
David Cameron has announced the launch of StartUp Britain, a package of measures to encourage people in Britain to start up businesses.
The main focus of this package is support from 60 leading brands offering a range of freebies - from free access to hotdesking to 1 months free broadband. The sort of stuff you'd expect from major brands wanting to promote their products to small businesses.
This will "drive growth by accelerating, inspiring and celebrating Britain's startup talent".
This strikes the chord of a government wanting to avoid spending money wherever possible. The simple reality is that for startup businesses this will do very little. Startup costs can be prohibitive, so I guess every little helps, but this really is a very little.
Research shows us that startups, especially those from regenerating communities, need face to face advice from people they can trust and who will challenge them to market research and test their idea. I worry that we are setting up yet another generation of entrepreneurs to fail.
Not only will this cost us all in the long run (think of all those suppliers who'll never get paid, all those people declared bankrupt, and the ever-increasing benefits queue) but we will damage individuals confidence which is easy to damage, hard to repair.
This is short-term thinking, which will do little to impact the Growth agenda Cameron espouses. Businesses need real people, with real skills and a real passion to help them.
Worrying.