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Apollo Cloud

Posted on: January 14, 2025

About the Company

Apollo Cloud, established in September 2022 and based in Leeds, provides unified communications systems to businesses and public sector organisations. These services enable clients to enhance communication, improve internal efficiency, and reduce costs. Co-founded by Michelle Atkinson and Jonathan Marsden, Apollo Cloud was born out of a desire to create something new and innovative following the acquisition of their previous company. Michelle and Jonathan felt this was the perfect opportunity to build their own new business together.

"We wanted to do everything bigger, better, and bolder, applying the lessons we had learned and leveraging our combined expertise in the evolving marketplace and economic climate," Michelle explains. "From day one, we were determined to operate with the structure and capabilities of a well-established, larger business, while building in scalability for future growth."

Apollo Cloud’s success is reflected in their rapid progress: they have trebled their revenue year-on-year and achieved ISO 27001 and ISO 9001 certifications within the first nine months. The company serves clients across multiple sectors, including education, recruitment, logistics, hospitality, and professional services, both in the UK and internationally.

Locally, Apollo Cloud’s clients include the UK’s largest temperature-controlled food storage and logistics firm, boasting a £70 million turnover and a workforce of over 900 employees. Internationally, they are proud to have secured the trust of a global software giant serving IT solution providers, with a turnover of 2 billion dollas and more than 3,000 employees worldwide.


Support Objectives

Despite their strong start, Michelle recognised the value of external support and sought assistance to enhance Apollo Cloud's marketing efforts, secure new clients, and attract top talent. She discovered AD:VENTURE, an organisation that offers practical support to businesses, and found the application process simple and straightforward.

"Even though we were experienced, we knew the importance of external support. Finding AD:VENTURE online was easy, and with a clear website explaining eligibility, it felt like exactly what we needed," Michelle says.

Key challenges for Apollo Cloud revolved around marketing, client acquisition, and recruiting the right team. Michelle and Jonathan’s passion for creating the right company culture from the outset was a priority. She emphasised the importance of recruiting a skilled and high-performing team, many of whom were individuals they had worked with before.

“We wanted to do more with fewer people and attract great talent that could contribute to the business,” Michelle shares. “Our brand and marketing strategy had to be spot on to achieve that.”


Results

Working with business manager Marianne Smith and advisor Tony Armson, Apollo Cloud successfully secured three AD:VENTURE Growth Grants. The first grant funded a branding project to create a blueprint for their website and marketing materials. This approach, though uncommon for early-stage businesses, was central to their strategy.

The second grant was used for high-quality marketing videos that helped convey their message and values, including recruitment materials and customer-facing content. "People don't read as much these days, so video is vital for capturing attention," Michelle explains. "Our strapline, 'Powered by People,' is at the heart of everything we do, and these videos have been key in communicating that."

The latest grant funded customer success stories, which are critical for sales. A video promoting their Strategic Partner Programme was also produced. Michelle proudly highlights that the grants enabled Apollo Cloud to work with a local Leeds-based company, Barksy.tv, whose service she describes as "fantastic."

The results have been significant. Apollo Cloud has tripled its turnover and is projecting a fourfold growth next year. Two new positions – Head of Projects and Senior Project Engineer – have already been created, with a third full-time role planned.

Michelle adds, "These are highly skilled jobs that contribute to the local economy, which is something we're passionate about. The support we've received has helped secure significant contracts, and we’re now raising our profile further through our marketing investment."


Feedback

Reflecting on her experience with AD:VENTURE Michelle praises the organisation’s professionalism and efficiency. "The entire process, from applying to the programme to securing the grant, was incredibly smooth. We weren’t left waiting for decisions, which was a huge benefit as everything moves really fast at this stage."

A standout aspect for Michelle was the personal engagement from the AD:VENTURE team. "Human engagement is so important, and it's something we value highly in our own business. When a minor issue arose with our first application, Tony called and resolved it within 24 hours. The team genuinely cares about supporting businesses, and they really get to know you. This understanding makes it so much easier to provide the right support."

Asked whether the support had addressed their challenges, Michelle’s answer was a resounding "Yes!" She describes the team at AD:VENTURE as professional, responsive, friendly, and helpful throughout the entire process.

Michelle speaking at The Business Growth Gathering.


Final Thoughts

For other business owners considering seeking help, Michelle has a simple message: “Do not hesitate. There’s support available, so make the time and effort to reach out and use it!”

Apollo Cloud’s story is a testament to the power of combining experience with external support, and their ongoing success reflects the value of strategic partnerships and a clear, bold vision for the future.


Visit Apollo Cloud: Website | LinkedIn

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