Berkshire Entrepreneur Expands Unique Playing Card Business with Start Up Loan

Ace Places Playing Cards, a Berkshire-based business founded by Emma Sweet in 2023, has secured over £16,000 in Start Up Loan finance from the British Business Bank, delivered by GC Business Finance (GCBF). The funding is helping Emma expand her innovative concept, which transforms traditional playing cards into interactive guides for towns and cities across the UK.

A Fresh Take on Exploring Local Areas

Emma conceived the idea in 2022, driven by a desire to move away from online research when exploring new places. She wanted to create an affordable and engaging way for people to discover hidden gems, independent businesses, and iconic landmarks in their local communities.

After sharing the concept in a Facebook group, Emma received overwhelming support and secured sponsorships from well-known local businesses, including the Henley Festival, Fairmile Vineyard, and the Kenton Theatre. These sponsors not only benefit from a unique marketing opportunity but can also generate revenue by selling the card packs themselves.

From Concept to Rapid Growth

Emma launched her first deck in March 2023, focusing on Henley-on-Thames, where she previously lived. This was followed by a Marlow edition in November 2023, with renowned chef Tom Kerridge sponsoring all four aces to highlight his local restaurants. The business took off quickly, selling over 12,000 packs in its first 18 months.

To build on this success, Emma developed a franchising model, ensuring that each deck is created by locals who have a deep connection to their communities. To bring this vision to life, she accessed a Start Up Loan through GCBF, which helped cover legal fees, the expertise of a franchising consultant, and the launch of a new website.

A Vision for the Future

With her first pilot franchise underway, Emma plans to establish three new franchises within the next year. Looking further ahead, she aims to expand internationally, with a goal of offering 50 different playing card packs within the next five years.

Emma Sweet, founder of Ace Places Playing Cards, said: "I launched Ace Places Playing Cards to help people feel like locals and truly connect with the places they visit. The response has been incredible, and selling over 12,000 packs so far is a huge milestone. These cards bring communities together, showcase amazing local businesses, and serve as a unique guide for visitors.

The Start Up Loans programme played a crucial role in making franchising a reality for me. The support from GCBF made the funding process smooth, and I’d encourage other entrepreneurs to explore the resources available for small businesses."

Alex Mearns, Head of Start Up Lending at GC Business Finance, commented: "Emma has developed an innovative and engaging way to highlight local communities through Ace Places Playing Cards. With support from Jacob, the underwriter on this deal, and the GCBF team, she has successfully transitioned her business into a franchise model. Emma’s work is inspiring, and we’re excited to see where she takes the business next."

Louise McCoy, Managing Director of Start Up Loans Products at the British Business Bank, added: "Ace Places Playing Cards exemplifies how our Start Up Loans programme can be a vital stepping stone for entrepreneurs looking to expand. Emma has built a thriving business that people across the UK love, and with her franchising model, she’s creating opportunities for others to do the same in their communities. We’re proud to support her journey and look forward to seeing what’s next."

Through the Start Up Loans programme, we continue to support ambitious entrepreneurs like Emma, helping them turn innovative ideas into successful businesses that make a lasting impact on local communities.