EMMA Forrester, 39, is a marketing strategist, consultant and coach who helps small business owners. Born and raised in Henley, she is passionate about health and wellbeing and travelling. She is married to Joel and has a three-year-old daughter, Darcie. She is on Instagram @emmalouiseforrester
Describe your business
I run an online marketing strategy, consulting and coaching business for aspiring start-ups, entrepreneurs and independent business owners who want to create or grow a health and wellbeing, professional services or luxury lifestyle brand.
How many people does it employ?
Just me (I like it that way). I bring in marketing and wellbeing specialists when I need to.
What did you do before you started this business?
I was a marketing agency director, leading the strategy and planning for global clients in health, sports and professional services.
When did you start your business?
In 2015 — I took the leap and have never looked back.
What was your objective?
To make business strategy and marketing expertise, training and coaching available and affordable to small businesses with big dreams. And to create a successful business while doing what I enjoy.
Who or what influenced you?
I always knew I would do this one day.
Do you have a mentor or role model?
I have invested in many mentors over the years. My role models right now are Steven Bartlett (entrepreneur and BBC “Dragon”), Whitney Wolfe-Herd (Bumble co-founder), and Jamie Kern-Lima (entrepreneur and founder of IT Cosmetics).
What would you do differently if you could start again?
Honestly, nothing.
How has your business pivoted since the coronavirus pandemic?
My business boomed during covid with so many entrepreneurs wanting to learn how to move their businesses online, so I was coaching a lot of individuals in group programmes. Now I am focusing more on my private coaching clients.
How do you market your business?
Most of my custom comes from word of mouth and the digital marketing strategies.
What’s the best thing about running your own business?
Freedom. I wanted to have the flexibility to be there for my daughter. Also I love hearing success stories from my clients as it makes it all worthwhile.
What’s the most challenging aspect?
Maintaining healthy boundaries between my work and personal life. It’s so easy when you work for yourself to just send another email late at night but I’ve created space for both and my clients respect that. I plan my wellbeing time into my diary and protect it because burnout is not a badge of honour for success. I start and finish my day around the school run, have Fridays as a “CEO day” to work on my business (not in it) and weekends are off limits for work.
Where is your business headed?
Onwards and upwards. I am always looking for new ways to expand the business.
How important are online sales?
Extremely. Ninety-nine per cent of my business is from online sales and everything is delivered online too.
Do you have a five-year plan?
Yes, but it’s a secret.
What’s the most valuable thing you’ve learned?
How to fail fast. Business is not always smooth sailing and you’ve got to learn how to fail without shaming yourself and get back up quickly.
What would you advise someone starting a business?
If you know it’s what you are meant to do, then do it. And get a great coach who has already done it. I am not just saying that — I’ve had several coaches who have paid for themselves 10 times over.
What’s the biggest mistake you’ve made?
Not knowing earlier when to give up on something that wasn’t working. You need to make a lot of mistakes to find out what works in business and build your resilience.
What three qualities are most important to success?
Resilience, commitment and integrity.
What’s the secret of your success?
Belief. I am crazy enough to think I can and so I do.
How organised are you?
Think Monica from Friends.
How do you dress for work each day?
Usually just in jeans and smart knit or a blouse (smart casual) — and my slippers.
What can’t you be without every day?
Cuddles and kisses from my husband and daughter as they are my “why”.
Lunch at your desk or going out?
I never eat at my desk. I eat at the kitchen table or support Henley’s lovely café owners.
Do you continue to study?
Yes, I’m a lifelong student. I qualified in personal training and nutrition just for my own benefit and frequently take courses to stay on top of trends in the marketing industry.
What do you read?
I usually have several books by my bed that I dip in and out of — all personal or business development. I am currently reading The Coming Wave, which is about the AI revolution.
How are you planning for retirement?
Primarily through investing in property.
Interview by Will Hamilton, intermediary and global marketing consultant, Hamilton Associates
http://www.henleystandard.co.uk/news/business/186510/let-s-get-down-to-business-emma-forrester.html
