How To Start Up by FF&M

Welcome to How To Start Up, the podcast for anyone looking to start & scale their own business. I'm Juliet Fallowfield & today we’re discussing viral marketing with Lucie Macleod, founder of the TikTok sensation, Hair Syrup.

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 [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

Building a direct-to-consumer (DTC) brand offers an incredible opportunity to connect with customers and foster long-term brand loyalty. But while the rewards can be significant, so too are the challenges and barriers to entry. That’s why I wanted to speak with someone who has successfully navigated this journey for our season focus on sales.

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 [email protected] 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

Support the show

PWC reports that over 80% of consumers are willing to pay higher prices for sustainably produced goods so environmental responsibility is clearly a lucrative business as well as being the right thing to do. 

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 [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

Starting a business is a huge effort, but scaling it to new heights takes a great deal of skill. So, I wanted to hear from a serial founder who has not only grown and scaled a multi-million-pound business, but also decided to start from scratch and do it again.

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

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

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

When it comes to bringing a product to market, there are lots of aspects to consider before it reaches the shelves. 

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 [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

As any founder needs to conquer their fear of sales I wanted to interview a founder who rapidly grew a new sector. 

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 [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

How to generate sales overseas?

With only 11.9% of UK SMEs exporting their goods & services internationally, more support is needed to help businesses scale overseas. So, I wanted to hear from a founder who has generated millions in international sales. 

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 [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

Thank you for joining us for How To Start Up’s first panel event & first live recording of the podcast!  

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 [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

Selling any product is a skill but selling a product with a luxury price tag is a nuanced skill. As this season is focused on sales I wanted to interview people with experience in differentiating their product in a crowded market & find out how they managed to sell it.

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 [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

PureGym reports that 66% of Britons don’t believe they look after their health as much as they should. Since good health is key to being productive, I wanted to hear from an expert about how founders can use fitness to boost their productivity. 

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 [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