A Parent-First Conversation with Jenni Dunman, CEO of Daisy First

In this episode, we’re joined by Jenni Dunman, CEO of Daisy First Aid, to talk honestly about what it’s really like to run a business while being a parent. Jenni shares her journey of building a purpose-led company, the challenges of balancing family life with leadership, and why having the right team is essential for both business growth and personal wellbeing.

We dive into the realities parents face when juggling ambition and family, how Daisy First Aid was built to support families, and the lessons Jenni has learned along the way about resilience, teamwork, and staying true to your values. A must-listen for parents who are building businesses, dreaming big, or simply trying to make it all work.

Transcript

Natasha (00:00)

This episode is brought to you by Biogaia, a probiotic brand trusted by families like yours. From newborn drops to daily support for all ages, Biogaia is one of the world's most researched probiotics. Available at larger Boots stores.

Welcome to the Project Baby Podcast. Today we have Jenni, from Daisy's First Aid. Hi. Welcome. Hi.

Jenni (00:20)

Hi. Thanks for having me. Yeah, thanks It's lovely to see you. 

Natasha

How are you doing? 

Jenni

I'm good, I'm good. Really good, yeah. It's amazing. We have got 115 franchises now across the UK. That's... Busy, busy people.

Natasha (00:25)

And how is Daisy first? How many franchises have you got now?

Jenni

We have got 115 franchises across the UK now.

And how do find juggling that with being a mum?

Jenni (00:40)

It gets easier because I've got a team, an amazing team, who, you know, we lift each other up, we support each other. Everything just runs as it should, unlike the beginning when you're just on your own and you have no money and it's just you and you're juggling the children and you're juggling the work and you're fitting it in around nap times and bedtimes and everything else. But now I have to say, I'm acting more like a CEO now rather than the juggler.

Natasha (01:09)

The juggler, yeah, absolutely. Because the juggler is real, right? We've got school and kids and activities and...

Jenni (01:17)

Well, you know as well, like, I was looking after the children. I've had my, so I've got three children. So they must have been, so Benny had just been born, then I had a two year old and a four year old. So two of them were at preschool. I'd have that 10.30 till 12.30 or something slot where I was like, that's where I work. And then I've got my son under the desk with his train set thinking, you're just going to have to play and get on with it. And actually he's brilliant now, occupying his own time.

Natasha (01:42)

Yeah, absolutely.

Jenni (01:43)

Because he had no choice. then it would get seven, I'd put the children to bed and then... Back to work again

Natasha (01:48)

Back to work again. It's hard. And why did you start Daisy First Aid?

Jenni (01:54)

So I was a police officer. So I was Detective Sergeant at Westminster in London. Thought that was my 30 year career. I was like loving life. Had a child. I was like, this is unusual, different. My husband was working, so we were kind of juggling the shifts and stuff between us. And I think at that point, that was baby one, I thought, I'm not quite as brave anymore, going into situations as a police officer, as I was before I had children, whereas before I'd just barrel in there, not scared, not worried. And now I'm like, I've got a little person actually that now needs me. So I think that's probably what started thinking, am I going to do this for the next 30 years? Baby two came along, same juggle, and then I got pregnant with baby three. And I think I always knew there was going to be something. I remember saying to my friend, there's something else I need to do, but I don't know what it is yet.

And she always reminds me of this because I just kind of put it out there. I was like, it will show itself at some point. And it showed itself quite dramatically. So I was in Starbucks with my friend and we both had babies in high chairs. So it must've been my middle one. Both eating a cookie. We were having a chat and her baby choked and she didn't know what to do. Now, because obviously being a police officer, you get first aid training.

Jenni (03:19)

it's almost ingrained, you learn it every year. I knew what to do and she didn't. And as dramatic as it sounds, we very, very quickly picked the baby up, did some first aid, cookie came out, baby recovered fine, carried on eating the cookie as they do because they're completely fearless. But mum was so shocked. Yeah, and I went home that night and I said to my husband,

Jenni (03:47)

Why don't parents know this stuff? Like we go to antenatal classes, we go to postnatal classes, we do all these amazing classes with our babies, we spend a fortune on them. But if our baby chokes or stops breathing or shows signs of meningitis, all these little things, we're not taught it. So I did a little Google search and I was like, surely there must be parent classes, surely. And sure enough, no.

So you could obviously go to the big organisations, you could do like a two-day course, paediatric first aid. ⁓ But there was nothing that was just, this is what, if you see this, this is what you do. If this happens, this is what you do. Short, sharp content. So I said to my husband, I'm gonna teach the local mums, because people need to know this. ⁓ So I just rented out my local pavilion in the park.

I put a Facebook post out, because it's back in the days where Facebook was amazing for like advertising and stuff, put a post out on Facebook and thought I'm going to do two hours, you can bring your babies with you, I'll just keep it really short and sweet. And I got two people that booked on and I got seven of my friends to come along and just make it look busy.

Natasha (05:05)

Yeah, yeah, absolutely, yeah.

Jenni (05:07)

So that's how it started really.

Natasha (05:10)

This is exactly that isn't it, it's like you don't actually start thinking about the first aid until something happens. But actually we would need to be thinking about it earlier right? 

Natasha

And Daisy of First Aid offers a number of courses.

Jenni (05:18)

100 % absolutely.

Yeah, I mean we've expanded loads over the years but we started specifically that two hours because you're absolutely right, people needed to know before it happened and it wasn't on people's radar at all. So it was almost like such a big hurdle to cross where we needed to show people that you need to do this either before your baby's born or before they start that weaning process or before the accident actually happens, you need to have that knowledge already.

Almost trying to teach somebody that before they even know they need it was a challenge.

Natasha (05:56)

A Challenge yeah?

Yeah, because I suppose it's trying to get people to shift their minds to thinking about it when they're like, the baby's not even here yet. Yeah. You know, so it's like my little boy Reggie, he's just constantly, constantly like choking on something like that all the time, all the time. And it's because he has a buildup of mucus, but it still is so scary when it happens. I know what to do because I have done courses myself. And actually one of your courses down in Brighton. So I do know what to do, but equally loads of my friends are just like, how do you deal with that? And I'm just like, you just do.

Jenni (06:33)

Yeah, because you know the steps that you need to take. It is important. One of them, I've got like literally like the first one was sensible and I was like wow I'm such a good parent like my child is so well behaved, sleeps like I must just be a real dad.

Natasha (06:38)

My children are accident-prone. Are yours?

Jenni (06:51)

One of them. The first one was sensible, I must just be a really good mum. And then second one came and I was like whirlwind of destruction just into everything chaotic, accident-prone, running into brick walls, spitting the head open, just everything. She threw everything at me, didn't sleep. And I was like, maybe I'm not that great.

Natasha (07:07)

But I do think it is that second child, Reggie's just like, he's wild. He's climbing up stuff and pulling it on top of himself. And it's like, he climbed it up, this bookcase, and he pulled it on himself and cut his face. And honestly, I was like, if I don't know that that should not be, it should be screwed onto the wall, come on, Tash. But until it happened, did I really think about it?

Jenni (07:30)

And you’ve got a million and one other things that you also need to be thinking about so you know accidents do happen.

Natasha (07:35)

Accidents do happen and it's just about being prepared.

Jenni (07:37)

Yeah,

it is as best you can be. It's highlighting, have you done that? Have you attached it to the wall? Have you put your cleaning products away from the cupboard under the sink, which is where 99% of people keep them and put them somewhere else? But you can't keep them safe from everything. You really can't. And my daughter, we came out the leisure centre, I think she must have been two, and there's a low wall. And then there's the pathway. And she decided to go full pelt, just into the brick wall. And she's just ahead of us, so there was nothing that we could have done to prepare for it. But as she hit it, the noise, I'm, whoa, every time I walk past that wall now, whoop. But you know, she ended up in an ambulance, and I was actually wearing my Daisy first aid hoodie as well when it happened. And I was like, okay. I’ll deal with this. Everyone was rushing around in a panic. I was like, it's okay, I know what to do.

⁓ But called an ambulance and she ended up having plastic surgery on her head and you know, it was quite a big big gash to the head but You've almost got to let them not have accidents. We've got to let them play. You've got to let them climb safely

Natasha (08:38)

Yeah.

Yeah, obviously I've got a big age gap. I've got Henry who's 20, I've got Quince who's six, and then I have Reg who's three. So I have such a huge age gap. I've got so many years of parenting under my belt. So I kind of really am calm. Dad's not so much in situations like that. He's just like, ah. Really? Whereas I'm just like, yeah, whatever. And my sister, she's a paediatric nurse. So if I don't know it, I'm like, Louise, hello. 

Jenni (09:11)

And is she quite calm? ⁓

Natasha

Like horizontal. amazing.

Natasha (09:15)

Like horizontal, nothing phases her at all. I think almost she loves it.

Jenni (09:20)

Yeah. Yeah. I guess if you're doing a job like that, you've got to love it, right? Yeah. Yeah. I kind of love it too.

Natasha (09:26)

That's what she says though, she's like, just love to hear all the stories and you know, and this came through the door today and this came, and I'm like, not sure. I'd be like, ⁓ are you okay? It's the mums, I think it's the parents. I think if we can calm them and they know what to do, then they will stay calm in the situations. They will be, you know, prepared.

Jenni (09:47)

Oh my gosh, you are right. It's the parents. It's funny because people sometimes are nervous coming to a class, but we don't, no scary stories, no gory pictures in our classes because it's about knowledge and confidence. And we want people to leave going, I'm really glad I know that. And that's the impact when people leave, they go, ah, rather than going, haaaa (sigh of relief) not…oh my God, all these terrible things can happen. And we...

Jenni (10:13)

We don't hear from them once they've done the class unless something happens. And then we get the email or the phone call or message to say, my god, I thought I'd forgotten everything, but then this happened and I remembered and I remembered exactly what you said. you know, this is the positive end result and that is such a lovely feeling. Especially if it's been something quite serious.

Natasha (10:34)

Yeah,

because that's the thing is like I think like like baby CPR and even like everything I think you think you're never gonna need it. Yeah, you're like it's wild to think that I know You never have to do it, but it is wild to think that you would ever have to do that. Yeah But it happens And I suppose it's about knowing what to do before the help arrives. Yeah, you know, yeah

Jenni (10:46)

It happens and you're right, you're absolutely right. We're not here to teach them medical knowledge. This is basic first aid until the ambulance arrives. Keeping them safe, preventing it getting worse, saving their life until the medical professional arrives. And I think when people realise that, they go, OK, it's not my responsibility to do something extremely medical. It's just my, you know, what can I do right now? ⁓ Yeah, that's a very good point. ⁓

Natasha (11:23)

I think there's lots that you teach that we don't need to access the additional help, such as like the bee stings and do you know what I mean? And the cuts and grazes and cleaning out things. I think that's just equally as important because I think sometimes as a new mum, as a first time mum, when things happen, you're like, oh my God, like I just need to take him straight to the hospital. Whereas actually there are so many other ways that you can help your child.

Natasha (11:56)

in the comfort of your own home or take them to a walking clinic and things like that. And I think Daisy First Aid are really good at kind of like highlighting those pieces and giving us the tools to be able to deal with anything.

Jenni (12:08)

I think there's two thoughts with that is absolutely our aim is to reduce unnecessary visits to A &E, take the strain off the NHS where we can and equally we don't want to frighten parents into going to A &E thinking I don't want to be a fuss or I don't want, you know, what if it's nothing? Because if you are worried about your child enough that you think they may need an ambulance then call it. ⁓

No one's ever going to criticise you for being worried enough. And we say all the time, like, trust your instincts.

Natasha (12:43)

Yeah, my sister works in the A &E and she says, we're just here, so just come in. You might have to wait a little bit longer if it's not anything that needs right now attention. She was like, but we're here, we're just doing our jobs. We're here to see your children, to make sure that your children are safe. So just if you're worried, bring them in. And gut instinct for parents is everything.

Jenni (13:05)

Like you know your baby better than anybody else. And I think you hear a lot about ⁓ meaningful advice that people give, you know, in parenting and we always say just you know them best. Just trust your girl.

Natasha (13:17)

Yeah, absolutely. And that gut for me has saved me so many times. 

Jenni

Really? 

Natasha

Yeah, it has. At times I've been a bit horizontal and then that gut feeling, I'll go, okay, now. Now we're going to go and actually seek some actual attention for this. It's been the right decision. And I've never had an experience where I've been in the hospital where the doctors or the nurse have made me feel like, what are you doing here? Wasting our time. They're happy to help. They're there.

Jenni (13:32)

And it's always been the right decision.

And like you say, if it's not serious then you might have to wait longer than something else. And that's just the way it goes and that's the right way, that's what it should be. But yeah, I think there's two schools of thought. We want people to go, know, if they're worried about a rash for example, you know, I think lots of parents worry about rashes because babies are so rashy in so many different ways. When do you take them to hospital? When do you go, okay, that is a nappy rash for example, that could be treated with a bit of nappy off time.

Natasha (14:13)

I met some first time mums on holiday just a couple of weeks ago and I could see them and they had a glass and they were running it over their baby and I said to them, said, are you okay? And like we're in Ibiza so it's like, I think they were worried about the language barrier and they were like, I'm just not sure about the she's fine but I'm just not sure about the rash and we like looked at it and I was like, it blanches but actually there is a walking doctor here on site, go and see them if you're worried, like, you know. And I think that's the thing, isn't it? It's like rash is

are just, they're just so tricky to figure out.

Jenni (14:46)

So tricky and there's so many different types and so many different reasons, you know, because when they're teething they get rash and when they're napping they get a rash and if they're hot they get a And it's so rare, extremely rare for that rash to be something serious like sepsis. But you need to know what the signs and are. symptoms are.

Natasha (15:04)

Yeah and equally like knowing those signs and symptoms saves absolutely.

Jenni (15:10)

If it's got to the point where it is sepsis and it's a rash that's incredibly dangerous and incredibly serious, then that's like a 999, that's an immediate response to A &E and that's life-threatening. ⁓ But they'll already be quite poorly, so to get to that point where you've got that really, really dangerous rash, they will already be an extremely poorly child, ⁓ in which case there'd be almost no hesitation and you would just get them to hospital.

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Natasha (16:20)

So for our pregnant listeners or even the ones that have just got their newborn babies here, what are your top three things that are must haves for them?

Jenni (16:29)

Obviously book your first aid class. Because we do the home classes, so we do them for the families, which is amazing. So get everyone that's going to be after you. So don't even need to leave the house. You can be there pregnant, absolutely safe, perfect, obviously. As a mum myself, the thing I use most, because we buy loads of stuff, don't we? The thing I use most, which is not first aid related, never have enough muslins. Oh my god, muslins, loads of them.

Natasha

They sweep up for everything, don't they?

Jenni (16:57)

I think I've still got them in the cupboard, it's so useful. And the first aid kits that we have are really small so they fit within the changing bag. I've got one in my car. Have you? Yeah. They've got bravery stickers in, they're super cute. They've got everything you need that you can just sit at the bottom of the bag so if you ever need it, is just there.

Natasha (17:15)

Okay, so let's talk about the first aid kit. So there are so many out there. What do parents actually need in the first aid

Jenni (17:22)

So I designed this one myself based on being a mum and what I would actually need. So in there is an ice pack, an instant ice pack, because bumps and bruises are going to happen. So you can just squeeze it, it automatically gets cold, pop it on your bumps and bruises. Done. Absolutely. Plasters, obviously we're always going to need those, but we have ours that are really brightly coloured, so it's a bit more exciting for the children, they actually feel like they want to put it on.

So they're all sparkly and they've got stars in there. love a plaster. Colourful, love a plaster. Fix anything. And septic wipes, obviously you've got to clean those cuts and grazes before you put the plaster on them. Yeah. And most importantly, the queen of the whole kit is the bravery stickers because they fix everything. Everything. Because if a child's fallen over and they've upset themselves, the magic sticker is what will make them feel so, so much better.

Natasha (18:14)

So what are the most common first aid situations you see for children under one?

Jenni (18:20)

Under ones, I would say certainly choking. I think that is one of the biggest worries for parents, mainly when they're around that sort of six month mark and they're starting to wean their children and they start to see the gagging and they're worried, is it choking? Is it gagging? Do I help? Do I let them work it out? So I think that's definitely one of the biggest ones. I think one of most unknown ones, which normally draws a bit more interest is the febrile seizures.

And that's because one in 20 babies or children will have one at some point in their life. And simple febrile seizures are harmless, it's just caused by a spike in the temperature ⁓ if they're unwell. ⁓ Normally don't last very long but are really, really unpleasant to witness actually. So that is quite a common one, the one that we like to highlight to go, it isn't nice to look at but they are harmless and your baby's gonna be okay.

So those steps. But yeah, think choking, febrile seizures, obviously bumps and bruises are always going to happen. Head injuries I think people worry about ⁓ and it's just a case of monitoring your child if it's just a minor bump. But if you're ever worried, if your child's had a bump to the head and you are worried or their behaviour is not normal for them, just go and get them checked out. Just, you know, don't take any risks because you're never worried in any way.

And rashes, I think, is another one. Yeah, I think people do worry about the rashes and which is the dangerous rash and which is just the simple normal rashes that babies get. ⁓ yeah.

Natasha (19:45)

So is there any advice for situations that are just, they're scary, like for parents, aren't they? It's like you're in a situation, you didn't see yourself in that situation five minutes ago, and all of a sudden you're in it. What advice can you give to parents just to...

Jenni (19:56)

Yeah, absolutely.

It is scary and no one ever wants to think of their child in a situation where they're needing first aid. And as much as it's very easy for me to say, keeping calm is so important. 

Natasha

Such an easy thing to say.

Jenni

Such an easy thing to say. So the way I would word it is, it's really important for your baby to see you calm. Because you can almost draw strength from that. If you're doing it for your baby or your child so that they're not seeing you panic and they're not seeing you in a state, bringing it down, then try your best to mask it, even if inside you're trying to keep as calm as possible. Because by trying to keep calm into breathing, your rational thoughts will come back and all the things that you've learnt will come back to you and you'll be better prepared to deal with the situation. But things like that are scary and ⁓ I think a good example of that is when you are weaning a baby.

and your baby starts to gag and we've both seen it with our own children like so many times and when do you let them work it out if they're gagging and they're going bright red and the eyes are watering and they're you know doing that movement when do you let it work or when do you actually jump in and go this child needs help and it's a really good question and a question that comes up very very often and the truth is that babies are gaggy they do gag and it's very normal

Natasha (21:23)

Learning to use those new muscles, aren't they? Yes.

Jenni (21:26)

They're learning to breathe, chew, swallow, all in the right order. So it's really important for us as parents to let them work that out. If we keep intervening and we keep jumping in, well, number one, they're not going to learn or it's to take longer to learn. But number two, number three, they might actually, you might hinder them. So say, for example, they're eating, they're starting to gag, the food is making its way through the back of the mouth, to the front of the mouth, the tongue's moving.

and they're working out and we come in and we give them a back blow because we think they're choking. What might happen is that child panics and goes, and then they're choking. So it's brave. And we obviously want people to enjoy the weaning process. Like we don't want people to sit there thinking, ⁓ God, anxious. You know, you want it to be a pleasurable experience, a mucky experience, messy. ⁓ But yeah, is just letting them work it out. If of course, they become pale and they can't speak or cry or cough or breathe. Of course, that's when we know that we're going to need to step in. And depending on the child, sometimes the face can become very pale with their darker skin, they can become very pale sort of around the lips area. Start expression of panic in their eyes. Again, they can't breathe, they can't cry, they can't tell you. Then we're going to step in and help. But again, it's just that keeping calm and going through the process that we teach you.

Natasha (22:53)

Yeah, definitely. So what's the future for Daisy First Aid?

Jenni (22:58)

I think we've expanded into lots of other classes now. So we started with the parent class, which was amazing. And that is probably our core.

Natasha (23:05)

So what is the parent class entail?

Jenni

So two hours ⁓ covers things like CPR, recovery positions on babies, choking, signs and symptoms of meningitis, burns, bleeding, broken bones, bit of home safety, ⁓ but in very small bite-sized pieces because we know about baby brain.

Jenni (23:25)

We know how much that we can absorb and how much is just a bit overload. So we don't want to ever overload. ⁓

Natasha (23:30)

When you leave the class, are you given any material so that you can refresh your brain?

Jenni (23:35)

Yeah, so we've got books and the books are literally again bite-sized pieces that are thin enough to bung in the changing bag or bung in the glove box of your car so it's there if you need it without having to hook the big encyclopaedia you know just and it's very baby and child specific which is great so yeah we don't want to overload people so the baby class is probably our most popular and we train thousands and thousands of parents and grandparents that's another one we love doing the grandparents.

Natasha (24:04)

Do you see lots of grandparents?

Jenni (24:05)

When we first started, no, and then slowly but surely, think because grandparents are looking after children more and more now, aren't they? We are training them and they're almost like really fun because some of them come with really old school ideas and first aid and they feel like they know it and it's just a refresher and then they realise that actually so much has changed over the years. And it's funny because you hear funny stories about things that they used to do.

One sticks in my head and the lady and she was, it was her daughter, her daughter was pregnant and she was saying about when her daughter was a baby and had choked and she'd picked her up by the leg and smacked her on the bum because she was choking on carrot. And I was like, oh, well, we don't do it like that anymore. And she was like, well, it worked. Well, yeah, I'm glad it worked. Like I'm really glad it worked. But yeah, we've, we've, moved on a bit. Yeah.

Natasha (24:54)

So it works.

Jenni (25:02)

But yeah, we love training the grandparents. And the children's activity providers, we do a lot of classes for them now. So if you're taking your child to a class, actually legally for many of them, there's no legal requirement for those leaders to have any first aid qualifications because the parents are there. But actually what we've done is worked really, really closely with lots of activity providers to make sure that they've got the knowledge as well. So if something happens in the classes.

It's reassuring for them, it's reassuring for the parents and obviously it's great for the kids if something does happen. So we've sort of transitioned from that and then we started teaching the kids. We brought that in a few years ago but it actually became law in 2020 so we were over the moon that in schools they actually get to learn the first aid. And the reason why I am so passionate about it is because the kids don't have the fear that we've got as adults so they just think it is fun.

So when they're practising CPR, they don't have that association that you and I were thinking, my god, this could be an actual real life person. They're just like, this is great. So because there's no fear, it sort of sticks in their head. And as they grow, they'll remember. And if it comes to the point where they ever have to use it, it's almost like, know this stuff and it's easier to learn. And they just absorb it so brilliantly. And we teach special education, special ed needs kids. Amazing, absolutely phenomenal. They just absorb it. ⁓ We teach primary school, secondary school and that's just great fun. Really, really great fun. And then of course the actual children, ⁓ child carers, so the nurseries, the preschools, the childminders. So anyone really that's looking after children feel like it's our responsibility to make sure they've got that knowledge. So we're never short of customers.

Natasha (26:53)

No, never short of customers. And actually, even if you've done the parenting just before the baby's born, actually, there's growth there isn't.

Jenni (27:01)

We get a lot of people coming back. So quite often we'll get people come and do a class when they're pregnant because they want to feel prepared. Then they'll start weaning and they'll go, oh, this is a bit scary. So they'll come and do a little refresher because it is only two hours. It's not a big, you know, big thing. And then when kids are on the move or they've had a bump or, you know, little accident, then they'll come back and be like, need another refresher.

Natasha (27:24)

Because Sid fell out of the high chair.

Jenni (27:27)

Yeah, yeah, yeah. And actually, you know, we do forget it. If we don't use it, we forget it. So it's good to have those refreshers, definitely.

Natasha (27:33)

Yeah, so a question I ask everybody on this podcast is what is your love language?

Jenni (27:40)

Do know what my love language is? I think as a busy mum, we do so much for our children, our families, our business. My love language is small words of gratitude. If someone is grateful for the little things I do, it just melts my heart. I don't need big grand gestures, but small words, just a thank you, just I really appreciate that. Or a text message from someone that just says, thanks for that.

100 % makes my day. Makes your day. Or a cup of tea is nice.

Natasha (28:11)

I love a cup of And I love it. My little Reg, I'll give him anything and he just goes, thanks mum. Isn't that just a nice thing? Yeah, no. I that. Thank you so much for coming on to today. If our viewers and our listeners want to know more about Daisy First Aid and where they could book a course, where would they go?

Jenni (28:19)

I agree. Better than anything.

www.daisyfirstaid.com and then you just pop your postcode in and it will direct you straight to your local trainer.

Natasha (28:41)

And you're obviously on Instagram and on Facebook and on all the social medias.

Jenni (28:45)

Yeah, Daisy First Aid.