Meet the expert – Yasmin Aslam from Tinderbox

This month in our meet the expert series, we speak to Yasmin Aslam, regional partner at Tinderbox, about the current SME climate, what sets the most successful businesses apart, and her advice for owners looking to grow.

What trends are you currently seeing in the SME market?

Many SMEs are still highly dependent on their owners or founders, a situation made worse by economic uncertainty and legislative changes, which is leading to leadership burnout. The past 18 months have also left a lot of businesses without a clear strategy or focus – they’ve been surviving, not thriving. Rising supply chain costs are making it harder to grow, with some unsure how to pass price increases on to customers.

We’re also seeing a push for smaller, smarter sales teams backed by AI, as NI increases hit the bottom line and productivity becomes more important than ever. Having the right sales team structures, processes and management in place is now critical. On top of that, competition for top talent is fierce, making streamlined hiring processes and strong employer branding essential.

What do you think sets successful SMEs apart from others in today’s market?

The best-performing SMEs have a clear vision and purpose, a strong point of difference and well-defined positioning. They’re agile, make decisions based on solid data and have values that guide their actions. They put customers at the centre of what they do and have leaders with both resilience and strong emotional intelligence.

What advice would you give to businesses looking to grow?

That depends on what they are trying to grow – headcount, margins, AOV, revenue per customer, productivity per head, cash flow, market share, bottom line, EBITDA.

Strategy needs to be focused and holistic at the same time. You can’t improve on what you don’t measure, so get into the detail of your data, pinpoint the most important areas that align with your overall strategy, make a measurable plan and hold yourself accountable. It can be daunting but if you get it right it will pay.

What’s the best piece of advice you’ve ever received that you now share with your clients?

There are two:

1. ‘The more your business depends on you, the less it’s worth.’ This should always be front of mind for any business owner – an over-reliance on one individual is dangerous, no matter who that individual is.

2. Ask yourself, “What is the number one problem the business will be facing in six months if nothing changes today – and what should I be working on now to prevent it?” If you don’t know, you should. Get your head up, off the tools and work on the business rather than in it.

What motivates you personally in your work?

Supporting business owners in achieving their vision – not just for their company but for their lives and the people they employ. Playing a meaningful role in helping East Midlands businesses grow and make a positive impact on the wider business community.

What’s one thing you wish every client knew before hiring a consultant?

That real change takes commitment – not just from the consultant but from them too. A good consultant can bring clarity, strategy and value but the business owner and their team must take action, stay open to change and follow through. The best results come with mutual trust, clear communication and a shared commitment to doing the work, even when it’s uncomfortable. It’s not a quick fix – it’s a partnership – but when it works, it can transform both the business and the owner’s life.