Kirsty Dingwall

Questioner
DISC Type : c

Founder at Angelic

Auchterarder, Scotland, United Kingdom

Overview

Kirsty Dingwall is the founder of Angelic, a company dedicated to creating safe, allergen-free foods. A University of Strathclyde graduate, she began her career as a chartered accountant at Ernst & Young before launching Angelic in 2012, successfully securing partnerships with major retailers like Tesco, Ocado, and Hilton.

Her professional mission is deeply personal, initially inspired by her own food intolerances and now fueled by her sons multiple severe allergies. This experience drives her passion for making life easier and safer for families, particularly within school environments. Kirsty is also candid about the challenges of balancing entrepreneurship with motherhood.

Her companys purpose is directly shaped by her experience as an "allergy mum, " after watching her own son suffer from allergic reactions.

Personality Overview

Not Easily Convinced

Cautious & Analytical

Price-Sensitive

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They prefer to analyze every situation thoroughly.


Topics They Care About

Food Allergy Safety
Her company's core mission is to protect those with food allergies. She actively advocates for creating safer environments, especially in schools, through her "Safe for Schools" initiative.
Childhood Allergies
Driven by her son's severe allergies, she focuses on developing trusted, top-14 allergen-free snacks specifically for children to ensure their safety and inclusion.
Female Entrepreneurship
She started her business at 24 and proudly supports other female founders, highlighted by her participation in the 'Buy Women Built' initiative on Ocado.

Media Appearances

Kirsty has no verified media appearances

Work History

5-2011
Founder at Angelic
9-2008 - 6-2011
Graduate Accountant at Ernst & Young

Education

2004 - 2008
First Class BA from University of Strathclyde
1998 - 2004
Education details unavailable from Charleston Academy, Inverness

More Information

Social Presence :

Prographics :

Exp : 17 Location : Auchterarder, Scotland, United Kingdom Job Level : Leadership Designation : Founder at Angelic
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Insights For Selling To Kirsty

During A Call Or A Meeting

DO's

  • If you have a lower priced product compared to the competition, call out the same
  • Keep some extra margin in hand as they will likely negotiate the pricing
  • Emphasize on objective proof of ROI, help them do a thorough evaluation

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t overhype the product/pitch, keep it measured
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Kirsty is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Kirsty

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Kirsty move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Kirsty take some risk or not?

  • They can take risk if they are convinced that they have analyzed the circumstances well.


You And Kirsty

Personality Compatibility


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