Meet the Team: Stacey Middlewood

Supporting Start-Ups with Experience, Understanding and Practical Advice

For many people, taking the first step towards starting a business can feel overwhelming. From navigating regulations and writing business plans to balancing family commitments and overcoming personal barriers, every entrepreneur’s journey is different.
That’s something Stacey Middlewood understands better than most.

As a Business Advisor with Invest East Yorkshire, she has spent the last seven years supporting pre-start and early-stage businesses, helping people turn promising ideas into viable business. Recognising, effective business support isn’t about following a standard process – it’s about understanding the individual behind the business idea.

“One of the things I enjoy most is speaking to a client for the first time,” says Stacey. “It’s when I get to hear about their hopes, ambitions and what motivates them to explore their business idea further. Every conversation is different, and that’s what makes the role so rewarding.”

Every Business Owner Has a Different Story

Before joining Invest East Yorkshire, she built a varied career spanning employability, regeneration and programme development. After completing a BA (Hons) in English and an MBA, she began her career with Jobcentre Plus, supporting lone parents and people facing long-term barriers to employment, before moving into regeneration, where she designed and commissioned programmes to improve skills, employment opportunities and business engagement. These experiences shaped the collaborative, practical approach she brings to supporting businesses today.

Rather than offering a one-size-fits-all approach, Stacey takes time to listen, understand each client’s circumstances and develop personalised action plans that reflect their goals, strengths and challenges.

“Sometimes clients need practical guidance, sometimes they need confidence building, and sometimes they simply need someone to help them navigate the next step. My role is to understand what support is needed and tailor it accordingly.”
This people-first approach has become even more important in recent years as Stacey has developed a deeper understanding of neurodiversity and the importance of the environment in which the entrepreneurs work.
“Over the last few years, I’ve recognised that many of my clients face challenges that aren’t always visible. It’s made me reflect on how I deliver support and what I can do to ensure our services are accessible and effective for everyone.”

Supporting People, Not Just Businesses

Over the years, Stacey has worked with entrepreneurs from a wide range of backgrounds, each bringing their own ambitions, experiences and challenges.

Some clients are balancing family responsibilities alongside launching a business. Others may be navigating financial pressures, confidence issues or additional learning needs. Increasingly, Stacey has found herself supporting individuals who are neurodivergent and may require a different approach to traditional business advice.

“Not everyone learns, processes information or communicates in the same way,” says Stacey. “Part of my role is understanding what works best for each individual and adapting my support accordingly.”

Whether that’s breaking down complex processes into manageable steps, spending additional time discussing barriers to progress, or simply being a listening ear when things become overwhelming, Stacey believes effective business support starts with understanding the person first.

One of Stacey’s clients recently shared the following feedback after receiving support to develop and grow their business:
“A huge thank you to you, Stacey, as without your help filling forms in and things like that, my dyslexic brain would not have been able to do or cope with half of the grant application, let alone getting it to the point of submitting it and having the amazing outcome we have from you guys.

For Stacey, feedback like this reinforces why a tailored approach matters. “It’s easy to focus solely on the business idea, but behind every start-up is a person trying to achieve something important to them. When you take time to try and understand that person, you can provide much more meaningful support.”

Whether she’s helping someone develop a business plan, access funding or simply build confidence in their next steps, Stacey’s focus remains the same: providing support that is tailored to the individual and their circumstances.

Advice for Aspiring Entrepreneurs

Having worked with hundreds of start-ups, she says one of the biggest mistakes she sees is not carrying out enough market research.

“People often have passion and great skills, but they don’t always spend enough time understanding the market they’re entering. Researching competitors, understanding customer demand and creating a robust business plan can make a real difference between success or failure.

That’s why she encourages anyone considering self-employment to attend Invest East Yorkshire’s workshops, particularly Is Starting a Business Right for Me? and Business Planning, both of which she delivers.

Finding Solutions Together

What keeps her motivated after so many years is the opportunity to help people overcome challenges and find solutions.
“We’re sometimes limited by funding, eligibility or programme requirements, but I enjoy exploring different ways we can support clients. Often, with a deeper conversation, we can identify opportunities or approaches that weren’t obvious at the start.”

Every entrepreneur brings their own experiences, ambitions and obstacles, and by understanding those individual circumstances, she helps ensure that each client receives the guidance and support that’s right for them.

Whether you’re at the idea stage or taking your first steps in business, Stacey’s message is simple: you don’t have to do it alone.

Find out more about the support available and how we can work with you: Click Here