In this fifty-sixth episode of My Kind of Business, Alex is joined by Carl Darnell, founder of crdone, a search marketing agency based in Bedford specialising in PPC, SEO and web design for small and medium sized businesses.

He began his career as a marketing apprentice at a local college before working his way up through well known brands, managing campaigns, working with data and presenting marketing performance to stakeholders right up to board level.

In this episode Alex and Carl explore the full journey from apprentice to agency owner, the mindset shifts required along the way and the practical foundations that have allowed crdone to grow sustainably.

In this episode Alex and Carl explore:

• Carl's early career as a marketing apprentice and the path that followed
• The decision to travel and how freelancing abroad led to founding crdone
• Transitioning from freelancer to agency owner and what that shift really involves
• Growing and managing a remote team through COVID and beyond
• Building SOPs and processes that allow a business to scale sustainably
• Hiring for attitude and what Carl looks for in the people he brings into the team
• Creating strong company culture without a shared physical space
• The books and frameworks that have shaped how Carl runs the business
• His mission to make digital marketing transparent and genuinely understood
• Advice for aspiring entrepreneurs and why starting with the end in mind matters

Timestamps

[00:00] Introduction to Carl Darnell's story

[01:09] Childhood aspirations and family influences

[02:59] Discovering marketing through an apprenticeship in 2009

[05:08] Transition to Bourne Leisure and managing campaigns

[08:33] Deciding to travel and take a sabbatical

[11:02] Starting freelancing from abroad

[14:54] Building a remote business and industry insights [17:20] Transition from freelancer to business owner

[20:10] Growing the team from 1 to 7 members

[22:46] Impact of COVID and recruitment strategies

[25:43] Creating processes and SOPs for scalable growth [29:41] Building company culture remotely

[32:07] Future vision, mission and growth strategies

[38:07] The importance of mindset and attitude in recruitment[41:13] Advice for aspiring entrepreneurs

[43:06] My kind of business is, Carl's vision

Key Highlights

• Transparency and clarity as the foundation of great agency relationships
• Building processes and SOPs before you think you need them
• Why attitude matters more than experience when growing a team
• The power of frameworks like EOS and Scaling Up for sustainable growth
• Starting with the end in mind as the foundation for building a business with purpose

Connect with Carl

crdone.digital hello@crdone.digital linkedin.com/in/carl-darnell

Connect with Alex

alexmccarthycoaching.com linkedin.com/in/alexmccarthycoaching instagram.com/alexmccarthycoaching

In this thirty-sixth episode of My Kind of Business, Alex is joined by Sue Chalmers – founder of Willow & Hen and former motor industry professional turned lifestyle store owner.

After years working in the motor industry, Sue reached a point where she knew she wanted to build something more aligned with who she was. That intention led her to open Willow & Hen – the calm, community-focused lifestyle store she’d dreamed about since she was young.

Sue’s journey is a beautiful example of following your interests, trusting your timing and allowing your business to evolve naturally. She speaks openly about what it was really like to step out of a fast-paced, male-dominated industry into the world of mindful retail, the lessons she’s learned along the way, and the joy of building a business that feels purposeful and personal.

In this conversation, Alex and Sue explore:

• transitioning from the motor industry to running a lifestyle store

• the early influences that shaped her entrepreneurial path

• creating a business rooted in community and connection

• sourcing products locally and working with purpose

• the evolution of Willow & Hen over time

• navigating change with resilience and curiosity

• building a business that feels calm, intentional and aligned

• what it really takes to follow a long-held dream

Whether you’re thinking about a career shift, dreaming of a more creative path, or wanting to build a business that feels like you, Sue’s story is an inspiring reminder that it’s never too late to create something meaningful.

[00:00] Introduction and welcome to Sue [02:10] From the motor industry to mindful retail [06:45] The early influences behind Willow & Hen [11:20] Creating community through a lifestyle store [16:00] Sourcing locally and working with purpose [21:05] Building a business that evolves with you [26:30] Lessons learned from navigating major career change [31:40] What alignment and fulfilment look like in business [35:20] Sue’s hopes and plans for the future of Willow & Hen

• Following your long-held interests even when the path looks unexpected

• Shifting from a fast-paced corporate environment into intentional entrepreneurship

• Building a community-focused business rooted in connection

• Supporting local makers and choosing products with purpose

• Navigating big career changes with courage and curiosity

• Allowing your business to grow and evolve season by season

• Creating a work life that feels calm, aligned and meaningful

Instagram: @willowandhen Website: willowandhen.co.uk

Connect with Alex

In this thirty-third episode of My Kind of Business, Alex is joined by Lauren Troiano, a Female Founder and Entrepreneur behind two Bedfordshire-based businesses: The Little Marketing Company and The Little Yoga Company.

Lauren shares her journey from corporate marketing to entrepreneurship, explaining how maternity leave inspired her to build businesses that align with her values. Through The Little Marketing Company, she supports small and medium-sized businesses with marketing strategy, branding, and business growth, offering creative, out-of-the-box solutions to help businesses stand out. Meanwhile, The Little Yoga Company brings mindfulness, movement, and wellbeing to the local Bedford community.

This episode is packed with practical insights for female founders, entrepreneurs, and small business owners, covering how to grow a business with confidence, overcome imposter syndrome, and build a supportive community around your work.

• How maternity leave became a launchpad for entrepreneurship

• Growing small businesses through personal branding and marketing strategy

• Building confidence, creativity, and courage as a female founder

• Balancing family life with running multiple businesses

• The power of community and collaboration in business growth

• Overcoming imposter syndrome and embracing self-belief

• Running purpose-driven businesses with flexibility and impact

[00:00] Introduction and welcome to Lauren [02:20] Maternity leave as the spark for entrepreneurship [06:40] Launching The Little Marketing Company [10:55] Building confidence and community in business [15:30] Balancing family and entrepreneurship [20:45] Personal branding and business growth [25:10] Overcoming imposter syndrome [30:00] Community and collaboration in business [34:20] Future plans for The Little Marketing Company & The Little Yoga Company

• Turning maternity leave into a business opportunity

• Growing small businesses with marketing and branding expertise

• Building confidence, courage, and creativity as a female entrepreneur

• Creating a supportive community for business and personal growth

• Running multiple purpose-driven businesses while staying aligned with values

• Sustainable business growth without stress or hustle

• The importance of collaboration, mentorship, and community

LinkedIn: Lauren Troiano Instagram: @thelittlemarketingco

Book a 2026 Business Planning Workshop: https://alexmccarthycoaching.as.me/2026businessplanning Instagram: @alexmccarthycoaching Website: alexmccarthycoaching.com