The New Start Program, led by the London Small Business Centre (SBC) partnership with LEDC, gives newcomer entrepreneurs the training, mentorship, and tools they need to launch and grow businesses in London.
The results speak for themselves: 47 newcomer-owned businesses launched in 2024, followed by 42 more in 2025. Among them is Brazil by Frida, founded by Brazilian newcomer Frida Capelluto, who credits the program for helping her successfully adapt her business to the Canadian market.
“The one-on-one mentorship was a turning point,” says Capelluto. “I gained insight into Canadian consumer behaviour, refined my marketing strategies, and learned how to adjust my offerings to suit the local market.”
New Start is built to address the challenges many immigrants face like language barriers, unfamiliar regulations, and navigating an entirely new business culture.
“Adapting my business idea, which was rooted in my Brazilian heritage, to the Canadian market was one of my biggest challenges,” Capelluto says. “Having a mentor who understood my experience as a newcomer made all the difference.”
In 2025, the program expanded its reach through 11 outreach presentations and a booth at London Newcomer Day, engaging 298 attendees. These sessions introduce entrepreneurship as a viable pathway for newcomers building their lives in London.
“Many participants have strong professional backgrounds but need support understanding the local market and business culture,” says Juliane Ferreira, Business Advisor and Community Engagement at SBC. “New Start helps bridge those gaps while promoting diversity, job creation, and long-term community growth.”
SBC also delivered two cohorts of the Newcomer Build Your Business Class, providing 15 hours of in-person training to 30 participants, alongside 140 one-on-one consultations with SBC advisors. Monthly mentoring sessions brought together 22 participants and 12 mentors, covering topics like legal requirements, sales strategies, and start-up challenges. Three participants advanced into Starter Company Plus to access further mentorship, training, and funding.
The New Start Program will continue through 2026, supported by LEDC. Newcomers will maintain access to outreach presentations, monthly mentoring, the Build Your Business Class, and one-on-one advisory services.
Newcomers interested in starting a business in London can register for upcoming information sessions or book a consultation through the London Small Business Centre. Register or learn more at: Programs » London Small Business Centre.
