Joy Foster is the Founder of TechPixies, a multi-award-winning social enterprise established in 2016, dedicated to empowering women through online training.
TechPixies provides CPD-certified social media training, life coaching, and business coaching to women across the UK, helping them achieve their career aspirations.
- Tell us a little bit about your business…
TechPixies is a multi-award-winning social enterprise offering CPD-certified social media training, life coaching, and business coaching to women across the UK. Since 2016, TechPixies has empowered over 14,000 women to upskill in social media, enabling them to return to work, pursue fulfilling careers, or start their own businesses. Our comprehensive programmes are designed to equip women with the skills and confidence needed to thrive in today’s digital world, whether they are launching or growing a business, becoming a social media manager, or exploring new opportunities.
- How did you get into the industry?
I was driven by a passion to help women realise their potential, achieve financial independence, and thrive in their careers. TechPixies is my way of contributing to a more inclusive and supportive workforce, where every woman has the opportunity to succeed. I was particularly inspired by the potential to make a difference in the lives of women from diverse backgrounds, including those from lower socioeconomic statuses, BAME communities, the LGBTQ+ community, and individuals over 60.
- What are the biggest opportunities and challenges in your industry?
The biggest opportunities in our industry lie in the growing demand for digital skills and the increasing recognition of the importance of diversity and inclusion in the workplace. However, challenges include keeping pace with rapid technological changes, ensuring accessibility for all women, and overcoming societal and self-imposed barriers that women face in the workforce.
- How would you describe your leadership style?
My leadership style is empathetic, inclusive, and empowering. I believe in leading by example, fostering a supportive environment, and encouraging collaboration and continuous learning. I strive to create a culture where every team member feels valued and motivated to achieve our common goals.
- How do you get the most out of the people who work for you?
I create a positive and flexible work environment founded on regular communication, clear goals, and recognition of achievements are key to motivating my team. Every week we do an exercise where each member of the team shares a personal win and a business win. We’ve been doing this now for over 200 weeks. It is a great way to get to know your team on a personal level as well as recognise the results they are driving.
- What are the most crucial elements to your business running smoothly and being successful?
The most crucial elements include having a clear vision and mission, a dedicated and skilled team, strong relationships with partners and clients, maintaining high-quality standards in our courses, ensuring financial stability, and strategic planning are also essential to our success.
- How has the past 12 months been for you?
We reached our goal of helping 14,000 women get started with social media. Nearly 1,000 of them have gone on to get certified. This milestone reflects our commitment to empowering women and the effectiveness of our training programmes.
- What will the next 12 months look like for your business?
Our ambitions for the company revolve around three core pillars: growth through sales, expanding our team, and amplifying our impact. We aim to scale our business by increasing our reach, enrolling more women, and leveraging strategic partnerships. We also plan to build a strong, dedicated team and continue to integrate neuroscience principles into our training methods to enhance learning experiences.
- What are the highlights of your career so far?
One highlight is our commitment to creating a diverse and inclusive community through our social enterprise model. Over 45% of our students come from diverse backgrounds, including lower socioeconomic statuses, BAME communities, the LGBTQ+ community, and individuals over 60. The true highlights are hearing how our training has transformed women’s lives—like a single mum who started a successful tutoring business and bought her own home as a result or a young woman who went viral on TikTok and eventually landed her dream career in tech. These examples showcase how TechPixies transforms lives, empowering women to regain their confidence, build new skills, and achieve economic independence.
Our award-winning approach encompasses a threefold strategy: community, curriculum, and coaching. By combining these elements, we provide a holistic learning experience that addresses both the technical and emotional aspects of career development. I believe that with the right support and environment, women can truly shine. Providing opportunities and funding is crucial for the advancement of women because when women receive these, amazing things happen. Being part of this transformative journey makes me incredibly happy.
- What’s the biggest business mistake that you’ve learnt from?
In October 2021, my company almost failed. By December, investors suggested we close up shop, but fortunately, they stayed, and a few reinvested. I worked two other jobs for a year to keep the business afloat. It was difficult, but we now have a thriving business. I had to rebuild my confidence and the business itself, launching 29 times in a single 12 month period to get the necessary cash flow. It was a team effort, with everyone making sacrifices.
- What’s the best piece of business advice you’ve been given?
The best piece of business advice I’ve been given is to believe that there is an answer to every question and a solution to every challenge. The number one tool I lean into when things get tough is ‘Do what you can with what you have with where you are at.’ Challenges and setbacks are inevitable, but maintaining a clear vision, staying flexible, and being willing to pivot when necessary are crucial for long-term success.
