Kaye Nicholson is the latest resident to be supported through Start Up South Tyneside, a business Start up programme delivered by the TEDCO Business Support on behalf of South Tyneside Council which aims to support local residents with their aspirations to start up a business.
Kaye’s business GrowthZone AI has been launched for small business, and growing ones, to help cut through the noise and use AI in practical, everyday ways.
Rather than selling shiny tools or complex systems, GrowthZone AI focuses on helping business owners use AI to save time, reduce admin and work more calmly — using the tools they already rely on, like emails, documents, reports and content. Kaye explains:
“I work with people who know AI matters, but feel overwhelmed by it. They don’t need jargon or hype. They need someone to explain it properly, in plain English, and help them apply it in a way that actually fits their working lives.”
Having grown up in a largely analogue world, adapted through digital change, and now working confidently with AI, Kaye recognised a gap — not in technology, but in translation. She continues:
“Businesses don’t need to be dazzled or talked down to. They need straight talking, practical support from someone who understands both the technology and the people using it.”
GrowthZone AI was born from that realisation — with a clear purpose of helping people work better, not harder.
Building the right foundations
Before launching, Kaye’s biggest concern wasn’t about AI itself — it was about setting the business up properly.
“I didn’t want to rush,” she explains. “It mattered to me that everything was thought through — systems, pricing, and a realistic plan for growth that wouldn’t lead to burnout.”
Balancing business ambitions with family responsibilities meant taking a measured approach: planning first, testing ideas, and getting advice before going live.
“That’s where having the right support around me really mattered.”
The most rewarding part of providing support on AI for small business
For Kaye, the real reward comes from seeing confidence grow.
“When people suddenly realise they don’t need to be ‘technical’ to use AI well — and that it can actually make their days calmer and less stressful — that’s incredibly satisfying.”
At its heart, GrowthZone AI isn’t just about efficiency. It’s about wellbeing, clarity, and giving people their time back.
In practice, GrowthZone AI works with businesses on everyday tasks such as inbox management, reporting, content planning and internal processes — helping owners and teams identify where time is being lost and where AI can offer practical support. The focus is on small, achievable improvements that make work feel more manageable, rather than introducing complex systems or additional pressure.
Kaye has worked with TEDCO Business Adviser Colin Lynch through the Start Up South Tyneside programme, and his support has helped her stay grounded and focused during the early stages of the business:
“Having someone to sense check decisions, challenge my thinking, and keep the emphasis on sustainable growth has made a real difference. The mentoring and encouragement have helped me build the business thoughtfully, with strong foundations in place.”
With local support behind her, Kaye has the confidence that GrowthZone AI is developing in the right way — calmly, clearly, and with purpose. Colin Lynch said:
“From the very beginning, Kaye was clear that she wanted to build something sustainable and genuinely useful for businesses.
“She’s taken a thoughtful, measured approach — testing ideas, asking the right questions and focusing on real outcomes rather than rushing. GrowthZone AI isn’t about jumping on a trend; it’s about helping people understand how AI fits into their work in a practical way. That clarity and focus will stand her in good stead as the business grows.”
Businesses interested in working with Kaye can find out more at www.growthzoneai.co.uk, where they can explore her services and learn how AI can be applied in simple, everyday ways to support calmer and more efficient working practices.
If you’re in South Tyneside and are thinking about starting your own venture, TEDCO is here to help. See: Start Up South Tyneside | Tedco Business Support
For details of other business support programmes in South Tyneside see: Business Support – Invest South Tyneside
The Start Up South Tyneside business Start up programme delivered by the TEDCO Business Support is funded by the UK government through the UK Shared Prosperity Fund. The UK Shared Prosperity Fund aims to improve pride in place and increase life chances across the UK investing in communities and place, supporting local business, and people and skills. For more information, visit https://www.gov.uk/government/publications/uk-shared-prosperity-fund-prospectus.
