Joanna Jensen

Making Business Child's Play (eBook, ePUB)

How to Build a Winning Brand

• Format: ePub

Produktbeschreibung

A behind-the-scenes look at how a simple idea born from a real need grew into a successful brand that transformed its category.

Making Business Child's Play is your behind-the-scenes guide to building a purpose-led challenger brand that can take on even the most established names in FMCG. From product idea to market disruption, Joanna Jensen shares how she grew Childs Farm into the UK's leading baby and child personal care brand and what it really takes to do the same.

With honesty, clarity and practical detail, Jensen walks through the key decisions, pivotal moments and tough lessons that shaped her journey. You'll learn how to navigate setbacks, build a scalable brand and grow with purpose in a competitive market.

Whether you're launching your first product or scaling up with ambition, Making Business Child's Play shows how to turn your vision into a category-defining business.

Themes include: challenger brand strategy, FMCG entrepreneurship, brand purpose, market disruption, startup growth, founder resilience

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 256
• Erscheinungstermin: 3. September 2025
• Englisch
• ISBN-13: 9781398624597
• Artikelnr.: 75280309

Autorenporträt

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.

Inhaltsangabe

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;

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• • Chapter - 00: Introduction;
• Section - 01: Part One;
• • Chapter - 01: My journey, my story;
  • Chapter - 02: Finding and keeping your idea;
  • Chapter - 03: Know your customer, know your customer, know your customer;
  • Chapter - 04: Be authentic, or why apostrophes don't matter;
  • Chapter - 05: Branding gold dust (by Paul Yocum, Chief Growth and Marketing Officer, PZ Cussons);
  • Chapter - 06: Protect yourself; protect your brand;
  • Chapter - 07: Touch, feel and taste, or why you shouldn't get rushed off your feet;
  • Chapter - 08: It starts with a good brief - how to make things;
  • Chapter - 09: Literally getting from A to B or D2C;
  • Chapter - 10: Let's start at the very beginning and really know your stuff;
  • Chapter - 11: What's your margin and the imperfect art of forecasting;
  • Chapter - 12: Listen and repeat - 'why money matters';
  • Chapter - 13: Identifying the successful engine of any business - getting it in front of customers;
  • Chapter - 14: Joined at the hip and peas in a pod - marketing and selling;
  • Chapter - 15: Above it all, staying true and being resilient;