Each year, Theo Paphitis hosts the Small Business Sunday winners’ event in Birmingham – a day dedicated to celebrating small businesses and giving winners a well-earned boost.
We heard from Google on AI, NatWest Accelerator success stories, and an inspiring fireside chat with Richard Harpin, founder of HomeServe.
Plus, we had sessions from Imran Hakim (who took the iTeddy to Dragons’ Den 18 years ago), Jo Tutchener-Sharp from Scamp & Dude, and Debbie Lewis from NatWest.
It’s a brilliantly inspiring day where Theo and his panel of experts provide much needed encouragement and bring in speakers to educate and motivate us.
This year’s event was packed with insights – from how to manage your mindset for success, to why we need to start celebrating ourselves more (YESSSS), and the importance of making money, not just growing for the sake of it.
There was also some controversy around comments made about disabled entrepreneurs and accessibility, which sparked important conversations about barriers in business.
I have included what was said in full, direct quotes, so you can make your own decisions as to how to interpret the comments.
Here are my biggest takeaways from the Theo Paphitis SBS 2025 conference
1. Celebrate yourself – self-promotion is a muscle you need to build
The I Am Remarkable session was one of the standout moments of the day.
Junior Beaman, NatWest coach and I Am Remarkable workshop trainer, shared something I can’t stress enough – self-promotion is not bragging – it’s essential.
If you don’t talk about your achievements, who will?
He compared self-promotion to a muscle – the more you use it, the stronger it gets.
Many small business owners (especially women) struggle to celebrate their own wins. But if we don’t share our successes, how can customers, clients, or investors see the value we bring?
So, if you haven’t already – start that wins folder and listen to ‘Why every pet business needs a win folder.’
Keep track of your achievements and share them, whether it’s on your website, social media, or in conversations and you might like this episode on ‘Take a moment to see how far you’ve come.’
2. Have a ‘not to do’ list
Richard Harpin, founder of Homeserve, shared how alongside your to-do list, you can create a ‘not to do’ list.
So if something comes along and it doesn’t match with your passion (your purpose), what you can be the best at (your USP), and how you make money (your economic engine), you say no, or let it go.
He said too many small business owners waste time on things that don’t move the needle in the right direction. If it’s not adding value, cross it off and focus on what will.
3. The controversy – accessibility, disabled entrepreneurs and ‘wokeness’
This year’s event wasn’t without controversy, with two moments in particular sparking debate.
Disabled entrepreneurs and investment
Sarah Berthon from Excel Against the Odds asked the following question: “I support business owners with chronic illnesses through support, community, and training, and I’m also part of The Lilac Review, which is looking at removing barriers for disabled entrepreneurs.
“Statistics show it’s much more difficult for disabled entrepreneurs to get investment in their businesses. Do you have any advice?”
Richard Harpin replied: “Persistence pays – just keep going. There are angels out there who can help.”
Theo Paphitis added: “My view is that persistence – whether you’re disabled or not – is a key part of being an entrepreneur.
“And whilst being disabled doesn’t mean you can’t do something, it doesn’t mean you can’t achieve. We all achieve at different levels and do different things, we pivot into different areas, and I wouldn’t let that stop me.
“If I was a disabled entrepreneur, I wouldn’t go by having the label of a ‘disabled entrepreneur’.
“An entrepreneur is an entrepreneur, and if you have an investable business, I promise you, you should not let that get in the way.
“You should carry on, and you will get investment.”
The ‘woke’ comment
While introducing Imran Hakim, Theo compared Dragons’ Den 18 years ago to now, saying: “A pitch came up the stairs, and there used to be stairs back then, before, you know, wokeness and needing a lift, in case someone needs a lift.
“In fact, they’d make you go up and down the stairs three or four times beforehand, so you’d turn up out of breath. Joke! In case anyone reports that.”
While meant as a joke, it didn’t land well with some. Other attendees discussed the challenges of the SBS venue itself – with some neurodivergent guests struggling with sensory overwhelm.
Theo does so much for the small business community, but not everyone can make it to the event in person, and it is a shame for them to miss out.
One potential solution I think would be a live stream option for future SBS events – which would make it more accessible for those unable to attend.
4. Find your people – you can’t grow alone
Debbie Lewis from the NatWest Entrepreneur Accelerator ran a session on mindset and confidence, and the message was clear: you don’t have to do this alone.
These are her six strategies for building confidence in business:
Cognitive re-framing – Would you say that to a friend?
Embodied confidence – Fake it ‘til you make it. Your brain is listening.
Behavioural activation – Doing activates believing. Reinforce it.
Keep a ‘Wins’ journal – Don’t forget how far you’ve come. Reflect. Listen to ‘Why every pet business needs a win folder.’
Growth mindset – Remember the power of adding the word yet.
Seek support and normalise – Mentors, Coaches, Peers or Pals. You are not alone. Listen to ‘How to find the right pet business membership’ or ‘Why community matters in your pet business.’
5. Focus on profit, not just growth
Jo Tutchener-Sharp, founder of Scamp and Dude, gave an insight into scaling a business, saying:
“At one point, we were growing 120% year-on-year. But I realised – growth isn’t everything. You need to focus on profit, or you’ll burn out.”
This is a lesson for small business owners. More revenue doesn’t always mean more success – if your costs are rising just as fast, your business won’t be sustainable.
6. Stop waiting for the ‘perfect’ idea – protect what’s yours, but don’t be afraid to improve on others
Jo Tutchener-Sharp has fiercely defended her brand Scamp and Dude against big retailers who have ripped off her designs.
Jo said: “I’ve worked hard raising funds for charities, I’m not having retailers stealing what I’m doing.”
She has taken legal action to stand up to copycats and ensure that her brand’s impact and charitable mission aren’t diluted by knock-offs.
For Jo, copying isn’t flattery – it’s theft, and she believes businesses should protect what they’ve built.
But Richard Harpin took a different approach and says he gets inspired by others and improves.
He said: “I copied a plumbing insurance scheme from another water company – and now we have 9 million customers. Let someone else take the risk, then improve on their model.”
He said that if you’re stuck waiting for a completely original idea, stop. Look at what works in your industry, take inspiration, refine it, and make it your own.
Copying can be devastating when you’re impacted by it. For more on this, listen to Debbie from Redhound for Dogs share her experience of taking on the copycats.
7. One minute you’re in a teddy bear suit, the next you’ve got a billion-pound business
Imran Hakim’s talked about doing Dragons’ Den 18 years ago with iTeddy – a teddy bear with an iPod inside – to running a billion-pound opticians business was one of the standout stories of the day.
He said success isn’t about one big moment. It’s a journey, and the lessons you learn along the way are just as important as the wins.
He spoke about finding your passion, learning from the tough times, and embracing the setbacks: “The results are a moment in time – you move on from them. But the scars are the lessons.”
Imran, who no longer runs iTeddy and made his millions with his opticians business, is proof that where you start is never where you have to finish.
8. Consider the CoachMent model, which combines coaching and mentoring
Richard Harpin, headline speaker at SBS 2025, talked about how he trained in coaching so he could lift up and support others.
He explained the CoachMent model:
• Coaching is about asking intelligent questions to help you uncover solutions yourself.
• Mentoring is about providing direct advice and insights based on experience.
“The magic model is combining the two,” Richard explained.
“When I coach, I ask questions to understand the challenge. Then, I switch to mentoring and say, ‘Here are two or three things I’ve learned from 35 years in business that might help.’”
Read more on this topic here: https://www.richardharpin.com/insights/why-a-coachment-could-be-your-best-investment-sunday-times
If you’re feeling stuck, finding a mentor or coach who can guide and challenge you could be one of the best investments you make.
As an accredited coach, I offer a blend of coaching and mentoring, and if you’d like to find out more, read ‘Why I trained as a coach and what this means for your pet business.’
9. Say YES – even when it feels scary
Jo Tutchener-Sharp also spoke about why she’s always said yes to opportunities, even when they felt overwhelming.
“The big lesson is that sometimes you have to say yes to an opportunity, even if it’s huge and really scary, because you don’t know what’s going to come from it.”
If an opportunity has come your way but fear is holding you back, take this as your sign to go for it.
I ran an in-person planning event ahead of the conference, with eight brilliant ladies taking time to support one another, get inspired and work on their awesome businesses.
If you’d like to know when the next one is, sign up for my newsletter on the link at the bottom of this post or send me a message.
Further reading if you found this interesting
SBS invest and how it can help your business
How winning Theo Paphitis SBS can raise your pet business profile
Ten reasons to be an award winning pet business
