Mintel is the world's leading market intelligence agency. For over 40 years, Mintel's expert analysis of the highest quality data and market research has directly impacted on client success. Here, Mintel takes a look at how the food, drink and wellness industries are encouraging people to age positively...

The "senior" demographic is a label often assigned to people of retirement age who may be slowing down or suffering from health problems. Due to the modern reality of longer lifespans, however, this group actually represents a very broad spectrum of the population. As lifespans reach 100 years and older, the perception of "seniors" as one cohesive group of consumers has become outdated.

Today, many people work and live longer while being wealthier, healthier, better-informed and more active than previous generations. This carries with it significant opportunities for food and drink companies to find new ways to target older consumers.

As the senior population continues to grow, it is crucial for brands to recognise the full potential of marketing to older adults and tailor campaigns accordingly. Challenging stereotypes of this age group is key, as is reflecting how products and services can be relevant to them specifically.

Food and drink products targeting seniors still limited in Europe

Despite a rise in the world's ageing population, "senior" claims in food and drink have so far seen limited use. From 2014 – 18, less than 1% of global food and drink launches targeted seniors (aged 55+) overtly with on-pack claims, according to Mintel Global New Products Database (GNPD). Japan and China dominate global food and drink launches that target seniors, reflecting a less stigmatised attitude toward ageing: Japan accounted for a third of launches with senior claims from 2014 – 18, followed by China with 30%. While Europe has seen a slight increase in products with senior claims from 2016 – 18, the few launches do not reflect the region's large share of older consumers. Formulations will need to increase as the United Nations predicts seniors will make up almost 35% of Europe's population by 2050.

Bakoma Senior Active Peach Flavored Drinking Yogurt (Poland): Leading Polish dairy company rolled out a senior-friendly yogurt range in March 2018. The yogurt and yogurt drinks are lactose-free and enriched with calcium and vitamin D.

Seamild Blood Maintenance Nutritious Oatmeal for Middle-Aged and Seniors (China): Functional cereals can target busy, health-conscious seniors. This hot cereal contains Australian oats, pumpkin, bitter buckwheat, spirulina, fiber and vitamin C.

Proactive approaches to health can come in many forms

Besides senior-specific claims, Mintel's 2019 Global Food & Drink Trend ‘Through the Ages’ predicts that general ‘healthy ageing’ will be the next extension for products that offer more holistic, proactive and ongoing wellness solutions.

For older demographics, this means products will not necessarily have to carry the sometimes-stigmatised "seniors only" positioning; meanwhile, brands will be able to rely on many of the same claims that appeal to younger consumers - thus resonating across all age groups. Areas to focus on include gut, bone and joint health, as well as ingredients that could improve cognitive health. Food and drink can serve as sources of essential nutrients for prevention and positive ageing, such as prebiotics for gut health, MCTs for brain function, lutein for eye health and collagen peptide for joints.

Brands could also take inspiration from scientifically proven healthy eating patterns for a new wave of positive ageing claims. For example, the Mediterranean diet has shown potential to link with brain health claims in food, drink and supplements.

Asda Mackerel Fillets (UK): This skinless and boneless product is high in omega-3, which helps maintain normal function of the heart. Despite the correlation between nutrients in fish and heart health, less than 2% of products launched globally make related claims. 

Adrien Gagnon Royal Jelly & Ginseng Ampoules (Canada): This supplement contains 2,000mg of maca and 200mg of ginseng to support cognitive function and reduce mental fatigue. Keeping brains healthy reduces a person's risk of cognitive decline with age.

Trimona Plain Bulgarian Yogurt (US): This product states that it is "a staple for health and longevity in Bulgaria for years" on the back of the pack, describing how it prevents ageing, rather than reacting to it.

Longer careers require energy and brain health

 Longer lifespans are driving consumers to work full- or part-time beyond traditional retirement age. Turning 65 years old no longer means trading in the office keys for a set of golf clubs. Increasingly, seniors are opting to delay retirement and stay in the workforce because they want to, because they have to, or a bit of both. As adults work longer, products that provide energy, brain health and, in the era of computers and smartphones, eye health, will be needed.

Eye health is impacted by lifestyle, including eating habits. Good eye health can therefore be supported by consumption of food and drink with nutrients such as vitamins C and E, zinc, lutein, zeaxanthin and omega-3 fatty acids.

Meiji's Gold Advance Malt Flavored Milk (Thailand): The dairy drink contains ingredients to help with bone health, nervous system health, brain health and memory as well as vitamin A to help with eyesight.

Jenny Zegler, Associate Director - Mintel Food & Drink

With offices in London, Chicago, Belfast, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Shanghai, Singapore, Sydney, Tokyo and Toronto, Mintel has forged a unique reputation as a world-renowned business brand. You can access Mintel reports at the Business & IP Centre free of charge with a Reader Pass. 

If you're one of those people who have this question running around their heads right now, trust me, you're not alone! Having worked in the recruitment and career coaching space for over a decade, feeling stuck is a normal part of your career journey. So, here are four quick tips to help you get started.

Hit the snooze button

Often, we do know what we want to do. We have just got used to telling ourselves that what we desire is not for us or we're not capable of achieving it or are not worth having it. Hit the snooze button on the imposter in your head and allow yourself a moment to dream.

Take yourself somewhere quiet, with a pen, piece of paper. Turn your phone off, no children, flatmates, partner or friends. In your quiet place, close your eyes, and ask yourself the question; "If I woke up tomorrow in a career, I enjoyed what would I be doing and how would I feel?" Allow yourself to live in the world you see. Take in everything from the people around you, the sounds, the colours, what you're wearing, doing and more importantly, how your world makes you feel.

After five minutes (or longer) open your eyes and without hesitation and ignoring any of the "what ifs" or "you don't haves..." that may invade your mind, write what you saw.

Then ask other questions; am I working part-time or full-time, local or international, company/industry? Employed or self-employed, a large or small company, who am I working with? Who is my audience/customers? The more you dig, the more gold you'll find.

If you struggle with answering the question, ask yourself "what do I not want to be doing?" Make a list of the pros and cons of your past role(s) including whether you liked the office, the perks – the little things matter too. Knowing what you don't want is half the battle.

Visualisation is a powerful exercise to unlock your subconscious mind. It will allow you to see beyond where you are now and helps to build your internal motivation to take the necessary actions to achieve your desires.

Create a vision board

Now you have identified what you desire; it's time to select images that represent those desires and create a vision board (aka dream board). This fun and straightforward process is a powerful visual of what you're aiming to achieve.

You can use a cork board, Pinterest, or a sheet of A3 paper. It's up to you.

Essentially, what you want to do is fill it with images, scriptures, motivational quotes, that reflect what you saw in the visualisation exercise. For example, you might include the salary you want to earn, the city you wish to work in, the job title etc.

Some choose to formulate their vision into a statement written in first person narration speaking as if they are already living their dream career. That's fine too. Just place it somewhere you will see it daily to remind you of where you're headed and keep you focused. 

As Corrie Ten Boom says: 'always live according to your vision, not according to your eyes'.  In short, the things you see daily are temporary, keep focused on the end game.

Set SMART Goals

SMART is an acronym that stands for Specific, Measurable, Achievable, Relevant, Time based. Saying for example, "I want to become an influencer on social media" is too broad. 

A SMART goal is more precise:

By 2nd May 2020, I will be a well-known social media influencer in Health & Fitness for women. I will achieve this through the creation of a YouTube channel where I will produce four videos each month, as well as publish one article per week on my website. I will acquire the services of a freelance social media expert to curate content for my Instagram and Twitter platforms and research four brand partnerships to increase my profile. This will reinforce my 10+ years of experience in the field and allow me to help more individuals develop healthier bodies and minds, which in turn makes me feel fulfilled.

Face the fear and do it anyway

One of the common reason people stay stuck in careers they don't like is because of fear – whether that's fear of the unknown, of failure, lack of opportunity, being able to cope financially. To quote Nelson Mandela, "the brave man is not he who does not feel afraid, but he who overcomes that fear." Diarise one action each day that challenges your fears. It could be as small as making that sales call or booking an appointment with your boss to discuss a promotion. The more you practice daily acts of courage, the less afraid of fear you will be.

Arit Eminue, a multi-award-winning entrepreneur, business and career coach

Arit Eminue is passionate about helping individuals to and take ownership of their careers through employment, entrepreneurship or a mixture of both. Arit designed Power Up! a free four week programme designed to help individuals to Power Up! and create a life and career that fulfils and excites them. The course mixes career coaching with accredited diploma units.

Connect with Arit on Instagram, Twitter or LinkedIn using the handle @AritEminue.

We all had that one shop in our hometown growing up that sold crystals and burnt incense. Back in Macclesfield, where I grew up, that place was Spivey’s Web. You know the type of place I mean: bedecked in wind chimes with plinky-plonky music playing and a bare-foot owner with long grey hair who smelled of dried lavender and disappointment.

For a very long time, I relegated anything that pertained to the vaguely mystical realm of Spivey’s Web in a box marked ‘a bit weird’. Healing crystals, veganism, affirmations, self-help, and meditation – these were all words at which I’d cynically roll my eyes should they crop up in conversation. Fast forward to today, however, and I’m actually the one bringing those words up in everyday chats, along with millions of other converts in our increasingly wellness-loving population. In fact, I started my own business after seeing an opportunity to help a growing number of wellness sector brands convey their message in a way that’s authentic, honest and holistic.

So what changed to put wellness back on the radar, and what can it teach you about the power of branding in your business?

My story

Let’s do a little rewind here. In 2016 I read a book by Jen Sincero that fundamentally changed the way I viewed my life. I realised that I didn’t have to do the exact same job for the next 20 – 30 years, I could do and be whatever I wanted to be. For me - this was HUGE and it completely reinvigorated the way I thought about my life opportunities!

Spurred on by this realisation I started reading more books, listening to more podcasts, and even attending events everywhere from London to Los Angeles within the wellness movement. I realised that this incredibly powerful community existed to help me be the best version of myself, and I was hooked. The old me thought that wellness was just about exercising, drinking more water and doing a bit of yoga, but I was so wrong. The new me wanted to be a part of this emerging industry and the opportunity it created to do business in a more responsible, positive way which was a far cry from the corporate world that I’d experienced previously.

Social media and celebrity influencers

Since time began we’ve looked to people in the public eye as a source of fascination, inspiration and aspiration. Recently we’ve seen a huge increase in celebrities’ willingness to open up and talk about their vulnerabilities, what makes them happy, what makes them tick and how they’re keeping healthy - both internally and externally. Everyone from Gwyneth Paltrow (whose Goop wellness brand is now worth a whopping $250 million) and Fearne Cotton (who launched her Happy Place podcast in 2018) to Russell Brand, Dawn French and Gary Barlow have jumped on the wellness bandwagon by letting us in on their concerns or stresses, and on the reality of life behind the glitz and glamour. This is helping spearhead a sea-change wherein we’re all becoming a lot more open about our mental and physical health and the strategies we employ to help us feel our very best, whether that’s through yoga, nature walks, meditation, adopting a vegan diet or even just buying organic skincare!  

You can do this too by using your influence, your story and your actions to inspire and motivate others – whether that’s a potential customer or a personal connection. A year after I started my personal branding company, a close family member was struck by how happy I’d become after following my dreams. This motivated them to follow their own dreams, and switched career paths from a corporate job to follow their passion for cooking and is now working as a private chef. Wellness is all about being the change you wish to see and setting a positive example by ‘walking the walk’.

Of course, the impact of social media can’t be underestimated, and over the past twelve months in particular we’ve seen a huge shift in the types of content that we like to see. Whilst Instagram used to be all about curating an aspirational, picture-perfect existence, there’s a burgeoning trend for ‘authenticity’ that is being reflected in the type of content we post about our lives and the stories we choose to tell. Rather than the filtered, pouting pre-workout selfie we’re sharing the sweaty, puffed out post-workout face, warts and all!

What’s so fantastic about this from a branding perspective is that you can do it in your business too. If social media can take the wellness industry from the dark ages of hippies, wind-chimes and medicinal herbs to the global industry worth £3.5 trillion that it is today, just think of the potential there is for you to use your social channels to communicate your unique message to the world!

Millennials are leading the charge

Something else that’s boosted the wellness industry is the differentiation in mindset evident amongst the Millennium generation. There’s a great scene in the film 21 Jump Street where Channing Tatum and Jonah Hill play policemen going undercover as high school students that demonstrates this. Channing wants to be accepted by the cool kids so resorts to acting like he did back when he was popular in high school, but this ends up being poorly received because the school environment today is drastically different from that of fifteen years ago. Millennials are much more tuned in to personal and social responsibility and are more risk-averse than previous generations, as well as being less motivated by material possessions. A recent study by the University of London reported an increase in the numbers of 16 – 25 year olds who avoid alcohol for example, whilst an Eventbrite survey showed that only one in ten people now regard being drunk as ‘cool’. These trends feed into the growth of the wellness industry and demonstrate the growing importance of making physically and emotionally healthy choices amongst the younger generation – who are your future customers. It’s also something to be aware of in terms of future-proofing your own business and ensuring that your branding and messaging is going to appeal with a customer base with a growing social and personal conscience. You need to be ready to respond to a potential client base who expect to see their values reflected in the products and services they engage with.

What does wellness mean for you?

Wellness is an entirely holistic concept. Defined by the Oxford English Dictionary as ‘the state of being in good health, especially as an actively pursued goal… not merely the absence of disease’ it is a term encompassing so much more than simply exercising and eating well, but extending into positive mental and emotional health and focussing on long term positive changes and sustainability rather than short term goals (for example healthy, balanced eating rather than weight loss and diets). It’s an evolution from niche lifestyle concept to an important global commodity that now accounts for more than 5% of worldwide economic output shows the transformation that’s possible when your business benefits from the right advocates (whether that’s influencers, celebrities or just your happy customers), has a strong and authentic brand and aligns with current cultural consciousness and the prevailing social climate. The growth of the industry also demonstrates the importance of paying attention to trends when plotting your business growth. We’re all looking for real human connections and the notion that ‘people buy people’ is more important now that it ever has been, which is why it’s essential that there’s congruence between our business brand and who we are as individuals. That’s one lesson from the wellness sector that we can all benefit from.

Liz Ellery is a photographer, website designer and fashion industry insider who’s launched two successful businesses and now uses her skills to help entrepreneurs build the perfect personal brand online through her company Elizabeth Ellery.

With the British Library’s Food Season coming to a close, we take a look back at the past few months and the events the Business & IP Centre has celebrated with, including panel talks, inventors’ club, speed mentoring, workshops and one-to-ones for budding foodie entrepreneurs, or those who wanted to grow their existing business.

The UK’s food and drinks sector going from strength to strength. In 2017, consumer spending in the sector exceeded £219 billion with food and drinks exports worth more than £22 million to the economy. With almost 7,000 micro, small and medium businesses active in the sector last year, there’s no shortage of brands eager to take a bite out of the market.

Expert Impact’s Profit with Purpose: The Tastemakers II heard how Rubies in the Rubble (Innovating for Growth: Scale-ups alumni), LEMONAID, The Dusty Knuckle Bakery and Ben & Jerry’s became successful social enterprises. Here’s a little taster of the evening…

Our own Inspiring Entrepreneurs: Recipes for Success followed with the founders and co-founders of Eat Natural, Riverford and Pip & Nut, moderated by food journalist Victoria Stewart. Here are some highlights from the Q&A, with questions from audiences both in London and around our National Network, as well as those watching via our live webcast.

With work/life balance being a main motivator for a lot of entrepreneurs (whether or not that ends up being the reality), finding a happy medium between business and non-work time can be challenging. Pip Murray, founder of Pip & Nut still struggles, even with products in over 5,000 stores in four and a half years, “The first couple of years I was like a headless chicken. It’s inevitable it [the business] will take over everything. Since building the team, it’s given me headspace to enjoy my weekends. There’s only so much you can keep going at that pace and something needs to give. I’m very much involved in everything. There’s still an element that sucks you in, but you just need regular breaks.”

Guy Singh-Watson, founder of Riverford, decided to make the company employee owned and he became one of 650 co-owners. Guy said, “I strongly believe in giving people as much autonomy about how their day goes, what they’re doing and how they do it. Giving them the ability to grow and get better at it. The third motivator is purpose. In agriculture, the work is very very demanding, and I think fewer and fewer people are going to want to do it and we have to make sure we keep the best ones.”

The panel of founders also highlighted the need to not being afraid of trying things, not waiting for perfection and just going for it. Praveen encourages, “If you have an idea, just go for it. You don’t know what’s going to happen until you speak to consumers. If you believe in it, you have to give it a go. We love failing – it happens all the time.”

The panel finished with their most rewarding moments in business…

• Riverford - the day we became employee owned 👥
• Pip & Nut - seeing our products on the supermarket shelves for the first time 🥜
• Eat Natural - getting the first crop of honey from our own beehives 🍯🐝

You can see all speakers’ videos and the Q&A on our YouTube channel, including questions on influencers, ethics, marketing and getting into supermarkets.

I don’t know about you, but since the growth in our dependency on computers of all shapes and sizes my handwriting has certainly deteriorated. Everything I was taught at primary school has gone out the window in favour of Calibri 18 and the ease of using Word 2010.

I never really gave it a thought until I visited the British Library’s Writing: Making Your Mark exhibition and realised that we are (in my opinion) in danger of losing an art that dates back over 5,000 years.

The Writing: Making Your Mark exhibition is a fascinating look at the origins of writing taking us on a journey through time from ancient wax tablets through to modern day computer screens. A look around the exhibition was enough to send me back to the Business & IP Centre to see which patents I could find relating to some of the topics.

If you ask most people about writing and the invention of writing implements they will probably say the most memorable was the invention of the Biro.

The first ball point pen (to give it its correct name) was invented in 1938 by Laszlo Josef Biro a Hungarian journalist. However, it wasn’t called a ball point pen initially, instead Biro’s British patent GB498997 had the title ‘Improved fountain pen’. It is said that Biro had noticed how newspaper ink dried rapidly leaving the newspapers smudge free and this gave him the idea to invent a writing implement that used the same kind of ink. However, as this ink was thicker than normal it wouldn’t flow freely down the nib of a traditional fountain pen and so Biro had to devise a new way to transfer the ink from the reservoir to the paper. He did this by adding a tiny ball bearing to the tip of his pen and found that, as the pen moved over the paper, the ball bearing rotated transferring the ink as it went. Success!

Biro’s British patent GB498997

Biro’s version of a ball point pen wasn’t the first though. This honour goes to an American inventor named John J Loud. Loud invented a ball point pen which he stated in his US patent US392046 (issued October 30 1888) was “an improved reservoir or fountain pen especially useful among other purposes for marking on rough surfaces such as wood, coarse wrappings and other articles where an ordinary pen could not be used.” Unfortunately for Loud his invention does not seem to have been as commercially successful as Biro’s whose invention wasn’t developed until 20 years after Loud’s death in 1916.

Ball point pen US patent US392046

BiC Crystal is a name we are probably all familiar with as it is reputed to be the best selling ball point in the world. However, it’s not their ball point pen which is of interest, rather their patent application GB2218381A for a ‘Safety cap for a ball point pen’. They withdrew the application before grant, but still used the safety caps on all their ball point pens with the aim of preventing people choking on the caps should they make the mistake of swallowing one.

BiC's British patent GB2218381A

And what about pencils?

Pencils in some form have been around since the ancient Romans began using thin metal rods to make marks on papyrus. Some of these early styluses were made from lead which is where the name ‘lead pencil’ comes from, even though pencils today are made of graphite, graphite and clay or even plastic polymer. Some pencils were originally wrapped in string or twine, but later pencil cores were encased in hollowed out wood.

Sampson Mordan was the first inventor to patent a version of the mechanical pencil with his patent GB4742 of 1822. This was a patent for a refillable mechanical pencil and Mordan’s company S.Mordan and Co, continued to manufacture mechanical pencils until the factory was destroyed during the Second World War.

One of my favourite inventions relating to writing is Hall’s Diplometer. Patented by George F Hall in 1846, with patent number GB11060 of 1846, the Diplometer was a writing instrument which allowed pawnbrokers and the like to write out three identical tickets at the same time. I remember seeing one of these being used in a pawnbrokers when I was a child. One of the earliest forms of copying machines I have been able to find.

Hall’s Diplometer patent GB11060

All of the patent documents mentioned above were found using the British Library’s Business & IP Centre collection of historic intellectual property. The collection is a great resource that can be used to trace your ancestor’s inventions or to check whether or not the idea you have for a new innovation has ever been done before. The staff in the Centre will be more than happy to guide you through your search.

Hammonds Typewriter patent US224088

A final highlight from the exhibition, Hammonds Typewriter US224088 is only one of the patents obtained by James Hammond for his ‘Typewriting Machine’. The machine itself is a thing of beauty, although I am not sure how one would comfortably use it!

By Daderot - Self-photographed, Public Domain.

Maria Lampert, Intellectual Property Expert at the Business & IP Centre London

Maria has worked in the field of intellectual property since she joined the British Library in January 1993. She is currently the British Library Business & IP Centre’s Intellectual Property Expert, where she delivers 1-2-1 business and IP advice clinics, as well as intellectual property workshops and webinars on regular basis.

Business & IP Centre Hull, part of our National Network, recently visit Porto, Portugal for the first PATLIB Summit. Sue Pleasance, Enterprise and IP Lead Officer attended, along with other representatives of national patent offices of the European Patent Office’s (EPO) member states, their PATLIB centres, and their host organisations, European and international organisations involved in IP, technology transfer and innovation. The Summit gave attendees a chance to learn from each other and plan the way forward for PATLIBs across Europe. But first, what are PATLIBs?

The EPO supports a network of patent information centres (PATLIB centres) throughout Europe and has evolved from a grouping of national patent libraries, widely distributed in the member states.  PATLIB is an acronym for a PATent LIBrary, however not all PATLIB centres are actually libraries; a number of them are located in national patent offices, universities and chambers of commerce. The main aim of the network is to enable patent information centres to communicate with each other in a feasible and convenient way.

PATLIB Centres provide patent information and, depending on the national system for intellectual property rights, many also provide information on other intellectual property rights like trademarks, designs and models. PATLIB staff provide advice and guidance on searches for IP, some also perform searches for their clients.

Back to the Summit, my journey went well and I arrived stress free thanks to fabulous organisation skills of the team at the EPO and was ready to get involved with the Summit’s activities and meet many friendly people from all over Europe to discuss and debate how we deliver intellectual property support and guidance.

How stunning the conference venue was Palacia da Bolsa! In particular the Arabian Room where our UK IPO representative Laura Phillips did a great job presenting on how we deliver PATLIB support. Over the two days we attended talks and took part discussions and workshops to discuss, debate and agree on actions needed to strengthen the network and improve and enhance services. Shout out to fellow PATLIB teams’ Mel (Plymouth), Tony (Glasgow) and Ben (Leeds), the latter are also part of the National Network, for great company, lots of laughs and their adventurous spirit!

It wasn’t all work and no play, Grelhador da Boavista was a hidden gem of fresh tasty traditional Portuguese food with HUGE portions, a great atmosphere, humour and quirkiness, which I’ll remember for a long time.  Tasting the local beer, Superboc, was a bit hit and miss, had we known there was a whole lounge dedicated to it at the airport we may have waited!

We were also able to find out more about the history of the port, and what better way than by boat, with a trip up the river Douro from the Estiva Quay, followed by dinner at the Alfandega, with a traditional Fado performance.

I was glad we stayed in the city centre in the evening following Day 2 of the conference, where we made a trip to the famous exquisite bookshop Livraria Lello and experienced the traditional celebration Queima das Fitas do Porto, (Porto Burning of the Ribbons).

A lovely end to the evening was when Danielle from the Czech Republic spotted a fabulous local restaurant overlooking the river, serving excellent food, which we enjoyed whilst finding out more about each other’s work and lives.

If it sounds like we had a lot of fun – we did! The fantastic hospitality of the EPO and the Porto community encouraged us to make the most of our stay. But we did work hard and I’m not sure how we managed to cram quite so much in!

The outcome of the event was a set of strategic recommendations to the EPO in a document called the Porto Paper. The Porto Paper can be found here.

Finally I arrived home shattered but with a firm sense of achievement and proud that the UK had contributed well towards the future developments of PATLIBs. It was a privilege to be involved in the summit and how it will benefit Business & IP Centre users from around the country, including Hull. At the Business & IP Centre Hull, we offer free access to databases, market research, journals, directories and reports; a programme of free and low-cost events including workshops on a range of topics such as business planning, social media, market research and intellectual property. Through ERDF funding we are also able to provide free workshops, events, seminars, expert clinics and one to one coaching and mentoring for anyone in Hull who wants to start or grow a business.

Sue Pleasance, Enterprise and IP Lead Officer at the Business & IP Centre Hull

Sue has been the Lead Officer for the PATLIB and Business & IP Centre based in Hull Central Library since 2016. She leads a team of trained staff to provide intellectual property support and guidance, workshops, events and seminars to support potential entrepreneurs and businesses in the area.

Keira O'Mara is the founder of Mama Designs, launched 10 years ago whilst Keira was on maternity leave after having an idea for a discreet breastfeeding cover and not being able to find one to buy. Keira used her redundancy money to create one and started her business with no experience whilst juggling a baby and a new full-time job. She now has a range of award winning baby products which are sold to major UK retailers, direct to parents and are exported worldwide. They operate as a small business, with a lean team and lots of outsourcing. She also offers small business mentoring and has just launched an online course for small business owners Grow Your Business on a Budget. In the early stages of the business Keira used Business & IP Centre Birmingham for an IP session and has also spoken at an Inspiring Entrepreneur event at Business & IP Centre Liverpool.

Monday

I love that Mondays never fill me with the fear that working for someone else used to, in spite of it being our busiest day. I start the day with some exercise (although a gentler version since I am pregnant with number three). My children are at the age where they can mostly sort themselves out in the morning and with no school run this morning, I started work at 8.30, from my kitchen table. I have a home office but always seem to revert back to the kitchen table! I always start the day checking my business bank account and looking at the previous day’s sales. After responding to some emails and catching up with Vicki, who works for me part-time doing admin, I did a Facebook (@mamascarf) Live for ‘Mothers Meeting's’ on my Top 5 Instagram Tips, which goes really well in spite of being cut off midway due to Wi-Fi issues and the postman ringing the doorbell halfway through! I even get a new mentoring client as a result, which is an added bonus. I start writing up a blog post and work on editing an email marketing sequence that I am getting set up for subscribers and customers. My work day ends at 15.00 when I collect my youngest from school and after that, work is catching up on any urgent emails and tying up any loose ends.

Tuesday

Work starts at 9.00 after the school run. I post on Instagram (@mamadesigns) every morning and usually plan my posts ahead, although sometimes tweak the copy. I then reply to any comments for the next 20 minutes to ensure that my post gets maximum exposure. Check my bank and track orders as normal. Our new colours of Snoodie (our dribble bib) arrive this week from our factory in Turkey, so today I write the listings, collate the best images from a lifestyle shoot I did with my friend’s baby last week and send it all off to our web designer. I spend most of the day watching videos and finalising the additional content for my new business course. The videos were filmed a few weeks ago but this is the first time I have seen them. I also finalise the downloadable planners that will accompany the course, working out how to use the course platform and starting to upload the content and videos. I decided to create an online business course after celebrating our 10th year in business and regularly being asked for my advice and when I was going to write a book or a course. Today is a slightly longer working day as my daughter is at football after school and use this extra time to catch up on emails.

Wednesday

Today starts a bit differently as I have a hospital appointment for my pregnancy, which involves a lot of waiting around but I will still be on email and use this time to listen to a business audiobook. I am currently listening to Chillpreneur audiobook. I spend the whole morning at the hospital. I then catch up with Lisa who manages our finances and logistics and works Wednesday – Friday. This always ends up being a long conversation and we have lots of planning to do, discussing our factory order schedule and making some plans for the next few months. 

Thursday

The day starts as usual, with exercise, Instagram post and tracking sales. Today I catch up with a new factory we are working with. We have some new products they are going to be producing for us and some existing products that they are going to take over production of. There are lots of details we need to confirm with them but I am really excited about the new stuff and working with them! I have a mentoring client tomorrow so I prep for that. This involves going over the information she has sent me, writing down any questions that come up and making some recommendations and advising on potential opportunities. The Snoodies launch today so I write our email newsletter mentioning that and post additional stories for Instagram and Facebook to accompany the main post. I warned the warehouse we use that they may be busier than usual, so they are expecting it.

Friday

On Fridays I plan the Instagram schedule for the week ahead. Instagram is a key part of our business, we have almost 50,000 followers and get a lot of sales this way. Planning ahead makes my life a lot easier, as well as making sure that the feed looks as good as possible visually. I also arrange for Vicki to send out Snoodies to some of the influencers we collaborate with. I add listings to our Amazon account for a new line, our art prints (which I have been meaning to do for ages but never seem to get round to!). I do some more planning for my course launch, which is getting closer and I am equal parts very nervous and very excited! I have a great mentoring session (via FaceTime) and my client is really pleased with the ideas, suggestion and motivation. A lovely end to the week, followed by the fact that Friday school run means its treat day and I finish early and have some time (and some chocolate!) with the children.

Weekend

I have done my fair share of weekend working, but now I try and avoid it and keep the weekends as family time.