Sarah Thelwall is a strategist, consultant and researcher. Her area of expertise is the structure and development of business models in the Cultural and Creative Industries. Her work takes the shape of consultancy projects with individual organisations and companies, workshops designed to improve understanding of how the financial health of an organisation is connected to its ability to achieve its core creative ambition and research into the business models, their evolution and the impact of changes in the funding of and investment into the Cultural and Creative Industries. In 2007, she set up MyCake to provide book-keeping and benchmarking services to creative entrepreneurs and in 2010 added a second benchmarking product for non-profit arts organisations.