Their family has farmed plums in Northern California for four generations. For most of that time, the plum pits were just waste. Le Prunier turned them into the hero ingredient of an organic, luxury skincare line that now sits in goop, Anthropologie, Neiman Marcus & Bloomingdales.

Allison came in from fashion and brand development, having worked at Giorgio Armani and MOTHER Denim. Jacqueline is a UCLA grad with a science background and culinary training. And rounding out the trio is their sister Elaine, who brings experience from two previous CPG brands and heads up finance and operations.

This is a story about vertical integration before it was a trend, about patience in product development, and about what farming actually teaches you that business school doesn't. 

Jackie's advice: 

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Keep listening to hear a practical guide on ‘how to pivot’ 

Jo's advice: 

• When considering a career change or starting a business in mid-life, be wary of a dramatic move which can be risky
• Consider your reasons for wanting change
• Make a list of the pros and cons of your current job
• Identify the aspects of your work you love the most/dislike the most
• Consider taking a sabbatical
• Consider whether it’s the pace of your current work/the way you currently work that is making you unhappy - not the work itself
• Coaching can help you identify the problems
• You will need to plan ahead financially and work out how long you can manage without an income
• Once you know this you can make a plan - Retrain? Have coaching? Undertake research?
• Be self-aware: will you be happier with a co-founder or a partner?
• Find people doing what you’re interested in, and talk to them at length
• Many skills are transferable - you will be competent in various fields
• Growth and learning are constant in everybody’s lives
• Self-belief can be the hardest attribute to find; use a coach to help you examine your successes
• Think about: what you love/what the world needs/what you can get paid for/what you are good at
• Finding your new identity and building a reputation takes time - expect this
• Create your own brand story
• Enjoy your autonomy

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Our guest today learned that the hard way. Thea Brook spent over a decade as a CFO scaling startups into the tens of millions, built her own restaurants and product brands, and then ran the conventional playbook of working harder and growing faster straight into burnout and a brain haemorrhage. 

She rebuilt from scratch, and founded CALMM - now giving more than 250 founder-led businesses senior leadership brains on tap across strategy, ops, marketing, people and finance. 

Her blunt lesson: the skills that got you here are rarely the ones that get you past here. 

Thea's course can be found www.theabrook.com/workshop 

Thea's advice: 

• When scaling, look inside your own business to find solutions: keep looking within
• Make the most of what you have already and your assets
• Recognise that it’s not all about starting a business and being an entrepreneur, it’s about owning a business
• The visionary side of things can be stimulating and fun - but the operating, the actual doing, can be hard
• Allow yourself strategic thinking time: assess your thinking and your doing
• Always accept you’re learning and never be afraid to ask questions

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Emmie is also the author of the newly published RISE Report, the largest independent study of female entrepreneurship in the UK & this is the first time she's sharing its findings on a podcast.

We talk about why she built Female Founders Rise after a post-COVID breakdown, why she believes peer networks matter more than funding & why she is, very purposefully, a solo founder on her 11th business.

What we cover:

• Why Emmie started Female Founders Rise after a breakdown, and why she never intended it to become a business
• The four pillars of Female Founders Rise: community, funding, fundamentals and awareness
• Key findings from the RISE Report, including the £310 billion opportunity for the UK economy
• Why 80% of young people can't name a female entrepreneur, and what the ecosystem needs to do about it
• Loneliness as the single biggest challenge for one in seven female founders
• Why peer networks outperform family, friends and even funding as the most valuable founder support
• The case against co-founders, and how to build a support structure without one
• Why "networking" is a dirty word, and what to call it instead
• Emmie's advice for first-time female founders: build in public, stay curious, and launch before it's perfect

If you enjoyed this episode, please rate, review and subscribe wherever you get your podcasts. It genuinely helps other founders find the show.

How To Start Up is produced by Fallow, Field & Mason. 

If you'd like help launching your own podcast, or doing your own PR in-house, visit fallowfieldmason.com.

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This episode is about spotting overlooked opportunities, building a brand around design and accessibility and scaling internationally while staying true to the original idea.

Keep listening to hear how IZIPIZI turned an everyday functional product into a global lifestyle brand - and what founders can learn about how to start a brand that truly resonates with consumers.

Charles’ advice:

• Considerations like carbon footprint, sustainable delivery routes, general effect on the environment all contributed to our decisions and led to gaining B-corp certification
• We also find it important to consider the team and the staff and make sure this company is a great one to work for, with a positive atmosphere
• Our customers need good value/good quality product/good design; we need a good place to work
• From the outset we intended to make this product in a good way; we need the team to be happy
• We consider each other and make allowances for each other’s personal needs
• We had great mentors who gave us an education in producing and marketing something
• It’s important to keep talking to each other - sharing both the good things and the problems
• It’s also useful to network and meet other founders
• Always look around and consider other brands and the competition
• Take your time choosing your partners and have a strong partnership agreement in place
• Start marketing your product through the right outlets; be selective
• Every so often take a break with your partners away from the business and discuss long-term plans
• Always put the team before the product

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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But this is a conversation about more than pizza.  It’s about how to build a truly consumer-led business.

From building their own gluten free bakery to making the controversial data-led decision to introduce meat SKUs after starting as veggie and vegan this episode is about ownership, agility and listening hard when your customer speaks.

If you want to understand what “consumer-led” really means in practice - not just in a pitch deck - keep listening.

Nick's advice:

• Always listen to the consumer
• Aim high and don’t compromise
• You need your consumer to come back a second time
• Once convinced, your customers will spread the word and be your best advertisement
• Trust is everything
• Trade events can be useful if you choose very specific ones
• A consumer panel has been good for us; invite them to look closely at new products / question them exhaustively / listen to their answers.  Honest feedback is gold
• Always put quality before everything else

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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After raising capital, PHIZZ had the opportunity to go broad early. New markets, new use cases and major international interest created momentum - but also complexity. Dan shares how chasing too many opportunities diluted focus, and why returning to a laser focus became the foundation for faster and more sustainable growth.

This episode is a lesson in timing, discipline and knowing when to say no.

Keep listening to hear how PHIZZ found clarity through focus and what founders can learn about leadership, restraint and long-term growth.

Dan's advice:

• Start with observation, not ambition
• Build credibility early, partnerships with trusted brands created momentum before mass awareness
• Investment creates pressure to scale, but chasing growth too broadly can pull you away from your core
• Focus is a growth strategy, cutting revenue generating products and markets can accelerate long term performance
• Say no more as you grow, shifting from a yes culture to disciplined decision making is key to scaling well
• Nail your home market first, global expansion only works if your core business is strong and stable

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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In this episode, we unpack what podcasting really does for you as an entrepreneur once the mic is live: how it supports the brand, drives opportunity, builds long-term equity & ultimately makes you feel less lonely as a founder.  

Keep listening to hear how to use podcasting as a growth lever, not a distraction and what founders should think about before they press record.

This conversation explores: 

• Why Samantha started a podcast despite running multiple salons
• How long-form podcasting creates deeper connection than short-form social media
• The realities of podcast growth, sponsorship, and production
• How podcasting has strengthened her broader business ecosystem
• Overcoming imposter syndrome as a founder
• The importance of understanding your numbers and planning properly when starting a business
• Why founders should “just start” - even without certainty

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Matt & Marie's advice: 

• Divide by strength, not ego
• Respect work ethic above all
• Align on values and definition of success
• Create physical and psychological boundaries
• Trust is the operating system
• Let go before you burn out
• Protect the relationship deliberately
• Say no as you grow

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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With more than 1,000,000 followers across Instagram, YouTube and TikTok, Sophie has built a loyal international audience, opened doors to collaborations, and attracted clients around the world. Today, she shares how founders can use social platforms not just to showcase their work, but to grow a business, build credibility and reach global customers.

In this episode, we cover:

• When using social media, it’s all about building a community
• It’s a good idea to share the process - whatever you are producing
• Be consistent about what you share - so your followers know what to expect
• Sharing builds trust
• Be honest: your personal brand is your brand
• A social media manager will enable you to produce more content and reach more platforms
• No need to be too polished; be genuine and don’t over-curate
• Sometimes reveal the bad as well as the good
• Don’t allow negative content from others to touch you

If you’re building a business and questioning how visible you really need to be, this conversation offers reassurance, clarity and practical insight from someone who’s built scale without losing herself in the process.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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In this episode, Rhian shares the realities of building a company in the wellness space, how to stay healthy while navigating the pressures of entrepreneurship & why understanding your physiology is one of the most powerful business tools you have.

We cover: 

• Think of yourself as your business’s most important asset
• Your performance will affect the whole team
• Your health is vital: try keeping a one-month food/energy log
• Know that protein is fuel
• Understand your needs and proactively manage your mind/food/exercise
• Prioritise and be disciplined about doing what you can in these areas
• Try having a mentor, like a sports coach, to help you keep improving
• Being self-employed is both the hardest the most rewarding way of working
• Fibre (we should all be having 30 gm a day) affects mood, energy and immune systems
• Female founders have to accept they are cyclical, and that ageing affects oestrogen levels
• If in any doubt have your hormone levels checked
• Magnesium aids good sleep
• Try to speak to other founders
• Know that constant comparison via social media is simply destructive - try breaks from it

Rhian has seen first-hand, both in clinical practice and as a founder herself, how many people push themselves to the point of burnout while building businesses. Her mission with ARTAH is not only to create targeted, science-backed supplements but also to empower people, especially entrepreneurs, to protect their minds and bodies as they grow their careers.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

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Stay tuned to hear Andy’s journey from teenage entrepreneur to leading one of the UK’s most respected entertainment companies. We talk about how to find support when you’re starting out & the lessons he’s learned about staying relevant in an ever-changing media and cultural landscape.

Andy's advice:

• Start building networks as early as you can.  Meet as many people as possible in your chosen field to make contacts
• Find your gap in the market, but most of all love what you do
• Entrepreneurship can be lonely; ideally have someone to share the decision-making process with
• Try to surround yourself with with advisors (accountants, lawyers perhaps) who can act as mentors
• There are many mentorship programmes available
• BCorp is a force for good and will be a guiding influence on your employees
• Kindness and sympathy are vital leadership qualities
• Lead in a way your team will respect
• Understand you can’t do everything yourself! Trust your employees

FF&M enables you to own your own PR & produces podcasts.

Recorded, edited & published by Juliet Fallowfield, 2026, MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  

Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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So, I wanted to hear from a founder who has cracked the code of productivity. Emily Austen is the founder of leading PR agency EMERGE and the author of SMARTER: 10 lessons for a more productive and less-stressed life, publishing this autumn. Having founded EMERGE in 2012, Emily has navigated entrepreneurship and discovered a tried and tested formula for avoiding unproductive busyness. 

Keep listening to hear Emily’s advice on how founders can avoid becoming busy yet unproductive and why tracking your energy rather than your time can help unlock your productivity. 

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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In today’s episode, Le’Nise shares her advice on working to the rhythms of your body and harnessing the power of the four stages of the menstrual cycle to benefit you both professionally and personally.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Stay tuned to hear Rachel’s advice on the highs and lows of running a business. Why loneliness is something that you should not ignore, what you should ask an accountant when you are vetting your first one, how they can become your business partner, how to manage people within the business...& so much more.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Stay tuned to hear Daisy’s insights on the emotional undercurrent of running a business, why understanding personalities is non-negotiable in service industries, how she interviews, the value of psychometric testing and why investing in people is the best way to future proof your business.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Keep listening to hear Eshita’s advice on why to question what to put out there in terms of professional and personal self, and why it is important to consider the platform context.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Tim shares his perspective on why founder mobility is so important to incorporate from the beginning, why to prioritise resistance training over cardio and why it can actually be a great investment in your overall business to look after your mobility.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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If you’d like to contact Nina, you can reach her at contact@workplaceclarity.com

FF&M enables you to own your own PR & podcasts.  Recorded, edited & published by Juliet Fallowfield, 2023 Fallow, Field & Mason. 

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We talk about purpose, motivation and self-doubt, why kindness to yourself is not optional, and how - particularly if you’re self-employed - you can create your own validation. Matt shares practical ways to regulate your mental health, from journalling and movement to breathwork, meditation, nature and switching off screens, and why being proactive with these tools doesn’t just prevent burnout, but makes life easier and happier overall.

Matt's advice: 

• Don’t be concerned with archetypes, be what you want to be
• Face up to what you are - and work out why, where things come from
• Then forgive yourself
• Start again: what do you want?
• Try to be more purposeful, better motivated
• Ignore the self-doubts and be kind to yourself
• If you’re self-employed (no appraisal, no Christmas party) try to find substitutes for these things
• Provide your own validation, remind yourself of your own worth
• When things don’t work out, don’t always blame yourself
• Find out how to regulate your mental health, what works for you (journalling/yoga/breathwork/meditation/nature/no screens)
• Be proactive about using these coping mechanisms
• Impose boundaries and stick to them (especially with social media)
• This will a) prevent burnout and b) make life easier and happier!

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2025 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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Hamish’s advice: 

• Impostor experience is very common: feelings of inadequacy which can come and go
• One advantage of these feelings is that you will prepare thoroughly and be highly motivated
• The disadvantage however can be feeling constantly anxious, doubting yourself
• It’s important to celebrate yourself, not to constantly compare yourself with others
• Don’t set yourself unreasonable goals
• Observe your thoughts; if you are noticing self-doubt, check in with others to get an  objective opinion about your achievements - and trust their opinions
• Recognise where this self-doubt stems from (often from childhood) and come to terms with this
• Don’t bury the sadness / frustration / nerves; learn to accept and understand these uncomfortable feelings.  Face up to what is causing them
• Consciously choose your response to life; practise daily to be in the moment
• Understand what is important about your business, its bigger purpose, quite apart from any financial rewards
• Keep a diary to record your satisfactions and frustrations and be attentive to what gives you energy and joy
• Be kind to yourself; remembering you are not alone with these feelings can give you resilience
• Accept that you will always have nagging doubts and may never feel good enough; and at the same time recognise that you are, of course, perfectly good enough!

If you'd like to contact Hamish you can reach him via hamish@hamishmackaylewis.com

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

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This trailer introduces How To Start Up’s 12 Days of Christmas mini-series: a calm, practical collection of short episodes designed to support founder health during one of the hardest times of the year.

With insights drawn from four years of conversations and over 140 guests, this special edit brings together expert guidance to help founders rest, reset and regain perspective.

What this series covers:

1. Imposter syndrome and how to work with it, not against it — with coach Hamish Mackay-Lewis
2. Founder mental health and self-reflection — with Matt Johnson
3. Stress prevention and burnout — with Nina Nesdoly
4. Using breath to regulate your nervous system — with Jamie Clements
5. Nutrition and energy for founders — with Jenna Hope 
6. Mobility, posture, and physical resilience — with Tim Blakey
7. Sleep - with Professor Russell Foster
8. Personal branding boundaries and social media pressure — with Eshita Kabra-Davies
9. Building emotionally intelligent teams — with Daisy Bird
10. Money, cash flow, and the emotional weight of finances — with Rachel Harris
11. Female founder health and working with your cycle — with LeNise Brothers
12. Productivity culture and redefining success — with Emily Austen

Each episode is 30 minutes, designed to be easy to take in - whether you’re lying on the sofa, heading out for a quiet walk, or simply needing space to breathe.

This is not hustle content. It’s thoughtful, practical support for founders who need care, clarity, and steadiness as 2026 comes into view.

🎧 The 12 Days of Christmas from How To Start Up begins on Christmas Day.
Normal programming resumes in January 2026.

Produced by Juliet Fallowfield, www.fallowfieldmason.com 2025 

If you enjoy the series, please rate and review the podcast — it makes a meaningful difference to the show being discovered and helps support its future.

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Less than a decade later, Sculpted is a multi-award-winning brand with over 140 products, stocked in nine countries and shipped to 68 markets worldwide - all built from a bootstrapped beginning.

In this episode, Aimee shares what it really takes to fund your own idea, stay lean while scaling, and build a global brand by relying on resourcefulness, grit, and an unshakeable belief in your vision.

Aimee’s advice:

• Grasp opportunities when they present themselves
• When starting up, take each task one at a time and don’t allow yourself to be overwhelmed by considering the enormity of the whole project
• Think ahead about a year so that you have resources
• Be patient, things may grow slowly
• Always have a grasp of the finances and don’t be afraid to confront the realities of demanding payment
• Play on your special strengths
• Show your authenticity by telling your own story
• Applaud yourself for each win
• Customer feedback is essential; cultivate a community in your customers (social media/direct messaging) which will help you move forward constructively
• Take care of yourself: sleep, exercise, diet all support you mentally
• Aim to have a support network where you can find advice
• The pros of being boot-strapped are that you are in charge, not just financially
• But the cons could be that you have fewer contacts and less flexibility financially
• Take care when picking partners, as although this could be a huge asset, if it were to go wrong it could be very damaging

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

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Michelle’s journey is an extraordinary example of how a passion project, started on a shoestring as a side hustle, can evolve into a thriving, impact-led portfolio career. 

Since launching in 2014, The Women’s Chapter has reached more than 30,000 women through events, thought leadership, membership and pro bono initiatives. Michelle also champions women and girls beyond the community through her work as an ambassador for The King’s Trust Women Supporting Women, a UN Women UK delegate and a council member for Founders4Schools and Maths4Girls.

In this episode you’ll learn:

• Why a portfolio career is an asset, not a failing, and how to recognise the skills you’ve built across different areas of work
 • How to decide whether your passion project should stay a passion or become a commercial venture
 • Why community isn’t a “nice to have” but a biological, emotional and strategic necessity
 • How small businesses can use sustainability frameworks to drive meaningful impact, even without formal certification
 • What Michelle learned from becoming unexpectedly financially exposed and how founders can protect themselves
 • Practical ways to combat imposter syndrome using evidence-based techniques
 • Why connection lowers cortisol, boosts leadership ability and helps founders make better decisions
 • How niching down and staying in your lane creates focus, momentum and clarity
 • The role of conversation as a catalyst for collaboration and change

 • Networking is a form of self care

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Stay tuned to hear how Siff and Nish approached brand-building with intention from day one, why storytelling and science go hand-in-hand and what it takes to grow in a crowded category.

Siff's advice: 

• Founder mindset tip: Have faith in yourself and trust your abilities.
• Leadership advice: Don’t be ruled by ego; stay flexible and be prepared to change direction if necessary.
• Motivation lesson: Take one step at a time, steady progress is sustainable progress.
• Resilience insight: There will always be challenges; this is normal, and you can cope with them.
• Growth advice: Learn from your mistakes, apply the lessons, and keep moving forward.
• Perspective shift: Don’t take challenges personally, they’re all part of evolving and growing.
• Purpose-driven business tip: Think about your primary driver, which hopefully isn’t just profit; purpose will motivate you to keep going.
• Lifestyle principle: Make personal rules about your life, your fitness, and your happiness and stick to them.
• Customer connection advice: Communicating with customers will always be worthwhile and deeply satisfying.
• Workplace culture tip: Create an environment that others will appreciate and thrive in.
• Branding advice: Be honest and clear in your branding, and always stay relevant to the customer.
• Inspiration insight: Look for motivation and new ideas in the world around you.
• Entrepreneurship lesson: If you’re not making some mistakes, you’re not truly pushing yourself or innovating.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Launched in 2022 after being dreamt up in lockdown, FATSO is on a mission to make chocolate fun again - big, chunky, and full of life - while doing things ethically and with integrity. Behind the humour and bold branding is a founder navigating motherhood, lean budgets, and the ever-shifting culture of work.

Stay tuned to hear how Ella has managed imposter thoughts, turned limited resources into major visibility, and learned to prioritise both sales and operations without burning out in the process.

Ella’s advice:

• Imposter experience insight: be aware of your weaknesses (not insecurities) and accept that sometimes you just have to work on them
• Accept your vulnerabilities, don’t be overwhelmed by them
• Support-network lesson: Have a good mentor network and ask for help.  You can usually overcome self doubt by talking something through with someone.  But spend time first thinking it over, deciding who best to share with
• There’s a fine balance between sharing a problem and being swamped with too much advice
• Budget-friendly growth tip: Be honest about what you can afford. Approach partners transparently and find people who want to grow with you.
• Sales-first strategy: Sales always come first. Everyone in the business should think like a salesperson — you can’t build operations without revenue.
• Hiring advice for startups: Trust your gut. Look for energy, passion, curiosity, and the willingness to get hands-on. Not everyone is built for startup life.
• Motherhood and entrepreneurship: There’s no maternity cover when you’re the founder. Embrace help, drop the guilt, and remember — your child benefits from seeing you strive.
• Mindset for founders: Don’t chase perfection. Start, iterate, and learn as you go. 
• Values-driven business tip: FATSO wasn’t started to make piles of money — it’s about building a brand with purpose, humour, and integrity. Stay true to why you began.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

What started as one small space has quickly become more than just a Pilates studio, it’s a welcoming community where inclusivity sits at the heart. 

As a young, Black female founder and single mum, she has faced pushback along the way, yet her resilience and determination have carved out a space that is both empowering and trailblazing. Stay tuned to hear her insights on taking the leap from job security into entrepreneurship, navigating the realities of financial pressures, and how she’s embedding diversity, inclusion, and true community into the very foundations of her business.

Candace’s advice: 

• Community inclusion tip: Candace has always believed in building community and fostering inclusion.
• Customer experience insight: Her customers appreciate the security of a small space, familiar faces, and a feeling of safety.
• Entrepreneurship lesson: She was spurred into taking on a second studio simply by the belief that it was the right time and place.
• Mindset advice for founders: She didn’t let imposter syndrome or external doubts hold her back. Instead, she trusted her timing and her vision.
• Business growth advice: She did not allow the pressure of fixing an opening date to dictate her decisions.
• Inclusivity approach: She believes in creating space for everyone, but if a female-only class is preferred, that’s fine too.
• Hiring advice for fitness businesses: It’s vital to find the best possible instructors who have an open mind, a positive outlook, enthusiasm for learning and improving, and strong communication skills.
• Leadership mindset: Try to adopt a philosophical attitude toward any problems that arise.
• Values-driven business tip: Always stick to your original aims and ethos, no matter how much you grow.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

DIOME launched with Rested, a doctor-formulated, sleep-optimising supplement developed with her expert scientific team, including Emilie Delanoue and Dr. Jencikova.

Stay tuned to hear Jianne’s insights on where to start with your NPD, building a science-led wellness brand, and how to market those premium products.

Jianne's advice: 

• Product launch advice: Efficacy is everything; your product must truly deliver results
• Health industry tip: Do thorough research before entering this highly regulated space
• Regulatory compliance advice: Check laws in every country where you plan to sell
• Supply chain tip: Confirm ingredient availability before committing to production
• Quality control advice: Test, test, and test again to build customer trust
• Entrepreneurship lesson: Use both data and intuition when deciding launch timing
• Startup growth tip: One hero product can be enough to build a thriving business
• Customer loyalty advice: Focus on longevity and building a faithful customer base
• Branding and marketing tip: Position your product carefully, especially for a premium science-based brand
• Business integrity lesson: Cut no corners — reputation is everything
• Agency collaboration tip: Brief your creative team thoroughly so they reflect your vision

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Born in Sydney and now based in New York, Neada began her career as a beauty editor, interviewing leading experts and testing countless products. Yet her own struggles with cystic acne and reactive skin revealed a gap in the market for effective and natural skin care that worked for sensitive skin. In 2018 she launched LESSE, a self-funded business pioneering high-performance formulas that merge active botanicals with brilliant results.

Stay tuned to hear Neada’s insights on building a self-funded beauty business in a VC-driven industry, the lessons she’s learnt in balancing simplicity with efficacy and how she’s working to raise standards in the natural skin care space.

Neada's Advice: 

• Self-funded startups tip: Stay independent and fully in control of your vision
• Bootstrapping advice: Grow at your own pace without investor pressure
• Entrepreneurship lesson: Build trust by prioritizing quality and ingredients
• Small business survival tip: Gain resilience by staying clear and focused
• Startup motivation: Celebrate small wins along the journey
• Business growth advice: Be resourceful, run a lean team, and know your numbers
• Money management for entrepreneurs: Always keep cash flow top of mind
• Financial planning for startups: Get advice from experts who understand small businesses
• Working with your partner in business: Define clear roles from the start
• Founder health tip: Protect your wellbeing — it’s one of your biggest business assets
• Work-life balance for entrepreneurs: Learn when to push hard and when to rest

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Recently awarded The Officer of The Order of Canada, Bruce returned to the Ecuadorian Amazon, the site of G’s very first trip, to reflect on the company’s legacy and plan for the next 100 years.

In this episode, we discuss Bruce’s approach to leadership, how he built a values-led culture, and what it really takes to create a business that changes lives, within his business as well as so many others.

Bruce's Advice:

• Carve Your Own Path With New Ideas – True entrepreneurship means innovating and standing out from the competition.
• Find Your “Why” – Define your motivation and purpose to stay focused when building your business.
• Know Your Audience – Understanding who you serve is the foundation of successful marketing and growth.
• Define Your Unique Strengths – Highlight your skills and specialties that make your business different.
• Why Your Business Should Exist – Clarify the value and impact your business brings to the world.
• Your Business Reflects You – Every brand is a mirror of its founder’s values and vision.
• Balance Creativity and Strategy – Innovators thrive with ideas, but lasting businesses need both creativity and solid numbers.
• Turn Crisis Into Opportunity – Challenges like the pandemic can fuel innovation and business transformation.
• Human Connection in the Age of AI – In today’s AI-driven world, genuine human relationships and service are what set businesses apart.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Stay tuned to hear Richard’s insights on the early product decisions that drove Fathom’s breakout growth, why their freemium model worked from day one, and how they engineered virality into the onboarding experience. We also dig into how to build AI products that people actually want to use, why storytelling matters even in a product-led company and how to stay focused on solving real problems in a rapidly evolving tech landscape.

Richard's Advice:

• When launching a product, make sure it always works - not just some of the time
• Be a target user yourself: what do I value?
• What feels like ‘magic’ and appears to go beyond the possible
• Build things you yourself can and will use
• Word of mouth infinitely more valuable and trustworthy than, for example, an Amazon ‘review’
• When trying out what AI can do for your business be prepared to jettison ideas as you go - sometimes big ones
• Use humans for customer support; this is an area worth investing in

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Daisy leads with a deep belief in the power of culture, emotional intelligence and building a people-first business. After 15 years in business, Daisy is cognisant of the investment this takes as well as the invisible skills a founder has to have to make a business succeed with a happy team as well.

Stay tuned to hear Daisy’s insights on the emotional undercurrent of running a business, why understanding personalities is non-negotiable in service industries, how she interviews, the value of psychometric testing and why investing in people is the best way to future proof your business.

Daisy’s advice: 

• Align yourself with brands you respect
• In this way you will be more effective; integrity matters
• When employing, look for a range of talents and individuality - embrace differences
• Invest in your employees: coaching is helpful for your team in areas like leadership skills and self-awareness
• Wellness retreats are valuable 
• Employ people who are ready to learn and accept feedback
• Encourage and reward employees who consciously add value to prove their worth
• You must delegate; it’s not sustainable to do everything yourself and leaves no room for creativity on your part
• Allow time to replenish yourself
• It’s important to air and discuss female developmental/health stages
• Take care of your loyal clients and don’t give all your attention to the new and exciting ones

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Stay tuned to hear Rachel’s advice on the highs and lows of running a business. Why loneliness is something that you should not ignore, what you should ask an accountant when you are vetting your first one, how they can become your business partner, how to manage people within the business, and so much more.

Rachel’s advice:

• Initially decide how much you want to delegate
• Then employ people more intelligent than you, and delegate to them
• When you choose an accountant, choose them according to your plans/expectations for your business; it helps if they can mirror your long-term goals
• Establish your communications preferences at the outset
• Because your accountant will be effectively your partner, research their core values and the infrastructure of their business first
• Check whether or not they outsource work
• Assess their values before you assess their technical competence
• Rachel believes in the value of therapy
• She also believes in regular measuring of KPIs
• A very worthwhile benefits package will attract good employees if they are prepared to work hard for it
• Establish systems and processes to free you up
• Don’t underestimate the personal sacrifice and loneliness that being a founder can bring

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Keep listening to hear how Chloë got started and why slow growth was her friend. Also, her perspective on B Corp and the pros and the cons of getting certified as well as the pros and cons of being a founder and how to manage that isolation that can often feel relentless.

Chloë's Advice: 

• If it’s a good product, free samples will really generate sales and boost reputation
• Keep up with developments in recycling (for example, compostable refill pouches)
• If sustainability is something you believe in, then it will make your choices more straightforward
• Sometimes it’s complicated, but all you can do is make the greener choice
• B-Corp will give your business recognition
• It’s a good idea to make packaging which can serve a second purpose later
• Packaging apart, it’s what’s on the inside - the product itself - that really matters
• Take advantage of networking opportunities; put yourself out there
• To avoid isolation as a single founder, talk issues over with others whenever possible

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Refusing to settle for a life dependent on medication and steroids, Caragh took matters into her own hands—turning to food as a tool for healing. What followed was not just a personal transformation, but the birth of SUPERKEEN: a brand on a mission to make healthier, natural food options more accessible, supporting gut health and nourishing the body from the inside out.

Tune in as Caragh shares how adversity became her launchpad, why she believes food is powerful medicine, and what it really takes to build a business with purpose.

Caragh’s advice:

• When you’re new to entrepreneurship, it’s ok not to know everything, eg. sales forecasting
• Don’t strive for perfection straight away because you’ll disappoint yourself; instead, learn and grow steadily
• As you work on building a business, take good care of your own health at the same time
• Story-telling is vital in spreading your message and your mission
• Use a timeline to illustrate why and how you have developed as you have
• In sharing your motives you will allow others to share their own stories, and to identify with you
• Being yourself is not self-promotion, it’s inclusive and brings others in
• Find time to congratulate yourself on your achievements

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

But how can we manage rejection alongside the expected setbacks? To find out, I spoke with Lauren Currie OBE, Founder of UPFRONT, a global organisation upskilling 10 million women. Teams at Nike and Just Eat Takeaway have enrolled their teams in UPFRONT’s Bond course to transform their team culture.

Keep listening to hear Lauren’s advice on developing resilience in sales & when to acknowledge you should probably cut your losses. 

Lauren's advice:

• Your energy is vital to running a business, so manage it
• Avoid those people who drain your energy and seek out those who replenish it
• Marketing equals revenue - the more you do, the more returns you will have
• Accept the loneliness of the founder, which can be hard
• Be comfortable and confident about your pricing
• Also, be very clear about your pricing so the customer doesn’t have to work hard to find it
• When a potential client or customer approaches you for the first time, always ask them how they found you
• Get them to say yes or no as soon as possible!  Don’t spend a long time courting a potential customer - move on to find someone new
• Make life easy for your clients: for example, don’t let them have to work out time differences
• Don’t take rejection personally!
• If you need to make a customer more comfortable, include an older white man face in a call
• Nurture yourself and your energy before you decide to quit: are you tired? Dehydrated? Hungry? 

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

From running Soho House’s global ESG programme to discovering her knack for freelancing during a sabbatical Jamila’s journey to founding her own impact agency is anything but linear — and that’s exactly why it’s inspiring.

Today, she’s a business owner, a mum of two, a wife and a sustainability and social impact champion. This is an honest, motivating chat about reinvention, resilience, and knowing your worth.

Jamila’s advice: 

• Self-confidence helps!
• As does a sense of purpose/service
• Being vocal makes you visible
• In my case, being a single parent helped concentrate my mind and made me use my time well
• Having good people skills, being outspoken and having drive are all important
• Remember ESG matters, there is a point to it
• I had an idea and a smile - not a website
• Every challenge is an opportunity
• Don’t procrastinate, just do it and you will learn as you go

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

We talk about what it takes to enter a new market, how branding beyond a product category can be a superpower, and why really listening to your customer is key. From humble beginnings in a farmhouse to securing shelf space in major retailers, their story is packed with practical insight for anyone launching into a crowded space.

Emma & Kenny's advice:

• Test your products locally, in small independent businesses
• Publicise your ingredients and the provenance of the product
• Try to work within a representative area of the UK
• Look for a gap in the market
• If you have a personal reason for setting up the brand, people will love to hear it
• After rigorous testing, and building a local reputation, move on to website and Facebook marketing
• Gradually approach bigger retailers (you will have to be dogged - and original - in pursuing buyers)
• When you scale, bring in people to cover the skills you don’t have
• As you expand distribution, it’s important to build relationships with the new people you are dealing with; go slowly and patiently
  
  

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Founded in 2020 with no prior entrepreneurial experience, Lucie combined her understanding of consumer behavior with social media creativity, to turn a handmade hair oil into THE beauty must-have with over 350,000 engaged TikTok followers & rapid, 1,000% year-on-year growth. 

After an appearance on BBC Dragon’s Den, the brand is now on track to hit £6.5 million in revenue by 2026.

To hear our next guest’s answer to Lucie’s question at the end of this ep, just click follow in your podcast directory of choice & you’ll receive a notification from us when it is ready for you to listen. 

Lucie's advice:

• Don’t invest hugely to begin with; start cautiously
• Don’t build on ‘pinterest appeal’ with pretty packaging; functionality is what counts
• Believe in your product
• Stick at it when things get difficult; be dogged
• Tiktok can be good if you strike lucky
• Be very careful spending on advertising as you can lose a lot of money if you’re badly advised
• Also be very careful about the people you surround yourself with; if you wouldn’t be happy with a particular person being in your house, then don’t employ them in your business
• Trust trumps skill
• Learn to step away from your business and fully relax

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

From modest beginnings in a Shoreditch coffee shop in 2011, David Abrahamovitch has built Grind into one of the UK’s leading DTC coffee brands. Having built a hugely loyal customer base, it’s estimated a Grind coffee is enjoyed every 2.8 seconds in the UK. David’s business has also grown through partnerships with the likes of British Airways & Soho House. 

Keep listening to hear David’s advice on how to build a DTC brand & how to leverage community-building to generate sales. 

David’s advice:

1. Accept that everything is sales; sell to yourself constantly
2. With every small sale you are building a following and a brand
3. Pitching your product should not worry you; you know more than anyone else about it, so you have nothing to fear
4. Always know your numbers; but also tell the story of the history of the brand, and your plans for its future
5. Be optimistic - but not delusional!
6. DTC is more work in that you have to have a website / attract people to that website / and  deal with the packaging and the posting
7. Whereas  selling through a retailer you only need to advertise the product
8. BUT DTC gives you access to customers’ data and allows you to build a relationship with them
9. So selling through both the above is perhaps optimal
10. Advertising is essential for DTC selling - Facebook / Instagram / email / tube car panels are all useful; expect to spend up to 30% of revenue on marketing which will be a constant burden
11. Retaining customers is everything; the product must be a good one
12. If customers unsubscribe, find out why so that you can fix the problem
13. Use AI to help with small repetitive edits, not to replace people, just to speed up what they do
14. In order to attract young talent, create a culture that they will understand and like; always be thoughtful with your team and make sure they understand their job, their position and the company mission

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

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Laura Harnett is the Founder of Seep, the only B Corp-certified, plastic-free cleaning tool brand in Europe. Having raised a £50,000 Dragons’ Den investment from Trinny Woodall & Deborah Meaden, Laura & her team are on a mission to stop 1 billion plastic cleaning tools from entering landfill by 2030.  

Keep listening to hear Laura’s advice on learning how to sell as a first-time founder & how to make your sales process as sustainable as possible. 

Laura's advice:

• As a challenger brand, having spotted a gap in the market you will need to ensure you are confident about your supply chain, packaging, etc. before you approach retailers
• Selling direct to customers via a website is a great way to gain approval / test - and perfect - your product / do some market research 
• When iterating products, try them out with your direct customers
• The evidence of your DTC sales enables you to approach big retailers with confidence
• Target your marketing emails carefully and thoughtfully
• Persevere with this; it can take time
• Facebook and Instagram ads are helpful
• You will find other founders provide you with advice and support

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Guy Blaskey founded healthy pet food business Pooch & Mutt in 2007. Having scaled it to £30 million in sales, he sold the business in 2023 for £11.5 million. Since then, Guy has founded Detrash to upcycle waste products into high quality watches.  

Keep listening to hear Guy’s advice on what he learnt about a sales strategy, selling a business & why laying the operational foundations is one of the most important things you can do. 

Guy’s advice: 

• Think about how you can do things differently
• Don’t spend too long on your business plan; get going and make a plan afterwards
• If you need a retailer, remember it’s less about the product (and less about you) and more about what makes your buyer’s life easy: filling a gap in their range, price point etc.  Think about them
• Always think about your customer and how you can help them achieve a result
• It takes time and rigour - and some failures - to get everything right and become a strong business
• You need a strong understanding of the finances; it’s not just about the brand
• Budget properly; predict sales and follow through
• Don’t overfund early on; if you start small you can track the money and see what works and what doesn’t
• Produce the product and get going with a small budget before considering looking for VC
• Marketing and distribution channels are quite as important as the product
• Work on your business rather than in your business; in other words, delegate the knowables

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2025 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:  
Buzzsprout for directory listing
Zencastr for recording remotely 

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Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

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To learn more, I wanted to hear from someone who has successfully launched products to market. Kinga Wilewska is the Founder & CEO of MUJO, the adaptogenic coffee alternative packed with vital nutrients. Having watched her dad lose his fight against cancer, Kinga developed a keen interest in adaptogens & set out to bring truly transformational products to market. 

Keep listening to hear Kinga’s advice on sourcing feedback on your products & how to begin making sales. 

Kinga's advice:

• Always pay attention to costs
• Spend time sourcing ingredients carefully
• Research your market thoroughly and understand where the gaps are
• Speak to strangers about what propels them to buy / what are their priorities / what packaging appeals to them
• Pay continual attention to feedback
• Communicate with your buyers; see your product as a service for them
• Refine your pitch and your website to suit your market
• Your brand needs to inspire trust and exude authority
• Always put quality over quantity
• Believe absolutely in your product yourself
• Be disciplined and honest with yourself (eg when you need help)
• Use Facebook to advertise - rather than use an agency (this can minimise spend and maximise reach)
• Minimise risks for first time buyers: guarantee them money back and absorb the shipping costs yourself
• Always be ready to learn some new way of reaching your market

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

After overcoming chronic illness, Founder of LYMA, Lucy Goff, set out to redefine the wellness landscape and share her learnings. Since launching in 2017, LYMA has been at the forefront of science-driven wellness & health optimisation securing listings with Harrods & Harvey Nichols with its truly transformational & effective supplements. 

Keep listening to hear Lucy’s advice on acquiring & retaining clients & what to consider when developing a loyalty programme. 

Lucy’s advice:

• If you want to stand out, look different
• Surprise people
• Remember everything is aiming towards a sale
• Plan your PR stories in advance of the launch; that way you reduce any risk
• The product will stand on its own; but the brand storytelling is what will set you apart
• Think about how your brand will resonate with customers and stand out in the marketplace
• Listen to your customers and engage with them; their feedback will be crucial 
• Customers won’t always want what you want to give them
• Any loyalty scheme should be designed around the product you are selling
• A loyalty scheme should also repay the length of time your customers have stayed with you
• On a personal level, eliminate fear and don’t listen to your subconscious!

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Thea Green MBE founded Nails.INC in 1999 at the age of 23 & has since revolutionised the UK nail care industry with her polishes & treatments. In 2013, Nails.INC was awarded a Queen's Award for Enterprise for international trade & today exports to over 20 countries. 

Keep listening to hear Thea’s advice on how to get started with sales and then how to conquer exporting.

Thea’s advice: 

• Concentrate on the customers’ needs
• Enjoy working out what the next trend will be
• Have good PR when starting up
• Find the new angle
• If you believe in it, you will be able to sell it
• Keep your standards high
• It’s easier to sell when there’s a story to personalise the product and make it relevant
• Listen to the customer and solve their problems
• Excite the customer
• Engage with the customer and listen to them
• It’s essential to employ good sales people
• Renew your enthusiasm by concentrating on the aspects of the business you enjoy
• It’s helpful to consider your budget over the long term
• Sales will be transformed when you become a brand; and when you do your first business overseas

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

My name is Juliet, the host of How To Start Up  & just wanted to thank you for listening & joining today too. 

We’re up to over 140 eps & having closed a successful season on all things productivity in December, I wanted to gather some of our guests together to discuss the topic & help listeners with theirs. 

I hope today will involve some myth busting on productivity plus that we have time for a Q&A with our panel.

Firstly, introductions. 

Emily Austen is the founder of leading PR agency EMERGE & the author of SMARTER: 10 lessons for a more productive and less-stressed life. Having founded EMERGE in 2012, Emily has navigated entrepreneurship & discovered a tried and tested formula for avoiding unproductive busyness. 

Eva Alexandridis is a founder who has achieved that work / life balance. Having co-founded 111SKIN in 2012 with her husband Dr Yannis, Eva has not only built a globally recognised brand but has practised the brand values in ensuring she also looks after herself as well as her business. 

Anant Sharma is the Founder & CEO of Matter Of Form, a leading luxury brand & digital agency based in London. Having founded his company in 2009, Anant and his team work with some of the world’s leading brands including Aman, Belmond & Knight Frank.  Anant in his ep shared how his ADAH impacts his work and how he manages it.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Molly Goddard & Joel Jeffery co-founded the luxury pyjama brand Desmond & Dempsey in 2014. Over a decade the couple has redefined the concept of luxury sleepwear & secured listings in Harrods, Harvey Nichols & Selfridges very early on in their business. 

Keep listening to hear Molly & Joel’s advice on how they tackled sales.

Molly and Joel’s Advice:

• Impart your message (in their case the benefits of relaxation) with positivity; buying this product is a treat for yourself, it’s all about fun
• It’s one thing to love your product but you must take sales seriously
• Enjoy the art of selling!  Share news of your product as widely as you can, and always in an optimistic way
• Pay attention to the market and always note customer preferences
• Ask your clients questions, constantly monitor their tastes and their attitudes
• Be aware of daily sales; if you can achieve wholesale orders this will give you the freedom to take out loans
• When selling to retail clients, find your niche in the market
• Use instagram / a website / word of mouth / email your customers
• PR will pay off and is a valuable tool
• Branding is important; while obviously the product must be good, you also need to make your customers feel special.  This is often achieved with some extra-special packaging
• Your customers are buying an expensive product and they should feel excited by both the purchase and the product, the anticipation and the reality

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Following his retirement as captain of the England boxing team, George Veness, Founder & CEO of JAB Boxing Club in London, launched his business to make elite performance accessible to anyone & inspire his members to take control of their health.

Keep listening to hear George’s advice on how you can build fitness into your weekly routine as a founder & why exercise is so important for maintaining your productivity.

George's Advice:

• Be pleased with your product before you start; believe in it and the team around you will too
• Pursuing fitness is a discipline, which will give you health and strength
• It will relieve stress
• And, just as important, it will give you self-belief, courage and emotional well-being
• The basics of fitness are nothing new. The essentials are: movement which leads to strength / rest and recovery (including hot and cold therapies) / good, natural food, fresh and not manufactured / good sleep
• When you are fit you will have better focus and clarity, you will make better decisions for your future life and you will be able to push boundaries
• Keep company with great people
• Follow a lifestyle with good habits and stick to your regime
• Don’t get distracted
• When you are making a long-term plan, break it down into manageable parts, like months; keep your end goal in sight and get there steadily
• Celebrate milestones
• Enjoy challenges
• Try keeping a diary where you write down what you plan to achieve
• Keep your vision simple; this way you will communicate it better both to your team and your customers

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

On 27th January at 12.30pm GMT, Juliet Fallowfield, host of the How To Start Up entrepreneurship podcast, will moderate the panel.

Book via this link. All ticket proceeds will be donated to Cancer Research UK. 

We’ll be hearing how these leading entrepreneurs structure their time to ensure they are productive, how they avoid burn out & overcome challenges presented by entrepreneurship. 

Expect myth busting, frank conversation & an opportunity to ask your questions to the panel. 

The How To Start Up panel:

Emily Austen: Founder & CEO of leading PR agency EMERGE and the author of SMARTER: 10 lessons for a more productive and less-stressed life, published in November. Having founded EMERGE in 2012, Emily has navigated entrepreneurship and discovered a tried and tested formula for avoiding unproductive busyness. 

Anant Sharma: Founder & CEO of Matter Of Form, a leading luxury brand and digital agency based in London. Having founded his company in 2009, Anant and his team work with some of the world’s leading brands including Aman, Belmond & Knight Frank. 

Eva Alexandridis: Co-Founder of leading international skincare brand 111SKIN. Eva has not only built a globally recognised brand since 2012 but has practised the brand values in ensuring she also looks after herself as well as her business. 

About How To Start Up

How To Start Up is the entrepreneur’s ultimate handbook. With experienced entrepreneurs offering valuable advice on what to do now, next or never when starting a company, the podcast regularly features in Apple Podcasts’ entrepreneurial charts and sits within the top 25% of all podcasts globally. Listen to all previous episodes here. 

If you’d like to learn how to produce your own podcast, drop us a line hello@fallowfieldmason.com 

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Eva Alexandridis is a founder who has achieved that work / life balance. Having co-founded 111SKIN in 2012 with her husband Dr Yannis Alexandrides, Eva has not only built a globally recognised brand but has practised the brand values in ensuring she also looks after herself as well as her business. 

Keep listening to hear Eva’s advice on balancing work & family time plus how you can build a daily routine that works for you. 

Eva’s advice: 

• Be honest at the end of the day as to whether it’s been a good one or not; then, if necessary, you can improve the next day 
• It is possible to be a good mother and an efficient businesswoman; obviously you need trustworthy help when your children are very small, but from the age of five onwards, explain to your children what you do so that they appreciate its value
• Be honest about your work commitments.  Your children will be proud of what you do, when it is explained to them
• Ideally your work challenges will be balanced by your sense of satisfaction/achievement
• Try running first thing in the morning, to clear your mind and energise you
• Make sure that family commitments come before any other social commitment
• Eva finds biking to work refreshing and energising (and she listens to podcasts so she is not thinking about work)
• Keep any exercise sessions sacrosanct - do not allow interruptions 
• If you can, have work conversations out of the office, perhaps during a walk; being in nature will probably relax/inspire you
• Employ people you trust.  Be careful when employing, as both hiring and firing can be very time-consuming
• Eva finds electric cryotherapy energising!
• To avoid the feeling of being overwhelmed, appreciate what you have achieved and applaud yourself
• Get energy from some positive reinforcement from clients
• Keep meetings to 35-40 minutes and always have a break (preferably in the fresh air) between them

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Dr Kristy Goodwin is a neuro-performance scientist & Australia’s leading expert on peak performance in the digital age. Her book Dear Digital, We Need To Talk enables individuals & organisations to enhance their performance & productivity in the digitally-intense world we live in & conquer tech distractions. 

Keep listening to hear Dr Kristy’s advice on how to use digital tools to help us and not hinder, how to work in tandem with your neurobiology to achieve your goals & why rest really is a super power.

Kristy's advice:

• Know your goals 
• Success must be sustainable
• Listen to your body; you cannot outperform it
• You will have 4 - 6 hours a day of best performance
• Remember that time spent not conspicuously working is often the most valuable productive time
• Focussing our eyes on a small screen or area triggers a stress response
• We are programmed to sigh, or exhale fully, every five minutes; however, staring at screens typically means we are holding our breath
• We are more successful if we can direct our focus and avoid distraction
• Leave margins - ie. blank spaces, unprogrammed gaps 
• It is NOT about the hours you put in - it’s about the outcomes
• Be clear to others about how you wish to be contacted
• Identify when you are at your most productive 
• You can bundle your notifications 
• Have a VIP list and block everyone else
• Sleep is vital; get to know your own sleep pattern and keep it regular
• As a founder, make sure you - and your team - enjoy not just the results of your work but the process itself
• Tech robs us of our time, our energy and our attention; be aware of this and take control
• Live by design, not default

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

So, I wanted to hear from an expert on how to stay focused at work. Phil Nayna is the Founder of Absolute Mind + Body: a coaching consultancy supporting businesses to build high-performing teams, resilient teams. Having trained in performance psychology, neuroscience, and a range of mindfulness techniques, Phil works with leaders & their teams to unlock untapped performance potential. 

Keep listening to hear Phil’s advice on how to build sustainable focus, make the transition from busy to effective, and what to do to manage your energy, so you can stay focused for longer.

Phil’s advice:

• To be focussed, you can’t be busy
• Avoid distractions; all your energy and attention need to be directed to one thing
• It takes energy to suppress all the small details and distractions
• If there are things you tend to do every day, automate them so you don’t have to keep making small decisions
• Practise quick 2-3 minute meditations to clear your mind before each important activity
• If your mind is quieter, decisions will be clearer
• Maintain your conviction about the core belief/mission of your business while you are undertaking minor activities - this belief will help you focus on them
• Doing something you care about releases dopamine which brings more motivation and focus
• It’s important that you take care of yourself physically 
• Hours of sleep before midnight are more valuable than those after
• Accept that you won’t be 100% focussed all day every day; a good aim would be 2 x 2-hour sessions a day of really focussed deep work; the more trivial tasks can fill in the rest of the day
• Be disciplined about avoiding distractions during those 2-hour sessions
• Imagine that you only have 3 hours a day to do what matters - this will show you what’s important and what isn’t
• Concentrate only on the revenue-creating tasks
• To avoid procrastination, you must 
  • Believe in what you’re doing 
  • Address the fear which is preventing you doing the task 
  • Be clear in your head about why it needs doing and how to do it

FF&M enables you to own your own PR & produces podcasts. 
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Anant Sharma is the Founder & CEO of Matter Of Form, a leading luxury brand and digital agency based in London. Having founded his company in 2009, Anant and his team work with some of the world’s leading brands including Aman, Belmond & Knight Frank. 

Keep listening to hear Anant’s advice on discovering your strengths & how to build a team around you to enhance your own productivity.

Anant’s advice

• Your business will evolve as you personally grow and change; you may have to let go of some initial ideas
• Prioritise what is important and what you should be doing; this may mean handing on to others the things you are experienced at
• Concentrate (without guilt!) on reflection / exploring opportunities / less quantifiable “work”
• Celebrate thinking time and allow space for it in your week
• There is no need to keep packing in information which is not always productive
• Be modest about your daily to-do list
• Have belief in where you want to go
• Know yourself and employ accordingly; you may require mirror personalities of yourself, or you may need strong support in those areas where you know yourself to be weak
• Know the value of meditation

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

So, I wanted to hear from a founder who has cracked the code of productivity. Emily Austen is the founder of leading PR agency EMERGE and the author of SMARTER: 10 lessons for a more productive and less-stressed life, publishing this autumn. Having founded EMERGE in 2012, Emily has navigated entrepreneurship and discovered a tried and tested formula for avoiding unproductive busyness. 

Keep listening to hear Emily’s advice on how founders can avoid becoming busy yet unproductive and why tracking your energy rather than your time can help unlock your productivity. 

Emily’s advice:

• Set boundaries, which will be different for everyone (soft ones which are ‘crossable’ and hard ones which are not)
• Be vigilant with your time; Emily uses a desk timer to time tasks and she maps out her day in minutes
• Prioritise
• Don’t be performative; it doesn’t matter what anyone else thinks about your working hours
• Know when to move aside from the top job
• Don’t allow small things to annoy you; take the long view
• Know your own energy cycles and plan work accordingly

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Asad Hamir is the Co-Founder of Klyk, the sustainable IT company helping businesses tackle e-waste & reduce their carbon footprint. Alongside Klyk, Asad is also a Co-Founder of Ocushield, a clinician-led eye healthcare company. In addition to both his Co-Founder roles, Asad serves as a Non-Executive Director & investor in several tech & healthcare companies. 

Keep listening to hear Asad’s advice on how to scale without losing productivity or purpose plus how to make your calendar work for you and not the other way round.

Asad’s advice:

• Any previous enterprises will have been valuable experience & will teach you what not to do
• At the start of the week, agree weekly objectives / at the start of the day, define what needs doing
• Allow time each day for checking emails, don’t leave them till the end of the day
• Leave space for you to react to clients’ needs if necessary
• Initially you will be fire-fighting on every front; aim to get to a place where you can look at the big picture as well as the immediate problems
• Celebrate both the big and the small wins - and keep your eye on both
• Try using Calendly - but protect your time
• Set boundaries for yourself and make sure your team understands those boundaries
• Parcel the week up, eg. meetings on Mondays, and maybe a certain day each week to concentrate on something different
• Focus is key; concentrate on one business at a time
• Draw a line at a certain time and finish your day
• Pay attention to your health / fitness / diet and you will be more energised
• Be open with your team and allow them to share your vision and plans
• B.Corp is a big help both guiding people inside the business and attracting people from outside who will want to work with you
• Write your own job description

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

I wanted to hear from a team with great experience in helping people overcome hormonal imbalances.  Margo Marrone, founder of The Organic Pharmacy and her daughter Roxy are the co-founders of eyeam, the solution-led skincare, supplements and education brand. Inspired by Roxy’s experience with adult acne and hormonal imbalance, the duo are supporting people to overcome debilitating conditions which impact their energy both at work and at home. 

Keep listening to hear Roxy and Margo’s advice on how founders can harness their hormones at work and how they can create a supportive environment for their teams too. 

Margo & Roxy’s advice:

• Never go against what your body is telling you
• The four different hormonal phases are effectively four different sets of skills:
  • Follicular - energised, a good time to schedule and plan
  • Ovulatory - communicative, a good time to set up talks and events
  • Luteal - detail-driven, a good time to tackle paperwork
  • Menstrual - a good time for rest and reflection
• Communication is important; there is no shame attached to your bodily cycle so share how you are feeling.  This is constructive and helpful for your colleagues
• Listen to your needs; you don’t have to push to the limits
• Managing hormones is not just a physical concern, it’s a mental one too.  Understand why you are stressed and self-regulate
• Work smarter not harder; it’s the output that counts, not the time spent.  Ideas which come when in the shower or on a walk can be so useful
• Quick ways to reduce stress can be breathwork (4-7-8 breathing helps) and humming
• Nutrition means not just food but your whole environment: the people around you, the things you read and watch, as well as what you eat
• Stop worrying about the to-do list; simply clear your head and tackle one task at a time

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

So, I wanted to find out how to grow a productive and happy team. That’s why I spoke with Katharine Pooley, Founder & Executive President of her eponymous luxury interior design studio. As one of the UK’s foremost interior designers, Katharine has grown her team to fifty people and adeptly balanced maintaining a creative environment with ensuring her team gets stuff done. 

Keep listening to hear Katharine’s advice on how to keep your team happy as well as productive as you scale and why thinking about the octopus effect can really help imbue each and every employee on a daily basis. 

Katherine's advice:
Know your limit in terms of number of employees
The happiness of your team is critical and will spring from:

• Enjoyment of the work
• Good collaboration
• Bonuses, salary raises and perks
• Knowing each other well
• Being allowed autonomy and being trusted
• Having a safe work environment
• A pleasant office with a reasonable commute
• Being trained and having the opportunity for meetings and discussions
• Examining a project after it has been delivered and discussing its good and bad points
• If a team is a happy one, productivity will be the result
• A happy team will be a loyal one and the longstanding employees will be so valuable
• Longstanding members can perhaps each manage their own team
• It’s a symbiotic relationship between employer and employed
• You need each other and ideally will stimulate each other

From the employer’s point of view, when interviewing:

• Try to assess the candidate quickly
• Trust the ones who speak with genuine warmth rather than the well-rehearsed speeches
• It’s important to like your employees
• Avoid ones who chatter rather than answering the question
• Those who can communicate and engage with you face to face will be strongest
• As the boss make sure you tackle your emails every single night
• If you have children be up front with them about what you need to do (and then make the most of your time with them)
• Give yourself goals at the start of the year and check up on them in August
• Remember, your enthusiasm will be infectious to your employees
• Be consistent 
• Always be approachable; make yourself available at all times and respond to requests
• Try to deal with problems yourself rather than handing them down
• Be prepared to forgive mistakes

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

To answer this, I wanted to hear from an experienced portfolio career holder who manages several roles at once - as an M&A growth expert, angel investor and advocate for inclusive leaders Nnenna Onuba founded her first business, LBB Skin, in 2018, & has since built a mergers & acquisitions consultancy and the leadership & inclusion advocacy organisation 100 Allies. Nnenna also holds directorships with organisations including the British Beauty Council and the Royal Veterinary College. 

Keep listening to hear Nnenna’s advice on separating your different roles and effectively balancing competing demands on your time.

Nnenna’s advice:

• You need plenty of life experience first
• You must know yourself and what you’re good at, so you can hone in on your strengths
• You need to be the sort of person who enjoys continual learning
• Tackle the tough creative tasks at the beginning of the day when your energy is highest
• When you are relaxed you will be more creative
• Accept that as you age your energy levels may alter, and different times of day will suit you better
• Stay innovative
• If you mentor others you will learn from this
• Attract people with different skills to your own
• Don’t be afraid to delegate important things and trust others
• Additionally, surround yourself with people who inspire you
• If you tackle uncomfortable jobs you will get better at them
• If you are properly self-aware you will be more observant of others
• Try to do even one small thing that makes a difference

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

• Always aim to achieve more with less
• When you start you need a solid foundation of 1) clear processes 2) strong leadership 3) a business model which is scalable - that way you will be able to grow comfortably
• Time block your calendar well in advance
• Always ask yourself WHY you are doing something
• Keep focussed on your long-term goals
• Learn when to step back and let others make decisions (trust people and let them feel empowered)
• Save time by automating processes where this is possible
• All team members need to have a clearly defined role; a growing business does not necessarily need a growing workforce
• Keep auditing your thinking and structures

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Hind Sebti is the founder of whind, a beauty brand that merges both science and sensoriality to deliver Golden Hour Beauty, inspired by her home of Morocco, in a high efficacy yet super indulging range of skin care, body care and  fragrances, and the founder of Waldencast, a beauty and wellness platform that creates, acquires and scales the next generation of high growth purpose driven brands. 

Waldencast Ventures, is a privately owned brand incubator that has launched and built whind but also sister brands coat[s] and glaze. Waldencast PLC acquired Obagi skin care and Milk Makeup and was listed on the Nasdaq in July 2022 and valued then at over $1bn.

As a multi-brand founder, Hind has a wealth of experience building brands that win customers’ hearts. 

Keep listening to hear Hind’s advice on building multiple brands and effectively managing different businesses at the same time. 

Hind's advice:

• As a founder you will start by doing everything yourself, but once you have a team you need to prioritise what to do yourself and what to delegate
• Those things only you can do will be the most important things - prioritise!
• Being able to trust your team and confidently delegate is vital; you cannot do everything yourself
• A combination of ambition and humility is good
• When building several brands at once, space out the various processes as you will learn from each one, which will benefit the next one - don’t put all your eggs in the same basket
• Be flexible when building a company culture; every business is different, and every employee works differently.  Allow the employees to contribute to the company culture as people are your most important asset
• Be flexible and adaptable; businesses may not evolve in the way you had expected
• If you can find a partner whose skills complement your own, you are in luck as it’s great to have someone with whom you can discuss decisions

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak with Henrietta Rix, Co-Founder of RIXO, a leading British womenswear brand. Together with her co-founder Orlagh McCloskey, the pair founded RIXO in 2015 to bridge the gap between great fitting pieces and unique designs and offer a dynamic in-person experience too. 

Keep listening to hear Henrietta’s advice on starting a fashion brand and why sticking to your roots and gut feelings will help you to distinguish your brand from its competitors. 

Henrietta’s advice: 

• When building a dynamic brand, be true to yourself and to your original idea
• Find a gap in the market 
• Be passionate about what you do
• Timing is vital but stick to your original mission to bring back the dynamism
• Instagram is a readily accessible and fast way to spread your brand’s image once you know what you want to do 
• Immerse yourself in the product and become familiar with every single aspect of production and sales
• Know every department of your business inside out even if you’re delegating a lot of it
• Listen continually to your customers - imagine you are one of them, learn from their feedback
• Pay attention to company culture and make sure your staff are loyal to the ethos
• Know your competitors but don’t worry about them, no need to copy them
• Don’t overproduce; try sustainable initiatives like rentals/preloved/alterations
• Avoid wastage and dead stock at the year’s end 

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Eshita Kabra-Davies is the founder and CEO of By Rotation, the UK's first peer-to-peer fashion rental app. Eshita founded the platform in 2019 to challenge the notion that ownership was not the only way to consume and enjoy fashion. Since then, she has successfully built a very strong personal/professional profile internationally alongside her business. 

Keep listening to hear Eshita’s advice on why to question what to put out there in terms of professional and personal self, and why it is important to consider the platform context

Eshita’s advice: 

• Be careful how you use your time as social media can take up a lot of it
• Don’t feel the pressure to post personal content if you don’t want to, you can build a brand without sharing your personal life too
• You don’t need to be on every platform, pick a few that work but less is more
• LinkedIn is just for professional, specific information
• Put the business first before your personal content if you need to prioritise one 
• Be aware of the community that follows you and ensure you speak to your audience 

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Lucinda Chambers and Serena Hood are co-founders of Collagerie: a leading fashion, interiors, beauty and lifestyle marketplace. The former British Vogue editors founded Collagerie in 2019 and quickly built their brand through interesting and dynamic ways. 

Lucinda and Serena share their advice on what to do first when building a digital brand and how to ensure your brand story and visual identity work well together. 

Lucinda and Serena’s advice: 

• Work hard to realise the idea that’s in your head when designing the look of your brand
• Persevere until you get this right; don’t hesitate to start again from scratch if you’re not convinced
• If you are not a designer, employ someone who is
• Know your own weaknesses and either choose a partner who complements your strengths, or hire someone who does this
• Settle the visual side of your brand first; tone of voice will follow on
• Take time over choosing the name; experiment with a few, try them out on friends
• Use focus groups/groups of friends and bombard them with questions
• Use social media; take time crafting promotional emails
• Believe in what you do; authenticity shows and will build trust in your customers
• Never be afraid to ask advice; admit your vulnerability
• Take time out and step back when you’re struggling to resolve a problem
• Collaboration can be valuable

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Titi Bello, Founder of Ori Lifestyle, the luxury hair care brand now stocked in Selfridges and Harrods. Born out of Titi’s experiences with her own hair loss and seeing her daughter develop hair insecurities, Ori Lifestyle offers high-performance hair care products alongside coaching courses to improve customers’ confidence in their hair. 

Listen on to hear Titi’s advice on why building an educational and purpose-led brand is crucial for success. 

Titi’s advice:

• Find the product that meets the needs of a particular market
• A good product is not enough on its own; marketing and visibility are crucial
• To have the edge a product needs to look good as well as be effective
• If a product can be multipurpose, so much the better
• It may well be useful to educate and challenge your customers and be honest with them about results; this will build trust and loyalty and ensure repeat sales
• Take your community with you; use feedback.  Establish contact via blogs / whatsapp / email and always listen to them
• Your relationship with your customers will be your motivating factor and keep you going
• “Go in with your heart” - businesses that stand the test of time are not just in it for financial gain
• Aesthetics and branding are vital and must represent you and your values
• Don’t over analyse; just start!
• Know what you don’t know and find a partner with a different skill set to yours

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

As packaging can be a huge barrier to entry, I wanted to speak to someone who has created a stunning brand package. 

In this episode, I hear from Randi Christiansen, CEO & Co-Founder of Néccessaire, one of the world’s leading body care brands. Founded in 2018, Néccessaire provides customers with minimal, high-functioning products and is now certified as both climate neutral and plastic neutral. 

Keep listening to hear Randi’s advice on how to create stand-out packaging for your brand and why it is so important to maintain a consistent visual identity. 

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Aaron Chatterley, co-founder of teen beauty brand indu and beauty retailer Feelunique. Having co-founded Feelunique in 2005, Aaron and his team grew the business which was acquired by Sephora for £132 million in 2021. Since then, Aaron has co-founded indu to create beauty and skincare products tailored specifically to teenage skin. 

Aaron shares his advice on how to identify your target audience and how to build strong customer relationships with them. 

Aaron's advice: 

• Be aware of all the different audiences out there
• Depending on your product, attracting a younger audience early means you build a relationship sooner
• Look for a gap in the market
• Be confident in your authenticity
• It is worth spending money on doing thorough research: when you have defined your target audience, work with a cohort of these people and interrogate them exhaustively
• Be clear about who exactly your target audience is
• It is easier for the retailer - and better for the investor too - to have an absolutely clear target audience
• Your primary concerns are the excellence of your product (which means it will be bought a second time) and your authenticity

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Keep listening to hear why Millie thinks a brand voice is critical for any new brand and how to begin defining yours. 

Millie’s advice:

• When branding your product, it is not just a question of logo
• Vitally important is that the branding should show the ethics of the company
• The brand identity will always represent the values of the founder (if a product is taken over, the brand identity is precious)
• When establishing a brand identity, try putting in a box the ten things in your home you value most - and then identifying what they have in common.  Your brand should reflect who you are, your DNA
• Imagine your customer is yourself
• Do your research, and be sure you know your audience (as well as your competitors)
• Then the tone of voice will come naturally, followed by the name, the packaging, the style
• These things will generate trust and loyalty in your customers
• Your brand voice will evolve over time, and rebranding can occur spontaneously
• It is important to be clear and authoritative
• If you believe in the efficacy of your product your brand voice will be strong

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Lucy Cleland, co-founder and editorial director of the renowned B Corp Certified lifestyle magazine Country & Town House. Lucy co-founded the magazine in 2007, just before the financial crash of 2008, and has since continually advocated for living a ‘life in balance’ through its very popular print and digital editions. 

Keep listening to learn why Lucy thinks brand is important for any business but also why timing on developing it is key.

Lucy's advice:

• Be aware of your market, and your position within it 
• Concentrate on your unique selling point
• When you’re starting out, brand is not necessarily the most urgent or important thing, as there’ll be so much else to get on top of
• Take advice from your shareholders or board if possible
• Invest in design and good writers
• Consider the ethos of B Corp and promote its message where appropriate
• Your branding may grow organically with your business
• Use LinkedIn for help and advice
• Remember you are your own best resource

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Julian Parmiter, co-founder and CEO of Create Academy. Founded in 2019, Create Academy offers beautifully curated video courses providing unprecedented access to the expertise of today’s best designers, makers, gardeners and chefs - with a mission to help people build their creative confidence.

Having recently evolved Create Academy’s original proposition by launching an annual membership offering, Julian shares his advice on how to define your brand’s mission, vision and purpose and how to remain true to them as you scale. 

Julian’s advice:

• The mission is what you want to do/produce/create
• The vision is where you want to go with it/how you want to see the world changed by what you do/where you want to be in the future/ what will your impact be
• The purpose is your motivation/why you want to do it
• The “what” and the “how” will probably change.  The “why” should stay with you.  It’s the “why” - the purpose - which will bring investors and others with you, will lift you when you’re down.  So take time to articulate this one (even if privately, just to yourself)  early on.  It will represent your personality, your ethos, your creed
• You are the best person to articulate it
• Keep these three things distinguished one from the other
• Understanding your customers will inevitably lead to changing or adapting your vision in time but you need to stay relevant and be flexible
• You have to be able to answer the question: “who cares?”
• Don’t spend too much time and effort at the start on branding
• Find inspiration in other people and other places

You can contact Julian via email on julian@createacademy.com

FF&M enables you to own your own PR.
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn
Submit a guest via this link 
Submit a question for the next guest

Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Given this season is a focus on all things branding I was keen to speak to an expert content creator.

In this episode, I hear from Estée Lalonde, CEO and founder of bodycare brand MIRROR WATER. The brand champions mirror work and self-care, inspired by Estée’s quest to find effective relaxation tools during the pandemic.  Estée has enjoyed a long career working within social media building a following of over 677k before founding her brand in 2021 which has already amassed a following of 35k. 

She shares her advice on how to build your brand through social media, why doing the initial creative work on your brand is crucial for success and how DM’ing one of your idols (in this case Bobbi Brown) can be the motivation you need to keep going. 

Estée’s advice:

• Always start with a good business plan
• Branding so important; to start with, concentrate on aspirational visuals that can then inform further work
• Don’t rush this stage: 
• Create mood boards
• Take care of yourself and go with your intuition
• Get to the essence of what you want
• Settle on a name, which will take you in the right direction
• Look for a designer to support you and ensure you click with them, build that relationship to a point of trust 
• Be strategic on social; post regularly and expect this to be a slow build
• Social media can help you launch, it is a big time commitment however it will pay dividends 
• Brand instagramming is harder than being a social media influencer (owned content v earned, DM FF&M to find out more on this)
• Posting every day becomes a burden so look at process and systems to help you on this
• You can’t do it all so be clear on what success looks like and work backwards
• Keep it lean - less is more in all things in business, focus on one thing and do it well rather than trying to post on multiple platforms all the time
• Take time to reflect on what you’re doing and enjoy it
• Expect to be overwhelmed at times; but hang on it there!

If you'd like to contact Estée you can reach her via @esteelalonde on Instagram

FF&M enables you to own your own PR.
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn
Submit a guest via this link
Submit a question for the next guest

Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak with Tom Marchant, Owner & Co-Founder of luxury travel company Black Tomato. Tom and his co-founders launched their business in 2005 after seeing first-hand how people had such little time to plan their own travel experiences. Since then, Black Tomato has grown exponentially and delights clients all over the world. 

Tom shares his advice on how to begin drafting your brand story and what you should and shouldn’t include within it. 

Tom’s advice:

• Your brand is fundamental to your business - it’s your identity - so it’s vital that you are sincere about it and believe in it
• Always keep in mind what you stand for
• Customers must trust your brand and feel comfortable with it
• Communicating your brand values will be easier if you use recognisable language that people can identify with
• Use language to convey feeling and emotion - and sincerity
• Keep it simple and truthful
• Share what matters
• Your brand story can communicate how it started/who with/what you were aiming for/your values
• When writing copy don’t be a slave to perfection; try ‘stream of consciousness’ to start off with.  The important thing is truthfulness

If you’d like to contact Tom you can reach him via tom@blacktomato.com

FF&M enables you to own your own PR.
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Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak with Asher Moses, founder & CEO of Sherbet London, the capital’s leading electric taxi company. A serial entrepreneur, Asher grew his original small fleet of London taxis into one of London’s leading transport companies. Through Sherbet, Asher is future-proofing the iconic London Black Taxi for future generations. 

Having sold his commercial advertising company, Taxi Media, to US company VeriFone, Asher shares his advice on what to consider before exiting a venture and when he feels it’s right to consider selling up.

If you’d like to contact Asher you can reach him via asher@sherbetlondon.com

Asher’s advice:

• A good exit is all about timing since you obviously want a high multiple return
• Operating companies are very different to tech companies in terms of multiples
• Hopefully you will have created a brand to out-compete others in your sphere
• Exiting from your company gives you financial freedom and the space to re-think
• It also gives you credibility when you start your next venture
• It gives you the time to make improvements and move with the times
• If you receive an offer, it’s probably wise to accept it as they don’t occur frequently 
• Make yourself part of a growth plan in the company (it’s you they’re buying)
• A CEO can always stay on, to give advice and support - not necessarily for very long
• You will inevitably find it hard to step back and phase out
• You must be hard-headed about the valuation
• Be very precise responding to the questions
• Know who to sell to

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Michelle Kennedy, co-founder and CEO of Peanut, one of the fastest-growing social media apps for women. Michelle launched Peanut in 2017 to help women combat the loneliness that comes with being a new mother. Peanut has raised over $23 million in funding since its inception. 

Having raised an exceptional amount of funding, Michelle has brilliant insights to share on the most effective ways to communicate with investors.

Michelle's advice:

• Avoid outside investment for as long as you can
• When communicating with your investors approach them on an equal footing; it’s not necessarily the case of you only reporting the good news
• Use them for help and dispassionate advice - they should be people who understand crises and will be able to be objective
• They may be able to help you with introductions
• A quarterly meeting with investors is probably enough; if necessary you can have ad hoc calls in addition
• Structure your meetings with investors: they will need to see metrics and hear about targets and performance; they will also want to know about your plans for the next quarter
• Have your list of questions prepared and make sure you ask for what you need
• Be open about any failures
• Generally only the founder needs to be present at these meetings; they are investing in you because they believe in you, the founder, and the founder’s voice is crucial
• Always be confident when communicating with your investors

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Déj Doherty, founder of The Wholeleaf Company, the sustainable palm leaf tableware brand. Déj co-founded his company to reduce the amount of plastic tableware going to landfill, while also creating employment opportunities in developing countries. Appearing on Dragons’ Den was a pivotal moment for the business which has since gone on to supply leading organisations including Waitrose, Glastonbury Festival and Buckingham Palace. 

Déj shares his experiences of Dragons’ Den, how he leveraged his appearance on the show and his advice for anyone thinking of applying. 

Déj's advice:

• The more you prepare the less nervous you will feel
• It’s not a comfortable experience, waiting to be interviewed
• You may be encouraged to ask for more than you actually want - to make your case more exciting - but this could work against you
• They prefer only one interviewee, even if you do have a co-founder
• Have confidence in your forecast numbers
• If you show you are genuinely passionate about your business, that is more likely to convince them
• Afterwards, do as much PR/social media as you can to maximise the effect of the show
• More than any investment, what you will be gaining is brand awareness for your business
• You will probably notice an increase in attention (from potential investors) as a result
• Raising money is a full-time job which is hard for a one-man band, so you may find it better in the long run to grow more slowly and do without outside investment

If you’d like to contact Déj you can reach him via
adejare@thewholeleafco.com

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

So in this episode, I wanted to speak to someone with first hand and recent experience of the show.  Rohan Radhakrishnan, is one of the co-founders of Quarter, the acclaimed quarter-strength spirits brand. Having founded their brand in 2021, Rohan and his co-founder Fabian quickly went after an appearance on Dragons’ Den as part of their marketing as well as investment strategy. Listen on to hear what happened to the duo and what goes into the preparation of Dragons’ Den before anyone steps inside the studio. 

Rohan’s advice:

• Entering Dragons’ Den can win you both publicity and investment
• Be aware that not everyone interviewed will be shown on the programme
• It took nine months of preparation and initial interviewing before the studio appearance
• You have to provide a video recording in advance of yourself pitching your product
• You are interviewed in advance by a panel of producers
• The due diligence is extremely rigorous; every claim you make must be verified
• Proving all your claims can be very time-consuming
• The recording will be halted immediately if you make a false claim
• In the studio you are interviewed for an hour and a half; only ten minutes of this gruelling ordeal will be shown
• The reach of the programme is huge and you will probably be very nervous
• But all of this is superb media training and valuable practice in pitching and raising investment - so even if you reject the Dragons’ offer it will not be a waste of time
• When accepting investment, remember that as much as the financial investment, you need investors who will mentor you, encourage you, and help you to assess objectively what it is you’ve achieved (the Dragons will not necessarily be this type of investor)
• When composing an investor deck, be concise; and aim for a personal rapport before you go into too much detail - it’s the personal relationship that matters

If you’d like to contact Rohan you can reach him via rohan@quarterproof.com

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Mathilde Lacombe, founder of French skincare and supplement brand AIME. Having previously co-founded beauty subscription service Joliebox, Mathilde founded AIME in 2018 to help others overcome similar skincare challenges to hers. AIME blends nutrition, supplements and cosmetic skincare and, amazingly, achieved €3 million in revenue in its first twelve months. 

With many founders wondering which type of investor to partner with, Mathilde shares how angel investment has helped her scale AIME and her advice on how to pitch to angel investors. 

Mathilde’s advice:

• Angel investors tend to be experts in their field, and will be more interested in you as an entrepreneur and what you will bring to that field that’s new
• VCs will be more focussed on the numbers and accurate forecasting
• When pitching to an angel investor it will be important to make an impression as a story-teller and an innovator with a vision
• The best angel investors are those who are entrepreneurs themselves
• It’s vital that you have a relationship with them in which you are comfortable asking for advice; you need this as much as you need their investment
• Ideally you will be able to consult them regularly
• Make a list of your dream investors/advisers
• Don’t be afraid to ask for introductions; use LinkedIn and network to try to gain first-hand introductions
• Be content with refusals; there is nothing lost
• Don’t waste their time; they are usually busy people with a job as well as an interest in investing
• Ask outright for what you need; explain that you’ll need advice as well as investment
• You can always start with small amounts which may gradually increase if they have confidence in you; you may not need to progress to VC investment
• Angel investors will usually understand your long-term vision and be less fixated on end dates
• Finally, if you don’t need investment, don’t look for it

If you'd like to contact Mathilde you can reach her on mathilde@aime.co

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak with Steve Tidball, co-founder and CEO of Vollebak, the material science-driven clothing brand. Having co-founded in 2015 with his twin brother Nick, the brand has raised over $10m in outside funding, led by the London-based venture firm Venrex, with participation from Airbnb co-founder Joe Gebbia, and Headspace CFO Sean Brecker, among others. This allowed Vollebak to create the world’s first solar-charged jacket and the first computer-programmable clothing. 

Given the uncertainty around raising VC investment, Steve offers his advice on the best ways to pitch to a VC fund and shares how his business has used VC investment to scale. 

Steve's advice:

• Build your network (if you can bring one from a previous career so much the better)
• Be original to be noticed
• Be prepared to tolerate some failure
• Be aware that Venture Capitalists tend to invest in just one area/type of business
• VCs are typically willing to take earlier and relatively speculative risks
• Whereas private equity investors are risk-averse
• And angel investors will take on even greater risks than VCs
• Another way of raising funds can be crowd-funding
• Because a VC can take over control, it’s important that you are compatible (apply the flat-mate test!)
• It’s a mutual commitment; they will care about your success, and help in a crisis
• It’s useful to read up on how big businesses work (always expect a crisis)
• You must learn to communicate quickly and have a coherent, compelling story which you can express in 30 seconds
• You need a good idea which will elicit a question in return
• Eventually there will probably be a full or partial sale/industry buy-out; know in advance what the likely time period for this is
• Always have an idea of what you want to achieve in the long term
• Allow your subconscious brain the chance to work things out (by exercise, meditation etc.)

You can reach Steve on steve@vollebak.com

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak to Laura Fullerton, the founder and CEO of Monk, creators of the world’s first smart ice bath and cold water therapy app. After discovering that ice baths helped her regain control of her physical and mental health, Laura launched Monk to make cold water therapy more accessible. 

About to close a £2 million round, Laura breaks down what a data room is and what needs to be included in yours to successfully raise investment. 

Laura’s advice: 

• Setting up a virtual data room is a confidential and controlled way of sharing information with potential investors
• It’s efficient and helps them make a quick decision, which is what you want
• It’s a way to show you are competent and professional
• It can highlight your potential
• It’s an easy way for them to do due diligence
• Security is important and it’s wise to ask them to sign an NDA before having access to the data room
• Doc Set enables you to send them a tailored choice of links
• If you have your pitch deck on Doc Set you will have version control over it
• It also enables you to see which pages potential investors have been paying most attention to - so that you get a sense of what is important to them, and this will help you build a relationship with them
• Laura suggests you use Calendly
• Having a data room sets a professional tone; Laura has five sections in hers - business summary / financial model / product development folder / people and contracts / marketing and PR.  This makes it easy for investors to understand your business
• You need to protect yourself from the wrong investors
• Interrogate them as to what value they can bring apart from capital; ask for specifics and don’t be satisfied with generalisations
• Remember that fund-raising never stops, even if it is just building relationships with people who may invest in the future
• Try to go to the right events where you will build relationships and friendships for the future - founders always need support

If you'd like to contact Laura you can find her @discovermonk on Instagram.

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Venetia Archer, founder & CEO of Ruuby, the UK's leading at-home beauty & wellness service founded in 2015.  After identifying a gap in the London market for an on-demand beauty app, Ruuby has grown to become the fashion set’s beloved digital beauty concierge. 

Venetia shares her advice on what a pitch deck should include, how long it should be and the pitfalls to avoid when putting yours together. 

Venetia’s advice: 

• You must outline the product and the mission of the company
• Concentrate on the story & make it make sense
•  But the three vital components must be: the financials: what you want to raise, and on what terms / your team (or the team you hope to acquire when you have the investment) / the market environment and your competitiveness within it
• You may need to use an advisor to help you with the financial modelling
• You obviously can’t expect your modelling to be accurate as there are so many unknowns, it just needs to be plausible
• You can’t expect to tailor the pitch deck to each individual.  You could try a three tiered approach - start with a “teaser deck” just showcasing the main highlights.  Then if someone shows interest follow up with more detailed metrics, and finally if someone is seriously interested give them a thorough financial breakdown
• You may want to invest in some design help to make it look slick
• Always write it yourself, because you know the subject best and it’s a good exercise for you; if necessary you can bounce your ideas off a colleague
• You will get more expert at doing this, and it’s good to practise on potential investors as much as you can
• Always have all materials and information ready to draw upon
• Know in advance which investors you want and set out your intentions, making it clear how much time you expect from them and how much time you are prepared to give them in turn
• General good advice: it’s crucial to have a strong, experienced team as early as you can
• Finally, have the courage of your convictions

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Michael Tobin OBE is a serial founder, author and non-executive chairman of several international businesses and CEO of technology company Telecity from 2002 to 2015, Michael grew the company from a market cap of £6 million into a FTSE 250 company worth £2 billion. In 2014, Michael was awarded an OBE for services to the UK digital economy. 

Given many founders require more than just an injection of capital when scaling their businesses, Michael shares his advice on how to ask investors for extra support and what help you can reasonably expect from your investors….plus the importance of the cost of umbrellas. 

If you'd like to contact Michael you can reach him via LinkedIn

• Remember that all investors will be looking for different things: return, timeline etc.
• Know your worth; speak from a strong position not a needy one
• Be ahead of the need point; show that you can manage and may not need a great deal now, and your position will be stronger later
• Don’t over-borrow - wait till your valuation increases
• Go in with confidence and foresight
• When looking for investors, consider whether or not they are well-connected; look ahead to the next round and how they could help in the future
• Look for investors who may have contacts to help you expand your business; it’s not all about the cash
• Choose investors with whom you can engage; make sure you’re on the same wavelength
• Be candid with them as to your reasons for choosing them and discuss the many different ways in which they can help you
• Aim to have an independent chairman or mentor who could arbitrate between you and your investors if necessary
• Keep networking; Michael calls it ‘opening doors’.  This builds your reputation and may earn you support in many ways further down the line
• When you are starting out don’t be afraid to fail; you will have less to lose
• Always ask questions; and be prepared to listen carefully and perhaps change your point of view
• Enjoy the challenge!

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Daisy Knatchbull, founder of The Deck, the first women’s-only tailoring house to have a shopfront in Savile Row’s 200-year history. Beloved by the fashion press since its launch in 2019, The Deck represents Daisy’s mission to change tailored clothes for women and offer them a compelling alternative to fast fashion. 

Daisy shares her advice on how to approach finances when you don’t have a background in it, who to bring in to support you and what to be aware of when going into pitch… all before having those extensive investor conversations. 

Daisy’s advice:

• Before you start, it is vital that you have complete belief in what you do.  
• Learn the basics of economics (Daisy used a platform called “Upwork” to school herself)
• Don’t be afraid to ask questions, make the most of mentors
• Research the market and look at other business models
• There is a government tax relief scheme (SEIS) to help investors
• Build a strong pitch deck with at least a three-year (preferably five) projection; explain your business succinctly but assume no prior knowledge on the part of investors
• When you have no business history, no evidence of transactions, it will be harder to raise money because everything is based on estimates; on the other hand, the next time round you will have to justify  your track record and your position
• Try to be choosy and select investors who really believe in you
• Accept failures and learn from them; be transparent with your investors, as no business is perfect and this will gain their respect
• Don’t waste mental energy on worrying about their risk; this is something they have taken on themselves
• Always take confidence from remembering that you are the expert in what you do

If you'd like to contact Daisy you can reach her on Instagram @thedecklondon_

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I hear from Ed Lee, founder & director of investment and consultancy firm Bowbridge Capital.  Ed and his team work alongside business owners to implement growth strategies, build infrastructure, deliver efficiencies and embrace technology, whilst also working closely with them through funding rounds, growth capital and, ultimately, exit.

With Sifted reporting that the pre-series A investment deal number has hit a 3-year low, Ed shares timely advice on where to begin when valuing your business for investment as well as how the recent market changes have changed everything for founders. 

Ed’s advice:

• When you are looking for investment, you need to have at your fingertips:
  • Your business plan
  • Your strategy
  • Your historical numbers
  • Pre-empt the due diligence question
  • Understand the market you are in
  • Have pre-prepared responses
• You need to instil confidence and not lose momentum, so be quick to provide information
• If you’re not sure what you need to know, get involved in networks to learn what you need to learn
• Ask advice from people who’ve done it before and never be embarrassed to ask
• Don’t be wedded to a particular evaluation
• The reputation of your business, and the founder’s track record, will count
• Future cash flows and profits will be taken into account
• Remember that the enterprise value is different from the equity value (which may be affected by debts)
• Try to have 18 months ‘cash runway’ - ie you are covered for 18 months.  Sharp investors may try to run the clock down on you and delay until you are seriously short of capital, thus in a weak position

If you'd like to contact Ed you can reach him on ed@bowbridge.co.uk

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak with Jo Fairley, co-founder of the renowned chocolate company Green & Blacks. Jo co-founded the business in 1991 with her partner, Craig Sams, to create the world’s first organic chocolate and the UK’s first Fairtrade-marked product. In recognition of her entrepreneurial talent, Jo received an Honorary Doctorate in Business Studies from Kingston University. 

Jo is one of the UK’s leading female entrepreneurs and has been an inspiration to me throughout my whole career, originally in PR and now as someone who has started a business, so I was thrilled to speak to her about her investment experience and hear her advice on key considerations around the timing of raising investment. 

Jo’s advice: 

• If your business grows quickly you may find your cash flow restricted so you will need investment
• If you are lucky, you may be able to play one potential investor off against another
• Avoid being in a situation where you are tempted to take the ‘wrong money’ because you are under pressure
• You may need to keep your day job to finance growth
• Be prepared for investors to want to investigate every area of your business: your contracts, your financial details, your social media history - they will want to see every detail
• Finding the right investor can be a full-time job
• You must decide how much equity to give away; keep this as minimal as possible
• Be aware that with an investor, you lose power and autonomy
• Consider crowd-funding as a source of revenue, rather than finding a single investor
• Be mentally fit for this challenge - your well-being is vital for your whole business

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak with Francesca Smith, founder of Frankie’s: a membership for businesswomen that helps them connect, collaborate and engage with finance. As an experienced strategic financial planner, Francesca is passionate about increasing the amount of investment provided to female founders by equipping them with the confidence they need to grow their businesses and demonstrate their value. 

With many founders wondering what to do first when pursuing investors, Frankie shares her advice on how to leverage your existing network, how to identify the right investors and why ‘people first’ is the best approach. 

Frankie’s advice:

• Always aim to meet people naturally, by networking or joining a club
• Be open to building a relationship through friendly conversation, sharing possible common ground.  Be interested, rather than interesting!
• Make sure you follow up promptly
• It’s not just about the financial investment, it’s about bringing on board someone who can contribute - so look for gaps in your skill sets and consider areas where you might need help
• Never be afraid to reach out and ask for help
• LinkedIn and free events can be a useful way to meet the right people
• Make sure your message is clear and concise and that you have a well-defined business plan
• Be conscious of how much of your business you are prepared to give away to an investor; don’t be over-eager to surrender too much in the early days
• Always look at the investors’ track record
• While you need someone on your wavelength who understands your aims, you also need someone who will challenge you and sometimes disagree with you
• The best approach on meeting someone is to find common ground - or appeal to their imagination
• Anticipate that finding the right investment could take a year and many pitches, so be tenacious
• Always trust your instincts; you need someone you know/trust/understand, who knows/trusts/understands you in return
• Finally, it’s about the people first, then the money

Frankie has some great starter kits available too.
If you’d like to contact Frankie you can reach her via info@frankies.uk.net

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. 

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, I speak with the founder of the eponymous fashion brand Aoife McNamara who has always placed transparency at the centre of her business.  In contrast to fast fashion brands, she prioritises quality over quantity and encourages customers to care for their garments to make them last. 

Aoife shares advice on building an environmentally transparent fashion business and how important transparency and sustainability are to customers. 

Aoife’s advice: 

• Sustainability means putting the planet, people and local materials first
• Believe in: earth logic not growth logic
• Have your “why” foremost in your mind and if you believe in this it will help you take the more difficult route
• Be curious; have mentors/ a board of advisors; network; take courses; go to talks
• Never be ashamed to ask
• Internship is a useful way to learn an industry
• When making decisions on sustainability you need to show responsibility
• Supply chain transparency is vital; be honest with your customers (in fashion this means being honest about the fabric, the makers of the garment, its origin)
• Educate your consumers,  not to make a profit from them but for the sake of doing it
• Make each item you create as good as it can possibly be
• You will never be perfect but as long as you try that’s the main thing

If you'd like to contact Aoife, you can reach her via aoife@aoifemcnamara.com or @aoife_ireland

FF&M enables you to own your own PR. We also offer podcast production services.

Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show