AT LAST, a York-based business whose aim in life is to remove panic from individuals and corporations, has decided to excise the panic - or rather Panik - from itself.

Panik Lifestyle Management & Concierge Services is shedding the Panik in its rebranding - as LMCS.

Its founder, Kimberley O'Callaghan, says it is time that her "Jane'll Fix It"-style venture had a name which was more explanatory to the corporations which were increasingly attracted to the services her firm had to offer.

In fact, things have moved so fast for 34-year-old Kimberley, who returned to the UK after eight years as a marketing expert in Europe and Scandinavia to start her own enterprise, that she is now bidding for the title of Growth Business Of The Year, as well as New Business Of The Year, in The Press Business Awards 2007.

At first she concentrated on helping individuals to stop panicking - by helping them to "declutter", sorting out their bills, helping people to switch utilities, fill out insurance forms, organising a housekeeper, and even a butler.

More recently, she acted for a local charity to organise a signing by Hollywood star Didi Conn, who played Frenchie in Grease.

Now the corporates are growing interested in Kimberley's "concierge service", which offers in-house help to do personal chores for employees in work time, such as taking their clothes to the dry cleaners, washing their cars or house-sitting to await the arrival of a new washing machine or fridge.

She said: "Employers see that there is an immediate benefit if their employees are concentrating fully on their work, and not making phone calls or going on the internet at work to attend to personal issues. It really does improve their bottom line."

The original turnover target of £12,000 is now more likely to be £100,000, as Kimberley has taken on staff, speeded up her customer database and designed a website with online payment facilities.

But it very nearly did not happen.

Shortly after launching her venture, Kimberley broke her left leg and ankle when skydiving in Namibia. It meant flying home to two operations and being unable to walk properly for six months.

But she used the time being housebound to find suppliers and hone her website.

It just goes to show what can be achievedif you don't panic.