Mastering Global Markets: Wordran Naa Wilson’s Bold Strategies for Entrepreneurial Success

Wordran Naa Wilson is a dynamic business strategist and the visionary founder of Business Build Advisory (BBA), a leading consultancy empowering entrepreneurs across London, Northern Italy, and beyond. With over a decade of expertise in financial strategy, she has an unparalleled ability to guide businesses toward sustainable growth. A recent graduate with a Master’s in Entrepreneurship and Innovation, Wordran is committed to delivering cutting-edge solutions that keep her clients ahead of the curve. Fluent in multiple languages and having lived on three continents, she brings a unique global perspective to the challenges of today’s diverse markets. Her holistic approach, tailored to the individual needs of each entrepreneur, ranges from tech advice to finance workshops, ensuring comprehensive business support. Whether working one-on-one or offering in-depth business guidance, Wordran’s dedication to unlocking her clients’ potential is at the heart of BBA’s success. Her deep understanding of cross-cultural dynamics sets her apart, enabling businesses to thrive in any market. Under Wordran’s leadership, BBA has become a trusted partner for entrepreneurs seeking clarity, confidence, and sustainable growth.

How has your international experience shaped your approach to business development and entrepreneurship?

Living and working across Africa, Asia, and Europe has given me a unique perspective on the diverse challenges entrepreneurs face, from navigating cultural differences to managing various regulatory environments. This experience has allowed me to develop a flexible, adaptable approach to business development, tailoring strategies to meet the specific needs of each entrepreneur—especially those starting or running businesses in foreign countries. It’s reinforced the importance of understanding local markets while maintaining a global outlook, ensuring a balanced approach to business growth.

What inspired you to found Business Build Advisory (BBA), and how does your holistic approach set you apart?

My inspiration for founding BBA came from watching my parents struggle in business. They often found themselves in a cycle—excited to start something new, only for the business to stagnate or fail, leading them to start again. Despite their hard work, the results never matched their efforts.
With my specialised experience in business development, I now understand where they went wrong, so I founded BBA to help entrepreneurs break free from that cycle of frustration and overwhelm. My goal is to guide them in building structured businesses that can sustain growth and generate long-term profitability.
My holistic approach starts by ensuring the business foundation is strong, even for those who have been in operation for a while. We revisit every aspect of the business to align strategies, leading to more sustainable growth. I also introduce tools and software, particularly for solopreneurs with limited resources, to help them save time and avoid burnout—allowing them to focus on what truly matters: growing their business.

What key trends or innovations do you believe will shape the future of entrepreneurship?

The rise of AI, especially Generative AI and automation is playing a significant role in shaping the future of entrepreneurship, allowing businesses to streamline processes and optimise operations. Sustainability is also becoming a major factor, as consumers increasingly expect businesses to align with environmental and social values. Entrepreneurs who can innovate in these areas will have a strong competitive advantage in the years to come.

What are some of the biggest financial challenges entrepreneurs face today, and how does BBA help them navigate these issues?

Cash flow management is a big challenge, especially for startups looking to scale. It’s often difficult to find the right balance between investing in growth and maintaining enough cash reserves. At BBA, we help by providing financial planning, forecasting, and simple tailored strategies. We also introduce easy-to-use software tools that help entrepreneurs keep track of their financial health without feeling overwhelmed.
When we revisit the foundations of a business, I also assess whether they could attract investors. If they can, I guide them through planning an exit strategy early on and emphasise the importance of keeping finances in good shape. This approach helps not only with investors but also ensures steady business growth.

Can you share a success story where your personalised support significantly impacted a client’s business growth?

One of my clients, a law firm in London, struggled with its digital presence and how to appear authoritative on social media. We went back to basics, designed a sleek 3D logo, and revamped their marketing content to connect better with their target audience. As a result, they started attracting high-quality clients, and their business saw significant growth.

How do you tailor your advice to meet the needs of entrepreneurs in different regions?

Cultural understanding is key. I make it a priority to learn about each entrepreneur’s local market, challenges, and cultural context. For instance, what works in London might not work in Italy or African markets, so I adapt my strategies accordingly. Being multilingual also helps break down communication barriers, ensuring my clients feel understood and fully supported.

How important is digital transformation for SMEs, and what role does technology play in sustainable growth?

Digital transformation is crucial for SMEs, particularly in today’s competitive landscape. Technology not only improves operational efficiency but also opens up new revenue streams through e-commerce, data analytics, and automation. In industries like healthcare, technology can have a real impact on people’s lives by improving service delivery.

At BBA, we guide businesses through this transformation with personalised 1-to-1 training sessions. We help identify the right technology for each business, ensuring they focus on the tools that will provide the best return. This approach prevents them from feeling overwhelmed and ensures they adopt a clear strategy for sustainable growth.

Can you highlight key principles from Build Your Business in Seven Simple Steps that resonate with readers?

One of the key principles that resonates most with readers is the importance of choosing the right business to start. I encourage readers to reflect on three main points:

• Passion: Start a business you’re passionate about. Passion drives motivation and connects with your audience, making it easier to sustain the energy needed for long-term success.
• Knowledge: Choose an industry you’re familiar with. Entering a completely new field can create unnecessary stress, so it’s important to build on what you already know while staying open to learning new skills.

Profitability: Understand the difference between revenue and profit. I guide readers through a break-even analysis to ensure their business can be profitable, a crucial step that’s often overlooked.

What role does financial literacy play in building a successful business, and how do your workshops address misconceptions?

Financial literacy is a cornerstone of building a successful business. Many entrepreneurs think they can rely on an accountant, but understanding key financial concepts like cash flow, profit margins, and forecasting is essential for making strategic decisions. Without this knowledge, businesses can easily mismanage resources or miss growth opportunities.

In my workshops, I simplify these concepts, making sure entrepreneurs know how to apply them to their businesses. We address common misconceptions, like confusing revenue with profit, and teach practical tools for managing finances, empowering business owners to take control of their financial health and plan for sustainable growth.

How do you balance managing your business, writing, and higher education? What advice would you give to others juggling multiple responsibilities?

The truth is, I initially thought I could manage everything on my own. I had my priorities in order, overcame procrastination, and had supportive family members. But even with all that, I ended up burning out. My studies took longer than planned, and I had to switch universities and countries to complete them.
I’ve learned the hard way that you should never underestimate the value of support—whether from like-minded individuals or paid professionals. Recognising when you need help is crucial. That’s why I encourage others to seek support from consultants like myself or tap into communities like Global Woman. Surrounding yourself with the right people can make a huge difference in achieving balance and success.