Liverpool entrepreneur Emily Karatay is one of five finalists preparing to pitch her business to industry leaders in the finale of Ideas Britain’s 444 Competition.

On Monday, the 30 year old will travel to London to present four top judges with her start-up business, New Collective – a youth insight agency based in Liverpool city centre.

Emily has five minutes to impress a judging panel comprised of Brother MD Phil Jones, international headhunter Kathleen Saxton, Shop Direct’s performance chief Jonathan Wall, and Virgin Media Business innovator Jan Collins; as she competes for a life-changing opportunity to pitch her business to FTSE leaders on both sides of the Atlantic.

Emily Karatay’s business, New Collective, a youth insight agency, launched last year and is helping businesses change the way they do business. New Collective helps businesses to engage with young people and gain insights about how to “future proof” their business.

Emily says:

“We exist to help you engage better with the younger generation and to co-create solutions to business and social issues.”

Emily says she had the idea to launch the business after she identified a lack of understanding towards young people and how to engage with them and ultimately utilise their talents.

Ideas Britain 444 is a nationwide campaign that launched in January this year, and is designed to push undiscovered entrepreneurial talent in the UK. Five finalists were selected from more than 400 entries, which included established businesses as well as start-ups barely past the concept phase.

The pitching process will be held in the offices of award-winning creative agency London Advertising, and also includes a healthcare app, ethical jewellery brand, iPhone accessories business and an idea for a new university review service.

Emily says:

“If New Collective wins, this could take our business to the next level. The chance to meet and gain the support of leaders such as Kathleen, Phil, Jonathan and Jan is one thing, but to take my business to America and pitch to big-time international investors could be life-changing.”

Adam Shaw, Founder and CEO of Ideas Britain said:

“With New Collective, Emily is simultaneously harnessing and demonstrating the power of young people. Brands, organisations and the political system need businesses like hers to tap into millennials and youngsters who have been too long compromised and overlooked. I’m sure the north west of England is just a start for Emily.”