Sep 02 2024 55 mins
Listen and learn from Joanna Jensen, the founder of Child's Farm!
This multi-award-winning natural skincare brand was founded (like 99% of businesses born to female founders) from Joanna's own need for something that didn't exist in the category at the time: a bath time solution for her child with medically diagnosed eczema.
Created in 2010, Childs Farm was the number-one brand in the category by 2019 (ahead of Johnson's Baby, Baby Dove, and Aveeno).
Joanna scaled the business to £20 million and decided the time was right to source additional funding for growth, but instead sold to PZ Cussons, which owns brands Imperial Leather, St Tropez and Carex.
She describes herself as a driven workaholic, but she is also a brilliant mentor and advocate of female founders and female-founded businesses. She is also an investor in some of the businesses we've had on the show, including Freya Bone Broth and Hunter and Gather (look for their episodes on the show page of your favourite podcast player)
During their chat, Joanna gives us many of what Fiona calls "those £500k ‘aha’ moments", including advice on margins, cash flow, when to hire and at what level, what to look for in your team, and more.
Fiona’s challenge - how do we all get to the point where we're clear that the solution we're offering doesn't exist out there? Then, we can enter any negotiation, whether with a buyer or an investor, and we feel just as confident as Joanna does.
By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION! You can now ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!
Useful links:
Seed Enterprise Investment Scheme
Stop It by comedian Bob Newhart
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You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.
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Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.