Why Now is the Time to Scale: Erika Robinson on Small Business Growth
Small business owners have never had more tools at their disposal - or more challenges to navigate. Erika Robinson believes that's exactly why now is the perfect time to scale.
When Erika Robinson opened her children’s play centre in 2019, she couldn’t have predicted a global pandemic would hit weeks later. Yet that experience shaped her understanding of what small businesses truly need to succeed.
As UK General Manager of Constant Contact and founder of her own successful venture, Robinson brings a unique perspective to this year’s Business Show 2024 in London, where she’ll be sharing insights on why there’s never been a better time to grow your business.
From Corporate Strategy to Entrepreneurial Reality
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Robinson’s journey spans two decades across some of the UK’s most recognisable brands, including Intuit, Headspace and Virgin Media. However, it was founding her own business in 2019 that gave her firsthand experience of the challenges small business owners face daily.
“Picnic – a children’s play centre in Kingston – was a business I founded just before Covid hit”, Robinson recalls. “Covid was undoubtedly one of my first big challenges!” The timing, coupled with her business partner’s unexpected departure due to health reasons, taught her a fundamental lesson in entrepreneurship: “Expect the unexpected and be prepared to adjust and change course accordingly”.
This experience shaped her understanding of what small businesses truly need to succeed – agility, resilience and the right tools to compete in today’s market.
The Technology Revolution
According to Robinson, technology has fundamentally altered the playing field for small businesses. “The very latest and most powerful technology has traditionally been the reserve of the largest corporations. That’s now changing”, she explains. “Businesses of any size – from sole traders to SMEs – have access to the exact same technology as the big guys”.
This democratisation of technology, particularly AI, is creating unprecedented opportunities. Recent data supports this view, with Robinson noting that “almost 80% of UK consumers expect to shop with a new small business they’ve never bought from before this Christmas”.
The Small Business Advantage
Rather than viewing size as a limitation, Robinson argues that being small is actually a “superpower”. “Smaller businesses are so much more agile than larger businesses. They can make decisions much more quickly, without going through multiple rounds of reviews and approvals!”, she explains.
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This agility extends beyond decision-making. Small businesses can build authentic relationships with their communities in ways larger competitors find it difficult. “SMEs can build relationships with their customers and communities that bigger companies struggle to replicate. This is important for sales, yes, but also for feedback on how your business can improve”, Robinson notes.
“Expect the unexpected, and be prepared to adjust and change course accordingly. Businesses that can be agile and continuously adapt to the changing landscape are the ones that will succeed and grow.”
Erika Robinson, UK General Manager – Constant Contact
Navigating the Multiple Hats Challenge
One of the biggest challenges for small business owners is managing multiple roles simultaneously. “When it comes to running your own small business, you are the CEO, CMO, CFO, as well as whatever your passion is – whether that be flower arranging, cutting hair, looking after children or plumbing”, Robinson explains.
Her advice? Don’t be afraid to ask for help. “There are 5.5m SMEs in the UK, representing over 99% of the business population and accounting for 61% of UK employment. SMEs are central to the UK economy, so there’s a massive universe of support out there – you just have to tap into it”.
The Future of Small Business Growth
Looking ahead, Robinson sees AI playing an increasingly crucial role in small business growth. “Now is a very exciting time for small businesses as AI has become available to the masses and is effectively levelling the playing field between small and large businesses”, she says.
However, she emphasises that the focus should remain on practical business outcomes rather than technology for its own sake. “If you’re a small business – a chain of bakeries for example – you’re not likely thinking, ‘how can I use AI to improve my business’. What’s front of mind is, ‘how can I get more customers in the door?'”
Hear from Erika at The Business Show
Erika Robinson will deliver her keynote speech “Why Today is the Best Time to Scale your Business” on 13 November at 14:00 in Keynote Theatre 2, sponsored by Constant Contact. Drawing from both her corporate experience and entrepreneurial journey, Robinson will share practical strategies for businesses looking to scale in today’s dynamic market.
“The business landscape in the UK is changing quickly and the rate of technological change will continue to get quicker”, she notes. “Those that remain adaptive, innovative and foster a culture of experimentation – again whether you’re a sole trader or an SME – will win”.
Grab your free ticket at here.
About Erika Robinson
Erika Robinson is the UK General Manager of Constant Contact, a digital marketing platform that helps small businesses across the globe grow. Constant Contact’s market leading, game-changing technology has helped millions of small businesses over the last three decades. With Constant Contact launching in the UK , Erika will ensure that British small businesses have a partner and solutions they can rely on for growth, so business owners can focus on delivering for customers.
Erika has spent two decades working across strategy and finance for some of the UK’s most recognisable brands, including financial software giant, Intuit, mental health company, Headspace and telecommunications leader, Virgin Media. Erika led Commercial Strategy for Intuit Quickbooks UK and pioneered the commercial launch of Headspace’s mental health offering across Europe and the UK.
An entrepreneur at heart, Erika founded her own business in 2019, of which she remains CEO, and therefore has an in-depth understanding of the small business owners’ priorities and predicaments. Picnic is a children’s play centre located in Kingston that has employed over 30 people from the surrounding area and welcomed 200,000 parents and children through its doors. Erika is looking forward to getting Constant Contact technology into the hands of small businesses across the UK to help them grow.
Erika holds a B.A. in Visual Communication from Birmingham University, an MBA from Kingston University and is a member of the Chartered Institute of Management Accountants (CIMA). She lives with her husband and two children in London.