THE BOOK

Making Business Child’s Play - How to build a winning brand

‘Everything I know from starting Childs Farm. No jargon. No fluff. Just real, valuable and helpful ‘stuff’’

BOOK ONE: HOW TO BUILD A WINNING BRAND (Kogan Page, September 2025)

You don’t know what you don’t know, and no more so than when it comes to starting a business.

From idea to launch plan, I take you on a journey that includes business plans and contracts, whilst helping you to understand what makes a great brand, how to reach your consumer and what to expect as an entrepreneur.

The depth of information also makes essential reading for any business owner who wants to ensure they are on the right path to success from someone who turned their baby & child toiletries brand into the category No.1 in the UK in just 5 years and delivered a x17 return to their investors.

And, if you are already working in a small to medium sized business, I can  shares vital information that took me months to learn in just minutes, giving you answers and direction, all supported with top tips and advice from people I really trusts in their areas of expertise.

This is THE guide that does it’s damnedest to help you win in business by showing you pretty much everything that you need to know to get you there. All you must do is to come up with the idea!

BUY NOW

  • ''Turning the personal into professional, Joanna lays out what is required to create a successful brand in the UK. It's mentorship in print"

    Akshata Murty,

    Business Woman and Philanthropist

  • ''Making Business Child's Play is an insightful, how-to guide for aspiring entrepreneurs on how to win in business, told in Joanna's unique, no-nonsense style.''

    Jim Armitage,

    The Sunday Times

  • ''A must read for anyone serious about building a successful brand - this book is raw, practical and packed with the kind of hard-won insights you only get from someone who has actually done it.''

    Anne Boden,

    Founder, Starling Bank

  • ''I am often asked for advice by start-ups launching a new product, now I can simply send them a copy of Child’s Play. Joanna has covered all the bases with practical hands-on advice on every aspect of launching a new product AND Child’s Play is straightforward home grown business advice , 100% free from ultra-processed business jargon.''

    Nick Jenkins,

    Founder of Moon Pig & BBC Dragon

  • “No fluff—just smart, practical tips from a founder who’s been there.” AND “A refreshingly practical guide from someone who’s walked the talk.”

    Vivien Wong,

    Co-Founder, Little Moons

  • ''Joanna is THE woman you want by your side. Not only has she been there and done it, but she says it exactly as it is, calls it out when no one else does, and will back you 100% if she believes in you' AND 'If you want to be told straight, ask Joanna. If you want someone to bring the charm, ask Joanna' OR 'Kind, witty, no fluff and knows her shit.''

    Maxine Laceby,

    Co-Founder, Absolute Collagen

  • ''Like a double shot of espresso-energising, insightful and honest AND With wit and wisdom it turns business lessons into an uplifting adventure you will actually want to read.''

    Thea Green,

    Founder, Nails Inc

  • ''A real, no fairies, ultimate how-to do business handbook. What Joanna doesn’t know about business, isn’t worth knowing. I wish this had been published 10 years ago!''

    Suze Owens,

    Co-Founder, Jimmys Iced Coffee

  • ''Entrepreneurs looking for a bit of wisdom should look no further than Joanna Jensen.''

    Christian May,

    Editor, City AM

  • ''A must read for anyone serious about building a successful brand - this book is raw, practical and packed with the kind of hard-won insights you only get from someone who has actually done it.''

    Alice Arnold,

    Broadcaster

  • ''This is a glorious celebration of building something from scratch—with grit, purpose and joy. Joanna has poured her soul into these pages, and it shows. It’s inspiring, practical, and totally unputdownable.''

    Holly Tucker MBE,

    Founder Holly & Co and Notonthehighstreet

  • ''As a fellow female founder, I can say this is the ultimate playbook for building a standout retail brand — powerful, actionable, and incredibly inspiring.''

    Serena Hood,

    Co-Founder & CEO at COLLAGERIE

TOPICS IN THE BOOK

  • The mindset and traits that set successful entrepreneurs apart

  • How to find, assess and develop your big idea

  • The critical importance of knowing your consumer

  • How to build a standout, authentic brand

  • Testing and validating your idea before launch

  • Website basics: what you can include, what you should include & what you need permission to include

  • Finding & appointing a manufacturer and understanding logistics

  • Legal contracts 101 - what you need to include, and elephant traps to look out for

  • Building a solid business plan: Market size, financials, marketing, supply chain, and more

  • Sticking to the plan & staying resilient

COMING SOON

Book Two: How to Win in Retail (Kogan Page, January 2027)

You've got the product. You've got the plan. Now you need to get it on the shelf — and make it sell. Book two covers retailers, marketing, managing growth, leading a team, and ultimately selling the business you've built. Plus the Little Black Book — every contact and resource that took me years to find. Available in January 2027.

CONTACT

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