In Good Company (InGC) is a female-led, tech-for-good SME in the creative industries (publishing) dedicated to powering the growth of small ethical, sustainable, mission-led businesses (MLBs). We have already built a cutting-edge digital platform, with 6k+users and 450+MLBs onboarded, which enables people who want to shop more locally/ethicall/sustainably to quickly find MLBs. We've also built the prototype MLB Improvement Tool, thanks to an Innovate UK Fast Start Grant, to use our data and machine learning models to provide MLBs with personalised recommendations to improve their business performance, which launches in August24\. The growing MLB sector has a significant part to play in the economy's future and in tackling environmental and societal challenges. But many of these businesses struggle to reach enough customers to scale and drive transformative impact, due to a lack of time and digital skills. That's where InGC comes in. Working with its technology partner Anythink, who have built a new backend-as-a-service platform for startups, we will create a new MLB Co-Pilot, using a generative AI and Large Language Models (LLM), to enhance decision-making capabilities for ethical, sustainable businesses. This AI co-pilot will enable users to query complex data sets about their operations and receive actionable insights in real-time. By equipping MLBs with cutting-edge AI tools, we aim to boost their productivity and profitability, which in turn contributes positively to the UK economy. The technology also promises to democratise access to advanced data analytics, making it accessible to businesses that traditionally lack the resources to leverage such technology. InGC is committed to ensuring that this project not only succeeds in its technical aims but also supports the broader goals of sustainability and ethical business practices. By enhancing the capabilities of MLBs, we are helping to build a more resilient and responsible business community.

In Good Company (InGC) is a female-led, tech-for-good SME on a mission to power the growth of 'bricks-and-mortar' ethical, sustainable, mission-led businesses (MLBs), in retail, hospitality, leisure and entertainment. The growing MLB sector has a significant part to play in the economy's future and in tackling environmental and societal challenges. But many of these businesses struggle to reach enough customers to scale and drive transformative impact, due to a lack of time, digital and marketing skills. That's where InGC comes in. We have created a free web-app for consumers to find MLBs at the touch of a button. It's the first search engine platform dedicated to bricks-and-mortar MLBs (such as cafes, restaurants, shops, salons and hotels). It makes it easy to support verified MLBs tackling environmental, societal and economic challenges. Our Mission-Led Business Improvement Tool (MLBIT) builds on data generated from the app and will use machine learning (ML) and artificial intelligence (AI) to generate recommendations for MLBs to improve their advertising, marketing and business performance. By analysing consumer behaviour and similar businesses, MLBs will be able to easily understand where they are lagging - or succeeding - and be provided with recommendations for online and offline changes to improve.