How This Entrepreneur Succeeded in Grant Funding Stakes

Business grants are a great way for startups and small businesses to get much-needed funding. They are offered by governments and private organizations, but it is difficult to get the capital. Application processes are complex; some funders set strict conditions for the use of the money, and the time and effort required to apply can be demanding.

Jeroo Doodhmal founded his UK-based children's shoe company, Pip & Henry, in 2020. Driven by a passion for the environment, the shoes are produced responsibly and made from sustainable materials such as as organic cotton, pineapple leaf fiber and recycled rubber. .

Like many entrepreneurs, she entirely self-financed the startup. However, over the past two years, alongside business loans and equity funding, she has secured over £350,000 in grants from organizations such as Innovate UK, eBay Circular Fashion Fund, John Lewis Circular Future Fund and LSE Generate. Here she shares her secrets of success in the challenges of grant funding.

Alison Coleman: What's the best way to track available grants for businesses?

Jeroo Doodhmal: Several grants are available for small businesses, each with different criteria related to a specific business issue, industry, or location, as well as the size or maturity of the business. You have to do the work yourself, for example, connecting with people who work at funding agencies on LinkedIn and subscribing to newsletters from industry bodies and grant writing consultants for notifications on larger grants from bodies such as Innovate UK. Setting up Google alerts for relevant topics keeps you informed in real time. If possible, it is also worth checking directories of current and upcoming grants from funding agencies.

Coleman: What was your first grant funding success, who did it come from and what did you use it for?

Doodhmal: Early in our startup journey, we won a few small grants, between £5,000 and £10,000, from MSDUK and LSE Generate. While I was starting the business, it helped fund the development and design of our product line and the manufacturing of our first prototypes to test and soft launch with consumers.

Some scholarships give you a wide choice, for example between £150,000 and £500,000. It's tempting to go high, but be realistic about your needs given your company's status and plans. You will be asked to provide a detailed forecast and a breakdown of how you plan to use the funds and what milestones you hope to achieve each quarter. Prepare accordingly. Be authentic about yourself and your startup goals.

Coleman: Last year you won the John Lewis Circular Future Fund award, which awarded you £250,000 in funding. How difficult was this process and what did you use the money for?

Doodhmal: It was quite a long process. I had to submit a written proposal outlining what I wanted funding for, including video explanations. Shortlisted applicants were asked to provide additional information, including detailed budget estimates, timelines, risk mitigation plans, etc. Finally, we were invited to the offices of John Lewis to present to a panel of experts, some from John Lewis and others working in the field of sustainability. From there, the winners were selected.

We design shoes that can come apart more cleanly and grow with a child's foot. This reduces the frequency with which children's shoes need to be sized and allows for true end-of-life circularity. This grant helped launch this R&D journey, allowing us to work with specialist labs, designers, materials scientists, and manufacturers to develop these much-needed solutions, something that startups our size couldn't fund on their own- same.

Coleman: How much funding did you get in total, and what impact did that have on...