Winning in a Local Market Area (WILMA)

​​WILMA (Winning In a Local Market Area) is a business development programme aimed at supporting publicans who want to build a business that is fit to compete in their local community. You will focus on how you can increase the profitability of your outlet and increase its local market share. The programme will enable you to assess your competitors, identify and refine your competitive advantage and plan your approach.​

Included on the course

  • Identify the components of successful and sustainable business
  • Gain an holistic view of business development
  • Understand and assess the 10 proven steps to increase profits
  • Assess the local market place in which you operate
  • Identify and benchmark your competitors
  • Diagnose the current position of your business
  • Identify your route to a competitive advantage
  • Establish the barriers to business growth
  • Identify and agree the priorities and business objectives
  • All training materials, lunch and refreshments are included​


Free for our publicans.

Pricing structure

This course is free of charge to publicans and their members of staff. However, please note that cancelling a course without sufficient notice will incur a cancellation fee: 

  • Over 15 days' notice = No charge
  • Between 8 – 15 days = £50 + VAT
  • Less than 8 days' notice = £100 + VAT
  • Failure to attend = £250 + VA

What our publicans say:

​"I've learnt more on this course than any other I have been on. It gives you fresh eyes to look at everything and really gives you confidence" 
Kim Morrice, The Bull, Gosmore


Available to publicans and staff currently on an Ei Publican Partnerships lease or tenancy.

Course duration

1 day



Course Duration

Course Sessions (subject to availability, please contact the training department to see if there is a space available)

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