Small business owners and potential entrepreneurs are turning to mentoring in a bid to survive the economic downturn, research from Yell.com and social networking site horsesmouth claims.

Yell.com claims searches on its site for ‘mentoring' and ‘coaching' have increased by 116% on the average monthly figure for 2008 while business-related searches on horsesmouth have increased by 200%.

"People are always exploring new career options, and may be contemplating starting up their own businesses," said Helen Stevenson, chief marketing officer at Yell.com.

"This increase in online searches for mentoring and coaching suggests they are looking for support and encouragement from others who have been there and done that."

Lastminute.com co-founder Brett Hoberman is among a group of entrepreneurs lending their support to a campaign to encourage greater use of mentoring.

"A positive mentoring relationship can be invaluable to small businesses, especially new start-ups," he says. "It can help you avoid making mistakes, grow your confidence and build trust in your instincts."