For all the gloom about con-sumer spending trends, results from Thomas Cook last week showed that plenty of people have still been spending on holidays.

For all the gloom about con-sumer spending trends, results from Thomas Cook last week showed that plenty of people have still been spending on holidays.

The travel giant has sold most of its holidays on offer for this summer while managing to increase average selling price.

This week's SME Focus highlights a young woman who has developed a flourishing business after finding a novel way to cash in on the continuing fascination of foreigners with Scotland.

Jen Munro has entrepreneurialism in the blood which, combined with her experience and knowledge of the learning business Stateside, helped her spot the opportunity transplant a well-known model from the US to this country.

While programmes like The Apprentice would have one believe that ruthless cunning is a must-have for business success, Munro's example suggests that there is still a place for such time-honoured qualities as persistence and the ability to get on with people.

Name: Jen Munro.
Age: 28.

What is your business called?
The International Summer School of Scotland.

Where is it based?
Our offices are in Edinburgh and we host an international summer school during July and August at the University of St Andrews.

What does it produce, what services does it offer?
We offer what we believe to be a unique combination of academic and elective activities for 13 to 18-year-olds from all over the world. Daily learning comprises a choice of academic subjects that include the Pre-International Baccalaureate course and a youth leadership course exclusive to the International Summer School of Scotland. Other activities include art, theatre and film, excursions and sports.

To whom does it sell?
We have attracted students from more than 45 countries. This has grown from 50 students who attended in our first year to close to 300 students this summer. This means our marketing activities require a strong international focus.

We currently have links with approximately 2000 schools worldwide and, therefore, I travel quite extensively outwith term time, which for us is July and August, meeting with teaching professionals and parents.

Many of my meetings are with career guidance representatives who have students who are considering Scotland as a university destination.

For their students, ISSOS provides the ideal opportunity to experience the best of what Scotland has to offer in a safe and fun learning environment, and to sample what life might be like if they came to Scotland to continue their further education. Much of our business is also generated by referrals from parents, repeat visits and website inquiries.

What is its turnover?
This is our third year and we have a turn- over in excess of £900,000 so we are delighted with the way the business is growing and have ambitious plans for future.

How many employees?
We employ 60 staff during the sum-mer and have three head-office staff.

When was it formed?
February 2005.

Why did you take the plunge?
I always wanted to work for myself. My dad, Robert Munro, has set up a number of businesses - including the Munro Asset Management financial services and Care Scotland homes operations - in his lifetime and has always been a great advocate of being your own boss. I share his entrepreneurial spirit and have always had a burning ambition to run my own business.

What were you doing before you took the plunge?
I had just graduated from St Andrews University with an MA (Hons) in History and had spent the previous four summers working at a summer camp in North Carolina in the US. There I had an overall responsibility for training and developed a leadership programme which became accredited by the American Camping Association. When I graduated, I instinctively knew what I wanted to do, and that was to open my own international summer school here in Scotland.

How did you raise the start-up funding?
It wasn't easy to get funding in place because in Scotland, and in the UK generally, there is very little understanding of the summer school concept. However, my perseverance paid off and the bank agreed to facilitate a loan.

A Tourism Innovation and Development award of £15,000 provided an unexpected boost in the early stages of launching the business.

I was also fortunate to secure funding from the Prince's Scottish Youth Business Trust, as well as monies from the West of Scotland Loan Fund and Business Gateway.

What was your biggest break?
Finding an enlightened bank manager - a rare commodity. A bank manager who understood the concept of a summer school and could see what I was trying to achieve and wasn't hidebound by phrases like "personal guarantee" and "second charges".

What was your worst moment?
I didn't really have a worst moment, I had challenges. I have a "can do" attitude that has never let me down. I believe you can do anything you put your mind to and all the challenges that I have faced have presented great learning opportunities.

What do you most enjoy about running the business?
Seeing the way the students, who represent a variety of different nationalities, learn to break down social and cultural barriers during the time they spend with us.

I will always remember we had one American girl during our first year who had never met anyone from an Arab nation and had a very stereotypical view.

At the end of the term, she developed a lasting friendship with this person and that was enormously satisfying for me to see that change take place.

What do you least enjoy?
Admin and accountancy. I try and delegate these tasks to people who have more strength that me in these areas. I believe very much in recognising your own weaknesses, and playing to your strengths.

What is your biggest bugbear?
Bureaucracy.

What are your ambitions for the firm?
For the International Summer School of Scotland to be internationally recognised as a world-class summer programme; and to continue to expand internationally. Longer term I would like to head up my own portfolio of companies that help young people develop their confidence, self-esteem and wellbeing.

What are your top priorities?
To achieve pre-eminence for Inter-national Summer School of Scotland worldwide. To demonstrate to today's young entrepreneurs that The Apprentice and Dragons' Den is not the only way to succeed in today's market, that you can succeed using the virtues of honesty, openness, service and humour. To help young people believe they can do and be anything they put their mind to, no matter where they come from. I was brought up with a philosophy to "have the confidence to follow your heart and never compromise your dreams". On a personal level, my family and friends are very important to me and are always a priority in the way I live, work and manage my life.

What could the Westminster and/or Scottish governments do that would help?
Speed up processes like disclosures. In the States, you can access all the information you need in relation to criminal background checks online and have all the answers you need within five minutes. Due to the bureaucracy and red tape that exists in Scotland, it makes it very difficult for me to employ well-qualified, keen and enthusiastic professionals living in Scotland. I would also like to see stronger backing for the introduction of the International Baccalaureate programme to Scotland. I personally feel it provides young people in school with important skills and equips them more adequately for university.

What was the most valuable lesson that you learned?
Not to try and do everything myself and to delegate, recognise my own weaknesses and recruit people who have strengths in these areas.

How do you relax?
Theatre - I have been involved in producing and backstage for years, and I also enjoy film production. Otherwise I enjoy keeping fit and socialising.