"Know who your customers are, what drives them, and what frustrates them" with Susannah Davda
Susannah Davda helps people to start and grow shoe brands. She has worked in the footwear industry since 1998 and founded her company The Shoe Consultant in 2015. Susannah launched her online course How to Start a Shoe Brand in 2020, and runs her membership group The Shoe Community. Shoe brand founders can also access Susannah’s knowledge of the shoe business through online masterclasses and one-to-one consultancy.
Can you tell our readers about your background?
My shoe career started in shoe shops when I was 16. Then I studied footwear design at university and worked in buying and design for a shoe retailer when I graduated. I went on to become Global Women’s Product Manager for a footwear brand before leaving to set up The Shoe Consultant.
What inspired you to start your business?
I felt as though I wasn’t having a direct impact on people when I worked for corporate shoe companies. I was tucked away in a creative office, and never even saw the people who bought the shoes I helped create. I knew that if I set up my own consultancy business, I could actively help people who wanted to start their own shoe brands.
Where is your business based?
I’m based in London, UK, and my clients live all over the world. Mostly in the USA, UK and Australia.
How did you start your business? What were the first steps you took?
The first action I took was to register my business and open a business bank account. Next, I set up my website, went on lots of courses, and started networking.
What has been the most effective way of raising awareness for your business?
Improving the SEO of my website has resulted in many more potential clients finding my business and services.
What have been your biggest challenges and how did you overcome them?
I used to spend far too much time chasing payments from clients, and when I didn’t get paid for a large project, I decided to start charging in advance. This has saved me a lot of time and stress.
How do you stay focused?
Time-blocking has been helpful. I only take client calls three afternoons a week, so that I have time to focus on planning, writing, and other focused tasks. Prioritisation is also essential. When I number the tasks I have to complete in a day in order of priority, the most important things get done.
How do you differentiate your business from the competition?
My business is pretty unique. My clients are attracted by my passion, shoe knowledge, and straightforward human approach.
What has been your most effective marketing strategy to grow your business?
Email marketing has worked well for The Shoe Consultant, as has consistently posting useful content on Instagram.
What's your best piece of advice for aspiring and new entrepreneurs?
Know who your customers are, what drives them, and what frustrates them. The most successful businesses are centered around their customers’ needs.
What's your favorite app, blog, and book? Why?
My favourite app has to be Apple Podcasts because of the sheer amount of free business knowledge I can access. I love female-hosted business podcasts like The Lifestyle Edit Podcast by Naomi Mdudu.
I’m going to recommend a newsletter instead of a blog: Tiny CFO by Jana Kovacovska gives financial advice to business owners in plain language anyone can understand.
The book I think every business founder should read is Purple Cow by Seth Godin. It was published in 2003 but is still relevant. It’s all about making your business remarkable.
What's your favorite business tool or resource? Why?
Asana. It’s an excellent project management tool. Perfect for obsessive list-makers like me. It also helps me to work remotely with my marketing assistant.
Who is your business role model? Why?
Leadership consultant and founder of School for Mothers Danusia Malina-Derben is an impressive woman who I admire greatly. She approaches everything she does with humanity, an analytical viewpoint, and her sharp intellect.
How do you balance work and life?
I try to be disciplined about when I switch off from work and spend time with my husband and son. That means I work quite intensively four days a week, have a bit of me-time on a Friday and have the energy to have fun at the weekend! I hear people say that the only way to have a successful business is to work at it during all of your waking hours. I certainly think about my business when I’m not at my desk, but actually being at my desk for long hours wouldn’t allow me to give it my full focus.
What’s your favorite way to decompress?
Cross-stitching whilst listening to funny podcasts.
What do you have planned for the next six months?
I recently launched The Shoe Community: a membership group that enables shoe start-ups and small brands to network and support one another. I will also be hosting several masterclasses on specific aspects of starting a shoe brand.
How can our readers connect with you?
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