image of Pareece Rose

Movers and Shakers | Pareece Rose Sandiford | New Ground Creations

Seven years ago, Pareece Rose Sandiford founded New Ground Creations (NGC) a social enterprise helping young people and those that support them, to overcome inner-city challenges through leadership and business skills. 


What drove you to start your own business?

The passing of my four friends at 15 years of age, drove me to start a company to help other young people overcome and live a purposeful life.

What was your career path prior to starting your business?

I was completing my degree in Youth and Community work.

Tell us about the business planning stage (for example: did you write a business plan? did you contact any business support agencies?)

I had tried to write more than one business plan. I ended up with a Business Pitch Deck and shared this with my University’s enterprise club, peers and family. Nothing got started until one of the Alternative Youth Provisions that I completed volunteer work with, gave me my first 12-week contract to run my programme with their students.

How far ahead do you plan and what keeps you on track and motivated?

I plan up to three years, however with a knowledge that things could change and pivot.

NPC logoCan you describe a typical working day?

My working day is far from typical depending on the season I am in. When delivering on contracts it usually consists of creating workshop content, evaluation, and reporting and emails with future and previous clients.

What has been the most amazing day in your entrepreneurial life so far?

My most amazing was when Cambridge University recognised my business for the work it does and for the vision we had by accepting me on to their business cohort.

What has been your scariest moment?

It was in 2019 when I lost my contract for the new financial year. Despite having a successful year with the client and getting all the signs that they would renew the contract, they didn’t, which meant taking myself off the payroll and losing staff.

How do you work on making your business grow?

My mindset is everything to the growth of my company.

I work on it regularly by updating my cashflow forecast and reading personal development books that influence my strategy and empower me to do things differently. I also speak to mentors and stay in touch with our clients who provide an outside perspective that is important to our growth.

What is the best thing about being your own boss?

The ability to be creative, to utilise all my skills, to decide who I work with and to have more time and freedom to spend with my loved ones.

What are the challenges of working for yourself and how do you tackle them?

One of my main challenges has been imposter-syndrome, where I doubt my ideas, amazing client feedback and paralyze myself through over-analysis.

I have also struggled in finding a work-life balance as my seasons have changed. For instance the journey from being a single parent to dating to being a married parent. As well as moving home and having to deal with a lot of bereavement.

Who do you admire or look to for inspiration as a business owner?

I admire individuals like Carol Stewart who is one of London’s top 50 business advisors. Also, Bishop Wayne Malcolm and Dr Mark Prince OBE.

What piece of advice has had the most impact on your business? And who was it from?

Mark Goodson, my business mentor told me-  ‘put more in the funnel, more in the funnel and never let it go dry’. In other words whilst thinking and working on current contracts, don’t cease to renew the sales funnel with new work and opportunities.

What are the three books, websites or resources (professional or personal) that you would recommend to other business owners?

Rich Dad, Poor Dad (Robert Kiyosaki), The 4 Hour Work Week (By Timothy Ferris) and the Business Model Canvas https://www.strategyzer.com/canvas/business-model-canvas

What other passions do you have away from your business? How do you relax?

I am a passionate dancer! I enjoy learning new dances and teaching others. However, my real downtime is spent watching a good television series at home.


Connect with Pareece @pareecerose on Instagram, Facebook and Linkedin

Pareece was a finalist in the 13th Annual PRECIOUS Awards in November 2019.

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