Reports Show The Biggest Barrier For UK Startup Success, Here’s What They Found

A new report from NatWest and Mettle sets out what many people in the UK feel when they think about starting a business. The Start Gap Report shows that confidence in sales and marketing is the biggest block for people who want to build a company. NatWest said that 17% of aspiring founders in its survey named a lack of sales and marketing skills as the main reason they hold back. The survey covered 1,000 people who want to set up a business.

The findings show that this stress is shared throughout different age groups. Gen X and boomers show the highest doubt in their own marketing sense. NatWest recorded that 19% of Gen X feel unsure about their marketing abilities and 24% of boomers say the same. Younger people have a slightly different worry. NatWest reported that 16% of Gen Z feel uncertain about writing a full business plan. The report also says that 11% of respondents worry about business planning, taking risks and staying motivated.

Many early stage founders say they’re afraid of making the wrong call when it comes to reaching customers. The report refers people who want to take a leap but do not know how to present their product or service. NatWest says these gaps hold back new ideas from reaching the market.

The findings come at a time when many people want new income streams or creative careers. The report suggests that new founders often freeze at the thought of writing a full plan or setting out their first sales pitch. These early hurdles create a pause that founders wrestle with long before they start looking for funding or staff.

How Does A Lack Of Marketing Confidence Show Up In Early Planning?

NatWest’s data shows that people picture marketing as something complex that needs expert knowledge. For many, the idea of presenting a story, capturing attention or holding a customer base feels out of reach. The report notes that people often feel stuck before they even begin identifying their brand identity or target audience. This fear becomes heavier for older groups who doubt whether their ideas will land in a digital world.

Another pattern from the report is how people rank their own business planning skills. When 11% of people say they worry about writing a plan, it means there’s a real block at the earliest stage of preparation. This means many ideas stall long before they become prototypes or test runs. NatWest says this early lack of confidence feeds into later doubts, such as taking risks or even keeping up the required energy to grow a project.

Marketing also affects confidence in pricing and customer outreach. People often question whether they can promote a product without coming across as pushy or overconfident. NatWest’s findings show that this self doubt is one of the biggest reasons why many never take the first step.

Michelle Prance, CEO Mettle by NatWest commented: “The Start Gap Report clearly demonstrates the need for accessible training and resources in areas like sales and marketing for new entrepreneurs. At NatWest we’ve helped more businesses get started than any other bank in Great Britain, so we understand the challenges new business owners face.

What Guidance Are NatWest Experts Giving To Help New Founders?

NatWest experts have given practical steps that new founders can use when they feel unsure about marketing. Their guidance covers digital habits, customer contact and ways to reach people outside online spaces. Each point looks at some things that early stage founders can carry out without specialist training…

1. Build a unique digital presence
NatWest advises new founders to set up a basic website that explains what they offer and gives customers a place to get in touch. They point out that tools such as Wix can help people set up a site without technical knowledge.

2. Use social media to build relationships
The guidance encourages founders to treat social media as a space for steady interaction rather than direct sales. NatWest says posts should feel relevant to the platform they appear on, which helps people form a stronger link with the brand.

3. Write engaging email content
NatWest describes email as a starting point for contact. They encourage founders to write personal messages that keep subscribers interested instead of relying on strong sales pushes.

4. Offer customer incentives
NatWest mentioned referral schemes, giveaways and trials as ways to bring customers back. These incentives help people feel connected to the brand and make it easier for founders to build trust.

5. Use offline promotion
NatWest says that television, radio, posters, billboards, printed media, in store demos and sponsorship can help people reach customers who may miss online campaigns. They present these channels as tools that broaden visibility for small businesses.

Cath Broadhead, co-founder of The Promise Co. farm, emphasises a practical approach to sales and marketing: “Early on, I attended every free course I could find, met different people, and learned how they approached things. But when you say ‘sales and marketing’, you can overthink it, imagining complex corporate strategies. But actually, we all know what it is because we’re constantly being sold to and marketed to.”