Do you have that ‘on the cusp’ feeling? I think it’s something that unites founders. There’s always something on the horizon that helps keep the faith in your business, even when on paper it’s not always clear. My guest on the pod this week is Jen Fuller, founder of Etta Loves, science backed baby sensory products that are also absolutely beautiful. Jen is really open that it’s the ‘cusp’ feeling that keeps her going rather than revenue or income goals. I loved this conversation, as a service business owner, it’s always fascinating to hear from product founders. Jen shares so much empathy, inspiration and nuts and bolts practical advice. How to deal with copycat businesses, direct sales v working with retailers, opening in new territories, celebrity endorsements and what she gained from a business growth programme, Jen gives her perspective on it all.   This episode is sponsored by Ancient + Brave (www.ancientandbrave.earth/). If you’d like to try any of their products (I am a big fan of True Collagen!) you can use our discount code BTB20 for 20% off your first order.   Takeaways: Balancing a corporate career with a family Jen's light bulb moment for her business  How Jen used her mat leaves to launch her business  Struggling with the lack of control that comes with motherhood Goal setting and ‘the next thing’ as a founder Appearance v reality and businesses in survival mode Committing to ‘doing it properly’ and Etta Loves’ USP Copycat businesses and products Direct sales v working with retailers  Celebrity endorsements and influencer marketing Business growth and development programmes  Balancing business and family as a founder Where Jen finds joy   Chapters: 00:00 The Birth of Etta Loves 05:00 Navigating Career Transitions: From Stockbroker to Entrepreneur 10:00 The Challenges of Motherhood and Entrepreneurship 15:12 Building a Business: The Balancing Act of Income and Passion 19:59 The Science Behind Etta Loves: A Commitment to Quality 24:56 Facing Competition: Coping with Imitation and Industry Challenges 26:01 Navigating Copycats and Retail Relationships 28:06 Shifting Sales Strategies: Direct vs Retail 30:02 Celebrity Endorsements: The Kardashian Effect 34:10 Investing in Business Growth 39:41 Future Plans and the Uncertainty of Business 41:27 Balancing Work and Family Life 45:27 Finding Personal Joy Amidst Chaos   Resources: Goldman Sachs 10000 Small Businesses: https://www.goldmansachs.com/community-impact/10000-small-businesses/us UK Export Academy: https://www.great.gov.uk/export-academy/ Lauren Jumps: https://www.youtube.com/@LaurenJumps   Links: Website: www.bumptobusinessowner.com Instagram: https://www.instagram.com/bumptobusinessowner/ LinkedIn: https://www.linkedin.com/in/carolinepooley/ About Jen Fuller Jen Fuller is the founder of Etta Loves, and mum to two little girls. Etta Loves was born from Jen's passion for providing babies with the best possible visual experiences to support their development while making everyday moments easier for parents and carers. With a strong commitment to excellence, she collaborates with leading experts in infant vision and her dedicated team to create the most optimised sensory essentials in the world, designed with both science and sustainability in mind. The idea for Etta Loves came to Jen when her first daughter Etta was just six weeks old. She noticed Etta staring intently at the black and white pattern jumper she was wearing while feeding, completely ignoring the plain muslin on her shoulder. To Jen's surprise, Etta fed for longer and the usual overwhelm of feeding seemed to lift. The light bulb moment sparked her fascination with infant vision and inspired her to harness the science behind what babies can see. Driven by this newfound passion, Jen set out to transform everyday baby essentials, starting with muslins, and expanding into powerful sensory tools that captivate tiny eyes and bring calm to daily routines. Today, Etta Loves offers beautifully designed, science-led products that provide babies with the wonder and focus they need while offering parents and carers moments of calm throughout their day. Jen Fuller Links: Website: https://www.ettaloves.com/ LinkedIn: https://www.linkedin.com/in/jen-fuller-ettaloves/ Instagram: https://www.instagram.com/ettaloves Music by AudioCoffee: https://www.audiocoffee.net/

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