Alliyah Dawud’s business, Serene Goddess, was inspired by political leaders such as Gandhi and Jinnah rather than business tycoons like Branson and Sugar. She tells us about her desire to make a living selling ethical beauty products and Asian jewellery.

Name: Alliyah Shabana Dawud
Age: 22
Business: Serene Goddess
Type of business: Natural based bath and beauty products and hampers
Start date: October 2005

When did you first decide you wanted to start your own business?
I was at my uncles wedding in Pakistan when I realised I wanted to go into business. I’d graduated from university in 2004 with a degree in journalism but couldn’t find a job that was motivating. So I was looking for inspiration to do something more fun.

Tell us about your business.
Serene Goddess is an online shop selling handmade, natural based, alcohol and animal fat free products that come in minimal packaging. Nothing is tested on animals. I also sell Asian costume jewellery and a range of other accessories to add some Asian funkiness into your wardrobe.

Was it your first business idea and where did it come from?
Yes, this was my first idea. It came from me watching family members not using expensive chemical filled beauty products. There’s still women out there who don’t use creams and lotions if they don’t get what’s in them so they turn to age old remedies which to be honest are tried and tested over generations and never fail them.

Was your decision to start a business inspired by any other companies or individuals? If so, who?
No, no such person inspired me. I get inspired by people like Mohammed Ali, Rosa Parks-people who’ve made a difference. Gandhi and Jinnah are up there too for inspiring me, I guess I’m more politically motivated than by business people.

What makes you think there’s a market for your business?
The fact that I did research into what I wanted to sell. There’s currently a niche market for these types of products-some women on religious grounds cannot use products that contain alcohol or animal fats. People are also becoming more and more aware of the environment, chemicals and things that may not be all there cracked up to be. We’re asking more questions than we did in the early 1990’s.

Once you’d decided to start a business, what did you do first?
I did plenty of research into the field and contacted the Princes Trust for financial support. They then gave me information, helped me put together a business plan and got me to contact my former university (Staffordshire University) for financial help too.

What research did you do?
I spent endless hours reading through business books, reading up on issues on the internet, speaking to other business people and surveying loads of people.

What advice did you seek?
I was given advice by the Princes Trust who got me into contact with Business Link. I also got help and advice from my former university’s HE Full circle project. Without the Princes Trust and Chris at HE Full circle I would have been lost. I also attended the Business Link 3 day business course. It was okay, I learnt one or two things but to be quite honest I felt I’d learnt more from books than from the course.

What other help did you get?
I was given constant support by the Princes Trust who gave me a mentor and I was given loads and loads or support from HE full circle who also have me a mentor.

Does the government need to provide more help to people trying to start a business?
Yes, without a doubt! There’s not enough information out there for young people who want to go into business. And funding is a huge issue – ‘where do you go for low interest funding?’ There’s literally no-one who will help you. They all want your money before you’ve even sown your first seed of success. The government needs to get its priorities in complete order over this issue, we the young businesses are the future of England. Help us!

Talk us through the process of writing your business plan. How did you find it?
The Princes Trust gave me a template to work through. That was it, easy. I then typed up all the information so I had a business plan for other organisations too.