How To Start Up by FF&M

As a workplace stress and burnout prevention consultant, Nina Nesdoly, Nina shares her advice on maintaining a work/life balance, identifying stress triggers and techniques for relieving stress. 

If you’d like to contact Nina, you can reach her at [email protected]

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

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

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In this episode, I’m joined by Broadcaster & Mental Health Ambassador, Matt Johnson for a grounded, practical conversation about letting go of archetypes and expectations and instead getting honest about who you are, where your patterns come from, and how to forgive yourself and start again with intention. 

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 [email protected] 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

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Hamish Mackay-Lewis shares his advice on how to understand your imposter syndrome, explains why it is actually an experience rather than a syndrome and some simple things you as a founder can do to manage those sometimes sabotaging thoughts that can come into your head when going out on your own. 

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 [email protected]

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 [email protected] or DM us on instagram @fallowfieldmason. 

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

Support the show

As the year draws to a close, many founders feel exhausted, overwhelmed, and stretched thin - while being told to relax, be festive, and switch off, but it isn't always possible. 

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.

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

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Today’s episode of How To Start Up dives into the reality of building a business from the ground up or bootstrap, so without investors, without a big marketing budget, and without a safety net. Joining us is Aimee Connolly, Founder and CEO of Sculpted by Aimee and Sculpted: The Academy, the global beauty brand she launched at just 23 in 2016 using the €10,000 she saved from her part-time job.

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 [email protected] 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

Today we’re joined by the brilliant Michelle Pughe-Parry de Klerk, founder of The Women’s Chapter, the UK’s first network for women in business to achieve B Corp certification.

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 [email protected] 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

In today’s episode, we’re joined by Siff Haider one part of the co-founders due behind Arrae - the wellness brand that’s redefining the supplement space with elegant, effective, natural solutions for issues like bloating, anxiety and sleep. Since launching in 2020, Arrae has gained a cult following thanks to its minimalist aesthetic, loyal community, and commitment to solving real, everyday problems - all while standing out in a saturated and often sceptical market.

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 [email protected] 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

In today’s episode, we’re joined by Ella McKay, founder of FATSO, the unapologetically bold, brilliant and beautiful chocolate brand shaking up the confectionery world.

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 [email protected] 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

In today’s episode, we’re joined by Candace Bertram, founder of Studio88, a fast-growing Pilates community in Birmingham. After opening her first Reformer Pilates studio in November 2024, she expanded just six months later with a second location in Hall Green.

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 [email protected] 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

In today’s episode, we’re joined by Jianne Jamil, founder of DIOME, a premium supplement brand developing science-backed formulas to support the demands of modern life. Inspired by her mother’s decades-long struggle with prescription sleep medication, she set out to create effective, natural alternatives without the negative side effects. Before founding DIOME, Jianne built her career in the luxury beauty industry across New York, Paris, and London with La Mer, Tom Ford and Bobbi Brown. DIOME launched with Rested, an award-winning doctor-formulated, sleep supplement developed with her expert scientific team, including naturopath Emilie Delanoue and medical doctor Dr. Jencikova.

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 [email protected] 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