We solve: How a Data Strategy Supports Creative Entrepreneurship

The everyday life of a creative entrepreneur is often diverse, yet fragmented. When the roles of expert and business owner are combined, leveraging data can feel unfamiliar or even secondary. The "Pioneers in Data-Driven Management" project set out to address this challenge by developing a practical pilot phase for small businesses, during which a data strategy process was created.

Collaboration with entrepreneur Paula Hellberg demonstrated that a data strategy can have a significant impact even in businesses focused on creative work. The process was about a holistic shift in mindset, not just about numbers and metrics.

Lessons Learned and Progress in the Pilot Phase

The pilot phase of the "Pioneers in Data-Driven Management" project began in August 2024 and will conclude in August 2025. During this time, companies such as Paula Hellberg’s have built their own data strategies in close cooperation with the project’s experts. The process started with a situation analysis: identifying where data was already being collected, which tools were in use, and how data collection could be made more systematic. Together, it was then defined how data would be used to support everyday decision-making and business development.

Initially, marketing was largely based on intuition. There was no clear plan, and data was not utilized in any way, which led to challenges in time management and uncertainty in decision-making. However, Paula Hellberg transitioned from being just a designer to becoming a true expert, making her operations more goal-oriented. The data strategy was built especially to harness marketing data, and development began by mapping where data was being collected and how it could be gathered more systematically in the future. This clarified how data could support decision-making and business development.

The process began with webinars and workshops organized by the project, covering the importance of data, the basics of strategic thinking, and practical tools. During the pilot phase, experts provided concrete coaching and monthly meetings, which, together with a business plan-oriented data strategy, created a structure for prioritizing and tracking activities. The entrepreneur’s own involvement was crucial—the data strategy was shaped together, listening to the needs and goals of her business.

The benefits of the data strategy became apparent first in finding a clearer direction. The goal written into the strategy served as an anchor during the busiest times. Time management improved

significantly as weekly plans and daily actions became more concrete. Customer experience management also developed: systematic collection of customer feedback using Forms provided valuable insights for development, and Excel-based customer management increased the systematic nature of sales.

Although the implementation of the data strategy is still ongoing, the direction is clear. Decision-making has become more reliable, ideation more structured, and the development of expertise more intentional. Networking and self-promotion have also gained new momentum as Paula has become more confident in sharing her work with others. Strategic thinking supports creative work—it does not restrict it.

Did you know?

• A data strategy is not just a tool for large corporations. Small businesses can benefit greatly when the strategy is genuinely built around their own needs.
• Forms and Excel are enough to get started. Complex systems are not necessary if the tools support existing workflows.
• Creative work and data are not opposites. A well-constructed data strategy can actually unleash creativity by channeling it in the right direction.