In today’s episode, we’re joined by Ella McKay, founder of FATSO, the unapologetically bold, brilliant and beautiful chocolate brand shaking up the confectionery world.

Launched in 2022 after being dreamt up in lockdown, FATSO is on a mission to make chocolate fun again - big, chunky, and full of life - while doing things ethically and with integrity. Behind the humour and bold branding is a founder navigating motherhood, lean budgets, and the ever-shifting culture of work.

Stay tuned to hear how Ella has managed imposter thoughts, turned limited resources into major visibility, and learned to prioritise both sales and operations without burning out in the process.

Ella’s advice:

• Imposter experience insight: be aware of your weaknesses (not insecurities) and accept that sometimes you just have to work on them
• Accept your vulnerabilities, don’t be overwhelmed by them
• Support-network lesson: Have a good mentor network and ask for help. You can usually overcome self doubt by talking something through with someone. But spend time first thinking it over, deciding who best to share with
• There’s a fine balance between sharing a problem and being swamped with too much advice
• Budget-friendly growth tip: Be honest about what you can afford. Approach partners transparently and find people who want to grow with you.
• Sales-first strategy: Sales always come first. Everyone in the business should think like a salesperson — you can’t build operations without revenue.
• Hiring advice for startups: Trust your gut. Look for energy, passion, curiosity, and the willingness to get hands-on. Not everyone is built for startup life.
• Motherhood and entrepreneurship: There’s no maternity cover when you’re the founder. Embrace help, drop the guilt, and remember — your child benefits from seeing you strive.
• Mindset for founders: Don’t chase perfection. Start, iterate, and learn as you go.
• Values-driven business tip: FATSO wasn’t started to make piles of money — it’s about building a brand with purpose, humour, and integrity. Stay true to why you began.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In today’s episode, we’re joined by Candace Bertram, founder of Studio88, a fast-growing Pilates community in Birmingham. After opening her first Reformer Pilates studio in November 2024, she expanded just six months later with a second location in Hall Green.

What started as one small space has quickly become more than just a Pilates studio, it’s a welcoming community where inclusivity sits at the heart.

As a young, Black female founder and single mum, she has faced pushback along the way, yet her resilience and determination have carved out a space that is both empowering and trailblazing. Stay tuned to hear her insights on taking the leap from job security into entrepreneurship, navigating the realities of financial pressures, and how she’s embedding diversity, inclusion, and true community into the very foundations of her business.

Candace’s advice:

• Community inclusion tip: Candace has always believed in building community and fostering inclusion.
• Customer experience insight: Her customers appreciate the security of a small space, familiar faces, and a feeling of safety.
• Entrepreneurship lesson: She was spurred into taking on a second studio simply by the belief that it was the right time and place.
• Mindset advice for founders: She didn’t let imposter syndrome or external doubts hold her back. Instead, she trusted her timing and her vision.
• Business growth advice: She did not allow the pressure of fixing an opening date to dictate her decisions.
• Inclusivity approach: She believes in creating space for everyone, but if a female-only class is preferred, that’s fine too.
• Hiring advice for fitness businesses: It’s vital to find the best possible instructors who have an open mind, a positive outlook, enthusiasm for learning and improving, and strong communication skills.
• Leadership mindset: Try to adopt a philosophical attitude toward any problems that arise.
• Values-driven business tip: Always stick to your original aims and ethos, no matter how much you grow.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In today’s episode, we’re joined by Jianne Jamil, founder of DIOME, a premium supplement brand developing science-backed formulas to support the demands of modern life. Inspired by her mother’s decades-long struggle with prescription sleep medication, she set out to create effective, natural alternatives without the negative side effects. Before founding DIOME, Jianne built her career in the luxury beauty industry across New York, Paris, and London with La Mer, Tom Ford and Bobbi Brown. DIOME launched with Rested, an award-winning doctor-formulated, sleep supplement developed with her expert scientific team, including naturopath Emilie Delanoue and medical doctor Dr. Jencikova.

DIOME launched with Rested, a doctor-formulated, sleep-optimising supplement developed with her expert scientific team, including Emilie Delanoue and Dr. Jencikova.

Stay tuned to hear Jianne’s insights on where to start with your NPD, building a science-led wellness brand, and how to market those premium products.

Jianne's advice:

• Product launch advice: Efficacy is everything; your product must truly deliver results
• Health industry tip: Do thorough research before entering this highly regulated space
• Regulatory compliance advice: Check laws in every country where you plan to sell
• Supply chain tip: Confirm ingredient availability before committing to production
• Quality control advice: Test, test, and test again to build customer trust
• Entrepreneurship lesson: Use both data and intuition when deciding launch timing
• Startup growth tip: One hero product can be enough to build a thriving business
• Customer loyalty advice: Focus on longevity and building a faithful customer base
• Branding and marketing tip: Position your product carefully, especially for a premium science-based brand
• Business integrity lesson: Cut no corners — reputation is everything
• Agency collaboration tip: Brief your creative team thoroughly so they reflect your vision

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In today’s episode, we’re joined by Neada Deters, founder of LESSE, a skin care brand redefining beauty through simplicity, efficacy and sustainability.

Born in Sydney and now based in New York, Neada began her career as a beauty editor, interviewing leading experts and testing countless products. Yet her own struggles with cystic acne and reactive skin revealed a gap in the market for effective and natural skin care that worked for sensitive skin. In 2018 she launched LESSE, a self-funded business pioneering high-performance formulas that merge active botanicals with brilliant results.

Stay tuned to hear Neada’s insights on building a self-funded beauty business in a VC-driven industry, the lessons she’s learnt in balancing simplicity with efficacy and how she’s working to raise standards in the natural skin care space.

Neada's Advice:

• Self-funded startups tip: Stay independent and fully in control of your vision
• Bootstrapping advice: Grow at your own pace without investor pressure
• Entrepreneurship lesson: Build trust by prioritizing quality and ingredients
• Small business survival tip: Gain resilience by staying clear and focused
• Startup motivation: Celebrate small wins along the journey
• Business growth advice: Be resourceful, run a lean team, and know your numbers
• Money management for entrepreneurs: Always keep cash flow top of mind
• Financial planning for startups: Get advice from experts who understand small businesses
• Working with your partner in business: Define clear roles from the start
• Founder health tip: Protect your wellbeing — it’s one of your biggest business assets
• Work-life balance for entrepreneurs: Learn when to push hard and when to rest

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Today, I’m joined by Bruce Poon Tip, founder of G Adventures, the world’s largest small group adventure travel company and a pioneer in community tourism. Bruce started the business 35 years ago with two maxed-out credit cards from his garage in Toronto and has since built a global movement rooted in purpose and impact.

Recently awarded The Officer of The Order of Canada, Bruce returned to the Ecuadorian Amazon, the site of G’s very first trip, to reflect on the company’s legacy and plan for the next 100 years.

In this episode, we discuss Bruce’s approach to leadership, how he built a values-led culture, and what it really takes to create a business that changes lives, within his business as well as so many others.

Bruce's Advice:

• Carve Your Own Path With New Ideas – True entrepreneurship means innovating and standing out from the competition.
• Find Your “Why” – Define your motivation and purpose to stay focused when building your business.
• Know Your Audience – Understanding who you serve is the foundation of successful marketing and growth.
• Define Your Unique Strengths – Highlight your skills and specialties that make your business different.
• Why Your Business Should Exist – Clarify the value and impact your business brings to the world.
• Your Business Reflects You – Every brand is a mirror of its founder’s values and vision.
• Balance Creativity and Strategy – Innovators thrive with ideas, but lasting businesses need both creativity and solid numbers.
• Turn Crisis Into Opportunity – Challenges like the pandemic can fuel innovation and business transformation.
• Human Connection in the Age of AI – In today’s AI-driven world, genuine human relationships and service are what set businesses apart.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode, we’re joined by Richard White, founder of Fathom, the AI-powered meeting assistant that records, transcribes and summarises your video calls so you can focus on the conversation. Previously the founder of UserVoice, Richard brings deep experience in user-centric product design and has built Fathom into one of the fastest-growing tools in the productivity space.

Stay tuned to hear Richard’s insights on the early product decisions that drove Fathom’s breakout growth, why their freemium model worked from day one, and how they engineered virality into the onboarding experience. We also dig into how to build AI products that people actually want to use, why storytelling matters even in a product-led company and how to stay focused on solving real problems in a rapidly evolving tech landscape.

Richard's Advice:

• When launching a product, make sure it always works - not just some of the time
• Be a target user yourself: what do I value?
• What feels like ‘magic’ and appears to go beyond the possible
• Build things you yourself can and will use
• Word of mouth infinitely more valuable and trustworthy than, for example, an Amazon ‘review’
• When trying out what AI can do for your business be prepared to jettison ideas as you go - sometimes big ones
• Use humans for customer support; this is an area worth investing in

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In today’s episode, we’re joined by Daisy Bird, founder of BIRD PR, a creative communications agency specialising in luxury travel and hospitality brands since 2010.

Daisy leads with a deep belief in the power of culture, emotional intelligence and building a people-first business. After 15 years in business, Daisy is cognisant of the investment this takes as well as the invisible skills a founder has to have to make a business succeed with a happy team as well.

Stay tuned to hear Daisy’s insights on the emotional undercurrent of running a business, why understanding personalities is non-negotiable in service industries, how she interviews, the value of psychometric testing and why investing in people is the best way to future proof your business.

Daisy’s advice:

• Align yourself with brands you respect
• In this way you will be more effective; integrity matters
• When employing, look for a range of talents and individuality - embrace differences
• Invest in your employees: coaching is helpful for your team in areas like leadership skills and self-awareness
• Wellness retreats are valuable
• Employ people who are ready to learn and accept feedback
• Encourage and reward employees who consciously add value to prove their worth
• You must delegate; it’s not sustainable to do everything yourself and leaves no room for creativity on your part
• Allow time to replenish yourself
• It’s important to air and discuss female developmental/health stages
• Take care of your loyal clients and don’t give all your attention to the new and exciting ones

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

In this episode we’re joined by Rachel Harris, co-founder of striveX & founder of Accountant She. Passionate about financial well-being and running values-led businesses, Rachel has created a modern, cloud‑focused accountancy and tax advisory firm for both businesses and individuals alongside a platform for business owners to find accessible, consumable, financial education.

Stay tuned to hear Rachel’s advice on the highs and lows of running a business. Why loneliness is something that you should not ignore, what you should ask an accountant when you are vetting your first one, how they can become your business partner, how to manage people within the business, and so much more.

Rachel’s advice:

• Initially decide how much you want to delegate
• Then employ people more intelligent than you, and delegate to them
• When you choose an accountant, choose them according to your plans/expectations for your business; it helps if they can mirror your long-term goals
• Establish your communications preferences at the outset
• Because your accountant will be effectively your partner, research their core values and the infrastructure of their business first
• Check whether or not they outsource work
• Assess their values before you assess their technical competence
• Rachel believes in the value of therapy
• She also believes in regular measuring of KPIs
• A very worthwhile benefits package will attract good employees if they are prepared to work hard for it
• Establish systems and processes to free you up
• Don’t underestimate the personal sacrifice and loneliness that being a founder can bring

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show