Small Business Mentoring: Dr Alice Wilson’s 6-Figure Success Story

After years as a dedicated academic, Alice was finishing her PhD at the University of York when she spotted a unique gap in the market: a high-end research and content studio specifically for the “niche of the niche” in financial services.

Connecting with the Digital Boost community and gaining access to one-to-one small business mentoring gave Alice the framework to transition from a “romantically impoverished scholar” to the CEO of Uncommon, an international, six-figure business.

This is Alice’s story.

The Challenge: Navigating the ‘Unknown Unknowns‘

Coming from a background in sociology, Alice knew she had the analytical skills and the “proclivities” for relationship building. However, moving from a PhD scholarship to a solo venture meant facing a daunting list of “unknown unknowns” – the things she hadn’t even considered she needed to know yet.

“I was feeling totally overwhelmed and confused,” Alice explains. “Like, what should I be doing right now? This minute, right now?”.

Beyond the initial technical hurdles like writing contracts and setting fee levels, Alice faced a personal challenge: the “do it all myself” mindset. She struggled with the nervousness of asking for help, worried about being a burden to those more experienced, while she navigated the shift from freelancing to running a proper company.

How Small Business Mentoring Made the Difference

After a desperate Google search for free business support, Alice found Digital Boost. At first, she thought the quality of the professionals available was “too good to be true,” but she quickly found the support she needed to get Uncommon off the ground.

Through the platform, Alice was matched with a mentor named George Ioannou. The relationship went far beyond simple advice; it provided the emotional and professional scaffolding Alice needed to scale. George helped Alice move past her comfort zone by guiding her through the nuances of fee negotiations and the complexities of client relationship management.

“I was so nervous about being a burden,” Alice admits, “but George was exceptionally generous with his time and his brain.“

This support also extended into the wider Digital Boost network. Through a trusted personal recommendation from another member of the community – the founder of a successful PR agency – Alice was introduced to her first major international lead. This connection was instrumental in helping her secure deals with multi-million dollar global companies, including the software giant Docker.

From Mentorship to Partnership

The synergy between Alice and George was so effective that their journey took an unexpected turn. After six months of mentoring, Alice realised that George’s pragmatic, “brass-tacks” business sense perfectly balanced her own academic and creative strengths.

“He’s very good at the things that I’m not so good at,” Alice says. “I recognised that if I could find a way to work with him more closely, it would be to the benefit of the business.”

What began as a mentorship evolved into a formal business partnership. Together, they have transformed Uncommon into a global player. The results speak for themselves: within 18 months, the business’s monthly turnover jumped from $3,000 to peak months of $25k–$30k. Alice has gone from “begging the internet for help” to working with flagship global clients like Docker and even flying to Hollywood for client award ceremonies.

“I can categorically say that I would not have experienced the level of success that I have… without George,” Alice says. “It wouldn’t have been possible without him.”

We’ve loved watching Alice’s growth since finding our small business mentoring! We know there are big things on the horizon for Uncommon, so make sure you follow Alice’s journey!

Inspired by Alice’s growth? Check out our support and see what you can achieve. We’ve got peer learning programmes, mentoring, and more to support you on your journey!