Upon its launch, the Start Up Loans scheme announced 12 ambassadors[3] from across the UK as a motivational tool and to provide case examples of young entrepreneurs that have started up their own businesses. These ambassadors were; Carrie Green, Female Entrepreneur Association; Jodie Cook (nee Cole), JC Social Media; Adam Hildreth, Crisp Thinking; Emily Bendell, Bluebella; Zoe Jackson MBE, Living The Dream; Romy Lewis, Lola's Kitchen; James Eder, The Beans Group; Georgie Cooper, Pretaportobello.com; James Boon, Elephant Branded; Ruben Kostucki, Flavrbox.com; Richard Hurtley, Rampant Sporting; Maria Allen, Maria Allen Jewellery.