Interview with Jennifer King, founder of addSQUIRREL
Find out why Jennifer King was inspired to launch addSQUIRREL, a brand new, first to market product that is going transform the card and gift industry and revolutionise the way people share memories and moments.
What’s your career background?
My career began in a completely different field before I discovered my passion for art. I initially worked in a corporate environment, working within marketing which provided me with a solid foundation in business operations and customer relations.
However, it wasn’t until 208, when I started painting as a form of therapy during my recovery from anorexia, that I found my true calling. This led me to establish Jen Winnett Art, where I embraced my identity as an eco-artist and built a greetings card and gift business around sustainability, affordability, and ethical production.
How did your career change after having children?
While I don’t have children myself yet, my career has been profoundly influenced by the desire to create a sustainable and ethical business that future generations can be proud of. Alongside providing me with a lifestyle where I can raise children around my businesses.
Where did the idea for your business come from?
The idea for addSQUIRREL was born out of my experience in the traditional greeting card industry. I noticed a gap in the market for adding a personal, interactive element to cards and gifts.
With the rise of digital technology, I saw an opportunity to merge the timeless charm of handwritten cards with the convenience and creativity of digital messages. Thus, addSQUIRREL was created to enhance the gift-giving experience by allowing people to attach personalised videos, photos, and voice notes to their cards and gifts.
How did you move from idea to actual business? Turning the idea into a business involved a lot of research and planning. I started by validating the concept through market research and feedback from potential users.
Once I was confident in the demand, I worked with a talented team to develop the addSQUIRREL QR stickers and the accompanying software platform. I leveraged my existing business experience and network from Jen Winnett Art to build a brand and launch addSQUIRREL.
The journey from idea to reality required dedication, resilience, and a willingness to adapt and learn. ( and a deep breath when all the tech things went wrong in testing!)
What’s your USP?
addSQUIRREL’s unique selling point is the ability to add a deeply personal and interactive element to traditional cards and gifts. There is nothing on the market to rival us yet. Our QR stickers are easy to use, high-quality, and provide an affordable way to make any gift more meaningful.
By combining the tangible and digital worlds, we offer a unique product that enhances emotional connections and creates lasting memories.
Who’s your target audience?
Our primary target audience is women aged 30-60 who enjoy giving cards and gifts and have some disposable income. These women often have children and parents, making them perfect ambassadors to spread the word about addSQUIRREL within their families and communities.
How do you spread the word about what you do?
We use a mix of social media marketing, influencer collaborations, and word-of-mouth to spread the word about addSQUIRREL. Our social media strategy includes engaging content, interactive posts, and collaborations with micro-influencers who align with our brand values. We also participate in trade shows and industry events to connect directly with retailers and potential customers.
What’s been your most successful marketing strategy?
Our most successful marketing strategy has been leveraging user-generated content and testimonials. Encouraging customers to share their experiences with addSQUIRREL on social media has created a sense of community and trust. These authentic endorsements have significantly boosted our brand visibility and credibility.
What’s been the biggest obstacle you’ve had to overcome?
The biggest obstacle has been navigating the challenges of launching a new product in a competitive market. I underestimated how much education there would need to be around a brand-new concept.
From technical issues to building brand awareness, each step required strategic planning and problem-solving. However, the support from our early adopters and the positive feedback we’ve received has been incredibly motivating and helped us overcome these hurdles.
And your proudest moment so far?
My proudest moment has been seeing the genuine emotional reactions from people using addSQUIRREL. Watching videos of recipients laughing, crying, and expressing their joy upon receiving a personalised message has reinforced why we started this journey. It’s incredibly fulfilling to know that our product is making a real difference in how people connect and share their feelings.
Why is work so important to you?
Work is important to me because it provides me a sense of purpose and fulfilment. Building a business that aligns with my values and brings joy to others is deeply rewarding. Moreover, it allows me to contribute to a more sustainable and connected world, which is a legacy I’m passionate about.
Who inspires you?
I’m inspired by many strong and innovative women entrepreneurs who have paved the way in various industries. But one stands out to me. My friend Jordan who created J.LUXE – an inclusive gym wear brand. She is absolutely smashing it and I can only dream of creating a brand as strong as hers
How do you balance your work with your family?
Balancing two businesses with family involves setting clear boundaries and prioritising quality time. I had years of working every weekend at trade shows with Jen Winnett Art which meant most weeks I worked seven days a week. This led to burnout, so I try to protect weekends now and make sure my husband and I get at least date night a week!
What are your three top pieces of advice for someone wanting to do something similar?
- Start Small, Think Big: Validate your idea with small steps and scale as you gain confidence and traction.
- Stay True to Your Values: Build your business around core values that matter to you. This will guide your decisions and attract like-minded customers.
- Be Resilient: Entrepreneurship is a journey filled with ups and downs. Stay resilient, learn from challenges, and keep pushing forward. There’s no such thing as mistakes! Only lessons.
Check out addSQUIRREL.
