The Business Wales Accelerated Growth Programme Start-Up Accelerator supports entrepreneurs in developing their businesses. Over 12 weeks, participants receive expert mentorship, tailored business workshops and networking opportunities to turn their ideas into scalable businesses.
Among this year’s standout participants was Dr Emma Williams, a Board Certified Behaviour Analyst and Founder of EmWill Care. With over 27 years of experience in the care sector, Emma has created a product that combines behavioural science in dementia care, offering caregivers practical tools and training to improve lives for themselves and those they support.
We spoke with Emma to explore how the Start-Up Accelerator has shaped her business.
Can you explain the idea behind EmWill Care?
EmWill Care supports caregivers and healthcare professionals working with people with dementia. Our key product combines behavioural analysis principles with practical strategies to help caregivers feel confident in their roles and provide person-centred care.
What challenges did you face before joining the Business Wales Accelerated Growth Programme (BWAGP) Start-Up Accelerator, and how did you overcome them?
The biggest challenge was translating my vision into a scalable business model. Although I was confident about the impact of behavioural science in dementia care, I lacked the business knowledge to grow efficiently.
The Start-Up Accelerator helped me refine my strategy and focus while exploring sustainable revenue models.
The programme gave me the confidence to seek funding, make bold decisions and lay a solid foundation for my business to grow.
What inspired you to start your business?
My journey with behavioural science began when my son was diagnosed with type 1 diabetes at the age of two. Determined to enhance his quality of life, I used behavioural principles to train our dog, Jess, to detect high and low blood glucose levels. Jess became a registered assistance dog, transforming how I supported my son and improving his life. This sparked my passion for behavioural science and inspired me to pursue advanced studies, culminating in a PhD in Behavioural Sciences. I realised that the demand for specialised behavioural knowledge far exceeds the availability of trained professionals.
Through EmWill Care, I aim to share my expertise more broadly and ensure that caregivers receive the tools, training, and knowledge they need to feel empowered.
How did the Start-Up Accelerator refine your business idea or strategy?
The programme helped me analyse my idea’s potential from multiple perspectives, ensuring the business was impactful and scalable.
A major breakthrough was recognising the unique value of combining behavioural science with dementia care. As one of only about 80 behaviour analysts worldwide specialising in this population, I used my rare expertise to position EmWill Care as a game-changing solution in the sector, giving me the confidence to target a global market.
The biggest shift has been in how I communicate the value of EmWill Care. I now effectively convey how behavioural science addresses real-world challenges in dementia care, which has strengthened interest from stakeholders and investors.
What motivates you as a founder, and what do you enjoy most about starting a business?
I’m motivated by the opportunity to create real, lasting change in dementia care. The challenges caregivers face can be overwhelming, and knowing that EmWill Care can provide practical, evidence-based solutions is incredibly rewarding.
What I enjoy most is the sense of possibility. Every day brings new challenges and opportunities to innovate, learn and grow. The greatest reward is seeing the positive impact of behavioural science on caregivers and people living with dementia.
What’s the biggest lesson you’ve learned from the Start-Up Accelerator Programme?
The importance of flexibility and resilience. A clear vision is vital, but being open to feedback and adapting to challenges drives success.
What are your future plans for EmWill Care?
I plan to secure investment to accelerate growth and product development. I will expand my training services to reach more caregivers and launch our innovative flagship product, which leverages behavioural science to improve dementia care outcomes.
I aim to become a global leader in evidence-based dementia care, and partner with healthcare providers to embed behavioural science into everyday practices through smart tech solutions.
What advice would you give to someone starting their own business?
Be prepared for challenges and uncertainty, but don’t lose sight of your passion and purpose. Build a strong support network, seek mentorship, and stay committed to your mission.
Click here for further information on the Business Wales Accelerated Growth Programme.
Click here to learn more about Emwill Care.