How personal experience shaped my startup vision

New Frontiers programme How personal experience shapes my startup vision

According to Sir Richard Branson, “The ideas for the best businesses tend to come from personal experience. There are many great ideas that have arisen by other means… but when you are generating ideas for a business, first-hand experience is essential.” This certainly resonates with me and reflects the inspiration behind my company, Itchy Little Monkeys.

My startup offers solutions for kids with eczema. Our products are designed to remove the stress eczema can cause both children and their parents, which is something that I have experienced first hand. Let’s examine why Richard Branson feels personal experience is important and what that means for my business.

1. “Personal connection equals commitment”

My daughter Sienna is the inspiration behind setting up the business. She has suffered badly from eczema since she was a baby. I came up with the idea when searching for solutions that could help her and through the frustration of not being able to find products that worked for us. With 1 in 5 kids having eczema, I knew there must be many parents out there that were going through what we went through with our daughter; i.e. the sleepless nights due to unrelenting itching, not knowing what condition her skin was going to be in the following morning, and the ongoing risk of infection from the scratching. Eczema can be very distressing for both parent and child and there is no cure for it – it can only be managed and it’s all about maintenance.

Having a deep personal knowledge of the problem keeps you focused on finding a solution, and means you have the passion to persevere through the tough times.

2. “Building a business is like riding a roller coaster”

There are inevitable ups and downs when starting a business. Experience of the industry from the customer’s perspective will give you an edge.

We currently offer 2 products, with plans underway to extend the product range.

Our Shruggi is a form of scratch mitten that protects the child’s skin from the damage of scratching. It goes on like a cardigan/shrug over the child’s shoulders, making it easy for parents to put on but difficult for the child to remove. We found that traditional scratch mittens just wouldn’t stay on our daughter, so our Shruggi does just that. It is made from organic cotton and silk and comes in bright, colourful, child-friendly designs.

Our fun storybooks feature the characters of the Itchy Little Monkeys (Max and Mimi). These are characters that children relate to. The stories are fun for kids while also providing top tips and advice for parents to help them manage their child’s eczema, which complement standard clinical treatments their child may be receiving.

3. “You’ll have a competitive advantage”

Having experienced what other parents with kids that have eczema have, we know what our customers are looking for so that gives us a competitive advantage.

I AM the customer I’m targeting, so I know what other parents are going through and what it is they are searching for. I have parents regularly contacting me looking for advice on how they can best manage their little one’s eczema.

4. “You know your customer base”

With 1 in 5 kids globally suffering from eczema (more in some countries), we know there is a market for what we are selling. And since we’re able to relate to our customers, we should be positioned to make better decisions that meet their specific needs and wants.

There is no cure for eczema, it can only be managed.

The Shruggi breaks the itch-scratch cycle of eczema. When kids are itchy, they scratch. The more they scratch, the itchier their skin becomes. Scratching damages skin, with the increased risk of causing infection. Our product prevents the damage caused by scratching, therefore reducing the risk of infection and allowing skin to heal quicker, meaning less stress for child and parent.

I know from experience that looking after a child with eczema can be very stressful. When developing our brand, we aimed to remove the stress or eczema by making it as fun as possible for the child.

5. “You will keep refining your ideas”

Because our daughter lives with eczema daily, we are constantly aware of it and are always looking for better ways to help her and therefore our customers too.

As well as our Shruggi and storybooks, plans are underway to extend the product range. We are constantly thinking of the next way we can help make life easier for kids suffering from eczema.

Because our stories are based on personal experiences of dealing with a child with eczema, I haven’t run out of ideas for writing yet – there is so much we have learnt along the way that we can share with other children and parents.

So, although I have a business background and have previous experience of running a business day-to-day, it is the deep personal knowledge I have of this subject matter that makes me passionate about this business in my quest to help other kids (and their parents!) manage their eczema.

About the author

Nicola McDonnell New FrontiersNicola McDonnell

Nicola is a New Frontiers alumna and the founder of Itchy Little Monkeys. The startup provides solutions for young children with eczema; its product range currently consists of the Shruggi – an innovative form of scratch mitten – and a range of fun storybooks… [Read Nicola’s profile]

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