Joining me on today’s show is Sophie Baron, the woman behind London’s cutest meal delivery startup for babies, Mamamade.
This is her journey of becoming an entrepreneur whilst holding down a full time job and the lessons she’s learned along the way.
Starting a business can often feel like jumping off a cliff and building a plane on the way down. For many entrepreneurs, it begins as a side project—a passion or creative outlet that eventually evolves into something bigger. For Mama Made's founder, that journey was no different.
In the early days, the business was very much a side hustle born out of curiosity and the need for a creative outlet. After having her first child, she spent her spare time experimenting with recipes in the kitchen, collaborating with friends who were nutritionists, and testing flavors. What started as a personal project quickly grew into something more. Her friends saw it as a hobby—a way for her to stay busy after becoming a mom—but little did they know, it would soon become a full-fledged business.
Looking back, she recalls that time as a period of exploration and learning. Despite juggling a full-time job and motherhood, she still found time to work on her side hustle. She was stretched thin, overwhelmed, and sometimes wondering if this new endeavor was worth the effort. However, she found solace in the creative process and, unexpectedly, in the business potential that started to reveal itself.
From Kitchen Experiments to a Legitimate Business
Initially, everything was done in her home kitchen. She spent time researching child nutrition and creating baby-friendly meals on her own. As feedback started rolling in from friends and their networks, she realized there was a real demand for the product. Friends of friends were reaching out, eager to buy what she was making. It was at this point that she started to think more seriously about turning her project into a business.
Once the decision was made, she sought help from professionals, relying on favors from friends to refine her recipes and nutritional content. Although it all started in her home kitchen, the business was entirely legitimate, meeting all legal requirements and regulations. It wasn't until about six months ago that Mama Made moved into a commercial facility, marking a major milestone in its growth.
Bootstrap Beginnings and the Power of Social Media
The early days of Mama Made were truly bootstrapped. There was no significant capital injection—just a minimal investment in a Shopify website, branding favors from friends, and a few hundred pounds to buy vegetables and a chest freezer. At one point, she joked with her husband that if the business didn’t work out, they’d have plenty of frozen vegetables to eat.
Marketing and sales relied heavily on Instagram, a free yet powerful platform that enabled her to build an audience and connect directly with customers. This grassroots approach kept costs low while maximizing reach. For nearly a year, the business grew organically through word of mouth and Instagram sales.
Raising Investment and Scaling for Growth
After bootstrapping for a considerable time, the business reached a point where external investment was necessary to fuel growth. In July 2020, Mama Made secured its first round of investment from family members. This investment went toward improving the website, branding, packaging, and scaling operations in the kitchen. While most of the funds were earmarked for growth, the business had already laid a solid foundation through its scrappy, bootstrap approach.
Staying True to the Brand—And Evolving
Mama Made’s branding journey reflects the organic nature of its growth. The original branding was pieced together with the help of friends and was a mix of DIY elements. It worked for the early days, but as the business grew, so did the need for a more cohesive brand identity. The founder admits feeling a sense of attachment to the original branding, even referring to it as a "Frankenstein" of sorts, but recognizes that evolving the brand is crucial for future success.
Validating the Product and Finding the Right Market Fit
One of the key moments in Mama Made’s journey came when the founder realized that parents had very limited options when it came to baby food. Most products on the market were either homemade or long-life purees packaged in opaque containers. Parents, while grateful for these options, didn’t feel entirely comfortable feeding their children processed pouches regularly. Recognizing this gap, she developed a new alternative—her own blends of fresh ingredients that parents could feel good about feeding their babies.
To test the market, she drove around delivering prototypes in Ziploc bags, gathering feedback from other parents. The positive response and repeat customers gave her the validation she needed to start selling in a more formal way. When strangers began ordering her products and raving about how the meals had made their lives easier, she knew she was onto something big.
Why Subscription vs. Supermarket Shelves?
Mama Made decided early on to adopt a direct-to-consumer subscription model rather than go the retail route. This decision was partly driven by the desire to stay connected to customers and respond quickly to feedback. By selling directly to parents, the brand has been able to learn, iterate, and improve at a faster rate than it would have in a retail setting.
Additionally, the subscription model allows the business to keep its margins, helping it remain lean while delivering a high-quality, customer-focused product.
The Value of a Dedicated Team
Mama Made’s growth has also been supported by an incredible team of chefs and nutritionists. One of the perks of launching during the pandemic was being able to hire top chefs from well-known restaurants that were temporarily closed. Many of these chefs had families of their own and were eager for more stable hours—something a startup like Mama Made could offer.
Now, every recipe is developed with the expertise of in-house nutritionists and chefs, ensuring that the meals are both nutritious and delicious. The founder’s own child even serves as the original taste tester, offering the ultimate seal of approval!
Building the Business through Community and Referrals
While Instagram was a critical tool in the early days, word-of-mouth referrals and community-based marketing have played an equally important role in the brand’s success. Mama Made’s referral program allows customers to share the product with their friends while earning discounts, further expanding the customer base organically.
In an industry where trust and personal recommendations are vital, this strategy has helped the brand grow without relying on heavy spending in marketing.
The Entrepreneurial Rollercoaster: Keep Going, Even When It’s Hard
Despite Mama Made’s growth, the entrepreneurial journey hasn’t been without its challenges. Bootstrapping for the first year came with financial uncertainty, and there were moments when the founder considered pulling the plug. But persistence paid off.
One piece of advice she shares with other entrepreneurs is the mantra: "Stop stopping." It’s easy to let self-doubt creep in, but success often comes to those who keep pushing, even when the going gets tough.
As Mama Made continues to grow, its founder remains focused on delivering high-quality, nutritious food for babies and supporting parents through their feeding journey. Her story is a reminder that sometimes, the best businesses start small—with a little bit of passion, a lot of persistence, and a few lucky breaks along the way.
