90. Baby.go

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Founder: Elizabeth Pimm
Website: www.babygonappychange.com

Taking on the role of Granny was more of a challenge for Elizabeth Pimm than she had anticipated: it wasn't that her grandson was particularly hard work – it was more that the bag containing the modern baby's various accessories is very cumbersome. Her solution was a pack containing a single nappy, wet wipes, an antiseptic wipe, and a disposable changing mat.

Elizabeth says getting into business has been a challenge: “Learning how to negotiate this whole new world has been hard”. However, in many respects, she says her age has helped. “It's a rather reassuring thing, a granny,” she smiles.

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