Startup life: how an idea becomes a business

In a revealing and encouraging panel discussion at this year’s SohoCreate festival, four creative business-owners discussed the highs and lows of startup life and offered some words of wisdom and warning for aspiring entrepreneurs

Alice Mayor founded alternative souvenir shop We Built This City in October 2014. Based on Carnaby Street, it sells prints, homeware, gifts and accessories by local artists and designers and hosts events including live drawing sessions and jewellery-making workshops

Bayode Oduwole founded clothing and accessories brand Pokit with Claire Pringle in 1999. The pair run a physical store in Soho and an online shop, stocking leather bags and accessories as well as men and womenswear. Pokit also creates bespoke suits

Pip Jamieson is founder of The Dots – described as a “LinkedIn for the creative industries”, it allows users to showcase work, network, find job opportunities and recruit both permanent and freelance staff.

James Elliott co-founded Pizza Pilgrims with his brother Thom after travelling around Italy to learn the art of pizza making. The pair published a recipe book in 2013 and now run five pizzerias in London