Lizzie Smith - Gradatim

What three words best describe your entrepreneurial journey? Personal, Eye-opening, and Inspiring

Founder: Lizzie Smith 

Startup: Gradatim 

Graduate from School of Philosophy, Psychology and Language Science 

What is the startup?

Gradatim is a children’s picture book company, founded in Edinburgh, Scotland. We create staggered childrens picture books to help explain complex health conditions to children under 5. We aim to help guardians and children have better condition comprehension, clear communication, and improved mental wellbeing.

Tell us more 

I founded Gradatim because of my own lived experience. As a child, I was diagnosed with ataxic cerebral palsy and spent a lot of time in hospital. I understood firsthand how confusing and overwhelming it can be for a child to navigate complex health situations. I also saw how little support there was for parents trying to explain these experiences to their children. That was over 20 years ago, but sadly, these same gaps still exist today. My academic and professional journey has been shaped by both my personal experiences and a deep interest in psychology, health, and education. I hold a BA (Hons) in Fine Art, and in 2022, I completed an MSc in Psychology of Mental Health at the University of Edinburgh, where I focused on developmental and health psychology. Over the years, I’ve worked as an educator, health worker, and learning designer. Across all these roles, I saw how powerful well-designed educational tools can be in helping people understand, process, and communicate complex topics, especially around health. Setting up Gradatim was a natural next step. It brings together my background, values, and skills to build something I wish had existed when I was younger. A life-changing diagnosis is never easy, but with the right tools, we can help ease communication, improve understanding, and support stronger connections between children, parents, and professionals.

What motivates you as an entrepreneur?

What motivates me as an entrepreneur is the drive to create what I wish had existed when I was younger. I was fortunate to have a family and medical team that allowed my inquisitive child brain to ask as many questions as I needed to. I have seen the benefits comprehension of their circumstances has on children, as well as the impact the absence can have. It is too much of a weight for a parent or guardian to hold alone, to try and say the right answer all the time, and being able to have a genuine impact on peoples lives is worth the late nights working! I am also fortunate to have built a community of my peers who are also all doing their own business endeavours, and hearing what everyone else is doing, even when it is completely different to my own company, is always inspiring.

How do you define success?

I think my idea of success has definitely changed over time…and for the better. When I first started out, I probably would have defined success as securing funding, winning awards, and gaining recognition for my company. And I did that. Gradatim won the Scottish EDGE Wildcard, the StartUp UK Awards, and has been a finalist in several national competitions. I was also honoured to attend the Forbes Under 30 Summit and to be named on the Shaw Trust’s Power 100 for Business and Finance. I’m incredibly proud and grateful for everything we’ve achieved so far, and for what’s still to come! But the reality is that, while all of that is amazing, my definition of success has shifted. Now, success means building something that has a genuine impact. It’s when a parent tells me our resources helped their child understand a difficult diagnosis. It’s seeing my books start to make a real difference in people’s lives. That’s what drives me now. I’ve also had the opportunity to share my journey through public speaking and guest lecturing. Being able to speak on panels at conferences, summits, and universities about disability, business, and entrepreneurship is a success I didn’t even think would arise from this. Being able to connect with others, share insights, and compare narratives is a kind of success I never imagined when I first started out.

What piece of advice would you give to budding entrepreneurs?

Starting a successful company won’t happen overnight. You might have to work harder, or slower, than those around you and that’s okay. It isn’t a sign of weakness. In the beginning, I felt like I had to match the momentum of the interest in my company. But trying to do that too fast only leads to burnout. One of the most important lessons I’ve learned is that it’s okay to go at your own pace. Take breaks. Go on hiatus if you need to. Rest is part of the process, not a setback. Just make sure you keep showing up when you can. Consistency, on your own terms, is more powerful than trying to sprint to the finish line.

What role has Edinburgh Innovations played in your entrepreneurial journey?

I had no idea how to start a company. In the early days, when Gradatim was just an idea, the team at Edinburgh Innovations took an interest in me and helped me find my footing in what felt like a very intimidating business world. I was fortunate to take part in the Summer Startup Accelerator in 2023, and it was genuinely revolutionary in kickstarting Gradatim. The support, mentorship, and confidence it gave me were invaluable, and it marked the point where my idea began turning into something real.

What's next?

We’re currently awaiting the next round of books from the printers, which is always an exciting moment, and preparing to pilot our new focus groups! Gradatim has also just won the Scottish round of the UK StartUp Awards for Media & Entertainment Startup of the Year for the second year in a row. We’ll be heading to London in September to compete in the national finals. On a personal note, I’ll also be starting back at university this September, this time at the Business School, to begin my next master’s degree.