IF it doesn't work first time, try and try again.

British entrepreneurs are increasingly following in the footsteps of their American counterparts, allowing themselves a succession of failures before getting it right with a successful scheme.

According to Business Startup, the UK's largest free event providing advice and guidance to new and expanding businesses, Briton's traditional fear of failure is evaporating

According to the organisers of Business Startup - due to take place at the National Exhibition Centre, Birmingham, on Saturday, May 10 and Sunday, May 11 - business owners are now realising that falling at the first hurdle does not mean ultimate business failure.

A survey among 500 of the UK's newest start-up owners revealed more than one quarter (28 per cent) already had one or more previous attempts under their belts.

Sir John Harvey Jones, keynote speaker at Business Startup 2003, said the results demonstrated that "at long last" British entrepreneurs were accepting that first mistakes were "not an indication of weakness but part of a learning process".

"The fact that 28 per cent of start-ups are making second and third attempts should send a positive message to others not to give up," he said.

For free tickets phone 0117 310 1321.