Dragon Den initiative Creating opportunities for the next generation of entrepreneurs

Organisation: Serco Restart

Location: Cardiff and the West Midlands

Focus: Youth employment, self-employment and enterprise

The challenge

Serco Restart identified a gap in provision for aspiring young entrepreneurs aged 18–29. Many young people have innovative business ideas and an ambition to become self-employed but can lack the knowledge, confidence or access to experienced mentors needed to turn those ideas into viable businesses.

The Dragon Den initiative was developed to address this gap, creating an opportunity for young people to develop their ideas while gaining practical experience, feedback and access to ongoing support.

The programme was also open to non-Restart participants, extending its reach beyond service users and creating opportunities for wider community engagement.

The response

Serco Restart delivered its first Dragon Den initiative across Cardiff and the West Midlands, giving aspiring entrepreneurs the opportunity to pitch their business ideas to an expert judging panel.

Nine finalists presented their ideas, developing confidence, presentation skills and entrepreneurial capability while receiving valuable feedback.

The winning ideas included two youth-focused clothing brands and a digital media concept designed to help organisations communicate their social value and sustainability impact through engaging visual content.

The initiative also provides six months of tailored mentoring from Restart Self-Employment Advisors, helping finalists develop their ideas and work towards sustainable businesses.

To reach young people who could benefit, Serco Restart worked with a wide range of community partners, including schools, colleges, universities, youth hubs, the West Midlands Combined Authority, Business Growth West Midlands, The King’s Trust, Blue Orchid and the Positive Youth Foundation.

Face-to-face engagement sessions were also delivered at local colleges, giving students the opportunity to learn more about the initiative and the support available.

What changed

9 finalists pitched their business ideas

6 months of tailored mentoring

18–29, the age range targeted by the initiative

The initiative supported young people to build confidence, presentation skills and entrepreneurial capability while encouraging self-employment and enterprise.

Serco Restart reports that the initiative has also contributed to employability and enterprise skills, increased confidence and strengthened local economic resilience.

By opening the programme to non-Restart participants, the initiative extended its social value beyond existing service users and strengthened engagement with the wider community.

What the experience shows

The initiative was shaped by recognising that aspiring young entrepreneurs can have the ambition and ideas to become self-employed but may need additional knowledge, confidence and access to experienced mentors to take those ideas forward.

Serco Restart’s approach combined practical guidance with mentoring and funding opportunities to help address this gap.

The initiative also demonstrates the role community partnerships can play in reaching young people and connecting them with opportunities that may otherwise be difficult to access.

What happens next

Support continues beyond the Dragon Den competition through six months of tailored mentoring from Restart Self-Employment Advisors.

This ongoing support is intended to help finalists develop their ideas and work towards sustainable businesses, while building on the confidence, skills and entrepreneurial capability developed through the initiative.

About the Restart Programme

The Restart Programme is a UK Government employment support programme, delivered on behalf of the Department for Work and Pensions. It helps people who have been unemployed for an extended period to find and sustain work.

Participants receive tailored, one-to-one support from dedicated Employment Advisers, including careers guidance, CV and interview preparation, skills development, confidence building, wellbeing support and access to training and employer opportunities.

The programme works closely with local employers and community organisations to address barriers to employment and help participants move into sustainable, long-term jobs.