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Six months ago I launched a small business to teach English, cultural awareness and etiquette to foreigners and their families visiting the UK. I offer lessons and courses in and around Oxford and London, and I am aiming at the higher end of the market and targeting business professionals and diplomats. In addition to setting up a website last year, I have contacted companies and embassies, and joined various networking groups. So far, response has been very disappointing. Can you suggest ways I can create awareness of my services and get to meet key decision makers? I offer both 1:1 and group lessons.

You're doing a lot of good stuff already. The question I would ask is that, if you're doing all this, and assuming that the course you're offering covers subjects people want, then why is it not being taken up? It could be that it's going to the wrong people or that it's not communicating correctly. I am assuming that there is a market for this, and I suspect that there is, but it's about finding that market. Networking with the wrong people or sending info to the wrong companies means there's every chance it could fail.

Identify the 'top ten' customers most likely to use your services and target them closely with a plan. See what the response is, and if you get an absolute no, then get the phone out and ask why. If they do indeed use your type of course, then ask why they could not consider yours. I can't say why this isn't working but somebody has the answer and you are in the best position to find out.

Deborah Meaden is author of Common Sense Rules (Random House, £7.99). Read more advice from Deborah Meaden. Have you got a question for Deborah Meaden? Share it with us in the comments box below.

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