We have had the pleasure of meeting and working with Nikki Cooper during the last few months and have been fans of Inner Me ever since we spotted it in Zest Magazine earlier in the year. In advance of her Dragons' Den appearance this weekend (Sunday 8 September on BBC2 at 8pm) we wanted to share the inspiration behind Nikki's venture into business and the driving force behind her beautiful brand, Inner Me, her advice for budding entrepreneurs, what it was really like in 'The Den' and of course, a few of her favourite things...
What was the a-ha moment that inspired you to create your
own business?
When I walked out of a health
store with an empty basket having been bamboozled with too many products that
looked alike with names I couldn't pronounce, never mind know what they were
for!
Why did you choose the name ‘Inner Me’?
I wanted something that denoted health but something
personal and specific to that person.
What was the ethos behind the gorgeous branding and 'your
girls'?
The ethos is of the brand is quality,
stylish and portable supplements with no nonsense names and where our “girls”
illustrate the benefits of the product in a cute and inspiring fashion.
Your biggest challenge to date?
Getting people to understand that
we are not just pretty quirky packaging and that our supplements are top quality
and as potent as we can get them. We are still overcoming this but being in
reputable stores such as Whole Foods Market helps.
Have there been any moments when you just wanted to pack it
all in?
Yes there can be many days when cashflow is
low and you have a supplier or retailer issue and you think why did I give up a
good steady job to do this? But then I think of why I did and I get excited and
inspired again about building the brand and company and getting great health
products out there for those other health conscious women in the UK who want to
feel as special about buying their multivitamins as they do when they buy a new lip gloss.
If you weren't enhancing women's lives with with Inner Me, what would
you be doing?
I would no doubt be working as a
lawyer still, although ideally in-house with a beauty or health company rather than
in a stressful bank.
What keeps you striving forward in business?
Belief and excitement about my products and brand and the
fact that I have already invested so much time and money in the company to just
give it up.
How scary was it really inside the Dragon's Den and who was
your favourite dragon?
I was petrified walking
into the Den, my heart was beating so loud and fast when I delivered my pitch
that I had to re-record it again afterwards as the microphone had been placed
over my heart and you couldn't hear what I had said. Once I had finished the
pitch however I could feel myself start to relax a little especially when the
Dragons were not as mean as I thought and seemed to be
willing me throughout to do well. Deborah Meadon was surprisingly very friendly
and supportive but I have to say my favourite Dragon was Piers Linney who
seemed genuinely excited about what I was doing even though he lacked specific knowledge about my industry.
A Few of Your Favourites...
Way to relax?
Saturday mornings in bed with my husband and little boy
where the boys are watching Tractors and other such things on the iPad and I
get to just relax and read my book.
Aid to well-being?
Daily 4 Me – I have just launched a new product which
covers all your daily nutritional needs with a multivitamin, probiotic, omega 3
and antioxidant. It just makes me feel the healthiest person in the world
before the day has even got going.
Fitness activity?
I love to run as I find it a great time to be by yourself
and think about everything without any distractions. However being 5 months
pregnant I am not the most elegant of runners at the moment so my current
favourite is the cross trainer…just plug into a music channel and work that
bottom without it feeling like too much hard work!
Food?
Spaghetti
Bolognaise…I could live off spaghetti!
Song?
Anything by Beyonce or Shakira but I would have to say '03 Bonnie & Clyde' by B and
her lovely J.
Hero?
Quote?
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And finally... what advice would you give to entrepreneurs to
inspire them to give their dreams a shot?
- You need to be 100% committed in what you are doing- there are many days that are tough but so long as you believe in what you are doing then you will get through them…keep on keeping on.
- Research your chosen area and check out your competition and where you want to be in that space, is there room for you and how will you be different and stand out.
- Do not give up your day job just yet! I met Liz Earle at a wellbeing entrepreneur’s talk and she and all of the other speakers advised that you should work around your 'real' job until your company starts to take off...new companies take at least 12 months before they break even.
- You can never ask too many questions. Don’t think you know everything as we are all still learning. I am always looking for mentors and people with specialist skills in areas I am not that practiced in to ask for advice. My favourite hobby is looking for people who inspire me with what they did with their businesses, whether it be building a brand, focusing on online sales or dealing with big retailers and then being cheeky and sending them a message asking for advice. Many will not reply but for the odd one or two who do, they can bring you fountains of knowledge and advice that is priceless.
You can read more about Nikki's journey here or talk to her on Twitter by using @InnerMeLondon or click here
Stay tuned for our next Entrepreneur Spotlight with founder of Hattie's Wines, Becca Reeves on self belief, mushrooms and who Hattie really is...
Katie x
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