AN initiative in Sunderland is aiming to help small shop owners become more competitive and attract more customers.

The Business Support for Sunderland Shops scheme has been set up by the city council, with retail specialists BSupplied.

It offers free, practical help and strategic support for independent shop owners based in the city centre with fewer than 10 employees.

The scheme offers mentoring from retail experts, business planning advice, product development and diversification assistance, financial analysis, marketing strategy support, networking and Christmas planning support.

Angela Green, who owns cake making and decorating shop Canny Cakes, took part in the initiative after her business was hit by a flood which destroyed stock and interrupted business.

She said: “Before the programme I was an expert cake maker and today I am not only a specialist in my sector but manage the shop based on operating a successful retail business.

“The support came at the right time for my personal and business development.”

School and work clothing supplier the Uniform Shop also benefited from Business Support for Sunderland Shops, when it needed to move into bigger premises. The shop received help in finding and negotiating the lease on its new shop.

Uniform Shop owner Margaret Metcalfe said: “Because of the extra workload it was good to have someone with experience of both business development and properties to advise and support me during the project.”

And Sunderland Scuba Centre received help to link up with the University of Sunderland to offer diving courses to students.

Owner Steve Gibson said: “It was great because when you are running a business it’s very personal to you.

“It was interesting to listen to someone not involved with the business make their own informed suggestions on how to improve profitability and customer service.”

The city council set up the scheme to help independent businesses survive – and grow – despite the current bleak economic outlook.

Council leader Coun Paul Watson said: “A wide range of busy shops is the lifeblood of a dynamic city centre. Smaller shops across the UK have suffered during the recession, and we have invested in our independent retailers to ensure they have the business skills, strategies and practical help they need to help them thrive in the future.”