ISSUE 8 • APRIL 2020
IN CONVERSATION WITH
Anne-Marie Martin Founder of Diddi Dance
How to Create your Marketing Content in Less Time
How to Practice Positive Thinking Small Business Spotlight Little Wise Toys Public Speaking How to Position Yourself and Get Started 1
CONTRIBUTORS
SARA BUSSANDRI, WRITER, AUTHOR & MENTOR Sara is a Digital Content Writer who specialises in helping small business owners and podcasters with blogging and re-purposing audio and video content into standalone blog posts. She’s a mum of three boys who works around school runs, laundry loads, and football matches. www.sarabussandri.com 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.spaceat61.com JODINE DOWNHAM, CLINICAL HYPNOTHERAPIST, PSYCHOTHERAPIST AND HYPNOANALYST Jodine is a fully qualified professional Clinical Hypnotherapist, Psychotherapist and Hypnoanalyst in the Basildon, Essex area. www.ihypnosistherapyessex.co.uk FIONA MINETT, CONSUMER PR EXPERT Fiona Minett is a Consumer PR Expert and long-time supporter of small business. She spent six years running Peachy PR, an agency specialising in working with small businesses and start-ups and helped her clients make their mark through canny PR. Now, she wants to help you do the same. www.bossyourpr.com RACHEL TAPPING, FOUNDER OF FIRST PLAYTIME Rachel Tapping has been running parent-child groups since June 2006. Her inspiration to begin was the invaluable experience of attending parent-child groups with her three children over a period of about eight years. Rachel also offers consultancy to nurseries and preschools, one-to-one guidance for parents. She also enjoys writing articles for her own blog and other publications. www.firstplaytime.co.uk RENATA TREBING, FOUNDER OF NOURISH WITH RENATA AND RECIPE DEVELOPER Renata is a wife, mama, and foodie and loves delicious, healthy food. Renate loves creating good recipes that taste good. She is all about nourishing your body through amazing, healthy, and, most importantly, delicious food. www.NourishwithRenata.com KATIE WEAVER, ILLUSTRATOR Katie Weaver illustrates from her home in Cheshire, where she lives with her husband and two boys. She loves to illustrate for children as well as some fun art for grown-ups! Always looking for a new challenge, she works on a wide variety of commissions and projects. www.popadoodle.co.uk CLAIRE WINTER, FOUNDER OF THE CRACKING CONTENT CLUB Claire Winter is the founder of the Cracking Content Club and has been a content creator, journalist, and copywriter for twenty years. She is passionate about helping business owners to create content that converts via her online course and 1:1 training. She currently writes for all 41 Families magazines that cover the UK, which reaches 9 million parents a year. www.clairewinter.info BHAVINI LAKHANI , GRAPHIC DESIGNER Bhavini is an independent graphic designer specialising in branding and design for print, and is a mum of 2. She’s based in Milton Keynes, with a client base that spans global brands such as Conti Espresso, Barclaycard and British Gas, as well as local businesses across the UK. www.b81designs.com 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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EDITOR’S WELCOME Welcome to the 8th issue of the Parents in Business magazine. The last few weeks have been challenging for business owners around the world, and we are amid the midst of the COVID-19 pandemic. For many of us, we now have to homeschool our children as well as navigating our businesses through challenges that COVID-19 has presented. In this issue, we are committed to supporting you in preparing your business to come out the other side. We have actionable tips on how to create your marketing content in less time, written by Sara Bussandri. Claire Winter covers why cracking content is so important. Fiona Minett gives strategies on public speaking how to position yourself and get started.
Bridget
Bridget Daley Editor
Did you know that we go through around 60,000 thoughts each day, and 80% of those are negative thoughts? Clinical Hypnotherapist, Psychotherapist and Hypnoanalyst Jodine Downham covers how to practice positive thinking. On page 9, we have something new Shona Chambers book review! The small business spotlight shines on Little Wise Toys on page 16. We have inspiring interviews with Anne-Marie Martin Founder of Diddi Dance, a close network of 40+ franchises nationwide. Gary Green who is the principal accountant of Key Business Consultants LLP, chartered accountants. And Chloe Jessamy Founder of Supportal Business Services & Clutter Cutdown. Happy reading.
www.parentsinbiz.co.uk
We are a Work for Good Partner and give a proportion of proceeds to charity.
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Public Speaking - How to Position Yourself and Get Started Public Speaking. Maybe the mere thought of it fills you with dread, perhaps you’re a social butterfly fired up by the possibility. Whichever camp you fall into, positioning yourself as a public speaker is possible; not just to raise your visibility but also to open up an additional income stream for you. Now, more so than ever, there is a huge scope for positioning yourself as a speaker, whether as an educator or as someone with a story to tell. Online webinars for networks, speaking at regional networking events, speaking at trade shows or industry events, leading workshops and more can give you the opportunity to get in front of your target audience and make an impact on them. The first element is establishing what you want to say, who you want to say it to, and why you want to say it. If you’re an expert in your field, think about the topics you could talk on. What are your most asked questions or the most frequent pain points of your clients? These could be starting points for content that you could deliver. Some great themes
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for public speaking content include myth-busting, sharing top tips, telling stories with anecdotal insight, sharing industry expertise in an accessible way and you may find yourself sharing a variety of content depending on each speaking opportunity you explore. So, once you know what your offering is and where your assets lie in terms of the content you
can share, and the value you can deliver, who do you want to say it to? Essentially any kind of speaking opportunity can be great for you in terms of increasing your visibility and getting you seen, but you can also be quite targeted. I would suggest starting locally at networking events where you may be likely to find your target audience and offer to share some expertise in a 20/30 minute speaker slot. Alternatively, you could start speaking online for a resources network or membership group, delivering a training session or doing a Q&A webinar. You want to take the opportunity to get used to presenting in a way that allows you to find your natural style, test out your content, gain some feedback and see how an audience responds to you.
Beyond this, perhaps there are a series of industry events that put together a series of speaking sessions each year. If you’ve got value to share, then reach out and ask if they’ve got any speaker sessions or workshop opportunities available. Share the expertise you can deliver to them and why you want to be involved and make yourself available to talk further should they be interested. Then, why do you want to share your knowledge? Speaking is a key part of creating a profile, a personal brand, of giving you standing in an industry and allowing people to get to know you, beyond a computer screen. If speaking for you is largely about visibility, go to the trade shows, the industry conferences, the B2B events that will allow you to position yourself as a thought leader and a ‘go-to’ in your field. This will build kudos and credibility for you that will show to your audience through the images of you at these events, and the testimonials you’re able to share on your website and the feedback and social proof that comes as a result of these engagements. If speaking is going to be about building visibility but also to create an income stream for yourself, then look at paid entry ticketed events, corporate/sponsored events or
university events and enterprise programmes. Once you’ve started building a bit of a track record through speaking at local networking, meetups and online webinars, for example, you have assets to leverage. Add logos to your website, add testimonials and feedback to your website. Set up a ‘Speaker’ page on your website. Share some of your speaking topics and places you have spoken previously. Add Public Speaker to your credentials and biography sections on your social media profiles. Share pictures of you in action on your website and on your social media.
looking for speakers will be drawn to your page through the #publicspeaking hashtag you used and will see that you could deliver for their event. Now, this is very easy to say, but I am as aware as the next person that fear can be very real around public speaking, but, you deserve for yourself and your business to be seen and heard. Reframe any nerves as excitement and take that first step; who knows where it could lead.
Leverage the track record you’ve got and position yourself to build on that. Much like you would instinctively ensure that your social media profiles told of the work you do, what your business is, you need to ensure that you articulate your ‘role’ as a public speaker. Let your outward communication do the job of sharing some of the expertise that you have to offer, to share part of the story you have to tell. Build trust and make your credentials and knowledge visible, so that an event researcher
Fiona Minett Consumer PR Expert www.bossyourpr.com
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Is this YOU? DO YOU WISH YOU FELT MORE SUPPORTED WHILE RUNNING YOUR BUSINESS? DO YOU FEEL ISOLATED WORKING ON YOUR OWN? The Parents in Biz Hub is an online community of parents who are running a business, it’s a supportive place where you will feel empowered and thrive. When you join as a member, you will benefit from workshops, masterclasses and have access to resources designed by industry experts.
Join here www.parentsinbiz.co.uk/pibhub
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Book Review
Are there books that you have always been aware of but haven't read? For me, it was ‘The 7 Habits of Highly Effective People’ by Stephen R. Covey. I always wanted to find out what the habits were and whether I had them, so finally I read it. This book is a classic business text. Published in 1988 with 15 million copies sold globally. I won’t reveal what the 7 habits are, because there is a lot of context around each one that is well worth reading, but I will tell you what I have gained from the book in the following take away points.
One To be successful in life and in your career, you have to be prepared to do the hard thing. People who tackle the hardest things clear the way for all that comes next. By putting things off, it creates blocks and drains personal energy. Do the hard thing. Reap the benefits.
Two Create focus in your life. Life is short. If you don’t want to waste your precious time, focus better.
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Three Try to see things from another person's perspective first, this creates more agreement enabling you to move through your goals quickly.
Four Think about what you can do to improve situations. Work on yourself first. When things go off track check that it isn't you causing the blockage.
Thank you for reading my first book review! Shona Chambers Marketing Consultant www.spaceat61.com
In Conversation with
Anne-Marie Martin Founder of Diddi Dance Anne- Marie Martin is a married mother of 2 she is the Founder of Diddi Dance a close network of 40+ franchises nationwide. Anne- Marie is also part of the team behind Under 1 Roof a kids urban oasis a venue which hosts a wide range of services for young families in South East London.
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Can you tell us how you got started in business? I’ve been a freelance dancer and teacher ever since leaving college. I always knew I’d like to have my own classes and one day I discovered working with under 5s, and that’s when Diddi Dance was born, parents and carers asked me about a toddler dance class and booked me a venue and told me to turn up.
What are some challenges you faced in your business journey, and how did you overcome them? Having no business background or qualifications, I had to learn everything on the go, and this means you make mistakes, but you learn from them. You have to do research and development the whole time to ensure you have everything running correctly. I would seek expert advice on the legal areas and franchise especially.
How do your values show up in the work you do? I am so passionate about encouraging healthy and happy habits. I value being open and honest and inclusive.
How do you manage your time between family and business? I love technology and working on the go, and my smartphone ensures I can keep on top of things during the day so when my children are home from school its minimal time I need to keep working. I won't let emails or admin pile up till the end of the day. I schedule work and have clear communication with my teams on the go.
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SMALL BUSINESS SPOTLIGHT My name is Michelle, and I am a solo mama to my nine-year-old daughter, who goes by her social media name of Little Wise Junior. I have set up a small business called Little Wise Toys which specialises in creating educational toys for 3-6-year-olds and covers a range of
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areas such as phonics, maths, emotions, dinosaurs and more. I’m also currently in the process of developing a brand new product that will focus on nurturing the development of confidence, resilience and happiness of 6-12-year-olds.
What inspired you to start your business? So many different things inspired me to start Little Wise Toys. The very beginnings of the concept began in the middle of the night a few years back while I was settling my daughter back to sleep. My sleepy mind started wondering and, all of these ideas started forming. One thing led to another, lots of stops and starts and twists and turns along the way, and then Little Wise Toys was launched in October 2017. A while back now, I spent 10 years working in the Department of Health and Department for
Education on a variety of children and young people focused policy areas. I was involved with, and project managed some really interesting and high profile projects and programmes during my time there; and gained invaluable insight and experience in policy development from pre-school through to the teenage years. I reached a point in my life where I was keen for a more flexible way of working to fit around my role as a mum to Little Wise Junior. I love researching, writing and creating ideas from a blank canvas. I also feel passionate about how much we can influence and encourage a love of learning, as well as lay key foundations from a young age so that we can help to open the doors to opportunities in life. With this in mind, creating Little Wise Toys seemed like a really natural next step for me.
Where do you get the inspiration from for your designs? A lot of different ideas have inspired the Little Wise Toys’ concept, many of which have derived from my own experience of being a mum. Here are the main highlights… The kits have been designed to help parents and carers support 3-6 year old’s learning and development in an accessible, imaginative, fun, and interactive way.
I was also keen to ease any overwhelm (so parents and carers can focus on the fun part) because there is no need to be an expert in areas such as phonics, maths, nurturing the development of social and emotional intelligence and early years frameworks - the kits provide all the guidance that is needed. Also, the range has been designed to give parents and carers the confidence that they are complimenting their children’s learning in line with what they are exploring in early years settings/early school as the kits have been informed by the EYFS and KS1 of the curriculum. The range also goes back to basics in many ways as I was wanted to design a fun learning option that has no screens, flashing lights or loud noises, yet still offers plenty of opportunities for interaction, exploration and imagination. A bit like an alternative ‘screen-free app’ that children can pick up, touch and feel; where they can use their own imagination and creativity as an alternative to using digital tools where a lot of the imagination is already created for them; and an educational toy range where children can slow down a little bit too, without their minds constantly flicking from one fast-paced screen to the next.
everything for each kit in one small and accessible travelfriendly box that is barely bigger than a book, making the activity sets an ideal alternative to use on the move, as well as at home. Building on the existing product range, I am also ever so excited to be in the process of developing a brand new Little Wise Toys’ product which will be for 6-12-year-olds and will focus on building their confidence, resilience and happiness. I can’t wait for this to be available later on this year. Michelle Wiseman Founder/Designer Little Wise Toys www.littlewisetoys.com
In light of the ‘screen-free app’ concept, I also wanted to provide
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In Conversation with
Chloe Jessamy – Founder of Supportal Business Services and Clutter Cutdown Chloe Jessamy is a mother of one to a beautiful 14 year old daughter. Chloe owns 2 businesses, Supportal Business Services and Clutter Cutdown. Most people describe her as a big kid young at heart but also very passionate, driven and motivated. Chloe has always had a passion for helping others which is why she has always chosen to work in support roles. The combination of being a mum and following her dreams while being a strong role model, makes her thrive and wake up every morning soaring with determination.
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When did you first get the idea for your business? I knew I wanted something of my own, and I didn’t want to be working for someone for the rest of my life. Having my own business was something I had in mind from a young age, it was something I was going to do at some point I just didn’t know exactly what. One day as I was searching the internet for bigger and better opportunities, I came across the term ‘Virtual Assistant’, this then led me to dig deeper. I had finally entered the world of possibilities that resonated with me and got me excited.
How did you move from idea to actual business? I sat on the idea for some time. At that point, I was questioning myself in regards to whether I could have my very own business whilst juggling my circumstances. After speaking to friends and family who have businesses of their own, I felt
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more confident, and it pushed me that one step further to go ahead and start pursuing my dream. Looking back, I never planned to quit my job, however, I knew I was not happy where I was in my life and felt like I was stuck in a rut. This was when I made a conscious decision in my mind that I did not want to continue like this, I believe the exact words in my head were “You are not going to continue like this!”
What’s been the biggest obstacle you’ve had to overcome? Confidence. I may come across confident, but in reality, I struggle with this just as much as any other person. I battled with myself for so long, but I knew I had to keep pushing and putting myself in uncomfortable situations, to learn and grow. I took courses and kept building my knowledge, and slowly I started to believe in myself, my vision, and what I wanted from life. That is what led
me to make the transition from employment to where I am now.
What was the last thing you did that made you proud? I recently attended an entrepreneurship programme in Croydon led by Evolve Housing. This was a programme that was created to help those who have had housing or general problems in their life. They have overcome them and now ready to do something they love, the brunt of it is they are hungry to learn so that they can take this knowledge and make something amazing of their own. Naturally, I wanted to help, but at the same time, it was an opportunity to step outside my comfort zone and do something that I have been meaning to do for years now. Was I scared, hell, yes! What did I learn? People want to see the real you, they want to see your passion, feel your pain, here your wins and how to’s. I was simply me. I shared not just
In Conversation with Gary Green
Gary Green is the principal accountant of Key Business Consultants LLP, chartered accountants. Has 3 children aged 4, 6 and 8
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Can you tell us how you got started in business?
then just do the compliance work that I had working from home.
I started in 2012 having left a medium-sized practice in 2008 during the financial crisis for smaller practices where I hoped to make partner and a higher income faster. Since the smaller practices were not really interested in a partnership but really only to have me bring them, clients, I decided to set up my own practice having accumulated a few clients of my own and my wife being pregnant.
Then by March 2014, I hired my first staff member through the government apprenticeship scheme. I was able to pass some repeatable admin and basic bookkeeping tasks to her over the next few months until July 2014 when I hired my first full-time member of staff.
What are some challenges you faced in your business journey, and how did you overcome them? The first few months were tough as I only had a few hundreds of pounds of income per month. However, I was keen and found small businesses which needed a financial controller but not full time. For one day a week, I could add £300 per month of income. The other days I would be willing to do any job which resulted in an income even if I knew that the price was too low. Over the first few months, I was able to fill my five days per week, and I had a few small jobs on evenings and weekends, which meant that I was suddenly earning a good income. After a year I was able to put my prices up on the full day jobs that I had until I was unable to spend five days at someone’s office due to the other work that I had. So eventually, I had to replace myself with other bookkeepers and
We grew rapidly until the end of 2016, when I had converted my home garage into a full office with 5 of us working there. We managed to pick up some larger outsourced financial controller roles and continued to grow until we were a team of 10 by the end of 2017. Throughout this year, we implemented a practice management software which replaced 5-7 manual task trackers and integrated our team online and less reliant on me. This took some time to implement, but it was worth it as we scaled the business with the same number of staff and resources.
grow with the business. Then we learned that a new hire, university graduate would have to leave to get back to Kenya due to her student visa running out. Since Kenya was only a 1 hour time difference, we looked at hiring her from Kenya, but it did not work out. So instead we looked at India, and I had a client from Kolkata, India, who recruited IT personnel into European large companies. I asked him, and he said to come out to Kolkata, and he would help me out. I did so, and within 3 months we had a company, bank account, office, 3 hires, and IT equipment set up to remote access our files in the UK without the data leaving the office. Now we are a team of 14 with a stable client base and internal processes. Our team are going through their ACA and ACCA qualifications, and salaries have increased 15-25% for two years in a row. Hopefully, that continues.
Due to hiring university interns, which was a sound strategy when wages cost was a large factor, we suddenly experienced three people who we had trained for 9 months leaving at the same time as well as my most senior member of staff going on maternity. So we actually had to hire before everyone left in order to make a handover which became very expensive! So I decided that we would no longer hire interns since we wanted full-time staff who would
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