Setting up a start up company from scratch

The Situation

Pixie and Jack was a much bigger assignment than any I had taken on previously involving the total set up and running of a start-up company.

The client was a successful baby linens designer, with a strong track record in manufacturing product ranges for John Lewis, Harvey Nichols and Heals, who wanted to set up an online baby linens company. The client’s skill as a designer and manufacturer of UK made quality items made a great proposition and I was brought in to create the brand, the ecommerce website and set the marketing strategy for the business.

Setting up the company

Researched the potential customer base to find out the marketing requirements and worked with the client to develop the brand values. Once established the brand values were able to inform all the content marketing. Then I worked with a graphic designer and a web designer create a logo, a look and feel and the all-important website with ecommerce capability. I set up all the required contracts in order to sell securely online including setting up Worldpay and Paypal.

Beautiful images were key to success so found a product and lifestyle photographer to bring the product range to life on the screen. Managing a photo shoot of babies and their mothers took resourcefulness, tact and a sense of humour to ensure we got the right shots but was tremendous fun.

Devised a launch and initial marketing strategy to create awareness of the company in print and social media within the target audience of young mothers and grandparents.

Growing the business

It was a steep learning curve to acquire new digital marketing skills, understand SEO and apply it both on and off page, use social media to build and engage an audience. It was a highly enjoyable challenge and I loved learning new skills and seeing the brand build in the market and the sales start to come in.

A big focus was on creation of content for the website, blog, social media and updating keywords. As the company grew customer retention – including email newsletters and special offers – became more important.

Identifying new opportunities – persuaded and set up both ebay and Amazon as additional sales channels. Negotiated the Amazon system to set up and list products for sale plus do it in a way that potential customers will find the products.

Analysis of progress – used google analytics, website analysis, sales, facebook likes, twitter followers to inform assessment of progress and future decision making.

The Results

Created a beautiful website that is easy to use, fully secure and found on google. Amazon quickly became a major source of revenue. As a result within three years we created a profit making, stable business and are looking to recoup investment within two years.

Pixie and Jack was a roller coaster of an experience where often I didn’t know the answer or even where to start finding it. However bringing together tenacity, a strong belief in the product range, a great working relationship with the client and some very hard work created a company that I am very proud to have been part of its creation and development.