『Brand Growth Heroes』のカバーアート

Brand Growth Heroes

Brand Growth Heroes

著者： Fiona Fitz | Brand Growth Heroes Mini MBA |
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Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.Copyright Fiona Fitz Consulting Ltd. マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • How To Raise Investment For Your Consumer Brand Without Losing Control! Phil Hails-Smith, Joelson (Part 2)

    How To Raise Investment For Your Consumer Brand Without Losing Control! Phil Hails-Smith, Joelson (Part 2)
    2026/08/05
    How should founders value an early-stage consumer brand, negotiate with investors and raise capital without giving away more of the company than they intended? In this second part of my conversation with Phil Hails-Smith, Managing Partner at Joelson, we move from founder equity into investment, valuation and the legal foundations required to scale a CPG brand.Phil explains why private-company valuation is an art rather than a science, how SEIS and EIS can support early fundraising, and why an ambitious valuation can create painful dilution if the business later misses its plan. We also discuss responsible AI policies, investor due diligence, change-of-control clauses and why owning every element of your intellectual property can determine whether an eventual sale completes.What You’ll LearnHow SEIS and EIS can help early-stage founders attract investment.What investors consider when valuing a pre-revenue or early-revenue consumer brand.Why raising at too high a valuation can cost founders more equity later.What a scaling company should include in its AI policy.How contracts and intellectual-property ownership affect an eventual exit.Key Topics DiscussedMoving from founder equity into external investmentSEIS and EIS tax incentivesRaising an initial seed roundValuing pre-revenue and early-revenue consumer businessesRevenue multiples and future growth potentialWhy valuation is an art rather than a scienceBalancing company valuation against founder dilutionThe dangers of raising at an unsustainable valuationDown rounds and the effect on founder ownershipChanges in investor appetite for consumer and CPG brandsWhy defensible physical products may appeal to investorsResponsible company use of AIProtecting confidential and personal informationControlling which AI tools employees can usePreparing for private equity or strategic acquisitionReviewing customer and supplier contractsChange-of-control provisionsMaking sure the company owns its brand assetsThe Innocent logo dispute and the importance of intellectual propertyWhy unresolved legal issues can delay or jeopardise a saleUseful linkshttps://joelsonlaw.com/Like this episode?PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.Join our communityInstagram (https://www.instagram.com/brandgrowthheroes)LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)Youtube (https://www.youtube.com/@brandgrowthheroes)Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.*** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm ***If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/) - we highly recommend you take them up on it!CreditsThanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire Brand Growth Heroes team.
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    32 分
  • Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, Joelson

    Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, Joelson
    2026/07/21
    How should co-founders divide equity - and what happens to those shares if one person leaves?In Part 1 of my conversation with Phil Hails-Smith, Managing Partner at Joelson, we unpack the ownership decisions that founders building consumer and CPG brands need to make long before an investment round or exit. (This conversation was soo jam-packed with value that we had to split it in to two!)Joelson B Corp is the leading commercial law firm specialising in helping founders of scaling consumer brands. The're the law firm that advised the innocent founders on their landmark sale to Coca-Cola (and still work with them at JamJar Investments today, which tells you something...). They also work with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and are always present at every industry event, chatting to everyone, with smiling faces and ready to help. In this episode, Phil shares practical benchmarks rather than vague principles: why a 50:50 co-founder split is relatively unusual, when 60:40 or 70:30 may be more appropriate, how vesting can prevent dead equity, and why both founders may need to be subject to the same provisions. We also explore all the questions you might have around advisor equity, employee option pools, EMI options and the hidden dilution founders can absorb when investors negotiate on a fully diluted basis.What You’ll LearnHow to decide between a 50:50, 60:40 or 70:30 co-founder split.Why founder shares may need to vest over three or four years.What “dead equity” means and why future investors dislike it.How much equity an advisor or instrumental early employee might receive.How employee option pools can dilute the founding team during a fundraise.Key Topics DiscussedAssessing each founder’s original idea, commitment and financial riskWhy equal equity is not always the fairest structurePlanning for illness, parental leave or a founder leaving the companyGood-leaver and bad-leaver provisionsFounder vesting schedulesPreventing dead equityWhy vesting should generally be balanced between co-foundersUsing AI to create co-founder agreementsWhy AI cannot identify questions founders do not know to askThe risk of US legal assumptions appearing in UK agreementsTypical advisor equity of approximately 1% to 2.5%Why 5% or 7.5% may be excessive for an advisorFounder control at 75%, 50% and 30% ownershipCreating a 15% to 20% employee option poolUnderstanding fully diluted valuationsWho absorbs option-pool dilution during an investment roundEMI options and tax-efficient employee incentivesGiving meaningful equity to instrumental early employeesUseful linkshttps://joelsonlaw.com/https://www.linkedin.com/company/joelson-law/Like this episode?PLEASE share the love by sharing it with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.Join our communityInstagram (https://www.instagram.com/brandgrowthheroes)LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)Youtube (https://www.youtube.com/brandgrowthheroes)Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.*** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ***Scaling CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property - that's why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:hello@joelsonlaw.com) - we highly recommend you take them up on it!CreditsThanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team
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    30 分
  • Here We Flo | Building a £10M Period Care Challenger Brand

    Here We Flo | Building a £10M Period Care Challenger Brand
    2026/07/07
    Tampons in an Ice Cream TubIn this episode of Brand Growth Heroes, I’m joined by Tara Chandra and Susan Allen, co-founders of Here We Flo, the organic, sustainable period care brand turning one of the most shame-coded categories in consumer brands into something loud, funny, feminist and brilliantly visible on shelf. We talk about how two friends from LSE spotted a gap in women’s intimate products, started with a period care idea in a Hackney flatshare, and built a challenger brand now stocked across major retailers including Boots, Tesco, Sainsbury’s, Asda, Superdrug and Holland & Barrett.Here We Flo shows us the power of brand strategy to create value when the category ITSELF is broken. Tara and Susan didn’t just create organic cotton tampons, pads and liners; they questioned why period care was hidden, clinical and functional when other parts of consumer life had already moved towards better materials, better design and better conversations. We cover packaging as a growth lever, why their ice cream tub became a “trolley magnet”, how they think about rate of sale rather than just chasing distribution, and why their mission now stretches across cycle care, bladder care and sexual wellness.What You’ll Learn Why Here We Flo used packaging as their first “billboard” before they could afford media. How starting in independent Hackney stores helped them build product market fit. Why brand tone of voice matters so much in categories shaped by shame and stigma. How they think about growing rate of sale with existing retail partners. Why product reliability is non-negotiable in period care and bladder care. Key Topics Discussed Building a feminist challenger brand Organic and sustainable period care Packaging as a shelf strategy Launching in independent retailers Breaking into WHSmith Travel, Boots and Tesco Making taboo categories emotionally accessible Period care, bladder care and sexual wellness Growing through rate of sale, not just distribution Education on shelf and in-store communication Sports partnerships, stigma and period confidence Building a team of 31 women Scaling towards 50–100% growth ambitions Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.Join our community Instagram (https://www.instagram.com/brandgrowthheroes) LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true) Youtube (https://www.youtube.com/@brandgrowthheroes)Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)AND Do you want to lean in to unlock value from AI? We have a whatsapp group -the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Do you want to join? *** A massive thanks thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ***If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:hello@joelsonlaw.com) - we highly recommend you take them up on it!CREDITSThanks to our Sound Engineer Gyp Buggane at Ballagroove.com and all the rest of the Brand Growth Heroes team.
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    40 分
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