This partnership between government and the private sector has been well thought-out: there are eight heavy-hitting entrepreneurs leading the campaign. These include Emma Jones, founder of Enterprise Nation and author of Working 5 to 9, Rajeeb Dey, founder and CEO of Enternships.com and Jamie Murray Wells, founder and executive chairman of online retailer Glasses Direct.
Emma Jones explained to the Sunday Times exactly what they plan to accomplish: "We want to banish the fear factor. People worry it will cost the earth, that they'll have to remortgage their home or lose their job. But actually now is a fantastic time to start a business and you can do it for as little as fifty quid."
The StartUp Britain campaign will help thousands of businesses start and grow. This is why Smarta is lending its support to the campaign, partnering with the StartUp Britain website to share hundreds of pages of start-up content, from business plan guides to help on researching a market.
The inclusion of the big brands is a real coup. These corporates have promised to help support business start ups in a practical way. For example, Blackberry has offered to give away 1,000 free Start-up guides, while Google will provide new businesses with some free advertising. O2 is prepared to offer one month's free line rental and insurer AXA is offering 10% off business insurance.
As part of the initiative, Cameron is also planning to introduce a Mentor Marketplace to help start-ups find tailored advice and support.
But the scheme's over-arching aim is to back entrepreneurship for Britain's youth: StartUp Britain is promoting The Peter Jones Foundation's Tenner Tycoon competiton and the Enterprise Champions Programme in every school in England.
More details are listed on the StartUp Britain website and today's launch is being covered on Twitter with the #startupbritain hashtag. Check back with Smarta after the dust has settled for a full round-up of all the juicy details.