Amy Cunningham - Start-up Case Study
Amy Cunningham graduated in 2023 with a degree in Marketing and now runs her own marketing business called The Social Muze.
What's the name of your business, and when did you launch?
The Social Muze, which I launched in April 2024.
How did you get the idea to start your business?
I began my business after recognising a significant gap between what brands needed and what they were actually receiving from traditional marketing agencies. During my time working in an agency environment, I frequently saw strategies dismissed, creativity limited, and clients not achieving the results they deserved, despite investing heavily.
I realised I could make a greater impact by working directly with businesses and applying a more thoughtful, strategic, and personalised approach to social media. So, I started freelancing, refining my skills, and building strong client relationships. As results grew, so did my confidence and vision.
Ultimately, my business was founded on a desire to deliver meaningful, effective marketing — rooted in creativity, strategy, and integrity. Starting my own brand allowed me to support organisations in a way that genuinely drives growth and unlocks their potential.
How did the Start-Up Hub help and support you?
I actually didn’t make use of the Start-Up Hub as much as I could have at the beginning, mostly because I was so focused on figuring everything out on my own. But knowing that support is there for students and graduates is incredibly reassuring. It’s a resource I’m now more aware of, and I’d definitely encourage anyone starting a business to take advantage of the guidance and opportunities available through the Hub.
What has been the best thing about starting your business?
The best part of starting my business has been the freedom to create meaningful impact — both for the brands I support and for my own personal growth. Being able to build strategies that truly align with a client’s goals, and then watch those ideas turn into measurable results, is incredibly rewarding.
I’ve also gained the independence to shape my own career path: choosing the projects I believe in, continuously expanding my skills, and setting the standard for the quality of work I want to deliver. The journey has challenged me, pushed me to grow, and allowed me to build something I’m genuinely proud of.
What is the best thing about doing business in the Liverpool City Region?
One of the best things about doing business in the Liverpool City Region is the incredible sense of community and creativity here. The city is full of passionate entrepreneurs, ambitious startups, and talented creators who are constantly pushing boundaries. That energy is contagious.
There are also so many networking opportunities, events, workshops, and meet-ups where people genuinely want to collaborate and support each other’s success. It’s a place where you can build real relationships, share ideas, and feel part of something much bigger than your own business.
What was your biggest challenge in getting started up?
One of the biggest challenges early on was juggling everything at once. When you first start a business, you’re not just doing the work you love, you suddenly become the strategist, the salesperson, the admin team, the creative, and the customer support line all in one.
Learning how to manage all those roles while still staying focused on growth was a steep learning curve. It took time to build systems, streamline my workflow, and understand where my time was most valuable. But mastering that balance has been a key part of becoming a stronger and more sustainable business founder.
What advice would you give to an LJMU student thinking of starting their own business?
My biggest piece of advice is: don’t wait for the “perfect moment” it doesn’t exist. Start small, test your ideas, and learn as you go. University is actually one of the best environments to launch something because you’re surrounded by resources, support networks, and people who are just as ambitious as you.
Reach out to others, attend networking events, and ask for help when you need it, collaboration will take you further than trying to do everything alone. And most importantly, believe that your ideas are worth exploring. The confidence to start is often the hardest part, but once you take that first step, the opportunities begin to open up very quickly.
Where can we find out more about your business?
You can find out more via my LinkedIn page.
Are there any exciting plans for the future you can share with us?
Yes, there are! I’m currently expanding my services to support more brands with full-scale digital strategy, and I’m also developing new educational resources to help creators and business owners grow their online presence with confidence.
Alongside that, I’m working on collaborations and partnerships within the Liverpool City Region, and building out my own personal brand so I can support more ambitious entrepreneurs through content, workshops, and digital products.
There’s a lot in motion, and I’m really excited for the next stage of growth.
Support from the Student Futures team
If you want to talk about potential careers options with your degree, need help finding opportunities or want support with your CV, application forms or preparing for an interview, you can get advice and guidance by booking a 30-minute 1-2-1 careers meeting with a Careers and Employability Adviser from the LJMU Student Futures Team. You can also come along to a Careers drop-in or CV Café which take place weekly at the Careers Zones for quick careers queries.
If you are thinking about starting a business, freelancing, pursuing a side-hustle or have an idea that you want to explore further, email the Start-up Hub and a member of the team will be back in touch, or visit the Start-up Hub website.
For help finding part-time, temporary or casual you can fit around your studies, email the Unitemps team or visit their website.