Success on the cards for Berkshire business following Start Up Loan support
Berkshire-based Ace Places Playing Cards has received over £16k worth of Start Up Loan finance from the British Business Bank, delivered by GC Business Finance (GCBF).
Founded in 2023 by Emma Sweet, Ace Places Playing Cards creates unique decks of cards that serve as guides to cities and towns in the UK, helping people discover hidden gems, independent businesses, and iconic landmarks.
The idea for the business originated in 2022, inspired by Emma’s desire to challenge the norm of researching online when visiting new places. She also wanted to create an inexpensive way to have fun following the pandemic – a time when social interaction was a huge focus.
After sharing the concept in a Facebook group, Emma received a large amount of support and secured sponsorships from businesses that are now featured on the cards, including the Henley Festival, the Fairmile Vineyard and the Kenton Theatre. Sponsors of the cards can use this as not only a marketing opportunity, but also a way to increase their profit by selling the packs.
This led to the launch of the first playing deck in March 2023, focusing on Henley-on-Thames where she previously lived. A pack for nearby Marlow followed in November 2023, with Tom Kerridge sponsoring all four aces for his restaurants in the town. The business achieved strong initial success and sold over 12,000 packs of cards within its first 18 months of operation.
Following this success, Emma decided to expand the business by adopting a franchising model. This ensures that each pack is created by locals with a deep connection to their communities, keeping the cards authentic and meaningful. To access the funding needed to launch the franchising model, Emma secured a Start Up Loan via GCBF, which supported her with solicitor fees, a franchising consultant and launching a new website.
Emma is already geared up for further growth and is working towards her first pilot franchise. She has plans to launch three new franchises within the next year. Further down the line, Emma plans to expand the cards to cities internationally and have 50 different packs of cards available for purchase in five years’ time.
Emma Sweet, founder of Ace Places Playing Cards, said: “I launched Ace Places Playing Cards to help people feel like locals and truly get to know the places they’re visiting. The reception we’ve had has been incredible, and we’ve already achieved some impressive milestones, including selling over 12,000 packs of cards. The cards are a fun and unique way to increase awareness of businesses in the area, whilst also unifying the town to celebrate the best bits and create a useful guide to those visiting.
“The Start Up Loans programme was key in helping me turn my vision of franchising into a reality, which will allow others to join this journey. GCBF made securing funding a smooth process and I encourage other entrepreneurs to learn about the support out there for small businesses.”
Alex Mearns, head of Start Up Lending at GC Business Finance, said: “Emma has created an innovative way of showcasing local communities through Ace Places Playing Cards. The support provided by Jacob, the underwriter on this deal, and the rest of the GCBF team has helped her achieve further growth, supporting her in turning the business into a franchise model. Emma is bringing joy to people and empowering others to share their love for their communities. We can’t wait to see what she achieves next.”
Louise McCoy, managing director, Start Up Loans Products at the British Business Bank, said: “Ace Places Playing Cards is a brilliant example of how our Start Up Loans programme can be a pivotal step in helping ambitious entrepreneurs expand their business. Emma has created a successful product, with people in her local community and beyond proud to own a pack of the cards.
“As she expands her franchising model, other entrepreneurs can build on this business concept and create their own localised products. We are proud to have been part of her journey and look forward to seeing what’s next for Emma.”