In this fascinating conversation, we chat with Ana, co-founder of Seedball, a wildflower seed business with a powerful environmental mission. Starting from scientific roots and a passion for conservation, Anna and her co-founder Emily have built a £1.5 million turnover business while staying true to their vision of helping save bee populations.
The Seedball Story:
- Founded by two conservation scientists with PhDs
- Started 12 years ago with a simple but effective product concept
- Developed clay-encased seed balls that protect seeds and include natural defences
- Mission-driven business focused on increasing wildflower habitats for bees
- Currently reinvesting profits to purchase and rewild land in the UK
Seedball’s innovative approach makes growing wildflowers accessible to everyone, regardless of gardening experience.
Current Business Structure:
- £1.5M annual turnover primarily from wholesale/B2B
- Only £120K (approximately 10K/month) from direct-to-consumer website sales
- High seasonality causing monthly revenue swings from £3K to £40K
- Strong organic social media presence driving brand awareness
- Some success with Facebook ads but no consistent strategy
The founders face a common dilemma of many mission-driven businesses: balancing ethical values with profitability.
Digital Growth Strategy:
- Set clear revenue targets: £25K/month in 12 months, £40K/month in 24 months
- Implement proper tracking through Google Analytics 4 and Google Search Console
- Calculate average order value and customer lifetime value
- Test subscription models to smooth out seasonality
- Focus Facebook ads on higher-margin products and gift sets
One of the most powerful insights was the importance of understanding customer lifetime value.
Key Growth Opportunities:
- Implement subscription boxes with seasonal products and educational content
- Target higher-value product bundles through Google Shopping
- Use search data to identify niche keyword opportunities
- Analyse customer repeat purchase behavior to calculate true customer value
- Leverage existing PR success with strategic paid campaigns
The podcast offers Seedball a clear roadmap to scale their direct-to-consumer channel while maintaining their environmental mission. What makes this story particularly inspiring is how the company’s growth directly translates to environmental impact—as they scale, they’re able to purchase more land for rewilding projects.
This conversation perfectly demonstrates how combining business acumen with genuine passion can create a profitable enterprise that makes a real difference in the world.
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