Assessment of the Online Business Support Offer
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ASSESSMENT OF THE ONLINE BUSINESS SUPPORT OFFER Growth and Improvement Service, My New Business and Helpline DECEMBER 2012 Report by: Centre for Enterprise and Economic Development Research (CEEDR), Middlesex University Business School and BMG Research. Assessment of the Online Business Support Offer Contents Executive Summary........................................................................................................................ 1 1. Introduction ............................................................................................................................... 11 1.1 Research Rationale and Context .......................................................................................... 11 1.2 Key Research Aims:.............................................................................................................. 12 2. Methodology.............................................................................................................................. 14 2.1 Introduction ........................................................................................................................... 14 2.2 Stage 1 – In-depth Surveys with New and Established SMEs.............................................. 14 2.3 Stage 2 – Large-scale Survey of SMEs in England .............................................................. 16 3. Survey of SMEs in England ..................................................................................................... 18 3.1 Introduction ........................................................................................................................... 18 3.2 SME Characteristics of Business Link Users and Non Users ............................................... 18 3.3 Market Penetration and Use of Business Link Services ....................................................... 28 3.4 Concerns for SMEs in the Last 12 Months............................................................................ 32 3.5 Barriers to Using Business Support and Latent Demand...................................................... 34 3.7 Summary of SME Survey Key Findings ................................................................................ 40 4. Survey of SME Business Link Users................................................................................ 44 4.1 Introduction ........................................................................................................................... 44 4.2 Length and Frequency of Use of Business Link.................................................................... 44 4.3 Types of Assistance Sought from the Business Link and Service Effectiveness.................. 47 4.4 Impacts of Using Business Link Services ............................................................................. 53 4.5 Problems Using the Business Link Services......................................................................... 57 4.6 Awareness and Use of Mentorsme ....................................................................................... 57 4.7 Alternative Business Assistance to Business Link ................................................................ 61 i Assessment of the Online Business Support Offer 5. Baseline Survey of New and Established Business Use ...................................................... 68 5.1 Introduction ........................................................................................................................... 68 5.2 Baseline Survey Profile......................................................................................................... 69 5.2 Initial Review of My New Business ....................................................................................... 73 5.3 Initial Review of My New Business ....................................................................................... 75 5.4 Initial Review of Mentorsme.................................................................................................. 77 6. Final Survey Report .................................................................................................................. 82 6.1 Survey Profile........................................................................................................................ 82 6.2 Frequency of Use.................................................................................................................. 84 6.3 Main Reasons for Continued Use ......................................................................................... 86 6.4 Site Navigation and Ease of Finding Assistance................................................................... 87 6.5 Overall Satisfaction ............................................................................................................... 88 6.6 Extent to which MNB and GIS addressed queries................................................................ 89 6.7 Layout and clarity of information ........................................................................................... 90 6.8 Suggestions for improvements to the MNB and GIS websites ............................................. 90 6.9 Comparisons between the Core Business Link site and GIS and MNB................................ 91 6.10 Problems Finding Information ............................................................................................. 91 6.11 Awareness, Use and Appraisal of Alternative Service Providers........................................ 92 6.12 Most and Least Successful Assistance............................................................................... 93 6.13 Increased Awareness of Mentoring..................................................................................... 94 6.15 Changes in Satisfaction Levels........................................................................................... 94 6.16 Outcomes of Assistance Received ..................................................................................... 96 6.17 Mentoring Outcomes........................................................................................................... 97 6.18 Overall Impacts of Assistance Received............................................................................. 98 ii Assessment of the Online Business Support Offer 6.19 Identification of New Business Issues................................................................................. 99 6.20 Identification of New Business Support Services and the Private Sector ......................... 100 6.21 Identification of New Business Opportunities.................................................................... 100 6.22 Other Impacts of Assistance ............................................................................................. 101 6.23 Other Assistance Used, Not Anticipated........................................................................... 101 6.24 Suggested Improvements to the Business Link Services ................................................. 101 6.25 Recommended Business Link Services............................................................................ 102 6.26 Forecast Future Regularity of Use of Business Link Services .......................................... 103 6.27 Final In Depth Survey Key Findings.................................................................................. 104 7. Key Findings and Recommendations................................................................................... 109 7.1 The rationale for providing a national Business Link service .............................................. 109 7.2 The level of penetration for Business Link services ............................................................ 111 7.3 The effectiveness of the online service in relation to the previous offer.............................. 113 7.4 Initial Impacts of the Business Link services....................................................................... 115 7.5 The role of the telephone helpline....................................................................................... 116 7.6 The extent to which Business Link is promoting third party activity .................................... 117 7.7 Barriers to SME use of Business Link................................................................................. 118 7.9 Suggested Improvements to the Business Link Services ................................................... 119 REFERENCES ............................................................................................................................. 120 iii Assessment of the Online Business Support Offer Executive Summary Research Rationale In July 2010, the Government embarked on a major programme of change to the way that people running a business in England accessed information, guidance and support. The programme adopted a Digital First strategy that primarily focussed on delivering web- based services alongside targeted offers of face-to-face support where it could deliver the greatest economic impact e.g. high growth businesses. This sits within the wider Government digital agenda in which both businesses and citizens will be directed to the web first for all of their interactions with Government. As a first step, enhancements to the Business Link website, supported by a telephone helpline, were made to create a first point of contact to assist pre-start, new and established businesses in England. The structure offered a wide range of web based