Life can be tough when you are running your own business, yet business people are notoriously reluctant to ask for help and many go to the wall through stubbornly refusing a helping hand.

It's a particular problem in Essex, which is near the top of the national league for both business start ups and failures, but it is one which former Essex TEC advisor Val Rozga feels she has the answer too.

She has been appointed the co-ordinator of Business Themes and Champions, a new support organisation launched by the South East Essex Economic Strategy Partnership and funded by £120,000 in European money to tap the one source of support businessmen are sure to listen to - other businessmen.

"The idea of Business Themes and Champions," she explained, "is to allow local businesses, either starting up or having some sort of problem, to benefit from the experience of people who have been through it, that know what it's like, that know how you feel when it doesn't look like you are going to get the money for the mortgage at the end of the month.

"They will make contact with me and we will look at the particular area that's a concern for them and I will decide which is the most appropriate person to act as champion and refer them on.

"Once they have shared the experiences of the champion, and have hopefully got some alternative options, they will be referred back to me and I will point them towards the support they need."

So far around 30 champions have signed up or are considering it, and now Val is looking for businesses keen to benefit from their experience.

"I'm really passionate about this, it's why I took on the role. I'm an Essex girl born and bred, and pushy with it, but I'm not creative at all, so I have great admiration for those that are and will do anything I can to help that process.

"I don't want it to be just a temporary thing while the European funding is running.

"Getting that was just the start. It's something that has needed to be done, and I'm convinced that by the end of the funding period it will be firmly established in its own right, and hopefully will have been adopted and adapted in the rest of the county."

To find out more about the scheme, call Val Rozga on 01702 233288

Published Tuesday December 18, 2001