A behind-the-scenes look at how a simple idea born from a real need grew into a brand that transformed a category. From having a viable idea to taking on an established market with a scalable, purpose-led brand, Making Business Child's Play reveals what it takes to be a successful challenger in Fast Moving Consumer Goods (FMCG). Told with warmth, clarity and real-world examples, Joanna Jensen shares the journey, decision-making process, setbacks and turning points that defined the early years of Childs Farm, the UK's leading baby & child personal care brand. If you have a great business idea but feel daunted by the idea of bringing it to life, this book will show you what's possible and how to get there.
A behind-the-scenes look at how a simple idea born from a real need grew into a brand that transformed a category. From having a viable idea to taking on an established market with a scalable, purpose-led brand, Making Business Child's Play reveals what it takes to be a successful challenger in Fast Moving Consumer Goods (FMCG). Told with warmth, clarity and real-world examples, Joanna Jensen shares the journey, decision-making process, setbacks and turning points that defined the early years of Childs Farm, the UK's leading baby & child personal care brand. If you have a great business idea but feel daunted by the idea of bringing it to life, this book will show you what's possible and how to get there.
Über den Autor
Joanna Jensen founded the UK's multi award-winning baby and child personal care brand. She is passionate about SMEs, is a prolific angel investor and a regular contributor to media outlets including The Sunday Times, City AM and Radio 5 Live. She sits on the Angel Investing Committee for the UK Governments Invest in Women Task Force, the advisory board of leading female-founder consumer initiative Buy Women Built and is a mentor with Imperial Mentoring Service at Imperial College London. Joanna Chairs both the Enterprise Investment Scheme Association (EISA), the trade body for the UK's tax efficient investment scheme, and the philanthropic arm of Paralympics GB, The Parallel Club. She lives in Marlborough, UK.
Inhaltsverzeichnis
Section - 00: Introduction; Section - ONE: Getting started; Chapter - 01: My entrepreneurial journey and qualities of an entrepreneur; Chapter - 02: Finding, assessing and developing your idea; Chapter - 03: Know your consumer, know your consumer, know your consumer; Chapter - 04: Creating an authentic brand; Chapter - 05: Seven elements that make an outstanding brand; Chapter - 06: Protecting your brand; Section - TWO: From prototype to production line; Chapter - 07: Testing and learning; Chapter - 08: Setting up a website; Chapter - 09: Finding and appointing a manufacturer; Chapter - 10: Logistics; Chapter - 11: Legal contracts 101; Section - THREE: Building a business plan; Chapter - 12: Know your stuff!; Chapter - 13: Sales plan, forecast and margin; Chapter - 14: Financials and cash; Chapter - 15: Supply chain and stock management; Chapter - 16: The marketing plan; Chapter - 17: Afterword; Chapter - 18: Contributor biographies; Chapter - 19: A Little Black Book of invaluable contacts; Chapter - 20: Glossary;
