Episode 6: Adele Pember

Creating a 'Furiendly' Community

How do you build a connected community which wants what you offer and loves your brand?

In this episode, Gemma chats to Adele Pember, founder of Dog Furiendly, whose business idea was inspired by the heartache of leaving her dog at home whenever she wanted to go out for a meal. The popularity of the 'passion project' saw Adele leave employment to work on the business full-time. But the young business had to pivot away from a focus on events when the Covid-19 pandemic hit. Securing investment opened new doors - and challenged Adele to think bigger than she had ever dared. 

Episode topics

01:24: What is Dog Furiendly?

02:44: How did the entrepreneurial journey start?

06:18: The key piece of advice when starting a business.

07:06: Leaving employment to take on the business full-time.

08:46: The impact of the Covid-19 pandemic.

10:46: Tips on using your website, social media & email lists to build a community.

12:56: The importance of a support network to a business owner.

14:39: Going for investment.

18:47: Being 'pitch perfect' - sharing your story with confidence.

20:31: Growing a remote team.

22:40: Keeping the culture as your business grows.

23:50: Juggling running a business with being a mum.

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As the UK's biggest bank for business, NatWest is committed to championing women's potential and to helping you start, scale and succeed.

As long-standing supporters of Women in Business, the bank understands the challenges women might face when setting up or running a business. NatWest has more than 1,000 Women in Business Accredited Specialists on hand to provide support, expertise and guidance.

The Rose Review

The Rose Review was launched in March 2019 by Alison Rose,  NatWest's CEO, at the request of the UK government. It sets out to identify the disparity between male and female entrepreneurs when starting and scaling businesses, and the barriers facing women.

This has resulted in 'unrealised potential' for the UK economy. Advancing female entrepreneurship represents a £250bn opportunity for the economy.

USW Exchange

USW Exchange is the front door for business engagement at the University of South Wales, connecting industry to academia to support a range of business challenges. 

Through our Developing Entrepreneurial Women programme with NatWest Cymru, we harness the skills and expertise from across the University to help bring greater gender diversity to the business sector in Wales. 

Contact USW Exchange: 

With USW Exchange hubs in both Pontypridd and Newport Campuses & a comprehensive virtual engagement offering, we're never far away. 


USW Exchange, 
University of South Wales, 
Llantwit Road, 
Pontypridd CF37 1DL  


USW Exchange, 
University of South Wales,
Usk Way, 
NP20 2BP