Janet Rawnsley and Liz Stephenson believe that parents are becoming increasing selective when buying for their children. Their business, The Baby, aims to group all the best nursery items together under one roof and create the ultimate child focused emporium.

Name: Janet Rawnsley and Liz Stephenson
Age: late 30 something/early 40s!
Business: The Baby Retail-Baby Nursery goods
Type of business: Prestigious nursery goods showroom and online e-commerce website – all on a grand scale
Start date: October 2005

When did you first decide you wanted to start your own business?
We have both worked for blue chip and independent retailers for many years and wanted to realise the dream of getting a highly prestigious baby retail concept together. We liked the idea of displaying brands in a showcase environment, with each brand being presented as it would be seen at a trade fair.

Tell us about your business
We have spent many months assembling a single floor concept store, which allows customers to select and buy all they would need for their new baby - all under one roof. Our products are prestigious baby brands from all the major European brands. We cater exclusively for the 0-2year olds market and provide all the help, experience and guidance a new mum and dad, or friends would need.

Was it your first business idea and where did it come from?
We both recognised that this business sector was ready for a new and stylish chain of stores, which offered a one-to-one service to parents.

Was your decision to start a business inspired by any other companies or individuals? If so, who?
No. It was our idea which has evolved over time, given the experience we have both had in our past working lives, including at Laura Ashley, Mothercare and Safeway. We were both directors of Daisy and Tom.

What makes you think there’s a market for your business?
The changing demographics and age of first Birth; the 30-40 something female market has changed in the past 5 years, and many professional women have little time and yet have very discerning tastes. Previously they focussed on their homes, clothes and cars and now they want to extend this to the choices they make for their baby.

Once you’d decided to start a business, what did you do first?
We spent many months searching for a site that would be large enough and in the right area to launch ‘The Baby’. We also spent time researching suitable venture capitalist funding groups.

What advice did you seek?
We didn’t approach any of the government advice centres; instead, we contacted all our professional services to set up the business.

Does the government need to provide more help to people trying to start a business?
They could arrange to contact all registered directors of a new business, registered at Companies House and lay out all the services they have which can assist them.

Talk us through the process of writing your business plan.
Sage was bought and we found that very helpful for all of the cash projection plans.

How useful has your business plan been and do you think you’ll stick to it as your business begins to grow?
We have kept to all our expenditure plans and the rollout plan is on a tight schedule, which will help us stick to our business plan.

How much did it cost to start the business?
We have jointly invested in excess of £400k to begin the business and plan the rollout.

How did you fund this?
It was funded jointly by venture capital and private personal investment by us both.