Suzanna Chaplin of ESP Connect on Growing to £1.5M, Building a 17M+ Email List, Clearing £250K Debt, and Launching the UK First Email Retargeting Tech That Matches Anonymous Site Visitors with Emails for Better Conversions. (Episode 705 - Suzanna Chapli

In this episode of Grow a Small Business, host Troy Trewin interviews Suzanna Chaplin, founder of ESB Connect, shares her incredible journey from starting an email marketing business with her father to building a powerhouse with over 17 million email addresses and £1.5M in revenue. She opens up about overcoming £250K in debt, navigating the emotional toll of a family business, and pioneering the UK’s first email retargeting tech that matches anonymous site visitors with emails. Suzanna also dives into scaling with profitability, building a resilient team, and why owning your audience is more critical than ever. Her story is packed with real challenges, bold moves, and powerful insights for any business owner chasing sustainable growth.

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Troy delves into our guest's startup journey, their perception of success, industry reconsideration, and the pivotal stress point during business expansion. They discuss the joys of small business growth, vital entrepreneurial habits, and strategies for team building, encompassing wins, blunders, and invaluable advice.

And a snapshot of the final five Grow A Small Business Questions:

1. What do you think is the hardest thing in growing a small business?
   
   According to Suzanna Chaplin, the hardest thing in growing a small business is navigating the emotional rollercoaster—the constant ups and downs. One day everything feels great with strong sales and a happy team, and the next day, key clients might pull budgets or team members might resign. It's the ability to stay consistent, keep showing up every day, and push through the tough times that truly tests a business owner's resilience.
   
   

2. What's your favorite business book that has helped you the most?
   
   Suzanna Chaplin’s favorite business books that have helped her the most include “Winners” by Alastair Campbell for its insight into what makes successful people tick, and “The 7 Habits of Highly Effective People” by Stephen Covey, which she values for its lessons on communication and understanding people’s core motivations. She also mentioned “Good to Great” by Jim Collins and books by Adam Grant as powerful resources that have shaped her business thinking.
   
   

3. Are there any great podcasts or online learning resources you'd recommend to help grow a small business?
   
   Suzanna Chaplin recommends several powerful podcasts and online resources to help grow a small business, including How I Built This by Guy Raz for inspiring founder stories, Diary of a CEO for raw and insightful conversations (especially earlier episodes), and Sweat Equity by the founders of Hype for practical branding tips. She also suggests Founders for deep dives into entrepreneurial mindsets and The Spark by Emma Grede for valuable perspectives from a female founder’s lens. Suzanna emphasizes that podcasts, books, and mentorship have been key to her learning, offering real-world solutions to everyday business challenges.
   
   
   

4. What tool or resource would you recommend to grow a small business?
   
   Suzanna Chaplin recommends Xero as a must-have tool to grow a small business, emphasizing the importance of knowing your numbers and staying on top of cash flow. While it may seem basic, having clear visibility into your finances is crucial for making smart decisions. She also highlights the value of implementing a solid CRM system as the business scales, helping manage team workflows, forecasting, and client communication more efficiently. These tools, she says, are essential for building a strong operational foundation.
   
   

5. What advice would you give yourself on day one of starting out in business?
   
   Suzanna Chaplin’s advice to herself on day one of starting out in business would be: “It’s going to be okay—keep going and stay consistent.” She emphasizes the importance of trusting the journey, making quicker decisions when needed (especially around hiring), and not holding onto people or situations that no longer serve the business. She’d also remind herself to stay organized, believe in her instincts, and understand that the hard days will pass—and every small step forward adds up to big progress.

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Quotable quotes from our special Grow A Small Business podcast guest:

You don't truly own your audience until you own their email address – Suzanna Chaplin

Every small step you take during hard times becomes a giant leap in hindsight – Suzanna Chaplin

Delegation isn’t weakness — it’s the key to real growth – Suzanna Chaplin

 

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