Inspiring, educating and celebrating grassroots businesses
THEWhyCO-CEO two heads are
better than one
Why parents need to prioritise sleep, now more than ever
Why PR is more than media coverage
Plus
ness i s u b r u o Y questionsd answere
IN CONVERSATION WITH Pepa González
ISSN 2754-8821
£5.00 WINTER isSue
5 Top tips to help you build a business around your kids
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Contents
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6 Get set for a happy, healthy winter While winter can be a challenging season for staying healthy, it can also be a lot of fun. There are so many things to do indoors and out, and with a bit of preparation, you can make sure you stay healthy all season long.
from competition to consumer feedback through social media platforms - managing a business is far from simple and entails immense pressure for whoever holds the CEO role.
on the cover
16 Interview with Lisa Carter Lisa Carter, CEO and Founder of Discussion Box, made waves in 2018 when she bootstrapped the new business to a turnover of £1.2 million just one year after its launch. In addition - her fashion jewellery brand NIKAO saw rapid success as well. We interviewed Lisa, an inspirational mother of three.
8 5 Top tips to help you build a business around your kids Juggling child-rearing duties and the desire to launch a business can overwhelm ambitious parents. Rest assured, though - with careful planning, there is potential for balance between career aspirations and quality family time! For those interested in becoming their own boss while still making ample room for precious moments spent together, Read how to get started. on the cover
10 In Conversation with Pepa González We interview Pepa González, an ambitious entrepreneur and proud mother of one, who has created a luxury childrenswear brand that celebrates the rich heritage look blended with strong roots in traditional British design. Pepa London is based in Belgravia’s Elizabeth Street, an exclusive shopping destination. 14 The Co-CEO: Why two heads are better than one Rebecca Oatley, Co-CEO of The Wilful Group, knows that success in today’s business environment requires the leadership and expertise of more than one head. With an ever-changing global landscape impacting most businesses,
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on the cover
19 Why parents need to prioritise sleep, now more than ever Sleep is essential to our health and wellbeing, yet many parents struggle to prioritise it. The demands of work, childcare, household tasks and leisure can mean that sleep takes a back seat. Charlotte Hillyard, an Infant Sleep Consultant shares why we need to prioritise our sleep. 22 Interview with Dav Sehra Dav Sehra, founder of the menswear brand Acre & Row and a Bedford resident, began his journey into fashion ten years ago when he interned for a denim design company while attending night school to hone his craft. Dav’s ambitions have continued to thrive, as you will read in this interview. 26 How to improve your financial wellbeing Running a business can be thrilling and rewarding, but there’s no denying that money-related stress is an ever-present reality. Unfortunately, evidence suggests this financial pressure doesn’t just affect our pockets—it can also impair physical, mental, and social wellbeing. Find out how you can improve your financial wellbeing.
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on the cover
28 Why PR is more than media coverag Think PR is just about getting a bit of press coverage for your business? Think again. Here, small business PR expert Pippa Goulden addresses some common myths about PR and shows us how it can be an effective tool for business growth when it’s done properly. 30 Interview with Rebecca Da Silva Lima & Dominique Hughes We interviewed Dominique Hughes and Rebecca Da Silva Lima have five children between them; they had a vision of creating the perfect changing bag for parents. With that dream in mind, Jem + Bea was born in 2015; this multiaward winning accessories brand took shape. on the cover
32 Your business questions answered Need expert advice to help you navigate the treacherous business terrain? Clare Morris, a renowned Business Support & Growth Adviser, Developer and Troubleshooter, is at your service. She listens carefully to understand what’s happening (or not). Clare answers your questions.
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36 Is your employer brand affecting your recruitment and retention? To get ahead as an employer in this competitive landscape, it’s essential you stand out with your branding; creating one tailored for success can help ensure you attract top talent who fit into your business. Tutu Popoola, the Director and Lead Consultant at Sleek HR, advises how your business can stand out. 38 Pivoting your business in challenging times With the current economic situation, many businesses are struggling to stay afloat. It can be difficult to navigate these challenging times, but there are strategies you can use to pivot your business and make it successful. Here is an overview of how you can pivot your business in challenging times. 40 Book review Discover the best business books for your success with Shona’s book reviews! Check out her review of Alex Mars’ Mission Possible – an insightful journey into how businesses can reach their fullest potential.
34 My journey from engineering to fashion Karen O’Brien, the creative force behind Taffy Tots Clothing, has crafted an amazing selection of stylish outfits and accessories for babies through to toddlers. Combining her own custom designs with a focus on gender neutrality, she shares her journey.
Disclaimer Views expressed in the articles are those strictly of the authors. Every effort is made to ensure that all information given is correct but Parents in Biz limited accepts no liability for inaccuracies, errors or omissions that may occur or their consequences. This publication is copyright and may not be reproduced, stored or transmitted in any form without written permission from the publisher. Copyright includes (and not limited to) the content syndication of the RSS feed of this publication. The content and images used in any of the articles of this publication. The Parents in Business Magazine logo and any of its derivatives.
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Contributors
Meet the people who have taken part in the creation of this issue
Our trusted panel of contributors give you essential advice on everything from PR to wellbeing and finance. SHONA CHAMBERS, MARKETING CONSULTANT Shona Chambers is a Marketing Consultant and owner of Shona Chambers Marketing, a Marketing Agency based in Nunhead near Peckham. Specialising in helping Small Business Owners and Freelancers with their Marketing. *Photo credit Portrayed Photography www.shonachambersmarketing.co.uk PIPPA GOULDEN, THE PR SET Pippa Goulden is the founder of The PR Set, offering a flexible approach to PR for small businesses, entrepreneurs and innovators. She has a DIY PR membership to teach you how to do PR for your own business, as well as working 1-2-1 with clients. www.theprset.com CHARLOTTE HILLYARD, INFANT SLEEP CONSULTANT AND FOUNDER OF ‘THE GIFT OF SLEEP’ Charlotte Hillyard is an Infant Sleep Consultant and founder of ‘The Gift of Sleep’ and is passionate about helping families improve their little ones’ sleep. Based in Essex, Charlotte helps families via her 1-2-1 support package services, Sleep Clinic sessions and with the Mind charity, supporting mums on their local programme ‘Mums Matter’. www.thegiftofsleep.uk CLARE MORRIS, FOUNDER OF CM RESOURCE Creating, refreshing, or enhancing your business model. Clare shares business growth ideas and strategies for new, developing, and established businesses. She can help you innovate, evolve and love what you do. www.cmresource.co.uk SIMON PAINE, CEO OF THE REBEL SCHOOL Simon Paine is the CEO of The Rebel School (formerly Pop-Up Business School), which he founded with Alan Donegan in 2012. As well as helping start-ups realise their business dreams, he has coached, trained and facilitated senior leaders from some of the world’s most famous companies, including Microsoft, British Airways, and Thomson Reuter. www.therebelschool.com LUCY PATEL, BANT REGISTERED NUTRITIONIST Lucy is a BANT Registered Nutritionist and specialises in chronic stress, perimenopause and hormone imbalance conditions. As a busy working Mum and business owner, she understands how living a healthy lifestyle when you are ruled by your to-do list can be very challenging. www.lucypatelnutrition.co.uk TUTU POPOOLA, FOUNDER & LEAD CONSULTANT OF SLEEK HR Tutu Popoola is the Founder & Lead Consultant of Sleek HR, an outsourced HR & Diversity, Equity & Inclusion consultancy for creative businesses in the UK. She is an Accredited Member of HR Independents and Member of the Chartered Institute of Personnel and Development (CIPD) www.sleekhr.co.uk IAN RICHARDS, FOUNDER OF WORK TO LIVE FINANCIAL PLANNING Work to Live Financial Planning specialise in helping parents take control of their financial future, helping you make the right decisions at the right time about spending, saving and investing your money. They focus on helping you balance living a great life now with preparing for the future. www.worktolivefinancialplanning.com
JANUARY 2023
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5 Top tips to help you build a business around your kids
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s a parent balancing your need for income (and adult time!) and spending precious time with your kids can be a constant struggle. Add in a desire to run your own business, and you could be looking at a recipe for burnout! But, as many of you have proved, it doesn’t have to be that way. Running your own business can provide the flexibility you’re looking for to make money while spending as much time with your kids as possible. So how do you get started?
ONE
Keep it simple Most people get stuck thinking they need to be the next Karen Brady or Richard Branson to start a business. It’s not true. Look at your past skills, your hobbies or things you find frustrating to find a simple product or service that you can sell and start your business as a mini-experiment. A mini-experiment takes the pressure off and allows you to try out ideas in a low cost and low risk way before you decide to invest more time and energy into an idea.
TWO
Be fully present As a parent, you’re probably going to be time poor and figuring out how to work on your business in between your parenting responsibilities of chef, head of entertainment, head of family finance, head of toilet activities and general clearer upper of all things spilled. It can be tempting to try to multitask – sending emails while half watching their ballet lesson or helping them with their art homework while on a call, but you usually get caught out or write something random in the email. Our brains just aren’t wired for multitasking! Instead, see if you can figure out which moments of the day you are able to fully immerse in your business versus which moments you’ll be fully present with your children. Be considerate with your time, so you can focus with a clear head - even if it’s just for half an hour or an hour a day. Be kind to yourself, take small, consistent steps and build the business at the pace that fits with your family.
THREE
Work smarter, not harder Being a parent means you don’t have time for fluff! Think of the products, services and activities that will positively impact your well-being and your cash situation. What ideas will shift the needle the most? What would fill your heart with happiness if you could spend your time doing it?
FIVE
Your secret weapon: other parents Through Nursery, parent toddler groups and schools, you will have access to several hundred parents through text messages, WhatsApp groups, children’s parties, school events, and even standing at the school gate chatting. If you haven’t done so already, start making friends, being visible and getting known because they are the people you’re interacting with regularly and, therefore, the ones most likely to buy what you’re selling.
Focus on one kind of product or service idea first. That will tell you who your target audience will be, and then you can take as much action as possible to reach them and start selling. Learning sales skills and asking for money are one of the key things to learn when you’re starting a business.
FOUR
Borrow, barter and get stuff for free As a parent myself, I know the speed at which having children disintegrates your available cash reserves. Back to that mini-experiment, it can take a few goes at getting a business right, so spending as little money as possible is going to empower you. Let’s you find out If you’re going to like it and if it’s going to work for free before you invest any money. You can build a brilliant website for free (www.Wix.com). You can get free business cards and free printing if you look for the offers. You can use social media for free. You can try to borrow or barter what you can’t get for free. Search sites like Facebook Marketplace or Freecycle for physical things, negotiate with independent venues to bring people in during their downtime or swap your skills with someone else to get what you need.
Zoe Chapman, the founder of KiddiWhizz, attended a Rebel Business School course in 2020. She promptly put all these tips into action, and this is what happened: “When my son was little, I designed a portable toilet for children and always dreamed of seeing it for sale on the high street. I spent over two years learning about the world of e-commerce and building a network, but I lost money and I lost confidence. I knew that I’d gone wrong, but I didn’t know where, and was desperate to get proper guidance and advice to help me without flushing any more money down the toilet in doing it!” says Zoë Chapman, founder of KiddiWhizz. “2020 was looking like a write-off (for developing the business), but within days of attending the Rebel course, I’d utilised all the hard work I’d previously done and took a leap of faith. Within a month, I was holding my manufactured product and had formed a company with a clear vision.” As you can see from Zoë’s example, when you use your existing network and resources and take focused action, you can create a business that fits around your kids. It’s not always easy, but it’s no longer an either/or situation – you can do both! If you want help to turn your ideas into a business and get your new venture off the ground, join one of our free 2-week Rebel Business School courses. www.therebelschool.com/events
Simon Paine Co-founder and CEO of The Rebel School www.therebelschool.com
The Co-CEO: Why two heads are better than one
Rebecca Oatley, Co-CEO of The Wilful Group, reveals why two heads are better than one when running a successful small company. Being a CEO seems like an impressive role. Out at the front of the company, delivering the success of the business, developing and pursuing the strategic vision, and directing the evolution of the product, the people, the marketing, distribution and finance. It’s a big job. Now factor in recent and enormous changes to most British businesses. Take, for example, the global outlook (and competition) for most firms, environmental and social responsibilities, inflation, pressure from investors, the talent squeeze and the continuous feedback loop from customers through social media. Running a company has become so complex and the responsibilities so great that being a CEO is no longer a one person job.
T
hat’s possibly why a relatively new model is being pursued by many companies, including my own – that of the Co-CEO, a role that grew out of the tech industry and startup economies. The Co-CEO follows wisdom which says that two heads are better than one, and recent studies have shown that the performance of publicly listed companies with Co-CEOs in place delivered greater value for their shareholders than singularly directed firms.
A Co-CEO in an SME When 99.2% of British business is classified as SME or micro, is a Co-CEO possible in a smaller business? The answer is yes, but you must be open to giving up elements of your job and your business, to move it forwards into the future. It’s an alternative path to growth, but in the rapidly changing world that we find ourselves in, we must innovate to survive. The first change is to our day-to-day role and responsibilities. A Co-CEO could be the answer for many smaller firms that hit the inevitable challenge of not having enough hours in the day to drive growth plans. Bringing in a Co-CEO could unlock the time and strategic skill set needed to move your business forward. For years, I was a Founder of my own business. As Founders, we have a habit of micro-managing, running finance, thinking about client work, and finding new people, new offices and systems. It’s a constant juggling act. The day-to-day rarely gives enough time to look to tomorrow. In contrast, a CEO role, by its very nature, has a future focus, considering how to grow and overcome obstacles that prevent progression. Switching into a CEO role is a big change for a Founder, and there’s a risk of carrying on doing the day job and not thinking about tomorrow, particularly after having been an MD for so long. That’s where a move to a Co-CEO role comes into its own.
Divide and conquer to move forward faster My business partner, Narda Shirley, and I share the day-today responsibilities of running a business, but it’s definitely not a job share. As Co-CEOs, we have naturally gravitated to different parts of the business and ultimately played to our strengths. I moved towards people and culture, while Narda focused on delivering the best product. Immediately having someone who is your partner, enabling you to do what you enjoy, creates positive energy. This is an important initial step in the process.
Of course, there are challenges with being a Co-CEO. One is producing a clear definition of who is responsible for what. Now and again, there has been some confusion about who is owning a specific project or idea. Narda and I have known each other for long enough to have an open dialogue, and even if it has become a little heated a couple of times, we are forgiving because we are focused on the same goal and the best for Wilful. We are only a year old as a merged entity, joining our respective businesses. As entrepreneurs, we are both quite impatient when it comes to the speed of progress. With the merger, we had an expectation that the two companies would unite quickly, but the reality is that both founding companies have long-standing histories, and therefore cultures and working practices were different. There has been an unforeseen adjustment period in year one.
Creating a diverse and self-managed culture Our impatience has, in fact, created solutions. I have spearheaded new Group values. We have brought in a head of HR who has helped establish the employer brand, and we have run events to bring the two teams together as well as establish committees for everything from culture and fun, Corporate Social Responsibility and BCorp. By being Co-CEOs, we are each recognised for our individual experience and the expertise that we bring to the wider business, and we want to encourage others to develop their expertise and share in the same way. We are working hard to develop a self-managing culture in which we hire experts with every individual responsible and respected for what they bring and proud to share it. I suppose you could call it diversity of thought throughout the organisation.
Moral support is priceless Yes, there is the occasional difference of opinion, but this is far outweighed by having moral support and a coach to discuss problems and solutions. Having a peer mentor to feedback or hold me to account over something which isn’t right or not what we have agreed.
Alongside responsibility comes our skills as leaders. We both lead the business, but we have different leadership styles, and it’s important to find the right place within the organisation for that style. Narda is highly creative, visionary, connected and very smart. She creates opportunities and new ideas and initiatives for the team. She inspires. I focus on route and direction and share that plan with others, inspiring them to join the journey.
Having complementary personalities is a must. We must be content for one of us to be dominant in the organisation whilst the other supports, and then the next week, happy to step back. There is no place for hierarchy in any co-CEO relationship.
Dividing responsibility releases the time to move the business forwards, unearthing new opportunities, building awareness and new connections individually and together. Agree on the areas where you are progressing but share the ideas and opportunities with your partner.
At the end of the day, both CEOs are ultimately driven by the success of the business, which means looking after each other too. We’re both parents, and we recognise that giving ourselves time with family is important. We give each other permission for our individual wellbeing. After all, who else other than the CEO can allow you to take time out for yourself?
Giving permission
Rebecca Oatley Co-CEO of The Wilful Group www.thewilful.com
Who is responsible for what? JANUARY 2023
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Interview with
Lisa Carter
L
isa Carter is from Bristol, a mother of 3, 2 sons aged 24 and 13 and a daughter aged 4. Lisa is the CEO & Founder of Discussion Box, which she launched and bootstrapped in 2018 and saw a turnover of £1.2 million in its first trading year. Lisa is also the founder of NIKAO, her fashion jewellery brand, which she launched at London Fashion Week in 2016 and has been worn and endorsed by the likes of Beyonce, Rita Ora, Kelly Rowland, Zendaya and featured in magazines such as Vogue, Cosmopolitan and Forbes.
Tell us about you? How did you get to where you are now?
I am a mother of 3 children aged 24, 13 and 4, a designer of the jewellery brand NIKAO and CEO & Founder of Discussion Box; a virtual event platform for brands, creatives and individuals to host and access meaningful conversations. I started what was a successful career in B2B publishing sales at a very young age, which then led to me launching my own boutique B2B technology publishing company after just 4 years in the industry. When the economy crashed in 2008, I pivoted my publishing business to in-person B2B events, which took shape around 2010. Then fast forward to 2018, with over 10 years experience in events, my pain point of access restrictions associated with in-person events became an increasingly growing issue. With the experience I gathered over the years, I decided to break down the accessibility barriers associated with in-person events by designing and building my own virtual event platform; this would allow access to more voices and life or career-changing content on a global scale.
How do your values show up in the work you do?
I am extremely passionate about platforming women and people from underrepresented communities, and I strive to enable this in my business endeavours. Discussion Box currently has two products, the first of which is “Spotlight”, created to encourage relevant and valuable discussions on topics about women in business in the hope of providing better representation across all industries and sectors worldwide, ultimately helping more women to get to the top and stay there. The second soon to be launched Discussion Box product is a SaaS/subscription-based model of the platform, with the main focus on building community and having access to content through virtual events that, for many, especially those from marginalised groups or in remote locations, would be otherwise inaccessible.
I operate with integrity in all that I do, which is a quality that can often be lacking in sales, so I enjoy being able to grow a business and sales team where selling with integrity is at the core of how we operate, really challenging the status quo and changing the narrative in what has traditionally been a very misogynistic and toxic industry.
What’s been the biggest obstacle you’ve had to overcome? Being a mum to my first child at just 18, unable to complete further education and navigating life as a young, single mum determined not to become a stereotype, I often felt overwhelmed by life and the prospect of our future. Despite the adversities that I faced, I was still able to build a stable and successful life for my son and me, and I continue that today with all of my children.
How do you manage your time between family and business? My children are very integrated into what I do. I have built things around my life to serve my busy schedule without neglecting my children’s needs, although sometimes nothing seems to be enough and mum guilt creeps in from time to time. I structure my day in a way that means I am able to do the school runs, attend school events and switch off at weekends to make way for quality time. It’s a lot to balance, and being a mum means on any given day, an unpredictable scenario may occur, such as one of the kids being home sick from school; but thankfully, my work can be done remotely, and I have designed the Discussion Box HQ with space for my kids to be there whilst I’m working in the office if that’s
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ever a need. I understand that I am building something that will completely change my children’s lives and create generational wealth. My entrepreneurial life is very demanding, so having a perfect balance isn’t always possible in pursuit of changing the narrative for my children and me. Therefore, managing my time well is sometimes impossible, but I try not to be hard on myself about it as idyllic motherhood, and the perfect work-life-balance is often a myth!
“ I understand that I am building something that will completely change my children’s lives and create generational wealth.” What does success look like to you? Being financially independent and free and being able to provide stability and a happy home for my children and I.
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Interview with Dav Sehra Founder of Acre & Row
D
av Sehra is the founder of the menswear brand Acre & Row. He lives in Bedford with his wife and 9 month old daughter.
Tell us about your journey. How did you get here? My journey into business started when I got into the fashion industry around 10 years ago - I started off interning for a small denim design company whilst attending night school to learn how to cut and sew. That was such an invaluable year for me as it allowed me to gain a very strong understanding of the anatomy of a garment, as well as how to be creative in designing garments for myself and knowing how to take them from a drawing to an actual wearable piece. I then moved into freelancing for small streetwear brands as a pattern cutter - helping bring the designs to life and working closely with workshops to ensure a smooth process with production. Around 2014/2015, I found myself with an opportunity to move away from men’s streetwear and work in men’s tailoring. It was something very new to me; however, I had always been intrigued how the fit and look of a men’s suit hadn’t changed in over 50/60 years (albeit small changes in trend with regards to the cut of the suit). It was the one part of menswear I thought would be
amazing to be a part of - rich in history and continuously relevant without changing its fundamentals. After a long stint working with a few tailors, I decided in 2020 to set up my own brand, Acre & Row. I wanted to showcase a very specific colour palette and style of suit, which encapsulates a more simplified approach to tailoring. This has since turned into a great personal project in trying to help clients create the ‘perfect’ wardrobe based on fabrics, colour and silhouettes. It has been an amazing journey so far, and running a business has been a totally new experience for me - challenging yet full of exciting opportunities.
“ My values have ended up being a pretty central part of the business - transparency, honesty and hard work.”
How do your values show up in the work you do? My values have ended up being a pretty central part of the business - transparency, honesty and hard work. These three, in particular, are the core values which I have instilled in the business, and I work with suppliers who share the same values. I made it a priority to be transparent about our supply chains and manufacturers - both local and overseas. I think it is extremely important to be able to share this information with clients who want to know exactly how and where their garments are made. In the past, I’d worked with brands who were more reluctant to share this information with their clients, and I knew this wasn’t how I wanted to work when I started my brand. Our relationship with each individual client is so important, creating a garment is such a personal experience, and it does cost more than buying an average high-end high street suit, so we ensure we have a fully transparent and personal approach – it’s not simply transactional. Personally, I think this is the approach the luxury sector should be taking. People want to know they are being looked after and getting value for their money. The value for money in our business is the highest level of customer service, it’s that simple.
What was the last thing you did that made you really proud? Being proud of things I have done is something I am trying to do more often. When running your own business, you can sometimes get fixated on achieving better results and not actually looking back to see how far you have come. So, I would say the last thing that made me really proud was a client who messaged me to say how excited and great he felt wearing his new blazer and chinos. It’s the small things like this that make it worth it.
How do you manage your time between family and business? I would say this is still a work in progress. The business is still in its infancy, so I am still heavily involved in the day to day as well as constantly ensuring I am doing things I need to keep it growing in the right direction. However, I do always make sure I take a half day on a Saturday and try to switch off completely on a Sunday - my wife, and I always try to take our little daughter out for brunch and have a nice walk every Sunday wherever we can.
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Why PR is more than media coverage Think PR is just about getting a bit of press coverage for your business? Think again. Here small business PR expert Pippa Goulden addresses some common myths about PR and shows us how, when it’s done properly, it can be an effective tool for business growth.
T
here’s a lot of confusion out there about PR; what it is, what it does, and who should do it. PR has a reputation as a dark art, something that can only be done by specialists – the PR industry has done a great job of
making you feel that you need a big budget and a little black book of contacts if you want to do it for your business. But I’m on a mission to show that’s just not true. There’s also a myth that’s perpetuated (often by PRs themselves) that it’s all about press coverage, but there’s so much more to PR than that.
I speak to many business owners who’ve dipped their toe into PR and found that it’s too expensive and hasn’t really worked for them, but I believe that’s because it hasn’t been done properly. A bit of press coverage here and there isn’t going to do much for your business. But put in place an effective PR strategy that works to your business objectives and your target audience – that’s when you reap the PR rewards (and trust me when I say that there are many)
So what actually is PR? If we take it back to basics, PR is about getting other people to talk about your business. So unlike advertising, where you pay for an advert to say what you want it to say, PR is about getting other people to tell their audience about you – for free. It’s that endorsement that makes PR so powerful, someone else is saying you’re great rather than you having to tell people yourself. It might be a journalist giving you some press coverage in a magazine or newspaper, but there are plenty of other PR routes, whether it’s being a guest on a podcast, influencer activity, a guest blog post for a brand with an aligned audience, an invitation to sit on a panel or a brand collaboration. These are all hugely powerful in terms of endorsement and creating trust triggers for your business. PR can help you to build your brand, tell your story and position yourself as an expert in your field. It can help you stay relevant and consistently visible and build your reputation. And it can drive sales too. PR also has other benefits, including helping your SEO, creating talkability for your business, driving traffic to your website, getting you in front of new audiences, creating opportunities for collaboration and building relationships with other businesses within your network. We’re living in a time when social media isn’t as effective for businesses as it used to be, combined with the cost of living crisis and the pinch being felt by so many consumers. PR can help you stand out against your competitors and reach your target audience in a very powerful, effective and low-cost way.
PR for Growth So, where do you start? My advice to the small businesses I work with is to break it down and build a strategic approach first before you do anything. The best PR – the PR that will have an impact on your business and help you to grow it, is the PR that’s done strategically. Trying to get a bit of press coverage here or the odd partnership there isn’t going to have much of an impact whilst draining your time and deflating your confidence. Focusing on building a strategy to help you reach your business objectives and target your audience is key to doing PR that will make a difference to your business.
Despite what the PR industry may have you believe, PR isn’t rocket science, you just need to learn how to do it and build the confidence to go out and do it. JANUARY 2023
Sometimes that will be media-focused, but if your target audience isn’t reading The Daily Telegraph, there’s not much point in putting all your energy into getting in there. Putting a strategy in place helps you to say no to things that aren’t going to make a difference and instead focus on the things that will. When done properly, PR can be instrumental in effecting growth in your business. One product business I work with had £1500 in sales from one influencer post, and another was approached by Liberty after the buyer read about them in a magazine. One of my DIY PR members has been paid to speak as an expert in their field (having joined with no experience in their sector!). Another member got a huge influx of orders after being featured on This Morning, and another had a 400% increase in web traffic from a podcast interview. This is PR being effective because it’s being done properly, with a focus on their target audience and what they want to achieve as a business.
My advice to the small businesses I work with is to break it down and build a strategic approach first before you do anything. Know your audience Understanding who your target audience is before you start is the key to doing effective PR. It’s really important to remember that you aren’t your audience, just because you don’t read particular magazines or spend your time on social media doesn’t mean that your audience isn’t. Do your research. Get to know your audience; know what media they read, where they’re hanging out online, where they get their information from, who they follow, and what they listen to. This will really help you to be targeted in your efforts trying to reach them and mean that you’re not wasting time on things that aren’t going to help shift the dial for your business.
Can you do it yourself? I want to empower as many small businesses as I can to do their own PR – you don’t have to spend big budgets on PR agencies these days to create conversations around your business. You can upskill yourself (or a team member) and go out and do it yourself. Despite what the PR industry may have you believe, PR isn’t rocket science, you just need to learn how to do it and build the confidence to go out and do it.
Pippa Goulden Founder of The PR Set www.theprset.com
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Pivoting your business in challenging times
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ith the current economic situation, many businesses are struggling to stay afloat. It can be difficult to navigate these challenging times, but there are strategies you can use to pivot your business and make it successful. Here is an overview of how you can pivot your business in challenging times. Understand Your Target Audience The first step in pivoting your business is understanding your target audience. Do you know who your target audience is? Taking the time to understand the people you are selling to is key to achieving success with your business. Once you have identified this group of people, create content that speaks directly to them and discover relevant marketing channels, such as social media and email campaigns, podcasts, or even branching out onto blogging sites. Understanding your target audience can help with countless decisions too - how much should you charge for your product or service? What type of products or services do they need or want? By having a thorough comprehension of their needs, wants, and preferences can really put your business in a position for prosperity. Develop New Strategies Now that your target audience has been pinpointed, it’s time to create some fresh strategies to reach them. Consider boosting your Search Engine Optimisation and ensuring your website is ranked high on the search engine results pages. On top of that, designing content that speaks to potential customers should also figure into your plan. And if you’re feeling ambitious, explore different markets or begin offering new products or services that are more suitable for modern times. Plus, adapting digital tools like virtual meetings or webinars can keep customers and clients informed without paying the usual fare that physical meetings come with. Stay Flexible Staying flexible and adapting to new ideas are essential to staying ahead in the game. When determining a course of action, it’s crucial not to become too attached to one plan, as things can often take unexpected turns. Additionally,
being adaptable and prepared for even unorthodox solutions can help ensure continued success for your business, especially during these unprecedented times. Now more than ever, the savviest businesses are built upon the ability to remain malleable despite the potential difficulties that may arise from changes in the market or overall strategy. Therefore, it is wise to keep open to different concepts and approaches that could bolster productivity over taking too-fixed of a stance. Moreover, promoting a culture where quick yet informed adjustments can be made vis-a-vis altered circumstances ought to be of paramount concern to all organisations seeking further advancement. It is reassuring to know that there are strategies that can help you pivot your business in difficult times. It comes down to understanding your target audience and utilising marketing techniques that match the interests of this audience. Additionally, re-engaging old clients and trying to acquire new ones can benefit your business. Keep in mind that people are looking for innovative businesses doing something different during these times. Therefore, it is important to remain creative and reinvent yourself if necessary in order to make it through these challenging economic conditions. With the right dedication and hard work, you can make it happen and see success come out of these unpredictable times.
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