Making Business Child's Play
Kogan Page Ltd (Verlag)
9781398624580 (ISBN)
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
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.
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;
| Erscheinungsdatum | 05.09.2025 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 138 x 216 mm |
| Gewicht | 666 g |
| Themenwelt | Sachbuch/Ratgeber ► Gesundheit / Leben / Psychologie ► Schönheit / Kosmetik |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-13 | 9781398624580 / 9781398624580 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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