10067255An AI/ML-powered insight and improvement tool to help bricks and mortar Mission-Led Business (MLBs) to improve advertising, marketing and business performanceClosedCollaborative R&DInnovate UKIn Good Company (InGC) is a female-led, tech-for-good SME on a mission to power the growth of 'bricks-and-mortar' ethical, sustainable, mission-led businesses (MLBs), in retail, hospitality, leisure and entertainment. The growing MLB sector has a significant part to play in the economy's future and in tackling environmental and societal challenges. But many of these businesses struggle to reach enough customers to scale and drive transformative impact, due to a lack of time, digital and marketing skills. That's where InGC comes in. We have created a free web-app for consumers to find MLBs at the touch of a button. It's the first search engine platform dedicated to bricks-and-mortar MLBs (such as cafes, restaurants, shops, salons and hotels). It makes it easy to support verified MLBs tackling environmental, societal and economic challenges. Our Mission-Led Business Improvement Tool (MLBIT) builds on data generated from the app and will use machine learning (ML) and artificial intelligence (AI) to generate recommendations for MLBs to improve their advertising, marketing and business performance. By analysing consumer behaviour and similar businesses, MLBs will be able to easily understand where they are lagging - or succeeding - and be provided with recommendations for online and offline changes to improve.