With 6 children and a business to run there isn't a great deal of sitting down time, but Kate found a little to pull up a chair with New Business, to discuss the evolution of her business and what it was like pitching to hard nosed BBC Dragons, with 4 of her offspring involved in the pitch
NB: What prompted you to start Mini First Aid and what were you trying to achieve?
KB: My brother Matthew died suddenly from a condition called cardiomyopathy those first on the scene were unable to deliver CPR. Utterly devastating for me and my family. Since then I made it my mantra for everyone to be able to know how to save a life. When I launched Mini First Aid the market only provided formal qualification training. I saw a gap for parents and carers to learn First Aid in a more accessible manner where babies would be welcomed at classes, the lessons would be memorable and taught in a relaxed and informal manner.
Since then, in that same style, our brand has expanded to not only teach parents and carers, but children from as young as 3 right up to university ready young people. Mini First Aid also run work place first aid courses for those requiring a formal first aid qualification.
Mini First Aid now trains via its 70+ strong franchise network over 1000 families every week.
NB: Did you have any business experience before founding Mini First Aid?
KB: I was the head of UK learning and development for a global FMCG brand. I am the daughter of two entrepreneurs my Dad in the postal industry and my Mum in pre-school music classes. 15 years in corporate had provided me a huge wealth of knowledge in the power of brand, corporate governance and financial acumen and the strong genes for entrepreneurship made me hugely driven to run my own business.
NB: How long did it take before you knew Mini First Aid was going to work?
My classes filled immediately (with a waiting list!) and I was quickly able to make running the classes my full-time job and I registered the business as a Limited Company. I had an opportunity to trial classes in Bristol (the first classes sold out in hours!). Taking advice from a local business consultant I decided to franchise the Business, with my first Bristol franchisee agreeing to test the model initially with me for a period of 12 months.
Franchises 3-16 followed in year 2 and now we have 70 by year 9.
In year 3 I was pregnant with Twins and my I took on a trainer to run my classes and my husband Matt joined the business to manage operations and the on boarding of new franchisees. The "Head Office" was our spare room.
Today the head office team (now located in an actual office premises) is made up of 9, and supported by several independent consultants.
With low operating costs the business turned £35K profit in year one, year two £29K. We took a dip in profits in year 3 as operating costs increased. With the exception of the COVID year the business remains profitable and turnover has increased significantly.
NB: When did you decide that franchising was the route to take to expand the business and what were the results?
KB: I didn't have a hugely positive attitude towards franchising prior to founding Mini First Aid, but with good advice, research and support I learned that franchising would offer me brand control, operational excellence and a strategy for expansion across the UK.
NB: Dragon's Den?
KB: Applying for Dragons' Den is a gruelling process, the due diligence carried out on our business was full on, but also helped us to know our business and our market opportunity better. Our audition pitch was strictly 3 minutes and we passed with flying colours (having rehearsed our lines in the car!). On the day of our pitch we took 4 of our 6 children to join us in pitching. They beautifully demonstrated how children can put into practice first aid techniques they have been taught - the Dragons loved it and were even more enthralled that the children were ours, a real family business. We were grilled for nearly two hours by the Dragons. Sara Davies made us an investment offer, which we accepted. Sara continues to be a brilliant ambassador for brand Mini First Aid, she provides mentoring for me and her team have been huge support in developing new products, media work, design and more! Sara has created a business community with her investees where we network and support each other. When people ask if the Dragons actually get involved in your business it's a 100% yes from us.
NB: Has this changed your future plans in any way?
KB: We received a year's worth of franchise enquiries in the 24 hours after the show aired and now our available UK franchise areas are nearly full. Our retail business has grown from strength to strength with Mini First Aid kit listings in John Lewis, Boots, ASDA, English Heritage and more!
We do have sights on overseas expansion but right now our priority is our UK operation as there is still huge growth opportunity for us in the UK.
NB: Finally, your family must be pretty special to build a successful business while raising 6 kids, how on earth have you managed it?
Our two eldest children were under both under 2 when I founded the business. Both sets of twins (which takes our total to 6 children!) were both born whilst we've been running Mini First Aid. Our family juggle is huge, with both my husband Matt and I working in the business we have to make sure that we don't always take work home. We've made clear divides between family and work time and try not to have any overlap. Growing our head office team has helped significantly. I'm no longer doing every job in the business and my team are a brilliant group of individuals who will carry the brand forward and ultimately save lives.
For further information please visit Mini-First Aid
