Behind the Business: DMM Operations
In our latest Behind the Business fearure, we sit down with Donna McWilliams, who led Aberdeen's Electra Learning as managing director before setting up her own growth consultancy, DMM Operations, in 2025. She now helps small businesses build the structure they need to grow - and her Building Female Founders masterclass is all about sustainable growth.
Q. After years leading Electra Learning, what made you decide to set up DMM Operations?
There are so many challenges that come with running a company and I wanted to help other business owners with them. When you're in the middle of it all - or facing a crisis - it can feel like you're the only one going through it. But you absolutely aren't. So many of the challenges are the same for everyone and I wanted to help ease some of that.
Q. What's one thing you wish you'd known before you started?
It cost more to get started than I expected! It didn't take long to recover the initial investment but I definitely underestimated the start-up costs.
Q. You worked with Business Gateway in the past and now you're giving back by delivering for Building Female Founders - tell us more.
I've had lots of Business Gateway support over the years and programmes like this, along with other learning opportunities, have been by far the most valuable for me. They're also a great way to build a network of peers you can learn from and stay connected with for years to come.
Q. What's been the biggest challenge so far and how did you work through it?
I took on too much at the beginning and tried to do it all myself, which I couldn't. Anyone who knows me will probably laugh at that, because it's a lesson I've never quite learned! But I've built strong networks with local companies I trust to deliver great quality and support my clients.
Q. Tell us about the DMM Operational Excellence Framework. Where did it come from and how could it help others?
I took some time to reflect on my past experience and challenged myself to answer the question: "If I was to do it all again, knowing what I know now, how would I do it?" From there, I built an operational structure that brings together the key areas I believe a business needs to get right to grow successfully.
There are similarities with EOS and ISO 9001. But I've developed my own framework and templates to share with clients. It's all designed to be practical rather than overwhelming, which I found some existing models could be.
Q. What would you say to a woman who's got an idea but hasn't taken the leap yet?
Go and speak to potential clients or to people already doing what you want to do. Just have the conversations. Don't block yourself before you've even started. Reach out on LinkedIn or by email, even to those you don't know. Most people will give you a bit of their time and you never know where those conversations might lead.
Q. And what about one in a secure job who's wondering whether to go it alone?
The same applies. Have the conversations, validate your idea, make sure you've got some cash behind you (around £3–5,000) then go for it!
Q. If you were starting your business again today, what would you do differently?
I don't know that I'd do anything differently. I might look back in a few years' time and see things another way but right now I'm happy with where things are and what I'm building.