At SheCan, we lead with women's stories. We interview women from all over the world to understand how they got to where they are today to be role models and mentors for others because it's easier to be what you can see. I'm really excited to talk to Amy Knight, the CEO and founder of Must Have Ideas, one of UK's fastest-growing online retailers. Amy, you're family-run. You started this in your living room. You've come a really long way. You're Forbes 30 under 30. You've achieved an incredible amount in a really short amount of time. Tell us a bit more about you you your journey and where you are now. Yeah, okay. Um well, thank you for having me. Uh so, I uh I'm Amy, like you said, one of the founders of Must Have Ideas. Uh so, we are an e-commerce business selling cleaning products, homeware solutions, storage solutions, uh garden products to people across the UK. Uh and we Our products are innovative and a little bit different. They're not the sort of thing that you would find in big supermarkets. Um and we sell primarily through digital advertising. We do um some more traditional advertising as well, but uh the majority of our marketing's focused on paid ads across Meta and TikTok. Um so, we really kind of focus on products that are highly demonstrable. We want to show you a problem that you didn't even know you had, and we've already solved it for you all within a 30-second video. Um which yeah, that's kind of what we're what we're all about. So, uh there's three of us uh there's three founders, and we worked together previously in a uh previous business selling eco-friendly cleaning products to Home Shopping TV. Yeah. And that business had started to test uh running ads on Facebook as it was then, and we saw some really good potential. Um so, we left that business, started Must Have Ideas, and felt that digital advertising was the future, and that's what we should be doing. So, uh that's what we That's what we focused on. Um and given that we had experience in home shopping TV, our kind of expertise was in video commerce. Um so, it really kind of lent itself to creating social ads, really, and creating those videos. Okay, on TV, it might have been 9-minute presentations, and these are 30-second videos, but really it's it's selling through through video. Yeah. So, yeah, we we started creating content and ordered our first um first order of our first product, which was called the Hygiene Hero, and I got onto YouTube and started, you know, watching videos on how to run ads on Meta, and kind of taught myself that side of things. And then, yeah, we've grown incredibly quickly from there, really. We started uh 6 years ago now, and now we've got 140 people in the business, and a massive warehouse, and 200 products in the range. Amy, I want you to show off a little. You started in your living room 6 years ago, and now you turn over something like 60 million pounds a year, right? You spend an enormous amount of advertising on Meta and TikTok, and you really base it on data. So, you really leverage your data. So, I would love for you to talk about that a little bit, because it's uh it's an incredibly nifty thing that you're doing, and you're you're you're and you've grown so fast, and it's really a model that you've shown is unbelievably scalable in a short amount of time. Uh also, because of course, you're launching six new products every month, and and you're launching products that people want, obviously. Yeah. Yeah, so we are um across the entire business incredibly data-driven. So, there are something ridiculous like 70 screens around the business that have got various dashboards on and bits of data so that everybody can see what's going on, but, um, yeah, we we don't make a single decision that isn't backed up by data. So, everything we do, we test, um, so we're constantly testing the website and our advertising and our emails and, um, whatever shows the best results in the data, that's what we go with, whether we like the result or not. Sometimes you get a result and you think, oh, I kind of wished it was the other one, but, um, yeah, every decision we made is we make is is using the data and we're really kind of looking into, um, particularly with our advertising, looking into it in in great detail and looking at what's working and what's not and it's really important to us that we know exactly what's working and exactly what's not working so that we know what we should be scaling and what we shouldn't be, um, rather than just kind of looking at things on a kind of holistic, you know, overall level, we're kind of really digging into particular products. Um, and then we're also kind of using it in other areas of the business as well. So, um, you know, the customer service team and and the dispatch team and everything is is driven by that data and we're looking at, um, we're looking at our data to look at what's working and not what's not working and how we can make things more efficient so that, um, you know, every every part of the business is is working as efficiently as it can be. Um, and Amy, you've just talked about that customer service. That to you is unbelievably important. You promise a quick delivery, money-back guarantee, and hassle-free returns. Talk to us a little bit about your customer service, um, attitude and how that trickles down and and why that's so successful for you. Yeah, um, so our kind of customer service is something I'm very passionate about. I think, um, without people, I guess, well, it's it's simple succeed. You know, you need you need customers and you need your team. So, I think it's very important that you look after both of those. So, our our customer service team are fully empowered to do whatever they need to do and to ensure that the customer is happy. So, we have we have our two working day delivery promise which means your order will be delivered within two working days or it's free. So, if you order on a Monday morning, it will be with you by Wednesday or you just get to keep it and we'll refund you. Yeah, we have a 100-day returns window we've all been there where we've not quite returned something within the two weeks and it's just not quite long enough. So, um Yeah, it's very easy to return. Our our customer services are open from 8:00 a.m. to midnight 7 days a week. So, it's really easy to get in touch with us. It's not like, you know, you've got to call in your lunch break because we close at 5:00. And we try to be everywhere that you might want to be in touch with us. So, um I find it incredibly frustrating if I maybe I'll send a business a message on Facebook and the response is, "Yeah, can you email us?" I contacted you on Facebook cuz that's how I want to communicate with you. So, we try to be everywhere everywhere that you might need us to be. So, you can email us, you can phone us on a free phone number, you can message us on Facebook or Instagram or TikTok or Twitter or X X is it now is um you can send us a letter, you can WhatsApp us. Um how however you want to get in touch, there's a lovely team of people waiting to waiting to help. Amy, I love that because I feel that, you know, we're used to fast delivery. We have the Amazons of the world around, but it's just not that loving relationship with your customer and I love that you made that as a bottom line of your business because it must cost you more. It must be more complicated, but you're making it a cornerstone of your business, which I'm sure is why also you are so successful. I'm wondering, Amy, what do you feel are your top qualities that you have that really serve you every day? You're such a young, amazing founder. You've done something beforehand already. What do you feel really serves you? Um It's a good question. I think uh being driven, um being kind of you know, the the usual kind of organized and effective and I think you've got to be um you've got to be able to juggle 100 different things at once. Um but I think also knowing your weaknesses and knowing not being the smartest person in the room and knowing that um you've got a good team around you and that you know, they're they're there to bring their expertise and um being able to go, actually you're going to do a better job of that than I am. So, you do that and I'll focus on this. I think is important. I don't think you can do everything and I think being able to um allow others to to do what they're going to be great at is is important as well. Yeah. Amy, what do you feel are your biggest challenges and how do you sort of deal with them? Um I think uh Hm. What are our biggest challenges at the moment? I mean, personally trying to juggle two young children and running a business is quite a challenge. Um I have a almost 5-year-old and a almost 18-month-old. So, um trying to deal with um their social lives and everything that they've got going on as well as a business is incredibly challenging. I think there's always kind of logistic challenges. I mean a lot of um a lot of our products come from overseas. So there's been various issues since COVID really with shipping and the cost of shipping and that always presents the challenges when you're kind of shipping things from overseas. Um until recently storage issues. We've never been in a premises that seems to be big enough for us. So fitting everything and everyone in has been has been challenging, but hopefully we're in a place big enough for us for at least a little while now so we can we can relax, but um yeah, I think I think at the moment we're in a we're in a really good place, but we've obviously had a lot of a lot of challenges as the business has grown particularly when we were smaller in terms of um you know, managing cash flow as a kind of small growing business can be can be challenging especially when we're funding products so far ahead of time. That that was always challenging. Um COVID presented massive challenges for us as a business that hadn't actually been going very long. Um but yeah, we've got a kind of we've got a great team in place now. We're in a premises that has hopefully big enough for us for a while. So um touch wood we're You're doing great Amy. You've talked about um you know, cash flow. How did you did you bootstrap? Did you take investment on board? Tell us a little bit how that journey in terms of investment and scaling went for you. Yeah, so we um the three of us put a thousand pounds in each at the beginning. Um so So, started with started with three thousand pounds and then since then have taken no real kind of significant investment. Mhm. You know, we've had leases on equipment and and things like that and a few kind of smaller things, but no real significant funding. Um so, it has been a case of really carefully managing cash flow so that we can fund that fund that growth without um running out of money really. But, um yeah, I think initially it was really challenging, but um not having that security blanket of funding in place, I think also helps us to well, certainly initially helps us to be successful. Yeah. Because you're so cautious around what you're spending, but also so keen on making sure that you are making money from day one, which we were um because we had no other choice. There was there was no funding in the background that was going to save us. So, um yeah, I think I think it could contributed to the success ultimately. Amy, I think you should write a how-to on how you made three grand into 60 million in 60 That would be a really interesting If we had more time, we should drill into this because it is amazing. Amy, what would you describe your leadership style as? You said you're a mom, you're working with your husband and another partner. How do you How do you feel you are as a leader and how does that trickle down? Um I think um I think it's important to lead with kindness and I hope that I do do that. Um that doesn't mean you can't, you know, put your foot down and um well be more serious when you need to be, but I think, you know, um having respect for your team and um and treating them with kindness ultimately um firstly, it's the right thing to do, but also you're going to get better work out people if they're enjoying coming to work. Um, I think we like to look after the team. I They're they're part of the reason why we're here. They're they're very important and we can't do it without them. So, um, we like to put great perks in place and we've got a really good perks package. Um, things like free breakfast every morning and monthly car washing goes down very well. Um, and we're also one of a few, um, employers in the UK that pay the real living wage rather than the kind of government minimum wage, um, just because it's the right thing to do. So, I think um, we put a lot of emphasis on trying to look after the team and making sure they're happy at work. Um, you spend so much time at work and I want everybody to be happy and, um, I want them to stay and I want them to do a great job. So, um, yeah, it's, um, Yeah, I think with kindness, I hope. Yeah. Yeah, and we know happy employees have bigger output and, you know, you seem to be doing it so well because you really are always on the side of what's the right thing. What would you say are you most proud of to date? Um, aside from my children, obviously. Uh, um, I think when we we were recently listed in the Sunday Times as one of the 100 fastest growing businesses. Yeah. And I was also just before that profiled in the Sunday Times. I think that was quite a big, like, wow moment, you know, seeing seeing your name in in a paper like that was quite, um, quite a proud moment, I think. Um, I mean, there's been various various times along the last 6 years, but, um, yeah, that was quite a like, okay, maybe maybe we've made it, Roman. Definitely. Amy, so what top tips would you give to young or new entrepreneurs that just start out? If you look back on your journey, what would you tell them? Um I would tell them just go for it and don't doubt yourself. And I think if you're lacking in confidence, act like you are, and eventually you won't be. I think it just you've just got to throw yourself into as many uncomfortable situations, and eventually the confidence comes. Um and I think I think yeah, I think just going for it. Like you just don't try until don't know until you try. I think um yeah, get a good team around you. Um look after people, and test. It's all For us, it's all about testing. Like just trying loads of different things and seeing what works. Testing data. Yeah. Amy, what do you feel is the best advice you've ever received? What's the best I've ever received? Um That's a really good one. I don't know, actually. Probably similar, about just just going for it. Like not being I think Someone said to me this week once about like worrying about things and and being nervous, and it was like the outcome's going to be the same. Mhm. You can spend the time leading up to it worrying about it, or you could not worry about it, and then it it's just going to happen either way. Um and actually kind of since then been kind of like, why why am I thinking about this? Like, it's going to happen either way, so um, let's just enjoy my week leading up to it rather than than than worrying about it, but um, yeah. Amy, so tell us about your plans, your goals, your dreams. What's Where are you heading over the next couple of years? What are your big plans? Um, so obviously to continue to grow the business. Um, we would like to expand out of the UK. Um, so are keen on potentially um, going into the US and um, potentially some other European markets as well, and that's kind of a a big next step for us, I suppose. Um, moving kind of out of the UK, but um, yeah, just just keep going, keep growing the business, keep adding more products. Um, potentially other other revenue streams as well. We're looking at different ways that we can get um, get the brand in front of customers outside of um, digital, which we've been quite focused on initially, but yeah, I think I think um, expanding outside of the UK is the next kind of big big project. Yeah, amazing, Amy. What do you want people that listen to this conversation? What would you walk What What What would you like them to walk away with? Uh, ooh. Confidence to go for it, I think. And that it can be done. I mean, I I'm nothing special, and I've done it, so other people can do it as well. Um, yeah, I I not long after coming out of uni started Hustle Ideas, so um, yeah, I think I think anybody willing to take some risks and put in the work can do it. Yeah, I think that's a very powerful note to conclude this conversation, Amy. I'm so unbelievably impressed and inspired by you, your team, your bottom line, the things that you care about, your leadership, and we can't wait to see what else you're going to do in the next years. Thanks. Thank you for Thank you for having me.