Show Notes
Why do most B2C brands fail and what does it actually take to build one to a £40M exit? In this conversation, hosts Emmie and Mae sit down with exit founder and angel investor Joanna Jensen to break down how a kids skincare brand for eczema (Childs Farm) went from kitchen-table idea to a £40M acquisition. We cover product sampling over paid ads, knowing your customer to lower acquisition costs, packaging as 'packvertising', and the biggest mistakes B2C founders make around growth pace and patience. We also go inside the exit itself - investor relations, corporate governance, cap table red flags, and what angel investors wish founders knew before raising. If you are building a B2C business and thinking about a future startup exit strategy , this is your playbook for building to sell without burning out.
In this episode we cover: - Why naivety can help you disrupt FMCG giants - Sampling and word of mouth vs paid ads - How to know your consumer and track key metrics - Packaging, differentiation and challenger brand thinking - How to plan for an exit from day one - Angel investor red flags
Connect with Joanna on LinkedIn: https://www.linkedin.com/in/joannajensenuk/
Connect with us: → Join Female Founders Rise Free: https://femalefoundersrise.com → Emmie on LinkedIn: https://linkedin.com/in/emmiefaust → Mae on LinkedIn: https://www.linkedin.com/in/mae-yip-9017b238/ → Female Founders Rise Show on Instagram: https://www.instagram.com/ffr.show → Watch on youtube: https://youtu.be/jU-qEyrzCqo?si=iQ5kSxH8JJxySygr
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