Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Mijha Godfrey, Co-Founder of Jambo Books, located in Atlanta, GA, USA.

What's your business, and who are your customers?

Jambo Books is a children's books subscription company. We send our subscribers high-quality fiction books that feature children of color as the stars of their own stories. Our customers are parents, aunts, uncles, grandparents, and friends of children who crave books that give our children a vision of the world we want them to live in — diverse, vibrant, and kind.

Tell us about yourself

My husband and I started Jambo Books because we were searching for high-quality books starring children of color in situations where children's literature rarely places them — making friends, raising pets, loving grandparents, and fighting dragons. We're excited to share those books with other children through Jambo Book Club. We are passionate about helping parents raise children who won't have to be taught to tolerate people who don't look like them because they will crave a diversity of perspectives and traditions as part of a rich life.

What's your biggest accomplishment as a business owner?

Introducing new stories about cultures that readers may not know much about and sharing stories with kids who may feel children's literature leaves their experiences and families out. I also love bringing together groups of people who didn't previously know each other and have found friends and allies through a shared love of great books.

What's one of the hardest things that come with being a business owner?

Being a small business owner is difficult because it requires wearing many hats, and all of them may not fit on your head! I absolutely love reading the books, communicating with our subscribers, and writing the letters, but all of the backend of running a business I would happily pass along to someone else!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Do your market research so you understand where your product fits into the existing landscape.
  2. Price your product competitively but make sure you factor in a reasonable profit margin.
  3. Keep on top of your mind the things that you love about your business to keep you motivated!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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