Saira Khan may not have won The Apprentice in 2005, but she remains one of the programme’s best-known candidates. Since then she has built a career as a TV presenter, entrepreneur and business campaigner, drawing on her own experience of launching and running companies. In this Q&A she shares the practical lessons she has learned about what it really takes to start and grow your business in the UK.

Her advice arrives at a pivotal moment for women founders. ONS data from 2024 showed that around 1.5 million women in the UK were self-employed, yet women-led businesses still make up only around 16% of small business employers, according to the British Business Bank’s Small Business Finance Markets 2024 report. Understanding the current funding landscape, tax obligations and digital expectations is essential for anyone turning an idea into a sustainable venture. You can find the latest figures on women in business in the UK here.

What is your favourite thing about running a business?

At my age, it is the flexibility of being my own boss. I can dictate my working day, which matters enormously when you are juggling children and family life. I do that by maintaining a flexible and fluid work-life balance. Some days are wholly focused on work so that the next day I can dedicate more time to my children. Being able to organise my work around my schedule, rather than the other way round, is hugely valuable.

I also enjoy the power to choose who I do business with. Coming from a corporate background, I have dealt with difficult people; now I work with innovative, creative people who motivate and inspire me. That freedom to assess the value of a relationship and walk away if it does not feel right is something every founder should protect. Good business is built on good people.

What difficulties have you come up against in business?

I have made more mistakes than good decisions, but each mistake is a lesson. The key is to learn from it, develop and move on. Over the past few years I have been on a massive learning curve, and I try to use what I have learned to help others avoid the same pitfalls.

Money remains one of the biggest challenges. New startups face an array of funding problems: you need enough investment to turn a business dream into reality, and to secure it you have to sell your idea. Investors will only part with their money if they buy into your brand and vision. Many new businesses struggle because they do not have deep pockets, yet cashflow is still essential if you want to take your brand to the next level.

The numbers underline the challenge. The 2023 update to the Alison Rose Review of Female Entrepreneurship found that only 1% of UK venture capital goes to all-female founder teams, and women-led businesses contribute an estimated £85 billion to the UK economy, according to the original 2019 Rose Review. In the current UK market, founders should explore every funding route, from personal savings and family support to Start Up Loans for women founders, grants and angel investment. Since its 2012 launch, the British Business Bank’s Start Up Loans programme has delivered more than £1 billion to entrepreneurs across the UK. Keep costs lean, negotiate payment terms and review your cash position weekly. A profitable-looking order book means little if you cannot pay suppliers or staff on time.

What advice do you have for new founders?

First, understand the business you want to create. Brand identity and promotion are vital: you need to help people understand what your business is and what you stand for. Know from the start what makes your brand unique and who it is for. That clarity drives everything else, from pricing to customer service.

Marketing is the next priority. In my experience, branding and marketing are crucial to business success. You do not need a huge budget, but you do need consistency. Define your target audience, choose the channels where they spend time and communicate your value clearly. A strong digital presence is now expected by most UK consumers.

Finally, get your finances in place. Alongside a marketing plan, you need a solid business plan. It should set out how you will generate revenue, manage costs and secure the investment your business needs to thrive. Review it regularly; a business plan is a working document, not a one-off exercise. If you are self-employed, make sure you also understand your tax obligations under Making Tax Digital and Self Assessment, and keep accurate records from day one.

What is the one business lesson every founder should remember?

Think of your customers. You need to know and be passionate about your business, but you also need to instil that same passion in your customers. Times have changed: people now want a much more personal relationship with the brands they support. To succeed, you must build and maintain strong relationships, engage with customers, understand them and use their feedback to develop your business.

Make it easy for customers to reach you, listen to reviews and respond quickly. Social media, email newsletters and loyalty schemes are cost-effective ways to keep the conversation going. If you bring your customers on the journey with you, they become advocates, not just buyers. That customer loyalty is often the difference between a business that survives and one that scales.

Action steps: start and grow your business

• Check the latest UK women in business statistics to understand the market you are entering.
• Explore Start Up Loans for women founders and compare grants, loans and equity options before you commit.
• Write a working business plan that includes cashflow projections, a marketing strategy and a clear customer profile.
• Choose two or three marketing channels where your target customers are active, and post or engage consistently.
• Set up a simple weekly financial review so you spot cashflow problems before they become crises.
• Create a customer feedback loop, such as a short survey or regular social media check-ins, and act on what you learn.

Saira Khan’s experience shows that the journey to start and grow your business in the UK is rarely a straight line. Flexibility, financial discipline, clear branding and genuine customer relationships are the foundations that help women founders move from a good idea to a thriving company.