Case study: AFTA Studios - Supporting entrepreneurial success

Small and medium-sized enterprises employ more than six in ten working people. But there are inequalities in the opportunity for would-be entrepreneurs. For example, the UK VC & Female Founders report (2019) found that just 1% of funding goes to all-female entrepreneur teams and only 4% of deals.

Football fans Becca and Jade spotted a significant gap in fan art and merchandise for women's football and wanted to reshape the narrative of women's football and contribute to the growth of the women's game through vibrant cartoons, compelling storytelling, and unique video content. As a result, Becca and Jade founded AFTA Studios.

Earning and learning

Becca is currently enrolled in a Design and Innovation degree programme with The Open University (OU). Becca explained: “This flexible format is ideal for me as it allows me to balance my studies with my mental health challenges, providing the support I need to thrive academically and personally.

The course is instrumental in equipping me with essential skills for managing the business aspects of our art venture. While Jade typically handles the business logistics, the course is helping me develop a stronger understanding of this side of the business. It encourages creative and innovative thinking, which is crucial for our growth and success.

Becca Harvey
Co-Founder/Digital Creative, AFTA Studios

Supporting the first steps in business

Through studying at the OU, Becca and Jade became aware of the OU’s Open Business Creators programme. The programme is for anyone across the UK who is interested in learning about business creation and can support people from the first steps in considering entrepreneurship through to the growth of a company.

Grants are available by Higher Education Innovation Funding and Santander Universities via a funding competition to support students and alumni at the idea stage through to those running an early-stage start-up or established business.

Following a passion for football

Drawing has been a part of Becca life since a young age. “As for football, my interest in women’s football really took off during the 2022 UEFA Women’s Euros,” said Becca. “The experience of witnessing the team’s victory represented a significant step forward for women’s football and its representation in the sports world.

“Jade shares my enthusiasm for football and design, blending her musical background with her design skills to create impactful and visually engaging compositions. We identified a substantial gap in the market related to women’s football. Recognising this demand, we focused on creating unique art and merchandise that celebrate women in sports.”

The AFTA Studios team decided to enter the Open Business Creators competition because Becca and Jade felt they had reached a pivotal point in the business’s life where they needed industry advice and expertise and financial support to grow to the next level.

The perfect match

The Open Business Creators programme is supported by a team of Entrepreneurs in Residence. This group of experienced entrepreneurs are available to support the participants.

One of these, Mags Byrne, has a background in senior leadership roles in law and sports. She was immediately impressed by AFTA Studios’ work.

“I’m a qualified lawyer by background and I’ve worked in sports for almost 20 years,” explained Mags.

“I started my own sports agency and I formed an educational esports company, which is now in 3 continents, called EStars. I was asked to become an Entrepreneur in Residence by The Open University to share my experiences and help where I can.

“Becca and Jade applied for funding in a competition (that I was a judge on) with the Open University and I thought that they had an excellent product.”

After impressing in the funding competition, Mags realised she was ideally placed to help AFTA Studios in their journey.

Taking the business to the next level

I think their creativity really jumps out. Their designs are brilliant. But help on legal and business aspects can make a difference and empower people to proceed with their ideas. Sometimes it is just about giving encouragement when needed.

Mags Byrne
Open Business Creators, Entrepreneur in Residence

Alongside expert legal guidance, Mags used her connections and credibility within football to set up meetings for AFTA Studios, prepare them for corporate-level discussions and also encouraged them to explore opportunities.

Delivering results

AFTA Studios entered meetings with Arsenal Football Club and agreed a deal to produce a bold and vibrant range of officially licensed merchandise dedicated to the Arsenal Women. Fans can look forward to an exciting range of new products, including apparel and accessories.

Mags has become an invaluable mentor to us, generously offering her time and expertise to help us elevate our business. Her guidance has been crucial in facilitating our discussions with Arsenal and other partners for potential collaboration opportunities.

Becca Harvey
Co-Founder/Digital Creative, AFTA Studios

“Growing our business and securing more contracts is an incredibly rewarding experience. Our future plans include expanding our team by outsourcing roles to enhance efficiency and creativity. We aim to secure more B2B contracts to drive our growth further, further engage our audience and keep growing the women’s game.”

Find out more about Open Business Creators

Learn about the Open Business Creators Fund 2024

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