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Joanna Jensen is the founder of the British multi-award winning, baby and child personal care brand, Childs Farm. Created in 2010 as a solution to her own daughter's sensitive and eczema-prone skin, every element of their range from content to bottle is thought through to ensure they are best for skin and best for planet.
Focusing on sustainability and with an eye to challenging an established market, Childs Farm received rave reviews from happy parents, proved to be a winning formula for the high street.
In this revealing book, Joanna Jensen, a true business disruptor, tells her personal and her business story. From being a single parent with two small children, to building an award-winning brand stocked in supermarkets, this book details every step of the journey to becoming a successful brand creator, business owner and high street champion.
Child's Play is a book for anyone with a business idea and a passion to build a brand. Told with a unique voice, the book doesn't sugar-coat anything but is guaranteed to ignite passion and excitement for business.
List of contents
- Chapter - 00: Introduction;
- Section - 01: Part One;
- Chapter - 01: My journey, my story;
- Chapter - 02: Finding and keeping your idea;
- Chapter - 03: Know your customer, know your customer, know your customer;
- Chapter - 04: Be authentic, or why apostrophes don't matter;
- Chapter - 05: Branding gold dust (by Paul Yocum, Chief Growth and Marketing Officer, PZ Cussons);
- Chapter - 06: Protect yourself; protect your brand;
- Chapter - 07: Touch, feel and taste, or why you shouldn't get rushed off your feet;
- Chapter - 08: It starts with a good brief - how to make things;
- Chapter - 09: Literally getting from A to B or D2C;
- Chapter - 10: Let's start at the very beginning and really know your stuff;
- Chapter - 11: What's your margin and the imperfect art of forecasting;
- Chapter - 12: Listen and repeat - 'why money matters';
- Chapter - 13: Identifying the successful engine of any business - getting it in front of customers;
- Chapter - 14: Joined at the hip and peas in a pod - marketing and selling;
- Chapter - 15: Above it all, staying true and being resilient;
About the author
Joanna Jensen founded the UK's multi award-winning baby and child personal care brand, Childs Farm which she sold to PZ Cussons PLC in 2022. She is passionate about SME's (small to medium enterprises), 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 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.
