The Female Focus: Kaitlin Fritz

Meet the co-founder of Musemio

Kaitlin, along with her female co-founder, wants to make arts and cultural education fun for the kids of today. Musemio blends digital and physical learning that bridges culture with curriculum. We met Kaitlin at our workshop with Startups Magazine and Mac&Moore and we’re excited where Musemio goes next to make cultural learning accessible and immersive.

Did you have a female role model or someone you admired as a kid? 

I think for me my number one role models have been in my family. I have always been surrounded by professional, driven women since a young age. My mum, first and foremost, went back to university in her 40s to follow her passion and become a teacher. There is no age limit on dreaming! I’m also the youngest of 4 siblings, and my sisters have become really successful in law and medicine. 

How do you think your early years have influenced what you do today?

In those early years I didn’t realise how the dots linked together until looking back on it all. As a kid, I was painting before I was writing. I had a creative spark but didn’t know how to harness that. I was the kid saying to my parents, “I’m gonna save the world!”. Now I have honed my creativity and love for the arts and am seeing tangible results from these passions colliding.

What was the spark in which Musemio was born? 

It wasn’t my spark but that of my co-founder Olga who had the idea for Musemio for 2 years. We met at a University of London-wide marketing hackathon programme. It was a serendipitous moment - she wanted to make museums more interactive, whilst I  wanted to make the arts more accessible. We swirled the ideas together, and Musemio was born. For forever, I’ve had a passion, and I didn’t know how to do it. Meeting Olga changed it all. She’s got a background in arts management and the technical know-how that I didn’t have to make it a reality.

What has been your most exciting milestone so far?

For me, it was the findings from a big piece of research we did with the UCL Educate and xEdu  in which we tested 3,000 kids over the course of 6 months. We visited schools across the UK - at one point we saw 400 kids in one day! - and across the spectrum, from those with different backgrounds, learning abilities and ethnicities. The reaction to Musemio from the children was so encouraging. They were genuinely excited and interested to learn and tugging on their parents’ arms to get them to sign up to Musemio.

Musemio’s ambition is to make cultural education accessible to every child. That’s no mean feat. How are you taking the steps to reach so many children?

We’ve partnered with Bethnal Green Ventures because although we’re a commercial entity, we have a social mission to work with museums and charities, as well as create access to all with a set of free levels. We have worked with children in London who have never even stepped foot in institutions like the British Museum, and we think that needs to change.  We’re eager to help bridge this gap to knowledge and access for children.

What has surprised you most about building Musemio? 

There are both good and bad surprises. The best is seeing your ideas come to fruition in a way you didn’t think was possible. Things change so quickly and getting the recognition from universities and outlets has been amazing, as has the reaction from kids, who are definitely our harshest critics. When you are in the tech space though, there are so many bugs and glitches you have to deal with. Entrepreneurship is the road of surprises!

What have been the essential factors that have enabled you to get to where you are today that you think you'd struggle without?

Our mentor support has been incredible. We’re connected to women in business and industry specific experts in the arts and education sectors, who have paved the way for us. Our universities have helped accelerate us, and it’s been necessary as two foreign women in London. Our mentors provide a non-judgemental, supportive space for us to learn and grow.

What do you think is missing from businesses in building true diversity?

I actually gave a talk about this the other day to university students! People don’t realise diversity is so critical. The world doesn’t need another you on its team, but teams need people with a variety of skills and backgrounds to strengthen and challenge ideas and solutions. I’ve been lucky enough to have been a judge on different entrepreneurship schemes and competitions, and unfortunately teams still look the same. People have to recognize the benefits of diversity and apply this on their teams.

Who's a woman to watch or someone you admire in 2019?

I think Marie Forleo, founder of B-School and author of book Figureoutable, is up there as someone making huge strides in being honest in business. Also, there are so many women in the London enterprise network worth mentioning, but if I listed anyone I’d be leaving out plenty more. I admire the startups coming out of London universities from diverse backgrounds tackling issues like women’s health, educational equity, and new financial solutions. More and more women are getting vocal about entrepreneurship and bringing forth new directions with their visions.

Check out what Musemio is doing right now on Twitter and Facebook.

The Female Focus: Hui Wang

Meet

Hui Wang, founder of Zebee

We had the pleasure of connecting at our workshop with Mac&Moore and Startups Magazine last year and this woman is on a mission to get people connected. Zebee is a community platform for people in their 20’s and 30’s who seek awesome experiences and friendships. Find out how Hui is making it happen.

Did you have a female role model or someone you admired as a kid?

No, not really. That’s probably why I didn’t really want to have a business for a long time. I wanted a normal life, nothing too crazy. I quit my job and went travelling and realised how difficult it is to meet people and travel with. I wanted to solve that problem, more than I was drawn to the concept of building a business. 

How do you think your early years have influenced what you do today?

It’s based on a bit of everything. I hated business from an early age - mainly because my dad was (and is) a businessman and was away a lot. My parents divorced and my mum then set up a business and then I recently found out that my great grandparents had done the same. It clearly runs in the family. As much as I disliked the concept of business as a child, I’ve come to realise that these were all positive influences on me down the line. I took a leap of faith to set up a business. I waited until something triggered me to take that jump. 

Before Zebee you honed your career in product development at brands such as John Lewis, Net A Porter and Rightmove. What skills have you been able to take with you into your venture? 

My soft skills have been invaluable and actually more so than my tech skills. I started gaining these skills at university when I was social secretary of the maths society running loads of events. Having worked in tech for several years I’ve learnt the importance of good practice and process and constantly communicating with people have all served me well in getting Zebee off the ground. 

Is there anything that has surprised you in building Zebee? 

Everything! It definitely hasn’t gone the way I thought it would. For example, the product and business model have changed a lot. The only thing that hasn’t wavered is the vision.

Zebee is a London based community platform for people in their 20’s and 30’s. What’s your ambition for the brand as it starts to take off?

I want to turn Zebee into a global community of people who want to do fun things with each other. Building an online platform is not my main goal - I want to do the reverse and bring people offline. There are so many apps these days and people aren’t connecting. They are lonely, they can’t trust people or companies and they don’t know who to do with their time. I want the platform to bring genuine value to society. 

Do you think we’re facing an epidemic of loneliness?

100%. People don’t talk about it enough. Loneliness doesn’t necessarily mean being alone but being in a state where you don’t feel supported and don’t have anyone to talk to. We want to help champion these people and make sure they’re doing things they want to do, not having to go along with what others want to do when slotting fun and leisure into their lives. I also aim to champion good causes and make people feel good in the process. 

What have been the essential factors that have enabled you to get to where you are today that you think you'd struggle without?

I had some savings to bootstrap the company and I wouldn’t have been able to get to where I am without that buffer. Having good people around me has been essential. I struggle to find female founders to talk to, which is essential as being a female founder can be lonely.

What do you think is missing from businesses in building true diversity?

I think there are two things. Awareness; you don’t know what you don’t know. Your parents would have done things a certain way, exposing you to a collection of people and places. You don’t think about it but being in certain circles means that you may have a lack of awareness of different cultures and ways of living. And then there’s resources. It can be difficult to find good female developers and those from ethnic backgrounds that can do the job you want them to do.

Who's a woman to watch or someone you admire in 2020?

Kerstin Robinson, co founder of Nix and Kix, has been really inspirational to me personally. I saw a talk with her when I was really in need of some advice from a female founder. I took her for coffee and she kindly took the time to talk to me and offered me great advice. There is a huge lack of support for women and Kerstin has taught me the importance of giving back as much as taking help when I need it.

Keep updated on Zebee’s events and movements on Facebook and Instagram.

The Female Focus: Lynsey Pollard

Lynsey Pollard is determined to make all bookshelves diverse

We met Lynsey when we hosted our joint marketing and PR workshop with Mac&Moore and Startups Magazine and were so excited to hear more about her business, Little Box of Books, whose ambition is for more children to see themselves in stories.

“We want to be the benchmark to highlight the industry of inaction and the need for change.
”

Did you have a female role model or someone you admired as a kid? 

Yes. I grew up in a small village in the North East, where there wasn’t much going on. But there was a library. From age nine I was sneaking books from the teen section - (like Harry Potter going for the restricted books at Hogwarts). I accidentally picked up a Judy Blume book and she immediately became my hero. ‘Are You There God? It's Me, Margaret’ absorbed me and opened up a whole new world  that I didn’t know existed. Judy Blume was the first young adult writer who covered topics like sex, that were absolutely taboo. She wanted to make teenagers feel less alone. By simply writing honestly about real life experiences she created massive controversy. I still love her now. 

How do you think your early years have influenced what you do today?

I was a huge reader, there wasn’t much to do living on a farm, so reading was what I did. It was my escapism. My parents definitely taught me to make a difference. My mum used to be a social worker, working on different cases in deprived areas, which taught me the spirit of generosity. They were also part of the church and whilst I rebelled against that part of my childhood, their philanthropy has influenced the work I do today. I want to create freedom for families and books help do this. By reading stories and different life experiences children can feel less alone. 

You are a former journalist and you have years of experience working in communications. Has your career path and skills made your new venture any easier?

There are a lot of life experiences and skills that can make life easier and there are definitely things that I have brought to the business. I was Head of Media at Samaritans and Great Ormond Street Hospital, so I take it for granted but the communication of the brand and knowing how to create exposure comes easy to me. I have a vast network of contacts that I lean on too. Your life is a set of building blocks and you use the blocks at different times. I’m now working closely with people who I met fleetingly years ago in various jobs. 

“By reading stories and different life experiences children can feel less alone. ”

We’re really excited about Little Box of Books. It’s time that children’s books reflected the diverse society we live in. What’s your ambition for the brand as it starts to take off? 

We set up as a business because we want to prove to the publishing industry everybody school and home should have a diverse bookshelf. Paths into publishing are cemented and archaic. There is a belief that certain books aren’t commercially viable and we’re here to show that there is a demand. People have been looking for these books and haven’t been able to find them. Our ambition is for more children to see themselves in stories. BAME children often won’t see themselves in books as the characters are predominantly white, whilst there are hundreds of relics in school libraries of boys portrayed as the heroes, rarely girls. A recent article indicated that children’s career ambitions are set by the time they’re 7. If a child is in an environment where their parents don’t work and the books they read reinforce this, it’s crucial to change their outlook. It’s also important for the economy to encourage children to reach their full potential. We are part of that machinery. We want to be the benchmark to highlight the industry of inaction and the need for change.

We’ve had a great reaction from writers, frustrated with the lack of inroads on diversity and inclusion in literature. We’re championing quality to ensure the books we supply are as top quality as those from reputable publishers. 

Has the literary world taken too long to catch on to diversity? What has been the reaction to your mission so far?

Yes - it’s a tough one. Publishers need to commission more writers and illustrators of colour, they need to commission stories that reflect a diversity in cultures, that speak to a broader range of society. There’s a long line of talented people waiting for the opportunity to publish their stories. It’s outrageous that an industry that produces material for children is not more carefully regulated like the TV industry. It’s not that publishing doesn’t want to be more diverse, it’s just taking far too long to get there. 

Do you have a piece of advice for those looking to start a business? 

Presuming you’ve got the idea and are in the early days of starting your business, here’s my advice. You’ve got to know what you’re going to use social media for. Be strategic, otherwise it will amplify your biggest fears and suck time away from potentially more important things. So understand your end goal. Also look after yourself, to maintain your own mental health and wellbeing. You’ll be consistently challenged so pour into yourself so you can continue to think creatively, challenge yourself and be bold . Finally, know who your cheerleaders are and you may find them in the most unexpected places. A couple of weeks ago we were contacted by the founder of a production company, who has 2 adopted mixed race children. He loves Little Box of Books and offered to shoot a series of films for us for free. Christmas came early!

What have been the essential factors that have enabled you to get to where you are today that you think you'd struggle without? 

I don’t think I can answer this question without mentioning privilege. It’s really tough to start a business. I was a single mum with my first kid and managed to carry on my career at the same time. I was lucky enough to make ends meet to do this. When I set up Little Box of Books my partner invested in it to start it up which enabled me to kickstart it whilst on maternity leave with my second child. More information needs to be shared on how women can get funding to support their startups as there’s less that goes around. Also, my cheerleaders have helped pick me up and keep me motivated, as I don’t have endless assuredness to keep me going!

What do you think is missing from businesses in building true diversity? 

I think it’s about the honest conversation of the network you bring to your business and facing the reality that we all have prejudices which can be hard to face up to. Business leaders need to confront them and look outside their networks. Maybe you consider your network to be diverse but you need to be intentional and committed to the process as various groups don’t have access to training and knowledge. As we look at growing Little Box of Books in the future we want our staff to look like our business. You can’t just talk about representation and inclusion, you need to be authentic and live it.

Who's a woman to watch or someone you admire in 2019? 

Gina Miller, for sure. She has been stoic in the face of abuse. She is doggedly determined to do the right thing. There is controversy around her every move to challenge the government and she shows up again and again with an unbreakable will for justice. Incredible. 

Stay abreast of Lynsey’s journey and The Little Box of Books on Twitter and Instagram.

The Female Focus: Tobi Ruth Adebekun

A senior comms associate, international at Snap, Tobi’s helping to lead the change to authentically talk to millennials.

We first met Tobi through the BME PR Pros initiative and were gripped by her genuine passion to learn and challenge the diversity issue in the PR world. We caught up with her on what makes her her.

Did you have a female role model or someone you admired as a kid?

I can’t think of anyone other than my mum! Her marriage to my dad is quite unusual, especially for Nigerians - my parents are quite 50:50. Growing up, she was working as much as my dad and didn’t give up her job, even with 4 kids under 10. And my grandparents encouraged my parents - especially my dad - to support each other in all ways. As a result, I’ve never felt pressured into thinking my life is solely about settling down and having a family. 

How do you think your early years have influenced what you do today?

In a big way, I think. I’m sure I’ve always been a chatterbox. I lived in London until I was 5 and from there, we were always moving around so I had to make new friends again and again. It has meant that I’m not really afraid of new experiences, it doesn’t phase me. One year, I moved school three times!

My ability to establish a rapport with people has stood me in good stead in PR. Being part of a big family and church means that I’m always prepared for the unpredictability of people and craziness of genuine community. Family friends will often arrive completely unannounced at my parent’s house and I love it. 

Your favourite PR campaign/stunt of 2019 so far?

My favourite campaign of the year has to be the 56 Black Men movement by Cephas Williams. Not only is the photography striking, but the message is loud, clear and unapologetic. A wonderful black woman once said to me ‘you can’t be what you can’t see’ and Cephas is doing an incredible job of making people see. Through elevating the stories of just a handful of people, he has shifted the narrative around, and public perception of black boys and men here in the U.K. in a very tangible way. I’m excited to think about how many young black boys have been inspired already, and how the movement will evolve in the future. 

You’re part of the team at Snap managing communication and media relations internationally. What’s been your proudest moment at Snap to date? 

Just this April we had our first partner summit. As we were rolling up to it, it honestly almost killed us! We had media from all over the world packed into one room for briefings. Evan (our CEO) began his keynote and in that moment, all that hard work was worth it. It signalled to the industry that we’d grown up as a company and it was a turning point, with lots of really positive coverage. We’d moved from a company that had a reputation of being closed to being open. It felt great to be part of it. 

Travel enthusiast, Tobi

What can brands be doing better to engage with millennials authentically?

It’s about being true to themselves and making sure that authentic intention underpins everything they do. Many brands try to engage millennials but that part often doesn’t add up. At Snap we want our platform to be a place of real self-expression - those values hold true to everything we do. I think brands need to also remember they don’t need to reach the whole world because there’s enough room for everyone. 

We met you through the BME PR Pros / PRWeek Mentoring Scheme. What urged you to join?

I’ve known Elizabeth Bananuka, the founder, for a few years now. And when I met her, I wanted to be around her more. She is encouraging, kind and an absolute gogetter. She made a Facebook group a few years ago which has been valuable to me in connecting with other BMEs in the industry and since then, she’s never lost the momentum. The community created by Elizabeth is one that is safe and provides a touchpoint for BMEs looking to get into the PR industry and move up. 

The BME PR Pros/PRWeek Mentoring Scheme has been incredibly valuable to me. My mentor is Adrian Ma, founder of Fanclub PR. He has been an amazing sounding board and has guided me through challenges I’ve faced over the past year. 

What do you think is missing from businesses in building true diversity?

Intention, ruthless intention. Businesses need to be willing to do what it takes. Many businesses see it as a nice to have but they must be up for the hard work. It’s expensive and it’s lengthy. 

More guidance is needed for parents too, in what actually exists out there. They often direct kids to what they know and so this education piece is very important too. 

Do you think the PR industry is making enough headway in this department?

There are a lot of great initiatives out there, like the Taylor Bennett Foundation, which is great for internships. And then of course there’s Elizabeth and BME PR Pros, who is spearheading a  lot of this too. I’m really excited about the Blueprint, which is going to make a real impact on the industry. 

How do you keep learning while on the job? 

I meet with different people and get to know what they do and how they do it. I met with another woman from the PR Week 30 Under 30 and she does a lot of broadcast work, which is something I rarely. I also learn from my colleagues and I have a brilliant boss too. Learning on the job is the best way to not forget!

Who's a woman to watch or someone you admire in 2019?

A woman - or rather some women - to watch have got to be the girls behind VAMP PR, a social marketing agency that focuses on ‘representing the unrepresented’. I met one of the cofounders, Ruby, and we spoke about their journey so far. They are doing some really incredible work supporting up and coming influencers, putting them forward for opportunities, connecting them to brands and simply being a trusted cheerleader and support. They are a finalist in the 2019 Black British Business Award this year - and I really hope they win! 

Follow Tobi on LinkedIn to find out what she’s up to.

The Female Focus: Michelle Morgan, Founder of Pjoys

This superstar female is trying to make mental health an everyday conversation

On World Mental Health Day we talk to Michelle Morgan, Founder of Pjoys, an innovative new brand using the joy of art and the comfort of PJs to share helpful and hopeful stories on mental health. Michelle is an award-winning founder of 5 purpose-led businesses and winner of the EY Entrepreneur of the Year award. She came up with the idea for Pjoys after experiencing first hand what it’s like to mentally burn out and sink into anxiety and depression. During her recovery, the pyjamas that had held her back became her inspiration.

“The things that make us vulnerable to poor mental health also make us superstars.
”

Did you have a female role model or someone you admired as a kid?

Not really. If I was pushed, I would say Cagney and Lacey – a female cop US drama. They were inspirational characters; a single woman and a wife and mother.

How do you think your early years have influenced what you do today?

If you’d asked me a few years ago I’d say they didn’t influence me at all. But now I know they did. There are so many clues. From failing my exams – I wasn’t academic and I got chucked out of college. To my parents splitting up and my dad leaving. We are reunited now but I wasn’t in contact with him for a long time. The impact my mum had on me was huge, getting me into volunteering early on. From the age of 15 I was helping Barnardo’s. 

Looking at myself now, I am driven by purpose and making a difference. There are different parts of my life that have brought out the need to prove myself. It was my wilderness years where I came to find out what I enjoyed, realising I was quite good at advertising, as well as volunteering. I have taken some strange steps and funny jobs, for example, working for a careers service in Brighton. But these are all clues in my drive to help people and exercise my creativity. When I got into agency land and met Sam Conniff Allende, we wanted to save the world through marketing and we set up Livity to do this. 

 You’re the epitome of a successful entrepreneur. First, setting up the very successful youth marketing agency Livity, to more recently taking your Mental Health First Aid programmes into organisations. And now Pjoys. But it has come at a price - your mental health. What happened and how did you deal with the struggle? 

Entrepreneurship has always appealed to me and has ultimately shaped me. It gives me the freedom to feel like I can race along and make a difference. At Livity, we were trying to prove a model not proven – of giving equal focus to purpose and profit, for the benefit of young people. We started up a challenger agency in our 20s and we didn’t have much experience. I spent 15 years in the day to day of Livity which were fun but it came at a cost. A year into it I met my husband and 2 years later I had a baby, juggling work and motherhood. I reached physical and mental burnout at the end of 2016 - from intense years at Livity and pressure I put on myself in the years previous. 

I work hard on not working hard. It’s a daily discipline. When things are on a roll I have created businesses I’m passionate about but this means I also have to be mindful of spotting signs and symptoms of working too hard. Thought patterns, brain fog, forgetfulness. They’re all signs I’m squeezing too much in and not being kind to myself. 

We’re really excited about the Pjoys concept. What’s your ambition for the brand as it starts to take off? 

It depends what day you ask me! I’m trying to live by the mantra of ‘slowly and joyfully’, which means one day at a time. I haven’t done anything in the right order. I’m trying to set up a product business, which is different to what I know. I have gone into it wanting to enjoy it. I came out of my burnout, depression and anxiety and I took time to recover. When I teach mental health first aid, recovery looks like different things to different people. I still have a vulnerability to depression and anxiety because I throw myself into startups and purpose led businesses, which do require that extra mile and risk of burnout. On ambitious days I want Pjoys to be the Patagonia of pyjamas - from the get go Patagonia thought about ethics, sustainability, the ability to campaign and be joyful. Through Pjoys, I want us to celebrate art at a global level where we all (if possible) can be joyful and have a sense of purpose and meaning but that is not draining us of the planet’s resources. And most importantly create a brand and business that is helping to make mental health an everyday conversation.

Pjoys has been going for 4 months completely organically, with crowdfunding behind us. We’ve seen how by wearing Pjoys and talking about mental health, people have opened up about their mental health in return. Things have started to happen quickly, with Fenwick agreeing to be a key partner and our first retailer relationship in the lead up to World Mental Health Day and an amazing 5 days of showing at London Fashion Week.

“It’s time for businesses to embrace both the ‘moral imperative and commercial advantage’ of talking about mental health more easily and openly.”

Are businesses doing enough to support good mental health of staff? 

There is a big sea change - businesses are starting to do more. I am a proud ambassador for MHFA England and we’re seeing that growth in support is not slowing down. A lot of this has coincided with Prince Harry and other high profile people being brave enough to speak out. When I was in the middle of my mental health crisis, I felt like I was getting all these messages on the radio / TV talking about the stigma of mental health. The idea was helping me with the recovery. 

But there is still a long way to go and many businesses are still behind the curve, whilst lots are engaging rapidly and for the right reasons. It’s time for businesses to embrace both the ‘moral imperative and commercial advantage’ of talking about mental health more easily and openly. If you can’t do it from a moral perspective then do it from a commercial point of view. The majority of people who experience poor mental health haven’t sought help and they’re showing up at work. There is a cost to business as well as their own health, of course. But what people don’t realise is that looking after our employees’ mental health is big in business benefits. The things that make us vulnerable to mental health also make us superstars. 

If we know that white middle class men in their 40s and 50s are the highest contingent taking their own lives, we need to focus on the underlying reasons and take the whole group in helping them talk more. We could help reduce suicides and at a macro level address the male dominant streak - without the act of talking being perceived as ‘feminine’. 

Do you have a piece of advice for those looking to start a business?

Without a doubt; make it something you love. It’s an often given answer for a reason - you will have to put your heart and soul into it. Doing it slowly and joyfully might make the journey more enjoyable and protect you and other people along the way. When we go more slowly things happen that wouldn’t have happened if we were racing. We’re the lean bit of a lean startup - we’re not going as fast as we could. Sometimes this means we have to ask for forgiveness, such as delays on deliveries, because getting it right and without causing damage to people and planet is critical to us. We’ve also been able to make improvements to our supply chain by going slower. We like our intention: to be able to be thoughtful about our supply chain, from our banking to our fabric suppliers, to our artists. We’ve been given a BCorp pending status because of these steps.

I would also say, don’t dismiss the idea of a side hustle. Give it a new name if that makes it easier to embrace or play with. It’s a great way to have a go before having to give up all your security of income. And test it out. Ask your employer if you can do 4 days a week, which could bring in loads of benefits to their business. You’re no less of an entrepreneur by doing it in baby steps. The harsh reality of running a business is that you’re not going to be brilliant at everything and you won’t be able to do it all, so get people in to help you wherever you can.

How do you keep learning more while on the job? 

By putting myself into a sector and type of business I’ve never done before! I could just be a consultant and deliver training (and have a lot more time to myself) but I love making these businesses that feel bigger than me. Even though Pjoys is still very little, we are touching so many lives. I don’t mean to sound trite but the evidence is there that talking about mental health removes the stigma and people are more likely to get better more quickly. There’s something exciting about making pj’s with beautiful artistry and receiving messages from customers of how they’re changing their lives. One woman who was suffering from postnatal depression told us she could have done with some Pjoys 2 years ago. We hope we open up thousands more conversations like this. 

What have been the essential factors that have enabled you to get to where you are today that you think you'd struggle without?

The things that make me vulnerable to poor mental health are the same things that have made me successful. It’s a combination of risk and protective factors that influence mental health. I look at using a similar formula when looking at my own success and the motivators. Failing academically at school and taking a long time to find something I liked doing and was good at doing held me back. But my patience and determination - the things that make me me - helped to motivate me and find the creative world and eventually Livity, which straddled purpose and creativity.  

What do you think is missing from businesses in building true diversity?

It takes a lot of effort and commitment to make an organisation diverse from a process, operational, cultural and leadership place. Livity was always a champion of diversity but sometimes, without intention, we’d enter the office and wonder where did everyone go? Business is business. But actually it’s not rocket science. It goes back to that commercial advantage, which is just as relevant to diversity as it is for mental health. Why aren’t businesses spending time and effort towards this? We know that diverse teams make better work. If you look at Pjoys we have a bias toward women. You might say it’s good but it’s still a bias. We must address this across our network and supply chain so it evens out. It’s not easy. And we’ll remain conscious of it as we build the business and try to address it. 

Who's a woman to watch or someone you admire in 2019?

Watch out for MadC, who is one of our artists. Her name is Claudia but called herself MadC when she became an artist to stay ungendered. She’s German, a mum of 2 and she inspires me. She didn’t use the colour pink in her artwork in the first 5 years because she thought it would open up judgement about her gender. She moves around the world with her family and is so strong and tiny at the same time.

Keep up to date with Michelle on Twitter and her Pjoys journey on Instagram and Twitter.

Unlocking the Secrets of Brand Success

A round-up of our marketing and PR workshop for Female Founders

A couple of weeks ago, we partnered with friendly colleagues Mac&Moore and Startups Magazine to host a morning workshop for 10 female founders aiming to level up on their marketing and PR for the success of their brand. As this was a tailored format, we weren’t able to service the lot of you. However, we’ve done a round-up of the key takeaways from the event. These tips will help you make the most of your marketing and PR as you bootstrap your startup, whether you’re doing it yourself or hiring people like us to do it for you!

Foundations

Establishing your business requires you to move at record speed and much of it you’ll be doing yourself. There’s a lot to do, possibly investors breathing down your neck and getting off the ground is a major priority. But too much speed and not enough haste can actually end up damaging both your brand and your business in the long run, and by taking the time to lay strong brand foundations, you have a much greater chance at success.

Make it your mission. Some brands do this better than others, but the very best businesses are driven by something greater than the sum of its parts, so it’s a good idea to think about setting your mission statement as early as possible. It’s the one thing about your business that should never change over time. It’s also a powerful marketing tool, and a powerful (and authentic) mission statement can also be the best way to attract the right kind of people to work for you, as well as encouraging your customers to buy from you.

What’s your ‘why’? A lot of people know ‘what’ their business does, some even know ‘how’ they do it… but what about why? This is a great way of allowing your brand and business to transcend your initial product or the service you’re starting out with and really stand out from the competition. 

Marketing is not just promotion. We talk about this a LOT with our clients but it’s really important to keep in mind. There are actually 7 P’s of marketing which include price, people, place and process. Your marketing strategy should feed into every aspect of your business and cohesively bring all the strands together into one solid path forwards. If you put all of your marketing budget/effort into advertising you’re probably going to miss the mark. 

Audience

An obvious one? Yes. But many startups spend a lot of time honing in on perfecting their product or service and forget to figure out who you want to be buying it. A detailed, specific approach is needed and will be crucial in getting your content and your messaging right as it should be tailored to the people you’re trying to reach.

Do your research. Speak to real people, host focus groups, dig around online for facts and stats you can use to back up your idea. Information is power and the more you have, the more accurate your audience personas will be, and therefore the more helpful they’ll be when you try and target these people in real life.

Dodge demographics. Don’t get us wrong, demographic information can be really useful when you’re building out audience personas, but if you rely solely on this information you’re going to lose out on getting a well-rounded vision of this person and the opportunity to be creative in how you approach them.

Make them REAL. Give your audience persona a name, give them some hobbies, define what makes them tick, what their pain points are. You are made up of so much more than your job title or your age so breathe the same kind of life into your audiences.

Amplification

PR can be a tricky beast. We started out in this section of the workshop by immediately debunking the myth that it’s all Ab Fab and champagne at lunch. Figuring out your angle and being strategic and targeted in your approach in order to get maximum coverage takes hard work, persistence and time to build relationships with key journalists. 


Hone the bullseye. Target the right audiences by getting to grips with  reaching the media and channels that serve them. Try to spend 30 minutes a day consuming the media you want to be in.  All of this will help give you an idea of current trends and what is culturally relevant. 

Tinker, tailor. Don’t send out generic pitches to everyone. Do your homework to find the key journalists with the right beat and interests for your story. Tailoring also means knowing their publishing cycles so you only pitch when relevant.

Make the ripple effect. Aim to create a piece of content once - one story - and for consumers to read about it often. You want your brand story to live on, beyond the day you launch it. It’s like adding seasoning to food to make it tasty – people will want your product more if they keep reading about it. It creates the ongoing ripple effect. 

We absolutely loved having a room full of such diverse business ideas, from Ed-Tech to a new type of ice cream and a sustainable food sourcing service to a book subscription service promoting diversity and inclusion. We also got some great feedback (which is always a plus!) 

“How genuine and informative it was. It was inspiring and easy to understand. Sometimes I get overwhelmed with new info but you made it exciting and motivating. Thank you
”

“I thought the presenters were brilliant. Really engaging, clearly know their stuff and the content was great as an intro.”

If any of these points have resonated with you or struck a chord with what you’re trying to achieve with your business, maybe you’ve hit a roadblock with your brand proposition, or you’re struggling to land PR stories, chat to us! We’d love to find out more about your business and how we can help you achieve success through creative and strategic marketing and PR.

The Female Focus: Daisy Stapley-Bunten

We’re in awe of what young people are doing these days.

You can be 23, see a gap in the market for a magazine to serve the startup community, gather the support of stakeholders and then get your act together to create it. This is exactly what Daisy did in founding Startups Magazine. We caught up with her on how it all began and the constant inspiration she gets from startup founders.

Did you have a female role model or someone you admired as a kid?

Yes. My mum for sure. She was a single, working mum and taught me about tenacity and hard work. And she was the one to introduce me to strong female music artists, such as Dolly Parton and Whitney Houston. The lyrics of those power ballads spoke to me and preached independence.

How do you think your early years have influenced what you do today?

I’d say a lot. Like anyone, your childhood is a huge part of your identity. My mum instilled a sense of independence in me. I am one of four siblings and I remember always wanting to keep up with my older brother (and sisters).

At CLO PR we’re big fans of the Magazine. How did it all begin?

I work a publishing company called Electronic Specifier. I started out as the editorial assistant, then editor, then assistant managing editor. It was when I went to an IoT showcase where I met all these founders of businesses and learnt how they’d risked everything to get their product to market. This inspired me. I discovered this incredible startup community and realized that there was a lot of information missing in the market that these businesses and founders could benefit from. I pitched the Startups Magazine - my own prototype - to the directors. They, too, have a massive respect for founders starting something from scratch and were intrapreneurial in letting me get the Magazine off the ground. What started as a quarterly publication is now a bi-monthly magazine and it’s exciting to see it grow.

We’ve seen the decline of traditional media and the rise of journalism in new channels. Are you excited about the industry and what could come next?

Definitely. You really have to start looking at the audience and understand them deeply. You also need to understand the user experience – you can’t just put out information and see what sticks. Media are almost switching to a retro format, turning back into print. For us, we’re creating a tactile reading experience but expanding into podcasts and digital because we want to offer more than just long form content.

You’re clearly really passionate about supporting the rise of women in the tech industry. What do you think is stopping women from excelling?

The statistics say that investment in female businesses is desultorily low even though they are extremely profitable, which is depressing. There’s a huge issue of girls not going into and pursuing STEM subjects. You can probably name at least 20 female musical icons, but it’s harder to name female tech icons that can serve as role models. This is bound to change, with newcomers on the scene, but it will take time.

What do you think is missing from businesses in building true diversity?

There is a big debate on whether quotas can work but they can invite resentment. Change has got to be in the recruitment phase: if a white male is doing the hiring, you get more of the same. Proven statistics indicate that diverse boards are more profitable because you get more points of view. Historically, male traits such as assertiveness, have always been the most valued. But more and more, female-led traits like empathy are needed. I think many startups are trying to change this by trying to change this by not hiring based on stereotypically and traditionally ‘male’ traits, and be more open-minded to attract more diverse candidates.

Daisy in action

You are positive impact personified! What have been some of the most positive results you’ve seen from the work you do?

I get to see the impact in every issue of the magazine. My favourite event so far was our Women in Tech event September 2018, which left me feeling emotional and inspired. I saw all these women and me come together to highlight that there is more than one slice of cake and it’s about working together to even out the slices so everyone gets a piece. The event was filled with discussion and debate. Knowing we facilitated that was special.

How do you keep learning more whilst on the job?

I am learning all the time - no one knows everything. I learn about the industry every day when I talk to and interview businesses and I often put myself on courses.

What have been the essential factors that have enabled you to get to where you are today that you think you'd struggle without?

I think it’s a mixture of positive and negative personality traits. I’m stubborn, so if I have an idea I will throw myself into it. This can sometimes have a detrimental effect on my mental health. I’m also passionate. When you realise how much time you spend at work, you’ve got to be doing something you love. I made this role for me. I also learnt early on that if you’re not confident, fake it and others will believe you. I’m starting to believe in myself too.

Where do you get your inspiration?

The startups I interview. Interviews used to be with a friend of a friend and as the magazine grows, startups have started to come to us. We think hard about the issues in the tech industry we want to champion, like wellness and celebrating women in tech (which we do every year). It is always pinned to what can we do to help entrepreneurs and have a positive impact. We want to push them into the public eye, showing them that there is hope with people working in these areas.

Who's a woman to watch or someone you admire in 2019, who’s been featured in Startups Magazine?

It’s all the women we’ve interviewed! But one sticks in my mind – Lina Chan, the founder of Adia Health. She is ending the taboo around female health, encouraging us to talk about fertility issues. Adia Health supplies finger pricks to test fertility. It has opened up the discussion that this is a huge issue many people are going through.

What exciting plans do you have for the Magazine this year?

The Magazine is branching out a bit more with new issues as well as an awards ceremony. We are also hosting other mini popup events, podcasts, exhibiting at Unbound and Women of Silicon Roundabout. It’s a busy year already!

Catch up on what Daisy is up to on Twitter and LinkedIn and of course Startups Magazine itself on Twitter and Instagram.

The Female Focus: Arit Eminue

This woman is creating job opportunities for those who can’t do it alone.

Meet the founder of DiVA Apprenticeships, an award-winning recruitment and training organisation that specialises in digital and businesses apprenticeships in the creative sector. We talk to her about the challenges millennials face in the job market and how knowing your values will help you reach your career highs!

“Through my time in foster care I developed a defence mechanism that taught me to rely on myself. I became self-sufficient and learnt to take control of my destiny. ”

Did you have a female role model or someone you admired as a kid?

Not really. I spent part my life in care between the age of 11 to 16, and while I was supported by my foster mother and sister, and admired many qualities they had, I didn’t have a role model as such. However, different people inspired me for different reasons, based on their personalities or skills.

How do you think your early years have influenced what you do today?

Massively. I am resilient and independent, and through my time in foster care, I developed a defence mechanism that taught me to rely on myself. I became self-sufficient and learnt to take control of my destiny. It’s not something I’ve done consciously – it came out of my circumstances at the time but certainly taught me how to roll with the punches. All these qualities underpin what I do today.

You’ve gained business support from the British Library Business & IP Centre. It’s an incredible resource for businesses and startups. How did DiVA benefit from the Centre?

I was on the Innovating for Growth Programme, and it was the first structured business training I’d had. It was free and well resourced; I received access to incredible mentors, budgeting support and the opportunity to widen my network. I am now on the Innovating for Growth Advisory Board, and I also deliver workshops to alumni.

“To find the right career path, millennials need to understand what makes them tick. ”

The job market is changing for millennial job seekers. What do you think are the biggest challenges for this generation in joining the job market?

We need to reconsider education and what it means. Education or learning should be presented as a lifelong activity that encompasses many different things. From watching podcasts to reading books, to formal training and qualifications, to engaging with a diverse range of people. We learn in many ways and should remain open to this process throughout our careers.

Our education system is good. However, schools generally get people through a system of sorts but don’t necessarily prepare young people for the working world. At school the focus is on answering questions in a specific way within a specific structure, allowing little room for creativity, free thinking and innovation– all of which are important in the working world.

But to find the right career path, millennials (and the rest of us) need to understand what makes them tick. What their values and their skills are and whether these match with employers. They need to explore who they are, be honest about their strengths, passions, and look for experiences that allow them to work at their best. And don’t be afraid to change careers. No job opportunity is a waste of time. You’re developing transferable skills that will stand you in good stead further down the line whether that’s through employment or entrepreneurship or a combination of both. We live in an age where it’s okay to change careers. A jungle gym has replaced the career ladder!

And if you’re not sure what your values are, think back on the last argument you had. Arguments often happen when your values conflict with those of someone else. When you know your know conflicts – what matters to you – your values will emerge

What are the most common skills in demand in the creative sector right now?

We’re living in a talent-driven market and being deft at digital is key. I read an article recently that said almost 90% of jobs have a digital component attached to them. So, keeping your digital skills up to date, is important. Soft, or foundational skills as I like to call them, are equally important. For example, proactivity, flexibility, a ‘can do’ attitude, communication skills, willingness to learn, desire to succeed, positive mindset, having an ability to build relationships and simply being a genuinely nice person to be around.

You are positive impact personified! What have been some of the most positive results come from the work you do?

I love helping to “Boss Up!” and take ownership of their careers whether that’s through employment or entrepreneurship or a mixture of the two. When our Apprentices get a full-time job, or one of my coaching clients achieves success as defined by them, I’m well chuffed!

How do you keep learning more while on the job?

Oh, I love learning. I attend a lot of industry-related conferences and training courses related to my work. I’m a people person as well – I love meeting new people from different cultures and communities and learning more about their perspective on life. I’m nosey and like to ask questions. You can learn as much from a 5-year-old as you do from a 50-year-old if you keep an open mind. I soak up books and podcasts too on everything from leadership to baking (I love cake!) to mental wellbeing. I can recommend Woman Evolve with Sarah Jakes Roberts, The 5 Second Rule by Mel Robbins and The Master Key System by Charles Haanel, which are great for helping you to breakdown barriers blocking your success.

What have been the essential factors that have enabled you to get to where you are today that you think you'd struggle without?

My faith. It’s my foundation and underpins everything I do — my family and friends for their unconditional love. Also, journaling has been important for me in getting all the stress out. Meditation, exercise and eating good food (with some treats!). Taking time out to binge on Netflix is also something that keeps me sane.

Where do you get your inspiration?

Sounds cheesy, but I’m doing what I love and know why I do it. I get excited that my work has a positive impact. That generally gets me out of bed in the morning. On those days when I frankly can’t be bothered, I try to think of at least three things that are going well. I’ll then break my day into tiny chunks, starting with fun, easy stuff first. Sometimes the tiny wins are all we need to get started.

What do you think is missing from businesses in building true diversity?

Honest dialogue, without the emotive language, and over sensitivity and caution to discuss sensitive topics such as race or gender. Empathy is also missing. A lack of direct experience of another’s pain is not the basis for dismissal. It should be viewed as an opportunity to learn, to empathise and to show solidarity.

Who's a woman to watch or someone you admire in 2019?

There are a lot of women I respect, for different reasons but I couldn’t pick one.

Name the quote you live by

Be transformed by the renewal of your mind’ (Romans 12:2)

Catch Arit on Twitter and Instagram and DiVA on Twitter and Instagram to keep up to date with what they do next!