- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
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
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Information
Table of contents
- About the author
- Foreword
- Introduction
- PART ONE Getting started
- 1 My entrepreneurial journey and qualities of an entrepreneur
- 2 Finding, assessing and developing your idea
- 3 Know your consumer, know your consumer, know your consumer
- 4 Creating an authentic brand
- 5 Seven elements that make an outstanding brand
- 6 Protecting your brand
- PART TWO From prototype to production line
- 7 Testing and learning
- 8 Setting up a website
- 9 Finding and appointing a manufacturer
- 10 Logistics
- 11 Legal contracts
- PART THREE Building a business plan
- 12 Know your stuff!
- 13 Sales plan, forecast and margin Andrew Rayner, former Commercial Director, Childs Farm
- 14 Financials and cash Andrew Cooke, former CFO, Childs Farm
- 15 Supply chain and stock management Andrew Rayner, former Commercial Director, Childs Farm
- 16 The marketing plan
- Afterword
- Contributor biographies
- A Little Black Book of invaluable contacts
- Glossary
- Index