I did follow the setup manual. What I ended up finding is windows was assigning an auto configured ip address despite the fact I set it to static on my PC to 10.10.10.10. I found this when I ran the ipconfig command. I googled why and how to stop windows overriding my settings as I hadn't seen it do this before. Applied a regedit fix to stop windows changing my config and viola, it worked.
BTW - I also made up a cross over cable and direct wired the PC to the UC300-ETH at some stage in the trouble shooting process.