Llandudno
Conference Sponsors
We would like to extend our sincere thanks to all of our sponsors for their generous support, which has been instrumental in making this event possible.
Event Opening 9:00 9:30 9:35 9:40
Registration, Refreshments & Networking
Conference Opening Gemma Casey, Business News Wales
Welcome Address John Hurst, FSB Wales Chair
Sponsor’s Address Tony Fish, Ministry of Defence (MOD)
Session 1: Navigating Change – Policy, Membership & AI 9:45 10:05 10:15 10:45
The Welsh Business Landscape: Reflections on the Senedd Election
Joshua Miles, Head of Wales, FSB Wales
Making the Most of Your FSB Membership
Darren Gallimore, Membership Advisor, FSB Wales
AI Opportunities for Small Businesses Gary Cheers, NorthWales.AI
Refreshment Break & Exhibition Viewing
Session 2: From Brand to Revenue – Practical Sales Growth Strategies
11:30 11:50 12:10 12:40 12:55 13:00 14:30
Standing Out From The Crowd Phil Strachan, The Think Brand not bland Guy
Marketing Your Brand and Gaining Traction Paul Levy, Livetech
Turning Market Presence into Sales
Dawn Roberts, SalesSharp by Outperform Services
Expert Panel Discussion & Audience Q&A
Join the morning speakers to discuss the key challenges and opportunities facing small businesses in North Wales
Closing Remarks
Summary of key conference insights and thanks to speakers, sponsors, exhibitors and delegates
Lunch, Networking & Exhibition Viewing
An opportunity to connect with fellow business owners, speakers, sponsors and exhibitors
Conference Close
Host
Gemma Casey Editor of Business News Wales
Gemma is the Editor of independent media and communications firm Business News Wales. She started her career in journalism on local newspapers and became Wales Editor at the Press Association before joining BBC Wales, where she worked in radio, TV news and current affairs. She then led a pilot programme in hyperlocal broadcasting which set out to test how the medium could support local SMEs.
She spent a decade at a major high street bank, looking after regional PR as well as hosting events for businesses of all sizes and in all sectors, leading on its support programmes for SMEs, with a particular focus on initiatives for women in business and ethnic minority entrepreneurs.
Gemma is a passionate advocate for SMEs, something she puts down to growing up in and around a small business in the South Wales Valleys which was in her family for four generations.
Business News Wales is an independent digital media platform dedicated to providing intelligent, targeted news and analysis to the Welsh business community. They connect organisations, policymakers, and entrepreneurs through sector-specific content, campaigns, and events that promote sustainable economic growth across Wales.
Speakers
John Hurst FSB Wales Chair
John is co-director of Cardiff-based B2B IT Services. John completed a management buy-in of the company in 2016 and he and his business partner have since built a team that shares their vision for the business being the best place to work and delivering excellent customer service. The business has gone from strength to strength and now operates from offices in Cardiff, Torfaen, and Bristol.
John has previously worked across manufacturing, technology, and professional services, giving him a broad perspective on the realities of running a business. Having spent years working in international trade, exporting to over 100 countries, he understands the challenges of growing a business in an unpredictable world.
John studied Business Studies at Cardiff Metropolitan University before earning an MBA with distinction from Cardiff University Business School.
As well as being a business owner, he is a husband and a dad with a deep love for Wales - its people, its landscapes, and the energy of its business community. John has also been an active voice in business and policy for years. He has been a member of FSB’s Wales Policy Unit for seven years and represented FSB on the Ministerially appointed Apprenticeship Advisory Board for five years. He has also held other board positions and has given evidence to the Senedd Accounts Committee, bringing his experience and insight to help shape policies that support small businesses.
Joshua Miles Head of FSB Wales
Joshua Miles is the Head of Wales for the Federation of Small Businesses. Josh has significant experience of public policy in Wales, particularly from a business perspective.
He studied public policy at Cardiff University and the Institut D’etudes Politiques Bordeaux and holds an MScEcon in Public Policy. Previous roles Josh has held include Director for Wales at the Learning and Work Institute, Director for Wales at the Confederation of Passenger Transport and he has twice previously worked in policy for FSB Wales.
He’s been a member of several boards including the advisory board for the National Centre for Learning Welsh, the Valleys Taskforce and the company board for Traveline Cymru.
Speakers
Gary Cheers NorthWales.Ai
Where to Start with AI: A Practical Guide for Small Businesses
Most small business owners have tried AI but are using it at around 5% of what’s possible. Gary will cover why most prompts disappoint and will provide the simple fix, high leverage prompts you can copy and use straight away, alongside demonstrating the habits the best AI users build, all jargon free.
Company Information:
Gary has spent 30 years helping businesses grow through digital strategy, today working exclusively on AI adoption for SMEs across North Wales. With a career that spans the full arc of digital – from web development through e-commerce, content marketing, SEO and social media – he has worked with over 100 clients, from sole traders to multi-million pound enterprises, delivering more than 250 projects across every sector.
In 2025 Gary launched Wingenious.Ai, an AI and automation consultancy, helping SMEs to figure out where AI fits into their business and to get it up and running. This year Gary as launched four new ventures:
• Digital Social Club – A North Wales networking event series for digital professionals
• AI Breakfast Club – A 3 session AI Training Programme for Business Leaders
• Free Audit AI – A Free AI readiness audit tool for businesses
• North Wales AI – A regional hub for AI adoption in North Wales www.northwales.ai www.linkedin.com/company/northwalesai www.facebook.com/northwalesai
Speakers
Phil Strachan
The Think Brand not bland Guy
Standing Out From The Crowd
Phil will underline the important role of the brand of any business in positioning it positively, in order for it to stand out from the crowd and be the go-to in its market. He will cover the fact that although owners and managers of SME businesses place great importance on the brands of the products and services that they themselves choose, far too many seem to forget the importance of brand when it comes to the offerings of their own business.
Company Information:
Phil Strachan is The Think Brand not bland Guy. He initially worked in London and the South for 13 years on the client-side, working on and running premium brands in the marketing departments of blue-chip companies including Nestle and Glaxo. He then spent 10 years on the consultancy-side in London as Managing Partner of his own consultancy where he instigated and implemented revitalisations, relaunches, repositionings etc of premium brands for blue-chip companies.
Based near Wrexham since 2021, for the last 25 years he has deliberately focused his attention on working with, and helping new and established businesses, in the SME sector to stand out from the crowd and move to the next level. Glasgow born Phil draws on his wealth of experience and expertise working with businesses and brands of all shapes and sizes, on both the client and consultancy sides offering what he calls ‘London quality at Glasgow prices’.
As Phil sees it, there is far too much bland out there, too many me-too blands that stand for nothing and provide little or no real reason for customers to choose them over their competitors.
thinkbrandnotbland.co.uk www.linkedin.com/in/philstrachan
Speakers
Paul Levy
Livetech
How Smart Businesses Are Using AI In Their Marketing Right Now Paul will provide a practical look at how forward-thinking businesses are already using AI to improve marketing, visibility and customer engagement, together with an overview of how AI is changing search, customer behaviour and digital marketing strategy.
Company Information:
Paul Levy is the Founder and Director of Livetech, a North Wales digital marketing and AI consultancy established in 2000 and based in Llandudno.
For more than 25 years, Paul has helped businesses improve their online visibility, customer engagement and commercial performance through websites, search marketing, content, automation and digital strategy. Having worked through the evolution of the internet from the early days of web design and search engines to today’s AI-driven landscape, he brings a practical perspective on how technology can create genuine business advantage.
Livetech works with organisations across a wide range of sectors, helping them adapt to changing customer behaviour, evolving search technologies and new opportunities created by artificial intelligence. The company’s focus is on applying technology in practical ways that improve efficiency, strengthen marketing performance and support long-term business growth.
Today, much of Paul’s work centres on helping businesses understand how AI is reshaping search, marketing and customer discovery, and how organisations can embrace these changes while maintaining the human insight, trust and relationships that remain at the heart of successful business.
www.livetech.co.uk www.linkedin.com/in/webdesignnorthwales www.facebook.com/livetechcreative
Speakers
Dawn Roberts Outperform Services & SalesSharp
Where Your Next Sale Is Hiding
Most businesses want more sales, but many start in the wrong place. In this practical session, Dawn Roberts will show you where your next sales opportunity may already be hiding, from existing customers and lapsed buyers to quotes that quietly went cold. You’ll learn why different buyers need different messages, how to avoid generic sales waffle, and how to make your sales approach clearer, sharper and more effective. Dawn will also touch on how AI can support sales without replacing the human thinking that makes selling work.
Company Information:
Dawn Roberts is the Principal Sales Trainer at Outperform Services and founder of SalesSharp.
With over 25 years’ experience in sales training, coaching and consultancy, Dawn helps businesses cut through the noise, sharpen how they sell, and say the right thing to the right buyer. Her style is practical, direct and rooted in what actually happens in real sales conversations, not textbook theory.
Before founding Outperform Services, Dawn was National Training Manager at BUPA Healthcare, where she led the development of more than 700 staff across multiple sites. Since then, her training has reached thousands of people across the UK and internationally, supporting sales teams, business owners and leaders to communicate with more clarity, confidence and impact.
SalesSharp brings Dawn’s sales thinking, methodology and real-world training experience into a practical tool businesses can use when it matters most. It helps business owners and teams sharpen sales messages, prepare for customer conversations, improve follow-ups and think through what to say next.
Rather than replacing the human side of selling, SalesSharp strengthens it by helping people prepare for every sale, structure their thinking, and communicate with more clarity, relevance and confidence.
www.salessharp.co.uk www.linkedin.com/in/dawnrobertsoutperform www.facebook.com/outperformservices
Exhibitors
Ministry of Defence (MOD)
Tony Fish is the Regional Employer Engagement Director (North & Mid Wales) for the Ministry of Defence. Tony works with employers to offer support and advice on the benefits of employing veterans and family members, supporting reservists in your workforce and signing the Armed Forces Covenant and progressing through the Employer Recognition Scheme.
Contact Details:
Tony Fish www.armedforcescovenant.gov.uk wa-reed2@rfca.mod.uk
FSB
From start up to scale up, FSB is here to help you on your business journey with a mission to help smaller businesses achieve their ambitions. We offer our members a wide range of vital business services including advice, financial expertise, support and a powerful voice in government.
Contact Details:
Mike Learmond www.fsb.org.uk mike.learmond@fsb.org.uk
All My Waste
All My Waste are a Registered Waste Carrier with the Environment Agency, ensuring the responsible disposal of all waste. They work with charities, scrap metal dealers and other merchants to reuse or recycle as much of your waste as possible. Covering a 60 mile radius of Chester, covering Blackpool to the North, Holyhead to the West, Derby to the East and Ludlow to the South, they are a reliable, trustworthy team of people who will turn up when they say and do a great job, diverting over 90% of waste from landfill.
Contact Details:
Phill Ridgway allmywaste.co.uk phill@allmywaste.co.uk
BCR Wales
BCR Wales supply and support a range of EpoS systems, cash registers, weighing scales, ice makers, glasswashers, dishwashers and CCTV systems across North Wales, Cheshire & Wirral and beyond. They supply a range of products designed for the Hospitality and Retail sectors, suitable for small independents to large multi-site chains, offering the best software package to suit all budgets.
Contact Details:
Merfyn Bailey bcr.wales merf@bcr.wales
BMS Art Photography
BMS Art Photography is a professional photography studio based in North Wales, working across the UK, specialising in luxury interior photography, corporate headshots and business portraits, hospitality, lifestyle and branding photography and commercial imagery for premises, events and conferences. From elegant spaces to strong personal brands, they help clients to create compelling visual content that builds trust and leaves a lasting impression.
Contact Details:
Barbara Smok www.bmsartphotography.com office@bmsartphotography.com
Busnes@Gwynedd
Busnes@Gwynedd is Cyngor Gwynedd’s Business Support Service, dedicated to helping businesses across Gwynedd start, grow and thrive. The team provides guidance on funding and grants, business development support, networking opportunities, and a programme of events and workshops throughout the year. Working closely with local, regional and national partners, Busnes@Gwynedd supports enterprises of all sizes to build resilience, embrace new opportunities and contribute to a vibrant local economy.
Contact Details:
Tesni Williams
www.gwynedd.llyw.cymru/en/Businesses/Help,support-and-training/Help,-support-and-training.aspx tesnihafwilliams@gwynedd.llyw.cymru
Coleg Cambria
At Cambria for Business, they’re passionate about helping your business grow. Whether you need support with developing your workforce or bringing in fresh talent via apprenticeships and work experience, they have the solutions you need. They’re positioned to assist businesses of all size, sector and maturity. As part of Coleg Cambria, one of the leading colleges in Wales they are here to tailor support that future proof your business.
Contact Details:
Sally Ewing
www.cambria.ac.uk sally.ewing@cambria.ac.uk
Development Bank Of Wales
The Development Bank of Wales was set up by the Welsh Government to support the economy of Wales by making it easier for businesses to get the finance needed to start up, strengthen and grow. By providing sustainable, effective finance where options have seemed limited, they can bring ambitions to life and fuel possibilities for people, businesses and communities in Wales.
Contact Details:
Cara Williams developmentbank.wales info@developmentbank.wales
FSB Insurance
FSB Insurance Service was built by FSB for FSB Members, providing small business insurance solutions, expert advice and member-exclusive benefits tailored to UK small businesses. As a valuable benefit to the FSB Membership, they are a trusted partner for small business insurance, providing tailored solutions designed to protect your business and give peace of mind.
Contact Details:
David Perry fsb-insurance-service.com David.Perry@fsbis.co.uk
Grwp Llandrillo Menai
Busnes @ Llandrillo Menai is the name for the employer engagement service of Grwp Llandrillo Menai, the parent organisation of Coleg Llandrillo, Coleg Menai and Coleg Meirion-Dwyfor. They offer training, development and support packages to ensure that all staff are equipped with the skills and qualifications to enable performance at the highest level.
Contact Details:
Stephen Howell Lloyd www.gllm.ac.uk lloyd4s@gllm.ac.uk
Eryri Consulting Limited
Eryri Consulting Ltd was founded in 2016 and are based in North Wales, with the ability to service clients remotely across the UK. With all consultants being highly qualified Lead Auditors with extensive training in all aspects of Health & Safety, CDM Regulations, Environmental Management, Fire Safety, Cyber/Information Security and Website Design/Development, their first class service is to the highest standard and compliance.
Contact Details:
Glyn Hughes www.eryriconsulting.co.uk info@eryriconsulting.co.uk
Healthy Working Wales
Healthy Working Wales is a national programme delivered by Public Health Wales to employers in Wales. They encourage employers to take action on health and wellbeing, supporting them to create healthy, safe and health promoting work practices and workplaces, for the benefit of their employees, their business and the wider community.
Contact Details:
Deanna Hughes phw.nhs.wales/services-and-teams/healthy-workingwales
Deanna.Hughes@wales.nhs.uk
HSBC UK
HSBC is one of the world’s largest banking and financial services organisations, supporting businesses from start-up through to international growth. In North Wales and across the UK, they work with small businesses to help them manage day-to-day banking, access lending and working capital, and navigate change with confidence. With specialist relationship support and digital tools, they aim to make banking simpler so business owners can focus on what matters most: serving customers, creating jobs and growing sustainably.
Contact Details:
Alex Williams www.hsbc.co.uk alex.d.williams@hsbc.com
InSynch
As a UK based digital marketing agency, InSynch has been helping businesses grow since 2005. With a team of in-house digital marketing specialists located across Aberystwyth, Cardiff, Shrewsbury and Bristol, they support organisations across the UK and worldwide every day with results-driven digital marketing strategies. Through proven Total Digital Marketing methodology and various government projects, they provide core digital marketing services, consultancy and training, to help businesses achieve their goals.
Contact Details:
Eddy Webb www.insynch.co.uk enquiries@insynch.co.uk
Livetech
Livetech works with organisations across a wide range of sectors, helping them adapt to changing customer behaviour, evolving search technologies and new opportunities created by artificial intelligence. The company’s focus is on applying technology in practical ways that improve efficiency, strengthen marketing performance and support long-term business growth.
Contact Details:
Paul Levy www.livetech.co.uk paul@livetech.co.uk
Matthew Jones Architects
Matthew Jones are a fresh thinking, RIBA Chartered Practice based in Conwy and Mold, working throughout North Wales, Chester and Cheshire, helping homeowners and developers turn ideas into well-designed, buildable spaces. By choosing Matthew Jones Architects you’re choosing a team that designs to the highest professional standards, helping ensure your project runs smoothly from start to finish, managing the process so you can focus on your vision rather than the details.
Contact Details:
Matthew Jones www.matthewjonesarchitects.com matt@matthewjonesarchitects.com
Menter Môn – Busnes Cymru
For 30 years, Menter Môn has collaborated with businesses, communities, public sector and individuals to deliver meaningful and innovative projects. It is a not-for-profit social enterprise that delivers projects and services across North Wales, seeking to add value to the region, and create opportunity, through initiatives such as the Morlais Tidal Energy project, and delivery of the Business Wales contract.
Contact Details: Richard Fraser-Williams businesswales.gov.wales richard.fraser-williams@annog.com
No Fluff Project Management
Ian Wainwright has spent more than 30 years helping organisations deliver difficult and complex projects successfully. Combining consultancy, project leadership and practical project training, Ian created the No Fluff approach to simplify project delivery and help professionals achieve real results, with a focus on practical delivery, not unnecessary complexity.
Contact Details: Ian Wainright pinestar.thinkific.com ian.wainwright@pinestarconsulting
NorthWalesAI
Gary has spent 30 years helping businesses grow through digital strategy, today working exclusively on AI adoption for SMEs across North Wales. With a career that spans the full arc of digital – from web development through e-commerce, content marketing, SEO and social media – he has worked with over 100 clients, from sole traders to multimillion pound enterprises, delivering more than 250 projects across every sector.
Contact Details:
Gary Cheers www.northwales.ai gary.cheers@wingenious.ai
RCS Wales
RCS is a social enterprise based in North Wales that delivers personalised support, training and therapies to help individuals and businesses across Wales improve their wellbeing for work. They pride themselves on delivering high quality and engaging wellbeing training, including Mental Health First Aid, Wellbeing Champions, Mental Health Awareness, Motivation and Resilience, Living with Change and Dealing with Stress. Their quality services transform thousands of lives and businesses every year.
Contact Details:
Sian Parry rcs-wales.co.uk/en hello@rcs-wales.co.uk
SuperTemps
SuperTemps has been recruiting throughout North Wales since 1980, making them the longestestablished recruitment agency in the region. Familyowned and run, they remain fiercely independent and are proud of it, meaning they are agile and able to adapt quicky to the specific needs of the employers and candidates they work with. With 40+ years they have great relationships with fantastic employers, being privy to opportunities that don’t always hit the open marketplace.
Contact Details:
Sarah Ellwood www.supertemps.co.uk sarahellwood@supertemps.co.uk
The North Wales Business Network
The North Wales Business Network is a welcoming and professional membership organisation dedicated to supporting businesses across North Wales. Founded by award-winning social entrepreneur Nina Sardar, the network brings together business owners, professionals and organisations to build meaningful relationships, raise their profile and access new opportunities. Through regular events, strategic introductions and business support, members become part of a trusted community that champions local enterprise, encourages growth and contributes to the long-term success of the North Wales economy.
Contact Details:
Nina Sardar www.f2n.co.uk nina@f2n.co.uk
The Think Brand not bland Guy
It’s time to ‘Think Brand not bland’ if you want to stand out from the crowd and to build a real brand, built on a compelling brand promise rather than on an empty bland promise. To build a strong brand built on your purpose, your why and what you need to be seen to stand for, get in touch with Phil Strachan today!
Contact Details: Phil Strachan www.thinkbrandnotbland.co.uk phil@thinkbrandnotbland.co.uk
Wales Air Ambulance
This year the Wales Air Ambulance celebrates its 25th year! Formed on St David’s Day 2001 and operates from bases across Wales 24/7, it offers advanced critical care, and is often described as a ‘Flying ED’. The on-board consultants and critical care practitioners are highly skilled and carry some of the most pioneering medical equipment in the world. To date the charity has attended over 58,000 missions. This is only possible thanks to the support from people across Wales.
Contact Details: Debra Sima www.walesairambulance.com DebraSima@walesairambulance.com
Wrexham University
The Enterprise Team at Wrexham University is dedicated to positively impacting the business community by providing essential tools with their mission to foster an environment of knowledgesharing and effective partnering. They believe that education should be accessible to all, from start-ups and young graduates embarking on new careers, to business leaders and innovators, equipping individuals with the skills and knowledge to reach their full potential.
Contact Details:
Ian Rowley wrexham.ac.uk/business ian.rowley@wrexham.ac.uk
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