How do I... build closer ties with my local community?

Danielle Featherstone Price, co-founder of Strip, is opening two more waxing boutiques this year following "lots of growth in the business" thanks to buoyant trading in 2009 at its two London salons, and the successful spin-off, Strip Distributions.

Featherstone Price says group turnover to April 2009 was £1.25m, and will be £1.8m this year, and around £3m in 2011. Strip has bucked the recession, she says, because "the beauty industry has a bullet-proof vest. Even during the war women would still spend the tiny bit they had on making themselves look good." With training schools in London and the Midlands and plans to franchise in Europe, business is good.

But that throws up challenges, admits Featherstone Price. "You start to bite off bigger things—like upgrading your software—so your worries become bigger. But I like that," she says. Having her sister, Marie-Louise, on board helps, she adds. "Two minds are better than one. I'm analytical and she's creative, so it works."

From an unknown start-up in Notting Hill in 2005, Strip is now recognised as a brand throughout London (a second salon is in Chelsea). Having invested in advertising on "TV, magazines, and the Tube", the founders also try to network locally. "We introduce ourselves to local managers and give them a discount; we donate to schools' fundraising events; we were a sponsor in aid of [footballer] Didier Drogba's foundation in 2008," says Featherstone Price.

But without the huge revenues of bigger companies, she'd like to know how else she could engage with her community. We ask three experts...

What the experts say

Lisa Bradshaw, community relations manager, UPS UK and Ireland
The approach you have taken in London is a great start, but as your business expands you should look at ways to formalise your community involvement activities so they become an intrinsic part of your business development.

This need not be expensive; as a thriving company you should not underestimate the positive impact your own skills and experience can have on the local communities in which you operate. For instance, you could host free introductory training sessions at local youth clubs to help young people find out what a career in the beauty industry entails—or why not develop a mentoring scheme for young entrepreneurs looking to start their own business?

You could also take the lead from your own employees. At UPS, we encourage individuals to identify local charities we can support, as well as to volunteer at the organisations themselves.

Tanja Rasmussen, community investment director, Business in the Community
Engaging with your community does not need to include large sums of cash. Companies of all sizes are using various assets, such as time, expertise, products and services, to support local social issues and work with community partners. Such community investment is creating positive results both for the communities and the business.

In its growth plans, Strip needs to recruit and train staff—a perfect opportunity to address issues of local employment and groups in need of support. Strip should consider how its recruitment could support employability and build the skills and talent of individuals. Local business brokers can inform companies of where their support is needed.

Strip could also expand its links to local schools by inviting pupils to experience the world of work, meet a local entrepreneur and understand a skilled trade. By supporting the development of talent for the future, Strip would introduce itself as a force for good in the local community.

Penny Power, founder, business support network Ecademy
Networking does not have to be time consuming, face to face or offline. Online communities such as Twitter and Ecademy are about being a friend, and from that base of friendship come a wealth of ideas, contacts, advice and support.

On Twitter, search #NottingHill and you will see thousands of references to this community. I suggest that Danielle finds moments in her working day to have online conversations, from her mobile or at her desk.

With some momentum and intention behind her, she will become more known, liked and followed as a skilled person. Building her network locally will get her talked about "when she is not in the room". The key to networking is being a friend, and then you will grow a business virally.

Business Clinic is published in association with UPS