When a founder is starting a business, they know that at some point they're going to have to tell other people what they’re doing and why, in order to reach their prospective clients and customers.  Word of mouth is key.  However, to reach further afield, marketing and communications will strengthen the launch, brand building and SEO.  As part of the marketing mix, I find that PR is often considered but rarely embraced to its full potential - and often left to the last minute when it is too late.  

I started Fallow, Field & Mason in order to combat the wariness that founders have of PR, coach them to own the function in-house and help them to understand what value it can bring to their search result rankings.  As this mini-series is a more practical ‘how to’ it felt like the right place to speak about my day job, so I invited a fellow PR professional to discuss the topic. 

In this episode I chat to Katya Zemtsova who runs her own marketing, media relations and project management company, Elephant, who set up and develop businesses in Russia, the CIS and the UK.  She shares insights on why storytelling is so important and how it can support SEO, as well as common mistakes and misunderstandings business owners are guilty of when it comes to PR.

Katya’s advice: 

• PR, or public relations, already exists in all of your communications, it is simply spreading public awareness, so your word of mouth is also considered as PR
• Words matter, they feed search engines (SEO)
• Securing editorial content can not only build brand awareness but feed your search rankings 
• When starting out, use a professional copywriter to deliver high quality text as the written word is key
• Remember to take into account lead times for the press, and think ahead with a three month lead time as a minimum 
• Public Relations is the means to secure editorial (not advertising!) in publications, however it is also speaker opportunities, awards, newsletters etc. too
• Founders are always the best storytellers where their own brand is concerned so it is best to embrace this and conquer your fear of speaking to the press 
• Ensure you know how best to approach the press, when and with the right messaging 
• Be strategic in your approach with the media, make sure the publications are of high quality so when you’re searched, you’re affiliated with the right environment for your business 
• Be patient; it takes time to build relationships plus the press need time to research, write and pitch to their editors too

You can reach Katya via [email protected] 

Head over to Speakpipe to leave your voice note for future guests too.
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.

Recorded, edited & published by Juliet Fallowfield, 2021 founder of PR for startups advisory Fallow, Field

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As this mini-series is a more practical ‘how to’ I wanted to speak to an experienced investor to help understand not only the jargon surrounding this area but key points to consider when seeking investment as a startup. 

In this episode we hear from Costas Kalisperas, founder of In Tune Executive Coaching.  Costas is well placed to talk on this given his extensive and diverse advisory experience across law, investment banking, private equity as well as angel investing.  He now helps executives reach their next set of goals and ambitions through his executive coaching company.  Please don't hesitate to contact Coastas: [email protected]

Costas’ advice: 

• When looking for investors, a starting point can be friends/family or crowdfunding
• There are ‘angel’ lists and associations of individuals with capital too
• A unicorn is a privately-owned startup valued at £1 billion or more
• Enterprise Investment Scheme (EIS) offers tax incentives to high net worth individuals to invest in smaller businesses
• When looking for investment, if you are a product-based enterprise you need a minimum viable product (MVP) or prototype to show what you can do.  If you are a service-based enterprise, you will need a website and evidence of experience in the field.  Either way, assess the minimum amount you need to be able to show an investor what you can do.
  • Be clear about your proposition and why your experience qualifies you
  • Pre-empt the obvious questions and demonstrate how you are better than your competitors
• The main thing when looking for an investor is finding someone you can trust: focus on the individual, not the company. Look for accreditation in your advisors as much as in your investors
• Try to assess where you’ll rank in their portfolio; better to be part of a smaller portfolio because you will benefit from more attention
• Think hard about what fees you will be charged / how much equity in your company they will want / how much control they will want
• Concentrate on the immediate steps while keeping faith with your long-term vision, prioritise customer acquisition above all
• Always learn from your experience and be humble enough to pivot in order to build
• Bear in mind the reason most startups fail is not because they are a bad idea, but simply because they have run out of capital.  Think ahead about funding
• Start building networks and relationships with people who take an interest in your business long before you may need to raise capital
• Remember accepting investment is a moral responsibility

Head over to Speakpipe to leave your voice note for future guests too.

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.

Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason
Edited by Emma Dewhurst and recorded, edited

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As this mini-series is a more practical ‘how to’, I wanted to speak to someone who has a great deal of experience in creating an ethical and sustainable business.  In this episode, we hear from artist jeweller Ute Decker who simultaneously started her eponymous brand creating unique and limited edition sculptural jewellery, while researching and sharing what she had discovered around creating an ethical company.  This research culminated into a site now run by the Incorporation of Goldsmiths called Ethical Making.

For someone thinking of starting up a company with ethical credentials, Ute makes some very strong points.  She explains that terms like ‘sustainable’ and ‘responsibly sourced’ are overworked terms and are not necessarily truthful.  She emphasises that, to be ethical, we must start by being truthful and accurate in what we claim.

Ute’s advice:

• Set up the company right from the start with a view to sustainability
• Start by looking at the ethical consumer
• Always be specific and precise in what you claim, otherwise it’s meaningless
• Be truthful: avoid “greenwash”, ie. claims that can’t be substantiated
• “Fairtrade” (whatever product it applies to) is a protected term, as is “environmentally friendly” (whereas “sustainable” and “ethical” are often misused)
• Choose a green energy supplier from the start (rather than promising to offset the carbon footprint)
• Choose green banking
• Check out the Social Development Goals of the United Nations, and EthicalMaking.org
• Look at what the big corporations are doing in this area
• Always consider the unintended consequences of your decisions
• Know your sources and check the certifications
• Being “sustainable” can never be perfectly realised; but you can work towards it
• Giving a percentage to charity does not compensate for unsustainable practices
• Remember the consumer is powerful and will ask questions

Ethical Metal Smith 
Chicago Responsible Jewellery Conference.com
Jewellery Industry Summit
Art Initiatives
B Corp

You can contact Ute via Instagram, Facebook or Twitter and [email protected]

Head over to Speakpipe to leave your voice note for future guests too.
Links:

• LastPass the password-keeping site. 
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva for creating all the social media assets

Thank you for listening.  I would be delighted if you could rate, review and share this podcast as it helps others find it.
Hosted by Juliet Fallowfield,  Fallow, Field & Mason
Edited by Emma Dewhurst. Recorded, edited & published b

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Starting a company can be a daunting challenge and many people have a fear around 'I don't know what I don't know'.  In this episode of the mini-series of HSTU we cover the legalities of starting a company with Helen Gerrard who left her career as a city lawyer for the French Alps where she now continues her legal work as a partner for Ignition, a law firm that specialises in supporting startups and their growth, and also co-founded SnowDrone with her husband. 

Helen shares advice on how and when new founders should approach the legalities of starting a company and that with the right support it isn’t daunting. I was really keen to speak to Helen as she is not only a lawyer supporting startups but an entrepreneur herself.  In addition, she has mastered the work-life balance, a good example of which is using time on ski lifts for her conference calls. 

Helen's advice: 

• Obtain legal advice asap when setting up a company, as it can be expensive & time-consuming to rectify mistakes
• When you are a director of a company, remember you have fiduciary duties towards the company
• Information at Companies House needs to be correct from both the accounting and legal perspectives 
• You may well need help managing legal aspects like the Confirmation Statement 
• Rather than simply use the Model Articles allocated by Companies House, it may be better to have a lawyer create bespoke Articles of Association for your company
• A lawyer can help streamline the complicated preemption process when issuing shares through equity
• Employees can be incentivised with a series of milestones and targets culminating perhaps in share options
• Manage your share capital by starting with a small nominal amount per share
• As soon as you can, put a shareholders’ agreement in place 
• You may need professional help drafting documents, for example board minutes
• Look for a law firm regulated by SRA which has insurance and professional indemnity cover.  Also seek out lawyers who have an understanding of your business
• Your budget will obviously vary according to your needs: you may need a template of a non-disclosure agreement / articles of association / shareholders’ agreement / corporate authorisations / a template of an employment agreement which includes an IP assignment
• Plan to devote some time every month to look ahead at your legal needs

Head over to Speakpipe to leave your voice note for future guests too.
Links:

• LastPass the password-keeping site. 
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva for creating all the social media assets

Thank you for listening.  I would also be delighted if you could rate, review and share this podcast with anyone else who may be starting a company as it helps other people find it. Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason, How To Start Up hopes to bring you confidence, encouragement & reassurance that you’re on the right track. Edited by Emma Dewhurst. Recorded, edited & published by Juliet Fallowfie

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

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The one piece of advice every How To Start Up guest has shared unanimously is to find a good accountant.  In this episode, we hear from Chartered Accountant Laurie Borlace on what founders should consider when starting a business from an accounting perspective and what to ask accountants when trying to find the right one for their business.

Laurie qualified with the Institute of Chartered Accountants in England & Wales and has over 12 years of experience.  Full disclosure:  Laurie is Fallow, Field & Mason’s accountant and I can highly recommend his firm RedBrick Accounting, as they specialise in startups, SME’s and contractors.  Laurie has built his business through referrals and personal recommendations so has no need for a website however you'll be able to contact him via: [email protected]

Laurie's advice:

• Be sure you can finance yourself when starting out
• If you’re not good on personal finances, then you will definitely need an accountant to support you
• Know your numbers inside out when you are planning
• Remember an accountant will deal with the admin, so you have more time to grow your business and add value
• An accountant will need to know all the details about your revenue, expenses, strategy & vision for the business
• It’s probably wise to choose a Chartered Accountant (who will be properly insured)
• Having an accountant will give you peace of mind as he/she will examine everything in detail and make sure you comply with all HMRC’s requirements
• When you’re budgeting, remember to include your wage, tax and accountant's fee
• Be aware of regulatory dates e.g. when your financial year is, or that tax is due nine months after the end of your accounting year
• Self-assessment means that the first year, you pay tax in arrears, but from then on tax must be paid in advance, which makes the end of the first year expensive
• Finally, believe in yourself

N.B. Since the interview, the higher rate tax threshold has risen to £50,270 for 2021-22.

A brief summary of the different types of legal setup and how it can affect tax/NI
Head over to Speakpipe to leave your voice note for future guests too.

Links:

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

Thank you for listening.  I would also be delighted if you could rate, review and share this podcast with anyone else who may be starting a company as it helps other people find it. Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason, How To Start Up hopes to bring you confidence, encouragement & reassurance that you’re on the right track.

Edited by Emma Dewhurst. Recorded, edited & published by Juliet Fallowfi

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

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In this episode we hear from Liza Urla, business consultant, founder of jewellery destination GEMOLOGUE and author of the book GEMOLOGUE: Street Jewellery Styles & Styling Tips. Liza left her management consulting career to start her business in 2009 when she saw an opportunity for jewellery to be shared digitally and hasn’t looked back. Her current GEM business world includes GEM Kreatives, GEM Photo School and GEM Maison and the Financial Times, among other publications, has written about her as a jewellery influencer and blogger. 

Liza shares advice on time management and the need to stay on top of new trends; she emphasises the importance of understanding many different areas of business simultaneously but also how to keep on top of that too.  

Liza’s advice:

• Decide at the start whether you are the right partner for yourself, or whether you need to partner up with someone
• At the beginning, focus on what is most important to the business
• Make friends: keep talking to others, and listen to honest feedback with an open mind
• Make time to learn from others and develop new relationships
• Stay on top of new trends: remember you need to be able to manage many different aspects of business
• When it comes to time management, a personal daily list of priorities is a great help or a tool such as https://quire.io
• Enjoy learning: before you outsource, teach yourself how a thing is done
• When it comes to pricing, place a value on your time/knowledge/experience
• When you are considering new business, be open to the possibility that it is NOT for you
• Stay true to your instincts and allow yourself to work on what you love
• Remember some failure is essential and you will learn from it
• Take care to handle social media with caution
• Enjoy the process of problem-solving
• Structure your day and use your most productive time of day to advantage

Liza can be contacted via [email protected] as well as Instagram:
Gemologue, GEMKreatives, GEMphotoshcool, JewelleryCuration

Head over to Speakpipe to leave your voice note for future guests too.

Links:

• 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.

Thank you for listening.  I would also be delighted if you could rate, review and share this podcast with anyone else who may be starting a company as it helps other people find it. Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason, How To Start Up hopes to bring you confidence, encouragement and reassurance that you’re on the right track.

Edited by Emma Dewhurst and recorded, edited & published by J

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 we hear from Brett Putter who believes that the culture of a company is crucial to its success.  He calls it the missing link.  Brett is an expert in  this field and is consulted by global companies and leaders to help design, develop and build high-performing cultures.   

Brett shares advice on when to start working on your own company’s culture, why to consider building your company with a remote first mindset and why finding support and structure in the day to day is crucial. 

Brett is the CEO of CultureGene , a culture leadership software and services platform.  In 2018 he published his first book, Culture Decks Decoded and his second book Own Your Culture: How to Define, Embed and Manage your Company Culture in September 2020.

Advice:

• Research your chosen field as thoroughly as you can; become not just an expert, but THE expert
• Demonstrate your knowledge so that you become completely trusted
• Don’t be too hard on yourself, remember your successes
• In order to adapt to the pandemic, build with a remote-first mindset
• Be patient
• Sell as enthusiastically as you can
• Value your mistakes as good experience
• Get the rhythm right between work and family
• Be structured, to get the most out of your day
• Treat every short-term relationship as if it’s going to be a long-term one
• Most important: install company culture into your business from the very start

Brett can be contacted on [email protected]  or via his website 

Head over to Speakpipe to leave your voice note for future guests too.

Links:

• LastPass the password keeping site that syncs between devices. 
• Google Workspace is brilliant for small businesses
• I use Buzzsprout podcast 'how to' & hosting directory to create this podcast series as well as their super simple hosting platform.
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

Thank you for listening.  I would also be delighted if you could rate, review and share this podcast with anyone else who may be starting a company as it helps other people find it. Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason, How To Start Up hopes to bring you confidence, encouragement and reassurance that you’re on the right track.

Edited by Emma Dewhurst. Recorded, edited and published by Juliet Fallowfield in 2021. 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 we hear from Martine Thomassen who through studying how to be an entrepreneur in her education years, gained the foundations to then launch her own business when she was ready.  Having been a digital marketer as well as an artist, she has now launched her own coaching business specialising in helping female entrepreneurs overcome their limiting beliefs, which is just one area among many that she helps clients to conquer. 

Martine talks through the differences between mentors and coaches, how to work with that inner critic that can sometimes do so much damage in our every day and how to really master personal energy levels. 

Martine’s advice: 

• Try!  You fail in advance if you don’t try
• Recognise and acknowledge your feelings, then choose to think more empowering thoughts that will serve you better
• Remember that enthusiasm will show, just as negativity will
• Win or learn, failure can be instructive and useful
• Pay attention to your feelings and care for them; they need to be looked after
• Take proper time off and have complete breaks from work
• Keep learning - listen to podcasts can be inspirational while you exercise or do any task
• Schedule your time and consciously focus on income-producing work
• Believe in yourself, in your client, in your product - if you don’t, you won’t be convincing when it comes to pricing
• If you are female, organise your work around your cycle and those weeks when you have more energy
• Recognise your achievements, congratulate yourself even on the small wins
• Self-trust, keep your word to yourself - if you trust yourself this will in turn boost your self-confidence
• Surround yourself with like-minded people as well as those who are one step ahead to help support you

If you’d like to contact Martine, she can be reach via her website or [email protected] as well as Intagram or her podcast.

Head over to Speakpipe to leave your voice note for future FF&M guests too.

Links:

• LastPass the password keeping site that syncs between devices. 
• Google Workspace is brilliant for small businesses
• I use Buzzsprout podcast 'how to' & hosting directory to create this podcast series as well as their super simple hosting platform.
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

Thank you for listening.  I would also be delighted if you could rate, review and share this podcast with anyone else who may be starting a company as it helps other people find it.

Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason, How To Start Up hopes to bring you confidence, encouragement and reassurance that you’re on the right track.

Recorded and produced by Juliet Fallowfield, edited by Emma Dewhurst in  2021. 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 we hear from Lisa Song Sutton who is a successful entrepreneur, real estate investor, former Miss Nevada United States and former Congressional candidate for Nevada’s 4th District and has been named a Global Shaper by the World Economic Forum and a Top 10 Social Entrepreneur to Watch.

Lisa shares advice on how to manage your time properly, how hard work can out way talent in the long run and why not to talk yourself out just doing it!

Lisa’s advice: 

• Instead of worrying about whether you have the necessary talent, remember you have complete   control of your own work ethic and can work as hard as anybody
• You may feel more comfortable if you keep the day job until you are financially secure
• Be courageous and believe in yourself, especially when you’re a female founder.  Do not talk yourself out launching a company 
• Don’t take failures personally; keep pushing through as all failures will teach you too
• Trust your partners and your inner circle; build friendships with those who will become mentors. A mentor doesn’t have to be through an official program 
• Learn from your failures; use them to improve what you do and see them as a teachable moment
• Expect to work extremely hard when you start. Be disciplined and ok with this
• Accept that you are accountable and make sure you know every area of your company inside out
• Use all available technology and tools in order to help you streamline your processes 
• Schedule your time to use it efficiently, including your down time. It will help you be aware of where your time is being spent
• Don’t be afraid to ask for advice and to seek help

If you'd like to contact Lisa she can be reached  via LinkedIn or Instagram, Facebook or Twitter. Lisa's TED Talk link.

Head over to Speakpipe to leave your voice note for future FF&M guests too.

Links:

• LastPass the password keeping site that syncs between devices. 
• Google Workspace is brilliant for small businesses
• I use Buzzsprout podcast 'how to' & hosting directory to create this podcast series as well as their super simple hosting platform.
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

Thank you for listening.  I would also be delighted if you could rate, review and share this podcast with anyone else who may be starting a company as it helps other people find it. Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason, How To Start Up hopes to bring you confidence, encouragement and reassurance that you’re on the right track.

Recorded and produced by Juliet Fallowfield, edited by Emma Dewhurst in  2021. MUSIC CREDIT  Funk Game Loop by Kevin MacLeod.  Link &

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 we hear from Amanda McKenna who, as a former co-founder and Board Director of two self-started digital agencies, shares how feeling like she didn't belong in entrepreneurship affected her confidence, how people who don't fit the entrepreneurial stereotype will experience this more acutely and ways we can all tackle this head on.

In Amanda’s TED Talk she refers to the Allison Rose review and the extraordinary statistic that there are 1.1 million missing female-founded businesses in the U.K. That is £250 billion of value could be added to the economy if women started and scaled businesses to the same extent as men.  

Amanda’s advice:

• When you’re starting out, do the scariest thing; the sense of achievement will give you resilience and confidence
• Challenge yourself to write your business plan in detail
• Sound board with people who work differently to you
• When you make a business plan, plan for your own self-care in tandem
• Think early on about what you want to get out of this, for yourself
• Imposter syndrome is prevalent with entrepreneurs, plan how to manage this. Getting a coach could be a solution 
• Keep focussed on the bigger picture
• Always find time to talk to people in and around your sector for inspiration
• Make sure the people you employ share your beliefs and aims for the business
• Allow employees to be good at what they do; don’t try to control everything, give people space

If you'd like to contact Amanda she can be reached  via LinkedIn or on Twitter @AmandaMcKenna_

Head over to Speakpipe to leave your voice note for future guests too.
Links:

• LastPass the password keeping site that syncs between devices. 
• Google Workspace is brilliant for small businesses
• I use Buzzsprout podcast 'how to' & hosting directory to create this podcast series as well as their super simple hosting platform.
• Canva has proved invaluable for creating all the social media assets and audio bites.
• For contracts check out Law Depot.

Thank you for listening.  I would also be delighted if you could rate, review and share this podcast with anyone else who may be starting a company as it helps other people find it. Hosted by Juliet Fallowfield, founder of PR for startups advisory Fallow, Field & Mason, How To Start Up hopes to bring you confidence, encouragement and reassurance that you’re on the right track.

Recorded and produce by Juliet Fallowfield, edited by Emma Dewhurst in  2021.
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