Understanding the implications of different routes to the customer is crucial to new business success. At start-up, what is the businessperson's knowledge of these routes, how do they decide which to take and what influences their decision? How does the business develop in relation to reaching the customer?

This project examines designer/maker micro-business in the creative industry. Through interviews and survey analyses, the quality of help in finding their customer is assessed. It concludes with recommendations for improved assistance.

Partial fulfilment of the requirements for the Masters Degree in Philosophy