Case Study

My girlfriend didn’t understand me... so I launched a new business

2 Jan 2025

Learning the language is key to anybody planning to make a new life in the UK after arriving from overseas.

It’s not just knowing the right words to say, however, as Dayo found out.

Having learned English at school in Nigeria before moving to London to complete a university degree in the language, he regarded himself as a fluent English speaker.

Then he met a woman, his future wife, who pointed out his pronunciation of some words could make him difficult to understand. It was not WHAT he was saying, but HOW he was saying it.

“Mispronunciation is embarrassing,” says Dayo, “but it made me realise that other people in the UK who come from non-English speaking countries were in the same position.”

He turned that realisation into an online pronunciation-learning business which, with the support of the Ingeus Restart Scheme team in Manchester, he is now hoping will help others to overcome a significant barrier to settling in the UK.

It took months of extensive research to unearth thousands of the most commonly mis-pronounced words and phrases, such as shovel, moustache and canoe. Launching Crystal English was the result.

Needing other work to fund the project Dayo was referred to Ingeus where his Restart Scheme advisor
Nathaniel encouraged his ambition and put him in contact with specialist self-employment partner Momentic.

He was helped to create a business plan and given advice on how to expand his idea to a larger market. Nathaniel also organised sessions to improve Dayo’s confidence and employability skills.

Now Dayo, who has also written a book on how parents can help their children find the right career, is optimistic he can take his business to a new level and is targeting call centres as likely customers.

He says: “When you are constantly asked to repeat yourself it causes a loss of confidence, and in some cases it could cost you the chance of a job, especially for roles that require you to communicate effectively.

“Correct pronunciation also helps in boosting social interaction and is important for people wanting to stay in the UK who must take the International English Language Testing System (IELTS) exam. It tests pronunciation so
it’s possible to fail if you don’t know how to say the words correctly.”

Adviser Nathaniel says: “Dayo’s journey with the Restart Scheme showcases the power of determination and the right support in achieving one’s goals. His confidence and motivation improved significantly and I believe his innovative solution could have a significant effect on non-native English speakers and customer service efficiency.”