"The journey was about 10 times longer than I ever thought it would be, 10 times harder."

Joanna Jensen built Child's Farm at her kitchen table after struggling to find products for her daughter's eczema-prone skin - and grew it into the UK's market-leading baby and family skincare brand before selling four and a half years ago. She's since become an angel investor, chair of the EIS Association, and author of Making Business Child's Play.

In this episode, Joanna talks bootstrapping versus raising money, why most founder financial forecasts are "abysmal," and the real mechanics of EIS/SEIS tax relief for angel investors. She's blunt about founder mindset, sharper still about LinkedIn oversharing, and unflinching on what building a business actually costs a family.

Topics covered:

• Starting Chi ...