To be illustrate better what we do, think about the tale of Gina, the cupcake maker.
 
One fine Monday morning, Gina went to work, bringing with her the product of an enjoyable Sunday afternoon, spent making specially decorated cupcakes, each like a piece of art.
 
And each person that tried one melted on the spot, telling Gina just how wonderful they tasted, enhanced by how wonderful they looked. Gina didn't just like making cupcakes. She loved making them.
"If I could make these every day for work, I'd be a happy woman", she said.
Encouraged by this thought, and the overwhelming feedback she has received, she made a decision, and "Gina's Cupcakes" was born.
 
And so she strolled confidently into her boss's office, politely handed in her resignation, and began to plan her new life, setting off for new working pastures, with great enthusiasm and positivity.
 
Ideas flow through her head of what her business will be called, what cupcakes she will sell, and in her mind, she plays and replays how she imagines her future will be, right down to conversations with cake shops and cafes, who she hopes will sell her wares.
 
On her way home, she stocks up on ingredients, and sets up a social media page to begin to let the world know of her new business.
Friends and family rally together to help her sell her first few batches. With such great success, she can't imagine why she didn't do it sooner.
 
Then she considers formally starting the company, opening a bank account, creating a website, starting various social media pages on multiple platforms for "Gina's Cupcakes", and then starts to track her income, her costs, working out where to advertise, what to advertise, and how to advertise. She photographs some of the cupcakes she had made, and begins working on a flyer. She goes out, door to door at businesses around town, handling each rejection, thinking about stories of Eddison and Colonel Sanders, and just how many rejections they each received before they finally struck big.
 
Motivated to continue, she makes the odd sale, or possible future connection, creating a new spark, and after a long day on her feet, as she hits the sofa day, she totals up her profits, looking at the left-over cupcakes and spent ingredients. Realising she has taken far less than minimum wage, and with more waste than sales, she plans her next day, hoping for more sales of her delightful creations.
 
For weeks, day after day, she goes out to convince people why her buying her cupcakes is the best option. Struggling to make the high volume sales she predicted, after a while, she stops making cupcakes to take around, and simply takes around photographs of her works of art, leaving her dream of days spent baking, firmly behind, wearing out her favourite shoes as she pounds the pavements of her local town.
 
After a few hard and demanding weeks, she meets one of her friends, an old work colleague.
"How is it going", he asks, wondering if her new business has been rewarding.
"Honestly," Gina says, "it's exhausting. I've been around every place in town, got to meet some truly great people, and even sold quite a few cupcakes, but it's not the life I imagined. Instead of 40 hours a week doing what I have a passion for, baking, I'm spending 4, with another 40 hours on administration, sales, marketing, book-keeping, dealing with advertisers, website technical staff, suppliers, and many more people besides, and all of them are exhausting me, asking me questions I never even thought of, often forcing me to make decisions which I am not sure are even the right ones. And I'm not yet breaking even, let alone earning a salary from this."
 
Two months later, Gina, with a diet of mainly left over cupcakes, finally gave in, dis-heartened, albeit glad she had tried. "Gina's Cupcakes" was no more. Her passion of cupcake making was something she now had little interest in again, filled with the painful memories of it not becoming the future she had dreamed of. It had been one of the hardest times of her life. And on each working day, unfulfilled by not making enough sales, or finding shops willing to retail her sweet treats, from this point on, she often wondered where she had gone wrong.
 
If only she had spoken to us.
 
At Aurora, we specialise in helping any business to deal with any problem, large or small. Complex to simple. Whether helping someone like Gina make her business work, and help her to spend 40 hours a week on cupcakes, be profitable, and help increase her income, taking away all that day to day administration, or whether we are helping one of our many large corporate clients to deliver complex regulatory, technology, or transformation projects and programmes, Aurora is here to help.
 
Effectiveness - Efficiency means doing more with less. Effectiveness means only doing the smartest things (and doing them efficiently). We focus on making sure that you don't waste valuable effort of what you don't need to, and focus on what will bring the biggest return, to finance or reputation.
Direction - We don't tell you what to do. Among us are many trained coaches, but unlike many 'business coaches', we don't just add to your to do list, and charge you for the privilege. We work out where your effort is best spent, and take away anything that you agree needs progressing beyond your skills or time availability. 
Cost - Unlike many businesses, we work with you on an affordable and agreeable way to engage us. With some clients, we consider risk and reward; if you don't earn, we don't earn. With some, we charge a flat fee. With others, we find a model that takes the best of all worlds, to make sure that you are happy, getting a great return on investment.
Flexibility - Flexibility is our middle name. With a range of specialists, working across many industries, businesses, and company sectors, we know that one size does not fit all. We pride ourselves on our flexibility to meet your needs.
Time saving - If you're spending only 4 hours on your passion, while losing 40 hours a week on everything else, it's perhaps not how you really wanted your time to be spent. At Aurora, we aim to help you spend more of the time doing what you do best, and take away your 'to-do list' that you simply don't want to do. And by using our skills, experience, and intellectual property, we can often do your '40 hours', refined into just a few, saving everyone on time, money, effort, and overwhelm. This makes us a very cost effective addition to your business. Time is our most valuable asset. Don't waste it.
Planning - We know you can't afford to have us around unless we are adding clear value. We have a strong value that states we find ways to help you, the client become self sufficient, so you only use us when you know we'll be of the most help. Sometimes, that means helping you to plan a roadmap for your company, and help you to plan how to achieve it. We can be as much, or as little involved as you wish.
 
  
Focus on what you do best. Leave the rest to us.
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