Where most tech startups begin in co-working spaces or coding bootcamps, Abi Hill’s story began in a football club car park—with a moment of frustration and opportunity. While waiting for her daughter’s football practice to end, Abi tried to book a photographer. She couldn’t find an affordable, nearby option—and that sparked an idea.
What if there were a platform where beginners—new photographers, designers, hairdressers, marketers—could find their first clients more easily? And what if clients, in return, could access affordable services during tough economic times?
This became the foundation of Just Starting Out Ltd, the company Abi Hill co-founded with Richard, the tech lead. She describes the two of them as “a blend of heart and hardware”—her role focused on empathy, customer relationships, and community; his, on building a reliable digital platform.
Building Just Starting Out Against the Odds
Starting a tech company with no technical background is not for the faint of heart. Abi Hill faced a world of jargon, cost constraints, and sleepless nights learning to navigate a field outside her comfort zone.
“Building a tech platform from scratch, as a non-technical founder, was daunting. I faced a wall of jargon, code, and cost!”
But thanks to her senior leadership background and Richard’s technical expertise, the duo persevered. Even when juggling startup life with motherhood and tight funding, Abi turned the challenge into a mission: to create a platform that lowers the barrier for entrepreneurship.
They intentionally built slowly, focusing on trust, credibility, and sustainable growth.
Early Wins and the Bigger Mission
Even before launch, Just Starting Out Ltd was recognized with the Southern Enterprise Award for Emerging Start-Up Support Innovators of the Year 2025—a sign that the idea was both needed and impactful.
But for Abi Hill, the real win was personal:
“It’s showing my daughter that resilience pays off.”
Every aspect of the platform reflects her belief that credibility, care, and access should be core to any new business journey. Abi’s ultimate goal? To reduce the UK’s first-year business failure rate by 20%, making entrepreneurship accessible to everyone—regardless of background or budget.
Abi Hill’s Advice to First-Time Founders
Abi Hill’s message to aspiring entrepreneurs is clear and honest:
“Perfection is paralysis. Launch before you’re ready, then refine. Aim for 8/10—the first step doesn’t need to be perfect; it just needs to exist.”
This ethos of progress over perfection is at the core of Just Starting Out. By allowing beginners to build confidence through real experience—earning testimonials, reviews, and permission to share work—Abi ensures they don’t just start, but start strong.
Redefining Start-Up Culture in the UK
Just Starting Out isn’t just a marketplace—it’s a shift in mindset. For Abi Hill, building a business isn’t just about product-market fit or rapid scaling. It’s about inclusion. It’s about designing systems that work for people who can’t afford to fail.
“We’re on a mission to raise the standard of customer experience across the start-up world and show that credibility and care are just as vital as innovation,” she says.
In a world where flashy funding rounds often overshadow purpose, Abi Hill is building something that puts people first—while still being built to last.
Why Abi Hill’s Work Matters
Abi Hill’s story reminds us that great businesses can grow from everyday moments. With Just Starting Out Ltd, she’s proving that resilience, empathy, and smart execution can change lives—one beginner at a time.
Her journey from car park idea to award-winning founder offers a blueprint for building with intention. And as her platform expands across the UK, she’s inviting a whole new generation of professionals to “just start out”—with support, structure, and heart.
