The ethical artificial intelligence principal to practice gap is a significant challenge for micro and small medium businesses (SME). The policy and legal landscape is very dynamic and whilst there are limited toolkits, designed to help such businesses to embed the ethical design of responsible technology, there is generally a lack of skills, knowledge and resources on how to apply them within individual businesses. In this paper we present a small case study of practical examples that has led to the introduction of ethical AI practices into SMEs. Through a European funded university-industry collaboration, to date 102 SMEs within Greater Manchester, UK have been exposed to data and ethical AI workshops, with a subset of these choosing to deeper dive and apply tools such as consequence scanning and harms modelling within their business with support from university technical analysts and academics. The case study presents initial evaluations on embedding ethical principles, challenges faced by the SMEs and the reflections of technical analysts.