Company News · 6 min read
Member Spotlight: Our Founder in the Brentwood Chamber of Commerce Newsletter
Published 2026-08-03 · The Scaling Firm
Published 2026-08-03 · The Scaling Firm
Every month the Brentwood Chamber of Commerce newsletter puts one member front and centre. In the August 2026 issue that member was Mohamed Omar, founder of SHINIMINI LTD, which trades as The Scaling Firm. He joined the Chamber in June, so being asked barely two months later was a nice surprise. Here is the interview with a bit more room to breathe, and the parts business owners tend to ask about afterwards.
The first question the Chamber asked is the one that comes up most at networking events: what does the business actually do? The honest answer is that most people picture a chatbot, and that is the smallest part of it.
“When most people hear ‘AI,’ they picture ChatGPT or a chatbot, and honestly, that is the very tip of the iceberg. What we actually build is AI that does the work rather than just talks about it.”
Mohamed Omar, Brentwood Chamber of Commerce newsletter, August 2026
In practice it means systems that sit quietly in the background and take on the jobs nobody enjoys. Answering missed calls, booking appointments, chasing reviews and invoices, drafting the emails, editing the videos, running the busywork. They are built bespoke, around one business at a time, so they replace the pile of monthly subscriptions most owners pay for and never fully use.
The word supplier does not really fit how the work is set up. Every build is priced and sequenced so that it earns its place, which only works if both sides are pointed at the same outcome.
“I do not see us as a supplier either. I work as a growth partner; your growth is my growth, and that is the only model that has ever made sense to me.”
Mohamed Omar, Brentwood Chamber of Commerce newsletter, August 2026
The spotlight also carried the local target behind the free workshops and free audits. It is a stated aim rather than a claim about what has already happened, and it is why the first step is always free: the fastest way to find out whether automation helps a particular business is to look at it properly rather than sell it something.
“My aim in Brentwood is simple: help a hundred local businesses across Brentwood, Ingatestone, and Shenfield win back at least ten hours a week each.”
Mohamed Omar, Brentwood Chamber of Commerce newsletter, August 2026
Most of the interview was not about technology at all. The Chamber asked about first jobs, mentors, setbacks and advice. Mohamed's first venture came at eighteen, building e-commerce websites and running the advertising behind them, and his summary of that period was that no job is too small if you do it properly. On mentors: someone who has walked the path before you can save you years. On setbacks: treat them as information, not disasters. On advice for anyone starting out, the line was to truly believe in yourself and know exactly who you are before you chase anything, so that when an opportunity turns up you can read it properly.
SHINIMINI could be run from anywhere. It is run from Brentwood on purpose. The free workshops, the free audits and the Chamber, BID and Council relationships are not a marketing layer bolted on top; they are where the systems get tested against real businesses with real constraints. What works for a Brentwood cafe or trades firm tends to work for a larger client too, and the local work keeps the thinking grounded in what owners actually need rather than what sounds impressive.
The free audit is a focused look at where your hours actually go, with a plain-English list of what to fix first. It is yours to keep whether or not you go on to work with us. Brentwood, Ingatestone and Shenfield businesses can use the local landing page below; everyone else is welcome to book a demo the usual way.
Read the full Brentwood write-up or go straight to the Brentwood AI page.
Founder of SHINIMINI LTD, which trades as The Scaling Firm. The company builds bespoke AI and automation systems for UK businesses, from AI voice agents that answer the phone through to workflow automation, CRM and web and app development. He is based in Brentwood, Essex and joined Brentwood Chamber of Commerce in June 2026.
A monthly feature in the Brentwood Chamber of Commerce newsletter that profiles one member business. The August 2026 issue ran a full page on Mohamed and SHINIMINI. Every quotation on this page is his own answer as printed, and the feature is reproduced here with credit to the Chamber.
The free workshops and the monthly free audit spots are aimed at Brentwood, Ingatestone and Shenfield first, because that is where the community work is. Businesses elsewhere in the UK are welcome to book a demo and get the same audit as part of that conversation.
No. The Member Spotlight is a member profile, not an endorsement. The newsletter and its design belong to Brentwood Chamber of Commerce and are reproduced here as a member feature, with thanks.
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