at our fingertips. Back then, there wasn't as much access to resources, so decisions were often made based on gut feeling and limited research. Today, the abundance of information can sometimes cloud judgment and lead to overanalysing situations. While the increased access to insights is valuable, the sheer amount of data can feel overwhelming."

"Leeds Beckett University played a crucial role in the early days of Blueberry's growth. I first heard about LBU's business support through a friend, and after visiting in September 2005, I saw that it offered exactly what I needed. Initially, I used a virtual office, which was a cost-effective solution. Within my first year, I moved to a one-man office, then to a two-man and eventually a five-man office as the business grew. This allowed me to scale at my own pace.

"Beyond the physical space, the support network at LBU was invaluable. They provided access to solicitors, workshops, the Chamber of Commerce, and networking opportunities. I still use many of the connections I made there for training and business growth. The University also organised pitch events, which were incredibly helpful for refining my business approach and for providing opportunities to win business in that first year. Many of the friends and business contacts I made at LBU are still going some 19 or 20 years on and are celebrating their own milestones, too."

"From the very beginning, the culture at LBU had a profound impact on me and Blueberry. I quickly realised that universities weren't just about academic study - they could also be a tremendous resource for businesses.

"I used the university's network for everything from hiring part-time staff to gaining access to professional development courses like CIM and ILM. Many of our early team members were students at Leeds Beckett, and it was a win-win: they gained practical experience while we benefited from their fresh ideas and energy. We had several student placements as well as recruiting many students - several of whom have come to work for us full-time after university.

"One of the most meaningful aspects of our connection with Leeds Beckett has been the mentorship and support I've received. About five or six years ago, I was honoured to be invited as an Entrepreneur in Residence at Leeds Business School. This role has given me the opportunity to give back to the next generation of entrepreneurs by providing guidance and sharing insights from my own journey.

"Additionally, Blueberry has participated in several university initiatives, including short courses and student events. We've also recently sent about 20 of our female employees on ILM short courses designed for women in business through #WECAN. Over the years, many of our staff members have used the University's resources to further their professional development. In fact, one of our staff members even came third in a national competition a few years ago, thanks to the training they received at LBU.

"Overall, being part of the Leeds Beckett business community has been pivotal in our growth. The university has helped shape our culture, provided ongoing learning opportunities for our team, and supported our business in numerous ways."

"One of my career highlights at Blueberry has been seeing the development of my colleagues and the impact that growth has had on the business. While key wins with clients are always satisfying, watching my team members flourish and knowing we've made a difference in their careers has been particularly rewarding.

"Around 12 years ago, I completed the Goldman Sachs 10,000 Small Businesses programme, which gave us a lot of valuable insights. We implemented some changes, including introducing the Blueberry Academy. Now, 24 of our past staff have gone onto run their own business (25 if you include the current Leeds Beckett graduate Ryan who is still working with us part-time whilst he builds up the reserves and the client base to fully make the move).

"However, the proudest moment for me was launching the EMI (Enterprise Management Initiative) scheme, where we gave employees shares in the business. In the last year, I had the privilege of handing out checks to some of our team members, thanking them for their dedication and contributions over the years."

"Blueberry is focused on taking the next step in our growth. We've been fortunate to experience steady progress over the years, and now with 55 employees and a strong client base, we're looking to expand our offerings and become even more holistic in the services we provide.

"One key area we're exploring is adding new services that will complement our current telemarketing work and drive us forward. We've been evaluating automation services and enhancing our market research capacity, both of which we believe will provide more value to our clients and strengthen our position in the market."

"If you're leading an SME and considering connecting with Leeds Beckett University, I would say just do it. Reach out to the Knowledge Exchange team and attend a few events. The value comes not only from what you can learn from university staff but also from being in the environment surrounded by other businesses, startups, and consultants. The events are often topical and thematic, and you'll find that someone there can answer your questions or offer insights."

This story was originally published on the Leeds Beckett University website.