Manage | Create | Support | Educate – Events are our passion

Congratulations on being a Great British Entrepreneur Awards finalist Jo Ferreday!

Congratulations are in order for our very own Jo Ferreday, our forward-thinking, passionate company Managing Director of Sheer Edge.  

Jo has been shortlisted for the Pivot Entrepreneur of the Year category at the 2021 Great British Entrepreneur Awards which will be taking place this year on 22nd November 2021 at Grosvenor House Hotel, London.  

The Great British Entrepreneur Awards are now in their ninth year, there have been some incredible entrepreneurs celebrating wins at these prestigious events in the past…  

Including the likes of Alan and Juliet Barratt of Grenade, Shaun Pulfrey of Tangle Teezer, Julie Deane OBE of Cambridge Satchel Co, and Steven Barlett, who was very recently named as the youngest ever Dragon to appear on the BBC’s Dragons’ Den. 

With just shy of 5000 entries Jo is now one of six finalists up for this fantastic award. 

GBEAFinalist-JoFerreday-01 (1)

During the official announcement, GBEA founder, Francesca James, said the quality of this year’s entrants exemplified the strength of entrepreneurship across the UK…  

“We have seen some incredible finalists over the years, and this year is no exception. It really is one of the strongest shortlists we’ve ever had, and the fact that so many exceptional people have applied during such a tough year is a testament to the resolve and entrepreneurial talent that exists across the UK.” 

Sheer Edge is an award-winning Hospitality and Events company based in Market Harborough working with clients locally, nationally, internationally both virtually and in person.  

Coronavirus hit the hospitality and events industry at such a speed that it left most businesses at panic stations, how do they keep going, how can they keep doing what they love, how do they keep their businesses moving forward when everything went dark.  

Many chose to take a pause or walk away; Jo however knew how much her family business meant to her, her family at home and family in business she decided to “Pivot” and look for new and exciting ways the business could change and adapt their offering even if it would be for a short while. 
Family will always be at the very core of Sheer Edge; it is after all why this company was created. Jo wasn’t about to give up on her hopes, dreams and hard work after a successful 6 years of running a business as a mumpreneur.   

“I felt compelled to keep focussed and driven to succeed in making sure “our family” that includes our clients, connections, colleagues and friends, knew that we were there to support them during these unprecedented times and we were going to fight this not alone, but together” Virtual events

Jo led Sheer Edge on a journey of their own, creating new and exciting initiatives, thinking of ways they could still be at the forefront of clients’ minds when thinking about events.  

The business created an additional revenue stream working with clients to deliver and create “Virtual events”, the business had to adapt very quickly but this worked seamlessly due to the fantastic creative events and production team working tirelessly to deliver the right solution for each client.   

Now, this service is a fixed requirement for many of our clients, rebooking and referring many to the business services.

As Mark Wilson of GSE UK shares;

“As the GSE UK Region and Conference Manager, like many organisations, we had to pivot our Annual Conference to a totally virtually one for 2020. Jo and the Sheer Edge team were instrumental in helping us double our registrations to deliver a wonderful experience for our attendees. With several commenting it was the best virtual conference they had attended in 2020. Not too sure I can say much more! Great team, brilliant service and already looking forward to working with Jo and the team on our 2021 conference. Highly recommended”.

Sheer Edge has emerged and grown in ways in which they never thought possible says Jo, “I am incredibly proud of how far we have come on this journey and as a team, we will continue to offer new products, services, face the toughest of decisions with our heads held high and most importantly remembering why we do what we do best”. 

We know that the right experience means everything and that will remain our primary focus in everything we do.

To find out more about how we can support you and your events needs do get in touch: or call us on 0330 223 3176

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