Who am I really aiming my Business at?

Someone asked me that recently.

When I launched Coast to Country HR, I knew I wanted to work with local businesses but over time and the businesses that I am already working with, it became clear that my heart lied with micro and small businesses. The kind where the owner wears every hat: HR, finance, marketing, operations and still finds time to serve customers, keep the lights on, and care deeply about their team.

These are the businesses that form the backbone of our communities. They’re the cafés, workshops, builders, hoteliers, utility providers and family businesses that give our towns their character. They’re run by people who pour their energy into every detail, often juggling more roles than they ever expected.

After a fantastic career locally in a family business, I know exactly what that feels like, the pace, the pressure, and the pride. I’ve seen first‑hand how much heart goes into keeping a business running, and how easy it is for people matters to slip down the list when everything else demands attention. That’s why I want to support those local businesses that need help but don’t always know where to start.

When people talk about getting your USP right, it’s easy to think it has to be something flashy or clever. But for me, it’s simple; helping micro and small businesses find clarity and confidence in how they look after their people. Because these are the businesses that keep our communities going. They deserve support that fits their size, their reality, and their values, not a one‑size‑fits‑all approach.