Annette Lennerup
annette lennerup
Spain
English Spanish Swedish
I have extensive experience supporting SMEs and stakeholders within the business ecosystem through my role as a mentor for the EU WORTH Partnership Project, where I participated in two calls. In this capacity, I worked closely with innovative start-ups and small businesses across the design and creative sectors, helping them develop and implement effective sales strategies, marketing plans, sustainable practices, and strong design foundations. My mentoring approach is hands-on and tailored to each project's needs, ensuring that businesses not only strengthen their market positioning but also adopt sustainable, future-proof practices aligned with industry trends. Through this work, I have gained deep insight into the challenges SMEs face and how to guide them towards growth and resilience.
Experiences
Climate change and circularity: contributing to carbon neutrality, the circular economy and sustainable mobility.
Throughout my mentoring work, both in my own practise and with the WORTH Project, I have supported SMEs in embedding sustainability and circular economy principles into their business models. I have guided projects on integrating eco-friendly design practices, using sustainable materials, and creating strategies that reduce environmental impact, contributing to carbon neutrality goals. My approach emphasizes not only product sustainability but also responsible business operations, helping brands explore options such as circular design, ethical production, and innovative sustainable mobility.
Talent and inclusion: upskilling and future capabilities, more accessible events and diverse participation.
I actively promote talent development and inclusion through mentoring, focusing on upskilling entrepreneurs and creatives to prepare them for future industry needs. I encourage diverse participation, support accessible learning formats, and create inclusive spaces where a wide range of talents can grow and contribute meaningfully to the sector. There is always space to upskill whether for efficiency, sales or marketing purposes.
Customer experience: hybrid and digital integration, immersive technologies and interaction, personalisation and community building.
I work with SMEs by first understanding their target audience deeply, then helping them design customer journeys that combine digital and physical experiences. I guide them to personalise their offers, build strong communities around their brand, and use simple, immersive tools to create lasting engagement and meaningful interaction. This is an area of product development and marketing I love. I use a lot of storytelling principles around this area.
Governance and impact: regenerative business models with lasting impact, cross-sector and local communities’ platforms, profitability and tech access.
I support SMEs by helping them design regenerative business models that balance profitability with positive impact. I encourage collaboration across sectors and with local communities, and guide businesses to integrate accessible technologies that strengthen their operations and long-term sustainability. Each project is unique so I make sure to tailor the collaboration ideas to the relevant sectors and cross sectors.
Other experiences
In addition to supporting sustainability, sales, and marketing strategies, my mentorship covers a wide range of areas critical to the success of start-ups and SMEs. I work on helping brands build strong design foundations, streamline production processes, and navigate the complexities of textile sourcing and manufacturing. With my 20 years of experience in fashion design and product development, I also guide businesses on market research, sales strategies, and creating a business that align with customer needs. I empower entrepreneurs by fostering a mindset of innovation, resilience, and adaptability, equipping them with the skills to face challenges confidently. My focus on inclusive learning ensures that my mentoring is accessible to individuals from diverse backgrounds, creating opportunities for a broader range of voices in the creative industries.