Samantha Poole is an award-winning serial entrepreneur and social media expert who has built a phenomenal online community. Her Milton Keynes community has over 30,000 followers, making her a hyperlocal influencer and business advisor.
At present, she is the CEO of Ask GoTo, a limited company that specialises in business advertising, and Incubation Nation, a Community Interest Company. Business Growth Training and a unique 3-point advertising service are at the core of her business development.
As a single mother with two autistic children, starting over hasn't been easy, but all of us deserve a chance to survive and thrive. Samantha is an inspiration to other women and business owners because of the way she approaches success. When she was going through a difficult divorce, she launched her first business that created five revenue streams, and in 2020 and 2021, she launched two other businesses.
Within five years, her first Facebook group grew to more than 21,700 local users, generating more than £250,000 in revenue. As a result, she now teaches others how to start a business from the kitchen table with profit as the most important factor. The mission is to change the 80% failure rate for businesses to an 80% success rate!”
Sam is a firm believer in ‘pay it forward’ and has also raised over £60,000 for local charities since 2004.
Thank you for interviewing with us today, can you introduce yourself to us?
Hello, I'm Samantha Poole, a multitasking mum with two boys of 16 and 11 years old from Milton Keynes.
Can you take us through your journey to where you are now?
In my career, I have worked at Forte Hotels, a holiday rep in Ibiza, and a police control room officer for 13 years. When my first child was just three months old, I helped start a lighting company and during our three-year stay in Spain, I established a party/childcare venue and a relocation business.
Having founded the Mum to Mum Facebook group back in 2010 in Milton Keynes, I went on to launch an online business directory, a local magazine, networking events, a loyalty card, a co-hire shop, and Incubation Nation CIC.
Every day, members of our 21,750-member Facebook group ask for recommendations for great local businesses. Due to people recommending businesses that were not legal and sadly giving terrible service, this needed to be monitored. Currently, we work with more than 200 Milton Keynes and Bedford businesses that have excellent reviews. Almost everyone has a "go-to" expert they turn to for advice, so now we connect the local community with the best experts in town.
In addition to advertising support, we offer marketing advice and social media training to local businesses. As 80% of startups fail within three years without support, Incubation Nation CIC aims to support and develop entrepreneurs.
The city is growing rapidly, but it needs projects like Incubation Nation to connect its residents to business growth opportunities. With a clear Business Growth Strategy, you can achieve more and become more profitable.
Since starting, have you made any changes to your business model?
There have been so many changes! First, it was an online directory, followed by networking events, a magazine, and then a loyalty card, all branded as 'Mum to Mum' since that was what I called my Facebook group. Several businesses refused to work with me because they were not mums, dads wouldn't buy the loyalty cards, so after much discussion with my team, I changed the name to 'Ask GoTo' because I had a directory full of GoTo experts.
Each year, I review the business to see what is working and what is not, with the idea of expanding beyond Milton Keynes. Our launch in Bedford wasn't as successful as we hoped, but I now realise that we can do so much more for our local businesses in Milton Keynes.
Have you ever had a mentor?
Yes, I've had three in the last three years. If I need a second opinion from an expert, I consult a specialist. Sometimes, I also need accountability since I have a hard time focusing.
This is the best money I've ever spent! My good friend and I also mentor each other, which is a wonderful gift.
What outlets do you use for marketing?
My main outlet is social media, but networking, print advertising, word-of-mouth, and relationship building also play a significant role.
My reputation as an expert in my field has brought me several referrals per month from clients and members of my Facebook group. There are times when I need to use paid social media advertising, but I always look for the leanest (free) options first.
What or Who has inspired you most recently?
Over the last two years, I've run Business Bootcamps for 150 women and I am inspired to be a better business owner and mentor because of them. The pride you feel when you see them succeed and make sales is priceless.
As someone who admires women in business, I met Caroline Strawson when I was at rock bottom after a very toxic marriage and trying to start over with two children. Despite feeling like I was in quicksand, she gave me the confidence to take one step at a time and keep going. She has just gone from strength to strength and is a real inspiration to me.
What is the best piece of business advice you have received to date?
“Say YES and then work out how to do it!”
I've been doing this for 5 years now, and I don't let lack of experience deter me; I just learn how to do it!
How do you create an evenly balanced work and personal life?
As I have two businesses, I still haven't mastered this but I'm trying hard to have some 'time out' and spend more time with my family.
Instead of dabbling or wasting time, I need to focus on my workload!
Name a seminal point in your career so far?
I have won two awards so far this year, and my third nomination is for the Women Leaders Awards in Milton Keynes. As an introvert, it can be hard to stand out, but this year I'm stepping out of my comfort zone!
Leaving a business that made me unhappy in 2021 was one of the best decisions I ever made. It gave me my life and mental health back!
What gives you ultimate career satisfaction?
Passing on my knowledge, providing new business ideas, and watching them put it all into practice is one of my favourite things to do.
Running a business is not easy sometimes, but finding a job when your children won't attend school due to autism is the most stressful role ever. I have done the best I can with my skills to work from home and be available when needed.
One of the most challenging aspects of my solo journey has been creating a salary you can count on to pay the bills.
Are there any leading entrepreneurs or SME leaders that you admire and if so, why?
I loved hearing Karren Brady's story about her role as MD at Birmingham City the last time I heard her speak at Buckingham University. In spite of sexism, she managed to hold her own in a male-dominated business. Her quick wit impressed me!
The first time she got on the team bus, a player said "I can see your tits from here". Brady replied “When I sell you to Crewe, you won't be able to see them from there will you?" She sold the player shortly afterwards.
I also admire what Lisa Johnson has achieved, just incredible!
How do you define your own success?
My dream is to have a nice happy life with happy children and no worries about money.
Following a difficult few years, the awards have really boosted my confidence and made me feel successful. As a natural empath, I love to help others. My goal this year is to be the best possible version of myself by putting on my own mask first.
Finally, what can we expect from you next?
A book collaboration with Kylie Anderson from Iconic Wealth is coming out this month. My chapter on growing an online community is in the book’ Iconic Wealth for Women’ - How to grow your income, create wealth & live a fulfilling life! Featuring 18 incredible female experts. My goal is to start speaking in 2024 to motivate other women to not live 'Unhappily Ever After'.
https://www.instagram.com/samanthajpoole/
https://www.linkedin.com/in/samantha-poole-532744124/
https://www.facebook.com/samanthapoolemk/
https://www.facebook.com/groups/251802228221892
