Hello and thanks for stopping by — I’m Judy Illing, Founder of The Business Signpost and I’m so glad you’re here.
Whether you’re looking for practical business resources, business coaching or gentle wellbeing inspiration, to help you get started or stay on track, or simply want to browse my latest thoughts and musings, you’re in the right place.
I’m passionate about encouraging small businesses to thrive — in business, in life, and in themselves. If you are who’s juggling a lot, dreaming of something more, or just trying to find a bit of balance, you’ll find plenty of support and ideas here.
About Judy
I am passionate about helping small business owners and carers turn their ideas into reality – without the overwhelm.
Alongside running The Business Signpost, I actively support York’s local business community and women in York and Ryedale through my voluntary roles:
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York High Street Forum – working to keep our city centre thriving.
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Shambles Traders Association – supporting one of York’s most iconic streets.
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York Bus Forum and Tourism Advisory Board – helping improve access and experience for visitors and locals.
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Stonegate Traders Association – representing Winston’s of York, where I also work two days a week, keeping in touch with the day-to-day realities of retail.
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Future Intentions Yorkshire (Non-Executive Director) – empowering women to rebuild confidence and move towards meaningful work or business.
These roles keep me grounded in the real-world challenges faced by local traders, entrepreneurs, and carers. They also inspire the work I do here – offering:
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Practical 1:1 coaching and digital support for small business owners.
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Downloadable tools and resources to help you simplify and grow.
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Wellbeing products designed to keep you balanced while running your business or caring for others via Buzz & Chill my dedicated wellbeing website.
Whether you’re starting out, need a gentle nudge forward, or simply want a calmer way of working, I bring together my community knowledge, hands-on retail experience, and passion for wellbeing to help you move forward with confidence.
Carerpreneurs – Coming Soon
Are you a carer with a business dream?
I know how challenging it can be to balance caring responsibilities with the desire to create something of your own. That’s why I’m developing Carerpreneurs – a supportive space to help home-based carers start and grow small businesses that fit around their lives.
This new project will include:
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Practical tools and step-by-step guides for getting started.
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1:1 support sessions (online or in York) to help you move forward with confidence.
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Digital products designed to make business simple and stress-free.
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A focus on wellbeing and balance, so you don’t have to do it all at once.
Whether you’re looking to earn a little extra or build something bigger, Carerpreneurs will be here to show you it’s possible.
DIGITAL RESOURCES
COMING SOON
Clarity guides, planners, ebooks, and downloads — designed especially for women who want to grow a business gently, with confidence and purpose. Whether you’re starting out or ready to take your next steps, you’ll find something useful here.
WELLBEING
Wellbeing shouldn’t feel overwhelming. Buzz & Chill is my gentle wellbeing brand offering natural supplements from Lily & Loaf, calming routines, and inspiration to help you recharge, refocus, and relax — all in your own time.
Judy is an authorised Lily & Loaf reseller.
THE BLOG
COMING SOON.
Reflections, tips, and real-life insights on women’s enterprise and business strategies. Pop the kettle on and have a read — it’s like a warm, reassuring chat with a friend.