On Friday, 3 October 2025, I had the privilege of judging an unforgettable event: the LSE Generate Startup Competition, held at Putney High School and delivered in Dragons’ Den style.
Organised by LSE Generate, the LSE’s renowned business incubator and officially the UK’s #1 university startup hub, the pitch competition brought together a diverse group of students and alumni, building the next wave of innovative companies.
As CEO of 1st Formations, the UK’s leading company formation agent, it was deeply rewarding to see these bright minds taking their first entrepreneurial steps. At 1st Formations, we’re passionate about helping people start a business, so events like this are both aligned with our mission and a joy to support.
We were proud to sponsor the day and also to provide funding support to LSE Generate’s Race Equity and Neurodiverse Clusters, two impactful initiatives designed to give underrepresented entrepreneurs access to mentoring, coaching, and supportive business communities. Of course, it doesn’t hurt that the London School of Economics has just been named the top university in the UK for 2025 (thank you, Sunday Times!).
The day offered valuable insights, not just about the startups themselves, but about what it takes to build something and step up in a high-pressure environment.
Key takeaways
- You don’t need to be an expert to ask meaningful questions – curiosity goes a long way.
- The most effective pitches combined a clear business model with a sense of purpose.
- Confidence is great, but preparation and clarity really make a pitch land.
- Backing young founders is a smart investment in the future of business.
Judging, journeys, and a few jitters
The competition was divided into two parts:
- Morning: The Idea Stage – raw but promising early-stage business ideas judged by my colleagues Martynas Buivys (CTO) and Keziah Cowan (Associate Director), and Ben Hunt (Paid Media Director)
- Afternoon: The Live Stage – established ventures starting to gain traction in the marketplace. This session was judged by me and Amber Costa (our Interim CMO).
Before heading out, I arrived at the office early to do my homework – reading all the founder profiles, websites, and pitch decks. As the UK’s leaders in company formation and startup support, I didn’t want to turn up unprepared. I even recruited a little help from AI to prepare some “clever” questions.
Getting to Putney, however, was a challenge all of its own. A “10-minute walk” to Waterloo station turned out to be 25 minutes; Amber and I then missed our stop by four stations while deep in a chat about digital marketing. But after a brisk walk (and some running!), we arrived two minutes late, flustered, and out of breath. Not the most fearsome dragons – more like two slightly lost commuters clutching their notes after taking a wrong turn.
Live stage spotlight: Innovation in action
Each presenter had five minutes to pitch, followed by ten minutes of Q&A from us dragons. The judging criteria focused on problem-solution fit, business model, traction, team talent, social/environmental impact, and storytelling clarity.
Four dragons, one den, and a room full of energy, ideas, and (slightly terrifyingly) clever people. Here are the highlights from the Live Stage finalists:
Compass Insights – data-driven capital strategy
Co-founder Gustave Loriot-Boserup kicked things off with confidence and polish. His company provides ESG performance analytics and monitoring tools for large institutional investors – think major players like JPMorgan and BlackRock.
- 5 Black-owned UK businesses and how you can support them
- Meet 6 successful neurodiverse entrepreneurs shaping UK business
- Top 15 business and entrepreneur podcasts in 2026
At first, I’ll admit I felt out of my depth. Their pitch was so comprehensive that it answered my entire pre-written question list! Fortunately, Amber and I were able to find new angles to explore regarding market expansion and product differentiation.
This is technical, high-stakes fintech – and Compass Insights is moving quickly and smartly in a complex space.
Bayama Gruh Udyog – businesses that lift communities
Next up was Farzana Tamboli, whose energy and sense of purpose immediately resonated with the judges. Her social enterprise helps train and employ underrepresented women and people with disabilities to produce sun-dried foods in Maharashtra, India.
Bayama Gruh Udyog combines heritage, sustainability, and business with a clear market strategy and a rooted impact. Through her model, entrepreneurship becomes a tool for community transformation.
Farzana made it clear that business isn’t only about growing fast – it’s about doing it with inclusion, and a lasting impact.
Math Angel – learn maths like a CEO
Cue the charisma! An-Nam, co-founder of Math Angel, brought passion and humour to the stage with his pitch for an AI-powered maths tutor for students.
His platform enables learners to absorb complex ideas in minutes, utilising a method adapted from executive coaching and C-suite decision-making. The energy, the piano playing(!), and the clear social mission made this pitch unforgettable.
He also represented something we value deeply at 1st Formations: accessible, tech-enabled education tools that support future entrepreneurs from every background.
Samosa – A board game on fire
Last, but in many ways first, came Aanchal Khandelwal with her incredible pitch for Samosa, an unapologetically South Asian board game that’s bringing culture, humour, and identity to game night.
But Aanchal didn’t just bring heart; she brought numbers:
- 740 games sold, with 70% sold in the last 5 weeks
- 3,000 new games ordered from China ahead of demand
- 80% gross profit margin
- Lean dropshipping model = scalable without staff or storage
- Growth fuelled entirely via social, now moving into affiliate-driven campaigns
This was a masterclass in modern, low-cost startup execution. With no external funding, she has operated leanly, sold quickly, and built a brand with viral traction. To me, Aanchal showcased a true 10x mindset – and that’s what won her first place.
Her pitch, her courage, and her game were absolutely brilliant.
Pizza, feedback & founder chats
After the presentations, we shared slices of pizza with the finalists, gathered in the sixth form common room, before the winners were announced. The best part? Quiet chats with founders, reflecting on where their journeys began, and where they’re going.
You could feel their energy: ideas with social purpose, and a clear hunger to build.
At 1st Formations, we help form thousands of UK companies every month, and moments like this highlight why we do what we do: to champion founders who turn ambition into action.
Celebrating innovation and the future of business
For me, the day was about more than just judging pitches. It was about what entrepreneurship really is – the courage to share your idea and open it up to challenge and criticism. Even when you’re not entirely convinced you belong, it’s about doing it anyway.
I arrived feeling out of my depth. I left feeling impressed, humbled, and genuinely energised by the founders we met.
A heartfelt thank you to:
- Everyone at LSE Generate for organising such a flawless competition
- Amber, Martynas, Keziah, and Ben, my fellow dragons, for their insightful contributions on the panel
- And most sincerely, to all the founders who pitched. You impressed and inspired us more than you know.
At 1st Formations, we’re proud to support LSE Generate and the clusters that nurture diverse and talented entrepreneurs. It’s clear that the future of business is in very capable hands.
Here’s to the ideas, the ambition, and to everyone bold enough to keep building.
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