Let’s Get Down to Business: Janet Wood

JANET Wood, 50, of Boston Road, Henley, is the founder of WeWeed. The company started during the covid pandemic and supports 400 professional gardeners and 500 registered customers nationwide. She has lived in Henley for 20 years with her partner Richard Pereira and likes gardening, walking their dog and tending to their allotment at Watermans.

Describe your business:

WeWeed is an e-commerce website trades directory aimed at building an inclusive gardening community across the UK that’s accessible to all.

How many people does it employ?

We currently support a growing community of more than 400 professional gardeners and 500 registered customers nationwide.

What did you do before you started this business?

I still run www.silentcustomer.com — a mystery shopping and customer review management company, which I founded in 2008.

When did you start your business?

WeWeed started after I offered help in other people’s gardens when Silent Customer was mothballed during the covid pandemic.

What was your objective?

I started WeWeed because I thought I had lost Silent Customer forever. At the time it only served the hospitality industry and I couldn’t see it ever recovering.

What influenced you to set up your business?

WeWeed morphed from a local Henley-based gardening company to a directory because of the need for more women as companion gardeners and it seemed the most logical way to expand.

What would you do differently if starting again?

Well, I am starting again. I didn’t take any risks with Silent Customer and it was too slow to grow. With WeWeed I am looking for seed investors and shareholders to enable faster growth.

How is your business doing compared with last year?

WeWeed is new so we don’t have year-on-year comparisons but, so far, the numbers are encouraging.

Do you compare on a regular basis?

I look at numbers monthly and annually compared to last year and I am very strict with accounting.

How do you market your business?

Start-ups require you to put yourself out there. You need to tell people about yourself on digital platforms, by picking up the phone, attending networking events and don’t be afraid to ask for help.

What’s the best thing about running your business?

The creative process and that you don’t have to suffer from poor leadership.

What’s the most challenging aspect?

All of it.

Where is your business headed?

To make WeWeed the first and leading e-commerce trades directory that also supports diversity in learning and development in vocational training.

Do you have a five-year plan?

No — I just have a plan.

How do you have a work-life balance?

I don’t beat myself up over having five-year plans and we have a Jack Russell called Bob who barks at us if we are at our computers past 6pm.

Do you set goals at the start of a new financial year?

Yes — do better than last year.

What’s the most valuable thing you’ve learned?

Support your teams to support you. Give them autonomy, listen to them and allow them to make mistakes.

What advice would you give for starting a business?

Tenacity but be flexible. If something isn’t selling the way you thought, change what you are selling and how you are selling it.

What’s the biggest mistake you’ve made?

Not taking bigger calculated risks.

How organised are you?

Very organised.

What are you most looking forward to in 2025?

Each day.

How are you planning for retirement?

Working and saving.

What’s the secret of your success?

I don’t think success can be measured or made, nor do I think we have much choice in it. I don’t live in a massive house or drive about in a supercar but I am lucky to live in Henley with a supportive partner and be in relatively good health. Is that success? I rather think it’s luck!

How do you dress for work and is it important?

When I’m gardening, I look like a gardener. When I’m working from home, I always put my shoes on before I sit at my desk.

What can’t you do be without every day?

Coffee and, from October, mince pies.

What change would you most like to see in 2025?

Some stability across the world economies.

Interview by Will Hamilton, intermediary and global marketing consultant, Hamilton Associates