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UCL MSc Entrepreneurship – An entrepreneur’s journey

Early on a Monday morning in January, Freeman Paddy Willis joined 50+ undergraduates at UCL’s base in Canary Wharf to share his experience as co-founder of disruptive food brand Plum Baby.

Used to hearing from tech-based founders, there was a good deal of curiosity for how you grow an FMCG brand from zero to £14m of retail sales in less than five years before selling to a private equity company. Paddy explained the challenges around funding a business that raised a total of £3.75m within two years, and the operational issues with managing rapid growth.

The students were particularly interested in how the brand was positioned and how the scale was achieved with both consumers and retailers, soon realising that – no matter the sector – the issues every new brand faces are essentially the same

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