A START-up equine firm based in Tockington is on a mission to pitch to Richard Branson and secure first prize in the Virgin Media Business Pitch to Rich competition.

Horsology, founded by Christina Jones in 2014, is an online marketplace dedicated to the horse industry.

It is growing rapidly but the cash for marketing and mentoring from the Virgin team would help propel it both nationally and internationally.

Competition finalists get the chance to pitch their business to Richard at a live event and the top startup company selected wins a prize package worth over £150,000 with a million pounds in total up for grabs.

Part of the judging criteria for the contest is the amount of publicity each entrant can generate.

So in the spirit of a Bransonesque PR stunt, they have brought a VIP guest to the live event at the Cardiff Millenium Centre on Tuesday, April 28.

Immy is a Welsh Mountain pony and her breed would have been traditionally used down the mines.

She flew the company’s flag as a #pitchpony walking the streets of Cardiff encouraging people to vote for them.

Christina Jones said: “Walking a pony through rush hour Cardiff to the venue certainly attracted a lot of attention and gave us a chance to tell commuters about our campaign and encourage them to vote for us!

“Unfortunately the event was held on one of the upper floors and the pitch pony isn't lift trained yet but the Virgin team were impressed by our efforts and are sharing our campaign on social media.

“If we make it to the London final the pony will be coming too...

To reach the next stage, they need the public to vote so for horsology at www.tinyurl.com/horsology until May 5.

For more information and photographs contact Christina on Christina@horsology.com or 0789 1140001

Ponycam footage from the day can be found at  https://www.youtube.com/watch?v=now7vqztUWo