Joanna Lambe

What gave you the idea for Future Pink?

After reading yet another magazine which focused on celebrity gossip, thought there was a gap in the market for a magazine full of real people which empowers women in particular so they feel positive about themselves after reading it, rather than comparing themselves to impossibly beautiful and airbrushed models. I also wanted to give a more balanced and positive view to my daughter who is approaching two and didn’t want her to grow up aspiring to be a z-list celebrity - there’s more to life!

What were you doing at the time you had the idea?

Drinking a cup of hot chocolate in the early hours after feeding my daughter - but the idea developed during many early morning feeds!

What was the first thing you did to try and make the idea happen?

Initially, I ran the idea past friends and family and luckily for me there are lots of opportunities in terms of grants, training and business support both on the Wirral and in Liverpool.

Who helped you, and how?

After looking at me as if I was totally insane, when I explained the idea I got a lot of positive reactions from friends, who had such faith that they turned round copy in a week!  I thought if they take me seriously, - and they’re really talented at writing - then I should go for it. It’s a dream come true really. I then approached Wirral Biz, Creative Bias, Train 2000 and Unltd in Bradford for funding to turn it into reality.My Mum looked after my daughter so that I was free to concentrate on the business plan and my husband paid for my daughter to go to nursery so that I could get organised and access people during normal working hours.Finally, Ajaz at Fastlove speeddating who had a bit of faith and sponsored the first edition!

What obstacles did you encounter along the way?

Getting funding was frustrating as these things sometimes take a long time, however, it was worth the wait!

When did the idea start looking viable?

After meetings with my business mentor at Creative Bias who is thankfully great with figures and has tweaked my business plan on numerous occasions.

Future plans for the idea?

Would like to stretch the brand to a host of products for women – in pink of course!

How do you encourage enterprise in Liverpool / your company?

The majority of my copywriters are first time writers who have experience and a whole lot of enthusiasm which I think are the main ingredients of good writers! Also, I want to encourage a cultural change in how women are seen at the moment from objects to be looked at, to women who achieve, be it in the home, in relationships or in their chosen career.

Do you attend any networks if so which ones and how have they helped you?

I do a lot of networking!  A&L sponsored a speed-networking event at the Malmaison hotel in Liverpool which was purely for women. This was extremely useful and I made some excellent contacts in terms of writers and sponsors.Also, networked at training courses at Wirral Biz and Creative Bias, Liverpool. Fortunately I am on the board of the Merseyside branch of the Chartered Institute of Marketing (CIM) so have met a lot of influential and intelligent people from a marketing perspective.  I’ve also attended a lot of local events organised by CIM so have kept my marketing skills fully up to date!

Advice to anyone else who wants to make their idea happen?

Firstly, do your research!  Run the idea by friends and family and ask for honest comments (some give them a little too willingly!) but it will help to focus your ideas and widen your perspective. Be enthusiastic as it’s very catchy and motivates all around you and if sometimes you question your sanity other people’s enthusiasm brings you back up and you’re on a roll again!